In Other Words with Craig Pugsley | Black Hills & Badlands - South Dakota

In Other Words with Craig Pugsley

We're excited to debut a new series, In Other Words, here in our bi-monthly newsletter. We will be reaching out to BH&B members for their take on working within the tourism industry, hearing some of their best tourism-related stories, and gathering a few of their reasons for partnering with BH&B. In this edition, we're sitting down with Craig Pugsley of Custer State Park to hear what he has to say...

 

How long have you owned/operated/been employed at your business?

This January will mark my 40th Anniversary with Custer State Park.  It was a lifelong dream of mine to work with Game, Fish, and Parks and it has been an awesome experience.

How long have you been a member of BH&B and what value do you see in your membership?

Through my relationship with Custer State Park I have been a member for more years than I can remember. I served as Chairman of the Board in 1997 and I served on the Board prior to and following that so I would say a good 30 years at least.

BH&B has always been a leader in the marketing and promotion the Black Hills and bringing new and repeat visitors to our area.  Custer State Park and the entire Black Hills tourism picture would not be where they are today without the leadership and guidance of the BH&B Association.

What is your favorite thing about the Black Hills?

Two things come to mind.  I grew up in eastern SD so we didn’t really have any buffalo to speak of.  I had the privilege of living in the Park for many years and having a big bull buffalo laying on your porch or in the front yard is one of those memories I will carry with me forever.  The other are the roads that Peter Norbeck laid out, the Needles and the Iron Mountain Road are truly works of art and I so appreciate them and his foresight whenever I drive them.

What is your favorite part about what you do? 

I truly enjoy working with all the Tourism partners in the Black Hills and across the state to help develop, grow, and enhance the Tourism Industry for SD. I also enjoy working with our summer staff and volunteers here at the Park to share my love of this wonderful resource with them so that they too can share the story of Custer State Park and all it has to offer with our guests.

For me, my favorite part is seeing our guests creating memories that will last a lifetime and be passed onto future generations.  To observe a person seeing a buffalo, the iconic symbol of the West, for the first time in their lifetime is an memory I will never forget.  It is simply inspiring and reminds me of why we are here—to help guests enjoy this wonderful resource we get to experience year-round.

In your opinion, what are the best things BH&B does for the area? 

Black Hills & Badlands Tourism is all about selling our area to potential visitors. Marketing and promotion and staying head of the marketing trends to help their members increase their business and hence their bottom line. They help their members succeed. They develop first class materials that sell, sell, sell the Black Hills.

What it is the most important thing you’ve learned for succeeding in the Tourism Industry?

The need for marketing and promotion to make your business grow and the need to provide “exceptional” customer service.  In a survey we did years ago, the number one way our guests found out about the Park was through “Family and Friends” and if those family and friends didn’t receive Great Service, they might not have recommended the Park.  Customer Service has always been at the forefront, and in my mind, it is the most single important thing any business can do to promote themselves.

What is your favorite customer experience or interaction you've encountered?

Helping people make the best of a bad situation. I came across a broken down motorhome one day in the Park.  They were very upset.  This was a family vacation of Grandpa, Grandma and the grandkids and now they didn’t have a place to stay or a way to get around.  I said “no worries” I have a camper you can use.  I took them to my house, got cookies and milk for the kids.  We then called RC to line up a tow truck and then took my camper to their campsite to use for the week.  They got a rental car and had a blast.  At the end of the week their camper was fixed and they headed home.  It is such a wonderful feeling to help someone out and turn a negative experience to a life enriching one.

What insight would you offer another business that may be considering membership with BH&B?

BH&B is a marketing/promotion organization that stays abreast of the cutting edge of technology.  Because of the marketing and promotion efforts of BH&B, we have seen increased business and learned about new marketing opportunities that will lead us into the future.

 

That wraps up our first edition of In Other Words. A special thank you to Craig Pugsley for sharing his thoughts and stories with us! If you'd like to be featured in this series, please contact our Communications Director, Alicia Boe, by email at alicia@blackhillsbadlands.com.