RAPID CITY, SD- The Black Hills and Badlands Tourism Association (BH&B) held its 84th Annual Membership Meeting and Luncheon on Wednesday, October 30, 2024. Among the 160-plus attendees were members of the association, association affiliates, dignitaries, and prospective members. At the meeting, BH&B staff presented election results for the Board of Directors, announced tourism awards recipients, and discussed marketing impacts alongside new goals for the 2025 fiscal year.

“We look forward to the Annual Meeting each year as a valuable opportunity to connect with our members and the wider visitor industry,” said Michelle Thomson, President and CEO of the Black Hills and Badlands Tourism Association. “This gathering celebrates our shared achievements, introduces new board members, and outlines our strategic focus for the years ahead, reinforcing the partnerships that strengthen our industry and community.”

 

Industry Updates

Officials from the South Dakota Department of Transportation (SDDOT), South Dakota Game, Fish, and Parks (SDGFP), and representatives from the South Dakota Retailers Association (SDRA) were in attendance.

Tim Wicks (SDDOT) provided updates pertaining to Highway 385 and the new phases of construction. It is estimated that their improvement project will reduce the crash rate by 50 percent. Wicks explained that full-closures are necessary to complete the project at least two-to-four times faster than if SDDOT permitted through-traffic without closures. SDDOT will commence phase I & II (surfacing and construction) as weather permits over the next few months. It is estimated that Phase I will be completed by July 15, 2025, and Phase II will be completed by October 26, 2026. Additionally, the Highway16 Corridor project in Rapid City was outlined, which notably will include the implementation of a Reduced Conflict Intersection (RCI). More information can be found on the SDDOT website.

Nathan Sanderson (SDRA) discussed Initiated Measure 28 (IM28) and its implications for the tourism industry, a cornerstone source of revenue in the regional economy. IM28, if enacted, is estimated to decrease up to $646 million in annual funds to the state. It is predicted that this will impact entities in first response, education, and healthcare, as well as Tribal governments, who depend on tax-generated funds.

John Kanta (SDGFP) provided updates on the South Dakota Shooting Sports Complex, which aims to provide hunters and recreational shooters with a designated facility to participate in shooting sports and activities. It is expected popular shooting competitions will be hosted at the facility. Educational classes for participants of varying skill levels will be provided and the complex will provide a space for trainings hosted by local law enforcement and partnering agencies. The complex is projected to be completed by Fall of 2025.

 

2025 Board of Directors 

BH&B announced the Board of Directors election results during this meeting. The Board of Directors is comprised of representatives from across the industry who are nominated and elected by BH&B’s members.

This year, newly elected representatives include the following:

  • Tim Schnabel with the South Dakota Campground Owners Association was elected to serve on the Category II, Trade seat.
  • Keely Mahoney with Black Hills Balloons was elected to serve on the Category III, Attractions seat.
  • Brad “Murdoc” Jurgensen with HomeSlice Media Group was elected to serve on an At-Large seat.
  • Mary Panerio with the Sturgis Buffalo Chip® was elected to serve on an At-Large seat.
  • Shelly McCutchan with Kickstands Campground was elected to serve on an At-Large seat.

A current roster of representatives serving on the Board of Directors can be found on BlackHillsBadlands.com. This includes members from every category as well as leadership.

 

Annual Awards Presentations

BH&B presented its two prestigious Tourism Awards: The Pioneer Award and the Special Achievement Award.

Ivan Sorbel, Executive Director of the Pine Ridge Area Chamber of Commerce, received the Pioneer Award. Sorbel was recognized for his accomplishments in promoting indigenous tourism, his involvement in building the Oglala Lakota Living History Village, and his dedication to initiatives focused on Native American storytelling.

The Mammoth Site of Hot Springs received the Special Achievement Award. The attraction, which celebrated its 50th year in operation, was recognized for expanding its visitor education programs, its implementation of “Cool Mammoth Nights,” and its expansion of its Ice Age exhibit which now includes virtual and augmented reality displays.

 

2025 Fiscal Year Updates

Outlined in their publication, the Annual Report, BH&B provided a summary of the 2024 fiscal year, which included traveler demographics, the economic impact of tourism, and travel indicators such as tourism spending, hotel occupancy, and the average length of stay. BH&B’s year-round consumer impact is estimated at 59.9 million impressions, 531.3 thousand engagements, and an estimated $34.1 million return on investments in paid marketing.

In the report, it was noted that the top travel origins, or spender markets in the Black Hills and Badlands region, stemmed from cities such as Sioux Falls/Mitchell, Denver, Minot/Bismarck Minneapolis-St. Paul, Fargo/Valley City, and Billings. The 2023 year-end estimated visitor spending in the region and state totaled $1.9 billion (per Travel South Dakota research and reports – find more at sdvisit.com). Over 20,840 jobs are estimated to have been supported in the Black Hills in 2023.

The board and member-driven strategic initiatives for the next three to five years of the association include growing member relations, optimizing internal infrastructure, expanding industry advocacy, enhancing marketing impact, facilitating information networks, and cultivating revenue sources. 

 

The 85th Annual Meeting

The next annual meeting will be held on October 29, 2025, to discuss initiatives and results. Announcements and invitations to the event are posted and sent the month prior.

 

The 84th Annual Meeting was sponsored in part by Crazy Horse Memorial®, Black Hills Energy, Reptile Gardens, Sturgis Buffalo Chip®, The Mammoth Site of Hot Springs, and Black Hills Adventure Tours.