Oct. 30, 2019

This paid piece is sponsored by the Sioux Falls Convention & Visitors Bureau.

When the event-packed summer season ends, there sometimes can be a lull in visitor travel.

The experts at the Sioux Falls Convention & Visitors Bureau call it “shoulder season.” And this year, they have come up with a sweepstakes to encourage travelers to visit Sioux Falls and experience all the city has to offer from November through February.

The CVB will give one winner a fantastic travel package featuring items contributed for the promotion: tickets to the Washington Pavilion Performance Series, a two-night weekend stay at the new Hotel on Phillips, a Downtown Sioux Falls gift card and a craft beer and food tour — all valued up to $1,500.

“It really shows how much there is to do here this time of year,” said Teri Schmidt, executive director of the Sioux Falls Convention & Visitors Bureau.

“You can stay in an unbelievable new boutique hotel, take advantage of unique shopping and outstanding entertainment and, of course, sample an incredible amount of food and beverages.”

Know someone who might love that kind of getaway in Sioux Falls? Have your family and friends enter to win here.

“We’re always enhancing our efforts to fill more hotel rooms and bring more overall economic impact to the community, and that’s especially important this time of year,” Schmidt said.

“Over the last three years, our numbers have shown that the months of November through February bring in the lowest amount of revenue — anywhere from 48 to 67 percent lower than our busiest summer months.”

The CVB will use online marketing tactics to pique potential visitors’ interest in Sioux Falls. Legacy learnings have indicated the need for a strong media mix, knowing that different tactics drive different conversions. The ultimate objectives will be to increase the number of flight and hotel bookings, drive sweepstakes registrations, inspire travel through re-engagement and drive in-market arrivals.

“We use a predictive travel intelligence tool to provide an estimated return on investment from our advertising,” said Krista Orsack, CVB’s director of marketing. “Last year’s campaign produced nearly 24,000 non-duplicated emails, and the ROI for every dollar spent was just over $30 in hotel revenue generated.”

Primary geographies will include a 300-mile radius around Sioux Falls, with concentration in Minneapolis/St. Paul, Omaha, Sioux City and Fargo. The CVB’s persona group along with audiences that show predictive travel intent will be targeted.

This campaign is partially supported by cooperative marketing funds through the South Dakota Department of Tourism.

“There’s never been more to experience in Sioux Falls, and we know travelers love it here no matter what time of year they arrive,” Schmidt said. “We’re excited to see what kind of interest we can spark through this year’s promotion.”

To see more visitor industry updates from the CVB, click here.