Without Rushmore fireworks, tourism loses thousands in free advertising
Contact Andrea Cook at 394-8423 or andrea.cook@rapidcityjournal.com.
Details: Canceling this summer's fireworks display at Mount Rushmore National Memorial may cost the region a few visitors, but the biggest impact could be the loss of national attention the event brings to the state, in the view of tourism industry leaders.
"It takes away one of our very best news pegs that can be used to attract media attention at Mount Rushmore," said Bill Hornerkamp, president of Black Hills, Badlands and Lakes. "That's the big sleeper here."
The National Park Service announced Wednesday that the popular Independence Day fireworks display on July 3 will not take place because of the risk of fire in the Black Hills National Forest surrounding the monument. Mountain pine beetles are destroying huge portions of the forest.
No one questions the validity of the decision or the danger in the forest, but they have mixed views on what the ultimate impact will be on tourism in the Black Hills.
"The safety of our national forest is very important to us all," said Meg Warder, president of Black Hills Central Railroad, which operates the 1880 Train between Hill City and Keystone. The loss of the fireworks display is disappointing, she said.
Tickets for the railroad's popular champagne Fireworks Train just went on sale. The event typically sells out every year, Warder said.
Hornerkamp's staff was scrambling Thursday to make changes in the annual vacation guide that is due at the printers in 10 days.
Since the fireworks display was first held in 1999, the event has grown into a major media event that the state's Department of Tourism has skillfully refined. The state provides national media with satellite connections to broadcast the event across the nation, Honerkamp said.
"It's been a wonderful event, especially getting the exposure of South Dakota out there," said Melissa Bump, director of the Department of Tourism. "That being said, we understand Mount Rushmore's decision to suspend them with the pine beetle making the forest more vulnerable to fire. We certainly don't want that, either."
The state reaps an estimated $970,000 in free publicity from the national attention the fireworks display generates between June 7 and July 7.
Media broadcasts of the event reached an estimated 9.5 million people last year, according to Honerkamp. Another 2.5 million people were reached through the print media.
"We've been able to capitalize on that as a media event to generate publicity worldwide about Mount Rushmore," Hornerkamp said. "I doubt there is anything that will absolutely replace it."
But the Mount Rushmore Society, which raises more than $200,000 to host the event, is going to try to come up with an alternative, according to executive director Diana Saathoff.
Saathoff admitted being caught off guard by the decision to cancel the fireworks.
The society was aware of the issue with the pine beetles but was not part of the decision leading up to the cancellation of the event, Saathoff said.
Saathoff has contacted Zambelli Fireworks Internationale, the company that creates the spectacular displays.
"They would like the opportunity to discuss a different type of show -- similar to what is used in stadiums," Saathoff said.
Saathoff said the society is committed to presenting the best entertainment possible for "America's greatest birthday party."
Saathoff hopes sponsors will be understanding and give the society the opportunity to put together a plan to replace the fireworks.
With the continued support of the event's sponsors, another alternative could be a nationally recognized entertainment act appropriate for Mount Rushmore, Saathoff said.
"We all understand that this event has a huge economic impact on the area," Saathoff said. "And it's a sense of pride for South Dakotans."
Bump said her office will support efforts to make the memorial a focal point for the holiday.
"We are willing to do whatever to help them make this a nice family-friendly event," Bump said.
Early indications are that it's going to be a good tourist season. Bump said people are already making their summer plans.
Honerkamp is confident that even without the fireworks, Mount Rushmore will still remain a Fourth of July destination.
Mount Rushmore typically hosts approximately 4.5 million people each year. Visitation for the July 3 fireworks display averaged between 30,000 and 35,000 people, according to Honerkamp.
The Fourth of July holiday consistently draws another 25,000 and 28,000 visitors to the memorial on the heels of the day-long celebration.
The mid-summer holiday is traditionally the peak of the tourism season, Honerkamp said.
Custer State Park also is packed for the mid-summer holiday week.
Park superintendent Dick Miller doesn't feel the loss of the fireworks display will change camping patterns. People will still consider the park a destination just as they do Crazy Horse and Badlands National Park, Miller said.
"The impact may be on drive-through traffic," Miller said.
Losing the extra traffic will make a significant impact on revenue, according to at least two Keystone businesses.
"It will have a huge impact on the industry in Keystone," said Sandi McLain, owner of the Big Thunder Gold Mine in Keystone. McLain expects another community to snap-up July 3 for a fireworks display, which will draw business away from Keystone.
McLain also feels that proper forest management could have averted the situation. Interest groups like the Sierra Club have contributed to the pine beetle infestation by hindering forest management, McLain said.
It was quiet in Keystone on Thursday. Mount Rushmore Discount Souvenirs was one of the few businesses open. Manager Todd Ustrud said the thousands of people flocking to the area for the fireworks display do make a difference.
"We get a lot of people who come in just for the fireworks," Ustrud said. Many come and spend several days in the area, he said.
The K Bar S Lodge near Keystone plans a day-long celebration for guests who select the lodge because of the view it offers for the fireworks, accord to Dave Westergaard, executive vice-president and chief finance officer of the Riddle group.
"It certainly has been a neat day in our summer season, there's no question," Westergaard said, but he doesn't see the loss of the fireworks display as insurmountable. "We hope to make it another memorable day for our guests."
http://www.rapidcityjournal.com/news/article_512d4cc6-018c-11df-835a-001cc4c002e0.html
Details: Canceling this summer's fireworks display at Mount Rushmore National Memorial may cost the region a few visitors, but the biggest impact could be the loss of national attention the event brings to the state, in the view of tourism industry leaders.
"It takes away one of our very best news pegs that can be used to attract media attention at Mount Rushmore," said Bill Hornerkamp, president of Black Hills, Badlands and Lakes. "That's the big sleeper here."
The National Park Service announced Wednesday that the popular Independence Day fireworks display on July 3 will not take place because of the risk of fire in the Black Hills National Forest surrounding the monument. Mountain pine beetles are destroying huge portions of the forest.
No one questions the validity of the decision or the danger in the forest, but they have mixed views on what the ultimate impact will be on tourism in the Black Hills.
"The safety of our national forest is very important to us all," said Meg Warder, president of Black Hills Central Railroad, which operates the 1880 Train between Hill City and Keystone. The loss of the fireworks display is disappointing, she said.
Tickets for the railroad's popular champagne Fireworks Train just went on sale. The event typically sells out every year, Warder said.
Hornerkamp's staff was scrambling Thursday to make changes in the annual vacation guide that is due at the printers in 10 days.
Since the fireworks display was first held in 1999, the event has grown into a major media event that the state's Department of Tourism has skillfully refined. The state provides national media with satellite connections to broadcast the event across the nation, Honerkamp said.
"It's been a wonderful event, especially getting the exposure of South Dakota out there," said Melissa Bump, director of the Department of Tourism. "That being said, we understand Mount Rushmore's decision to suspend them with the pine beetle making the forest more vulnerable to fire. We certainly don't want that, either."
The state reaps an estimated $970,000 in free publicity from the national attention the fireworks display generates between June 7 and July 7.
Media broadcasts of the event reached an estimated 9.5 million people last year, according to Honerkamp. Another 2.5 million people were reached through the print media.
"We've been able to capitalize on that as a media event to generate publicity worldwide about Mount Rushmore," Hornerkamp said. "I doubt there is anything that will absolutely replace it."
But the Mount Rushmore Society, which raises more than $200,000 to host the event, is going to try to come up with an alternative, according to executive director Diana Saathoff.
Saathoff admitted being caught off guard by the decision to cancel the fireworks.
The society was aware of the issue with the pine beetles but was not part of the decision leading up to the cancellation of the event, Saathoff said.
Saathoff has contacted Zambelli Fireworks Internationale, the company that creates the spectacular displays.
"They would like the opportunity to discuss a different type of show -- similar to what is used in stadiums," Saathoff said.
Saathoff said the society is committed to presenting the best entertainment possible for "America's greatest birthday party."
Saathoff hopes sponsors will be understanding and give the society the opportunity to put together a plan to replace the fireworks.
With the continued support of the event's sponsors, another alternative could be a nationally recognized entertainment act appropriate for Mount Rushmore, Saathoff said.
"We all understand that this event has a huge economic impact on the area," Saathoff said. "And it's a sense of pride for South Dakotans."
Bump said her office will support efforts to make the memorial a focal point for the holiday.
"We are willing to do whatever to help them make this a nice family-friendly event," Bump said.
Early indications are that it's going to be a good tourist season. Bump said people are already making their summer plans.
Honerkamp is confident that even without the fireworks, Mount Rushmore will still remain a Fourth of July destination.
Mount Rushmore typically hosts approximately 4.5 million people each year. Visitation for the July 3 fireworks display averaged between 30,000 and 35,000 people, according to Honerkamp.
The Fourth of July holiday consistently draws another 25,000 and 28,000 visitors to the memorial on the heels of the day-long celebration.
The mid-summer holiday is traditionally the peak of the tourism season, Honerkamp said.
Custer State Park also is packed for the mid-summer holiday week.
Park superintendent Dick Miller doesn't feel the loss of the fireworks display will change camping patterns. People will still consider the park a destination just as they do Crazy Horse and Badlands National Park, Miller said.
"The impact may be on drive-through traffic," Miller said.
Losing the extra traffic will make a significant impact on revenue, according to at least two Keystone businesses.
"It will have a huge impact on the industry in Keystone," said Sandi McLain, owner of the Big Thunder Gold Mine in Keystone. McLain expects another community to snap-up July 3 for a fireworks display, which will draw business away from Keystone.
McLain also feels that proper forest management could have averted the situation. Interest groups like the Sierra Club have contributed to the pine beetle infestation by hindering forest management, McLain said.
It was quiet in Keystone on Thursday. Mount Rushmore Discount Souvenirs was one of the few businesses open. Manager Todd Ustrud said the thousands of people flocking to the area for the fireworks display do make a difference.
"We get a lot of people who come in just for the fireworks," Ustrud said. Many come and spend several days in the area, he said.
The K Bar S Lodge near Keystone plans a day-long celebration for guests who select the lodge because of the view it offers for the fireworks, accord to Dave Westergaard, executive vice-president and chief finance officer of the Riddle group.
"It certainly has been a neat day in our summer season, there's no question," Westergaard said, but he doesn't see the loss of the fireworks display as insurmountable. "We hope to make it another memorable day for our guests."
http://www.rapidcityjournal.com/news/article_512d4cc6-018c-11df-835a-001cc4c002e0.html
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