South Dakota, renowned for its expansive landscapes and rich cultural tapestry, is experiencing a delightful exposure through the ‘Unexpected South Dakota’ series. This digital roadtrip series is a remarkable collaboration between Travel South Dakota, Jeep, and the Matador Network. Designed to shed light on the state’s hidden gems, the series has captivated audiences nationwide by offering a fresh lens on the state’s diverse attractions and profound heritage.
The Vision Behind the Series
The premise of ‘Unexpected South Dakota’ is to demystify the state’s image, often shrouded in misconception. South Dakota Secretary of Tourism Jim Hagen emphasized, “For many, South Dakota remains a mystery, one often of misperception, and that is what makes that moment of discovery so special for visitors. They’re often so surprised by what they find, especially with our diverse landscape; they often wish they had planned more time here.”
The initiative integrates seamlessly with Jeep’s brand ethos of adventure and exploration, creating a synchronicity that appeals to the spirit of discovery in every adventurer. South Dakota’s landscapes present a perfect canvas for Jeep’s iconic off-road capability, promising adventures that are as thrilling as they are enlightening.
Episode Highlights
Hosted by the intrepid biologist and adventurer Forrest Galante, the series unfolds in three captivating eight-minute episodes, each crafted to reveal stunning facets of South Dakota:
- Episode 1: Foraging the Past and Present – Food tells stories, and in South Dakota, rich tales are woven through its culinary landscape. Galante visits Marcela Salas, the visionary owner of BibiSol in Sioux Falls and a James Beard-nominated culinary artist. Here, food becomes a medium through which the state’s history and vibrant culture are unveiled.
- Episode 2: Crafting Connections – The Black Hills serve as an ethereal backdrop in Galante’s journey of fly-fishing and conservation. Guided by local expert Hans Stephenson of Dakota Angler & Outfitter, this episode transitions beyond mere fishing into an immersive experience celebrating environmental stewardship in Spearfish Canyon.
- Episode 3: Exploring Ancient Pathways – The vast grasslands call back to deep-rooted traditions. Galante accompanies Lakota horseman Cat Clifford and his family for a day steeped in heritage—horseback riding, calf roping, and storytelling—all echoing the timeless connection to the land that South Dakotans cherish.
The series poignantly features narratives that resonate with both locals and outsiders, shedding light on the state’s efforts in conservation and cultural preservation.
Widespread Reach and Impact
The series made its debut on the Matador Network’s landing page and Roku TV, engaging approximately three-quarters of Roku viewers who watched the entire series. On YouTube, the series attained a cumulative watch time surpassing 26 years, a testament to its engaging content.
Initial impressions from the series numbered more than 52 million nationwide, with online engagement persisting well past the launch. Travel South Dakota also eagerly interacted with audiences by offering weekly prize packages filled with gear from South Dakota, Jeep, and the Matador Network, fostering a tangible connection with the viewers and encouraging them to craft their adventure in South Dakota.
Hagen revealed the positive feedback they received, noting, “For instance, a woman from New York took the time to email our office to say, ‘Hi, I don’t know where to leave reviews for this series, so I just wanted to tell someone that it’s so good!’ Those positive affirmations go a long way as we continue to work to tell South Dakota’s story far and wide.”
An Invitation to Discover
South Dakota’s wondrous landscapes and cultural stories await those yearning for unexpected journeys. As Hagen vividly states, “It offers the backdrop and space for genuinely uncomplicated, unexpected, and transformative journeys for those seeking something authentic and meaningful.” The harmonious blend of South Dakota’s natural allure with the adventurous spirit of the Jeep brand invites travelers to embark on explorations that are rewarding not just in sight, but in soulful discovery as well.
The series is a celebration of South Dakota’s essence, capturing the distinct charm and indelible spirit of its people and places—an invitation to experience a state that is as rich in history and culture as it is in beauty.
For more information and to join in on your own South Dakota adventure, visit the series here on Matador Network.