South Dakota’s vibrant tourism industry was recently illuminated through the recognition of twelve remarkable individuals and businesses, showcasing the state’s dedication to hospitality and innovation. A testament to this commitment was the prestigious George S. Mickelson Award granted to Experience Sioux Falls. Celebrated for its exceptional customer service, Experience Sioux Falls is setting a high standard within the tourism sector, fortifying South Dakota’s reputation as a top travel destination.
This significant accolade was conferred for the organization’s comprehensive online training program designed to empower front-line workers with essential customer service skills, enabling them to represent the state proudly. As highlighted by Travel South Dakota, the state’s department of tourism, this initiative has elevated the hospitality experience within the state.
Jim Hagen
During the National Travel and Tourism Week in 2025, the team at Experience Sioux Falls also delighted many by delivering 180 dozen freshly baked cookies to local hotels, attractions, and media establishments, a gesture appreciated by visitors and locals alike. “Gov. George S. Mickelson often closed his speeches by saying, ‘The people who make a difference are the people who show up,’” commented Tourism Secretary Jim Hagen. “Without a doubt, this organization has shown up.”
Further enhancing the state’s welcoming image, the Black Hills Visitor Information Center in Rapid City also received the George S. Mickelson Award. Its role as a trusted guide and welcoming first stop solidifies its status as an invaluable asset to first-time visitors looking to explore the enchanting Black Hills.
Innovators and Ambassadors of South Dakota Tourism
The tourism sector saw Beth Simonson of Highmore receiving the Peter Norbeck Excellence in Tourism Innovation Award for orchestrating an annual sunflower festival, reflecting South Dakota’s charm and community spirit.
The Rooster Rush Cacklin’ Community Award was presented to the towns of Pierre and Fort Pierre. These communities were lauded for their extensive efforts in making hunters feel welcome through a storefront decoration contest, which saw participation from 33 local businesses.
Brookings, home to South Dakota State University, received the Rally Rush Rumblin’ Community Award for its distinguished hospitality, which was prominently displayed during the lead-up to the renowned Sturgis Motorcycle Rally.
Phoebe Caldwell
Phoebe Caldwell, marketing director for Visit Spearfish, was recognized with the Governor’s Tourism Rising Star Award. Her innovative marketing strategies and passionate involvement in promoting Spearfish have been instrumental in its growing popularity as a tourist destination.
Celebrating South Dakota’s Natural Heritage
Renowned for his significant contributions, Rollie Noem received the Ben Black Elk Award. With a career spanning over four decades, Noem’s work with the South Dakota Game, Fish & Parks, Crazy Horse Memorial, and the South Dakota Parks & Wildlife Foundation has been pivotal in promoting the state’s natural and cultural resources.
Noem’s efforts in developing the Black Hills Snowmobile Trail System have transformed the northern Hills into a year-round attraction, further supported by his directorship at Custer State Park, which has grown into a globally recognized destination. His role in expanding the Custer State Park Buffalo Roundup to its current status as a world-class event reflects his extraordinary impact.
Jim Hagen remarked, “Perhaps no one since Peter Norbeck has left such a lasting footprint across the natural landscapes of South Dakota and inspired future conservationists for generations to come.”
As South Dakota continues to harness its natural beauty and cultivate its welcoming spirit, the tourism industry looks forward to further innovation and excellence propelled by its dedicated ambassadors. With such outstanding contributors, the state remains a compelling destination, rich in culture and adventure.
Recognition of Excellence in Hospitality
The Ruth Ziolkowski Outstanding Hospitality & Customer Service Award honored the following individuals for their exceptional service: Laurie Sutterer of Visit Rapid City, Lauren Dietz of the Children’s Museum of South Dakota in Brookings, Todd Moser of Wilbert’s Service in Pollock, and Noreen Jorgensen of Blue Tin Ranch in Burbank. Each has demonstrated an unwavering commitment to enhancing the visitor experience across South Dakota.
Jeff Erickson of Riverfront Broadcasting in Yankton received the A.H. Pankow Award for his outstanding media contributions, further fostering a connection between the state’s hospitality industry and its audiences.
These awards not only acknowledge the incredible efforts of individuals and communities but also highlight South Dakota’s commitment to preserving its heritage while striving for future growth in the tourism industry.