Wall Drug and the Seasonal Workforce Dynamics in South Dakota’s Tourism Sector
In the heart of South Dakota lies a unique tourist attraction, Wall Drug, known for its quirky offerings of free ice water, 5 cent coffee, and fresh donuts, drawing visitors from across the globe. This iconic destination, located in the small community of Wall, boasts over 2 million visitors annually, making it a vital part of South Dakota’s tourism industry.
Wall Drug has been a staple in the community since its inception in 1931 by Ted Hustead, Sarah Hustead’s great-grandfather. Today, Sarah Hustead leads as the fourth-generation vice president, overseeing a year-round staff of approximately 70 people, with an additional 120 seasonal workers needed during the bustling summer months.
One of the significant challenges facing Wall Drug, and many tourist attractions in South Dakota, is managing the seasonal workforce. This issue was a focal point of a recent episode of SDPB’s South Dakota Focus, where leaders like Sarah Hustead discussed the necessities of hiring seasonal workers to cater to the peak tourist season.
Harnessing International Talent through Visa Programs
A crucial part of Wall Drug’s seasonal workforce comes through international workers, utilizing the H-2B and J-1 visa programs. These programs are designed to fill temporary, non-agricultural positions and bring diverse workers to South Dakota from countries such as Thailand, Kazakhstan, Mongolia, and Jamaica.
Sarah Hustead notes, “We really count on those workers. Since it’s a lottery system, it’s kind of luck of the draw. It seems like we’re having more trouble after they’ve been approved. To get those visas at the embassies – just everything is taking a little bit longer.” The visa process begins in October, with Wall Drug learning their lottery standing by January, to ensure the timely arrival of workers.
While the H-2B visa process poses challenges, the J-1 visa program has been a successful avenue for attracting student workers, easing some of the staffing burdens.
The Broader Impact of Seasonal Staffing in South Dakota
Contact us at info@sdnewswatch.org to learn more about the intricacies facing the attractions like Badlands National Park and Mount Rushmore, which share similar seasonal workforce challenges.
Both Mike Pflaum and Dan Wenk, former leaders within the National Parks Service, have highlighted the importance of a robust seasonal workforce. These federally managed sites rely extensively on seasonal employees to handle the influx of visitors and offer enriching experiences year-round.
During a period of federal hiring freezes, the ability to fill these roles was uncertain. “I would say because of the confusion over if we can hire, when we can hire – things got going a little bit late,” Pflaum observed. Fortunately, allowances were made to hire 7,700 seasonal positions nationwide, diminishing immediate concerns for the 2025 season but underscoring long-term implications if these uncertainties persist.
Managing Housing for Seasonal Workers
A shared challenge for Wall Drug and national parks is providing adequate housing for seasonal staff. Many workers in places like Badlands National Park must seek accommodations in nearby areas like Interior, Kadoka, and Wall – each offering limited housing options.
Wall Drug has taken proactive steps by owning a trailer court and several houses, ensuring its seasonal employees have places to stay. Hustead states, “The management that goes into housing all the employees is pretty extensive.” For year-round employees, this housing also serves as a vital recruitment tool.
A Collaborative Tourism Community
Despite competitive dynamics, there’s a spirit of cooperation within the South Dakota tourism industry. Attractions often direct visitors to each other, enhancing the overall experience. “If I have a customer coming through and they’re not stopping at the Badlands, I’m like, ‘You can’t come here and not go through the Badlands!’” Hustead remarked, demonstrating the interconnectedness of businesses and national parks in South Dakota.
Furthermore, South Dakota’s appeal extends beyond employment. The state’s natural beauty attracts ‘amenity migrants’ – people who choose to relocate for the lifestyle and vistas. Both Dan Wenk and Mike Pflaum, after robust careers with the National Parks Service, retired in South Dakota to continue their love for the land, exemplifying this trend.
To watch the full discussion on these topics, tune into the season finale of South Dakota Focus airing on Thursday, May 29, at 8 p.m. Central time / 7 p.m. Mountain time on SDPB-TV1, YouTube, and SD.net.
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