RAPID CITY, SD- The Black Hills and Badlands Tourism Association (BH&B) held its 85th Annual Membership Meeting, Luncheon, & Tourism Awards on Wednesday, October 29, 2025. More than 140 attended, representing 54 businesses throughout the region. Attendees were members of the association, association affiliates, dignitaries, and prospective members. At the meeting, BH&B staff presented election results for the Board of Directors, announced tourism awards recipients, and discussed marketing impacts alongside new goals for the 2026 fiscal year.

“Our annual meeting celebrates shared successes and the people who make tourism thrive,” said Michelle Thomson, President & CEO of Black Hills & Badlands Tourism Association. “We’re proud of what our region has accomplished together and the strong foundation we’ve built to move our region forward. Tourism continues to drive opportunity and vitality across our communities and strengthen the future of the Black Hills and Badlands.”

 

Industry Updates

Secretary Jim Hagen from Travel South Dakota spoke in regard to the Power of Partnerships in the tourism industry. Hagen noted the successful partnerships with state organizations and businesses, like BH&B, as well national entities including the Macy’s Thanksgiving Day Parade and the NFL team, Minnesota Vikings.

Hagen reported that BH&B’s partnership with Travel South Dakota generated $20.9 million in revenue.

Carrie Gerlach, BH&B Board President for the 2025 fiscal year remarked on the excitement and passion she has witnessed among the members, communities, and staff.

“I am proud of where we are. The Association is healthy and focused and we’re ready to grow and thrive along with it,” Gerlach said.

 

2026 Board of Directors 

BH&B announced the Board of Directors election results during this meeting. The Board of Directors is comprised of representatives from across the industry who are nominated and elected by BH&B’s members.

This year, newly elected representatives include the following:

  • Chris Pond, Reptile Gardens
  • Gina Konechne, Custer State Park Resorts
  • Bill Patterson, Big Pine Campground
  • Sarah Hustead, Wall Drug Store

A current roster of representatives serving on the Board of Directors can be found on BlackHillsBadlands.com. This includes members from every category as well as leadership.

 

Annual Awards Presentations

BH&B presented its two prestigious Tourism Awards: The Pioneer Award and the Special Achievement Award.

Dan Wenk, who has served more than four decades with the National Park Service, received the Pioneer Award. Wenk was recognized for his tireless leadership and advocacy for parks, visitors, and the communities surrounding them. In 1998, Wenk approved the first modern fireworks display at Mount Rushmore in nearly six decades, as well as establishing safety and environmental criteria to protect the monument, surrounding forests, and visitors.

Mike Pflaum was also recognized as a recipient of the Pioneer Award. Pflaum celebrated a 41-year career in the National Park service where he first began as a Park Ranger at Yellowstone National Park. Notably, he was the Chief Park Ranger at Mount Rushmore National Memorial for more than 18 years before serving as the Superintendent of Badlands National Park. He was an instrumental partner in creating the Badlands National Park Conservancy, which is dedicated to supporting the park’s programs and projects.

Dinosaur Park received the Special Achievement Award. The attraction, which was dedicated in 1936 and constructed by city crews and the Work Progress Administration, is recognized for the remarkable $3.5 million renovation project. These improvements brought much-needed upgrades: accessible pedestrian routes, safety features, refreshed dinosaurs, and new visitor amenities—all while honoring the historic integrity of this WPA-era landmark.

 

2025 Fiscal Year Updates

Outlined in their publication, the Annual Report, BH&B provided a summary of the 2025 fiscal year, which included traveler demographics, the economic impact of tourism, and travel indicators such as tourism spending, hotel occupancy, and the average length of stay. BH&B’s year-round consumer impact is estimated at 21.5 million impressions, 712.1 thousand engagements, and an estimated $17.8 million return on investments in paid marketing.

In the report, it was noted that the top travel origins, or spender markets in the Black Hills and Badlands region, stemmed from cities such as Sioux Falls/Mitchell, Denver, Minot/Bismarck Minneapolis-St. Paul, Fargo/Valley City, and Billings. The 2024 year-end estimated visitor spending in the region and state totaled $2 billion as per Travel South Dakota research and reports. Find more at sdvisit.com. An estimated 21,155 jobs have been supported in the Black Hills according to Economic Impact of Tourism in South Dakota, 2024 by Tourism Economics.

The board and member-driven strategic initiatives for the Association include growing member relations, expanding industry advocacy, enhancing marketing impact, cultivating revenue sources, optimizing internal infrastructure, and facilitating info networks.

 

The 85th Annual Meeting Sponsors

The 85th Annual Meeting was sponsored in part by Crazy Horse Memorial®, Reptile Gardens, Sturgis Buffalo Chip®, Visit Rapid City, Custer Hospitality, Custer State Park & Resorts, Simpsons Printing, Recreational Adventures Company (RAC), Ro-Sham-Bo Creative, Mount Rushmore Society, Black Hills Adventure Tours.

The next annual meeting will be held on October 28, 2026, to discuss initiatives and results. Announcements and invitations to the event are posted and sent the month prior.