South Dakota tourism took center stage as leaders, communities, and businesses received statewide recognition for their work welcoming visitors and shaping travel experiences. At the Governor’s Conference on Tourism in Pierre, twelve awards honored individuals and organizations whose efforts continue to influence how you experience the state.
Governor Larry Rhoden and James Hagen, Secretary of the Department of Tourism, presented the awards, recognizing contributions that range from marketing leadership to community-wide visitor outreach.
Governor’s Tourism Rising Star Award
You see the future of tourism reflected in the Governor’s Tourism Rising Star Award, presented to Phoebe Caldwell of Spearfish. With her time in the industry, Caldwell advanced from intern to director of marketing at Visit Spearfish. Her role includes digital marketing, email campaigns, social media, budget management, and creative direction.
“Not only does she oversee all digital marketing, email campaigns, social media, budget management, and creative direction, she’s transformed the local event scene,” Hagen said. “Her collaborative spirit and forward-thinking approach are sure to leave a lasting impact on Spearfish and the future of tourism in our state.”
Peter Norbeck Excellence in Tourism Innovation Award
Innovation earned statewide attention through the Peter Norbeck Excellence in Tourism Innovation Award, given to Beth Simonson of Highmore. What began as a sunflower photo shoot in 2023 became the Sunflower Festival. The second festival drew more than 500 visitors from 13 states, including travelers who came from Louisiana for the event.
Rooster Rush Cacklin’ Community Award
Community pride also played a role in this year’s honors. Pierre and Fort Pierre received the Rooster Rush Cacklin’ Community Award for creating a welcoming environment for in-state and out-of-state hunters. Together, the communities organized a storefront decoration contest with 33 participating businesses.
Visit Brookings earned the Rally Rush Rumblin’ Community Award for its outreach to travelers heading west before the Sturgis Motorcycle Rally. Efforts included a Highway 14 social campaign, visitor swag, giveaways, admission deals, partnerships with auto shops, and coordination with nearby communities.
“This community was a shining example of collaboration involving local businesses, hotel partners, and thinking outside the box to spread love around the state,” Hagen said.
A.H. Pankow Award
Media coverage received recognition through the A.H. Pankow Award, presented to Jeff Erickson of Riverfront Broadcasting in Yankton. Erickson was honored for his commitment to sharing community stories across southeast South Dakota with accuracy, passion, and pride.
George S. Mickelson Award
Two recipients shared the George S. Mickelson Award, which honors service that exceeds visitor expectations year-round. The Black Hills Visitor Information Center in Rapid City was recognized for serving as a first stop and trusted guide for travelers.
“By combining thoughtful listening with local expertise, they ensure every visitor experience today shapes a better one tomorrow,” Hagen said.
Experience Sioux Falls also received a George S. Mickelson Award for its locally developed online training program that supports frontline hospitality staff across the city. During National Travel and Tourism Week in 2025, the organization delivered 180 dozen freshly baked cookies to hotels, attractions, and media partners.
“Governor George S. Mickelson often closed his speeches by saying, ‘The people who make a difference are the people who show up,’” Hagen said. “Without a doubt, this organization has shown up.”
Ruth Ziolkowski Outstanding Hospitality & Customer Service Award
Hospitality at the regional level was honored through the Ruth Ziolkowski Outstanding Hospitality & Customer Service Award. Four recipients represented South Dakota’s tourism regions: 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.
Ben Black Elk Award
The Ben Black Elk Award, one of the state’s highest honors in tourism, went to Rollie Noem of Hill City. Over more than 40 years, Noem contributed to South Dakota Game, Fish & Parks, Crazy Horse Memorial, and the South Dakota Parks & Wildlife Foundation. As a trails coordinator, he developed the Black Hills Snowmobile Trail System, supporting year-round travel in the northern Black Hills. During 19 years as director of Custer State Park, the park grew into a nationally known destination, and the Custer State Park Buffalo Roundup expanded into an internationally recognized event.
“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," Hagen said.
The South Dakota Department of Tourism includes Travel South Dakota and the South Dakota Arts Council, under the leadership of Secretary James D. Hagen. These awards highlight the people and places that help shape your experience across the Black Hills, the Badlands, and beyond.