Jan. 23, 2026

Twelve individuals and businesses were recognized this week for their outstanding achievements and contributions to the tourism industry, including Experience Sioux Falls.

The Sioux Falls visitor industry organization was honored with the George S. Mickelson Award, which recognizes businesses, communities or organizations that exceed visitors’ customer service expectations.

Experience Sioux Falls won the award for its “year-round dedication to elevating hospitality through a locally developed online training program that equips front-line workers with customer service skills that help them become proud ambassadors for the entire state,” according to Travel South Dakota, the state’s department of tourism.

During National Travel and Tourism Week in 2025, the team also personally delivered 180 dozen freshly baked cookies to hotels, attractions and media partners across the city.

“Gov. George S. Mickelson often closed his speeches by saying, ‘The people who make a difference are the people who show up,’” Tourism Secretary Jim Hagen said in a statement. “Without a doubt, this organization has shown up.”

The Black Hills Visitor Information Center in Rapid City also won the award “for acting as both a welcoming first stop and a trusted guide for anyone about to explore,” according to Travel South Dakota.

Other honorees this year were:

• Peter Norbeck Excellence in Tourism Innovation Award: Beth Simonson of Highmore, who helped launch an annual sunflower festival.
• The Rooster Rush Cacklin’ Community Award: Pierre and Fort Pierre, for going above and beyond to make in-state and out-of-state hunters feel welcome in South Dakota. Together, these communities hosted a storefront decoration contest with 33 participating businesses.
• The Rally Rush Rumblin’ Community Award: Visit Brookings for its outstanding efforts in welcoming visitors before the Sturgis Motorcycle Rally.
• Governor’s Tourism Rising Star Award: Phoebe Caldwell, Visit Spearfish marketing director.
• The A.H. Pankow Award: Jeff Erickson of Riverfront Broadcasting in Yankton.
• The Ruth Ziolkowski Outstanding Hospitality & Customer Service Award: 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.
• The Ben Black Elk Award: Rollie Noem of Hill City. For more than 40 years, Noem’s tireless work with South Dakota Game, Fish & Parks, Crazy Horse Memorial and the South Dakota Parks & Wildlife Foundation helped develop and promote South Dakota’s natural and cultural resources. Working as a trails coordinator, he developed the Black Hills Snowmobile Trail System, a massive undertaking that helped cement the northern Black Hills as a year-round destination. During his 19 years as director of Custer State Park, the park transformed from a drive-through destination into a nationally renowned gem. He also helped grow the Custer State Park Buffalo Roundup into the world-class event it is today. “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.