In light of falling gambling and hotel revenue, the city of Deadwood, South Dakota, its chamber of commerce and several private businesses recently put up ,000 to hire consultant Roger Brooks International to reinvent the Deadwood brand and develop a marketing action plan to boost tourism.
John Kelsh of Brooks recently visited Deadwood to assess the situation. He said, “We’re in a transition from when gaming was the primary lure, to gaming being a very important diversion. This isn’t a bad thing because economically when people go to a destination, they typically spend 20 percent of their money on the lure and 80 percent on diversions.”
Kelsh noted when Deadwood introduced legalized gaming in 1989, it was only the third venue in the U.S. to offer gambling. More than $100 million has been invested in Deadwood’s lodging properties and entertainment venues since then. But today, he said, with the exception of Hawaii and Utah, virtually every American lives within 150 miles of a casino.
“Deadwood still is a great visitor experience. My personal observation is history is front and center, gaming is front and center. It’s becoming more apparent that there are hidden facets of the city that are receiving less attention,” Kelsh stated. Those would include outdoor recreation like snowmobiling and skiing, as well as biking, motorcycling and ATVing.
The Brooks assessment is expected to be completed this summer. Kelsh said he hopes the consultants will offer recommendations that will unite the community under a common brand and build business opportunities. “My best dream is that it is evocative enough and exciting enough that everyone in the city can feel they are part of it, and there is a place for them in the brand. The thing that kills brands is politics and apathy,” he said.
