Mitchell's Business Improvement District #4 is set to enhance its tourism strategy with new initiatives aimed at attracting more bus tours to the city. During the December 4, 2024, board meeting, members discussed plans to create add-on experiences for bus tours that currently only visit the iconic Corn Palace. The new offerings will include dining options at local restaurants like Bradley's and entertainment at venues such as the Mitchell ACT and the Indian Village.

The initiative aims to encourage bus tour groups to extend their stay in Mitchell, with a goal of increasing overnight visits. Currently, many bus tours pass through on their way to the Black Hills, but the board hopes that by providing more engaging activities, they can entice groups to spend an additional night in the city. The board has set an initial target of attracting five overnight bus tours, which could significantly boost local tourism given that each bus typically carries around 50 passengers.

To support this initiative, the board is participating in a cooperative marketing campaign with the state, contributing $40,000 that will be matched to create an $80,000 marketing budget. This campaign, developed in collaboration with Love Communications, aims to promote tourism in Mitchell more broadly.

In addition to the tourism initiatives, the meeting also included discussions on hotel occupancy tax comparisons among various South Dakota cities. The board reviewed the structure and composition of other Business Improvement Districts (BIDs) in the state, noting that while some districts have boards composed solely of hoteliers, others include a mix of business representatives and city officials.

As Mitchell prepares to debut its new bus tour offerings at upcoming conferences, the board remains optimistic about the potential for increased tourism and economic benefits for the community. The focus on enhancing visitor experiences reflects a proactive approach to fostering local growth and engagement.