The Visitor Beat

Welcome to The Visitor Beat, the monthly newsletter of Experience Sioux Falls. Stay up-to-date on what's going on locally in the travel industry, as well as what's trending nationally.

Request access to view an interactive dashboard of Sioux Falls visitor statistics.

2025 Official Sioux Falls Visitor Guide & Digital Advertising Options

As you may already know, Experience Sioux Falls (ESF) is working with Madden Media to produce its 2025 Official Sioux Falls Visitor Guide. Advertising opportunities in both the 2025 Visitor Guide and digital placements on and ESF email and social channels are now available.

View the Rate Card

Advertising Contact

If you have any questions regarding advertising, please contact Tricia Wisbrock with Madden Media.

Tricia Wisbrock
(314) 914-7916

Message from ESF CEO Teri Schmidt:

We are receiving calls that another company is contacting many Sioux Falls businesses saying they are creating a visitor guide and trying to sell ads in their guide. This is a reminder that the ONLY visitor guide ESF will distribute is the one Madden Media is producing for us, “The Official Sioux Falls Visitor Guide,” the same guide we have been responsible for over the last 25+ years. Tricia Wisbrock with Madden Media is who is selling ad space in our guide. Please contact her for advertising opportunities.

Record Visitation at Falls Park Visitor Information Center

The Falls Park Visitor Information Center saw a record 36,008 people come through the doors during the month of June to see the park. The three days after the big rainfall the city received attributed to 20% of the month’s visitors.

Keep in mind, 36,008 is only the number of people that entered the Falls Park Visitor Information Center. When factoring in those that visited Falls Park but did not enter the Visitor Information Center, the total number of people visiting Falls Park likely jumps much higher.

Meet the Team Series

In this monthly series you'll get to know a little about everyone that makes up the Experience Sioux Falls (ESF) team. This month, meet the newest member of the ESF team, Brooke Penn!

Brooke Penn
Has worked for ESF for: 1 month
Hometown: Shenandoah, IA

  1. When did you realize accounting was the career path you wanted to take?
    I started college thinking I wanted to major in marine biology. I wanted to live on the coast with warm weather, and I love the marine animals and ocean ecosystems. During my sophomore year of college, I discovered that I did not enjoy chemistry enough to make it a part of my career and I switched my major to accounting. I have always been good with numbers, and I enjoy the puzzle of reconciliations, analysis of budgeting, forecasting, and financial reporting.
  2. What do you enjoy doing during your free time?
    I love to bake for my family and friends, read books, and be outdoors with my family and dog. I coach high school softball, so I enjoy watching my players in all their other activities as well.
  3. What's your top pick for a meal out in Sioux Falls, and what are you ordering?
    I tend to pick any BBQ place in town. Each place has its own unique twist on their signature dishes, so you can’t go wrong with any of them. I always order a dish with brisket and sweet potato fries.
  4. What summer activities do you enjoy most in Sioux Falls?
    Every summer, I like to explore SculptureWalk downtown to see all the new amazing sculptures, shop at the farmers markets, and find new food trucks to experience for the first time. My oldest daughter plays travel softball, so most evenings you can find us at the ball fields.

Remember to Shop Local

Shopping local shouldn’t just be done around the holiday season; it should be done year-round. Local retailers are counting on your business now more than ever in this ultra-competitive market.

This recent SiouxFalls.Business article highlights the struggles that local businesses like 605 Running Company can face when there isn’t a steady flow of sales. The next time you’re thinking about making a purchase, be sure to consider the local businesses that depend on your dollars.

Destinations International Annual Convention

Members of the ESF team will be traveling to Tampa next week to attend the Destinations International Annual Convention. This three-day event is expected to bring over 1,800 destination marketing organization professionals together to learn things such as the current state of the travel industry, effective sales and marketing strategies, case studies, and much more.

Destinations International is the world’s largest resource for official destination organizations which informs, connects, inspires, and educates its members with the goal to drive economic impact, job creation, community sustainability, and quality of life through travel.

Lions Return to Great Plains Zoo

The Great Plains Zoo recently opened its new lion exhibit, allowing the public to see Amahle and Simba for the first time. After a 30-year hiatus, the new lion exhibit features both outdoor and indoor spaces for a total of 27,000 square feet, making it one of the largest in North America. There is potential for the two lions to breed and expand the pride to host as many as six lions in the exhibit.

There’s always something new and exciting to see in Sioux Falls. If your business has something new to show off or an award you received, ESF would love to hear about it!

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