From the desk of the Executive Director 
Summer has finally arrived in South Dakota with the high temperatures and hail/thunderstorms we have all been experiencing across the state these last couple of months. I would normally say this is certainly our norm with the combination of hot weather, influx of tourists, community fairs, the preparation of the upcoming Sturgis Rally, and the usual type of activities the summer season brings. Unfortunately, our “norm” has changed quite dramatically this year with all the changes and uncertainties of the world we live in today.
It has been a giant roller coaster of events for all those in our industry ever since the “Coronavirus” (COVID-19) entered our lives, from the first month of ordinances that were placed in April on businesses to close, to opening at half capacity, to re-opening fully for the summer season for the most part. There has probably never been a worse time to be a business owner in the hospitality industry. We understand your frustrations and the many sacrifices you have made these past months and the long road ahead to insure the safety and wellbeing of your families, staff and customers as you try to conduct business on a day to day basis. Needless to say, it has brought on a lot of new challenges for everyone this summer. We hope with the influx of tourists and the upcoming rally, it will help your businesses and our economy to move forward in a successful manner with the focus on the health and well-being of our communities.
The industry has certainly weathered a number of storms over the years and this one is no different. We, as an association, have survived due to the loyalty of our members who have continued to support us and the industry. You have kept us strong and viable. We, in turn, are here to protect and fight for you as always so that you can continue to thrive and be successful.
So I reach out to everyone TODAY to step up as a member of your community to support your local businesses and the industry in any way that you can. These businesses have been the cornerstone of our communities for many years and have always been there when we are looking for their participation in community activities or in need of donations for the betterment of our towns. It is during these difficult times, we can return the favor to them.
We realize there are a lot of uncertainties ahead of us yet, but we, as an association, remain constant and will be here to help you in any way that we can one step at a time. We are in this together. If you are in need of help or have any ideas to share with others in the industry, please don’t hesitate to contact our office at any time. You can reach us at #800-721-1789 or #605-343-1844.
Be safe and stay well.
Cathy Berg, Executive Director
