South Dakota
Super Bowl ad to focus on South Dakota beyond Mount Rushmore
(Courtesy photo)
PIERRE — Travel South Dakota will make its first-ever big game ad debut this year with a commercial spot reminding viewers that in addition to Mount Rushmore National Memorial, there’s so much more to discover.
In a creative effort to combat this “one hit wonder” misperception, Travel South Dakota collaborated with 2000’s celebrated one-hit-wonder band Nine Days to rework their hit single “Absolutely (Story of a Girl)” into a revamped “Absolutely (Story of a State),” a catchy way of touting South Dakota’s many exciting offerings.
The 30-second commercial will make its debut during the big game on Feb. 11 through broadcast, cable, and CTV live in select markets, with additional markets airing an extended 60-second cut with even more reasons to visit South Dakota. Priority markets include Denver, Colorado; Minneapolis, Minnesota; Omaha, Nebraska; Des Moines, Iowa; Kansas City, Missouri; and Rapid City and Sioux Falls. The commercial will continue to run in many of the key markets into late February.
Building upon its existing marketing campaign, “So Much South Dakota, So Little Time,” Travel South Dakota has harnessed the nostalgia associated with the band’s wildly popular song and music video, while illustrating the wonder, vast experiences, and diverse corners of the state. The remix-turned-television-commercial was developed and conceptualized in collaboration with ad agency Karsh Hagan. The team worked with the band’s original songwriter, John Hampson, to collaboratively rewrite lyrics to “Story of a State” that highlight the wonders of South Dakota.
“The big game presents heightened opportunity to reach an engaged audience of potential travelers in target markets who oftentimes focus more attention on the tv commercials than the game itself,” said Jim Hagen, Secretary of the South Dakota Department of Tourism. “We intend to continue to find unprecedented ways to plant South Dakota’s flag in the ground to pique curiosities and get people talking about South Dakota like never before.”
In 2023, South Dakota’s tourism economic impact numbers hit all-time records with visitation and visitor spending. With Nine Days singing about “so much to explore, so much space” in this revamp, the commercial illustrates how South Dakota uniquely offers the increasingly rare element of surprise that complements meaningful travel through diverse, underrated and often spontaneous experiences beyond its iconic tourism attractions.
Total cost for the weeks-long media buy in the key seven markets is $1.19 million.
More than Mount Rushmore, South Dakota boldly welcomes travelers to shed negative misconceptions, explore beyond its one-hit wonders, and embrace the undiscovered all four seasons.
The full commercial will air on game day, alongside teasers on Travel South Dakota’s social media channels leading up to the debut and a webpage dedicated to the effort. The department will continue utilizing the video content alongside their “So Much South Dakota, So Little Time,” campaign.
For more information about Travel South Dakota, visit TravelSouthDakota.com.
The South Dakota Department of Tourism is comprised of Travel South Dakota and the South Dakota Arts Council. The Department is led by Secretary James D. Hagen.
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Few states can boast of a culture and history as closely tied to its Native American heritage as South Dakota.
The state has the nation’s fourth-highest per capita population of Native Americans, and about one in ten of the residents in its second-largest city — Rapid City, gateway to Mount Rushmore and the Black Hills for millions of annual visitors — are Native American.
The state can claim historical Native American luminaries like Crazy Horse and Sitting Bill and modern ones like the late activist Russell Means, Olympian Billy Mills, author Virginia Driving Hawk Sneve and Mato Wayuhi, an actor, composer and performer who wrote the score for Hulu’s “Reservation Dogs.”
It’s the site of the Wounded Knee Massacre, but also the American Indian Movement of the 1970s and its occupation of Wounded Knee. More recently, the Standing Rock Sioux Tribe drew international attention to protests over the Dakota Access Pipeline just north of the South Dakota border and etched the phrase “Water is Life” into the cultural lexicon.
Those tribal ties help draw tourists. A survey from South Dakota Tourism in 2018 found that around 80% of visitors want a Native American “experience” during their stay. Yet the state’s nine tribal nations typically don’t see much from the billions in economic impact that tourism delivers to the state.
The South Dakota Native Tourism Alliance formed in 2019 to help bridge that divide. The nonprofit organization trains tour guides, plans tribal tour itineraries and works to develop tourism infrastructure in tribal communities.
Recently, it secured one of 10 J.M. Kaplan Innovation Prize awards, earning it $175,000 and connecting it with other early stage nonprofits across the U.S. for collaboration and guidance.
South Dakota Searchlight recently spoke with Rhea Waldman, South Dakota Native Tourism Alliance’s executive director, and Sarah Kills In Water, a Rosebud Sioux tribal member and member of the group’s board of directors.
EDITOR’S NOTE: The following conversation has been edited for length and clarity.
What can you tell us about what you’ve done so far? Can you give us an update on your economic catalyst tours?
Kills in Water: We worked with Destination America and developed multi-reservation tours, a multi-day tour that started in the Black Hills. They came through Pine Ridge, spent two days on Rosebud and went up to Standing Rock. They ended up marketing that itinerary to a company called Trafalgar, which operates heavily in South Dakota. So that was one major win.
Our tour guide training came up out of a need for another initiative that we worked on, helping the Sicangu Oyate Treaty Council and the Wild Foundation host the Wild 12 conference last year. They brought in people from all over the world, and they wanted to hear from our youth on questions like “How is the mining in the Black Hills going to impact your youth for the next seven generations, for the foreseeable future?”
So we went to engage with the Sicangu Youth Council, and they jumped on the opportunity. They provided a tour experience for a group of 50 international visitors at Bear Butte State Park. The kids were excited, and they were wanting to expand and do more, and so I brought them into my Trafalgar itinerary this year. They actually do the tours on Rosebud when Trafalgar comes through.
What’s lacking in the tourism landscape today that your organization aims to improve upon?
Kills In Water: The cultural piece is so important. Having these experiences with us, provided by us, told in our voices, our stories, everything, it makes it more personal, and I think it brings the realization to our visitors that these people are still here. After all the years of government oppression and everything that’s been done to them, they’re still here, and they’re still vibrant.
Tribal people sometimes have a really bad idea when they think about tourism. They think we’re selling our culture, but that’s not what we’re doing. All we’re here to do is help tribal nations define what stories they want to tell. What do you want to share with your visitors?
Waldman: South Dakota Tourism has been a great partner for us, and really helped us, because obviously they have a lot of data. One of those data points is that over 80% of people want to have a Native American experience when they visit South Dakota. Not even half of them actually do, though. So why don’t they do that? It’s because people don’t know where to go, where to find information.
What are the hidden gems that are already there that you point people to?
Waldman: Every tribal nation has their own gems. The tribes along the river have some of the most beautiful scenery you can imagine. Cheyenne River has one of the biggest buffalo herds in North America. There are cultural centers that have phenomenal art, that are showcasing local artists and the breadth of the history that Native Americans have experienced.
One of the challenges comes when you think about the great American road trip. When you’re on Interstate 90 between Sioux Falls and Rapid City, none of the reservations really are right there. I live in Pierre, and even though we’re the state capital, it is actually hard to get people out here. It’s because we are 35 miles from the interstate, so it takes you at least an hour and a half to travel there and back. So how much can you see here in order for people to come? That’s even worse for the reservations, because they are not the capital, and people don’t necessarily know all the things they can do.
What is it that this grant in particular might help you do?
Kills in Water: The nine tribal nations in our state are so geographically spread out. We don’t always have the resources to get out and go to these tribal nations ourselves. I live in Rosebud, and unless there’s gas money or something tied to it, sometimes I can’t just go to Flandreau. Pine Ridge is close enough where I can volunteer my time, because they’re only an hour and a half from us. With these funds, I see us increasing our partnerships with each tribal nation and really strengthening our efforts that way at the grassroots level.
Waldman: The grant is unrestricted, and that is huge. We’re all aware of travel reimbursement after the fact, but if you’re living in a place where you’re maybe living paycheck to paycheck and you don’t have a thriving business yet, waiting for travel reimbursement can take a while. If you do something like gift cards for gas, that is definitely not something that you can reimburse with federal grants.
And we’re not only getting money. There are 10 different organizations that receive this innovation grant, and we are meeting with them frequently. We can learn from those other amazing entrepreneurs. In addition, the entire team at the JM Kaplan Fund are there to help us succeed, because they know they are funding early stage nonprofits. They’re there with us every step of the way. Yes, money is great and we still need more, but having people that rally for you, that are there for you, that are your family and want to see you succeed, that is really special.
This Q&A was originally published on South Dakota Searchlight. South Dakota Searchlight is part of States Newsroom, the nation’s largest state-focused nonprofit news organization.
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IOWA CITY — South Dakota transfer running back L.J. Phillips Jr. has committed to Iowa football, he announced on Jan. 11.
Phillips had a breakout 2025 season, rushing for more than 1,900 yards, along with 19 touchdowns. He also added 28 catches for 195 yards receiving and one touchdown. Phillips was named a second-team FCS All-American by Phil Steele.
Phillips, listed at 5-foot-9 and 225 pounds, will come to Iowa with two seasons of eligibility remaining.
After rushing for more than 4,100 yards in his high school career, Phillips spent three seasons at South Dakota. During his time with the Coyotes, Phillips rushed for nearly 2,220 yards, along with 23 touchdowns. A majority of that production came in 2025. Phillips rushed for 96 yards while maintaining his redshirt in 2023 and then 176 yards as a redshirt freshman in 2024.
But his numbers exploded last season with some ridiculous performances. Phillips rushed 35 times for 301 yards and two touchdowns against Northern Colorado. He had four rushing touchdowns in two separate games. That includes a 244-yard, four-touchdown outing against Murray State. Phillips finished the season averaging 6.5 yards per rush.
Iowa has seen a pair of departures via the transfer portal in its running back room — Jaziun Patterson and Terrell Washington Jr. Patterson ranked third on the Hawkeyes in rushing yards during the 2025 season with 296.
Iowa still projects to have a talented running back room for the 2026 season. Kamari Moulton, who led Iowa with 878 rushing yards last season, still has two seasons of eligibility remaining. Nathan McNeil showed potential in his true freshman season. Xavier Williams tallied 285 yards on the ground as a redshirt freshman.
And now, Iowa adds another weapon to that room in Phillips. The Hawkeyes’ running back unit looks to be stacked entering the 2026 season.
Follow Tyler Tachman on X @Tyler_T15, contact via email at ttachman@gannett.com
SIOUX FALLS, S.D. (Dakota News Now) – The South Dakota Department of Public Safety has released the name of the woman who was killed in a fatal crash in Minnehaha County last week.
64-year-old Patricia Archambeau of Mitchell died on January 5 due to her injuries in a crash that took place in the early hours of Saturday, January 3.
Archambeau’s 2012 Chevrolet Traverse was traveling eastbound on I-90 near mile marker 379, about four miles west of Humboldt, when she attempted to pull off on the side of the road.
At the same time, the Traverse was struck by a semi-truck, also traveling eastbound, and pulling a trailer. The truck continued driving east after the crash and has yet to be located.
On Sunday, the South Dakota Highway Patrol released two images of the semi-truck suspected of hitting Archambeau’s Traverse. The two photos were taken on I-29 near 41st Street in Sioux Falls at 2:25 a.m., about 12 minutes after the crash west of Humboldt.
Highway Patrol is seeking more information about a red Freightliner Cascadia semi-truck, missing its passenger-side headlight. If anyone has information, they’re asked to contact Highway Patrol at 605-367-5700.
Copyright 2026 Dakota News Now. All rights reserved.
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