Deadwood, South Dakota
Challenge: Located in the Black Hills of South Dakota, Deadwood has been notorious western town full of interesting characters since it began in the 1870s. With its historic atmosphere, expansive casino gaming and amazing scenery, Deadwood has a lot going for it. But following months of stagnant gaming numbers and flat-lined hotel occupancy, the community was faced with the challenge of reinventing the small mountain town.
Solution: Roger’s Single Community Branding program helped Deadwood achieve several goals: First, to increase Deadwood's important gaming revenues and to diversify the local economy. Next, to more completely deliver on the expectation of visitors. Next, to attract more retail shops and dining places on Main Street and to make the Deadwood experience easier and more convenient to enjoy. Next, to more completely tell the Deadwood "story." Next, to provide guests a rip-roaring, fun-filled good time, every time they visit Deadwood. Finally, to get everyone on the same page, pulling in the same direction. To find their focus.
Deadwood's brand promise: Deadwood promises our guests a rip-roaring, fun-filled good time, every time they visit the stunning, historic Wild West town of Deadwood: Life of the party since 1876.
- The Deadwood Revitalization Committee adopted the Branding, Development, and Marketing Action Plan
- They have been working on creating a gathering space in the core of their downtown spending district
- They have been developing a comprehensive master plan that includes: A downtown plaza, Main Street on-street event controls, and a comprehensive pedestrian and traffic control plan.