This program has been expanded…
From the Argus Leader
PIERRE – South Dakota tourism officials and ethanol promoters moved the decimal point in their “Twenty Bucks for the Road’’ promotion to pay part of the cost of a tank of fuel for travelers.
In a written statement Thursday, Gov. Mike Rounds said the program was expanded to 35,000 vouchers, each worth up to $20 worth of ethanol blend fuel to travelers from 10 targeted states.
When the program was announced, the ceiling on vouchers that could be redeemed was 3,000. Earlier this week, the state reported that 10,000 people had already requested vouchers, and some would-be tourists complained that the state was trumpeting a special promotion without the money to back it up.
Rounds, however, embraced the publicity, and ethanol organizations committed extra cash.
“The innovative nature of ‘Twenty Bucks for the Road’ has placed South Dakota in the national spotlight and showcases our state as a proactive leader in tourism marketing,” Rounds said.
The state Tourism Division is working with the American Coalition for Ethanol, or ACE, and the Ethanol Promotion and Information Coalition. No state funds are involved, Rounds said earlier in the week. The ethanol groups use promotion funds to pay the cost.
On top of the initial 10,000 requests for vouchers, Rounds said more than 12,000 more requests were received during the past week, “prompting tourism and ethanol officials to expand the program.’’
“This has been overwhelmingly successful,’’ Ron Lamberty, vice president for market promotion for ACE, said Thursday afternoon. “We’re going to make sure that if people get these vouchers and come to South Dakota, that they can redeem them. We aren’t going to have anyone turned away. We’re committed to that.’’
At a 3,000 cap, the program could have cost $60,000. A 35,000-voucher program could mean a maximum of $700,000, if every person who requests a voucher redeems it at a South Dakota station.
“We’ll have to do some accounting to work things out if that happens, but we’re going to do that,’’ Lamberty said. “The people who get these are going to have to spend some money in South Dakota to get them redeemed . . .. Our goal was to introduce people to ethanol, and that’s overwhelmingly successful.’’
He said Internet communications, as well as mentions of the program in places such as USA Today and the Paul Harvey radio program, “jumped the awareness across the country.’’
The promotion encourages potential visitors from Colorado, Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, Texas and Wisconsin to request a voucher through the state tourism web site, http://www.TravelSD.com.
The vouchers will be mailed to those asking for them, and they may be redeemed at participating stations in South Dakota. The redemption period started May 1 and ends Aug. 31. A list of participating stations is on the tourism site.