Local businesses receive state tourism designation

By: 
Gray Hughes and Leslie Silverman

Two Hill City businesses and one Keystone business were recognized for outstanding customer service recently by receiving the South Dakota Great Place designation.

Prairie Berry and Miner Brewery as well as Pine Rest Cabins of Hill City and Big Thunder Gold Mine in Keystone received the designation.

“I don’t know how many years in a row now we’ve received it,” said Jan Johnson, co-owner of Pine Rest Cabins. “We started fairly soon with the program after they initiated it with the tourism department. ...We have maintained it every year since.”

Johnson said her business excels in customer service.

Being a family-run business, she said there is an intrinsic need to keep customers happy. She said she and her staff will meet and greet guests as they arrive — even after hours.

It’s the guests’ vacations, she added, and they deserve a place to stay that’s right for them.

“It feels good — and it makes good pins for our map,” Johnson said with a laugh on receiving the designation. “But, you know, our employees have been a huge part of that. I have to say without that help from family, friends and employees over the years, I don’t know that we would be able to maintain it.”

For Big Thunder Gold Mine, owner Sandi McLain also credits her employees.

“It’s the staff that creates this designation,” she said. “If you don’t take care of your staff you don’t have a good business.”

Even though her employees work long hours all season long, 95 percent of them are returning for the 2021 season.

She also encourages her customers to provide feedback to her staff.

“We give evaluations to everyone,” she said.

She asks patrons to recommend anything her staff needs to change.

She also tries to be a good boss.

“I have open communication,” McLain said. “I’m there all the time. I give people compliments. I’ll take a negative and ask them to own why they got this.”

She also encourages her staff to read a “hokie newsletter” she puts out where she can address employee inaccuracies without singling out any one employee.

McLain takes advantage of the free hospitality training South Dakota offers tourism focused businesses and encourages her employees to take the classes as well.

Her employees learn to pay attention to small details like greeting customers when they walk into the gift shop or answering the telephone within three rings.

Like Pine Rest, this designation is not new to Prairie Berry and Miner Brewing Company.

Angela Avila, director of sales and marketing for the company, said she filled out the paperwork to receive this designation because it’s something she consistently does.

“We want to ensure that our staff and business are recognized,” she said.

Receiving this designation is very humbling, she said, and they are very thankful for the recognition and support.

It is a true honor, she said.

Prairie Berry and Miner pride themselves on customer feedback, she said, both positive and constructive. She said they always address the issues raised in constructive criticism.

One thing that set them apart this year were the igloos they offered at Miner Brewing.

“We launched the igloo program, which gave our costumers a new experience and, in the time of COVID, a very valued experience.”

Hans Nelson, director of the Center for Hospitality and Business at Black Hills State University - Rapid City, agrees with these approaches taken by these companies.

Businesses need to make customers feel like they are home, he said.

“Traveling can be stressful, especially if you have an entire family. Being able to ease concerns, stress and be there to support your guests is essential for providing them a great experience,” Nelson said. “You want to make them feel like you are present and there to help them and others. Remaining positive, professional and courteous will allow your guests to feel taken care of and respected so they can relax and enjoy the experience your business is providing.”

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