Noem honored at conference

Gov. Larry Rhoden and secretary of the Department of Tourism, James Hagen, presented 12 awards to business and individuals for outstanding achievements and contributions to the tourism industry at the 2026 South Dakota Governor’s Conference on Tourism Jan. 22 in Pierre. 
Hill City’s Rollie Noem received the prestigious Ben Black Elk Award, recognizing his outstanding contributions to the state’s visitor industry in which he helped move South Dakota beyond roadside attractions into destination tourism.
For more than 40 years, Noem has helped develop and promote South Dakota’s natural and cultural resources in countless ways through his work at the South Dakota Game, Fish and Parks, Crazy Horse Memorial and the South Dakota Parks and Wildlife Foundation. 
Many young boys aspire to be a policeman or an astronaut, but for Noem, forest ranger was always the goal.
“I wanted to be the person up in that lookout tower, keeping an eye on the forest, watching for smoke and fire,” said Noem. That and something that was instilled in him by his father—the importance of stewardship and taking care of the land. That is what drew Noem toward his  career in resource management.
Noem worked to bring public and private interests together for a common goal, with the philosophy that preservation and tourism should work together.
“Sharing all of the natural beauty of our state with people, with visitors, in a way that stewardship of the resource is always paramount,” Noem said.
While working as a trails coordinator, Noem was essential in developing the Black Hills Snowmobile Trail System, a massive undertaking that helped cement the Northern Black Hills as a year-round destination for snowmobile enthusiasts while preserving the National Forest. Noem worked with various agencies and user groups to “develop that program into creating one of the premier snowmobile destinations in the country,” according to Noem.
Noem recalled being called into the office of Jeff Stingley, the secretary of the South Dakota Game Fish and Parks in Pierre. Stingley gave Noem the opportunity of a lifetime by offering him the position of director of Custer State Park. Noem and his family, “eagerly accepted that challenge” and moved from Pierre to the Black Hills.
Noem served as director for 19 years. During his time there, he helped successfully transform the drive-through destination into the nationally renowned gem that is visited by millions of tourists each year. He also helped to grow the Buffalo Roundup into the event that it is today, drawing over 20,000 spectators each September.
“There were a number of things that we were able to accomplish and move forward with the help of a great many people,” said Noem. 
Noem credits initiatives from governors Mickelson and Janklow to the advancements and improvements that were able to be made in the park as well as utilizing the unique potential of the buffalo roundup to grow the tourism industry.
“To help make that successful for the state of South Dakota, the people that we serve, and for the governor himself, is a highlight for me,” said Noem.
Noem took a personal interest in improving the public relations between Custer State Park and neighboring communities within the Black Hills.
“Laying the groundwork and building on that and becoming part of the neighboring communities, that was a big success for us,” said Noem.
“Perhaps no one since Peter Norbeck has left such a lasting footprint across the natural landscapes of South Dakota, and inspired future conservationists for generations to come,” said Hagen.