Haunting of Keystone brings back tourism award

The Haunting of Keystone/Holy Terror Days  received the Peter Norbeck Excellence in Tourism Innovation Award at the Governor’s Conference on Tourism Jan. 18.

According to a press release from Travel  South Dakota the  award “recognizes an industry partner for their innovative thinking in making their destination, business, event or attraction even more appealing to visitors.”

The Haunting of Keystone is an October tradition in the Black Hills, created by a collaboration of business owners and the city of Keystone. Big Thunder Gold Mine/Big Thunder Inc., Rush Mountain Adventure Park/Rushmore Cave and the Traveler Magazine, collaborating with the Town of Keystone and the Keystone Historical Museum, hosts three  “haunted” attractions featuring more than 100 actors and over 10 days of spookiness during the shoulder season in the Black Hills.

“In its 13 years of existence, the event has grown in popularity, making it an important economic boost each year to Keystone while devoting 10 percent of the annual gross to community improvement,” the press release said.

Gov. Kristi Noem acknowledged the economic importance of the Haunting by saying “as the event’s popularity has grown, so has the impact on this small town, in terms of motel reservations and restaurant business. In 2023, event attendance was up 34 percent.”

Tom and April Hagen, owners of Rush Mountain Adventure Park/Rushmore Cave are no strangers to winning the Innovation Award. The first time they won the award was in 2020. The Hagens brought South Dakota’s first zipline, North America’s first interactive dark ride and South Dakota’s first mountain coaster to the Black Hills at their Rush Mountain Adventure Park.

“It was a great honor for the park,” Tom said.

Sandi McLain, owner of Big Thunder Gold Mine, is also no stranger to winning a tourism award. Her attraction won the state’s George S. Mickelson award  in 2006 and 2020.

McLain said Keystone businesses win many awards due to the dedication of the owners and staff. 

“Our businesses in this area are made of strong, hard workers that are persistent and strive for success,” she said. “Those who work in the hospitality industry love people and take care of their needs.”

Hagen agrees and says  that “receiving and taking care of guests is in our blood, and we have a passion that doesn’t show up everywhere.”

Hagen calls Keystone “ground zero of South Dakota tourism.”

Both McLain and Hagen recognize that The Haunting of Keystone is a town effort, with many behind the scenes people that make it successful.

McLain said the Songstad family, who publishes Traveler Magazine, are “premier doers.”

The Songstads host the Haunting of Keystone at the Schoolhouse which gets rave reviews as the scariest of the three Haunting attractions. 

“Their family has worked in the film industry for many years. They know what a winning business is,” McLain said. “Their skills and perfection set the bar to be higher for the rest of the locations. They work day and night putting in endless hours to put on a premier production.”

Hagen said Rich and Patty Songstad  have “raised the bar for the haunt year after year at the Schoolhouse. They have invited and developed a small army of volunteers to help this get done each year, led by their daughter Sydney.”

Hagen also credits Gideon Oakes as “a creative force, a great actor and most importantly a great manager of the Haunting.”

Oakes transformed the Haunting’s ticketing system so that “guests no longer had to stand in the cold for hours to get a ticket or see the haunt. This same system has helped the businesses hosting the Haunt to see its potential and to make great decisions on how to keep it growing,” according to Hagen.

Hagen acknowledged another Keystone local, Mike Trike, for bringing “enthusiasm and creativity” to the Haunting of Keystone.

“Mike always wanted to be sure every guest had a great time,” he said.

McLain and Hagen also know promotion of the Haunting is key to its success.

“The Keystone Chamber, led by Robin Pladson is always there, and ready to help,” Hagen said.

“Our promotion and advertising is primed and well thought out,” McLain said. “We target our population technically and create an astounding marketing plan. We market what others do not.”

The impacts  of the Haunting of Keystone on the community of Keystone cannot be understated. The event not only brings in revenue to the town during the shoulder season but also raises money for its nonprofit museum.

“We are essentially creating a total environment in October that will change the growth of tourism in our town in the off season,” McLain said.

Official planning for the Haunting of Keystone 2024 has not yet begun but McLain already has some ideas percolating. She says they are  applying for a grant through the state with expansion plans for the entire town and wants to involve the town more and give more to the community.

“Rest assured,” said Hagen, “We always shoot for bigger and better. We will be back, and scarier than ever before.”