Visit Spearfish, Inc. is a private, non-profit destination marketing organization whose purpose is to attract visitors from outside of the local trade area, with an emphasis on travelers who require overnight stays in Spearfish.
More specifically, Visit Spearfish markets the tourism industry in Spearfish to individuals, families, and large groups to increase the local economy by returning those revenues to other local retail and service businesses.
The Visit Spearfish Mission
Visit Spearfish, Inc. promotes and markets Spearfish as a premier destination while cultivating the Spearfish brand.
Visit Spearfish Staff
Mistie Caldwell
Mistie Caldwell serves as the Executive Director of Visit Spearfish, Inc. and has been with Visit Spearfish since its inception in 2009. Mistie is responsible for overseeing the operations of Visit Spearfish, while ensuring the efforts of the staff align with the organization's mission.
We look forward to seeing you in town; we will be sure to offer you a warm welcome
— Mistie Caldwell, Executive Director
Phoebe Caldwell
Phoebe Caldwell started her journey through Visit Spearfish in 2019 as an intern. Eventually moving her way up to the Director of Marketing in 2024. She oversees our marketing and advertisement efforts, as well as analyzing our analytics through every platform.
Britney Hicks
Britney Hicks joined Visit Spearfish in July of 2025 as the Visitor Information and Marketing Specialist. She manages Visit Spearfish’s social media and helps connect visitors and locals with Spearfish’s events, businesses, and experiences.
2025 Visit Spearfish, Inc. Board of Directors
Visit Spearfish, Inc. is governed by a board of 11 voting members comprised of:
- A representative of Black Hills State University
- A representative of the City of Spearfish
- Three representatives of the Spearfish Hotel Business Improvement District
- Three representatives of tourism-related businesses
- Three community members, appointed by the Mayor, subject to City Council approval. At least one of which be a representative of the community at large
| Scott Betten | Hotel Business Improvement District |
| Angie Black | Hotel Business Improvement District |
| Kelly Knutson | Hotel Business Improvement District/Convention Center |
| Breon Derby | Tourism |
| April Gregory | Tourism |
| At Large, Open | Tourism |
| Ali Eddy | Mayoral Appointee |
| Patrick Williams | Mayoral Appointee |
| At Large, Open | Mayoral Appointee (At Large) |
| Becca Walters | BHSU |
| John Senden | City of Spearfish |
Ex-Officio Members
| Heather Giffrow | Spearfish Area Chamber of Commerce |
| Kory Menken | Spearfish Economic Development Corp. |
| Steph Adams | Spearfish Hotel Business Improvement District |
| Bobby Falcon | City of Spearfish |
| Luke Donovan | Spearfish Downtown Business Association |
