Visit Watertown Relocates to Historic Goss Opera House: A New Era for Tourism in South Dakota (Video/Audio)
- Steve Jurrens
- Feb 21
- 3 min read
Northeast Radio SD News - Watertown, SD - In a major announcement that signals a new chapter for the Watertown tourism industry, Executive Director Anjelica Uthe of Visit Watertown revealed that the organization will be relocating its headquarters to the heart of the city’s historic district. Starting April 1, 2026, Visit Watertown will take up residence in the historic Goss Opera House, moving into the space formerly occupied by Maud’s Mercantile.
The move is more than just a change of address; it is a strategic repositioning intended to place the tourism bureau “front and center” within the very culture it promotes.
Living the Brand
“We wanted to stand apart and be in a building we promote every day,” Uthe explained during a live interview with News Broadcaster Steve Jurrens on Northeast Radio SD. The relocation aligns perfectly with the organization’s visual identity—one of Visit Watertown’s signature brand colors is officially named “Goss Green.” By moving into the Opera House, the team isn’t just selling the Watertown experience; they are living it.
The new space will function as a more accessible Visitor Center, featuring a small storefront where tourists can purchase Watertown-branded merchandise and local goods. Uthe noted that while the storefront is a “work-in-progress,” the goal is to create a welcoming hub where visitors can get immediate answers and take home a physical piece of the community.
Celebrating the “Unsung Heroes”
The announcement coincided with the second annual Destination Professionals Day (February 19). Often working behind the scenes, destination marketing organizations (DMOs) like Visit Watertown serve as the economic engine for local communities.
“We are the marketing and sales arm for Watertown,” Uthe said, clarifying that while they are a separate non-profit from the Chamber of Commerce, they work in lockstep to drive economic growth. From securing youth sports tournaments to recruiting large-scale conventions, the team’s work directly impacts the vitality of local restaurants, retailers, and public services.
A Modern Approach to Tourism
The Visit Watertown team—which includes Director of Business Development Lindsay Stangl and Marketing Coordinator Emily Johnson—is leaning heavily into modern technology and regional partnerships to keep Watertown competitive.
· Regional Dominance: The team actively partners with Travel South Dakota and regional associations like the Glacial Lakes & Prairies Tourism Association to capture “drive markets” from Omaha, Kansas City, and beyond.
· The 7-Day Window: Stangl noted a shifting trend in travel planning, with booking windows shrinking to as little as seven days. This requires a high-velocity marketing strategy that Emily Johnson executes through constant social media engagement and high-fidelity content creation.
· “Yodle” Integration: To streamline local discovery, Visit Watertown recently launched a new calendar platform called Yodle, allowing residents and businesses to sync their events directly to the city’s master tourism schedule.
Looking Ahead: Minneapolis and Beyond
The team isn’t slowing down. Immediately following their move announcement, Uthe and Stangl are heading to Minneapolis for the 2026 Pheasant Fest & Quail Classic. As one of the largest outdoor enthusiast shows in the country, the event provides a massive platform for the team to recruit hunters and outdoor adventurers to Watertown’s lakes and prairies.
With a grand opening tentatively scheduled for the first week of May to coincide with National Travel and Tourism Week, Visit Watertown is poised to lead the city into a record-breaking 2026 season.
