Forever 605 is more than a message. It is a shared commitment to protecting the landscapes, wildlife, cultures, and communities that make South Dakota so remarkable. From the granite peaks of the Black Hills to the wide-open prairie stretching beyond the horizon, this place leaves a lasting impression. Forever 605 is our promise to help ensure it remains just as inspiring for future generations.
Living that promise is simpler than you might think. The four pillars of Forever 605 offer meaningful ways to travel with care, support local communities, respect the land, and celebrate the cultures that shape this place. Wherever your adventure takes you, small actions can help preserve the spirit of South Dakota for years to come.
1 - Support Local
The character of Rapid City is shaped by the people who have poured their passion into locally owned restaurants, neighborhood shops, craft breweries, galleries, and attractions. Choosing to shop local, dine local, and treat hospitality workers with kindness helps strengthen the businesses and people who make this community special.
These places are more than stops on an itinerary. They are where stories are shared over a meal, where local artists and makers showcase their creativity, and where visitors experience the authentic spirit of the Black Hills. Every purchase, every conversation, and every visit helps support the entrepreneurs, families, and dreamers who keep Rapid City vibrant. When you support local, you do more than discover a destination. You help preserve the community that makes it worth discovering.
2 - Explore Beyond
The Black Hills and Badlands are filled with iconic landmarks, but some of the most memorable experiences happen beyond the well-traveled path. Exploring lesser-known attractions, scenic byways, local communities, and hidden corners of western South Dakota helps spread the benefits of tourism while giving you a deeper connection to the place you're visiting.
That doesn't mean skipping the bucket-list experiences. Mount Rushmore, Crazy Horse Memorial, and Custer State Park have earned their place on every itinerary. Instead, consider visiting during quieter hours by arriving early in the morning or staying later into the evening. Better yet, experience Rapid City and the Black Hills during the off-season, from mid-October through early May, when the pace slows, the crowds thin, and the landscapes reveal a different kind of beauty. It's an opportunity to discover the region the way locals know it: spacious, authentic, and full of unexpected moments waiting around the next bend in the road.
3 - Honor Culture
One of the most meaningful ways to experience western South Dakota is by connecting with the people, traditions, and stories that have shaped this place for generations. From Indigenous culture and heritage to pioneer history and Old West traditions, the spirit of the region lives on through art, music, dance, storytelling, food, and cultural celebrations that continue to bring communities together today.
Above all, it is important to recognize that these lands hold deep cultural and spiritual significance for the Lakota people. The Oceti Sakowin, or Seven Council Fires, represents the enduring alliance of the Dakota, Lakota, and Nakota nations, whose shared history and connection to this landscape stretch back countless generations. Long before state lines, highways, and monuments, these rolling prairies, river valleys, and forested peaks were home to thriving Indigenous communities whose presence and influence remain woven into the fabric of the region.
At the heart of this homeland stands Paha Sapa, or "the hills that are black." Known today as the Black Hills, this sacred landscape has long been a place of prayer, ceremony, reflection, and identity. Its significance continues today, making it much more than a scenic destination. It is a living cultural landscape that deserves respect and understanding.
As you explore places such as Bear Butte, Devils Tower, and Black Elk Peak, you may notice colorful prayer cloths tied to tree branches along the trail. These offerings carry prayers of healing, gratitude, remembrance, and honor. They are sacred expressions of faith and should never be touched, moved, or removed.
Traveling thoughtfully means taking time to understand the stories held within the landscapes around you. Every trail, summit, and sacred site offers an opportunity not only to experience remarkable beauty, but also to deepen your appreciation for the cultures, traditions, and people who have cared for this land for generations.
4 - Preserve Nature
The Black Hills and Badlands inspire a sense of wonder that has drawn people here for generations. Protecting these landscapes starts with simple actions: pack out what you pack in, leave natural features where you found them, respect wildlife by observing from a distance, and stay on designated trails.
Every adventure comes with an opportunity to care for the places that make it possible. When you travel responsibly, you help preserve the forests, prairies, canyons, and wildlife that define western South Dakota. The reward is more than protecting a destination. It's ensuring that future generations can stand beneath towering granite spires, watch bison roam across open grasslands, and experience the same sense of awe that makes this place unforgettable.