Forever 605 is more than a message — it’s a commitment to safeguarding the natural beauty, wildlife, cultures, and communities that make South Dakota extraordinary. It’s a promise to keep this place thriving for generations to come, and living up to that promise is easier than you might imagine.
The four pillars of Forever 605 offer simple, meaningful ways to honor the land and the people who call it home, no matter where your journey takes you.
1 - Support Local
Rapid City is home to countless locally owned restaurants, bars, boutiques, and attractions. Supporting our small businesses makes a big impact. By shopping and dining locally and respecting frontline workers in the tourism industry, you’re helping South Dakota’s communities thrive into the future.
These small businesses are more than stops along your journey — they are the heartbeat of the city. From hidden cafés serving up flavors you won’t find anywhere else to boutiques filled with one-of-a-kind treasures, each visit connects you to the people, stories, and spirit that make Rapid City unforgettable. By supporting them, you become part of a larger story that celebrates culture, creativity, and community.
2 - Explore Beyond
There’s a lot more than Mount Rushmore. By exploring South Dakota’s lesser-known destinations, you’re alleviating pressure on our overcrowded travel points and bringing the benefits of tourism to our hidden gems.
Timing can transform a visit to Rapid City’s iconic destinations like Mount Rushmore, Crazy Horse, and Custer State Park. Arrive early or linger later in the day to enjoy quieter moments and more personal experiences. For a truly unhurried adventure, plan your trip in the off-season — from mid-October through early May — and explore the city and the Black Hills at a pace as spacious and unforgettable as the landscape itself.
3 - Honor Culture
Honor the crossroads of South Dakota’s rich history and vibrant present by immersing yourself in our Indigenous, pioneer, and Old West roots. Discover them in the arts, dance, song, storytelling, food, and cultural festivals.
Above all, these lands are sacred to the Lakota people. The Oceti Sakowin, or Seven Council Fires, honors the enduring alliance of the Dakota, Lakota, and Nakota nations — a bond woven through centuries of shared heritage, strength, and resilience. For generations, long before written records, the Oceti Sakowin — particularly the Lakota — have called this vast landscape home, spanning rolling plains, winding river valleys, and rugged peaks from the Missouri River to the Bighorn Mountains in Wyoming.
At the heart of this homeland rises Paha Sapa, “the hills that are black.” For countless generations, the Black Hills have been a sacred sanctuary — a place of prayer, story, and identity that continues to hold profound meaning for the Lakota people today.
Throughout the Black Hills, at sacred places like Bear Butte, Devils Tower, and Black Elk Peak, you may notice vibrant pieces of cloth tied to tree branches along the trails to the summit. These are prayer cloths, each carrying a prayer of healing, thanks, or honor, and they must never be touched or removed. They are living symbols of devotion, respect, and the deep spiritual connection that has endured for generations.
As you explore these landscapes, take a moment to honor the traditions and reverence that shape them. Walking these trails is more than a journey to breathtaking views — it’s a chance to witness a living heritage and reflect on the sacred bond between the land and the people who have called it home for centuries.
4 - Preserve Nature
Our natural wilderness can’t stay wild on its own. Preserve the outdoor spaces by packing out waste, keeping nature as you found it, refraining from feeding the wildlife, and staying on the designated trails.
Every step you take in the Black Hills carries a responsibility — and a privilege. By leaving no trace and respecting the land, you help ensure that future generations can wander the same trails, marvel at the same vistas, and feel the same sense of wonder that makes this place truly unforgettable.