South Dakota’s Black Hills Electric Cooperative wants to let everyone know that the Sugar Shack diner and Reptile Gardens are back in action.

In recent years, the two beloved businesses dealt with devastating fires. A 2023 blaze swept through the diner in Deadwood, and a 2025 fire destroyed a section of the Rapid City wildlife park, killing about 100 tortoises and other animals.

To support these businesses, the Custer-based co-op has placed them on the map—literally. They’re featured along with other Black Hills landmarks on the “This is Co-op Country” road trip map, a joint effort with Black Hills Electric and eight other co-ops to showcase rural communities and local destinations in western and central South Dakota.

“We wanted to highlight some businesses that have faced some hardships but also have shown resilience and moved forward,” said Assistant General Manager Michelle Fischer of Black Hills Electric.

Launched during the height of this summer vacation season, the map’s regional routes encourage travelers to venture beyond traditional tourist destinations while supporting local businesses and community attractions.

The roadmap is borne out of a larger effort to amplify the nine co-ops’ presence in their communities through messaging campaigns. Rapid City, South Dakota-based generation and transmission cooperative Rushmore Electric Power Cooperative coordinates logistics between the co-ops and a local marketing firm. Bismarck, North Dakota-based G&T Basin Electric Power Cooperative also helps with videos and photography.

“Electric cooperatives have always been deeply connected to the communities they serve, and this is a new way to showcase the people, places and experiences that make South Dakota special,” said Matt Brunner, chief marketing officer at Rushmore Electric.

The co-ops review content and promote the map on their social media channels and local and regional media outlets. They select five destinations that best represent their service territories. The places are a mix of well-known sites, including national parks, but also include local businesses, attractions, outdoor recreation and cultural or historical sites.

“Honestly, it’s a nice reminder for locals, too,” said JJ Martin, director of member service and IT at Moreau-Grand Electric Cooperative in Timber Lake. The town’s historical society is on the map, and it “changes pretty frequently. So, if you haven’t been there in a while, it’s worth checking out.”

Reptile Gardens Chief Operating Officer and Vice President Tom Lang appreciates the exposure as the 90-year-old zoo recovers from the fire. Next spring, the zoo plans to open a new exhibit space for tortoises.

“We’re honored to be on the map,” Lang said. “Our visitors’ time is precious, and anything we can do to help them navigate our beautiful Black Hills is helpful. Even for all the local Black Hills communities, these roadmaps are a great tool to find a path, whether it's the fastest or most scenic route.”

The map’s other co-op contributors are Butte Electric Cooperative in Newell, Cam Wal Electric Cooperative in Selby, Cherry-Todd Electric Cooperative in Mission, Grand Electric Cooperative in Bison, Lacreek Electric Cooperative in Martin, West Central Electric Cooperative in Murdo and West River Electric Cooperative in Wall.