Scott and Susan Peterson, their family, and their businesses have been staples in the Belle Fourche community for decades. They are the 2025 Black Hills Roundup Parade Marshals.
Scott and Susan grew up together in Revillo, South Dakota. Both were raised on cattle and grain farms, respectively. After high school attended Black Hills State University. In 1988, they were married and established Scott Peterson Motors, a pre-owned car lot. In 1991, they purchased the Ford and Chrysler dealership in Belle Fourche, where Scott Peterson Motors resided for thirty years.
Scott Peterson Sales was their next and current venture. “We've still got some employees still buying and selling things and just at a smaller, more relaxed scale.” They now deal in construction and ag equipment.
“Scott would often say, ‘We are a people business in the car world.’ Our employees past and present are the key to the success of our business,” said Susan.
Having deep roots in agriculture, they also kept one foot in the world of production ag, including the raising of buffalo, beef cattle, horses, hay and small grains. "The love for the land and animals is always in your blood,” they said.
Along the way, Petersons raised their two children, Jon and Jayme. “They truly are our pride and joy. Now, Jon ranches with us and travels to PRCA rodeos and Jayme is a graduate student at USD studying Occupational Therapy,” said Susan.
Rodeo has been a central part of their lives. “Raising our kids in the rodeo community was the best upbringing they could have had, from Little Britches Rodeo, High School Rodeo, College Rodeo and now watching them at the PRCA level at the Black Hills Roundup.” Both children were brought to the Roundup as babies, competed in mutton busting, and now enter it professionally in team roping and breakaway roping, respectively. “It's an amazing ride.”
“The Black Hills Roundup holds a special place in our hearts,” they said.
Petersons became involved with the Roundup almost as soon as they moved to Belle Fourche. “We've watched it evolve to an event that's a regional event, draws in lots of people from lots of different areas. We watched all the improvements of the facility. We became friends with stock contractors, rodeo announcers, and always the time to get together with a lot of your friends. We were heavily involved in it for many years,” said Scott.
Scott and Susan’s volunteerism is vast in breadth and depth, but a few notable volunteer efforts include: Belle Fourche Area Community Center Board, Belle Fourche Economic Development Board, Belle Fourche Chamber Board, St. James Lutheran Church council, Belle Fourche River Walk committee, SD Auto Dealers Association, Governor’s Work Force Development Program, SD Retailers Board, Technical Board of Education, Workmen Compensation Council.
Purple Pride is a program founded in large part by Scott and Susan. It is a scholarship program which encourages and requires volunteer hours from students who benefit. Half of the funds are awarded to eligible graduating seniors, and the other half goes directly to the Belle Fourche School District to help with extra opportunities, such as guest speakers, field trips, rewards for students, swim lessons, and music and journalism equipment. She said, “To me that was been one of my prides to get that group up and rolling and that it's been so successful. It's really touched a lot of students and teachers.”
“We had a philosophy in our businesses, and our people believed in it, also, in giving back to the community – that we owed it. From their first day in business, Petersons believed, “We owe it to our community to be successful so we can give back, whether it's time, resources, or facilities.”
Petersons said they are honored to be recognized as Parade Marshal. “For the past 36 years of our lives, we have attended the Black Hills Round Up Parade. We have thoroughly enjoyed having family and friends enjoy it with us. Our anniversary is July 2, so we celebrate that at the rodeo. We are very blessed to raise our children in this community and are very humbled to receive this award.”
“It's very humbling when I think about all the amazing people that they've honored and to be included on that list. It's a big honor.”
For them, there is no better place to live than right where they are. “When we moved here, we knew we'd never leave. We feel very lucky to live and have a business in Belle Fourche.”