Primacy Strategy Group’s Footprint Expands in South Dakota

Primacy Strategy Group’s (PSG) government relations team is proud to join forces with former South Dakota legislative leader Deb Peters. Ms. Peters served in the South Dakota legislature as a member of the House of Representatives and Senate from 2005 to 2019. While in the legislature Ms. Peters served as Chair of both the Joint Appropriations Committee and the Senate Appropriations Committee, and as Chair of the House and Senate Government Operations and Audit Committees. In addition to her role as a legislator, Ms. Peters served with distinction in several local and national leadership roles during her tenure in public office.

PSG is honored to collaborate with Ms. Peters in the Government Relations and Regulatory Affairs sector, adding her expertise and leadership to further enhance the single source capabilities of PSG as a firm. Our team specializes in running all aspects of our clients’ advocacy, business development, and procurement agendas, from state and local government lobbying and coalition building to engagement with federal officials and members of Congress. Ms. Peters adds her decades of leadership to our team’s experience and relationships, helping our clients advance their business objectives and policy priorities at multiple levels of government and in the private sector.


Deb Peters is a former member of the South Dakota Legislature, serving in both the House of Representatives from 2005-2011 and the State Senate from 2011 to 2019. During her service in the Legislature, she served on several committees, including Chair of the Joint Appropriations Committee, both the House and Senate Government Operations and Audit Committees, House Judiciary and House Taxation Committees.

She has also served in leadership roles in various organizations including the National Conference of State Legislatures (NCSL), of which she was elected President in 2017. She also served as President of the NCSL Foundation from August to December of 2018, Streamline Sales Tax President in 2015, South Dakota State Chair for ALEC and a member of the executive board for the University of South Dakota Foundation.

A Certified Public Accountant by trade, Deb received a Bachelor of Science in Business Administration and Accounting from the University of South Dakota with experience at public accounting firms KPMG and RSM, as well as owning her own business consulting firm.

David Asp to Serve as Outside General Counsel to Support PSG’s Growing Client Portfolio

David Asp, Partner at Lockridge Grindal Nauen P.L.L.P. (LGN), will serve as outside General Counsel for Primacy Strategy Group (PSG). As outside General Counsel for PSG, Mr. Asp and LGN will advise PSG on its growing operations and client portfolio across the country.

Mr. Asp manages legal matters for clients in Minnesota and across the United States. Among other areas of practice, Mr. Asp has developed expertise in legal issues surrounding the regulatory and political landscape that often affect PSG and its clients.

PSG is pleased to have Mr. Asp’s expertise to support the continued growth of its national client base. From addressing expanding infrastructure, to corporate governance management, to strategic planning, and general business demands and regulations, Mr. Asp’s depth and breadth of knowledge in the public and private legal sectors further solidifies PSG as the stand alone firm in the Midwest to offer a full suite of services to its clients.

PSG is a joint venture between LGN and Synergetic Endeavors, a St. Paul-based consulting firm specializing in government affairs, public relations and communications, regulatory affairs, and procurement.


David Asp is a partner with Lockridge Grindal Nauen P. L.L. P. (LGN). Mr. Asp’s practice focuses largely on litigation and regulatory matters. Mr. Asp has represented clients in litigation involving regulatory and compliance issues in the health care industry, and—in recent years—Mr. Asp also has developed a litigation practice representing employers challenging denials of employment-based immigration petitions. Apart from representation of clients in litigation, Mr. Asp has extensive experience representing clients in matters involving regulatory agencies at the federal and state levels.

Mr. Asp also has experience in matters relating to political law. He has represented clients in this area in Minnesota and North Dakota, including cases before the highest courts in both states. Most recently, in 2020, Mr. Asp successfully argued a challenge to an initiated ballot measure before the North Dakota Supreme Court. Mr. Asp was recently appointed to serve on the board of the Minnesota Campaign Finance and Public Disclosure Board.

A native of the Fargo/Moorhead area, Mr. Asp is licensed to practice law in North Dakota and Minnesota.

PSG is Hiring

Are you interested in joining the PSG team? PSG is looking for talented individuals for the roles of Chief of Staff and Executive Assistant to the CEO. Please visit the PSG website ‘careers section’ for additional information about these exciting opportunities to join the team!