Welcome banner from the 2009 rally (Sturgis Motorcycle Rally)

Since its founding in 1938, the Sturgis Motorcycle has been held every year with the exception of the three year period between 1939 and 1941; the rally did not take place due to gas rationing in support of the war effort overseas. However, the rally returned in 1942 and has been held every year since.

Here are 5 reasons why Sturgis is nothing short of extraordinary.


1. Persistence

Despite the COVID-19 pandemic, 2020 is no exception to Sturgis' longstanding run. On June 16, the mayor of Sturgis announced that the city council had decided to move forward with the 80th Sturgis motorcycle rally. During a Facebook broadcast, he outlined that the rally will include, "modifications that provide for the health and safety of our visitors, and our residents and our town." Ten days/nights of riding, food and music will take place in Sturgis, South Dakota from August 7-16.

2. Attendance

A ride during the 2019 rally (Sturgis Motorcycle Rally)

Historically, attendance at the Sturgis Motorcycle Rally has averaged around 500,000 people. Official attendance peaked in 2015 at 739,000 for the rally's 75th anniversary. Billed as the largest motorcycle rally in the world, people come from all across the country to be a part of Sturgis' famed rally. Many riders make it a family event, towing their motorcycles behind a camper and riding the last few miles into town. Others transport their rides via shipping companies and arrive by plane. In 2005, when the official attendance was 525,250 people, the rally's director estimated that fewer than half the attendees actually rode there, a testament to just how many people came from far and wide to experience Sturgis.

3. Fundraising

Rally Headquarters features vendors, rally registration, and city info booths (Sturgis Motorcycle Rally)

With so many people descending on the small town every year, the city of Sturgis capitalizes on the rally which makes up 95 percent of its annual revenue. In 2011, the city earned nearly $270,000 from the sale of event guides and sponsorships alone. On average, the rally brings in over $800 million to the state of South Dakota annually. While the Lakota Indian tribe has protested the large amount of alcohol distributed at the rally so close to the sacred Bear Butte religious site, they have also acknowledged the importance of the revenue that the rally brings into the region and the tribes.

4. Entertainment

(Sturgis Motorcycle Rally)

The Sturgis Motorcycle Rally is not just a bunch of bikers standing by their bikes in parking lots. Rather, the rally originally focused on motorcycle races and stunts. In 1961, the rally introduced the Hill Climb and Motocross races. Other forms of motorcycle entertainment included intentional board wall crashes and ramp jumps. Over the years, the rally was extended in length from a three day event to its current 10 day length. Entertainment and attractions also expanded to include vendors and live music. The first concert at the Sturgis Rally featured the legendary Jerry Lee Lewis. Other big names have followed like Lynyrd Skynyrd, Def Leppard, Montgomery Gentry, Cheap Trick, Tom Petty, Aerosmith, Bob Dylan, Ozzy Osbourne and Willie Nelson. This year, notable bands scheduled to perform include 38 Special, Quiet Riot and Night Ranger.

5. Veteran recognition

Panels of the memorial (Sturgis Motorcycle Rally)

Regularly attended by veterans, especially Vietnam Vets, the Sturgis Motorcycle Rally takes great pride in recognizing the sacrifices made by the men and women of the armed forces. In 2019, the Sturgis Rally held a Military Appreciation Day presented by the VFW. Activities included a reception to honor a local veteran, entertainment and a flyover by a B-1 Lancer bomber. For 2020, the Sturgis Rally will feature the Remembering Our Fallen photographic war memorial. Highlighting service members killed during the War on Terror, Remembering Our Fallen is designed to travel and includes both military and personal photos.