When I arrived in South Dakota for the 85th annual Sturgis Motorcycle Rally, excitement took over. I hadn’t been to Sturgis since 2011, and I imagined it would be bigger, louder, and more immersive than ever. I wasn’t wrong. Even with just two days to take it all in, the experience left a deep impression I won’t forget.
This was a work trip with a tight schedule, but I was determined to see and do as much as possible (I could sleep when I got home). When I stepped off the plane in Rapid City, I knew this wasn’t going to be your average motorcycle rally. Massive Progressive Insurance ads greeted me on the airport walls. From there all the way to downtown Sturgis, corporate branding was everywhere – banners, booths, even the sides of trash bins along Lazelle and Main streets.
It was clear: Sturgis had evolved into a major marketing platform for some of the biggest names in motorcycling and beyond. Riders wore branded hats and shirts, many proudly sporting the logos of their favorite manufacturers or aftermarket parts companies. It gave the entire city a trade show-meets-festival energy, and the riders were every bit as much a part of the scene as the sponsors.
Of course, Sturgis is V-Twin country, where old and new Harleys and Indians dominate the streets. But I also saw many more BMWs, Triumphs, Royal Enfields, Yamahas, Suzukis, Ducatis, pit bikes, and sportbikes than I expected. Trikes, Slingshots, and Can-Ams were everywhere too. What surprised me most were the side-by-sides outfitted with colorful LED lights and thumping sound systems.
When I visited a campground to catch a performance by ’80s heavy metal band Dokken, I saw expensive toy-hauler RVs that brought bikes, quads, golf carts, and more. With vehicles constantly moving on Lazelle and Main streets, it felt like organized chaos – with a surprising amount of mutual respect among riders, drivers, and pedestrians at every intersection.
One of the most unforgettable moments came during performances by Saliva and the Gene Simmons Band at the Buffalo Chip. Between songs, bikers revved their engines in unison, echoing through the crowd like thunder mixed with an earthquake. Hundreds of bikes created a rumble you could feel in your bones. Rod “Woody” Woodruff wasn’t kidding when he dubbed the Buffalo Chip “The Best Party Anywhere”!
The Buffalo Chip also hosted the annual Motorcycles as Art exhibition. This year’s show, curated by Kevin Dunworth and Savannah Rose of Maiden Moto, was a stunning display of creativity and craftsmanship. I met a fabricator named Angel who had also just competed in the Miss Buffalo Chip pageant. Word had spread that someone from American Rider was in town, and she made a point to find me and show me her hand-built bike – it was awesome! The passion and talent on display – on stage, in the art exhibit, and in every conversation – was truly special.
One of the most humbling moments happened inside the Sturgis Motorcycle Museum & Hall of Fame, where I had the honor of meeting 100-year-old Gloria Tramontin Struck, the Grand Marshal of this year’s rally. Gloria is a legend – over 80 years of riding, adventuring, and inspiring others. Think about this for a moment: In 2015, for her 90th birthday, Gloria rode over 1,700 miles from New Jersey to a Motor Maids rally in Canada and back. I bought her book, Gloria: A Lifetime Motorcyclist, and she signed it for me. It was one of those rare moments I’ll never forget.
If I had more time, I would’ve loved to join the Legends Ride, check out the updated Full Throttle Saloon, or witness Colby Raha’s 205-foot jump on a 550-lb Harley Sportster. The list of must-see events at Sturgis is endless…Every. Single. Day.
But I did make time for something personal: a solo two-hour ride on an Indian Chief Dark Horse through the Black Hills. Leaving the Indian demo experience on Lazelle Street, I carved my way through Nemo, Keystone, Mount Rushmore, and Deadwood. It was a perfect 80-degree sunny day being enjoyed by thousands of fellow bikers. I was just cruising, listening to tunes (Poison’s “Ride The Wind” was a perfect cut), and enjoying the scenery. Everything was absolutely perfect for those two hours. Thanks to Jeff and Casey at Indian Motorcycle for making it happen.
While at Sturgis, I attended industry events, talked to dozens of sponsors and vendors, reconnected with many moto family friends, met innovative builders, attended concerts, and squeezed in just enough seat time to remind myself why we all come here in the first place: to have fun.
If you’ve never been to the Sturgis Motorcycle Rally, put it on your list. If, like me, you haven’t been in years, it’s time for a pilgrimage back to the Black Hills. These days, trailering your bike in is no longer frowned upon, and in fact, it’s common. Don’t miss the rides to and around Mount Rushmore, the Crazy Horse Memorial, Badlands National Park, Bear Butte, Iron Mountain Road, Spearfish Canyon, Needles Highway, and Custer State Park. Each one is different, and each one is amazing.
One final tip: Obey the speed limits in South Dakota. Trust me.
