Sturgis 2017: We Take a Look Back and Forward as the Iconic Motorcycle Rally Turns 77
- Jul 11, 2017
Over the rally's 77 years, the magnetic draw of rumbling engines, diminished inhibitions, and moto-centric fun has attracted millions of bikers to the land of huge stone president’s faces and enticingly winding roads. Let’s take a look at the legacy and continued growth of the Sturgis Motorcycle Rally. The Beginning The year was 1938 and Clarence "Pappy" Hoel, owner of a Sturgis Indian motorcycle shop and his fellow members of the Jackpine Gypsies Motorcycle Club had an idea. Why not stage a motorcycle event in the area? The Black Hills Motor Classic, as it was labeled at the time, was born. The rest, as they say, is motorcycling history.
The Jackpine Gypsies continued the steadily growing tradition until the event took a two–year hiatus during World War II. In 1944, the Classic reconvened and in 1949 the Main Street in Sturgis was briefly closed to car traffic for the first time to accommodate rally festivities. The Main Street closure, except to motorcycle traffic, is a tradition that continues to this day.
In 1965, the Black Hills Motor Classic expanded from a three-day event to a five-day rally. In the mid-1970s, vendors took notice of the burgeoning crowds and began setting up shop at the rally. The popularity of the event prompted a further opening of the party window. The rally grew to a 7-day event in 1975. In 1991, the Black Hills Motor Classic officially became the Sturgis Rally and Races. What started as a gathering of a few hundred rolling souls in the 1930s, expanded to 6-digit attendance by the 1990s. However, it was with the new millennium that the truly astronomical numbers were realized. The 60th anniversary of the rally in 2000 drew an estimated attendance of 600,000. The attendance peaked at the 75th anniversary of the rally in 2015, when well over 700,000 showed up. Planning and Safety Clearly, when a seemingly unwieldy number of fun-loving moto-tourists converge on a small town like Sturgis (population 7000), there will be logistical challenges. The relationship between the town and the rally population has ebbed and flowed over the years. However, the residents and officials of Sturgis understand what a financial boon that the rally brings year after year. Some estimates reflect that rally-goers spend an average of about $1000 each per visit.
While the town, Meade County, and the state of South Dakota now play a primary official role in the organization and day-to-day operations of the rally, campgrounds like the Chip work hard to ensure a smooth and safe event. Nyla Griffith, the Media and Public Relations Director at the Buffalo Chip, details how important the cooperation of the various organizational entities is to the event’s success. “The Buffalo Chip staff works closely with Meade County and the state of South Dakota emergency services to ensure that all guests are safe and happy,” says Griffith. “But we supplement with our own fire department, trucks and equipment, EMTs, and security. Our goal is that these crews are never busy, but they are here waiting to serve just in case.”
Keeping hundreds of thousands of restless and adventurous individuals entertained is a primary goal of the town, various Sturgis Rally organizations, the local bars like the Full Throttle Saloon, and venues like the Buffalo Chip. In addition to the beautiful riding in the Black Hills, scheduled specialty rides, burn-out competitions, and the requisite wet t-shirt contests, racing takes center stage at Sturgis. The racing legacy goes back to the very first rally when 9 riders competed in a race in town. Competition has included hill climbs, drag racing, and circuit track racing in many forms. This year, both American Flat Track (AFT) and Super Hooligan racing will be staged at the Buffalo Chip. K&N sponsors several top AFT racers, and is a primary sponsor for the Super Hooligan racing series.
“It is an ongoing process,” Griffith told K&N. “People see how the Buffalo Chip has grown over the years, becoming the center of the rally. Our friends and industry partners want to bring their races, bike shows, and events to the Chip, and we are happy to accommodate them. Our guests love the races and events as much as they love the concerts.” Speaking of concerts, Sturgis becomes a massive music festival during the rally. “We search all year long for the right bands, those who are on tour and have an opening on their calendar, but mostly we search for the bands that our guests are asking to see,” said Griffith. “Sometimes we get lucky and we get to present entertainment like Ozzy Osbourne, Aerosmith, Kid Rock, or Toby Keith.” This year, the Buffalo Chip will also feature the Michael Lichter presents Motorcycles as Art Exhibit. K&N is proud to be a major sponsor of the show that is titled “Old Iron – Young Blood.” The exhibit will display the work of the next generation of innovative bike builders.
There are certainly many ingredients that have made Sturgis the iconic annual gathering that it has become. History, location, and great planning are all factors. However, Griffith says the shared biker experience is the key to the continued growth of Sturgis. “It has certainly come a long way,” Griffith said. “There is a real love of the industry, a passion for motorcycles, the open road, and the music that goes with (the rally), but mostly for the camaraderie so prevalent at gatherings like the Buffalo Chip’s festival.” If you are planning to make the pilgrimage to Sturgis in 2017, stop by the K&N truck and trailer which will be on display at Black Hills Harley-Davidson in Rapid City, South Dakota. We will have the new AirCharger and Shaker intakes on display and for sale at the booth. | ||||||
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