In 1938 when young Pappy Hoel opened the doors to the first Indian Motorcycle dealership in Sturgis, SD, he knew there had to be a way to get customers and to have some fun doing it.
Pappy sent out letters to nearly 400 motorcycle riders and racers across the country in January of that year, inviting them to race in the black hills in august. Much to his excitement, nearly 40 racers showed up. Pappy and his wife pearl provided free camping in their backyard and local churches provided gospel music for entertainment. Pappy and pearl decided it was a success and vowed to host the rally again in 1939. To their astonishment, over 100 racers and spectators attended the second rally.
By 1980 more than 100,000 motorcyclists attended the Sturgis Motorcycle Rally. Vendors were making tons of money and the concert line-up was surpassing any other venue in the country. As the party got bigger (and louder) the city was forced to ban camping in the city limits, leaving legendary main street to become the largest motorcycle spectacle in the world. Motorcycles of all shapes and sizes can be seen riding the streets in town and the winding roads of the Black Hills just minutes away.
Fast forward to the year 2020 where now the Sturgis Motorcycle Rally is celebrating its 80th Anniversary. The town of Sturgis and the surrounding area bustles with campers, bikers, on-lookers and everything in between. The rally draws vendors and food trucks from around the country to downtown Sturgis. Walking Main and Lazelle streets in Sturgis is nothing short of an adventure. Here, you can catch some of the biggest characters and craziest custom bikes.
A motorcycle ride through the Black Hills and Badlands offers thrilling experiences and fantastic scenery. From north to south and east to west, the entire region is dotted with epic rides. It’s no wonder hundreds of riders make the annual pilgrimage to Sturgis for the motorcycle rally each year.
