MITCHELL, S.D. (MITCHELLNOW) It predates America’s entry into World War II.
It didn’t start out as a big deal.
And it all officially starts today and runs through August 10.
But through the years, the annual Sturgis Motorcycle Rally has grown and grown—and so has its legend and stories.
Here are few things you may not have known about the history of the big event.
1. 🏁 It Started as a Dirt Track Race
The rally began in 1938 as the Black Hills Motor Classic, founded by Clarence “Pappy” Hoel and the Jackpine Gypsies motorcycle club. It was just one day of races and stunts—no concerts, no massive crowds.
2. 🏷️ The City of Sturgis Owns the Rally Name
The city trademarked “Sturgis Motorcycle Rally” and aggressively protects it. Merch vendors must license the name, and lawsuits over branding rights have reached federal courts.¹
3. 🚙 Most Riders Are From Out of State. South Dakotans are outnumbered at their own rally. The majority of attendees hail from states like Texas, Minnesota, and Colorado.
4. 🚓 Law Enforcement Presence Is Massive
The South Dakota Highway Patrol, National Guard, FBI, and local agencies coordinate a multi-agency operations center during the rally.
5. 🚨 Sexual Assault and Trafficking Draw Federal Scrutiny
The FBI and DOJ have intervened in past years to monitor for trafficking and sexual assault.
6. 🍻 Sturgis Profits Big on Booze
In 2022, temporary malt beverage tax revenue from the rally topped $350,000.
7. 🚾 One of the Top Rally Offenses: Peeing in Public
Dozens of citations are issued for public urination every year.
8. 🛏️ Rooms Book Up a Year in Advance
If you’re planning to stay in or near Sturgis during Rally Week, you’d better plan early. Hotels, motels, and campgrounds in the Black Hills often sell out months—sometimes a full year—in advance. Lodging prices spike, and even Rapid City fills up fast. Some riders book next year’s room before they check out this year.
9. 🎖️ Veteran Tributes Are a Rally Centerpiece
Events like the Legends Ride and Freedom Celebration honor service members.
10. 🧳 Some Locals Just Leave
Many Black Hills residents take vacations to avoid rally crowds and traffic.