Sturgis prepares for 78th Motorcycle Rally

The 78th Sturgis Motorcycle Rally is just around the corner. City staff, business owners, and vendors are preparing for the city’s biggest week of the year.

In downtown Sturgis, the streets may seem empty, but in a few weeks time, it will be full to the brim with bikers from across the country.

Rally organizers, like Sturgis Public Information Officer Christina Steele are working overtime to make sure everything is in line.

"We’re just now in the first stages of Rally, and the town is already busy," Steele said. "We have a lot of people who are here for Rally who will be vending in addition to the normal summer tourists coming through."

Business owners and vendors are working around the clock to set up tents, banners, and make sure their products are stocked. Jill Roache, a vendor with the Knuckle Brewing Company, said that preparations for the Rally start long before the summer. 

"In February, we start getting shirts in and folded, or getting them ready and know that our inventory is good and all that, but we also start selling them in February," Roache said. 

The city has received 141 vendor applications so far. At this point last last year, there were only 108. Sturgis is also preparing to put up temporary stop signs and traffic signals in some locations. In the coming weeks, the city will work with the South Dakota Department of Transportation to determine reduced speed limits in town and on the interstate. 

"So far, it’s shaping up to be a strong year between vendor activity and reports from hotels and campgrounds," said Steele.

The 78th Sturgis Motorcycle runs Aug. 3-12.

Categories: Local News