(From Todd Epp, Northern Plains News)
The 85th Sturgis Motorcycle Rally drew crowds larger than last year’s, but the roar of pipes is sharing space with a quieter message: bring the kids.
City of Sturgis officials report the 25- to 44-year-old age group increased by three percent between 2022 and 2023. New concerts, races, and vendor options are designed to appeal beyond the traditional biker crowd.
Some Black Hills towns are leaning into the shift. In Hill City, blocks of Main Street were reserved for motorcycles, but families filled the sidewalks for shopping and ice cream. City officials emphasized their family-friendly approach to the rally.
City officials say broadening the audience is good for business. This year’s rally generated more than $1.5 million in state and local taxes, up 13 percent from 2024.
But some longtime riders see a cultural shift. Jessica Loobey, a bartender for Sidehack Saloon, told KOTA-TV during the 84th rally that the crowd was quieter, saying “everybody is so respectful and nice this year.”
For younger visitors, safety and inclusivity are selling points. For older riders, the question is whether the rally’s edge can survive its own success.
The rally’s future may hinge on how those two visions coexist: one chasing growth through broader appeal, the other holding onto a legend built on noise, risk, and freedom.
