INTERSTATE 90 is bracing for an explosive week as more than 700,000 bikers roar into town for the 85th annual Sturgis Motorcycle Rally.
This year’s milestone event is expected to break attendance records and bring the thunder to South Dakota’s Black Hills.
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The rally officially runs from Friday, August 1 through Sunday, August 10, but the action kicks off even earlier with pre-parties starting July 28.
Sturgis, a small town in Meade County, transforms into the fourth largest city in South Dakota during the rally.
What began in 1938 with just nine stunt riders and a few horses has become the biggest motorcycle rally in the world.
Attendance has climbed steadily over the decades, from 3,000 in 1940 to a record 747,032 in 2015.
In the past five years, the rally has averaged around 500,000 people annually.
Last year’s turnout dropped 8.1% from 2022, totaling 458,161 attendees, according to Harley-Davidson.
This year’s 85th anniversary could match or surpass the 75th rally’s record.
The city of Sturgis rakes in major profits during the rally, with $784 million generated in 2022 alone, according to officials.
The event also pumped $1.4 million in sales tax revenue into South Dakota’s coffers in 2024, despite a slight decline from 2023.
Opening ceremonies kick off August 1 with a flag procession, a blessing of the bikes by Mayor Kevin Forrester, and a parade featuring the Budweiser Clydesdales.
Centenarian rider Gloria Tramontin Struck will serve as grand marshal, leading the celebration after nearly 85 years on the road.
The speed limit near rally hotspots like Buffalo Chip and Full Throttle is just 35 mph, and traffic slows it down even more – low-speed handling is key.
Many riders also take the opportunity to explore Black Hills landmarks like Mount Rushmore and the Crazy Horse Memorial.
The rally brings together bikers from all over the world to celebrate freedom, horsepower, and the open road.
Sturgis Bike Rally
Dates:
August 1–10, 2025
(Pre-party runs July 28–31)
Location:
Sturgis, South Dakota – in the Black Hills
Anniversary:
85th annual rally, first held in 1938 with just nine riders
Expected Attendance:
700,000+
(2015 record stands at 747,032)
2023 Attendance:
458,161 – down 8.1% from the previous year
City Revenue:
$784 million generated in 2022
State Sales Tax (2024):
$1.4 million collected during rally week
Major Concert Headliners:
ZZ Top, Gene Simmons, Nickelback, Jason Aldean, Marilyn Manson, Five Finger Death Punch
Buffalo Chip Pass Sales:
Up 67% compared to 2024
Vendor Count (2024):
896 registered temporary vendors
Speed Limit Near Rally Venues:
35 MPH — slower with rally traffic congestion
Nearby Attractions:
Mount Rushmore, Crazy Horse Memorial
Grand Marshal:
100-year-old biker Gloria Tramontin Struck
ZZ Top opens the lineup on August 1 at 10 PM, followed by Gene Simmons on August 3.
Other major acts include Five Finger Death Punch, Marilyn Manson, Jason Aldean, Nickelback, Buckcherry, Tesla, and Stone Temple Pilots.
Concerts are included with camping admission and typically begin at 8 pm or 10 pm nightly.
Buffalo Chip pass sales are up a staggering 67% over last year, showing the massive anticipation for this year’s rally.
The Bikini Beach Pre-Party ran from July 28 to July 31 and featured Big Skillet as the warm-up act.
Beyond concerts, fans can expect stunt shows, drag racing, charity rides, and a sea of biker gear from nearly 900 vendors.
After 85 years, Sturgis remains the ultimate destination ride – and this year, it’s bigger and louder than ever.
