Sturgis Motorcycle Rally

Sturgis is the rally every American rider measures the others against. It has run since 1938, and for ten days each August the Black Hills town turns over almost entirely to motorcycling — rides, concerts, and racing, with hundreds of thousands of vehicles streaming in. South Dakota's own count put 537,459 vehicles through in 2025.

The draw is as much the surrounding roads as the town itself. Sturgis sits at the doorstep of the Black Hills loops, so most riders treat the rally as a base camp — out on the byways by day, back on Main Street at night.

Plan ahead: lodging across the region books out months in advance, and the crowds are part of the experience rather than something to ride around. Check the official site for the current schedule before you lock your dates.