When Clarence "Pappy" Hoel purchased an Indian Motorcycle franchise in the depths of the Great Depression, he had no idea that he was about to begin the most famous motorcycle gathering in the world. It all began in 1938, when Pappy, his wife, Pearl, and his newly founded Jackpine Gypsies Motorcycle Club decided to host a race in Sturgis. Nine participants and a mere 200 spectators attended. Today the Sturgis Motorcycle Rally is one of, if not 'the' largest gatherings of motorcycle enthusiasts in the world. The Rally occurs every August in the Black Hills of South Dakota, home to Mount Rushmore, Crazy Horse National Memorial and Devil's Tower Monument to name a few of the area's most recognized 'icons'. The 2010 Sturgis Motorcycle Rally, August 9th - 15th, celebrates the 70th Anniversary of the event that has become known to motorcycle enthusiasts throughout the world as the "Granddaddy of 'em all”. Attendance for the 2009 Sturgis Motorcycle Rally was estimated at 442,163 with participants from all 50 states as well as Canada and dozens of other international communities including Japan, Australia, Germany, England, etc. From South Dakota’s Governor, to entertainment and sports superstars, to motorcycle industry legends, you’re likely to find them all strolling Main Street and enjoying the sights and sounds that are “Sturgis”!

Six hundred and ninety-six (696) temporary vendors set up shop within Sturgis city limits for the 69th Annual Sturgis Motorcycle Rally. Statistics from the South Dakota Department of Transportation indicate an average traffic count in Sturgis of 56,000 plus per day during the official week long reporting period. And, the South Dakota Department of Revenue reports over $10.1 million dollars in taxable sales transactions collected to date for the 2009 Sturgis Motorcycle Rally.