The Sturgis Motorcycle Rally is widely regarded as the largest motorcycle rally in the world.
Every August, 500,000+ riders converge on Sturgis, South Dakota, and the surrounding Black Hills for 10 days of riding, concerts, racing, custom bikes, vendor expos, and motorcycle culture.
Motorcycle enthusiasts travel from all 50 U.S. states and dozens of countries to experience the rally.
The rally generates roughly $800 million in economic activity across western South Dakota each year through tourism, lodging, restaurants, entertainment, fuel, and retail sales.
Main Street becomes a rolling motorcycle museum. Thousands of vintage, custom, antique, and one-of-a-kind motorcycles line the streets, from restored pre-World War II bikes to cutting-edge custom builds.
The Miss Buffalo Chip Contest is one of the signature entertainment events held each year during the Sturgis Motorcycle Rally at the Legendary Buffalo Chip Campground. It is an adult-themed pageant that combines stage presence, personality, confidence, and audience interaction with swimsuit modeling in front of large crowds. It has become one of the rally’s most recognizable traditions.
What: Sturgis Motorcycle Rally
When: August 7-16, 2026
Where: Sturgis, South Dakota
Homepage