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Sturgis adopts “City of Riders” as official motto

STURGIS, S.D. – Sturgis has been known as the “City of Riders” for quite some time, and at Monday night’s council meeting, city leaders decided to pass a resolution to make it the official motto.

It didn’t come without some consternation.

Sturgis Resident Richelle Bruch says Sturgis has also been known as the “Key City,” and wanted more public input on the matter.

Lisa Katzenstein, Sturgis Director of Human Services says this is more of an acknowledgment this has been the city’s motto for a while.

The phrase is no longer trademarked. It had been registered with the U.S. Trademark office, but because it did not generate any revenue, or have the possibility of generating revenue, the cost of maintaining it exceeded the perceived benefit for the city.

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