STURGIS, S.D. – The Sturgis Motorcycle Museum wrapped up the 2024 motorcycle riding season with strong year-to-date attendance and significant contributions to the economy of the Black Hills and the City of Sturgis.
“This year was a tremendous success for the Sturgis Motorcycle Museum,” said Museum Executive Director Heidi Haro. “We welcomed thousands of guests from around the world, not just motorcycle enthusiasts, but also Black Hills visitors that are curious about the rich history and culture surrounding the Sturgis Rally.”
The Museum served as a major draw for riders and non-riders, which is on-track to bring nearly 20,000 visitors to downtown Sturgis, with a corresponding boost to the city’s economy. These visitors enjoyed exploring the extensive collection of motorcycles, ranging from rare vintage models to award winning custom bikes and soaked up some of motorcycling’s rich history through the Hall of Fame and the stories behind the inductees to the Hall.
Special Events Rev Up Museum Energy
The Museum hosted a variety of events throughout the season, further amplifying its appeal and economic impact:
- Scott Jacobs Unveils Newest Panting: Renowned artist Scott Jacobs chose the Sturgis Motorcycle Museum as the venue for the unveiling of his latest masterpiece, an oil painting titled “Rivals in the Dust,” featuring American Flat Track champions Scott Parker and Jared Mees. Nearly 100 attendees witnessed the unveiling and received a limited-edition print signed by the artist and both of the riders, with proceeds benefiting the Museum.
- Michael Lichter Captures the Spirit of the Rally: A special exhibit curated by Keith Ball and sponsored by Bikernet.com showcased ten iconic photographs by renowned photographer Michael Lichter. These captivating images chronicled riders, events, and the camaraderie that defines the Sturgis Rally experience.
- Sold-Out Hall of Fame Induction Breakfast: The Museum’s signature fundraising event, the annual Hall of Fame Induction Breakfast, sold out well in advance of the event which took place in August during the Sturgis Rally. This year’s inductees are a diverse group, whose backgrounds include Hollywood fame, racing championships, and business success. All of the inductees share a passion for motorcycles and a penchant for supporting veterans, the elderly, or motorcyclists’ rights. South Dakota Governor Kristie Noem attended the event and introduced David Uhl, a 2024 HOF inductee and noted motorcycle artist, who also happens to be the painter of her official portrait.
- Supporting AFT Sturgis TT Race: As a proud partner of the AMA Flat Track racing community, the Museum actively supported the inaugural AFT Sturgis TT Race, the first-ever motorcycle race on the streets of downtown Sturgis. Held during the final weekend of the Rally and broadcast nationally on Fox TV, the event attracted dozens of race teams and riders and brought thousands of race fans to the city.
- Good Guys’ Hall of Fame Road Tour: In September, the Museum partnered with the Good Guys’ Hall of Fame Road Tour. This unique event brought a rolling showcase of custom cars to the museum’s parking area, making downtown Sturgis a destination for hundreds of excited custom car enthusiasts.
Expanding Collection Enhances Visitor Experience
Beyond exciting events, the Museum’s permanent collection saw significant growth, adding seven unique motorcycles to its already impressive collection. These new additions ranged from early 20th-century Harley-Davidsons to a globally recognized, award-winning custom motorcycle. In addition, valuable racing and riding memorabilia donations further enhanced the Museum’s offerings. The museum’s curators typically rotate the collection to highlight new and “featured” motorcycles.
Looking Ahead: A Commitment to Sturgis and Beyond
“We are thrilled with the positive impact the Sturgis Motorcycle Museum is having on the local community,” commented Museum Board Chair Craig Bailey. “Looking ahead, we are committed to expanding our Hall of Fame, offering even more engaging exhibits, and celebrating the motorcycle culture in Sturgis and beyond.”
