STURGIS, S.D. – The City of Sturgis announces the retirement of Rally & Events Director, Jerry Cole, following more than six years with the City leading the Rally & Events Department.
Under Mr. Cole’s leadership, the Rally & Events Department expanded its event offerings during the annual City of Sturgis Motorcycle Rally and broadened its appeal on the national and international stage. Besides coordinating the annual Mayor’s Ride, the Mayor’s Pub Crawl, and the City’s operational logistics, the Rally now includes formal Opening and Closing Ceremonies with world-class entertainment, numerous Rides, the Mayor’s Golf Tournament, the Legendary 5k Run, beard and tattoo contests and VIP packages. Mr. Cole worked to develop and implement the Rally’s new “winged S” brand and intellectual capital. All these efforts combined with the creation of the Sturgis Rally Endowment will ensure that the Rally continues to benefit the residents of Sturgis for decades to come.
Mayor Mark Carstensen says, “We cannot thank Jerry enough for his leadership and efforts these past six years, especially during the past two very challenging years, when Jerry ensured that the City could provide a safe and responsible Rally for our visitors.”
Council President Beka Zerbst highlighted that “Jerry developed a comprehensive digital marketing campaign to attract new Rally attendees. He successfully fostered a partnership with the State’s Department of Tourism to extend and amplify the reach of these digital marketing efforts. His efforts have greatly benefited the City.”
However, it is Mr. Cole’s quiet leadership with event development and promotion throughout the entire summer and shoulder tourism seasons that will have a lasting impact on Sturgis’s quality of life. From the development of the Wednesday night Music on Main concert series and mountain bike point series to the growth of the annual Sturgis Camaro Rally and the creation of the ATV Rally. Mr. Cole has shepherded events from concept to reality all while utilizing existing staff and revenue streams. Mr. Cole was also instrumental in promoting Sturgis as the perfect venue for South Dakota’s Gold Star Families Memorial Monument, scheduled to be placed downtown this spring.
City Manager Daniel Ainslie says, “Under Jerry’s direction, Sturgis is becoming known for events besides just the Rally. Music on Main, the ATV Rally, the mountain bike race series, and the Gravel Grinder, these events all highlight the beautiful natural resources just outside our community’s door. Jerry and his staff consistently produce high-quality, world-class events for our visitors. I wish Jerry the absolute best in retirement.”
The City will begin the selection process to fill the Rally & Events Director vacancy in the upcoming few weeks. Inquiries regarding the recruitment and selection process can be made to the Human Resources Department at (605) 347-4422 ext 221.
