Sturgis Motorcycle Rally

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The first rally was held by Indian Motorcycle riders on August 14, 1938, by the Jackpine Gypsies motorcycle club.{{Cite web|url=https://sturgismotorcyclerally.com/index.php?page=timeline|title=Timeline of History of the Sturgis Motorcycle Rally|website=sturgismotorcyclerally.com}} The club still owns and operates the tracks, hillclimb, and field areas where the rally is centered. The first event was called the "Black Hills Motor Classic." The founder was Clarence "Pappy" Hoel. He purchased an Indian motorcycle franchise in Sturgis in 1936 and formed the Jackpine Gypsies in 1938.{{Cite news|date=January 28, 1938|title=Chasing Coyotes Via Motorcycles May Be New Sport|work=Rapid City Journal|quote=The new organization, with about 20 members, will be known as the Jack Pines Gypsies' Motorcycle club, and plans the hunt for Sunday if weather permits.}} The Jackpine Gypsies were inducted to the Motorcycle Hall of Fame in 1997.{{mhof|344|Jackpine Gypsies}} Hoel was inducted into the AMA Hall of Fame the following year.{{mhof|198|J.C. Hoel}}

The focus of a motorcycle rally was originally racing and stunts. In 1961, the rally was expanded to include the Hillclimb and Motocross races. This could include half-mile track racing (the first year in Sturgis, there were 19 participants), intentional board wall crashes, ramp jumps and head-on collisions with automobiles.

The Sturgis Rally has been held every year, with exceptions during World War II. In 1942, the decision was made by the Black Hills Motor Classic Committee to not hold their regular event until after the war was over. The reason given for not holding the event was the "inability to obtain high-class talent."{{Cite news|date=January 31, 1942|title=Sturgis Not to Hold Regular Motorcycle Races This Year|work=Rapid City Journal|quote=The annual motorcycle races, sponsored by the Black Hills Motor Classics Inc., each year, will abandon its regular show this year, it was decided at a meeting of the stockholders here recently. Inability to obtain high-class talent this year was given as a reason for not staging the annual event. Plans for resumption of the races will be given consideration as soon as the war is over, it was decided.}} The Sturgis Rally would not be held again until 1946, when the Black Hills Classic Reorganized and made plans to revive the motorcycle rally.{{Cite news|date=January 31, 1946|title=Motor Classic Reorganizes|work=Rapid City Journal|quote=The organization plans to revive the motorcycle races which were held annually before the war.[sic?]}}

Originally the rally was composed of two separate events that spanned three days. Starting of the event was a Gypsy tour, where riders would be guided through the Black Hills by an escort of Jackpine Gypsy club members. The following two days would be filled with motorcycle and automobile races. Additional events would be held in the downtown district of Sturgis, including parades, dances, and animal shows.{{Cite news|date=July 21, 1939|title=Sturgis 'Gypsy Tour' Looms As Colorful Motorcycle Event|work=Rapid City Journal|quote=Committees are working fast and furiously in preparation for the Black Hills Motor classic, to be held here Aug. 12 and 13... One of the interesting features of the motorbike event will be a Gypsy tour, to be staged Aug. 11, when 400 and 700 riders will be entertained by a trip through the Hills, guided by an escort of Jackpine club members... Many added attractions are being planned by the classic committees, including parades, aerial trapeze acts and an animal show in the downtown district. }}

Through the 1970s and early 1980s, many attendees camped in City Park.{{Cite web|last=staff|first=Journal|title=70 years of the rally: Two wheels, seven decades, countless stories|url=https://rapidcityjournal.com/news/70-years-of-the-rally-two-wheels-seven-decades-countless-stories/article_91958fcc-9d3f-11df-ab9d-001cc4c03286.html|access-date=2020-12-30|website=Rapid City Journal Media Group|language=en}} When a record 40,000 visitors arrived in Sturgis in 1980, local residents became concerned with the behavior of these attendees.{{Cite web|last=staff|first=Journal|title=The Story of Sturgis: Part 6, the 1980s and 1990s|url=https://rapidcityjournal.com/sturgisrallydaily/news/the-story-of-sturgis-part-6-the-1980s-and-1990s/article_962b0faf-85df-53b6-983b-f4502fe4b447.html|access-date=2020-12-30|website=Rapid City Journal Media Group|language=en}} In 1982, a referendum was presented to the city asking them to no longer provide municipal services such as parking on Main Street, law enforcement and allowing camping in City Park.{{Cite news|date=November 3, 1982|title=Sturgis voters want to keep Black Hills Motorcycle Classic|work=Rapid City Journal|quote=In September, petitions were presented to the city asking the council to tell rally sponsors that it will no longer block off Main street for parking, provide law enforcement or allow camping in City Park during the rally--strong restrictions on an event that drew an estimated 45,000 bikers one day last summer.}} City attorney Dale Hansen advised that any vote would be non-binding and could not stop the rally because the motorcycle rally is sponsored by private groups.{{Cite news|date=August 24, 1982|title=Disgruntled Sturgis citizens rally support for end to biker classic|work=Rapid City Journal|quote=City Attorney Dale Hansen said last week that any vote would be non-binding because the motorcycle classic is sponsored by private groups.}} Although the referendum was defeated 1,454 to 826,{{Cite news|last=Imrie|first=Bob|date=November 3, 1982|title=Sturgis Voters want to keep Black Hills Motor Classic|work=Rapid City Journal|quote=The resolution was defeated 1,454 to 826.}} the City of Sturgis followed the mayor's committee{{Cite news|last=Imrie|first=Bob|date=October 14, 1982|title=Committee's proposal on motorcycle rally includes closing city park|work=Rapid City Journal|quote=City park, the heart of the Sturgis motorcycle rally revelry, should be closed to such activity next year, according to a recommendation by a mayor's committee.}} recommendation to prohibit camping in City Park and eliminate downtown street vendors.{{Cite news|date=January 2, 1983|title=Sturgis Camping Prohibited|work=Rapid City Journal|quote=The city followed a committee's recommendations to cool down the classic by prohibiting camping in city park and eliminating downtown street vendors.}}

For many years, the rally was a seven-day event{{Cite book|last=Edeburn|first=Carl|title=Sturgis: The Story of the Rally|publisher=Dimensions Press|year=2003|isbn=1-893490-07-6|location=421 Seventeenth Avenue South, Brookings, SD, 57006|pages=234|quote=The rally was extended to its present seven-day format in 1975, and Youth Night, an event for 9 to 11 year-old racers was introduced.}} starting on a Monday during the first full week of August.{{Cite web |last= |first= |title=2020 Sturgis rally schedule has some bikers scrambling |url=https://rapidcityjournal.com/news/local/2020-sturgis-rally-schedule-has-some-bikers-scrambling/article_ffb145dd-73a5-509c-a449-c0f0343b7cd8.html |access-date=2020-12-30 |website=Rapid City Journal Media Group |language=en}}

In October 2016, the city of Sturgis expanded the city's dates to the 10-day format and have the rally start on the Friday before the first full week of August and end on the second Sunday. In 2017, the Rally became a 10-day event starting on the first Friday in August.

The South Dakota Department of Transportation provides official traffic counts, which sometimes differ from official attendance figures.{{citation|url=http://www.sturgis.com/2kstats.html|title=Rally statistics|publisher=Sturgis City Rally Department|access-date=2015-05-21|url-status=dead|archive-url=https://web.archive.org/web/20070212034126/http://www.sturgis.com/2kstats.html|archive-date=February 12, 2007|df=mdy-all}} Attendance is higher on major anniversaries (e.g. 75th in 2015) and one or two years prior to the anniversary and falls off the following year or two. "Attendance" is defined as vehicle crossings at about a dozen roads around Sturgis for 10 days, city-wide trash collection, vendor licenses issued in Sturgis, and other sources, not just the actual number of people attending the rally. Most attendees are counted multiple times, so the actual number of people attending is much lower than the listed attendance.

For many years, the Sturgis Chamber of Commerce claimed ownership of the words "Sturgis", "Sturgis Motorcycle Rally" and "Sturgis Rally & Races" through an attempted trademark claim. Those trademark claims were later transferred to Sturgis Motorcycle Rally Inc., which made efforts to enforce the claims.

In 2018, the United States Court of Appeals for the Eighth Circuit Court ruled the trademark invalid in a dispute between Sturgis Motorcycle Rally Inc. (SMRI) and Rushmore Photo and Gifts. In their ruling, the Court stated that the Sturgis Motorcycle Rally is a pluralistic endeavor promoted by multiple organizations. They further stated that the city's involvement does not extend beyond the provision of municipal services.

The record stated, “We agree and hold that the jury could not infer from the onerous planning that the City undertakes to provide infrastructure for the rally that the City was the organizer or sponsor of the rally. To allow such an inference would be tantamount to saying that it would be reasonable to infer that the City of New York organizes the sessions of the United Nations General Assembly because of everything it does to assist their occurrence. One cannot infer from the fact that a city augments its municipal services to accommodate those who attend an event-e.g., a funeral or political protest-that it organizes, promotes, or sponsors the event in a way that would permit it to acquire ownership over the event or its intellectual property."

For many years the city has been in an agreement with SMRI, and its predecessor-in-interest, the Sturgis Area Chamber of Commerce, to license use of the words "Sturgis", "Sturgis Motorcycle Rally" and "Sturgis Rally & Races". That agreement involving invalid trademark enforcement generated millions of dollars in royalties and sponsorship dollars.{{citation|title=70th Sturgis motorcycle rally statistics compiled by the city of Sturgis and the rally department|publisher=Black Hills State University|date=February 8, 2011|url=http://www.bhsu.edu/StudentLife/Living/ResidenceLife/SturgisRally/RallyNews/tabid/11232/articleType/ArticleView/articleId/3453/70th-Sturgis-motorcycle-rally-statistics-compiled-by-the-city-of-Sturgis-and-the-rally-department.aspx|access-date=2013-01-25}} On December 11, 2019, Federal Judge Jeffery Viken ordered that SMRI may no longer attempt to claim ownership of "Sturgis", "Sturgis Motorcycle Rally" or "Sturgis Rally & Races". The court order called for trademark cancellations to be sent to the United States Patent and Trademark Office.{{Cite web|title=Sturgis Motorcycle Rally, Inc. v. Rushmore Photo & Gifts, Inc., CIV. 11-5052-JLV {{!}} Casetext Search + Citator|url=https://casetext.com/case/sturgis-motorcycle-rally-inc-v-rushmore-photo-gifts-inc-9|access-date=2020-12-31|website=casetext.com}}

The City of Sturgis has calculated that the Rally brings over $800 million to South Dakota annually. The City of Sturgis earned almost $270,000 in 2011 from selling event guides and sponsorships. In 2019, the Rally generated $628,116 for local charities.{{cite press release |date=October 3, 2019 |publisher=City of Sturgis |url=https://www.sturgis-sd.gov/media/Departments/Rally%20&%20Events/Charitable%20Giving%202019.pdf |title=City of Sturgis announces, "Give Back" Rally Campaign numbers}} In 2020, the rally provided 21% of the city's annual revenue.{{Cite web|url=https://www.sturgis-sd.gov/media/Departments/Finance/2020%20Budget.pdf|title=City of Sturgis - 2020 Budget|access-date=July 6, 2023}}

There were 187 individuals jailed at the 2020 rally.{{cite web|url=https://www.sturgis-sd.gov/media/Departments/Rally%20&%20Events/2020%20Final%20PD%20Report.pdf|title=Sturgis Police Department - Final Tally of Arrests & Violations - 2020 Motorcycle Rally|access-date=July 6, 2023}} Approximately $250,000 worth of motorcycles are stolen annually.{{citation|last=Dalton|first=Aaron|title=Biggest thing on two wheels. (TECHWATCH: This Month)|journal=Popular Mechanics|publisher=Hearst Magazines |date=August 1, 2005|access-date=2013-01-25|url=http://www.highbeam.com/doc/1G1-134210834.html|archive-url=https://web.archive.org/web/20160324220656/https://www.highbeam.com/doc/1G1-134210834.html|url-status=dead|archive-date=March 24, 2016}}

Rally-goers are a mix of white-collar and blue-collar workers and are generally welcomed as an important source of income for Sturgis and surrounding areas. The rally turns local roads into "parking lots",{{citation|work=Morning Edition|publisher=National Public Radio |title=Profile: Thousands of Harley riders converge on small South Dakota town every year for a rally|date=August 9, 2000|url=http://www.highbeam.com/doc/1P1-31350798.html|archive-url=https://archive.today/20130216051224/http://www.highbeam.com/doc/1P1-31350798.html|url-status=dead|archive-date=February 16, 2013|access-date=2013-01-25}} and draws local law enforcement away from routine patrols.{{citation|title=Security + Service = Satisfaction|journal=Journal of Property Management|date=May 1, 2000 | last=Vellani|first=Karim|url=https://www.questia.com/read/1G1-63795876|access-date=}}{{dead link|date=July 2021}} Furthermore, the large numbers of people visiting the town and region served as a model for the state of Oregon in preparation for the solar eclipse of August 21, 2017, given the expected impact on emergency services.{{Cite web |url=http://www.oregonlive.com/health/index.ssf/2017/08/antidote_for_rattlesnake_bites.html |title=Eclipse 2017: Hospitals stock up on blood, rattlesnake bite antidote |last=Lynne |first=Terry |date=2017-08-10 |website=The Oregonian |access-date=2017-08-10}}

The Lakota Indian tribe in coalition with other tribes has protested the large amount of alcohol distributed at the event so close to the sacred Bear Butte, but also acknowledged that income from the event was important to the region and also benefits some members of the tribes.{{citation|publisher=National Public Radio |work=All Things Considered|date=August 2, 2006|title=In Sturgis, a Clash Over Motorcycle Rally|url=http://www.highbeam.com/doc/1P1-127005495.html|archive-url=https://web.archive.org/web/20160325110831/https://www.highbeam.com/doc/1P1-127005495.html|url-status=dead|archive-date=March 25, 2016|access-date=2013-01-25}}

There are generally several motorcycle related fatalities each year. The 75th anniversary in 2015 saw the highest number of fatalities at 15. The next most deadly years were 2023 and 1990 which both had 11 fatalities. In addition there are many more motorcycle accidents which are non-fatal. The number of non-fatal accidents generally range from 45-70 accidents. One of the leading causes of accidents is riders failing to navigate turns. Another leading factor is often alcohol or drugs.

Concerns about the possible spread of the COVID-19 pandemic and travel restrictions were expected to lead to lower attendance in 2020.{{cite web |last1=Daly |first1=Michael |title=Even the Official Motorcycle Brand of the Sturgis Rally Thinks the Mass Gathering Is Too Risky |url=https://news.yahoo.com/even-official-motorcycle-brand-sturgis-091043595.html |website=news.yahoo.com |publisher=The Daily Beast |access-date=August 8, 2020}} The 2020 final traffic count was about 462,000.

While some health officials and local leaders wanted to cancel the rally, that proved impossible since many events take place beyond the city limits.{{cite web |last1=Orecchio-Egresitz |first1=Haven |title='It's literally impossible to stop': Sturgis, South Dakota, braces for hundreds of thousands of bikers to arrive for an event in the middle of a pandemic |url=https://news.yahoo.com/literally-impossible-stop-sturgis-south-231030345.html |website=news.yahoo.com |publisher=Business Insider |access-date=August 8, 2020}}{{Cite magazine|last=Blistein|first=Jon|date=2020-08-12|title='Freedom-Loving People': Behind the Scenes at That Controversial Smash Mouth Show in South Dakota|url=https://www.rollingstone.com/music/music-news/sturgis-covid-19-biker-fest-smash-mouth-1043040/|access-date=2020-08-22|magazine=Rolling Stone|language=en-US}} The 250,000 participants were recommended but not required to wear face masks in a state that had seen 9,371 confirmed cases, and 144 deaths due to contraction of COVID-19 (0.016% of the state's population).{{cite web |last1=Burke |first1=Minyvonne |title=Sturgis motorcycle rally draws thousands of bikers despite coronavirus fears |url=https://news.yahoo.com/sturgis-motorcycle-rally-draws-thousands-164500341.html |website=news.yahoo.com |publisher=NBC News |access-date=August 8, 2020}} Several checkpoints to stop outsiders were put up on the Cheyenne River Indian Reservation, an action that state and federal officials consider illegal.{{cite web |last1=Helmore |first1=Edward |title=Thousands of bikers heading to South Dakota rally to be blocked at tribal land checkpoints |url=https://news.yahoo.com/thousands-bikers-heading-south-dakota-161317138.html |website=news.yahoo.com |publisher=The Guardian |access-date=August 8, 2020}} The 2020 final traffic count was about 462,000, with many attendees not wearing masks or observing social distancing.{{Cite web|date=August 18, 2020|title=2020 Sturgis Rally Final Vehicle Counts|url=https://news.sd.gov/newsitem.aspx?id=27174|access-date=2020-08-22|website=South Dakota State News Home}}

Cell phone data showed that by August 25, 2020, 61% of US counties had been visited by a Sturgis attendee.{{Cite web|date=2020-08-24|title=Revved by Sturgis Rally, COVID-19 infections move fast, far|url=https://apnews.com/3ea1a021f82fee05736f22138df90ddf|access-date=2020-08-28|website=AP NEWS}}

As of August 20, 2020, seven COVID-19 cases in the Nebraska Panhandle had been traced to the Rally, and 22 cases had been reported among out-of-state attendees.{{Cite web|last=Matzen|first=Morgan|date=2020-08-20|title='Less than 25' COVID-19 cases tie back to Sturgis rally so far, DOH reports|url=https://rapidcityjournal.com/news/local/state-and-regional/less-than-25-covid-19-cases-tie-back-to-sturgis-rally-so-far-doh-reports/article_ac758b84-ba3e-5338-8542-232d4b0adf23.html|access-date=2020-08-21|website=Rapid City Journal Media Group|language=en}} As of August 21, 2020, Minnesota had 15 cases traced to the rally, with more cases expected,{{Cite web|last=Kaur|first=Harmeet|date=2020-08-21|title=Covid-19 cases tied to the Sturgis motorcycle rally in South Dakota have reached across state lines|url=https://www.cnn.com/2020/08/21/us/sturgis-motorcyle-rally-sd-covid-nebraska-trnd/index.html|access-date=2020-08-22|website=CNN}} and a few cases had been reported in Wyoming.{{Cite web|date=2020-08-22|title=COVID-19 tied to Sturgis rally: What other states have seen|url=https://www.keloland.com/news/healthbeat/coronavirus/covid-19-tied-to-sturgis-rally-what-other-states-have-seen/|access-date=2020-08-22|website=KELOLAND.com|language=en-US}} Public health notices were issued for One-Eyed Jack's Saloon, The Knuckle Saloon, The Broken Spoke, and Asylum Tattoo in Sturgis, and for the Bumpin’ Buffalo Bar and Grill in Hill City.{{Cite web|date=2020-08-20|title=Employee at tattoo shop in Sturgis tests positive for coronavirus|url=https://www.keloland.com/news/healthbeat/coronavirus/employee-at-tattoo-shop-in-sturgis-tests-positive-for-coronavirus/|access-date=2020-08-21|website=KELOLAND.com|language=en-US}}{{Cite web|date=2020-08-14|title=DOH: COVID-19 potential exposure at Bumpin' Buffalo Bar and Grill in Hill City|url=https://www.keloland.com/news/healthbeat/coronavirus/doh-covid-19-potential-exposure-at-bumpin-buffalo-bar-and-grill-in-hill-city/|access-date=2020-08-21|website=KELOLAND.com|language=en-US}}{{Cite web|date=2020-08-21|title=DOH says potential COVID-19 exposure at three businesses in Sturgis|url=https://www.keloland.com/news/healthbeat/coronavirus/doh-says-potential-covid-19-exposure-at-three-businesses-in-sturgis/|access-date=2020-08-22|website=KELOLAND.com|language=en-US}} Some exposures in Minnesota could not be traced to specific locations. A Minnesota public health official urged all rallygoers to monitor for symptoms for 14 days, adding that "if you are feeling ill after returning from the event, please get tested and self-isolate while you wait for the test results."{{Cite news|last=Karnowski|first=Steve|date=2020-08-21|title=15 Minnesotans catch coronavirus at Sturgis Motorcycle Rally|url=https://www.washingtonpost.com/health/15-minnesotans-catch-coronavirus-at-sturgis-motorcycle-rally/2020/08/21/9c55cee8-e3f4-11ea-82d8-5e55d47e90ca_story.html|access-date=2020-08-01|newspaper=Washington Post}}

By August 24, 2020, there were a total of 76 cases linked to the rally (0.016% of attendees), in four states, South Dakota, Minnesota, Nebraska and Wyoming, with additional reports of cases in North Dakota and Washington State. The number rose to 103 (0.022% of attendees) on August 26, in at least eight states, including 37 cases in South Dakota, and cases in Wisconsin, Montana, Wyoming, Nebraska, Washington and North Dakota.{{Cite magazine|last=Kreps|first=Daniel|date=2020-08-26|title=Covid-19 Cases Connected to Sturgis Rally Rise After Event that Featured Smash Mouth, Lit, More|url=https://www.rollingstone.com/music/music-news/covid-cases-sturgis-rally-rise-1050197/|access-date=2020-08-28|magazine=Rolling Stone|language=en-US}} On August 26, 6 cases were reported in New Hampshire.{{Cite web|last=Lopez|first=Siobhan|date=2020-08-26|title=6 NH residents among 100+ confirmed cases associated with Sturgis rally|url=https://www.wmur.com/article/6-nh-residents-among-100-confirmed-cases-associated-with-sturgis-rally/33812759|website=WMUR 9 ABC}} On August 27, over 20 cases were reported in Colorado.{{Cite web|date=2020-08-07|title=Colorado Reports 20+ Coronavirus Cases Linked To Sturgis Motorcycle Rally|url=https://www.msn.com/en-us/sports/more-sports/colorado-reports-20-coronavirus-cases-linked-to-sturgis-motorcycle-rally/ar-BB18rq0u|access-date=2020-08-28|website=CBS Denver via MSN}} Two of the cases reported in Minnesota were people who had been Sturgis event employees or volunteers.{{cite magazine |last1=Todisco |first1=Eric |title=At Least 103 New Coronavirus Cases in 8 States Linked to South Dakota Motorcycle Rally |url=https://www.msn.com/en-us/news/us/at-least-103-new-coronavirus-cases-in-8-states-linked-to-south-dakota-motorcycle-rally/ar-BB18mxWw?ocid=sf |archive-url=https://web.archive.org/web/20200826024830/https://www.msn.com/en-us/news/us/at-least-103-new-coronavirus-cases-in-8-states-linked-to-south-dakota-motorcycle-rally/ar-BB18mxWw |archive-date=August 26, 2020 |url-status=unfit |via=MSN |magazine=People |access-date=October 8, 2022}}{{cbignore}}

On August 27, 2020, the results of mass testing in Sturgis became available. Out of 650 tests there were 26 positive results, all asymptomatic.{{Cite web|date=2020-08-27|title=Mass testing results following Sturgis Rally|url=https://www.keloland.com/news/healthbeat/coronavirus/mass-testing-results-following-sturgis-rally/|access-date=2020-08-28|website=KELOLAND.com|language=en-US}}

As of August 28, 2020, 46 cases in Minnesota had been linked to the rally, including two hospitalizations, with one person in intensive care. An additional cluster of secondary transmission from the rally was identified at a wedding.{{Cite web|last=Wiese|first=Charlie|date=2020-08-28|title=MDH COVID-19 briefing: 46 Minnesota infections linked to Sturgis rally, cluster outbreaks on the rise|url=https://kstp.com/coronavirus/mdh-covid-19-briefing-46-minnesota-infections-linked-to-sturgis-rally-cluster-outbreaks-on-the-rise/5843164/|access-date=September 1, 2020|publisher=KSTP-TV|language=en}}{{Cite web|last=Loeks|first=Maunette|title=Seven cases of COVID-19 tied to Sturgis rally; three possible exposure sites announced|url=https://starherald.com/news/local_news/seven-cases-of-covid-19-tied-to-sturgis-rally-three-possible-exposure-sites-announced/article_1fa7a581-012c-53b7-9a73-88bbb4ad8c92.html|access-date=2020-09-11|website=Scottsbluff Star Herald|language=en}}{{Cite web|date=2020-08-23|title=MN Department of Health announces 7 more COVID-19 cases connected to Sturgis Rally|url=https://www.keloland.com/news/healthbeat/coronavirus/mn-department-of-health-announces-7-more-covid-19-cases-connected-to-sturgis-rally/|access-date=2020-09-11|website=KELO|language=en-US}}{{Cite web|last=Skluzacek|first=Josh|date=2020-08-24|title=Minnesota COVID-19 briefing: 27 cases linked to Sturgis, Mask Mandate impact after 30 days|url=https://kstp.com/coronavirus/minnesota-covid-19-briefing-27-cases-linked-to-sturgis-cdc-visiting-mdh-for-pilot-group-/5838388/|access-date=2020-09-11|publisher=KSTP-TV|language=en}}{{Cite web|last1=Groves|first1=Stephen|last2=Associated Press|date=2020-08-24|title=Revved by Sturgis Rally, COVID-19 infections move fast, far|url=https://trib.com/news/state-and-regional/revved-by-sturgis-rally-covid-19-infections-move-fast-far/article_86d17b38-af69-5e4e-bae0-4aaa5392310f.html|access-date=2020-09-11|website=Casper Star-Tribune|language=en}}{{Cite web|last=O'Kane|first=Caitlin|date=2020-08-26|title=More than 100 coronavirus cases in 8 states linked to massive Sturgis Motorcycle Rally in South Dakota|url=https://www.cbsnews.com/news/coronavirus-sturgis-motorcycle-rally-south-dakota-over-100-cases-8-states/|access-date=2020-09-11|website=www.cbsnews.com|language=en-US}} The number of infections increased substantially although health authorities suspected the real number could be far higher because many attendees refused to cooperate with contact tracers.{{cite web |last1=Coleman |first1=Justine |title=First coronavirus death occurs linked to Sturgis Motorcycle Rally in South Dakota |url=https://thehill.com/homenews/state-watch/514801-first-coronavirus-death-occurs-linked-to-sturgis-motorcycle-rally-in|website=The Hill|access-date=September 11, 2020 |language=en |date=2 September 2020}} On September 2, 2020, the first COVID-19 death related to the 2020 Sturgis rally was reported in Minnesota.{{cite news|url=https://www.grandforksherald.com/newsmd/coronavirus/6644418-Minnesota-reports-first-Sturgis-related-COVID-19-death#:~:text=The%20death%20related%20to%20the,two%20individuals%20from%20Hennepin%20County.|title=Minnesota reports first Sturgis-related COVID-19 death|last=Scott|first=Paul John|date=September 2, 2020|work=Grand Forks Herald|access-date=2 September 2020}}

A paper by economist Dhaval Dave and colleagues at IZA Institute of Labor Economics estimated the number of cases that could have been caused by the 2020 rally, at which few attendees wore masks, could have infected 267,000 and result in $12.2 billion in health care costs.[https://www.kansascity.com/news/coronavirus/article245571290.html "Sturgis biker rally adds 267,000 COVID cases and $12.2B in health costs, report says"]. Kansas City Star, Katie Camero, September 8, 2020. Retrieved September 11, 2020.{{cite web |last1=Friedson |first1=Andrew |title=The Contagion Externality of a Superspreading Event: The Sturgis Motorcycle Rally and COVID-19 |url=http://ftp.iza.org/dp13670.pdf |website=IZA Institute of Labour Economics |publisher=IZA Institute of Labour Economics |access-date=11 September 2020}}. On p. 32 (35/73 in the PDF), the text reads, "We are further able to document national spread due to the Sturgis Motorcycle Rally, although that spread also appears to have been successfully mitigated by states with strict infection mitigation policies. ... Adding the number of new cases due to the Rally in South Dakota estimated by synthetic control ... 266,796". A partnership between Slate magazine, New America, and Arizona State University, questioned the methodology and thereby contested the findings of the study. The Slate analysis did find the IZA estimates for Meade County, South Dakota, between 177 and 195 cases (0.038–0.042% of attendees), to be consistent with the raw data.{{cite web|last1=Dowd|first1=Jennifer Beam|author-link=Jennifer Dowd|date=September 10, 2020|title=Future Tense: The Sturgis Biker Rally Did Not Cause 266,796 Cases of COVID-19|url=https://slate.com/technology/2020/09/sturgis-rally-covid19-explosion-paper.html|url-status=unfit|archive-url=https://archive.today/20200912054137/https://slate.com/technology/2020/09/sturgis-rally-covid19-explosion-paper.html|archive-date=September 12, 2020|access-date=October 16, 2020|website=Slate|publisher=The Slate Group|quote=The original version of the article 'questioned the paper's estimates for Meade County based on a data error. The Meade County estimates are in fact in a range consistent with raw county data.'}} South Dakota governor Kristi Noem said the study was "fiction," and an "attack on those who exercised their personal freedom to attend Sturgis...Predictably, some in the media breathlessly report on this non-peer-reviewed model, built on incredibly faulty assumptions that do not reflect the actual facts and data here in South Dakota."{{citation needed|date=October 2021}} State epidemiologist Joshua Clayton stated, "From what we know the results do not align with what we know."{{citation needed|date=October 2021}}

By September 8, 2020, South Dakota reported 124 residents had become ill after attending the rally. On November 20, 2020, the Centers for Disease Control and Prevention (CDC) identified 51 people from Minnesota who were infected at the 2020 rally and another 35 who got secondary infections from attendees; four of the 86 were hospitalized and one died.{{Cite news|last1=Christensen|first1=Jen|last2=Maxouris|first2=Christina|date=November 21, 2020|title=Sturgis motorcycle rally in South Dakota led to a Covid-19 outbreak in Minnesota, new report says|url=https://www.cnn.com/2020/11/21/us/south-dakota-sturgis-rally-outbreak-minnesota/index.html|access-date=2020-11-22|work=CNN}} Researchers noted that the actual figures were probably higher since many people who attended the rally refused to speak to them. They also pointed out that the study only involved one state, although rally attendees came from across the country.{{cite news |last1=Conner |first1=Tracy |title=CDC Reveals Wild Spread of COVID-19 Cases From Sturgis Rally |url=https://www.yahoo.com/news/cdc-reveals-wild-spread-covid-180008343.html |access-date=November 21, 2020 |work=yahoo.com |publisher=Daily Beast |date=November 20, 2020}}

Concerns about virus transmission appeared again before the 2021 rally, expected to draw 700,000 visitors.{{cite news|title=The Sturgis Motorcycle Rally Is Coming Back Despite The Ongoing Coronavirus Pandemic|date=August 4, 2021|publisher=Associated Press|via=NPR|url=https://www.npr.org/2021/08/04/1024902949/sturgis-bike-rally-friday-2021-covid-delta-variant}} The City of Sturgis planned to make 15-minute self test kits for SARS‑CoV‑2 available during the 2021 rally.{{cite news|title=City of Sturgis to distribute self-administered COVID tests|publisher=KOTA-TV|location=Rapid City, South Dakota|date=August 4, 2021|url=https://www.kotatv.com/2021/08/05/city-sturgis-distribute-self-administered-covid-tests/}}

Shipping companies transport thousands of motorcycles to Sturgis for attendees who arrive via airline.{{cite news|url=http://travel.nytimes.com/2005/08/05/automobiles/05sturgis.html|title=The Really Easy Rider|first=Michelle| last= Higgins|work=The New York Times|date=August 5, 2005|access-date=2009-02-12}}

The Rapid City Journal and South Dakota Public Broadcasting feature daily coverage of the Sturgis Rally.{{citation|title=Sturgis Rally Daily|url=http://rapidcityjournal.com/sturgisrallydaily/|newspaper=Rapid City Journal|access-date=2013-01-25}}

The Seattle Times covered some of the 2008 Sturgis Rally while rock band Judd Hoos was playing at the Loud American Roadhouse.{{citation|title=Off-duty Seattle cop who shot Hells Angel feared for his lifee|url=http://www.seattletimes.com/seattle-news/off-duty-seattle-cop-who-shot-hells-angel-feared-for-his-life/|newspaper=Seattle Times|date=August 11, 2008 |access-date=2008-08-11}} All Gas No Brakes covered the 2020 rally.

In 1997, notable attendees at the rally included the crew from the television series COPS, and basketball player Dennis Rodman.{{citation needed|date=September 2020}}

From 1996 to 1999, World Championship Wrestling (WCW) held a pay-per-view event called Road Wild (Hog Wild for the 1996 event).{{cite news|title=2007 Wrestling Almanac & Book of Facts|work=Wrestling's Historical Cards|publisher=Kappa Publishing|year= 2007|pages=144}} Rodman participated at the show in the final year in 1999.

Sturgis was featured in Season 7, Episode 13 of King of the Hill, "Queasy Rider." The episode features Hank and Peggy buying a motorcycle to rekindle their marriage and traveling to the event.

Television coverage of the festival by the VH1 Classic network includes interviews and performances as well as rock music videos from the Buffalo Chip Campground.{{Cite web|title=TV NOTES & QUOTES|url=https://greensboro.com/tv-notes-quotes/article_555f1d1f-bca3-5f9c-a48f-39c77a3d5b07.html|access-date=2020-12-31|website=Greensboro News and Record|language=en}}{{Cite web|last=August 2004|first=Multi Channel News Staff 23|title=VH1 Classic Revs Up Its Bike|url=https://www.nexttv.com/news/vh1-classic-revs-its-bike-372205|access-date=2020-12-31|website=Multichannel News|date=August 23, 2004 |language=en}}{{Cite web|last=Blabbermouth|date=2004-08-04|title=TWISTED SISTER's DEE SNIDER Says 'I Wanna Rock' With VH1 CLASSIC|url=https://search.blabbermouth.net/news/twisted-sister-s-dee-snider-says-i-wanna-rock-with-vh1-classic/|access-date=2020-12-31|website=BLABBERMOUTH.NET}} The rally was featured in 2005 as part of the ESPN SportsCenter promotion 50 States in 50 Days.{{cite web|url=http://sports.espn.go.com/chat/sportsnation/fiftyfifty/index |title=50 States in 50 Days |date=August 10, 2005 |work=ESPN.com |access-date=August 16, 2010 |archive-url=https://web.archive.org/web/20050810014037/http://sports.espn.go.com/chat/sportsnation/fiftyfifty/index |archive-date=August 10, 2005 |url-status=unfit }}

The shows American Chopper and Orange County Choppers featuring bike builders Paul Teutul Sr and Paul Teutul Jr had multiple episodes that featured bikes being built for, and brought to the Sturgis Rally. In American Chopper season 2, episode 10 "David Mann Bike 1", Paul Sr, Paul Jr and the rest of the crew go to the Sturgis Rally. Paul Sr talks about how he has been going to the rally for a long time and reflects on all the people he had met at the rally. One of those people was artist David Mann, who had been in the hospital at the time and would die one month later, on September 11th, 2004. Paul Sr credits David Mann's paintings as the reason he wanted to start building choppers. American Chopper season 7, episodes 5-9 is a bike build-off between Paul Sr and Paul Jr, in which they compete to build bikes to be debuted at the Sturgis Rally. Paul Sr built an electric drag bike called "The Lawless Drag Bike"; meanwhile Paul Jr built two bikes, "The Anti-Venom Bike" and "The Geico Bike". Episodes 8 and 9 are spent in Sturgis, while episodes 5-7 are focused on building those bikes. The bikes were debuted on stage at the Buffalo Chip. In American Chopper season 11, episode 1 "Welcome Back", Paul Jr makes a trip to Sturgis to meet with the owner of the Buffalo Chip, Rod Woodruff. They discuss building a bike for the Buffalo Chip. In season 11, episode 2's "Getting the Bike Back Together", Paul Jr unveils the "Legend's Ride Chopper" at The Buffalo Chip Speakeasy. In addition to all of the American Chopper episodes filmed in Sturgis, Paul Sr also filmed one episode of his short-lived show Orange County Choppers at the Sturgis Rally. Season 1, episode 2's "The GAF Sturgis Bike" features Paul Sr and his team building a bike for GAF Roofing materials company. The company had the bike built with the request it would be gifted to a veteran at the Sturgis Rally.

Starting in 2009 an American reality television series began airing on the truTV network, Full Throttle Saloon, showing the inner operations at the world's largest biker bar just prior to the rally opening and for the duration of the rally each year.

Sturgis was also featured on American Pickers season 4, episode 6, "What Happens In Sturgis ...". Originally aired January 2, 2012, on the History Channel. "... When Mike tells Frank to pack up for a trip to South Dakota, Frank says he can't. He's secretly going to his 30th annual trip to the legendary Sturgis motorcycle rally, but says he'll cover the shop ...".List of American Pickers episodes Sturgis has also been featured in the TV Show Pawn Stars in which Richard and Corey Harrison visit Sturgis with Chumlee Russell on his birthday.

File:Sturgis 2010 (1).jpg

File:2005 Sturgis Motorcycle Rally, Granny in sidecar.jpg

File:2008 Sturgis Motorcycle Rally, street at night.jpg

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