The countdown is on for the 85th Sturgis Motorcycle Rally, and this year’s event promises to be the most thrilling and action-packed rally yet, with new attractions, landmark experiences, and major expansions across the city and Black Hills area.
Michael Lichter Update
Renowned photographer Michael Lichter is the Flying Piston Benefit’s Featured Artist for 2025. He is signing hero cards during the August 3, breakfast in the Big Engine Bar at the Buffalo Chips’ CrossRoads facilities. Click here for tickets.
He will be honored with the 2025 Arlen Ness Lifetime Achievement Award during the rally. A special retrospective of his work—spanning 45 years of biker life and culture—will be on display August 1–9 at the Full Throttle Saloon’s new Expo Center Gallery. The exhibit features iconic images of Sturgis from the 1970s through today, along with never-before-seen pieces capturing the spirit of the rally.
Buffalo Chip Campground Update
At the Legendary Buffalo Chip Campground, the action kicks into high gear with a massive lineup of racing, stunts, and entertainment. New this year are Ultra4 off-road races, flat track and ArenaCross competitions, and a jaw-dropping Harley-Davidson jump over the Budweiser Bridge. The Chip delivers nonstop energy with thirteen bike shows, two days of daredevil stunts, and concerts from artists with a combined 151 Top 10 singles, 482 gold, platinum, and diamond records, and a staggering 84 million monthly Spotify listeners.
NEW Harley-Davidson Dealership in Sturgis
Among the biggest additions is the debut of the first-ever full-line Harley-Davidson dealership in Sturgis. The new Sturgis Harley-Davidson dealership will feature over 300 new and pre-owned motorcycles on site, plus a complete inventory of parts, accessories, and apparel.
The Sturgis Motorcycle Museum Update
The Sturgis Motorcycle Museum & Hall of Fame will also make history, with the induction of nine notable members of the riding community during its annual ceremony on Wednesday at the Hall of Fame breakfast.
On Monday, the museum hosts Pearl’s Jam: a groundbreaking, all-day celebration of women in motorcycling. Named in honor of Pearl Hoel—wife of Rally founder Pappy Hoel and a key figure in Sturgis history—Pearl’s Jam will be the first female-focused event of Rally Week. Featuring appearances by legendary riders, educational seminars, live music, and exclusive art displays. The day promises to be a powerful tribute to the women who ride and the ones who paved the way for all types of motorcyclists.
