Downtown Sturgis during Bike Week.
The Harley-Davidson Motor Company and the city of Sturgis, South Dakota, revealed a mutual long-term agreement between the two last week, one that ensures Harley-Davidson will be the official motorcycle of the annual August event, and a major sponsor of Sturgis Bike Week, through 2090. The 75-year term length is no coincidence, as the city of Sturgis will be celebrating its 75th annual event this year.
To that end, Harley-Davidson is throwing a large amount of capital at the city, announcing the construction of a permanent plaza on Main Street in Sturgis’ downtown district. Though owned by Harley-Davidson, the venue will be available year-round for additional motorcycling events, concerts or even weddings. Construction of the plaza is expected to be completed in time for the 75th anniversary kick-off on August 1.
Bill Davidson, great-grandson of one of the Motor Company’s founders, announced the agreement at a ceremony in Milwaukee on January 15, where one of the bricks from the foundation of Harley-Davidson’s headquarters was removed with a tug from a 2015 H-D Street 750 motorcycle. The brick will be transported to this year’s Bike Week by a fleet of Harley-Davidson employees on their motorcycles, along with another brick from the façade of the H-D Museum in Milwaukee and 73 other bricks from the “bikes only” parking area at Harley-Davidson world headquarters. Matt Levatich, president and COO of Harley-Davidson stated at the ceremony in Milwaukee, “Riding is a passion passed down through generations, so it’s important we celebrate the legacy and history of Harley-Davidson in Sturgis, while helping creating new memories.”
Sturgis Mayor Mark Carstensen stated: “For decades, Harley-Davidson has been the motorcycle of choice for Sturgis Motorcycle Rally fans and a great partner to the City of Sturgis. Today it gives me great pleasure to solidify its importance by making it the official motorcycle of the Sturgis Motorcycle Rally.”
The author (L) and his brother-in-law on a trip to Sturgis in 2007.
The addition of the plaza to the city’s downtown insures the long-term commitment of the Motor Company and the citizens of the city that the annual pilgrimage will continue for decades to come. If you have never been to Sturgis before, or have been planning a return there, 2015 could be the year you should consider. The riding in the area is some of the best this country has to offer, in my opinion, with national parks and many family attractions less than a day’s ride away.
