If you ride, Sturgis isn’t just a bucket-list rally—it’s a week-plus of ready-made networking with small-business owners, bankers, contractors, logistics folks, and other decision-makers who ride. Plan it right and you can mix iconic rides and concerts with casual meet-ups over coffee, breakfast, and late-night shows.
When is the next Sturgis Rally?
-
86th Rally: Aug 7–16, 2026. (Sturgis begins the first Friday in August each year.)
Signature events brokers should know about
-
City of Sturgis Mayor’s Ride (Sat, Aug 2, 2025): Breakfast, group ride, and great photo-ops with civic leaders and business owners; a classic ice-breaker if you want structured face time.
-
Buffalo Chip Kickoff & Nightly Concerts: The Chip launches the rally with a parade and big-name headliners; nightly shows create easy opportunities to invite prospects to a shared experience.
-
Legends Ride (Mon, Aug 4, 2025, Deadwood): Charity ride + reception with builders, media, and celeb guests; excellent for mixing with owners and execs who support local causes.
-
Rides & Racing around the Hills: Flat-track, stunt shows, and organized scenic rides are a staple at venues like the Buffalo Chip; they’re natural places to meet peers informally.
Pro tip: schedule at least one scenic business ride
The Black Hills routes are legendary—Iron Mountain Road (tunnels framing Mount Rushmore), Needles Highway, and Spearfish Canyon. Host a “clients & friends” morning ride and end with lunch; it’s memorable and relationship-building. Wall Street Journal
Where to stay (and network)
You’ll meet plenty of owners and finance pros in these hubs; book early and plan breakfasts or happy hours on-site.
-
The Lodge at Deadwood (Deadwood): Full-service resort with casino, bars, and dining; long a rally favorite and a natural meeting spot for out-of-state business travelers. The Lodge at Deadwood
-
Hotel Alex Johnson, Curio by Hilton (Rapid City): Historic downtown property with rally packages and bike parking—great for dinners with bankers and local execs. Alex Johnson
-
Cadillac Jack’s / DoubleTree by Hilton (Deadwood): Casino resort environment with multiple restaurants—ideal for impromptu meet-ups after rides. Hilton
-
Spearfish Canyon Lodge (Spearfish/Lead): Scenic base with rally vendors and daily activities; perfect for hosting small morning ride-outs and content-worthy photos. Spearfish Canyon Lodge
(Home/condo rentals around Sturgis/Deadwood also book fast; rally-specific lodging sites can help if hotels are full.) Sturgis Motorcycle Rally SD
A simple networking game plan for brokers
-
Pre-book coffee & breakfast meetings at your hotel lobby or café (low-noise, high-yield).
-
Invite prospects to a ride (Mayor’s Ride, Legends Ride, or a private loop through Iron Mountain/Needles).
-
Pick one concert night at the Buffalo Chip and host a small group—shared entertainment breaks the ice. Buffalo Chip
-
Carry “ride cards” (QR to your website/Calendly) for quick follow-ups.
-
Post daily on LinkedIn with photos from rides and tag new contacts; it reinforces your broker brand.
Quick reference: dates & anchors to put on your calendar
-
Aug 1–10, 2025: Rally window (plan to arrive a day early). Sturgis Motorcycle Rally SD
-
Sat, Aug 2, 2025: Mayor’s Ride (breakfast + kickstands 9 a.m.). Sturgis Motorcycle Rally
-
Mon, Aug 4, 2025: Legends Ride (Deadwood). Deadwood
-
Aug 7–16, 2026: Next year’s rally dates (bookings open far in advance). Sturgis Motorcycle Rally SD
Why Sturgis belongs on your prospecting calendar
Sturgis draws hundreds of thousands of riders—owners, contractors, freight and construction operators, bankers, and professional services—all in one region for 10 days. Between structured charity rides, hospitality spaces at the hotels above, and evening concerts, you’ll have more organic touch points than a month of cold outreach. Bring cards, set two meetings per day, and leave room for spontaneous introductions—the rally will handle the rest.