INTERSTATE 90 has had an explosive week as more than 250,000 vehicles have already roared into town for the 85th annual Sturgis Motorcycle Rally.
This year’s milestone event is expected to break attendance records and bring the thunder to South Dakota’s Black Hills.
Breaking Attendance Records
From Friday through Monday, 247,901 vehicles entered Sturgis.
That’s 7.6% more than the five-year average of 214,459 for the first four days.
Monday’s count was the most of four days at 68,906 which is an increase of 19% over the five-year average.
The first two days were strong at 56,000 for Friday, an 8.2% increase over the past five-year average.
62,500 vehicles were counted on Saturday, up 12.5% from the past five-year average.
And 60,495 vehicles entered on Sunday, up 2.4% from the previous five-year average.
The Sturgis rally
The rally officially runs from Friday, August 1 through Sunday, August 10, but the action kicked off even earlier with pre-parties starting July 28.
Sturgis, a small town in Meade County, transforms into the fourth largest city in South Dakota during the rally.
What began in 1938 with just nine stunt riders and a few horses has become the biggest motorcycle rally in the world.
Attendance has climbed steadily over the decades, from 3,000 in 1940 to a record 747,032 in 2015.
In the past five years, the rally has averaged around 500,000 people annually.
Last year’s turnout dropped 8.1% from 2022, totaling 458,161 attendees, according to Harley-Davidson.
But this year’s 85th anniversary could match or surpass the 75th rally’s record.
The city of Sturgis rakes in major profits during the rally, with $784 million generated in 2022 alone, according to officials.
The Sturgis bike rally
Dates:
August 1–10, 2025
(Pre-party runs July 28–31)
Location:
Sturgis, South Dakota – in the Black Hills
Anniversary:
85th annual rally, first held in 1938 with just nine riders
Expected Attendance:
700,000+
(2015 record stands at 747,032)
2023 Attendance:
458,161 – down 8.1% from the previous year
City Revenue:
$784 million generated in 2022
State Sales Tax (2024):
$1.4 million collected during rally week
Major Concert Headliners:
ZZ Top, Gene Simmons, Nickelback, Jason Aldean, Marilyn Manson, Five Finger Death Punch
Buffalo Chip Pass Sales:
Up 67% compared to 2024
Vendor Count (2024):
896 registered temporary vendors
Speed Limit Near Rally Venues:
35 MPH — slower with rally traffic congestion
Nearby Attractions:
Mount Rushmore, Crazy Horse Memorial
Grand Marshal:
100-year-old biker Gloria Tramontin Struck
The event also pumped $1.4 million in sales tax revenue into South Dakota’s coffers in 2024, despite a slight decline from 2023.
Opening ceremonies kicked off August 1 with a flag procession, a blessing of the bikes by Mayor Kevin Forrester, and a parade featuring the Budweiser Clydesdales.
Centenarian rider Gloria Tramontin Struck
Centenarian rider Gloria Tramontin Struck served as the grand marshal, leading the celebration after nearly 85 years on the road.
Born in 1925 behind her family’s Lexington Cycle Shop in Clifton, New Jersey, Gloria grew up with motorcycles in her blood.
The family business, started in 1915, sold bicycles and Excelsior-Henderson motorcycles, setting the stage for Gloria’s lifelong passion for two wheels.
When she was just three years old, tragedy struck as her father, Ernest, passed away.
Her mother, Pierina, stepped up to run the shop, becoming the area’s Indian Motorcycle dealer in the 1930s and continuing the family tradition until her retirement in 1947.
That’s when Gloria’s brother, Arthur “Bub” Tramontin, took over the business as a Harley-Davidson dealer.
Throughout her decades-long riding career, Gloria has become a beloved icon in the motorcycle community.
Her story has been featured in The Enthusiast Magazine by Harley-Davidson, and she’s appeared in numerous TV shows, videos, radio segments, and magazines.
Gloria has logged over 500,000 miles, riding through all 48 continental U.S. states and across Europe.
Even now, she continues to ride at major rallies like Daytona and Sturgis, proudly representing the Motor Maids.
Her love for motorcycles runs deep in her family as well. Often, she’s joined on rides by her son, Glen, and daughter, Lori, who is also a member of the Motor Maids reports Sturgis Museum.
