The 85th annual Sturgis Motorcycle Rally wrapped up with a 12-and-a-half percent jump in visits over last year—about 576-thousand in the first week—bucking the national trend of declining motorcycle rally attendance. City officials say the crowds helped reverse a downward sales tax trend and expect a strong August return.
But not every business saw the same bump. At the Tattoo Cellar, owner Richard Otten says walk-ins were down, and many customers had less to spend, blaming inflation and higher rents. Still, steady appointments and returning clients kept business afloat.
Despite mixed results for some vendors, city leaders say the rally’s momentum is strong, and planning for year 86 is already underway.
