Have you ever wondered about what’s changed and what’s stayed the same at the Sturgis Motorcycle Rally over the years? While finding a truly comprehensive history of the rally is difficult at best, there has been a more reliable record of events. One consistent from 1987 through 2008 was the Sturgis Rally News. This publication was started by Sturgis Rally & Races and continued to be produced by Sturgis Bike Week committee, until that business was sold in 2009.
The Sturgis Motorcycle Museum & Hall of Fame displays a nearly full set of these publications (we’re missing at least a summer issue from 1988). These publications can help provide some insight into the happenings at the rally over the years – and can be a fun read.
The very first Sturgis Rally News was produced in the winter of 1987 – by the Sturgis Chamber of Commerce. The schedule of events in that issue fit in a dinky 1/8-page section on the front page. That first issue was a newspaper-styled publication 8 pages long – although the back cover page was half-filled with blank squares indicating ad sizes and pricing.
By the issue that followed the 1990 Sturgis Motorcycle Rally (the 50th Anniversary), the publication was a 24-page magazine. That issue bears the headline “50th Anniversary Attendance Breaks All Records!” Reporting included 1990 Rally Stats – including the information that there were 11 fatalities (9 traffic fatalities, 1 shooting and 1 asphyxiation). Brighter notes in this issue included race results, raffle winners, letters of thanks and an article encouraging the purchase of “Officially Licensed Products.”
Over the years, the publication was produced first by the Black Hills Motor Classic (a committee of the Sturgis Chamber), then by Sturgis Rally & Races and finally by Sturgis Bike Week. The magazine grew and expanded. By 1997, it was a 48-page glossy publication, but continued to provide information for people planning to attend the annual event, about where to stay, what to do, and the best rides in the region.
As early as 2001, the Sturgis Rally News had some new competition in the form of the Sturgis Rally Magazine produced by the City of Sturgis. By the time the last issue of the Sturgis Rally News was produced in 2008, the publication contained over 100 glossy pages, and highlighted builders, entertainers and events while continuing to provide rally-goers with info about rides, bike shows, and other events happening during the week.
