The Sturgis Motorcycle Museum & Hall of Fame reports that the 2025 Rally was its most successful to date, with record-breaking attendance, sales, and community support. “The increased attendance we saw this year reflects the connection the museum has with this passionate community of riders,” said Executive Director Heidi Haro. “We are thrilled by the enthusiasm and generosity shown by everyone who visited.”
The museum’s success mirrors the overall Rally’s impressive turnout, which saw a significant increase in visitors over previous years. The City of Sturgis posted vehicle traffic up 14.1% over last year and an 11.3% increase over the five-year average. Mobile device tracking also indicated a higher number of unique visitors than in previous years.
The rest of the region experienced a similar lift. The South Dakota Department of Transportation reported that more than 537,000 vehicles entered Sturgis during the 10-day event. That marked an 11% increase over the five-year average and the highest total since 2014, excluding the 75th anniversary. Based on typical passenger loads, total attendance is estimated to have exceeded 800,000 people.
Against this backdrop of heightened visitation, the Museum posted a 15% increase in overall attendance and a 20% rise in merchandise sales compared to the previous year. The annual Hall of Fame breakfast, a cornerstone event for the museum, sold out months in advance, underscoring the strong interest of the rally attendees.
Specifically for the Museum success was bolstered by several key events and notable contributions. A new event, “Pearl’s Jam,” drew hundreds of attendees and focused on celebrating women in motorcycling. The event featured notable figures such as Rally Grand Marshal Gloria Struck, acclaimed designer and fabricator Theresa Contreras, and Harley-Davidson’s Karen Davidson. The event also featured the debut of the long-form trailer for upcoming feature film “Iron Lilly,” about the life of Sturgis Hall of Fame inductee Lillian Farrow. “Pearl’s Jam” also generated $11,000 in sponsorships and grants, a testament to its successful debut.
Philanthropic efforts and generous donations further propelled the museum forward. The Hamsters, a riding group, donated a remarkable $109,000 in auction proceeds from their annual Sturgis banquet and in another show of support, collector and television personality Richard Rawlings contributed a generous $10,000. There were numerous additional donations throughout the week.
The museum’s robust performance was also reflected in its digital communications, with social media traffic surging by 293% during the rally period. Tagged or mentioned content saw a parallel rise of 245%, showcasing a dramatically increased online presence and engagement.
In addition to fundraising, the museum’s community outreach efforts resulted in the collection of 272 pounds of peanut butter for Feeding South Dakota. The institution’s impact was also recognized by Detroit Antique Motorcycles, which honored the museum with a “Legends” ring.
“We couldn’t be happier with the results of the rally,” said Museum Board Chair Paul “Fozzy” Fosdyck. “This is a direct result of the creative approach and hard work of the Museum’s staff and volunteers.”
