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The Sturgis Motorcycle Rally is the largest motorcycle rally in the world. It is held annually in The Black Hills and in Sturgis, South Dakota for 10 days during the first week of August. It was started by local Indian dealer Pappy Hoel in 1938. Since its beginning, private area businesses throwing events such as races, concerts, and rides have made, and continue to make, the Sturgis Rally what it is today. 2025 will mark the 85th annual Sturgis Motorcycle Rally.