The biggest economic driver for the city of Sturgis ended in a mixed bag this year.
City communication director Deb Holland said they’re expecting a strong sales tax showing, though.
“It’s exciting to know that it’ll be on par or even above last years numbers," Holland said. "Going into the 85 (anniversary), we’re just looking forward to increased attendance next year and planning accordingly that we’ll have bigger numbers next year.”
Holland said anniversary years are generally bankable as large draws.
“The 80 was kind of a wash because of the pandemic, so we’ll look forward to more people for the 85," Holland said. "I do monitor some of the Rally Facebook groups and some people said I’m not going to come this year, I’m going to save my money and come for the anniversary year. So, we do have some anecdotical information that people didn’t come this year but will come for the anniversary year.”
On one hand, this is a down rally for overall traffic compared to the five-year average, on the other it was up over 2023’s numbers. Holland said the tally of vehicles isn’t necessarily a window into overall visitation.
“Some people say it’s attendance, but no it’s one vehicle crossing a road counter entering the city of Sturgis," Holland said. "So, it might be a motorcycle, it might be a car with two or three people in it.”
In total, the state Department of Transportation tallied about 471,000 vehicles entering the community. A drop of about 3% over the five-year average.