The Harley shops are just a few of the countless businesses in South Dakota and Wyoming that benefit from the annual rally, which brings in more than 500,000 attendees. A 2022 Texas A&M University economic study completed for the city of Sturgis showed that the event generates more than $784 million to the economy of South Dakota.
Rallygoers on average spent nearly $175 per day in the Sturgis area and more than $122 outside of it. For Deluxe Harley-Davidson, the event means everything to their bottom line.
“We’ve been waiting for this since winter,” Cowen said.
