Sturgis tried something a bit new and different in 2017, providing Wednesday evening events and entertainment downtown for residents and visitors. The “Music on Main” series ran for 8 weeks, both before and after the annual Motorcycle Rally.
Featuring mountain bike races, bouncy castles, live music, kid-friendly activities, food trucks, and more, the event proved that downtown Sturgis can be packed every week, not just during the first week of August.
The Motorcycle Rally seems to be getting longer every year, and the new Music on Main series provides additional incentive to rally-goers to Visit Sturgis in the weeks before or after the official Rally week.