The Sturgis Motorcycle Rally was started by local Indian dealer Pappy Hoel in 1937. 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. 2021 will mark the 81st annual Sturgis Motorcycle Rally. It continues to be organized and promoted by many private businesses and municipalities across the beautiful Black Hills of South Dakota.