City of Sturgis Grows Sturgis Rally’s Second Weekend with All-New Flat Track Racing Event

The 84th Sturgis Motorcycle Rally concluded with the all-new Arrowhead Sturgis TT presented by Rick Ware Racing & The CAT Rental Store. The race and surrounding activations, introduced by the City of Sturgis in partnership with creative agency Øuterkind, ignited interest and attendance in the historic rally among a wider, younger audience.

The Arrowhead Sturgis TT transformed Sturgis’s Main Street into a dynamic racecourse, taking over Main Street for thrilling racing demonstrations and experiences. It was the first time such an event had been held in the heart of the city.

The Arrowhead Sturgis TT was organised in collaboration with Progressive American Flat Track and AMA Pro Racing. Øuterkind's efforts included everything from ideation and strategy development to marketing and logo creation.

Through the City of Sturgis, Øuterkind worked with new and existing sponsors to bring to life the Sturgis TT Demo and Display Lot. The Demo and Display lot, which ran over both weekends, offered fans the chance to experience a new, global view of motorcycle manufacturers and adventure touring bikes with demo rides from manufacturers such as Yamaha, Triumph, Moto Morini, BRP/Can-Am and BossHoss. The lot also hosted vendor displays from Arai Helmet, Kicker Audio, Polaris Slingshot, Cardo Systems, and the AMA Pro Racing merchandise trailer, along with food and beverage options from Momma D’s food truck. 

According to a local ABC News report on the rally, the South Dakota Department of Transportation reported a total of 470,987 vehicles entering Sturgis during the rally - a three percent increase from the previous year.

Sturgis city officials praised the success of the rally, attributing part of this year’s increased younger demographic turnout to the new TT race. “It’s just really ending the season on a high,” officials told ABC. “We hoped the race would draw more people to town and encourage them to stay for the final weekend, and both of those goals were achieved.”

The city’s partnership with Øuterkind was critical to accelerating this landmark event and securing its place in rally history. Looking ahead, Sturgis officials are eager to build on this year’s success for the 85th anniversary of the rally.