On the eve of the Sturgis Motorcycle Rally in the USA, which is the largest of all and is held annually in the small town of Sturgis, South Dakota…are bikers turning their backs on the humungous event or are they still willing to give it a chance?
With any large event, it attracts the loyal fans of course but it also appeals to those who just wish to experience it for the first time and possibly their only time too.
With the passing of time, events change colours and odours can smell sweeter or turn the stomach. This is a subjective reaction, but what was once is certainly no more for many traditonalists.
Sturgis motorcycle rally swells the local 7000 population to over 500K for just a brief period. So inevitably there comes a density that many do not appreciate and a commercialism to turn riders off.
The prices to pay for food, drinks and lodgings have hit such a high note that many voices have broken and choked at the attack on wallets for a lesser experience.
For every naysayer of course, there are those that absolutely love the experience and have become ‘professional’ advocates of the rally. Sharing best places to eat, ride, camp and listen to music…however it is not only the rally itself that has grown and changed beyond all recognition, but also the patrons!
If a destination is more about the parade and being seen rather than immersing in the culture, or a culture being adopted for a few days like some form of fancy dress party, then all this does is dilute the thing it was ever supposed to be.
Like the roads the founding fathers once paved, the ideas have morphed and been layered with grime and grit mixed with sparkle and shine. It is the mecca of the motorcycling world that attracts weekend warriors, garage queens and bike trailers that causes animosity when really it is merely an indictment of modern motorcycling and attendance of big events.
The question is whether these large scale events will continue to hold the allure they once and currently hold or will the patronage find more pleasure in reduced scale and increased intimacy?
Perhaps it varies by country or state, but the rise of individual and bespoke events is a clear indication that people are looking for something more tailored to their needs. Less is so much more! Of course the food stalls and t shirt vendors are important, but less swimming against the current of the shopping horde on Oxford Street and room to swing your cat as you gyrate to your favoured tunes.
Sturgis has become a bucket list item for many people and there is nothing wrong with that. Whilst influencers, bloggers and YouTubers will wax lyrical of the virtues of the event, there is a growing realisation amongst those who favour reason over hype that this kind of biker gluttony is just not as appetising as once was…and for those living in far away places…the destination does not merit the journey.
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