On the Street : Lighter Crowds , Higher Sales

Many P & A / G & A vendors at the rally reported a perceived decrease in overall attendance , with some attributing it to the " anniversary bump " effect in anticipation of next year ' s 85th anniversary event . " Crowds are a little light . But you have to remember it ' s the 84th , right ? Everybody waits for the 85th ," remarked Brian Klock , President of Klock Werks . Despite this dip in numbers , the enthusiasm and purchasing intent of those who did attend more than made up for it . The first few days of the rally were busy , with the first weekend now being the peak attendance days of the event . Several companies reported significant sales increases , especially during the first weekend .

At mid-week , Zach Parham , President and CEO of Comoto Holdings ( Revzilla / Cycle Gear / J & P Cycles ), shared that " J & P ' s sales are up double digits over last year , despite the crowds being a bit lighter ." This was echoed

by Deb Drinan , VP of Sales for Nelson Rigg , who reported that its sales were up 10 % over last year ' s rally at its locations at Black Hills Harley- Davidson and J & P in Sturgis . This trend was consistent among most aftermarket manufacturers , suggesting that those rally-goers who did make it to Sturgis this year were motivated buyers .

Location : The Makeor-Break Factor

One of the most critical elements of vendor success at Sturgis is location . With the rally spread across multiple venues and cities , choosing the right spot can significantly impact a company ' s visibility and accessibility . Companies like Klock Werks and J & P have strategically positioned themselves in high-traffic areas to maximize their exposure , with the evolution of J & P ' s Lazelle Street store as a leading Sturgis downtown destination for parts buyers having decades of Rally presence behind it . Klock emphasized the importance of location , noting that his company had two key spots : " We have two

locations , one at J & P Cycles , one at Black Hills Harley-Davidson . And people just want to connect , right ?" These prime locations allowed Klock Werks to interact with a steady stream of customers , providing not just products , but also a home base for riders to return to throughout the rally . According to Klock , this strategy of being present where the action is proves vital in maintaining strong customer relationships and building their brand . Paul Devine , Vice President of Sales and Marketing for the

LeMans Corporation ( Drag Specialties , Parts Unlimited ), highlighted the significance of Black Hills Harley- Davidson as a crucial location for their operations . " Black Hills Harley- Davidson , where we ' re at right now , is one of our biggest customers and many of our largest suppliers are right here in their lot ," Devine noted . " We ' re here to support our suppliers ." At least one vendor who chose a less expensive display location expressed regret , calling this his " worst rally ever ." Indications from Sturgis food vendors were that it was tough to