July 31 - August 08

Sturgis Motorcycle Rally

Sturgis SD , 57785

All events


Come visit Victory Motorcycles at the 75th Sturgis Motorcycle Rally! We've been busy this year and can't wait to show what all we've been up to.   



Factory Display on Lazelle St (between 2nd and 3rd by Lynn’s Dakotamart)

Friday, July 31 – Saturday, August 8 9 a.m. – 5 p.m. daily

Everyone heading to the rally will want to check out our powerful lineup of 2016 models at the Victory Motorcycles display in downtown Sturgis. Several of our high-performance Victory Racing bikes will be on display - including Matt & Angie Smith's NHRA Gunner, the Project156 bike designed by Roland Sands and raced by Don Canet at Pikes Peak, the electric prototype raced by Lee Johnston at the 2015 Isle Of Man TT (where Victory Racing finished 3rd), and the Cross Country ridden around the world by Urs "Grizzly" Pedraita. Additionally, bikes from Hot Vic, Lloydz Motorworkz, and Conquest Customs will be on display and running on our dyno.  Attendees will have a chance to meet & mingle with Matt & Angie Smith and other Victory Motorcycles partners throughout the week. Exact times are still TBD and will be available soon. Riders can also interact with our IAVA partners by placing a digital pin on a map to show where they & others have served, and check out the custom IAVA Gunner on display by Conquest Customs. Last, as the premier sponsor of the 2015 Hot Bike Tour, attendees can learn about how and where to look for Victory throughout the tour. 


The Victory Stunt Team, "Vertical" Joe Dryden and Tony Carbajal, will be performing in our Lazelle area on various days throughout the week, accompanied by Victory Police bike demonstrations.


Visitors can also purchase apparel & accessories from the Rice Victory dealership on site, as well as get their purchased accessories installed.


Factory Demos (two locations)

Hersrud's of Sturgis - 2100 Whitewood Service Road (I-90 on Exit 30)

  • Saturday, August 1 - Saturday, August 9 9 a.m. - 5 p.m. daily
  • Rides will be led daily with the first ride at 9:15 a.m. and the last ride at 4:30 p.m.
  • Riders must be 18 years of age and must provide proof of endorsement along with a helmet and appropriate riding attire. Passengers are also welcome to ride, no endorsement needed.  


Rice Victory Dealership - 301 Cambell St, Rapid City, SD 57701

  • Demos will run out of our Rapid City Dealership Saturday, August 1 - Saturday August 9 from 9:00 a.m. - 5 p.m. daily
  • Stick around to browse the showroom for apparel and take home a piece of the rally with branded Rice Victory Sturgis gear for every rider.


Owner Event/Ride

Victory is excited to bring the heart-pounding performance of Victory Motorcycles to all of our owners at Sturgis. Join us at the Sturgis Dragway on August 5th for a meet and greet with our NHRA race team (Matt & Angie Smith), watch the Victory Stunt Team and learn how they make it possible, and take your bike out on the 1/8 mile dragstrip to show us what you're made of!

  • Wednesday August 5th
  • Registration: 2:00 - 4:00

A group ride will depart the dragstrip at 4:00 pm and end with dinner at 6:00 p.m at the legendary Buffalo Chip. Later that night, Victory and the Buffalo Chip will reveal the winner of the Sturgis Rider Sweepstakes bike, a custom built bike by Cory Ness. RSVP'ing to the Victory owners ride/dinner does not include a ticket to the concert/bike sweepstakes drawing. Tickets must be purchased seperately through the Buffalo Chip.




The Legendary Buffalo Chip

Victory Motorcycles has teamed up with The Sturgis Buffalo Chip (R), Arlen Ness Motorcycles, Epiphone Guitar, and AMSOIL to give one lucky fan their own 2014 Victory Gunner, customized by renowed builder Cory Ness. This one-of-a-kind low profile, hot rod features a solid pro-stock rear section, a stout front end, loads of rock 'n' roll gold accents and is chock-full of distinctive custom Ness parts. Plus it comes with a beautiful Epiphone Sheraton II guitar to match/

The winner of the bike will be announced on stage at the Buffalo Chip on Wednesday night, August5th. 



Throughout the rally week, owners can also show their keys to receive a commemorative pin. 


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