Bikers from across the country know that the annual Sturgis Bike Week is the largest motorcycle rally in America. However, very few know the history of the event, including the fact that it was originally organized around the Indian Motorcycle brand. Perhaps that history will be revisited now that Indian has made a return to the South Dakota city. After many years of absence, a new Indian Motorcycle dealership opened in Sturgis in mid-May.
The Indian brand was a minor operation when it was established in Massachusetts in 1901. The brand got a shot in the arm when Clarence 'Patty' Hoel purchased it in 1936. Hoel went on to found the Jackpine Gypsies motorcycle club that same year, and the Black Hills Classic event that eventually morphed into Sturgis Bike Week. The original Black Hills Classic was specifically targeting at bringing Indian owners together for motorcycle races, hill climbing, and various types of stunts.
As the event grew more popular, it began attracting owners of other brands of motorcycles. In the years since, it has become an annual event attracting thousands of bikers and pumping some $800 million into the local the economy. Unfortunately, the Indian brand did not fare so well. Indian declared bankruptcy in 1953, and then went on to change hands multiple times until Polaris purchased it in 2011. Today's Indian brand is much stronger thanks to the Polaris deal.
New Indian Dealership
As for the new Indian dealership, an official press release says it opened on May 12 on Lazelle Street on the city's Northwest side. It is just blocks from the site of the annual bike rally, providing easy access to fans of the Indian Motorcycle brand when they descend on Sturgis this August.
The new dealership is owned and operated by Verne Eide Motorcars in partnership with Polaris. Verne Eide was already selling Indian motorcycles at the complex in Sioux City, but they thought it appropriate to return the brand to its roots in Sturgis. In the few weeks it has been open, the new dealership has enjoyed a warm reception.
If you are planning to visit Sturgis Bike Week this summer, make a point to stop in at the dealership. Even if you own another brand of bike, you can show your support for the history of both Indian and the Sturgis rally by stopping by. The owners would sure appreciate the opportunity to say hello.
Veteran Sturgis attendees are undoubtedly looking forward to this year's event with great anticipation. The greater Sturgis region offers a lot of fantastic riding opportunities along Spearfish Canyon Road, Iron Mountain Road, and so many more. The area is also home to some iconic biker destinations with names like the Full Throttle Saloon and the Buffalo Chip. If you have never been to an organized biker rally before, Sturgis is a great choice for your first one. You will be in the midst of thousands of other bikers who will make you feel more than welcome.
To get you in the mood, we have a range of biker rally patches, including many related to Sturgis Bike Week.
