Milwaukee-based Harley-Davidson Motor Co. is finalizing a 75-year agreement with city officials from Sturgis, S.D., to make it the official motorcycle of the Sturgis Motorcycle Rally through 2090.
As part of the agreement, a permanent plaza integrated with bricks from the company’s Milwaukee headquarters will be built on Main Street in Sturgis. To be completed in time for this year’s 75th rally taking place from Aug. 3-9, the year-round plaza will include a stage for events, concerts and weddings.
“Harley-Davidson riders have attended the Sturgis Motorcycle Rally for decades,” said Matt Levatich, president and chief operating officer at Harley-Davidson. “This new agreement will help fuel many more years of freedom, independence and rebellion for this iconic gathering. Riding is a passion passed down through generations, so it’s important we celebrate the legacy and history of Harley-Davidson in Sturgis, while helping creating new memories.”
When announcing the planned agreement at its headquarters, Harley-Davidson removed a brick from the historic front entrance using a 2015 Harley-Davidson Street 750 motorcycle. That brick, alongside one from the Harley-Davidson Museum and 73 bricks from the headquarters’ famous motorcycle-only parking area, will be delivered to Sturgis on Harley-Davidson motorcycles.
