Vintage Black Hills Classic T-shirt. The Sturgis Motorcycle Rally is a motorcycle rally held annually in Sturgis, South Dakota, and the surrounding Black Hills region of the United States. It began in 1938 by a group of Indian Motorcycle riders and was originally held for stunts and races. Since then, the rally has become a pluralistic endeavor that consists of events put on by many different groups. Attendance has historically been around 500,000 people, reaching a high of over 700,000 in 2015. The event takes place over 10 days and generates around $800 million in annual revenue.