However, the new, long-term agreement between the town of 6000 people and Harley-Davidson continues until 2090, preventing competitors from receiving similar lucrative deals.
As part of the agreement, the company will build a permanent plaza on Main Street that will be the hub of festivities and a year-round Mecca for Harley riders. It will include a stage for concerts, weddings and other non-rally events.
To mark the event’s 75th anniversary, 75 bricks from the Harley-Davidson Museum, the Milwaukee headquarters and famous motorcycle-only parking area will be delivered to Sturgis and integrated into the plaza. A Harley Street 750 was used to pull the bricks from the buildings.