Nearly half of Sturgis-goers are women, survey says

Publish Date: 
Feb 18, 2014

STURGIS, S.D. – Nearly half of the visitors to the annual Sturgis rally are women, according to a survey conducted at the 2013 rally.

Other results of the survey are less surprising. Most survey respondents are over 40, own a home and have an annual household income of more than $75,000.

Sturgis rally director Brenda Vasknetz told the Rapid City Journal more than 25 percent of visitors planned to stay for eight days or longer. "That was a surprising fact for me," she said. "I wouldn't have thought it was that high."

The information comes from a city-funded survey of nearly 2,000 attendees over eight days at the 2013 rally. The city conducted the survey for its new sponsorship marketing agent, Legends Marketing.

Age information was compiled through a separate survey. It showed that 76 percent of rally-goers are between 41 and 65 years old, and 44 percent are women.

Among other information in the city survey report:

  • About 50 percent of attendees ride to the rally on their motorcycle; about 37 percent arrive by car or truck.
  • About two-thirds of those survey respondents who own a motorcycle own a Harley-Davidson. The next most frequently owned motorcycle (less than 10 percent) is a Honda.
  • More than 80 percent of all survey respondents own their own home, and nearly 30 percent of them have no mortgage payment. Fewer than 20 percent are renters, and most renters are in Sturgis to work.
  • Individual spending varies but mostly ranges from $100 to $199 per day. About 30 percent of visitors spend less than $100 per day, and about 15 percent spend more than $300 per day.

Posted by Holly Wagner