Sturgis 2010

My mornings in “Sturgis” stared with coffee, either outside the motel room or at the small café/beer garden set atop the hill overlooking the Iron Horse Motel in Whitewood. Each day the three of us went through the options and decided how many events we could cover, and who was going to do the actual work. Usually we would end the day with another staff meeting, only this time with adult beverages, at the Chip or the ‘Spoke.

On Tuesday we all attended the Michael Lichter opening at the Chip, then took in the excellent double-bill concert that followed. I was ready for a rather boring concert with Bob Dylan, I mean I’ve been listening to Dylan songs for over 40 years, how exciting could it be? Turns out it could be, and was, pretty damned exciting. Though I didn’t have the correct media pass, I managed to wiggle my way into the space reserved for the sound guys, set dead center back from the stage. It wasn’t exactly a front row seat, but the sound was awesome, and because we all stood on a concrete slab I could shoot above the heads of the thousands of people separating me from the stage.

Old songs sung new – Dylan is the man and he’s still got it going on all these years later.

Dylan managed to take the same old songs we’ve been listening to for all these years, and twist them until they sounded fresh and clean. Kid Rock, concert number two, put on his typical high-energy, over the top, performance, complete with shooting flames and music that ran the range from rock ‘n roll, to rap, and country.

In fact, the music available all week might be the second or third best thing about Sturgis. A partial list would include .38 Special, Dave Mason, Black Oak Arkansas, Credence Clearwater, Motley Crue, Ozzy, and the Doobie Brothers.

The crowds this year were definitely up when compared to the last few years. When I did a little shopping downtown near the end of the week, all the vendors reported good sales and big crowds all week. The bars were full of people and the whole place had that buzz of bikers having fun.

Rock ‘n roll with pyrotechnics, Kid Rock at his best.

Every year when I arrive in Sturgis I think to myself, “wow, I’ve got a whole week to ride, visit with friends, work, and play.” And then somehow the space/time continuum is compressed and suddenly in what seems only a day or two, I realize that it’s almost time to head home.

I can only say that the three fools working on the Sturgis 70th Anniversary book had a great time. We took more photos than can possibly be used, and collected enough information to fill three books.

Ernie, the non-biker of our little threesome, was a complete convert by the end of the week. When we assembled on Friday evening, he was sporting a sleeveless black biker shirt and a new tattoo. And I think he’s shopping for a Softail. Unfortunately, he also had an encounter with one of South Dakota’s finest on his way back to the motel.

I ask you: “Who has more fun than bikers.”

Like life, Sturgis is a mix of good and bad, happy and sad. The highs, whether induced through the simple pleasure of riding with friends, or with help from chemicals, are high indeed. But to quote Bean’r (more later), “if you take any risks in your life, you’re going to have highs, and lows. The only way to eliminate them is to live a totally safe and boring life.” In other words, if you’re going to ride a motorcycle you’d best be ready for the ups - and the downs.

Ernie went home with a new piece of body art, and a little love note from the state highway patrol.

This is the week. The week everyone who ever thought they wanted to ride a motorcycle motivates to the center of the two-wheeled universe, Sturgis, South Dakota. This year my energies are all centered on our Sturgis 70th Anniversary book, due out in November of this year. Saturday I took a nice ride to Devils Tower in Wyoming, because I figured it would be my only chance to have an afternoon all to my self. On Sunday morning my work-week started with a trip to the ‘Spoke to cover the Sugar Bear/Michael Lichter run.

As part of my marketing plan for the Sturgis book I had 3,000 business cards printed up – each one is essentially a coupon, offering people the same early bird special you see on the home page. Just order before September 15 and you get our twenty-eight dollar book for only eighteen, and free U.S. shipping to book.

Sunday morning, the Sugar Bear/Michael Lichter run leaves the huge Broken Spoke Saloon/campground just north of Bear Butte.

In order to help promote the book I’ve been handing the coupons out to anyone who slows down enough to accept one. I’ve even gone up on stage, at one of the big venues, to hype the new book. Anyone who knows me knows that the last place I wanna be is up on stage, but a man needs to do what a man needs to do.

Though I tend to run solo, though this year I have help from two crack journalists, Scooter and Ernie. Scooter is a great photographer, and can often be found at Bonneville, or an AHDRA race event. In fact, we helped Scooter publish a book of drag racing photos last year. Ernie is a non-motorcycle guy with a background in magazines, and we all thought it would be good to have a non-biker on the team to lend a fresh perspective to the coverage.

Yes, Tim Remus on stage, though after the comedian got done with me I decided to re-think this Hollywood thing.

As I write this from the coffee Shop in Spearfish, Ernie is headed to the Chip to get his credentials, before heading downtown. And Scooter is probably hanging out with Michael Lichter in Deadwood getting good pics of the Legends Ride. There are worse ways to try and make a living.

Our humble abode for the week, the Iron Horse Motel in Whitewood. Only $250 per night for a small room, bring earplugs if you hope to sleep.

My crack team of hard-hitting and very professional motojournalists, Ernie on the left and Scooter at the table.