How to Set Up a Booth at the Sturgis Rally
Thinking about becoming a vendor at the Sturgis Motorcycle Rally? With hundreds of thousands of riders rolling into the Black Hills each August, it’s one of the most exciting and high-traffic opportunities for businesses of all kinds.
If you’ve ever dreamed of setting up your own booth—selling food, gear, services, or souvenirs—you’re in the right place.
1. There is no central gate or single location for the Sturgis Rally.
Think of it like Mardi Gras: events and vendors are spread across the entire Black Hills region, not just in the city of Sturgis. The Rally is a regional celebration, not a single fenced-in event.
2. The Rally is a Public Event.
As the courts have stated, “The Sturgis Motorcycle Rally is a pluralistic endeavor promoted by multiple organizations.”
There is no single owner or central control—the Rally belongs to the people. Communities, businesses, and private property owners across the Hills host vendors and events.
So, How Do you Set Up A Booth?
Here’s what you need to do:
Find a Location
There are spaces for rent all over—from downtown Sturgis to campgrounds, private lots, and venues throughout the Black Hills. Downtown Sturgis Main Street will be busy. Sometimes people are too busy to buy. You might be better off on a side street, or at one the big Campgrounds. It’s VERY helpful to come to the Rally at least once, before you try to become a vendor.
Get the Correct License
Once you’ve chosen a vending location, you’ll need the proper business license(s) based on the jurisdiction:
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Inside Sturgis city limits? You’ll need a special vending permit from the city.
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Outside Sturgis city limits? You’ll follow licensing rules for the county or town you’re in (e.g., Meade County, Lawrence County, Rapid City, etc.).
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Bring Your Own Setup
Vendors are responsible for their own:
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Tents/awnings, Tables and displays, Electrical hookups (if not included with your rental), Staff and signage.
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No ‘Rally-Wide’ Permit Required
There is no such thing as a “Sturgis Rally Permit.” There are permits required for for the particular location where you operate.
Our Advice:
If you’ve never been to the Sturgis Rally, attend at least once first to get a feel for the layout. It’s open and unstructured, with energy flowing across hundreds of miles. There’s no entrance fee or gate—just the freedom to set up and do business in one of the most unique events in the country.
Bottom Line:
Rent a spot Get licensed where you’re set up Bring your gear Be ready for an unforgettable experience
Getting licensed for the 85th Sturgis Rally & Black Hills Rally in 2025 Starts Here.
