Sturgis aims to attract younger riders

Sturgis Motorcycle Rally and events director Jerry Cole said the 2017 Sturgis Rally has adapted to a younger crowd with concerts featuring more contemporary bands and events geared toward younger riders, according to the Rapid City Journal.

Terry Rymer, general manager at Black Hills Harley-Davidson, told the news source, "I'm looking around here, and there's a lot more people here younger than me than older than me, and I'm 56." 

Cole explained that the Rally's turn toward a younger demographic gained momentum last year when Carey Hart, 42, was picked as its grand marshal. This year, off-road racer and TV personality Jessi Combs, 37, will lead the annual Mayor's Motorcycle Ride as the first female grand marshal. 

Combs commented to the Rapid City Journal, "As much as the younger generation believes that the Sturgis Rally is a bunch of old dudes on baggers, that's not the case."

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