Full Throttle Sturgis Expands for the 85th Rally with Its Biggest Concert Lineup, Custom Culture Events, and Next-Level Experiences
“I feel so at home here. This place has the best entertainment, facilities, and amenities I’ve ever seen in Sturgis. We are having the best time!” – Jason George - Pappy Hoel Camper Since 2021
STURGIS, S.D. – July 23, 2025 – Full Throttle Sturgis, the Rally’s fastest-growing entertainment venue and travel destination, is gearing up for its most exciting year yet for the85th Sturgis Rally. After a record-breaking 2024, Full Throttle is turning up the throttle again with its biggest lineup of headlining concerts, custom culture events, and next-level experiences from Saturday, Aug. 2, through Sunday, Aug. 10.
“We’ve seen massive interest and growth since we built our new, 13-million-square-foot-plus campground, saloon, concert and events facility,” said Michael Ballard, creator and owner of Full Throttle Sturgis. “Both rallygoers and tourists are eager to experience our world-class facilities, amenities, entertainment and atmosphere. People don’t just stop — they stay, play and immerse themselves in the experience. We’re not just the biggest party at the Rally — we’re the new standard.”
The Music – The Power of Live at Full Throttle Sturgis
Expect unfiltered, full-throttle energy every night on South Dakota’s largest stage with a stacked concert lineup featuring:
Night Ranger - Saturday, Aug. 2
Hank Williams Jr. - Sunday, Aug. 3
Tesla - Monday, Aug. 4
Disturbed - Tuesday, Aug. 5
Gretchen Wilson - Wednesday, Aug. 6
Jackyl - Thursday, Aug. 7
Insane Clown Posse - Friday, Aug. 8
Pam Tillis - Saturday, Aug. 9
Single-day, multi-day and VIP upgrade passes are available at www.fullthrottlesaloon.com.
The Campground – Where Sturgis Starts and Ends
The Pappy Hoel Campground isn’t just a place to crash — it’s where rallygoers call home base. Nestled beneath Bear Butte and spanning 600 scenic acres, it features:
The newest and best rally facilities, amenities and guest services
Onsite general store, plus morning and evening dining options from 7am to 8pm.
Olympic-size swimming pool — open to all rally attendees
Spacious RV sites, tent camping and deluxe cabin rentals
For accommodations, pricing and reservations, visit www.pappyhoelcampground.com.
The Culture – Bikes, Builders & Legends of Motorcycling
Michael Lichter Exhibit (Aug. 1–9): Explore 45 years of iconic Sturgis and motorcycle photography inside the Full Throttle Expo Center. Lichter will also be honored with the 2025 Arlen Ness Lifetime Achievement Award.
Mama Tried Sturgis Edition (Aug. 2–7): Milwaukee’s best custom builders, racers and moto misfits take over Full Throttle with showcases, races and bike shows.
Top Custom Bike Shows: From the Old School Bike Show to the Trask Performance Invitational, see the best bikes in the country, meet the builders and find out who takes home top honors at Sturgis.
For the official complete schedule of events, visit www.fullthrottlesaloon.com.
The Coolest Brands – Harley-Davidson Goes Full Throttle
For the 85th Sturgis Rally, Harley-Davidson Names Full Throttle Saloon and Pappy Hoel Campground Its Official Home Base
Harley-Davidson is going all in for the 85th, making Full Throttle and Pappy Hoel Campground the official home base for the Sturgis Rally. The grounds will feature nonstop action, open and free to all rally-goers.
• The Official Harley-Davidson H.O.G.® Hangout - Kick back with fellow H.O.G.® members at the ultimate Rally hangout—featuring exclusive perks, shaded seating, free refreshments, and a front-row view of all the Full Throttle action
• 2025 Cruiser Model Demos & Pan America Off-Road Experience - Be among the first to test ride Harley-Davidson’s bold 2025 lineup, including adrenaline-pumping Pan America off-road demos and the latest cruiser models—engineered for adventure, power, and iconic performance.
• The H-D Garage – Get Rally-ready at the H-D Garage with complimentary pinstriping, barbershop cuts, tattoos, and exclusive Harley-Davidson member services—all in one high-energy, immersive space built for true riders.
Brands, Industry Executives & World-Wide Press
Full Throttle Sturgis is where the industry converges—connecting global media, top motorcycle brands, and execs for networking, brand activations, product launches, and front-row access to the Rally’s biggest moments!
• Full Throttle Industry Party – Tuesday, Aug. 5 | 5–8PM – Join the world’s leading brands, manufacturers, industry executives and press for the Rally’s premier networking event. Space is limited—click here to register now and secure your spot by clicking the link here: https://bit.ly/44oEexf.
• Members of the Press - To request media credentials or access Full Throttle Sturgis marketing assets—including logos, photography, video, and graphics—please contact: lon@vtwincurators.com.
• Private Tours: Brand executives and agencies interested in touring our state-of-the-art, market-leading facility and discussing strategic plans for 2026 are invited to connect with Lon Nordbye at V-Twin Curators. This exclusive opportunity allows you to align your vision with the future of American motorcycling. Tours are limited, so don’t wait!
