A Chat With Pepper Massey
Rally Director
In case you don’t know who Pepper Massey is she’s the Director of the Motorcycle Rally Department for the City of Sturgis, South Dakota. She’s in charge of coordinating all the in city services for the rally. This means she has the job of making sure that the Police, Parks and Street Departments have everything ready for the rally plus handling the the needs of the vendors who set up in Sturgis. She’s not responsible for what goes on out in the campgrounds. I imagine her city government position is unique because I don’t know of any other city that has a Motorcycle Rally Director.
Another duty of hers is promotion of the rally, an easy task considering her vibrant charming personality. She exudes true passion when extolling the virtues of Sturgis, the Rally and the surrounding areas of South Dakota. Even over the phone I could feel her face light up as she talked about the Rally.
Sturgis 2008
Now that the 2008 version of the Sturgis Rally is in the books I asked her about the rumors that attendance at this years rally was down. After all the economy isn’t the best and gas prices are out of sight. She stated that although the final figures weren’t in, that there were probably fewer people this year. But there is a natural decline before and after benchmark year rallies, i.e. the 50th and 60th year rallies. All this means is that you could find a parking spot easier and the lines on the off ramps of the interstate were shorter.
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She also stated that there were slightly fewer vendors registered for this years rally. Most vendors reported that sales figures were actually better than last years. Those that spent money, spent more money. One reason for this could be that more riders actually rode their bikes to the rally instead of trucking or trailering. There’s a novel idea, riding a motorcycle to a motorcycle event. - editorial comment.
Background
Pepper became Director of Rally Department in September of 2007. Before that she worked in the Rally Department after having come over from the Sturgis Museum. She first visited the Sturgis Rally in 1985 while working for the National Coalition of Motorcyclists. After a couple more visits she fell in love with the area and eventually moved there. When not in her office Pepper can be seen riding her bike throughout the Black Hills.
18/08/2008 at 7:47 am Permalink
It looks like a vintage HD that Pepper is leaning on at the museum. Did you ask her what her daily ride is Sam ?
18/08/2008 at 8:40 am Permalink
Looks to me like the shot was taken at the museum in Sturgis. Hey Sam, did you get her number? She’s a looker.
18/08/2008 at 2:22 pm Permalink
So she’s not saying anything negative. Surprise.
What I want to know is how was the rally, really? Regardless of how many people attended the year after the 60th, the fact that the venders didn’t show or the fact that the director is hot. What were the highlights? Who won best of show or what happened when the wet t-shirt contest went wild. Details my man, details!
18/08/2008 at 3:39 pm Permalink
Hey, I think I see my bike in that picture.
18/08/2008 at 4:50 pm Permalink
Sturgis was great, and so was the ride up there. Don’t listen to the rumor-mill about it not being as good as years past or that attendance was down. It was still Sturgis and it was still worth the ride. As far as the wet t-shirt contests, I really can’t say. The wife might be reading this.
18/08/2008 at 5:02 pm Permalink
From what I have been hearing, Sturgis was a great success. I wouldn’t know first hand since I did not go but it seems the vendors did well and those who did attend enjoyed it. Maybe if my finances permit, I will attend next go round.
18/08/2008 at 8:29 pm Permalink
So this was her first rally in the director position. I’m guessing now that she’s got this year’s under her belt, next year will be even better. That’s my guess.
19/08/2008 at 6:11 am Permalink
I tend to agree Liz. We all learn through experience, so whatever the turn out and experiences of this years Sturgis—next year will be better!
19/08/2008 at 3:12 pm Permalink
I like to judge an event by the quality of people rather than the quantity. Those who like what the Black Hills has to offer and are there for riding and friendships, then it was a great success. It’s all good.
19/08/2008 at 4:22 pm Permalink
John K - a vintage Indian to be precise, but happy you noticed the bike. I ride a 2000 Dyna.
RoadRat - thanks.
Mike - not saying anything negative because it was a great Rally. Really. We had excellent events to include a variety of bike shows and organized rides, the Sturgis Motorcycle Hall of Fame Induction Breakfast, Builder’s Breakfast, Kids & Chrome, and Michael Lichter’s latest and greatest exhibit; Official World Championship of Custom Bike Building (Goldammer won); stunt greats Jason Britton and Jason Pullen; top of the line concert line up to include KISS, ZZ Top, Kenny Chesney, 3 Doors Down, Finger 11, Staind and more; a half mile, hill climbs, short track and drag racing; several exhibitor venues and loads of happy vendors; custom royalty like Arlen Ness, Dave Perewitz and Donnie Smith, the talents of builders such as Russell Mitchell, Paul Yaffee and Billy Lane as well as Next Gen builders like Taber Nash, Christian Clayton, Roland Sands, etc.; guests like Steven Tyler and Sen. John McCain; almost every bike worth riding was available to demo; and hundreds of thousands of people enjoying riding some of the best roads in the country on their way to incredible destinations i.e., Mt. Rushmore, Devil’s Tower, Custer State Park, Bear Butte State Park, Badlands National Park. Yeah, a great Rally.
Liz - this was my second Rally as director, albeit interim in 2007, and hopefully I learned from last year and this year. And absolutely, next year will be better.
Sam - great chatting with you!
20/08/2008 at 6:13 am Permalink
Details on Stugis? Okay, here you go:
Regarding attendance, I’d say the number of riders was certainly down from 5 years ago, but about the same as last year. People speculated that the S&S 50th and H-D 105th were pulling riders away from Sturgis this year. Some high end vendors of less practical high-end items didn’t do well. On the other hand, hard parts seemed to still be selling well. Baker and Zippers were covered up doing installs, Boss Hoss said they had better sales with fewer riders (read: less window shopping from lookers, leaving time for serious buyers to get attention.)
Most exhibit venues had slow days and busy days. Black Hills H-D in Rapid was busy the day I was there but the H-D exhibit at the Civic Center in Rapid was quiet. Traffic at the Sturgis expo center was slow, except for the lobby, where Scott Jacobs’ daughter (the model on the rally program cover for the year) was signing copies. But the Mayor’s Ride had a great turnout. The Horse bike show at Thunder Road was well attended but the Metzeler one a day or two later was not. The Bikernet.com show on Friday drew an eclectic bunch of bikes in good number. Thunder Road’s exhibit areas were not mobbed, but had regular traffic. Visits from Steven Tyler helped and the Progressive booth with 2 Sucker Punch Sally giveaway bikes kept a crowd. Deadwood was a mob scene the day of the Legends Ride and when I got to Top 50 later that day it was more than steady, perhaps because of the bike show, amazing stunt show by Jason Pullen, breast cancer ride, and women’s day activities. There seemed to be tickets still available for most of the concerts, even the day of. The Sturgis County Line ebbed and flowed - the younger guys with the Limpnickie Lot were having a great time and new additions there like the largest biker pool and cabins for rent added a lot. Baker’s burnout drags at the Buffalo Chip were a blast. Main Street had tons of bikes along both sides and down the center of the street and the sidewalks were full - but not so packed you had to walk in the street to get somewhere.
I could have been two or even three places just about every morning, afternoon, or evening - there was no let up in the number of events during the week, both consumer and industry related. Fewer visitors to the area meant it was easier to get where I needed to go, but I still couldn’t cover everything I might have.
The weather was generally great - no 100 degree days like some years. One huge thunder and hail storm tore through the area on Tuesday evening. It was a bit tense when the emergency sirens went off and the security people at Thunder Road asked everyone to move under cover at the back. But we all survived!
21/08/2008 at 7:33 am Permalink
Looks like you guys got your answer.