The City of Sturgis netted more than $1.2 million from the 2025 Sturgis Motorcycle Rally, according to a financial analysis presented Monday. City Administrator Aaron Jordan said the rally generated $1.2 million for the general fund, slightly higher than 2024, thanks to reduced expenses.
Mayor Kevin Forrester noted it was the first time the city has publicly detailed rally revenues, stressing the money is vital to the city’s operating budget. “Without it, we’d be cutting another $1 million out of our general fund,” he said.
Major revenue sources included property leases ($536,000), vendor licenses ($527,000), and an estimated $397,000 in sales tax. Personnel costs were the largest expense at $475,000.
Jordan said the city plans to continue trimming costs in 2026, projecting a net gain of about $1.2 million. He added the long-term goal is to reduce reliance on rally dollars so more of the revenue can be directed to community projects.
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