Sturgis Rally Party by Victory Motorcycles

Sturgis Bike Week

Victory Motorcycles is proud to return as an official sponsor of the Legendary Buffalo Chip for the 70th annual Sturgis Rally, which will be held August 6-14 in Sturgis, S.D.

Victory will further expand its presence at "The Chip" when, for the first time, the annual Victory Riders Association (VRA) Sturgis Party will be held at the largest music festival in motorcycling. The party is set for Thursday, August 12, exclusively for Victory riders.

"We know Victory riders are going to enjoy their experience at the Legendary Buffalo Chip, the epicenter of the Sturgis Rally," said Victory External Relations Manager Robert Pandya.

"Following a beautiful ride from Deadwood, Victory riders will be treated to a special reception with dinner, celebrities and a private tour of Michael Lichter’s famed Motorcycles As Art Exhibition. It’s going to be ‘Victory Night’ onstage, with special surprises for Victory riders."

Victory will also once again base its VIP motorcycle fleet at the Buffalo Chip during the 2010 Sturgis rally. These motorcycles are loaned exclusively throughout the rally to musicians, celebrities and VIP riders, including several who will take part in the Victory-sponsored Legends Ride on Monday, August 9.

The Legends Ride, which raises funds for Sturgis-area non-profit organizations, is celebrating its third consecutive sellout and has raised over $100,000 in just two years.

"Victory Motorcycles are adventurous and non-conformist, which fits our customer base perfectly," said Lon Nordbye, Sponsorship Director of the Buffalo Chip. "As avid Victory riders ourselves, we are proud to partner with Victory to host Victory riders from across the nation for one very special night at the Legendary Buffalo Chip."

Victory riders can register online for the VRA Sturgis Party by going to the Victory website ( and clicking on "Victory Community." Details about the ride from Deadwood to the Buffalo Chip and other Victory activities at Sturgis are available at the same site.

Victory also operates the Victory Store at 1100 Main Street in historic downtown Sturgis throughout the rally, and will offer Victory Demo Rides August 9-14 just off I-90’s Exit 30.

The Legendary Buffalo Chip has the largest concert stage in Sturgis and annually offers the most impressive lineup of outstanding musical acts. The concert lineup at the Buffalo Chip during the 2010 rally includes: Kid Rock, Bob Dylan, ZZ Top, Motley Crue, The Guess Who, Creedence Clearwater Revisited, The Scorpions, The Doobie Brothers, Dave Mason, and the two great acts who will headline during Victory Night on August 12: Jason Aldean and Ozzy Osbourne.

The Buffalo Chip is located just east of downtown Sturgis and is easily accessible by several routes, including Lazelle Street (Hwy. 34) from downtown Sturgis. Complete details about the Buffalo Chip, its camping opportunities and concert and event schedules are available at

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One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007 and is currently Editor at Large at Ultimate Motorcycling. He is also the author of 365 to Vision: Modern Writer's Guide (How to Produce More Quality Writing in Less Time).