When you get down to it, it's about the people.
They are the reason Harry Morgan has kept coming back to the rally for the past 10 years. He hasn't attended every year in the last decade, but he has made it the last three years in a row.
"You get to meet people. Everybody's pretty friendly," he said.
That, and the rides, he said. Morgan, 60, said he attends rallies all over, and the Sturgis rally has more rides and places to ride than most other rally events.
"You meet more people here," he said. "That's what makes it fun."
And it definitely helps that those people he meets are, as a rule, friendly and fun-loving. Morgan and his girlfriend, Dee Shelly, strolled down one of the busy sidewalks in Sturgis on Thursday, checking out the vendors and motorcycles lining the streets.
They made the trek from Lancanster County, Penn. — Amish country, as Morgan is quick to point out.
Shelly, 50, is new to motorcycle riding but has been enjoying her first time at the Sturgis rally. "I think it's awesome," she said.