Victory Motorcycles Opening New Downtown Display & Retail Site for Sturgis Rally 2012

The growing thunder of Victory Motorcycles will again shake the Black Hills of South Dakota during the 2012 Sturgis Motorcycle Rally (Aug. 4-11, 2012). Victory has a full week of activities planned for motorcyclists who attend the legendary biker gathering. Featuring a new location, new displays, group rides, live music, demos and displays of new 2013 motorcycles, a major Victory party, celebrity appearances and much more, Victory will have Sturgis rocking like never before.

Victory Motorcycles and Indian Motorcycle are proud to announce a new, bigger and better display site in downtown Sturgis on the corner of 3rd and Lazelle. The new display will incorporate all that’s new in 2013. The company displays will be on either side of the all new Buffalo Chip at Lazelle Presented by Allstate Motorcycle Insurance stage that will be the center for music and activity on Lazelle Street in Sturgis. Victory Motorcycles has also expanded its partnership with the Sturgis Buffalo Chip and will continue the very popular demo ride program. Pepsi and Amp Energy Drink are sponsoring customer comfort area in front of the stage.

“We are really excited about Sturgis 2012,” said Victory Motorcycles Marketing Manager Josh Fulkerson. “Every real rider knows Sturgis is the place to be, and Victory is stepping up its Sturgis presence bigger than ever. We invite all riders to visit us, check out the latest from Victory and our friends at Indian Motorcycle on Lazelle Street. Enjoy some free live music on our stage and join us for the Legends Ride and the annual Victory Owners Ride.”

Details about Victory activities at Sturgis are listed on the Victory website at: Updates and event coverage will also be featured on the Victory Facebook page: Check out Allstate’s Facebook page: for updates on Allstate at Sturgis as well as how to enter to win a new Arlen Ness customized Victory Cross Country.

Indian Motorcycle Special Events Planned
Indian Motorcycle will celebrate its heritage with the debut of a new Indian Motorcycle Experience showcasing industry leading style and technical changes through the years. Living history will visit the Indian Motorcycle display when former racers and famed “Wrecking Crew” members Bill Tuman and Bobby Hill meet fans of the brand on Tuesday, August 7. Celebrating his induction to the AMA Hall of Fame, Ed Kretz Jr., a former AMA Grand National Champion from the 1950’s and 1960’s, will appear at the Indian Motorcycle display.  He is the son of Ed “Iron Man” Kretz, winner of the inaugural Daytona 200 in 1937.

Visit Victory Motorcycles at the Sturgis Motorcycle Rally in August.
Visit Victory Motorcycles at the Sturgis Motorcycle Rally in August.

Victory Demo Rides, Aug. 4-11
Victory will provide demo rides on the new 2013 Victory models Saturday through Saturday, August 4-11, from 9 a.m.-5 p.m. daily. Victory Demo Rides start and end at the special rally demo site at Hersruds Chevrolet at I-90 Exit 30, just southwest of the interstate exit.

Demo riders are automatically registered for the chance to win a GoPro® camera, which will be given away daily. In addition, a special GoPro® camera bike team will accompany each demo ride to take free downloadable souvenir snapshots.

Victory Owners Ride & Party, Aug. 9
The annual Victory Owners Ride & Party at Sturgis will be held Thursday, August 9. The ride will take Victory Riders to the Legendary Buffalo Chip, home of “The best party anywhere” for the Victory Owners Party, which is exclusively for Victory Riders. The starting times and location of the ride and party will be announced soon through the Victory Motorcycles Facebook page.

Victory Riders must register online in advance for the ride and party by visiting

Rice Victory Welcomes Victory Riders
Rice Victory, the Black Hills Victory dealer, invites Victory Riders to stop in during the Sturgis rally. Victory service, parts, accessories and apparel will be available during special extended rally hours, and there will be food and merchandise giveaways throughout the week. Several Victory Riders traditionally meet at the dealership for a group ride to the starting point of the Victory Owners Ride. Departure time of the ride from Rice Victory will be announced shortly.

The Rice Victory staff will also sell the official 2012 Victory Sturgis T-shirt, Victory apparel, accessories and collectibles at Victory’s downtown Sturgis site. Rice Victory ( is located at 301 Cambell St., Rapid City, SD 57701, phone: 605-342-2242.

Victory Sponsors Legends Ride
Victory will once again sponsor the Legends Ride charity event. The fifth annual Legends Ride, scheduled for Monday, August 8, will take participants on a ride from downtown Deadwood, throughout the Black Hills to the Sturgis Buffalo Chip for a reception, catered meal, auction, and double headlining concert by Journey and Loverboy. 100% of rider contributions go to support. Proceeds from the event support the Black Hills Special Olympics and the Sturgis Motorcycle Museum. For details, visit:


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