84th Rally, Aug. 2nd-11th, Begins in

Sturgis Announces New Rally & Events Director
March 31, 2022

 The City of Sturgis is pleased to announce the appointment of Tammy Even-Cordell to lead the Rally & Events Department upon the retirement of Jerry Cole in early May 2022.  Ms. Even-Cordell currently serves as the Assistant Rally & Events Director for the City of Sturgis.


  Ms. Even-Cordell has extensive experience in tourism and event management, both within the motorcycle event industry and with local event promotions.  Ms. Even-Cordell has more than ten years of experience in vendor site management during the Biketoberfest and Daytona Bike Week festivals giving her keen insight into the needs of vendors and promoters at world-class motorcycling events.  Ms. Even-Cordell has managed the Harley-Davidson Rally Point bands during the Sturgis Motorcycle Rally and has worked with the sponsors and exhibitors at Rally Point for numerous years.


  Ms. Even-Cordell’s retail experience will allow the City to expand the Sturgis Superstore initiative to include a greater offering of official merchandise featuring the Winged S brand that was launched in 2021 as well as partnering with those providers of merchandise featuring the City’s heritage marks.  Additionally, Ms. Even-Cordell has broad municipal experience with the City of Sturgis, which includes work in both the City Manager and City Attorney’s offices.


  Mayor Mark Carstensen states, “Tammy, through her work for the City of Sturgis, has knowledge of the sponsorship relationships and fulfillment requirements necessary to exceed our sponsors’ high expectations.  Tammy’s recent experience as Assistant Director will serve her well as she steps into this new role.  I look forward to what she can accomplish with events during the Rally and year-round for our residents!”


  Downtown BID Board President Mark Bruch adds, “Tammy has built excellent relationships with downtown and local business owners and event promoters.  Tammy has worked hard to promote Sturgis as a premier tourism destination while not losing sight of the needs of our local community.  I congratulate her and look forward to working with her to continue to promote events here in Sturgis.”


  Locally, Ms. Even-Cordell has spearheaded the Sturgis Hometown Marketplace initiative providing a year-round incubator venue for more than 40 small and micro craft businesses.  Her work with the Sturgis Strong and Good Deeds programs was instrumental in building community support and shoring up retail during the recent pandemic.  Ms. Even-Cordell also was instrumental in the success of the first annual Sturgis Challenge for Charities Gala.


  City Manager Daniel Ainslie says, “Tammy’s communication skills and ability to coordinate logistics for numerous events simultaneously will allow the City to more efficiently and more effectively meet the needs of our visitors during the Sturgis Motorcycle Rally and all the other events the City promotes.”


  Ms. Even-Cordell will be working closely with Mr. Cole over the next few weeks before he retires to ensure a smooth transition for the various Rally & Events stakeholders.  Ms. Even-Cordell can be reached at the Rally & Events Department at (605) 720-0800.