Sturgis Rally & Events Director to Retire
February 23, 2022
Sturgis, SD - Sturgis Rally & Events Director to Retire
The City of Sturgis announces the retirement of Rally & Events Director, Jerry Cole, following more than six
years with the City leading the Rally & Events Department.
Under Mr. Cole’s leadership, the Rally & Events Department expanded its event offerings during the annual
City of Sturgis Motorcycle Rally and broadened its appeal on the national and international stage. Besides
coordinating the annual Mayor’s Ride, the Mayor’s Pub Crawl, and the City’s operational logistics, the Rally
now includes formal Opening and Closing Ceremonies with world-class entertainment, numerous Rides, the
Mayor’s Golf Tournament, the Legendary 5k Run, beard and tattoo contests and VIP packages. Mr. Cole
worked to develop and implement the Rally’s new “winged S” brand and intellectual capital. All these efforts
combined with the creation of the Sturgis Rally Endowment will ensure that the Rally continues to benefit the
residents of Sturgis for decades to come.
Mayor Mark Carstensen says, “We cannot thank Jerry enough for his leadership and efforts these past six
years, especially during the past two very challenging years, when Jerry ensured that the City could provide a
safe and responsible Rally for our visitors.”
Council President Beka Zerbst highlighted that “Jerry developed a comprehensive digital marketing campaign
to attract new Rally attendees. He successfully fostered a partnership with the State’s Department of
Tourism to extend and amplify the reach of these digital marketing efforts. His efforts have greatly benefited
However, it is Mr. Cole’s quiet leadership with event development and promotion throughout the entire
summer and shoulder tourism seasons that will have a lasting impact on Sturgis’s quality of life. From the
development of the Wednesday night Music on Main concert series and mountain bike point series to the
growth of the annual Sturgis Camaro Rally and the creation of the ATV Rally. Mr. Cole has shepherded
events from concept to reality all while utilizing existing staff and revenue streams. Mr. Cole was also
instrumental in promoting Sturgis as the perfect venue for South Dakota’s Gold Star Families Memorial
Monument, scheduled to be placed downtown this spring.
City Manager Daniel Ainslie says, “Under Jerry’s direction, Sturgis is becoming known for events besides just
the Rally. Music on Main, the ATV Rally, the mountain bike race series, and the Gravel Grinder, these events
all highlight the beautiful natural resources just outside our community’s door. Jerry and his staff consistently
produce high-quality, world-class events for our visitors. I wish Jerry the absolute best in retirement.”
The City will begin the selection process to fill the Rally & Events Director vacancy in the upcoming few
weeks. Inquiries regarding the recruitment and selection process can be made to the Human Resources
Department at (605) 347-4422 ext 221.