STURGIS – Harley-Davidson President and CEO Artie Starrs made his first visit to the Sturgis Motorcycle Rally this week, joining the City of Sturgis’ Monday news conference to highlight Tuesday’s Military and First Responders Appreciation Day.
Starrs said Harley-Davidson’s connection to military members, veterans and first responders has been part of the company for generations.
“We are proud to have a long history supporting active, reservist and veteran military members and first responders,” Starrs said. “Every dealership that I go into, I meet veterans, and it’s just an honor that we get to play a role in their lives.”
Tuesday’s activities included a group ride from Ellsworth Air Force Base, a free pancake breakfast for military members, veterans and first responders from 9 a.m. to noon at Harley-Davidson Rally Point, and a 2 p.m. program featuring special guests.
Starrs also encouraged riders to participate in Harley-Davidson’s Let’s Ride Challenge – Ride for Heroes, which is working toward 100 million accumulated miles and up to $1 million in donations to organizations supporting military members, veterans and first responders.
“All riders are invited,” Starrs said. “All handlebars welcome. No matter what kind of motorcycle you ride, we’d love for you to be a part of it.”
Starrs, who described himself as a new rider, also spoke about the shared connection between motorcycling, America and freedom.
“When you get on a bike, feeling free is one of the first things that you feel,” he said. “The community of riding, the people that you ride with and the culture around it, I think, is particularly special.”
For Starrs, seeing that connection firsthand in Sturgis during his first Rally has made the visit especially meaningful.
“We’re a proudly American brand,” he said. “Pretty much everywhere you go, the American flag and Harley-Davidson are part and parcel, which is a really special thing. It’s an amazing feeling, and it’s an honor for us to be a part of it.”
