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Sturgis Rally brings motorcycles through Luverne

Lead Summary
By
Jason Berghorst

Summer is a busy time of year for businesses in Luverne that cater to travelers.
With the 75th anniversary of the Sturgis Motorcycle Rally in the Black Hills, local gas stations, restaurants, and other businesses have seen a steady stream of motorcyclists headed west on Interstate 90 during the last week.
The rally, which officially began Monday, is expected to draw nearly one million people, and Luverne is in line to benefit from that traffic.
Janelle Bolt, Luverne, manager of the Holiday station near I-90 in Luverne, said Friday and Saturday, July 30 and 31, were two of the busiest days of the year for her store.
Bolt estimates that over 500 motorcycles stopped at Holiday each of those two days to purchase gas and merchandise. "It helps our business tremendously," Bolt said. "It's just huge."
Across the street at the BP Expressway station, manager Stacy Kopp said her business also benefits heavily from Sturgis travelers.
"We've been very, very busy," Kopp said. "Some of the bikers come back every year. We enjoy getting to know them and seeing them come back each year."
Kopp said her store sells an extra 1,000 gallons of premium fuel each day this time of year because motorcycles often use premium fuel.
"And it's not just the motorcycles," Kopp said on Friday. "We see so many extra campers and trailers this weekend, too."
Travelers who stop in Luverne often visit local restaurants as well.
The Howling Dog Saloon, also near the interstate and with a huge "Welcome Bikers" banner on display, is a popular stop for Sturgis travelers. On Friday about 25 motorcycles from a number of states were parked outside midafternoon.
"It's a very big impact on our business," said Howling Dog Saloon owner Jodi Reverts, who said she’s busier all through the day instead of just at the lunch hour on the days leading up to the rally.
"We have a lot of people that stop every year. For a lot of people from the Cities, it's their first stop or maybe a half-way point," she said.
"We just really enjoy all the bikers. They are all great. Not the negative stereotypes of bikers at all."
Reverts pointed out that the weekend before the rally is always busier than the weekend after.
"We definitely don't see as many people stop on their way home," she said. "And those who do don't spend as much."
 
Hotels busy all summer
According to managers at local hotels and motels, business has been good all summer. In fact, many travelers are being turned away and sent to other communities to find a room.
"We turn away up to 20 people per night on summer weekends," said Quality Inn owner Ash Patel, who added that his hotel has been fully booked almost every night in July.
"Business has been very good ever since mid-June," Patel said. "With construction workers and other laborers working in the area, we don't have as many rooms available for travelers."
Judy Hensley, co-owner of the Cozy Rest Motel in Luverne, said contractors working on road construction near Adrian and on projects in the Rock Rapids area have also kept her motel "exceptionally busy" since June.
"We've been full all of July," she said. "Last summer was a very different story ... not busy at all ... but this year has been good."
Kullen Schroht, general manager at the GrandStay Hotel and Suites in Luverne, said leisure travel has definitely increased this summer.
"We are seeing a lot more families taking trips to the Black Hills or farther west this year," he said. "It seems like the economy is getting better and gas prices are relatively low; people are taking advantage of that and traveling."
Schroht said his hotel has been turning away "multiple people every night" and has been fully booked all of July, not only with leisure travelers, but also with business people and for reunions and weddings.
"We are full every weekend for these events for about a six-month span," Schroht said.
 
Customer service is key
All of the local business leaders mentioned customer service as being the most important aspect of dealing with travelers.
"We try to answer all their questions. Tell them about the things to do in Luverne," Bolt said about her Holiday station customers.
"We pride ourselves on our town. Hopefully they will enjoy their time in Luverne, whether a small amount of time or longer, and stop in the next time they go by."
Schroht said he trains his front desk staff to effectively share with travelers all of the opportunities available in Luverne.
"We love to tell them about the new restaurants, the state park, the drive-in theater, the Palace, the brewery, all of that," Schroht said. "We see that, in many ways, Luverne is on the map now."
Local business people who serve travelers generally enjoy meeting people from all over the country and the world as they pass through Luverne, Bolt said.
"It's fun to visit with them and find out where they are from and where they are going," she said. "It's just fun — plain and simple."

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