each day, with 30,000-plus people visiting each day.
Full Throttle Saloon is a destination point during the rally and is open from 5:30 a.m. Sturgis is within an hour’s drive of the Crazy Horse monument, Mount Rushmore and the Badlands, great locales to ride motorcycles. “They punched holes in the roofs of cars. “The hail was as big as tangerines,” Dupree said. One of the most notable moments is a major hail storm during the rally.
He has to hit $2 million in revenues just to break even.” “You have to respect the fact he has $2 million in liabilities when he opens each year,” said Dupree, who helps Ballard out every year with logistics and marketing, among other things. (There’s a funny scene in which scantily clad female employees are told what’s acceptable to wear and what’s not.)īallard, who has been running the saloon for a decade, comes across as calm on the surface but is constantly fretting about whether he can make enough money to survive another year. He grapples with employees trying to steal from him (this is a heavily cash business), a motorcycle stunt guy who has a tendency to land in jail and maintaining some level of decorum per local ordinance.
Attendance was down the year before and Ballard is worried the economy might throttle them again. The first episode, which I screened, focuses on the prep work to open the saloon during the Sturgis Bike Rally this past August.
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