Seven years ago, they came here for the rally.
"There's a lot going on all the way around Sturgis, but
we're where at is very quiet," said Ken Saylor, visiting from Fort Wayne, Indiana.
But now, it's towns such as Hill City, where they really enjoy the essence of the Black Hills.
"The people in Hill City are so nice, they're all so welcoming. We're not rowdy,
I'm sure that's part of it. A lot of people come [to Hill City] and party during the day,
that's nice, we love that too," said Bridgett Santiago, visiting from Fort Wayne, Indiana.
Store owners say the streets of Hill City will be filled with bikes by mid–afternoon during rally week. They're full of bikers who want to escape the hustle and bustle of Sturgis.
"They just sit out front, and visit, talk to each other, and
watch the bikes go up the street. Quieter rally you could say," said Larry Walker, State Shop Gift store owner.
Businesses in Custer and Hill City report increases in revenue of up to 30% so far and they credit their centralized location.
"You can get to everywhere from Hill city. Minutes from Rushmore, Crazy Horse. There's attractions all around us. It's really cool to stay
and play in the heart of the hills," said Deb Bruce, Director of the Hill City Chamber of Commerce.
"The older crowd wants to come hang out and shop and eat, and
have easy access to all the sites and site seeing," said Santiago.
For many, the charm of Southern Hills towns completes the rally experience and keeps them coming back.
"We had the pleasure of bringing friends down here and to have them see in and experience
it through their eyes was really exciting," said Santiago.
Economic leaders in Custer say traffic has been up 20% all summer, compared to last year.
Revenue increases have ranged from 12 to 30 % as well.