From the Front Desk: Welcoming the Jacket Ride for Veterans

Hi, I’m Marsha, the receptionist at Wareing Sturgis Ford. It’s August in Sturgis again—big stages, big crowds, and the unmistakable sound of motorcycles rolling through town. We’ve already welcomed several familiar faces back to the dealership, and we hope everyone attending the 86th Sturgis Motorcycle Rally enjoys a safe ride through the beautiful Black Hills.

Every year we look forward to the Black Hills State University Jacket Ride for Veterans. The riders spend the morning enjoying one of the most beautiful routes in the Black Hills before finishing their ride right here at Wareing Sturgis Ford.

It’s one of those mornings when all of us find ourselves glancing toward the entrance of Vanocker Canyon, waiting to see the first motorcycles pull into our parking lot.

Once everyone arrives, the helmets come off, stories begin, and riders, volunteers, and ride marshals gather inside for a catered lunch. It’s one of my favorite traditions of Rally week.

A Ride That Gives Back

The Jacket Ride is much more than a scenic motorcycle ride. Every registration helps provide scholarships for student veterans attending Black Hills State University.

This year’s 14th annual Jacket Ride takes place on Tuesday, August 11.

Registration begins at 8:30 a.m. at the Joy Center on the BHSU campus, with kickstands up at 10:00 a.m..

Escorted by the American Legion Riders of the Black Hills and the Iron Horse Clan of Hot Springs, participants will enjoy a beautiful ride through Spearfish Canyon, Lead, Nemo, and Vanocker Canyon before arriving at Wareing Sturgis Ford for lunch.

Special Guests

This year’s ride marshals are Cappie and Alex from Magnolia Network’s Building Outside the Lines. In recognition of America’s 250th anniversary, Purple Heart recipients and a World War II vehicle will also participate in this year’s ride.

Registration is $50 for a single rider or $75 for a rider and passenger. Registration includes lunch, a commemorative T-shirt, and entry into the day’s door prizes.

If you’d like to ride along this year, registration remains open through the morning of the event.

For additional information or to register, visit the BHSU Jacket Ride page or contact the BHSU Foundation.

Group rides are always special, but rides that help veterans continue their education are even more meaningful.

Thanks for reading, and if you’re participating in this year’s Jacket Ride, we’ll be watching for you as you come down Vanocker Canyon. We can’t wait to welcome you to Wareing Sturgis Ford.

— Marsha