The Full Throttle Saloon: A Legendary Venue’s Rise and Fall
In the heart of Sturgis, South Dakota, a small town known for its annual motorcycle rally, stood a legendary venue that became a mecca for bikers and enthusiasts from all over the world. The Full Throttle Saloon, a sprawling complex spanning over 30 acres, was more than just a bar – it was an experience. But what happened to this iconic establishment that once drew thousands of visitors each year?
The Full Throttle Saloon was the brainchild of Michael Ballard, a motorcycle enthusiast and entrepreneur. In 1999, Ballard purchased the property and transformed it into a biker’s paradise. The saloon quickly gained a reputation for its wild parties, live music, and unique attractions. From its famous burnout pit to its zip line and tattoo parlor, the Full Throttle Saloon offered something for everyone.
Year after year, the Full Throttle Saloon became synonymous with the Sturgis Motorcycle Rally, the largest gathering of bikers in the world. During the rally, the venue would host a variety of events, including bike shows, stunt performances, and even wedding ceremonies. It was a place where bikers could come together, share their passion, and create lasting memories.
But in 2015, tragedy struck. Just days after the conclusion of the Sturgis Motorcycle Rally, a devastating fire engulfed the Full Throttle Saloon, reducing it to ashes. The fire, which was later determined to be accidental, destroyed the main bar, concert stage, and countless pieces of memorabilia that had become synonymous with the venue.
The news of the fire sent shockwaves through the biker community and beyond. The Full Throttle Saloon had become an institution, a symbol of freedom and camaraderie. Its loss was felt deeply by those who had frequented the establishment over the years.
However, Ballard was determined to rebuild. With the support of his loyal patrons and the Sturgis community, he set out to resurrect the Full Throttle Saloon from the ashes. In 2016, just one year after the devastating fire, the venue reopened its doors, bigger and better than ever.
The new Full Throttle Saloon featured a state-of-the-art concert stage, an expanded bar area, and even more attractions to entertain its visitors. Ballard spared no expense in creating a venue that would continue to captivate and thrill its patrons.
But despite the grand reopening, the Full Throttle Saloon faced new challenges. The biker culture was changing, and attendance at the Sturgis Motorcycle Rally began to decline. The rise of online ticket sales and the increasing popularity of other motorcycle events across the country meant that the Full Throttle Saloon was no longer the only game in town.
Additionally, the Full Throttle Saloon faced financial difficulties. The cost of rebuilding after the fire, coupled with declining attendance, put a strain on the venue’s finances. Ballard was forced to make tough decisions, including selling off some of the property to pay off debts.
In 2018, Ballard made the difficult choice to sell the Full Throttle Saloon. The new owners, Jesse James Dupree and Michael Austin, vowed to continue the venue’s legacy and bring it back to its former glory. However, their efforts were short-lived.
In 2019, just one year after taking over, the new owners announced that the Full Throttle Saloon would not be reopening for the Sturgis Motorcycle Rally. The decision came as a shock to many, signaling the end of an era for the iconic venue.
So, what happened to the Full Throttle Saloon? It was a combination of factors – a devastating fire, changing biker culture, and financial difficulties – that ultimately led to its downfall. The Full Throttle Saloon will forever be remembered as a place where bikers could come together, celebrate their passion, and create lifelong memories. Though its doors may be closed, its spirit lives on in the hearts of those who experienced its magic.
