The Sturgis Area Chamber of Commerce & Visitors Bureau is taking on the Sturgis Music on Main series, and the group’s executive director said they couldn’t be more thrilled about it.

“This event has been such a well-loved tradition in our community; our chamber team and Board of Directors is looking forward to building on its success,” said Veronica Grosek, Sturgis Chamber of Commerce & Visitors Bureau Director.

Music on Main will look a little different this year.

“First and foremost, we’re expanding the series from eight nights to 12 nights this summer, giving everyone more opportunities to enjoy live music, food, races, activities, and that great downtown Sturgis atmosphere at Harley-Davidson Rally Point,” Grosek said.

They are also shaking things up a bit when it comes to the mountain bike race series.

This year, the new format for the bike race will include a 6-week Competitive Series for more serious racers on Wednesdays from June 11th through July 16th, followed by a 5-week Recreational Series that’s open to all skill levels and geared toward a more casual, social vibe on Wednesdays including July 23rd and August 13th through September 3rd.

“We think this split will better serve our pros and those who just want to get out and ride. Furthermore, we are introducing an app-based registration system with a suggested donation for a more user-friendly registration process throughout the race series,” Grosek said.

Also new this year is some festive event themes including entertainment, vending opportunities, and a variety of kids activities all season.

For example, the kickoff to the season is themed “90s Night” featuring local band Flannel on June 11th, and a Father’s Day “Totally Rad, Dad!” theme night on June 18th.

The final Music on Main on Sept. 3 will feature the annual Sturgis Community Appreciation Picnic with the Dave Martinson Big Band to cap the event series.

 “As we get ready for the season, we’re still looking for a couple of final sponsors, and we’re also welcoming volunteers and bike racers to help make each night a success,” Grosek said. “We’ve had an overwhelming amount of support throughout this transition. It really is a community-driven event, and we’re excited to bring even more residents, visitors, and businesses into the mix this year to achieve our Chamber & Visitors Bureau mission."

More info can be found on the new official “Sturgis Music on Main” Facebook page, at SturgisAreaChamber.com, by emailing Events@SturgisAreaChamber.com, stopping by the Sturgis Welcome Center, or calling (605) 347-2556.