The History of Full Throttle Saloon

During the Sturgis Motorcycle Rally, there are a few places that feel bigger than the event itself. Full Throttle Saloon is one of them.

What started as a small biker bar eventually became one of the most recognizable motorcycle destinations in the world, known for massive crowds, live music, custom bikes, wild nights, and nonstop rally energy. For many riders, a trip to Sturgis does not feel complete without at least one stop at Full Throttle.

The Beginning of Full Throttle

Full Throttle Saloon was founded by Michael Ballard, who opened the original location just outside Sturgis in 1999.

The idea was simple: create a place built specifically for biker culture. Not polished, not corporate, and not designed to feel like a normal bar. Ballard wanted something loud, chaotic, entertaining, and completely centered around rally life.

Over time, that vision exploded into something much bigger than anyone expected.

The original Full Throttle property grew into a massive entertainment complex featuring bars, concert stages, vendors, camping, food stands, burn out pits, and custom motorcycle attractions. During rally week, the property became packed wall to wall with riders from all over the country.

The TV Show

Full Throttle became nationally famous after the launch of the reality television series Full Throttle Saloon in 2009.

The show gave people an inside look at what rally week actually felt like behind the scenes. Cameras followed Michael Ballard, employees, bartenders, security, performers, and rally goers as they dealt with the nonstop chaos of running one of the largest biker bars in the world during Sturgis.

The series captured everything people associated with the rally itself: massive crowds, custom motorcycles, concerts, late nights, unpredictable moments, and the larger than life personalities that filled the property every August.

For many viewers across the country, the show became their first real introduction to Sturgis motorcycle culture. Suddenly, people who had never even been to South Dakota knew about Full Throttle Saloon.

The exposure from television made the saloon even bigger. Attendance exploded, and Full Throttle transformed from a famous biker bar into a full blown rally landmark that riders specifically traveled to see for themselves after watching the show.

Fans would visit hoping to recognize parts of the property they had seen on TV, meet staff members from the series, or simply experience the energy that looked so wild on screen.

By the early 2010s, Full Throttle had become one of the most talked about destinations during rally week anywhere in the Black Hills.

 The Fire That Changed Everything

In September 2015, disaster struck when a massive fire destroyed much of the original Full Throttle property.

The fire spread quickly through the wooden structures, leaving behind extensive damage and effectively ending an era of rally history. For longtime riders who had spent years gathering there, it felt like losing one of the iconic landmarks of Sturgis itself.

But Full Throttle did not disappear.

The Rebuild

After the fire, Michael Ballard and the Full Throttle team rebuilt the saloon at a new location at the foot of Bear Butte mountain.

The new property was larger, more modern, and designed to continue the spirit of the original while expanding the experience even further. The rebuild of Full Throttle and addition of Pappy Hoel Campground (previously the Broken Spoke Campground) has larger concert spaces, upgraded facilities, multiple bars, restaurants, and large outdoor gathering spaces that could handle enormous rally crowds. Campers have the opportunity to tent camp, RV camp, and rent cabins located right next to the concert venue/bar.

Even after the rebuild, the goal stayed the same: create a place where riders could gather, celebrate motorcycle culture, and fully experience the energy of Sturgis rally week.

Why Full Throttle Became So Iconic

What separates Full Throttle from a normal biker bar is scale.

It is not just somewhere to grab a drink. During the rally, it becomes its own temporary world built around motorcycles. Riders spend entire days there watching concerts, walking through vendor areas, eating lunch, meeting other bikers, and experiencing the nonstop atmosphere that surrounds the property.

The location also captures something people associate with Sturgis itself: freedom, noise, and community all happening at once.

Even riders who prefer quieter rides through the Black Hills usually end up stopping by Full Throttle at least once during the week, simply because it has become part of rally tradition.

Full Throttle Today

Today, Full Throttle remains one of the most visited destinations during the Sturgis Motorcycle Rally.

Every August, thousands of riders continue rolling through the gates looking for live music, cold drinks, custom bikes, and the same energy that made the original property legendary decades ago.

Full Throttle has evolved over the years while still holding onto the spirit that made riders fall in love with it in the first place.