How Much Does Full Throttle Saloon Make During Sturgis

Title: The Spectacular Success of Full Throttle Saloon at Sturgis: How it Continues to Thrive in 2024


The Full Throttle Saloon, located in Sturgis, South Dakota, has become an iconic destination for motorcycle enthusiasts from around the world. Known for its exhilarating atmosphere and thrilling events, the saloon has proven to be a highly profitable venture during the annual Sturgis Motorcycle Rally. In this article, we will explore just how much Full Throttle Saloon makes during Sturgis, along with eight interesting facts about its success. Additionally, we will answer fourteen common questions to provide a comprehensive understanding of this renowned establishment.

Full Throttle Saloon’s Financial Success:

1. Revenue Figures: Full Throttle Saloon generates an astounding amount of revenue during the Sturgis Motorcycle Rally. In 2024, the saloon is projected to earn approximately $10 million in just ten days, making it one of the most profitable establishments during the event.

2. Multiple Revenue Streams: Full Throttle Saloon’s success is not solely reliant on alcohol sales. The establishment also generates significant income through merchandise sales, ticketed events, sponsorships, and vendor fees during the rally.

3. Size and Capacity: The saloon covers an expansive area of 30 acres, enabling it to accommodate over 20,000 patrons at any given time. This vast space allows Full Throttle Saloon to host various events, concerts, and exhibitions throughout the rally.

4. Expansion and Innovation: Full Throttle Saloon continually strives to enhance its offerings and attract more visitors. In 2024, the saloon introduced a state-of-the-art indoor stage, boosting its capacity to host larger musical performances and provide an unforgettable experience to rally attendees.

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5. Television Success: Full Throttle Saloon gained substantial publicity through the reality TV series of the same name, which aired from 2009 to 2015. The show showcased the saloon’s behind-the-scenes operations and further fueled its popularity, attracting a larger crowd each year.

6. Prominent Sponsorships: Full Throttle Saloon has secured lucrative sponsorships from renowned brands within the motorcycle industry. These partnerships contribute significantly to the saloon’s revenue and enable them to provide unique experiences to visitors.

7. International Appeal: The Full Throttle Saloon has garnered a global following, drawing motorcycle enthusiasts from across the world to visit the Sturgis Motorcycle Rally. Its reputation as a must-visit destination for bikers has contributed to its financial success.

8. Charitable Initiatives: Full Throttle Saloon also engages in various philanthropic endeavors during the Sturgis Motorcycle Rally. By organizing charity events and fundraisers, the saloon not only contributes to the community but also enhances its reputation and further solidifies its status as a crowd-favorite.

Frequently Asked Questions:

1. How old is Full Throttle Saloon?

Full Throttle Saloon was established in 1999 and has been an integral part of the Sturgis Motorcycle Rally since then.

2. How tall is Full Throttle Saloon?

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The physical height of the saloon building is approximately 30 feet.

3. How much does Full Throttle Saloon’s owner, Michael Ballard, weigh?

As of 2024, Michael Ballard’s weight is not publicly available.

4. Is Michael Ballard married?

Yes, Michael Ballard is married to Angie Ballard, also known as “Angie the Bartender.”

5. How much does Full Throttle Saloon make from alcohol sales?

Approximately 70% of Full Throttle Saloon’s revenue during the Sturgis Motorcycle Rally comes from alcohol sales.

6. What are the busiest days at Full Throttle Saloon during Sturgis?

The busiest days at Full Throttle Saloon are typically the first weekend of the Sturgis Motorcycle Rally, with Friday and Saturday being the peak days.

7. How much does it cost to enter Full Throttle Saloon during Sturgis?

The entry fee to Full Throttle Saloon during Sturgis varies annually and is subject to change. However, typically, there is no specific entry fee, and visitors can freely enter the establishment.

8. How many employees work at Full Throttle Saloon during Sturgis?

During the Sturgis Motorcycle Rally, Full Throttle Saloon employs around 300 staff members to ensure smooth operations.

9. Are there any age restrictions to enter Full Throttle Saloon during Sturgis?

Yes, Full Throttle Saloon strictly enforces an age restriction policy, allowing only individuals aged 21 and above to enter.

10. Can you camp at Full Throttle Saloon during Sturgis?

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Full Throttle Saloon offers camping facilities on its premises during the Sturgis Motorcycle Rally, providing an immersive experience for visitors.

11. Are pets allowed at Full Throttle Saloon during Sturgis?

Pets are not allowed inside Full Throttle Saloon during the Sturgis Motorcycle Rally due to safety and health regulations.

12. Does Full Throttle Saloon operate year-round?

No, Full Throttle Saloon operates exclusively during the Sturgis Motorcycle Rally, which takes place in early August each year.

13. Can you purchase Full Throttle Saloon merchandise online?

Yes, Full Throttle Saloon merchandise, including apparel and accessories, can be purchased online through their official website.

14. What precautions does Full Throttle Saloon take to ensure visitor safety during Sturgis?

Full Throttle Saloon works closely with local law enforcement agencies and implements extensive security measures, including crowd control, surveillance systems, and licensed security personnel.


Full Throttle Saloon’s success during the annual Sturgis Motorcycle Rally is a testament to its incredible appeal to motorcycle enthusiasts worldwide. Through its robust revenue streams, innovative expansions, and strategic partnerships, the saloon consistently generates millions of dollars in just ten days. While the specific financial figures may vary each year, Full Throttle Saloon’s impact on the Sturgis experience remains unparalleled. With its immense popularity, charitable initiatives, and unforgettable events, Full Throttle Saloon continues to thrive as a truly iconic destination for bikers and visitors alike.

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