Editor’s Note: This report was filed by Shawn Marie Brummer, Communications Specialist with the Credit Union Association of the Dakotas.
STURGIS, S.D. - The annual Sturgis Motorcycle Rally started this week, and this year a record number of visitors have converged upon the town as it is the event’s 75th anniversary. Hundreds of thousands of motorcycle enthusiasts are motoring around the Black Hills area of South Dakota.
For one credit union, the Sturgis Motorcycle Rally means a change in its normal routine. Northern Hills Federal Credit Union’s main office is located at 1080 Main Street in Sturgis is located in the heart of the Rally.
“There is a steady roar of motorcycle engines throughout the day and night all this week,” said Marty Willms, VP Operations for Northern Hills FCU. “This year, the traffic began even before the rally started, as motorcyclists were arriving in the Black Hills the last two weeks of July. Traffic has gotten more congested with each passing day, and at times is at a complete standstill.”
During the Rally it can take as long as two hours to drive seven blocks and back through the steady stream of motorcycles and pedestrians. For people living outside of the city limits, it can take up to an hour just to get to the interstate exit, which is typically 10-minute drive. Sturgis has approximately 6,700 residents, but during the Rally the population explodes and nearly doubles that of the entire state! So how does one credit union cope with the unusual atmosphere, stress, and extra demands of being a financial institution in the heart of a biker event?
Northern Hills FCU adjusts its schedule at the Sturgis office to better accommodate their members and staff by opening the drive-thru at 7:30 AM and the lobby at 8:00 AM and closing both early at 3:00 PM (normal hours are 8:00 AM to 5:00 PM). The members appreciate the earlier hours so they can take care of their business before the crowds return.
“Our drive-thru has seen the most business from members this week, with foot traffic in the lobby consisting mostly of nonmembers conducting shared branching transactions,” stated Willms. “Needless to say we see a ‘colorful’ cast of characters both inside our lobby and outside our front doors.”
With the streets surrounding the credit union reserved for “motorcycle parking only” during the Rally, it is not easy for credit union members to visit the branch. Parking is very limited and comes at a premium price. The credit union does provide a secured, corralled area in the employee parking lot for staff to park their vehicles (see photo, right).
The ATM at Northern Hills FCU also sees a large amount of traffic during Rally Week. Staff re-loads the machine every other day instead of the typical twice-weekly refilling. Cash loads are also increased to more than three times the normal load to accommodate the increased cash withdrawal volume. In addition, the credit union places a temporary ATM in its Main Street vestibule, which sees a good amount of traffic as well, even with the increased fee of $6 per transaction to cover the credit union’s expenses.
On a fun note, the staff dresses in Rally attire throughout the week to better “blend in with the crowd.” They are also encouraged to travel in pairs or groups when navigating through Main Street. To promote the spirit of the Rally, the credit union provides lunch for the Sturgis staff on several occasions and also allows staff to take short breaks in order to watch certain events near the credit union. For example, the staff enjoyed watching the B-1 Bombers as they flew directly over the credit union on Tuesday.
Rally officials said that all city departments, including Police, Fire, Water, Streets, Parks and Finance play a role in making certain the event is managed professionally and competently. But the heart and soul of the Sturgis Motorcycle Rally are the citizens of Sturgis who open their arms, businesses and homes each August and understand the importance of hospitality and friendship. Northern Hills Federal Credit Union has survived the Rally for many years, and will continue to do so. But, they will breathe a little sigh of relief when things return to normal next week.
“On Monday, August 10th, we can say that we survived the 75th Rally and return to business as usual at Northern Hills FCU and the quiet little town of Sturgis,” said Willms.