I found this article:
the-truth-about-the-sturgis-motorcycle-rally
"In short, Sturgis has become nothing more than the state fair. Fat, conventional, cliche, and common. You just need a bike and you’re there.
However, this does not mean the town of Sturgis and the Black Hills area itself isn’t worth it.
To this day I am shocked and surprised how few people know about the Black Hills, Badlands National Park, and Deadwood. But while most people write off South Dakota as another white bred, boring, hicksville state, the far west side of the state is by far the most beautiful country in the country. The peaks are not too tall that you have to worry about snow in July. The Badlands are one of the genuinely unique national parks that everybody must visit. The landscape is dotted with abandoned mining towns with a bar that nobody will ever find you at. And if you have any inkling of patriotism and love for the US, I don’t know how you can leave this planet without visiting Mount Rushmore. But the key to avail yourself of this mandatory country is, above all else, to AVOID THE STURGIS RALLY.
The sad truth is that the Sturgis rally, which made the Black Hills what it is, denies it its best features. You don’t want to go to Sturgis for the rally, you want to go there for the wide open west. You don’t want to go there to be part of the crowd, you want to go there to be alone with your thoughts at some no name bar. You want to pilot your bike through the Spearfish Canyon and the Needles Highway unencumbered. You want to ride peacefully through the Badlands. And you can’t do that when 750,000 motorcyclists are occupying a highway system that is normally designed to support a population of only 100,000.
So my advice to you, motorcycle enthusiast or not, is to visit Sturgis, but a solid two weeks before or after the rally. You really aren’t missing anything, unless you have a serious hankering for flabby, wrinkly, baby boomer ass."