Attendees at Sturgis Motorcycle Rally in South Dakota, one of the largest gatherings of motorcycle enthusiasts in the world, are encouraged to dress in biker gear, revealing costumes or silly attire. The event has been referred to as Halloween for adults and escapism for adult professionals and blue-collar workers.
The Sturgis Motorcycle Rally is an annual festival held in Sturgis, South Dakota, during the first week of August. The first rally was held in 1938 and the rally has grown in popularity since then, with attendance reaching a peak of 739,000 unique visitors in 2015. The Rapid City Journal, a newspaper based in South Dakota, contributed to the event's reputation by referring to the motorcycle rally as the world's biggest costume party in a 2014 article.