For the last 20 years, the Four Corners has hosted a Labor Day weekend motorcycle rally of some configuration. I describe it this way because it has gone through more makeovers than Madonna.
The event started simply as a friends’ gathering in Ignacio, and soon became a regional draw for other motorcyclists and riding clubs. As numbers grew, the event generated money, and money makes people do strange things.
The rally nonetheless has survived mainly because of the quality of the riding experience offered in the Four Corners.
Riding a motorcycle along the Million Dollar Highway and around the San Juan Skyway loop is pure joy and freedom. And, of course, for atmosphere, attractions and amenities, the whole region delivers an exceptional vacation experience.
So despite years of playing organizational hot potato, we have an established annual event that brings thousands of motorcycle tourists and their economic contribution into our area.
In those 20 years, the typical rally attendee has changed as well. The demographics of the motorcycle owner have evolved as baby-boomers buy into the sport like the four guys in the movie “Wild Hogs.” And women are the fastest-growing segment of new riders. So while the sport of motorcycling has become more mainstream, much of the old image lags behind.
The sport offers this aging, upscale market a chance to express individuality and camaraderie. Combine favorable demographics, the mystique of a Harley-Davidson, and a personal bucket list and you get a lot of people ready to spend a fun weekend away … or in economic terms: wallets-on-wheels.
Downtown merchants recognize that bikers spend money, tip well and donate generously to charities, (especially to veteran’s organizations) and so have requested adding some organized events to keep bikers downtown. Rather than camp out, Durango’s rally customer opts for hotel or motel accommodations, a lively downtown ambiance and a wide selection of dining, shopping and entertainment options.
These same rally-goers staying overnight in Durango lodging properties expressed a real or perceived shortage of organized rally events and entertainment. So Friday and Saturday night events have been created, and local bars and restaurants are being asked to help improve the message that Durango does appreciate their business. As a biker myself, it’s nice to feel welcome and is much safer to park the bike around sundown and party on foot.
Though the center of the rally activity is the Sky Ute Fairgrounds and Casino in Ignacio, events will be held in many other regional towns, making rally weekend good business for all. And if coordination and cooperation among stakeholders can continue to improve, we can expect business to follow.
There will be a special rally weekend insert in The Durango Herald that covers all area activities. All events in downtown Durango are free and open to all, with the Sunday parade sure to rock the house. Put on your leathers and join the fun.
kunkelra@ci.durango.co.us. Bob Kunkel is the downtown business development manager for the city of Durango.
