Chamber director reflects on ‘Sturgis Fest’ Storm aftermath forces late revisions, but Hatt is happy with the festival

“Sturgis Fest” 2026 concluded June 27. 
Kari Hatt, executive director at Sturgis Area Chamber of Commerce, reflected on this year’s festival. 
It was Hatt’s fourth year involved in Sturgis Fest as Chamber director. She said 2026 was the “toughest” so far, but also one of the most rewarding.
“We faced more challenges this year than any of the years past because of the June 11 storm. I was very thankful that nothing had to be canceled.”
She realizes many community members were disappointed that the car cruise-in was moved away from U.S. 12, where it traditionally is held. But the options were to hold it at the GT Independence lot or accept cancellation of the attraction. 
“We did not have enough time to petition MDOT to close the road earlier in the day to have it start earlier before the parade,” Hatt said. “I absolutely did not want to cancel it, so I adapted as best I could and we still had almost 100 cars attend, so not too shabby.”
Hatt said presenting Sturgis Fest involves so much work, including from those behind the scenes. 
Hatt estimates she typically works about 200 hours across the two-week lead-up and the week of the festival.
“This year it was probably closer to 240, because of the changes that had to be made after many things were already completed and ready to go.”
Lead-up revisions included a few sleepless nights, Hatt said. 
“Several meetings with public safety and the city were involved in that process as well. I am thankful that they were willing to work with me and compromise so nothing had to be canceled.”
Hatt said she is proud of the hard work by staff and volunteers. 
“Everyone adapted quickly,” she said. 
Hatt said there’s a sense of relief now that the festival is over, “but that is not to imply that I don’t love it.”  
“When we roll down the road for the parade and get to see everyone smiling and laughing and coming together as a community, it is all worth it,” she added.
Planning doesn’t stop, though, and organizers look forward to 2027.
 “We are already talking about next year and the things we want to either add or adapt (or make it more efficient),” Hatt said.
She believes the theme may be close to finalizing. 
“We will confirm that in the next couple of weeks,” she said.