(Sturgis, SD — July 29, 2010) - The Broken Spoke Saloon today announced that the Michael Lichter and Sugar Bear Ride’ 2010 will take place on Sunday, August 8 at 11:00 a.m. The Broken Spoke Campground is located on Highway 79 North, just past Bear Butte State Park in Sturgis, South Dakota.

The Broken Spoke Saloon is bringing back the Michael Lichter and Sugar Bear Ride after a very successful 2009 event. The Sunday, August 8 event will be a fantastic day of activities that celebrate motorcycles and two innovators who have made such a lasting impact.

The event will begin at the Broken Spoke Campground with a Kick-off Pool Party featuring Jay Allen’s outrageous contests. The bikes will depart and head to the majestic route 212. All along the way, Michael will be shooting for an upcoming feature with Easyriders Magazine. The ride will proceed to a special location found by Jay, treating you to a cool beverage. Then, you head over to the Sturgis Raceway, where you will be able to go one on one with some of the top motorcycle builders. Do you have the need for speed? Do you think you have the fastest ride out there? Then you need to take part in this ride! The day will conclude back at the Broken Spoke Campground for you to be able to partake in the IMBBA Bike Show.

The Broken Spoke Campground is wall-to-wall entertainment for the entire 70th Annual Sturgis Motorcycle Rally. The 2010 festivities include national concerts (.38 Special, Eddie Money, Warrant, Great White, Dokken, Gallagher, Blackstone Cherry, Kentucky HeadHunters and more), multiple camping options (tents, RV’s and cabins), the IMBBA Bike Show and Hall of Fame Awards, Easyriders Rodeo, the Michael Lichter & Sugar Bear Ride, the Cycle Source Ride and Chopper Show, the Vietnam Veterans Wall, the Baker Drivetrain Smoke-Down Showdown, the S&S; Smokeout, the World’s Biggest Biker Pool with Hot Tubs & Tiki Bar, Legends Art Gallery, Good ‘ol Days Raceway, Hill Climb, America’s Original Extreme Motorcycle Thrill Shows, the Limpnickie Lot – where attendees can interact with the next generation of bike builders, the Lucky Daredevil Thrillshow, Hot Contests with Cash Prizes, Free Spoke to Spoke Shuttle, Live Music Day and Night, and an on-site General Store including all the items campers need!

About Michael Lichter - Photographer Michael Lichter has traveled all over the world, capturing the spirit of motorcycles, and the people who ride them, in every photograph he takes. The ten “coffee-table” books with his name on the cover include two on Sturgis, large format books on choppers, and individual books on builders Arlen Ness, Billy Lane and Indian Larry. His photographs can be viewed and purchased at: www.lichterphoto.com

About Sugar Bear - Bike builder ‘Sugar Bear’ founded Sugar Bear Choppers in 1971 with the intent of producing street ride able choppers and products, not show creations. Sugar Bear’s belief is that all bikes were meant to have scrapes, chips, burnt pipes, dents, style, and smiles-per-miles. Sugar Bear’s diligent research, and development, and lifelong commitment to quality enabled him to create his signature Springer with long forks, zero flop, smooth ride (no pogo), and handling thought only to be available for much shorter forks – just ask a rider who has one! His work can be found at: www.sugarbearchoppers.com.

About the Broken Spoke Saloon: The Broken Spoke Saloon is the world’s biggest biker bar, with locations across the country. There are two Broken Spoke Saloon locations in Sturgis, SD plus one in Daytona, FL; Myrtle Beach, SC and Laconia, NH (now open year-round). You’re bound to be close to one of them, so stop by during the next rally! The Broken Spoke Saloon in downtown Sturgis, SD is located at 905 Lazelle Street.
Visit: www.brokenspoke.com