The 'Motorcycles as Art' exhibition at the Sturgis Rally, curated by Michael Lichter, celebrates the passion and creativity of motorcycling through a unique display of world-class motorcycles and art. Now in its 14th year, the exhibition offers an unparalleled viewing experience with top-notch lighting and a diverse collection that changes annually. It serves as a significant platform for sponsorships and brand exposure, connecting businesses with a wide audience of motorcycle enthusiasts.

2. “When I walked through the door of the Lichter Exhibition Hall, I was transported back to that moment
in time when I first realized I had to have a motorcycle. All the reasons for my love of the sport were gathered
together in that room. It just doesn’t get much better.” — Pat Simmons, Doobie Brothers
Celebrate Motorcycles as Art
at the Sturgis Rally’s Premier Exhibition.
The Sturgis Buffalo Chip’s®
Motorcycles as Art™
exhibition is a celebration that defines the passion, creativity and spirit of motorcycling.
It is the most outstanding attraction of the annual Sturgis Rally. In its 14th year, it has become an internationally recognized exhibit. Curated by
legendary motorcycle photographer Michael Lichter, rally goers will experience a display of world-class motorcycles and art from prominent
master builders and artists. Designed to explore historical and cultural themes in motorcycling, every Motorcycles as Art exhibition is as unique
as each individual who attends. With each passing rally, Motorcycles as Art is a brand new, once-in-a-lifetime motorcycle experience that can
only be found at the Sturgis Buffalo Chip.
© 2013 Buffalo Chip Campground, LLC. 2

3. “The Chip’s collaboration with Michael Lichter allows us to bring an unrivaled motorcycle experience
to our customers. No other exhibition in the world of motorcycling can match the authenticity, creativity
and uniqueness of Motorcycles as Art.” — Rod Woodruff - President, Sturgis Buffalo Chip
© 2013 Buffalo Chip Campground, LLC. 3

4. “These yearly exhibitions are not only a labor of love, but a chance to express my creativity by examining trends and undercurrents
in the motorcycle world. It also allows me to introduce friends and colleagues to a venue and audience that have been incredibly loyal
and generous. It is my goal each year to make these exhibitions unlike any other.” — Michael Lichter - Curator, Motorcycles As Art
Motorcycles as Art Snapshot
Setting. The Motorcycles
as Art exhibition is situated at
the east gate of the Sturgis Buffalo
Chip inside the Russ Brown Event
Center. The intimate 7,000 square
foot Lichter Hall creates the ideal
setting for the exhibition which
features state-of-the-art lighting,
theme and décor for museum-
quality viewing and an
unparalleled atmosphere.
Machines. The world’s
finest vintage, classic and
customized motorcycles come
to life in the Motorcycles as Art
exhibition. Over 30 pedestals
elevate each motorcycle from the
exhibition floor, allowing guests
an up-close, 360-degree view of
creations from masters including
Arlen Ness, Jesse James, Billy
Lane and many more. Theater-
style lighting situated above each
motorcycle makes the visual
experience of the Motorcycles as
Art exhibition simply unmatched.
Creations. The Motorcycles
as Art exhibition proudly hosts some
of the world’s best photographers,
painters, and sculptors artfully
paired with two-wheeled master-
pieces. The exhibition’s walls are
adorned with masters, including
David Uhl and Jeff Decker, and
over three decades of motorcycle
and Sturgis photography from
curator Michael Lichter himself.
The motorcycles and art change
with each year’s exhibition, but the
unique, world-class atmosphere is
never compromised.
Celebration. The Sturgis
Buffalo Chip hosts an annual
industry party to kick off the
Motorcycles as Art exhibition
and the Sturgis Rally itself.
Members of the national and
international press, along with
business leaders and industry
dignitaries, enjoy food, drinks
and mingle while taking in one
amazing moto-shindig.
© 2013 Buffalo Chip Campground, LLC. 4

5. “Spectro Oils is honored to again help sponsor this event. Michael Lichter puts on an amazing
show every year, one of the best events in Sturgis!” — Rollin Karoll, Spectro Oils
Why Do Companies
Sponsor Motorcycles as Art?
Influence. As the
preeminent exhibition of the
Sturgis Rally, Motorcycles as Art
has built strong credibility among
national and international press,
decision makers and opinion
leaders. This can affect attitudes
about your brand and influence
buyer behavior in association
with the Motorcycles as Art
exhibition and industry party.
Connection. The
Motorcycles as Art exhibition
and industry party is one of the
leading platforms for displaying,
marketing and branding your
products and services. Each rally,
Motorcycles as Art connects your
brand with tens of thousands
of motorcycle enthusiasts.
Sponsored by a blue chip roster
of brands, Motorcycles as Art
is also heavily supported by
leading motorcycle industry
aftermarket manufacturers
and distributors.
Exposure. Motorcycles as
Art produces over 95 million
impressions on an annual basis.
A diverse mix of marketing and
media relations efforts make
the exhibition and industry
party a staple for national and
international press coverage
as well as high profile media
placements. Motorcycles as Art
is an all-encompassing business
opportunity that aligns your
brand with millions of audience
impressions across all marketing
and media channels.
Content. 9 out of 10
marketing professionals use
some form of content marketing.
Rich and engaging video and
photo content from Motorcycles
as Art can help your company
tell a story about your brand that
will break through the clutter
and engage with consumers
on a more meaningful level.
© 2013 Buffalo Chip Campground, LLC. 5

6. Sponsor Recognition & Benefits
Join in sponsoring the iconic Motorcycles as Art exhibition curated by Michael Lichter at the Sturgis Buffalo Chip. Highlighting a new theme every
August, the exhibition provides the ideal platform for exposure, recognition benefits and/or access, all customizable from this base program.
Join the Family of Premium Brand Sponsors of the Buffalo Chip’s
Motorcycles as Art Exhibition & Industry Party.
Recognition and Benefits:
Advertiser logo and/or mention included on all marketing,
advertising and press outreach for the exhibition.
Advertiser logo included on home page of exhibition website.
Advertiser profile and direct link on “Advertisers” page
of exhibition website.
Advertiser banners placed at Lichter Exhibition Hall
at the Legendary Buffalo Chip.
Corporate recognition at reception via emcee announcements.
Eight (8) tickets to Motorcycle Industry Reception
on Sunday, August 4, 2013.
Opportunity to provide company collateral and-or brochure
for distribution at exhibition.
© 2013 Buffalo Chip Campground, LLC. 6

7. For event information and sponsorship inquiries,
contact Lon Nordbye, Director of Corporate Partnerships
at 605.347.9000 or by email at lon@buffalochip.com
Proud sponsors of the 2012 Motorcycles as Art exhibition, Come Together - The Spirit of Born Free:
2009 2010 2011 2012 2013
Join us as we prepare
for next year’s Motorcycles As Art exhibition,
a one-of-a-kind collection of motorcycles,
memorabilia, and masterpieces!
© 2013 Buffalo Chip Campground, LLC. 7