Bold, beautiful, kind, funny and full of fire–Denaye Austad caught the judges’ attention during the preliminaries of the 2025 Sturgis Buffalo Chip Poster Model Search. And her charisma, confidence and charm helped her take the top spot amongst a record number of highly qualified finalists.
Thanks to presenting sponsors Twisted Tea, Bella Tan, Cassio’s Tattoo Gallery, Deadwood Tobacco Company, Lloyd’z Garage, Pepsi, Silverado Franklin, Sturgis Harley-Davidson and XROCK, Denaye walked away from the search with over $19,000 in cash and prizes and is now the fresh new face you’ll be see on the official poster bearing the 2025 Buffalo Chip band and entertainment lineup.
You’ll have plenty of chances to meet Denaye and grab a signed poster at the Chip during the 2025 rally. But no need to wait—scroll down for an exclusive look at her shoot with photographer Aaron Packard and hear more from Denaye in her own words.
Denaye’s introduction to the biker community came through working as a bartender in the Black Hills.
“The motorcycle community is fairly new to me, but when I was introduced last summer while I was bartending, I was really surprised at how kind everyone was. In my experience, when people come out for the rally, they’re looking to make friends, treat the wait-staff well, and have a good time. Every interaction I have with this community has left me impressed, and I’m happy to dive further in this summer!”
The decision to compete in the Poster Model Search was her first step in becoming more involved in the community.
“I wanted to be the 2025 Buffalo Chip Poster Model because I really value new experiences and getting out of my comfort zone. I love public speaking and meeting people, and the opportunity to represent such an iconic music experience and become a more integral part of the motorcycle community is very exciting for me.”
Next, she intends to take the MSF course and get her motorcycle endorsement this summer.
“I love that the motorcycle community is always open to helping newbies get started! Everyone I’ve ever asked for advice or tips is incredibly kind and offers help without thinking anything of it.”
Denaye’s got a trick up her sleeve that allow her to strike up a conversation with just about anybody.
“I love giving out compliments. If I’ve had a Twisted Tea and you’re within ten feet of me, then I’m gonna give you a genuine compliment about something I really like about you. Could be something like your hair or outfit, or something physical like a laugh or smile. Either way, I could find something positive to say about pretty much anyone, and I love talking to strangers so it’s an easy way to break the ice.”
When she isn’t bartending, lifting weights or learning to ride, she likes to spend time in the kitchen.
Her favorite hobby is baking and cooking dinners for her friends.
The Poster Model Search helped Denaye meet a ton of people in the area riding community and make a lot of new friends.
Sara Biro (right) and Dawn Holman (left) are two women Denaye met through the search. As 2nd and 3rd place winners in the competition, they had the opportunity to join in on the fun with Denaye on photo shoot day.
She says doing new things and going outside of her comfort zone has made her much more confident.
Her favorite quote: “Taking on a challenge is a lot like riding a horse, isn’t it? If you’re comfortable while you’re doing it, you’re probably doing it wrong.” – Ted Lasso
Denaye embodies the Buffalo Chip motto:
Ride Free, Take Risks™
Every risk I’ve taken has paid off in some way. When I moved to South Dakota from Denver, I left all my friends and my community behind, but I’ve been so welcomed here in Custer and Rapid City that I’m constantly grateful for the friends that I’ve made here. I’m actually the happiest I think I’ve ever been right now.
She credits her mother with shaping her into the person she is today.
“My mom homeschooled me and all four of my siblings, and I see all of her positive influence in my personality and my values to this day. Her kindness, her humor, and her resourcefulness are traits that I hope are reflected in myself.”
Denaye can’t wait to rock out with all her new Buffalo Chip friends this August.
”I haven’t attended a concert at the Buffalo Chip yet, and I can’t wait to attend this year!”
Want to experience the party and catch all the shows with Denaye?
Reserve your passes now so you can meet Denaye and have her sign your poster while you experience nine days of motorcycles, music, freedom and friendship at the number one Sturgis Rally destination!
With her free pass to the party in hand, you can count on seeing her at tons of events throughout the Black Hills this summer, including the Largest Music Festival in Motorcycling®!
Denaye’s Appearance Schedule:
(More dates coming soon!)
- Sturgis Battle of the Bands
Saturday, June 7, 2025
Harley-Davidson Rally Point
Sturgis, SD - The Black Hills Roundup Parade
Friday, July 4, 2025
Belle Fourche, SD - Danny’s Jam
July 19
Recreational Springs
Lead, SD - Buffalo Chip Flag Raising Party
Saturday, July 26, 2025
Big Engine Bar
Sturgis Buffalo Chip - Bikini Beach Pre-Party
Monday, July 28 – Thursday, July 31, 2025
Bikini Beach Stage
Sturgis Buffalo Chip - 18th Annual Buffalo Chip Legends Ride®
Monday, Aug. 4, 2025
Deadwood to Sturgis Buffalo Chip - 17th Annual Biker Belles® Celebration
Tuesday, Aug. 5, 2025
Deadwood to Sturgis Buffalo Chip - Buffalo Chip Fan Fest
Thursday, August 7, 2025
Big Engine Bar
Sturgis Buffalo Chip - 7th Annual Rusty Wallace Ride
Friday, Aug. 8, 2025
Rocksino by Hard Rock Deadwood
Deadwood, SD
Want Denaye to make an appearance for you this summer? Drop the Chip a line and tell them more about your event!
Get to know previous Poster Model Search winners!
Special thanks to all the sponsors, staff, creatives, contestants and bars that helped make this year’s Poster Model Search such a success!
Presented by the Sturgis Buffalo Chip
Known as The Best Party Anywhere®, the Legendary Buffalo Chip believes festivals should be fun like a high five, re-energize you like a broken rule, and romance you like someone you just met and want to kiss.
This nine-day festival of concerts and motorcycle events promises to bring you exciting live performances from artists like Aerosmith, Willie Nelson, Five Finger Death Punch, Kid Rock, Rob Zombie, “Weird Al” Yankovic, Toby Keith, Lynyrd Skynyrd, Mötley Crüe, Miranda Lambert, Snoop Dogg, ZZ Top and many more.
The Best Party Anywhere remains one of the most televised festivals in the world and has been featured on the Travel Channel, the Discovery Channel, CMT Bike Week, HISTORY, TLC, National Geographic and more.
Learn more at www.BuffaloChip.com.
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