Motorcycles as Art™ Exhibit Changes Direction

Sturgis Buffalo Chip to Remodel Event Center Gallery and Enhance Reach

Sturgis, S.D. (January 3, 2023): The Sturgis Buffalo Chip Motorcycles As Art Exhibition is changing format for its upcoming 15th anniversary as the exhibition’s curator, photographer Michael Lichter, moves into an advisory role. Following an incredible run of 14 themed exhibitions at the Sturgis Buffalo Chip, Lichter will showcase his own work at the 2023 Motorcycles As Art exhibition, leading a group of known and emerging artists and builders. Of course, Michael will be seen all around the Black Hills as he continues to document the rally, as he has done for over 40 years.

Shifting from the themed exhibitions of past years, the platform will expand to become more open and accessible to a wider group of artists and custom builders. The exhibit will continue to highlight custom motorcycles, and there will be an expansion in the display and sales of motorcycle-themed artwork. Motorcycles As Art will continue in the Buffalo Chip’s Event Center, which will undergo a newly conceived remodel to include an adjoining building and gardens for 2023.

Many know Michael Lichter as a world-renowned photographer who has documented the rise in popularity of custom motorcycles and the culture that developed around them for over forty years. As an exhibition curator, he has produced a total of 22 motorcycle-themed exhibitions. Of the eight that preceded the Motorcycles As Art exhibitions at the Buffalo Chip, five were staged at the Journey Museum in Rapid City.

“Michael continues to be an important part of the Buffalo Chip family,” says Chip President Rod “Woody” Woodruff. “An unbelievable amount of work goes into the Motorcycles as Art production, and Michael deserves accolades for his past work, as well as a chance to sit back and enjoy the exhibition. It’s going to be a great year to appreciate the artistry of motorcycling at the Chip.”

The enhanced version of Motorcycles As Art will look deeper into the culture, presenting opportunities for a wider array of builders and artists to unveil and display their work in the updated facility. Lichter will work closely with a dedicated team at the Buffalo Chip as curatorial adviser and his archival photography will be part of the new format. An announcement with specific criteria for artists and builders will be forthcoming.

“Our world is changing quickly, and motorcycling is changing with it,” says Lichter. “The openness of the younger generations concerning life, and more specifically motorcycles, is refreshing and impactful. Let’s keep doing our best to be ahead of the curve, accepting, and moving forward. And so, a song keeps playing in my head, ‘the times they are a-changin’ (Bob Dylan, 1964).”

All attendees at the Buffalo Chip are invited to explore this eclectic collection of custom motorcycles and motorcycle art, both on display and for sale, in the Motorcycles As Art Gallery, open for 9 days only during the Sturgis Motorcycle Rally. Motorcycles As Art will continue to be the home of the Buffalo Chip’s Industry Party, slated for Saturday, August 5th, 2023.

Past and prospective artists, builders and sponsors will be contacted by Buffalo Chip representatives. Inquiries may be made directly to [email protected]


About Motorcycles as Art
Every year, the indoor Motorcycles as Art exhibit at the Buffalo Chip Event Center brings together the most innovative collection of groundbreaking custom bikes from today’s premier builders. The Sturgis Buffalo Chip and advisor, famed photographer Michael Lichter, present an environment that must be seen to appreciate. The Buffalo Chip Motorcycles as Art exhibition has been featured internationally in television, videos, magazines, and books, and is known for looking for the most relevant undercurrents in the world of custom motorcycles. Open for 9 days, guests are free to walk among the history in the making that is Motorcycles as Art exhibit. For more information, visit

About the Sturgis Buffalo Chip
The Sturgis Buffalo Chip® is the award-winning leader in music and motorcycle lifestyle experiences. Hailed as The Largest Music Festival in Motorcycling® and The Best Party Anywhere®, it has been the epicenter of the annual Sturgis Motorcycle Rally since its establishment in 1981. Every August, the Buffalo Chip brings together the world’s largest gathering of music and motorcycle fans, with visitors from all 50 states and over 20 countries. It remains one of the world’s most televised and longest-running independent music festivals. The Chip advances the Sturgis Rally by being home to the Sturgis Rally Information Center™ and the official sponsor of the Official Sturgis Rally Registration Program. More details are available at

Further Inquiries:
Cody Ertman
[email protected]

2024 Sturgis Buffalo Chip

Pre-Rally Party Jul. 29–Aug. 1
Concerts Aug. 2–Aug. 11

2025 Sturgis Buffalo Chip

Pre-Rally Party Jul. 28–Jul. 31
Concerts Aug. 1–Aug. 10

Contact Us

Cody Ertman
[email protected]
Office: 605-347-9000