RICK FAIRLESS’ STROKERS STURGIS TO OPEN AT THUNDER ROAD COMPLEX FOR 2005 STURGIS BIKE WEEK
DALLAS (July 1 8 ,2005)–When Texas motorcyce Rick Fairless makes his 20th consecutive trip to the worlds largest biker rally in Sturgis next month, he’ll haul more that a trailer load of his custom machines – this year he’ll take a slice of the Lone Star State to the Black Hills of South Dakota when he teams with SBW Productions to launch Strokers Strugis during the internationally renowned gathering of the motorcycle tribes.

The franchise opening follows hot on the heels of the June Debut of Fairless’s SPEED Channel “mostly true” unscripted and unique television series, Texas Hardtails, and it establishes the veteran custom-bike builder as a leading mover-and-shaker in the hard-riding, hard-partying world of bikers, riders, hangers-on, and wannabes.

An Invitation-only VIP/press party held at Strokers Sturgis on Thursday, Aug. 11th from 7-10pm, with drinks, live music, and a special airing of Texas Hardtails.

“This is as cool as it gets, and it all started with motorcycles. I was building customs way back before everybody and his brother was riding them, and I never could have imagined all this is a million years. And when I opened Strokers in 1996, I never thought it would lead to a cable TV show and a saloon in Sturgis,” Fairless said.

Fairless, who favors tie-dyed shirts over the standard black biker-t, brings a flower-power element to a heavy-metal world. The attitude that rules at Strokers Dallas is bikes, beers, and babes – and Fairless is looking forward to taking that party to South Dakota.

Strokers Sturgis will be the Bad Lands version of Rick Fairless’ Strokers Dallas, a multi-million dollar compound that includes his fabrication shop, parts and apparel shopping, Strokers’ Ice House, – a.ka. Rick’s Beer Joint – and a weekly blow-out the owner throws for all his biker pals. In 2004, the Dallas landmark ws voted the best all-around motorcycle hang-out in Texas by the readers of RIDE TexasMagazine, and Fairless has designed the Dakota version to contend for a similar reputation.

American IronHorse Motorcycle Co. also plans to hold a VIP party at Strokers Sturgis on Wednesday, Aug. 10th.

Located at Thunder Road, a state-of-the-art converted 40,000 square-foot indoor facility three miles east of Sturgis on Highway 34, Strokers Sturgis will rock among Bike Weeks’s most popular destinations, such as Glencoe Camp Resort, The Full Throttle Saloon, Buffalo Chip, and the Sturgis Dragway. SBW Productions owns and manages Thunder Road and will hold the Strokers Sturgis franchise.

The Texas-inspired biker decor showcase Fairless’ rolling masterpieces, including the famous Coors bike, along with customs from the nation’s top builders such as Kim Suter and Matt Hotch. Food will consist of the stick-to-your-ribs variety, and the chilling suds will be served by hot beer babes. It all adds up to the hippest biker experience outside of Dallas.

In addition to Strokers Sturgis, Thunder Road will host the Arlen Ness Museum displaying of Arlen’s world famous customs. In conjunction with the exhibit, Michael Lichter will have more the 40 limited edition prints on display and a custom bike show sponsored by the leading motorcycle publication American Iron Magazine.

About Thunder Road

Owned and managed by SBW Productions, Thunder Road is the custom capital of Sturgis featuring all the best bike builders, vendors and motorcycles during the Sturgis Bike Week. From the production bikes, to one-ff builds, to apparel and accessories, Thunder Road has something for everyone. Located three miles east of Sturgis on Highway 34, this destination offers many biker events, themed-promotions, cusotm bike shows, photo and exhibits, as well as festivals, all in a relaxed, biker-friendly atmosphere. Thunder Road was launched in 2003. For more information on Thunder Road, tap http://www.thunderroaddsturgis.com.

About Rick Fairless’ Strokers Dallas

Rick Fairless is one of the motorcycle industry’s longtime custom bike builders whose custom rides have won major industry awards and have been featured in popular consumer magazines. He started Rick Fairless’ Strokers Dallas (formerly Easyriders of Dallas) in 1996 as one of the first custom bike dealerships to land in the ‘Big D.’ The dealership, which is joined by a fabrication shop on-site along with a bar/restaurant called Strokers Ice House, has become the area’s largest destination for custom bikes and a quintessential biker haven. In 2004, Strokers was voted the best all-around motorcycle hang-out in Texas by readers of Ride Texas Magazine. Visit Rick Fairless’ Strokers online at www.strokersdallas.com.

For more information, contact meghan@strokersdallas.com.