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New Sturgis Rally Director Is Event Planning Veteran

Photo by Deb Holland, Meade County Times-Tribune

Jerry Cole hopes all that criss-crossing the country will serve him well in his new position.

Cole’s career path has been recreation and parks, but an integral part of recreation and parks is staging events.

“In the events field, who wouldn’t want to be in charge of the largest motorcycle event in the world,” he said. “It’s an opportunity to take something that has been ongoing for 75 years and try to make it better than it has been with the changing world conditions and demographics.”

Cole understands that what his department does will affect the rally for the next 10, 20, 30 or more years.  “To me, being a part of that is what I have done all my life and what I love to do,” he said.

 read more at Rapid City Journal


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