STURGIS, S.D. — Sturgis Mayor Rod Bradley and Harley-Davidson are putting a special focus on military members, veterans and first responders Tuesday as the 86th Sturgis Motorcycle Rally continues to draw riders from around the world.

Bradley said this year’s Rally has been going well, with crowds filling Sturgis and months of preparation paying off. “A lot of people in town having a good time,” Bradley said, adding that after a successful opening ceremony, “everybody’s on a roll from there.” Harley-Davidson Event Manager Jenna Smith said the company has been busy throughout the Black Hills, offering motorcycle displays, demo rides and opportunities for riders to connect with company representatives. “It’s just been an unbelievable rally so far,” Smith said. “It’s been a joy since day one.”

Tuesday’s Military and First Responders Day at Harley-Davidson Rally Point included a free breakfast from 9 a.m. to noon for active-duty military members, veterans and first responders. Harley-Davidson also offered participants a challenge coin and free T-shirt as part of the celebration. Smith said the company partnered with Sturgis to expand the recognition this year and “really honor the heroes that deserve some celebration.”

Activities were scheduled throughout the day at Rally Point, while Harley-Davidson’s main display at the Sturgis Community Center on Lazelle Street continues through Saturday. Smith said Harley-Davidson also has demos in Deadwood, Hill City and at Black Hills Harley-Davidson, giving visitors several opportunities to ride motorcycles and meet representatives from the company.

One of this year’s special Rally guests is Grand Marshal Tim Duffy, a retired New York City firefighter known for riding his Harley-Davidson to the World Trade Center on Sept. 11, 2001. Bradley said meeting Duffy has been one of the highlights of this year’s Rally, saying, “He’s just having a blast here and taking it all in.” Duffy was off duty when the attacks occurred and rode his motorcycle toward Ground Zero as abandoned vehicles and debris made access difficult. An image of Duffy riding his Harley-Davidson that day became widely recognized.

Smith said Duffy was working on his motorcycle when the attacks occurred and quickly put it back together before riding across the Brooklyn Bridge and making his way through debris to reach the scene. “He was one of the first people on scene,” Smith said. Duffy is also scheduled to be inducted into the Sturgis Motorcycle Museum Hall of Fame Wednesday morning.

Another tradition returned early Tuesday morning when Rosenbauer, the official fire truck of the Sturgis Motorcycle Rally, raised a large American flag over Rally Point. Bradley said former Sturgis Mayor Kevin Forrester implemented the tradition last year and it has quickly become a popular sight downtown. “People really like that, seeing that,” Bradley said.

The Rally also continues to showcase the longstanding relationship between Sturgis and Harley-Davidson. Bradley pointed to the company’s role in helping construct Harley-Davidson Rally Point in 2015, an area that has since become a central gathering place for community activities. “The partnership or the relationship we’ve had with Harley forever, specifically since 2015 when they helped us construct Rally Point, which has become the town center, has just been phenomenal,” Bradley said.

Smith said Harley-Davidson tries to bring something new to the Rally each year, with this year’s military and first responder celebration becoming a major part of that effort. She said the Rally provides the company with an opportunity to connect with its riders while also giving something back, adding, “It’s a way to honor our riders and a way to give back.” Bradley also reflected on this year’s Mayor’s Ride, which traveled through Vanocker Canyon, Lead, Cheyenne Crossing and Spearfish Canyon. His 84-year-old mother rode with him, and Bradley said she had “the time of her life.”

The Mayor’s Ride also included a couple from Australia who flew to South Dakota, rented a Harley-Davidson and fulfilled a longtime goal of participating in the ride. “It had been on their bucket list for years, and this is the year they’re checking it off their bucket list,” Bradley said. The group also stopped at the Open Cut in Lead before continuing through the Black Hills, an area Bradley said can compete with scenery anywhere in the world. “We’ll put the beauty of the Black Hills up against anywhere,” Bradley said, describing the route as a chance for visitors to experience what makes riding in western South Dakota special.

Smith, who travels to motorcycle rallies across the country as part of her work with Harley-Davidson, agreed that Sturgis stands apart because of the riding opportunities surrounding the city. She said Sturgis is “probably our number one” rally because of the quality of riding in the Black Hills, adding, “Not only do we celebrate riding, we ride.”

Smith said Harley-Davidson also enjoys seeing the motorcycles riders bring to Sturgis, particularly bikes that owners have spent years customizing and making their own. While the company uses the Rally to showcase new models, colors and technology, she said seeing riders arrive on motorcycles that are uniquely theirs remains an important part of the experience.

For Bradley and Smith, the combination of motorcycles, visitors and the Black Hills remains at the heart of the Sturgis Motorcycle Rally, while Tuesday’s expanded recognition of military members, veterans and first responders provided an opportunity to honor those who serve.