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"I've either gotta come as a tourist every year or I've gotta come as a business, because you just can't miss it," Nicklus said. "That's the bottom line."
Upon writing the article "Sturgis for Dummies," in which he blasted the city of Sturgis Rally department and many residents in Sturgis for their treatment of biker vendors during the Rally, Nicklus vowed he would never return to Sturgis to set up his displays. Afterward, Nicklus said he received many phone calls from surrounding communities inviting him to set up shop in their town. But it was one phone call that caught his attention, from a small town just a short, beautiful ride away from the heart of the action in Sturgis.
"Melissa Johnson, with the Lead Chamber of Commerce called me and said, 'we think you've been heaven sent to us,'" Nicklus said of her comments. "She said, 'we read your article - you're perfect for us. I thought it was a great idea.' Melissa and I just clicked on the telephone. I never met the girl but I feel like I know her. She seems like a real sweetheart."
Operating on a suggestion last year from Chamber board member Dru Thomas, Johnson said Lead officials are thrilled Nicklus decided to set up shop in Lead. He will fit in perfectly with other activities the town is hosting in an effort to draw bikers into the old mining town, and keep them in town for a long period of time.
"We're really excited," Johnson said. "It's something new for us. He's got a couple of other vendors that are coming with him. We need to do something to make the bikers stop. For the last couple of years we have watched them drive by."
Desperado Motorcycles, along with about 87 other vendors, will set up shop in Manuel Brothers Park during the Rally this year. Additionally, Johnson said Lead will host a "Leather and Lace" Motorcycle Show and Shine for women riders only and a lingerie auction to raise money for the Historic Lead Opera House. Both of these events will be held Tuesday, Aug. 8. The show and shine will be held on Main Street in Lead, and the auction will be held inside the opera house.
But it's the appearance of the famous motorcycle builder that has many people in Lead looking forward to this year's Rally. Since its inception in 1995 Desperado Motorcycles has been in high demand creating a limited number of custom creations each year and custom manufacturing 85 percent of all the parts used on those bikes. Some of Desperado's most famous bikes have included the "Bush bike," which was created for the Republican party and is signed by President Bush and the first lady, the Assassin II, the Posse II, and the Tripod Trike.
"I think we're pretty much cutting edge," Nicklus said of his operation. "We don't build a motorcycle until it is sold. Whereas Big Dog and Iron Horse and those guys are mass producers. They're a production line motorcycle and they are limited to what they can do. We're not limited to what we can do. We can do pretty much anything. We can airbrush your dog on the side of your motorcycle if that's what you want."
While they are in Lead Aug. 4-13, Nicklus said he will set up one of his trailers at the intersection of Hwy. 385 and Hwy. 44. That trailer will be directing bikers to ride further into Lead, where they will find the full Desperado setup.
Nicklus, who signed a five-year contract with the city of Lead for subsequent Rallies said while the deal was somewhat of a leap of faith in the city, he feels confident that it will be a good arrangement for everyone involved.
"I have never had a problem with anybody outside of the city of Sturgis," he said. "Everybody has been great, all the time. I have met a lot of great people in Deadwood and Lead. Maybe I did put some faith in that but I think the faith was based on some fact too."
In addition to having support from Lead officials, Sturgis Rally director Lisa Weyer also threw her blessing on the Desman's appearance in the Northern Hills as well. "I mentioned Lisa Weyer in my article (Sturgis for Dummies) and she and I have gotten to be friends over the last few years," Nicklus said. "She thought it was a good idea. I've got all these women telling me this is a great deal, how do I go against that?"
Overall, Nicklus said he is very excited to be returning to the Sturgis Motorcycle Rally, and setting up in a different venue than Sturgis. And with a following that includes thousands of other bike builders and custom riders, the Desman said he anticipates the move to be very good for the city of Lead, especially since he plans to write another article about his experiences in the small town this year.
