Myrtle Beach Bike Rallies: Why 3 Annual Events Draw Thousands

The Impact of Motorcycle Rallies on Myrtle Beach

Every year, three times a year, restaurant owners in the Myrtle Beach area put up signs that say "Bikers welcome," set aside parking spots for motorcycles, and get excited when they see a group of two-wheeled vehicles parked outside. These events are not just about the bikes—they’re about the people who ride them and the economic boost they bring to the region.

The Myrtle Beach area is known for hosting three major motorcycle rallies: the 10-day Myrtle Beach Spring Bike Rally in May, the four-day Atlantic Beach Bike Fest over Memorial Day weekend, and the 10-day Myrtle Beach Fall Bike Rally in late September and early October. The 2025 Fall Rally is scheduled to run from September 26 through October 5.

While these rallies don’t bring in sales comparable to the peak summer season, many businesses still see a noticeable increase in revenue during these months, helping keep the area relevant throughout the year.

Business Owners See a Boost

Maribeth Lamuraglia, the general manager at Dagwood's Deli, shared her perspective on the impact of the fall rally. She noted that the end of September and beginning of October is typically a slow time for business, with few other events drawing visitors to the area. However, during the rally, she sees a significant increase in sales at both locations.

According to Lee “Spider” Webb, chairperson of the Myrtle Beach Bike Rally Promotions Group, the spring rally attracts around 400,000 to 500,000 people, while the fall rally brings in 100,000 to 200,000 attendees. The Atlantic Beach Bike Fest, also known as Black Bike Week, draws about 300,000 people annually. This influx of visitors creates demand for lodging, dining, and shopping.

Lodging and Restaurant Impact

Lodging data from the Myrtle Beach Area Chamber of Commerce shows that occupancy rates during the spring rallies range from 57.9% to 66% between 2022 and 2025. While this is lower than mid-July’s rates, which ranged from 73% to 83%, it’s still higher than the fall rally, where occupancy was around 55%.

These numbers reflect the overall hotel and vacation rental occupancy in the area but don’t specifically highlight the impact of the rallies. However, local businesses have reported increased activity during these times.

Vendors participating in the rallies also contribute significantly to the local economy. In Horry County, a vendor permit can cost up to $1,000, generating substantial revenue for the county and state. Campgrounds and condos are particularly popular among bikers, who often stop at nearby stores like Walmart or Publix to stock up on snacks and meals.

Broader Economic Effects

Businesses beyond hospitality also feel the effects of the rallies. Banks, repair shops, grocery stores, and healthcare providers support the hospitality industry and its employees, according to Marlane White, communications director at the Myrtle Beach Area Chamber of Commerce.

Restaurants and bars also experience a surge in business during the off-season. Al Hitchcock, owner of Drunken Jack's Restaurant and Lounge, noted that while the sales aren’t as high as during the summer, the presence of bikers makes a noticeable difference. He said that during the spring and fall rallies, the town is taken over by groups of riders.

Dagwood's Deli has adapted to the preferences of biker customers, selling more jumbo sandwiches during the rallies. Lamuraglia explained that the timing of visits is different—bikers tend to come for late lunches and later dinners, and groups of 20 or more are common.

Challenges and Tensions

Not all businesses benefit equally. Justin “Buz” Plyler, owner of Gay Dolphin Gift Cove, noted that his shop sees a slight drop in sales during the rallies. He explained that bikers are less likely to buy souvenirs, as it’s difficult to carry items back on their motorcycles.

The motorcycle rallies also have a complex history with the city of Myrtle Beach. In the past, the city implemented laws that pushed bikers out of the area. For example, a helmet law passed in 2008 was later overturned by the South Carolina Supreme Court. Other changes led to tensions, prompting some riders to move their activities to areas like Murrells Inlet and North Myrtle Beach.

In 2018, the NAACP filed a lawsuit against Myrtle Beach for racial discrimination, leading to a $50,000 settlement in 2021. The organization claimed that traffic patterns during certain events disproportionately affected Black visitors.

Despite these challenges, the rallies remain an important part of keeping Myrtle Beach active throughout the year. Many residents and businesses credit the influx of bikers with helping them stay profitable year-round.

A Growing Community

Bill Barber, special events coordinator at Suck Bang Blow, noted that many bikers who visit during the rallies end up moving to the area. He said that the region offers more than just the rallies, with a variety of attractions and opportunities for those who choose to stay.

For many, the motorcycle rallies are more than just a celebration of bikes—they’re a vital part of the local economy and community.