Sturgis 2006 - Beer Can Art by Jody Wyse

The Sturgis Beer label is the property of Jody’s friend Rick Smith who also owns the Sidehack Saloon in Sturgis. The beer is a lager brewed by Gluek Brewing Company in Cold Spring, Minnesota. Each year thousands of cans of Sturgis Beer are sold to rally visitors to drink or, more likely, to take home as souvenirs. Jody’s first beer can design featured the Flying A Gas Station. The first in his Sturgis Historical Series was last year’s design that featured Pappy Hoel in front of his Indian dealership sitting on a racing bike he sponsored. On Tuesday of Rally Week, Jody and I sat in a building that he is remodeling and talked about the current design.

CC: When we talked last year, you indicated that this year’s Sturgis Beer can art would feature something from the war years. I see you have chosen a Harley-Davidson Model XA.
Jody: Yes. The XA was a shaft-driven bike with a 750 c.c horizontally opposed twin cylinder motor similar to a B.M.W. The Army ordered 1,000 bikes each from Harley and Indian to test in desert conditions. They finally decided to build more Jeeps instead of ordering either. Harley built plenty of Model WLA bikes during the war years, though.

CC: Did the Sturgis Rally go on during World War II?
Jody: They had Rooster Days and some other activities to keep the rally going until the soldiers got back from the war. It’s quite phenomenal the way the country held together back then. Rooster Days was more centered around western activities such as rodeo. They also had the Days of ’76 in Deadwood. It filled the gap until the motorcycle events were resumed after the war. Pappy and the Jackpine Gypsies made sure the Sturgis Rally came back.

CC: What will be the time-frame for next year’s design?
Jody: I plan to stay with the 8-year interval. I have already begun studying the history of that period, but I really haven’t decided yet where to go with it.

CC: How much lead time is required after the design is finished until the cans go into production?
Jody: I like to have the preliminary drawing done by late November. Then we start refining it. We have to send it to Florida where the template is made. We also have to get it approved by South Dakota Liquor Control. This year we had a little problem with the background. They balked at a stars and stripes background, so Rick decided to go with blue and white stripes instead. All of the cans have to be ready and paid for before the brewer will brew a drop of beer to go in them. Everyone just takes their time about it and slows up the process as best they can. The Beer is available by June 1st.

CC: How many cans are produced each year?
Jody: Last year we did a double batch with 3,700 cases per batch. This year, I’m not sure how many Rick decided on, since I’ve spent some time recently in Arizona. We definitely sell enough to keep it going. I’m planning on a 10-year series to tell the story of the rally.

CC: I assume you plan to continue to make Sturgis your home.
Jody: Yes. There is something about the Hills that continues to energize and inspire me. I can do much better work and 10 times as much here as I could anywhere else.

CC: I understand you currently have some new work in progress.
Jody: Yes, I do. I’m working on some designs to go on T-Shirts. I have some new drawings that I really like. I’m continuing to focus on Western themes. I’m also going to do some work inspired by the Southwest and my time in Bisbee, Arizona. I have a lot of old black and white photos from Bisbee. It’s a lot like Deadwood. It’s an old mining town in a mountainous area only 6 miles from the Mexican border. There are a lot of bikers in that area too.

CC: Please tell me about your Dice Girls design.
Jody: The Dice Girls are a local female bike club. They work hard to raise money for a women’s shelter. Appropriately, they have a dice run during the Sturgis Rally. Their slogan is, “Women sheltering women.” I did the design for their club T-Shirts.

CC: This building we are sitting in is a potential future art studio?
Jody: For some time, I’ve rented it to an auto mechanic. Now that he has moved out, I’m going to take a stab at it and see what I can do. Hopefully I can do something interesting with it. There’s no telling what direction it will take. I’m going to just let it flow and see what happens.

CC: How can people find out more about your artwork and get in touch with you?
Jody: I would love to have them visit my website. My address is Sturgis Art Works, PO Box 714, Sturgis, S.D. 57785. The street address is 958 Dudley and phone numbers are 605-720-5288 and 605-347-0220.

The wording on the back of the 2006 can reads as follows: “Sturgis Beer proudly presents this year’s commemorative beer can featuring a Harley-Davidson XA motorcycle. Both Indian (841) and Harley-Davidson Motorcycles were utilized for combat missions during World War II. Due to rationing and in contribution to the war effort, domestic motorcycle production was limited and the Sturgis Motorcycle rally was suspended from 1942-1945. ‘Rooster Days’ and rodeos took its place (until) the rally could return. We honor the spirit of America, the sacrifices of its soldiers and citizens, and the love of the ride that brings us together this 66th year of the rally.”