Tammy Even-Cordell to be Sturgis’ new director of rallies and events

STURGIS, SD (KELO) — One of South Dakota’s biggest events, which draws hundreds of thousands of visitors each year, is getting new leadership.

Tammy Even-Cordell has worked at the Sturgis Rally since she was 21. She says she grew up in western South Dakota, the motorcycle event has always been a part of her life and is currently an assistant rally manager.

“I loved doing all the events and rallying has always been my passion,” said Tammy Even-Cordell, New Sturgis Rally Director.

When Even-Cordell takes on her new role as rally director, she hopes to bring some new ideas to the table.

“Rallying is a pretty well-oiled machine. Everyone knows their positions. I’m excited about the local events we can develop and create,” Even Cordell said.

Sturgis Rally planning is a year-round project.

In preparation for his new role, Even-Cordell is working alongside retired rally director Jerry Cole to plan this year’s event. Cole expects it to be another busy one.

“It’s going well, we’re looking at having a big rally…again. Last year was amazing, this year I’m sure there will be another huge rally because Daytona was huge. I think there are a lot of people traveling or going to travel,” said Jerry Cole, current Sturgis Rally manager.

However, Even Cordell says she is ready for whatever the rally brings.

“Hopefully everything will go well, but after these last two years we’ve learned that you never know what’s going to happen,” Even Cordell said.

Tammy Even-Cordell has previously helped with Biketoberfest, Daytona Bike Week and Harley-Davidson Rally Point festivals. She will take up the post of rally director in early May.

Maria R. Newman