The 74th annual Sturgis Motorcycle Rally is underway in the Black Hills of South Dakota.
As many as half a million motorcycle enthusiasts are arriving for six days of riding, racing, rallies, exhibitions, concerts, bike shows and a vivid public display of leather and tattoos.
If past Sturgis meets are anything to go by, the rally will generate huge revenue for the town of Sturgis (population 6,627), with estimates for annual proceeds to the area exceeding $800 million.
There will also be plenty of action, good and bad.
Here are some statistics from last year's Sturgis, compiled by event organizers.
Attendance: 467,338 (down from a high of over 633,000 in 2000)
Vendor licenses issued: 964
Taxable sales inside city: $12 million
Marriage licenses issued: 71 (down from a high of 197 in 2000)
Parking tickets issued by Sturgis police: 140
Tons of garbage hauled: 594
Drug arrests: 48
Number of people jailed: 864
Local emergency room visits: 317
Rally-related highway deaths: 6