RAPID CITY, S.D. — Michael and Amy Groves might seem new to the Sturgis area, but they’re not.
It’s where they tied the knot 16 years ago, and visit year round while splitting residence in Las Vegas.
Now, they’re bringing a sweet surprise with their opening of the Emma’s Ice Cream Emporium on Thursday.
A feat that’s had its challenges leading up to Sturgis’s busiest time.
“We went through a lot of sleepless nights over this,” said Amy Groves. “It was terrifying knowing we’re literally opening the day of the Rally.”
But they’re here and here to stay, hoping to become a larger part of the Sturgis community.
“A lot of your people here that we’ve met, they’ve come all out to help us out and get us involved and it’s not all about us, no, it’s about we’re appreciated here, we’ve been accepted here and that’s why we’re happy to be here and be apart of this city,” Michael Groves said.
They’ll also have a self serve bar dubbed Whiskey, Tango, Foxtrot that serves beer and wine and paying tribute to military veterans.
“We’re going to start putting up military memorabilia hopefully soon, I’m collecting it from everybody.”
On the other side of the street, Horsepower Nutrition has opened its doors.
With shops all over the Midwest, Horsepower was looking to expand and launched a trial run in Sturgis.
“We’ve gotten a great response, surprisingly honestly,” said Marina Handt with HorsePower Nutrition. “I personally wasn’t that expecting of people really coming out and enjoying it as much as they have.”
Both businesses have plans of serving the community year round and not just during the Rally.