The Steel Horse Rally

What The Steel Horse Rally does

The Steel Horse Rally is a 501(c)(3) public charity (The Steel Horse Rally Inc., EIN 47-1158481) that produces an annual two-day charity motorcycle rally in Fort Smith, Arkansas, founded in 2014 by Dennis Snow with the inaugural event held in May 2015. The organization exists to "honor all who serve" — military members, veterans, law enforcement, and first responders — and to channel proceeds to local charitable organizations; cumulative donations to local charities exceed $200,000. The rally features a Thunder Through the Valley Motorcycle Parade, poker runs, live entertainment, multiple vendor zones across downtown Garrison Avenue, and ancillary programming including the Bikes & Badges Vintage Motorcycle Show, Steel Horse Strongman Showdown, Cops & Cones motorcycle exhibition, Unsung Hero Award, and a Miss Steel Horse Rally bikini contest. The premium Very Important Biker (VIB) Package ($129 minimum charitable donation in 2026) bundles exclusive area access, merchandise, and collectibles such as challenge coins and limited-edition license plates; broader merchandise (T-shirts, patches, pins, hoodies) is sold year-round online and at local retail partners.

The revenue model is structured entirely as charitable giving flows: minimum-donation pricing for merchandise, VIB packages, and Charity Cups ($5 minimum, enabling 21+ open-container privileges), corporate sponsorship tiers (Choctaw Casinos, Budweiser, Michelob Ultra, First National Bank, Fort Smith Harley-Davidson among core sponsors), vendor booth fees from 80+ vendors, and direct charitable donations. Distribution is event-centric across three Garrison Avenue zones — Vendor Village (800 block), the First National Bank parking lot main stage and VIB area (601 Garrison), and Cisterna Park (1001 block) — supplemented by an online merchandise shop shipping nationwide, lodging partner networks, and participating local retail for charity cup distribution. Marketing is multi-channel: organic social (Facebook, Instagram, X), radio sponsorships (KTCS, KISR, Kool 104.7), volunteer and sponsor referral networks, and the organizational website. There is no proprietary technology platform; the organization relies on a third-party website host (CyberSpyder) and conventional social media.

The rally scaled from 30,000+ attendees in 2015 to 250,000+ in 2026, with local economic impact rising from $4.2M to $26M annually and cumulative economic impact exceeding $150M+. The 2027 rally is scheduled for May 7–8, 2027. Governance is provided by a Board of Directors led by Founder/President Dennis Snow and Vice President Orval Smith, with Dr. Wes Milam as Business Manager. Operating geographies are confined to western Arkansas and eastern Oklahoma, with no stated intent to replicate the rally in other markets.

Name

The Steel Horse Rally

Legal name

The Steel Horse Rally Inc.

Website

https://thesteelhorserally.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Steel Horse Rally is a 501(c)(3) charity that produces an annual motorcycle rally in Fort Smith, Arkansas, honoring military, veterans, law enforcement, and first responders. It draws 250,000+ attendees and channels proceeds to local charities through donations, sponsorships, merchandise, and vendor fees.

Ownership category

akta.pro rank

Product category

Charity Event Organization (Motorcycle Rally)

NAICS

Civic and Social Organizations (8134)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro industry

PRIMARYMPAGAEAK

Community Fundraisers & Charity Events (Gala/Walks excluded)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Cultural Festivals & Community Events

Keywords

• Charity motorcycle rally
• Motorcycle event organization
• Nonprofit fundraising events
• Veterans charity events
• Live entertainment festivals

Headquarters

HQ city

Fort Smith

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Supply Chain, Others

Revenue model

1. Charitable Donations: The organization accepts charitable donations from individuals and businesses. Donations help fund the rally and enable charitable giving to local organizations. Donations may be tax-deductible (EIN: 47-1158481).
2. Merchandise Sales: Sale of official Steel Horse Rally merchandise including T-shirts, patches, pins, license plates, hoodies, stickers, bandanas, and mystery bags. Items are priced as minimum charitable donations.
3. VIB (Very Important Biker) Packages: Premium experience packages sold for a minimum charitable donation ($129 per person in 2026) that include reserved T-shirts, VIB badge, armband, exclusive area access, charity cup, swag bag, and limited edition items like challenge coins and license plates.
4. Charity Cup Sales: Charity cups sold for $5 minimum donation, allowing adults 21+ to walk throughout the rally and entertainment district with alcoholic beverages. Proceeds benefit local charities.
5. Sponsorship: Corporate sponsorships at various levels that provide funding, in-kind support, and promotional opportunities. Sponsors gain visibility in front of thousands of attendees.
6. Vendor Fees: Fees collected from 80+ vendors participating in the three vendor areas at the rally.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

The Steel Horse Rally is an annual two-day charity motorcycle rally held in downtown Fort Smith, Arkansas, featuring live music, motorcycle competitions, vendor areas, a poker run, a motorcycle parade, and family activities. It is operated by The Steel Horse Rally Inc., a 501(c)(3) non-profit charity, and raises funds through charitable donations, corporate sponsorships, vendor fees, VIB premium packages, Charity Cup sales, and official merchandise to benefit local charities and honor military, veterans, law enforcement, and first responders.

Product overview

The Steel Horse Rally is an annual charity motorcycle rally event held in Fort Smith, Arkansas, organized by The Steel Horse Rally Inc., a 501(c)(3) non-profit charity. The event is not a technology product but rather a physical event experience. The core offering is the annual two-day rally featuring live music, motorcycle competitions, vendors, and entertainment. Premium add-on experiences include the Very Important Biker (VIB) Package for exclusive access and merchandise, official merchandise (T-shirts, patches, pins, hoodies, license plates, challenge coins), and the Charity Cup program. The rally also features multiple competitive and entertainment sub-events including the Bikes & Badges Vintage Motorcycle Show, Steel Horse Strongman Showdown, Cops & Cones Motorcycle Exhibition, Thunder Through the Valley Motorcycle Parade, Miss Steel Horse Rally Bikini Contest, Unsung Hero Award presentation, and various poker runs and scenic rides. The Handle Bar provides on-site beverage service. All products and services are designed to raise funds for local charities while honoring military, veterans, law enforcement, and first responders.

Differentiator

Problem solved

Functional benefit

Products and services

• Steel Horse Rally Annual Event The flagship two-day annual charity motorcycle rally held in downtown Fort Smith, Arkansas, featuring live music, vendors, motorcycle parade, poker runs, competitions, and family-friendly activities; general admission is free and open to the public.
• Very Important Biker (VIB) Package Premium experience package for rally attendees, sold for a minimum charitable donation ($129 per person in 2026), including reserved T-shirt, VIB badge with lanyard and armband, exclusive VIB area access, charity cup, swag bag, limited edition challenge coin, and limited edition license plate.
• Official Steel Horse Rally Merchandise Official rally-branded merchandise including T-shirts ($15-$30), patches ($6-$12), pins ($8), hoodies ($25), long-sleeved shirts ($15), stickers ($3-$5), bandanas ($8), license plates ($21), and mystery bags ($20), sold as minimum charitable donations online and at the rally.
• Charity Cup Program Collectible charity cups sold for a $5 minimum donation that allow adults 21+ with armband to walk throughout the rally and entertainment district with alcoholic beverages, with proceeds benefiting local charities.
• Bikes & Badges Vintage Motorcycle Show Vintage motorcycle show competition featuring custom/modified and original category classes, held at the U.S. Marshals Museum during the annual rally.
• Steel Horse Strongman Showdown Strongman Corporation-sanctioned competition event featuring pro and amateur athletes competing in events such as Husafell Sandbag Carry, 3 Bar Deadlift, and Stone Over Bar; co-presented with The Iron Warehouse.
• Cops & Cones Motorcycle Exhibition Law enforcement motorcycle riding-skills exhibition held on Garrison Avenue in which officers from the Fort Smith Police Department and other agencies maneuver through a challenging cone course.
• Thunder Through the Valley Motorcycle Parade Annual motorcycle parade dedicated to "All Who Serve," featuring thousands of motorcycles riding under a giant American flag through downtown Fort Smith.
• Miss Steel Horse Rally Bikini Contest Annual beauty pageant contest held on the main stage during the rally, featuring cash prizes and People's Choice voting.
• Unsung Hero Award Annual recognition honor presented during the rally to an individual who has shown uncommon valor in military, law enforcement, or first responder service.
• Poker Runs and Motorcycle Rides Charitable motorcycle rides including the Public Guardians Poker Run (co-organized with Public Guardians Law Enforcement MC) and scenic routes such as The Pig Trail and Talimena Drive.
• Handle Bar On-site beverage service at the rally offering alcoholic drinks, with proceeds benefiting The Steel Horse Rally Inc. charity.
• Corporate Sponsorships Tiered corporate sponsorship packages that provide funding, in-kind support, and promotional visibility (logo placement on website and materials) to businesses in front of thousands of rally attendees; sponsor tiers include Core, Major, Media, and Lodging partners such as Choctaw Casinos, Fort Smith Harley-Davidson, First National Bank, Budweiser, Michelob Ultra, Wyndham Fort Smith, and others.

Quantifiable outcome

• 250,000+ attendees in 2026; 210,000+ in 2023
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core, major, media and lodging.

• Choctaw Casinos and ResortscoreGTM or Marketing Partner · 7 May 2027Major sponsor and lodging partner. Provides special Steel Horse Rally room rates at Choctaw Casino & Resort in Pocola, OK (3400 Choctaw Road). Promotional partnership including logo placement on rally website and materials.
• Fort Smith Harley-DavidsoncoreGTM or Marketing Partner · 7 May 2027Key sponsor and partner of the Steel Horse Rally. Located at Fort Smith, provides promotional support and logo placement on rally materials.
• First National Bank (FNBFS)coreGTM or Marketing Partner · 7 May 2027Host sponsor providing the parking lot venue for the main stage and VIB area at 601 Garrison Ave. (across from First National Bank at 6th St. and Garrison Ave.).
• BudweisermajorGTM or Marketing Partner · 7 May 2027Beverage sponsor featured on rally website with logo placement.
• Michelob UltramajorGTM or Marketing Partner · 7 May 2027Sponsor of the Steel Horse Strongman Showdown event. Logo featured on Strongman Showdown materials.
• The Iron WarehousecoreStrategic or Co-development Partner · 7 May 2027Co-presenter of the Steel Horse Strongman Showdown along with the Steel Horse Rally. Strongman Corporation sanctioned event.
• Wyndham Fort SmithmajorGTM or Marketing Partner · 7 May 2027Lodging partner offering special Steel Horse Rally room rates at 700 Rogers Ave., Fort Smith, AR. Part of group code for discounted rates.
• U.S. Marshals MuseummajorStrategic or Co-development Partner · 7 May 2027Venue partner for the Bikes & Badges Vintage Motorcycle Show. Located at 789 Riverfront Drive, Fort Smith. Museum offers free entry during rally day (Saturday).
• Public Guardians Law Enforcement MCmajorGTM or Marketing Partner · 7 May 2027Co-organizer of the Public Guardians Poker Run, an official ride of the Steel Horse Rally. Raises charitable donations for both organizations.
• Fort Smith Police DepartmentcoreGTM or Marketing Partner · 7 May 2027Law enforcement partner that makes the Cops & Cones motorcycle exhibition possible. Officers from the department participate in the event.
• KTCS RadiomediaGTM or Marketing Partner · 7 May 2027Media sponsor providing radio coverage and promotional support for the rally.
• KISRmediaGTM or Marketing Partner · 7 May 2027Media sponsor providing radio coverage and promotional support for the rally.
• Kool 104.7 FMmediaGTM or Marketing Partner · 7 May 2027Media sponsor providing radio coverage and promotional support for the rally.
• Hampton Inn Van BurenlodgingGTM or Marketing Partner · 7 May 2027Lodging partner at 1916 North 6th Street, Van Buren, AR. Offers special Steel Horse Rally rates (479-471-7447).
• Fairfield by MarriottlodgingGTM or Marketing Partner · 7 May 2027Lodging partner at 7601 Phoenix Ave., Fort Smith, AR. Offers special Steel Horse Rally rates.
• Holiday Inn ExpresslodgingGTM or Marketing Partner · 7 May 2027Lodging partner at 7111 Phoenix Ave., Fort Smith, AR. Offers special Steel Horse Rally rates with group code SHR.
• Comfort Inn & SuiteslodgingGTM or Marketing Partner · 7 May 2027Lodging partner at 6500 Rogers Avenue, Fort Smith, AR. Offers special Steel Horse Rally rates.
• Fort Smith-Alma RV ParklodgingGTM or Marketing Partner · 7 May 2027RV park partner at 3539 N Highway 71, Alma, AR. Accommodates motorcycle travelers with RVs (479-632-2704).

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Laconia Motorcycle Week: One of the oldest motorcycle rallies in America, held annually in Laconia, New Hampshire. Comparable as a multi-day motorcycle event with races, rides, vendors, and concerts targeting motorcycle enthusiasts in a specific regional market.
• Myrtle Beach Bike Week: Semi-annual motorcycle rally held in Myrtle Beach, South Carolina. Comparable as a regional motorcycle rally event featuring vendors, entertainment, rides, and motorcycle parades catering to enthusiast riders.
• Sturgis Motorcycle Rally: The largest annual motorcycle rally in the United States, held in Sturgis, South Dakota. Directly comparable to Steel Horse Rally as a multi-day motorcycle rally featuring live entertainment, vendors, rides, and parades, though at a much larger national scale.
• Republic of Texas Biker Rally: Major annual motorcycle rally held in Austin, Texas. Comparable to Steel Horse Rally as a regional motorcycle rally featuring live entertainment, vendor villages, rides, and large attendee turnout in the south-central United States.
• Bikes Blues & BBQ: Annual motorcycle rally held in Fayetteville, Arkansas, drawing hundreds of thousands of attendees. Most directly comparable geographically and demographically to Steel Horse Rally within the same state, sharing the regional motorcycle enthusiast audience and charity/community orientation.
• Daytona Bike Week: One of the longest-running motorcycle rallies in the U.S., held annually in Daytona Beach, Florida. Comparable as a large-scale multi-day motorcycle event with vendor areas, concerts, rides, and parade activities targeting the same motorcycle enthusiast segment.
• Lone Star Rally: Annual four-day motorcycle rally held in Galveston, Texas. Directly comparable as a motorcycle rally featuring concerts, vendors, rides, and poker runs targeting motorcycle enthusiasts in a regional market.

Emerging players

• Rolling Thunder (AMVETS): Annual motorcycle ride in Washington, D.C. focused on POW/MIA advocacy. Partially comparable to Steel Horse Rally through the motorcycle ride format and military/veteran honor mission, though organized as advocacy rather than multi-day entertainment festival.

Broad incumbents

• Harley Owners Group (H.O.G.): Official riding club for Harley-Davidson owners sponsoring rallies and rides worldwide. Operates broadly in the motorcycle enthusiast event space with overlapping audience to Steel Horse Rally, though as an OEM-sponsored membership program rather than an independent charity event.

Regional players

• Oklahoma State Biker Rally: Annual motorcycle rally held in Oklahoma. Comparable regional motorcycle rally format with rides, vendors, and entertainment, though serving an adjacent geographic market to Steel Horse Rally's Western Arkansas/Eastern Oklahoma footprint.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/steelhorserally
• Facebookfacebook.com/TheSteelHorseRally
• Instagraminstagram.com/thesteelhorserally
• LinkedInlinkedin.com/company/steel-horse-rally-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Steel Horse Rally