Well it’s finally here, the 70th annual gathering of bikers where the (Black) hills are alive with the sound of full-throttle engines, plenty of music, and an estimated half million bikers and their friends from around the world. This once-a-year gathering runs today through Sunday in Sturgis, S.D., and is hands down the biggest biker bash on the planet.

And J&P Cycles is smack dab in the middle of it all, taking up a full city block in between the two busiest streets in town — that area residing between Main and Lazelle streets. Our huge store even spawned a satellite location a few years back in the form of a metric store to fill the growing needs of our metric customers.

Because the lot contains equipment from such well-known vendors as Vance and Hines, Drag Specialties, Rivera Primo, Bikers Choice, Kuryakyn, Memphis Shades, Airhawk, Legend Air Suspension and many more, we were forced to move our overflow products onto a second lot just a hop, skip and a jump down the street. Featuring K&N, National Cycles, Wicked Image and expert mechanics from Fix Cycles, we can handle all your motorcycle and installation needs at either location.

Between the normal hustle and flow of the rally this year — not that anything’s “normal” at Sturgis —are two events that shouldn’t be missed. As you may have seen on this very blog, Paul Jr., of Paul Jr. Designs (formerly of Orange County Choppers) has a new company and a new TV show, having announced his partnership with Biker Choice last month (see BREAKING NEWS: Paul Jr. is Back!). On Friday, Junior will unveil his newest creation on the J&P Cycles lot in what is sure to be an eye-opening event.

The largest happening this week is the 2010 AMD World Championship of Custom Bike Building. To some in the bike community, this event flies under the radar, but this is where builders from across the globe come to test their mettle (and their metal), unveiling some of the most radically engineered machines on the planet. J&P Cycles is an official sponsor of the event and on Sunday, we took a peek at the entries for the freestyle, modified Harley, Production and Metric entries. We were not disappointed. Once again, the builders took their creative fabrication to a whole other level. Check back right here for complete coverage of the event as well as on our Facebook and Twitter pages.