1996: With his entrepreneurial success, Michael turns to his passion for custom Harley-Davidson motorcycles, earning a feature in Easy Rider magazine and living his dream on the open road.
1999: Following the sale of his wireless business, Michael fully embraces the biker lifestyle. Encouraged by his friend Robert Moore, he attends his first Sturgis Rally in May, instantly falling in love with the event. He decides to purchase 30 acres in Sturgis and spends the winter building what will become an iconic establishment.
2000: The Full Throttle Saloon opens in Sturgis, South Dakota, quickly becoming known as the “World’s Largest Biker Bar.” Catering to motorcycle enthusiasts, particularly during the annual Sturgis Motorcycle Rally, it soon becomes a must-visit destination for rally attendees.
Early 2000s: Full Throttle Saloon gains popularity, attracting thousands of visitors annually with live music, high-energy entertainment, and unique attractions such as zip lines, burnout pits, and an expansive outdoor stage.
2009: The saloon’s success leads to a reality TV series on truTV, documenting the challenges of running the bar during the chaotic Sturgis rally. The show runs for seven seasons, reaching audiences in 17 countries and often ranking among the top 10 most-watched reality shows in its timeslot.
2015: Jesse and Michael are considering expanding the brand outside of Sturgis and are looking for potential business partners who can help them with their expansive efforts. At this time, they are introduced to John Foy and Todd Phillips of Noon Management who can help.
After a few initial meetings, Jesse invites Todd to travel to the Full Throttle Saloon and check out the Sturgis Motorcycle Rally, celebrating its 75th anniversary. It was on that visit that Todd sees the brand’s potential, and Todd and John decide to team up with Michael and Jesse to expand the brand’s operations.
However, on September 8th, tragedy strikes when an electrical fire destroys the saloon. With no insurance to cover the loss, Michael calls Todd from the site, and the partnership solidifies further.
2017: Full Throttle Distillery opens in Deadwood, rapidly building momentum. The instant success of the distillery ignites the idea to expand further. Michael’s brand marketing background paired with John and Todd’s real estate expertise, landed them in a new market that was perfect for the brand, Estes Park, Colorado.
2021: The Full Throttle Distillery Tasting Room opens at 124 W. Elkhorn Avenue in Estes Park. Designed to appeal to both tourists and locals, the venue embodies the Full Throttle lifestyle in an inviting, approachable way. The team acquires a local restaurant next door and renovates it to expand the tasting bar.
