When Amy Groves and her husband Mike first rolled into Sturgis, South Dakota, nearly two decades ago for the world-famous Motorcycle Rally, they weren’t thinking about ice cream.
But today, you’ll find their little slice of Americana—Emma’s Ice Cream Emporium—right in the heart of Main Street, serving up frozen treats and freedom one scoop at a time.
And yes, Amy’s a proud Nevadan—splitting her time between Las Vegas and Sturgis—bringing with her not just a love of motorcycles and dessert, but a down-to-earth, get-it-done attitude that makes Emma’s more than just a place to cool off during the August heat.
It’s a symbol of small business grit, patriotic charm, and community spirit.
From Bulldog to Business
The name “Emma” isn’t just cute branding. It’s the name of their beloved English Bulldog—who, along with her brother “Sturgis” (yep, named after the rally), helped inspire the shop’s personality: friendly, a little quirky, and impossible not to love.
Emma’s Ice Cream Emporium opened in 2021 after the COVID shutdowns wrecked the Groves’ Las Vegas real estate business.
Rather than sit around waiting for government handouts, Amy and Mike bought a historic downtown building and got to work.
And they didn’t just throw in some freezers and call it good. They asked around. They talked to the mayor. They learned what the community actually wanted.
“We heard folks say they wished there was a good dessert place,” Amy told local media during their grand opening.
So that’s what they built—plus a whole lot more.
A Shop That Serves More Than Ice Cream
On the surface, Emma’s is a classic dessert shop offering 12 flavors of Blue Bunny ice cream, waffle cones dipped in almonds, and specialties like banana splits and cotton candy cones.
But it’s also home to a tap house in the back—Whiskey Tango Foxtrot (WTF)—where adults can sample local craft beers from self-pour taps and even sip a deluxe Bloody Mary with all the fixings.
Hungry for more than sweets?
Emma’s serves up daily lunch specials with homemade sandwiches and soups, plus treats like brownies, muffins, pies, and cheesecakes from the Cheesecake Factory.
Locals love it. And during rally season? Forget it. There’s a line out the door.
Rally Roots and Nevada Values
The Sturgis Motorcycle Rally isn’t just a marketing gimmick for the Groves—it’s part of their story.
They got married there during the 2005 rally. Since then, they’ve only missed two.
So when rally-goers pack into town this August for the 85th anniversary, Emma’s will be ready with milkshakes, lava cakes, and cold brews for the half-million bikers expected to ride through.
And Amy hasn’t forgotten where she comes from.
When she’s not scooping ice cream, she’s active back in Nevada, weighing in on issues like rent control, voter ID, and education reform.
Her Nevada common sense shows in how she runs her business—low overhead, high service, and no nonsense.
It’s the kind of success story that reminds us why small businesses matter.
Unlike giant chains or government programs that overpromise and underdeliver, shops like Emma’s create real jobs, support the local economy, and give back to the community.
In fact, during their ribbon-cutting, local artists gifted them custom paintings—just one of many ways Sturgis locals have embraced the Groves.
Critics? Of Course.
Not everyone’s a fan of success stories like this. Some critics roll their eyes at the idea of “yet another small business” riding the coattails of the rally.
But here’s the difference: Emma’s isn’t some seasonal pop-up trying to cash in. It’s a locally loved hub run by people who actually care about the town.
Plus, let’s face it—anyone who serves white chocolate raspberry cheesecake with a side of dog-friendliness can’t be all bad.
A Road Trip Must-Stop
If you’re planning to join the fun in Sturgis this August—or you just happen to find yourself cruising through the Black Hills—Emma’s Ice Cream Emporium is worth the stop.
Whether you’re there for a cone, a cold brew, or just a friendly chat with Amy, it’s the kind of place that reminds you why we fight to keep the American Dream alive.
And in a time when big government wants to regulate everything from how you drive to what you eat, it’s refreshing to see folks like Amy Groves build something that actually serves the people.
More info: www.emmasicecream.net | (605) 206-0066
Open daily, year-round — because freedom doesn’t take a snow day.
Coming to Sturgis for the rally? Don’t forget your pink waffle cone. And maybe say hi to Emma the bulldog while you’re at it.
This article was written with the assistance of AI. Please verify information and consult additional sources as needed.
