ATV-UTV Rally opens summer riding season


May 27, 2021

HURLEY — Local and visiting all-terrain and utility vehicle riders will converge on Iron County this weekend for the Memorial Day ATV/ UTV Rally from today through Sunday as the kick-off event of the summer trail riding season.

The annual rally parade route will change from downtown Hurley to Saxon this year, according to the Hurley Area Chamber of Commerce. The parade is scheduled for 7 p.m. Friday.

The parade is possible with the support of the Iron County Fair Board, the town of Saxon, the Iron County Sheriff’s Department and the Wisconsin Department of Natural Resources, said Rita Franzoi, chamber executive director in a press release. The assistance of these agencies was necessary in organizing the event while still navigating pandemic rules.

“We want everyone to be aware that we are having a parade, not a gathering like we hosted in the field in years past,” Franzoi said.

The lineup will start at 5:30 p.m., and no earlier, at the Iron County Fairgrounds in Saxon, she said. The parade will depart the fairgrounds at 7 p.m., moving west on School Street, then north on Church Street until reaching Wisconsin 122. The parade will then proceed to Lower Road and Clement Road, before turning back toward Saxon on the designated trail.

“Stay on the trail at all times,” Franzoi said.

There will be no food vendors at the Iron County Fairground, she said. Food will be available at Luoma’s Saxon Pub, The Driftwood, Frontier Bar and Pitt’s Place all located in the Saxon and Gurney area, she said.

There can be no mud to play in this year, Franzoi said. Riders need to remain in the designated area for the parade lineup and ATV/ UTV traffic is not allowed in town alleyways of Saxon.

“We look forward to a fantastic weekend in Iron County,” Franzoi said.

There is no need to register to take part in the parade but riders will need to register for the annual Poker Run. Starting at noon Thursday, riders can visit participating businesses offering weekend specials while out on their tours and check off their poker run sheets for drawings.

Register for the Poker Run and receive a stamp sheet and trail map from 10 a.m. to 4 p.m. Thursday at the Hurley chamber office at 316 Silver Street, or at the Mercer chamber office at 5150N U.S. 51. Riders can also register on Friday from 9 a.m. to 2 p.m. in Hurley and 9 a.m. to 4 p.m. in Mercer.

This year’s Mud Run competition will be set up in the lot behind the Iron Horse Inn on Silver Street in Hurley. The event will run from 11 a.m. to 3 p.m. Sunday, with prizes in four different classes of ATV riders, along with live music, brats and corn on the cob.

Whitecap Mountains Resort will have events for riders and non-riders all weekend.

There will be kayak rentals and the Whitecap golf course also opens this weekend. 

The run takes on another flavor in the southern half of Iron County where 15 Mercer area businesses have organized their own poker run sheet for chances to win gift certificates. The event is not organized through the Mercer Area Chamber of Commerce but the office does provide a list of participating businesses and contacts.

“Memorial Day and this whole rally through Iron County is a great boost to our economy and our community,” said Melissa Biszak, chamber executive director. “This is also a really great kick off for summer events in the south and north of Iron County and it’s great to be able to collaborate together on events with other chambers, businesses and community members.”

For questions about the event, how to register, or to request a trail map, contact the Hurley chamber office at 715-208-0902, 715-561-4334, email [email protected] and visit or the rally Facebook page. Contact the Mercer chamber at 715-476-2389 or visit


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