July 14, 2017 Erica Nast, from left, looks on as Jed Eddy helps Whitney Like with her hood as she chugs some Boone's Farm wine before taking to the stage during the Miss Sturgis pageant.
July 14, 2017 Lisa Boze pulls her top off to reveal her American Flag bathing suit top during the Miss Sturgis pageant Friday during the Sturgis Kentucky Bike Rally.
Contestants rely on entertainment through sex appeal to woo the crowd, where the final judgement is based on the volume of the cheers.
Like traditional pageants, there are also various attire categories that the contestants wear, but all are optional.
July 14, 2017 Lisa Boze, right, pours a beer down her as contestants in the Miss Sturgis pageant take to the stage Friday during the Sturgis Kentucky Bike Rally.
"This is my frist time at this rally," Alcisto said.