CUSTER, S.D. – One of the Black Hills’ most beloved traditions is back and bigger than ever. Custer’s Annual Gold Discovery Days will take over the town July 18–20, celebrating the moment that sparked the Black Hills Gold Rush—and transformed the region forever.
The event commemorates the 1874 expedition led by Lt. Col. George Armstrong Custer, whose discovery of gold near present-day Custer launched one of the last great gold rushes in American history. But the celebration has grown far beyond its roots.
Now in its multi-decade tradition, Gold Discovery Days draws thousands of visitors for three days of all-ages activities, including a carnival, classic car show, arts and crafts fair, volleyball tournament, 5K fun run, cornhole tournament, gold panning demonstrations, a flower show, live music, and even a competitive wheelbarrow race.
“The whole town turns out for this,” said a spokesperson from the Custer Area Chamber of Commerce. “We’ve got everything from a quilt show and sloppy joe lunch to hot air balloons lifting off over the Black Hills.”
The celebration also features one of the largest parades in the region—known to stretch for blocks through downtown Custer—along with a vendor market and golf scramble. Visitors can experience a unique blend of old-fashioned frontier spirit and small-town charm, all set against the dramatic backdrop of the Black Hills.
Full event listings and times are available at custersd.com/Gold-Discovery-Days.
For additional information, contact the Custer Area Chamber of Commerce at (605) 673-2244.
