Colonel John Dent
Founder and CEO

Monkey Rock’s illustrious Founder and President, It was John who brainstormed the concept upon having been an attendee to several of the Motorcycle rallies in the US over the past five years and thought that there were some qualities such as really good food and entertainment missing from many of these events and that this was adversely affecting turnout, John having lived in places such as Marbella Spain and Miami Florida knew what was needed to bring a piece of the party atmosphere to these events. John has put his money where his mouth is and is MR’s sole financier as well as its visionary.

Having been retired for more than five years, John has opted for something more than golf travel and motorcycling and is bringing a new concept to the North American rally circuit that we all hope the country’s attendees will appreciate and enjoy.

John is a self-made guy having created several businesses from scratch and in a variety of different industries. With a background in the motorcycle industry, John successfully built Europe’s largest bike-breaking business from the ground up and ran it for almost a decade before selling and entering the specialty healthcare business for near another decade. John’s son, Matt, raced schoolboy motocross in the late 80’s and early 90’s and the family was an active on the circuit for many years. Team Dent was known for having exceptionally well developed and fast bikes due to the fact that Matt would spend most of the winter testing in California.


Chris Edwards
Chief Operating Officer

Chris thought enough of the Monkey Rock concept this past December (08) that he begged and pleaded John for a job and John bought into the prospect that he was a decent and capable guy (ha!).

His background for the past decade has been in the leisure industry, specifically the table-dancing sector, having operated some of the world’s largest, most upscale and highest-grossing adult nightclubs in the world. Having managed tens of millions in turnover in a few short years and having become an expert in live female entertainment, Monkey Rock benefits from his tenure in this very large, yet niche, industry.

John and Chris met in Marbella, Spain when Chris built the most sophisticated table-dancing club in Europe and looked to John to partner in the business (he declined). Chris would sell the business a year later and ultimately lead to partnering in the Monkey Rock startup. It’s all downhill from there. Chris is responsible for keeping things from coming apart at the seams at Monkey Rock.



Dave Rally
Project Manager

Let's just say this; Dave is the man behind the scenes that you'll all see the most of - without knowing it. This dude is as hard working as they come and is the guy molding Monkey Rock into the killer concert and entertainment venue that you'll see when you get to Sturgis. He is as talented and committed an individual as you'll find and he's responsible for making/building all those seating areas and stages function properly as well as preparing the site to accommodate the tens of thousands that will descend upon Monkey Rock in July and August.

talk about a carpenter, architect, machinist, genius... you get the picture, he is the man with the master plan - and if it can be built, he'll build it. By the way, Dave loves bikes! Track Dave down at the Rally and say hello. You'll not meet a nicer man.

Lee Dent
Director of Public Relations

Commonly referred to as "mouse”, Lee brings the gift of gab and a remarkable energy to Monkey Rock's team of crack professionals. She loves cats (adopted/trapped a couple now living with her as indentured garbage disposals), is an unbelievable dancer (hip-hop/modern) and is almost vegetarian (?? - whatever that means).

Lee is a Dutch/Jewish mash-up (Whoa!) and a great mother to Laisha who loves the gym, driving fast and CHOCOLATE. Lee is sexy and easy going - we beg of you to have a different opinion (not that easy going, actually). We're fortunate to have Lee handling PR for us as its real hard to argue with such a wonderful and talented petite person.

Pepper Massey
Avant Garde Consultant
": an intelligentsia that develops new or experimental concepts especially in the arts...and Monkey Rock"

Hmmm. We have labored to devise a bio for Ms. Massey that would really be appropriate and thorough, but her credentials are so lengthy that, without sounding like an elongated Oscar acceptance speech, all we  can say is, "HA - We got her and you didn't!"

When we first met Pepper we knew we had the proverbial tiger by the tail and apparently she saw the Monkey Rock light and agreed to consult for us as we tried to figure out who was who and how the puzzle of the modern day motorcycle industry was pieced together. Suffice to say that Pepper has provided us with countless thoughts, ideas and has imparted voluminous wisdom upon us and has really influenced the Monkey Rock model. Al those press releases? Pepper! (among other things).

To touch upon her vast credentials, we can do little but cut and paste the following:

In parting, its refreshing to know that the internet is not comprised of paper as if we had to print this, every tree in South Dakota would cringe. Needless to say, we're pleased to have Pepper Massey contributing to the evolution of Monkey Rock.