The 2009–2012 rallies were canceled, but the annual rally was reinstated in 2013, and was expected to be profitable for the town. Following a biker gang shooting at the 2014 rally, Hollister mandated that bars must stop selling alcohol after midnight during the 2015 rally. The 2015 rally unexpectedly left the city with a $92,000 loss following a dispute with the promoter. In 2016, the city hired its third promoter in four years; turnout for the 2016 rally was expected to be around 40,000. The "San Francisco Chronicle" characterized the 2017 rally crowd as "retired, friendly, weather-worn and excruciatingly law abiding", and estimated the motorcycle attendance around 10,000. The 2018 rally was cancelled due to loss of a major sponsor and concerns about the cost of workers compensation liability. However, 2018 and 2019 both saw non-city-sanctioned "rebel rallies". The 2020 rally was cancelled due to "shelter in place" policies related to the 2019–20 coronavirus pandemic.