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Harley-Davidson Experience Center Announced

27 April 1999

Harley-Davidson Experience Center Announced

    MILWAUKEE, April 26 -- An eight-acre complex that showcases
the Harley-Davidson motorcycling experience is planned for downtown Milwaukee,
Harley-Davidson, Inc., officials announced today.
    The development will feature exhibits from the company's collection of
vintage vehicles, memorabilia and current products; a Harley-Davidson
restaurant; banquet facilities; specialty retail shopping; and an outdoor
special events area.  The facilities, to be operated year-round, are expected
to attract more than 350,000 visitors annually.
    "The Harley-Davidson experience -- its sense of adventure and personal
freedom -- will be shared with motorcycle enthusiasts and the public in an
engaging and artful way," said Jeff Bleustein, Harley-Davidson chairman and
chief executive officer.  "We are excited to see this dream become a reality."
    Construction on the $30 million development will start this summer and be
completed in the summer of 2002.  Grunau Project Development of Milwaukee is
the project manager.
    The development will feature a renovated five-story former brewery
building, circa 1850, housing an interactive museum and engaging presentations
on the Harley-Davidson culture and lifestyle.  The building's top floor will
be transformed into the city's second-largest catering and hospitality area.
    A 300-seat, Harley-Davidson restaurant will be constructed across the
street from the main building along the Milwaukee River.
    "We look forward to displaying our rich heritage and strengthening
Milwaukee's draw as a destination point for visitors," Bleustein said.
    The development is expected to create 150 construction jobs and nearly
200 permanent jobs.  It will annually add $40 million to the Milwaukee economy
through jobs, visitor spending, rental and admissions.
    Harley-Davidson, Inc. , is the parent company for
Harley-Davidson Motor Company, Buell Motorcycle Company and Eaglemark
Financial Services, Inc.  Harley-Davidson Motor Company, the only major
U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and
offers a complete line of motorcycle parts, accessories, apparel and general
merchandise.  Buell Motorcycle Company produces sport and sport-touring
motorcycles.  Eaglemark Financial Services, Inc., provides wholesale and
retail financing, insurance and credit card programs to Harley-Davidson
dealers and customers.