Harley-Davidson Experience Center Announced
27 April 1999Harley-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.