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Motorcycle Industry Up & Rolling

30 July 1999

Motorcycle Industry Up & Rolling; Discover Today's Motorcycling Goes On Tour With Lyle Lovett and His Large Band

    NEW YORK--(ENTERTAINMENT WIRE)--July 30, 1999--Discover Today's Motorcycling (DTM) Friday announced its sponsorship of Lyle Lovett and his Large Band tour (an 18-piece ensemble), underwritten by Honda, Kawasaki and Suzuki.
    Lovett plays New York's Central Park Friday as he crisscrosses the country this summer playing to sold out concerts from Connecticut to Los Angeles. Lovett won the Best Country Album Grammy in 1997 for "Road to Ensenada" and the Best Male Vocal Grammy for Lyle Lovett and his Large Band in 1989.
    Both an on-highway and off-highway enthusiast, Lovett is among the millions who enjoy the world of motorcycling. More people in the United States are discovering motorcycling in record numbers. Overall motorcycle sales are up 25 percent for the first six months of this year compared to the same period last year. Last year marked the seventh consecutive year that new unit motorcycle sales increased, according to Discover Today's Motorcycling.
    "Perhaps it's because they're the ultimate convertibles. Or it may be because motorcycles double as transportation and recreation. And then again, it may be because motorcycles come complete with an enviable attitude," said Beverly St. Clair, managing director of Discover Today's Motorcycling. "Whatever the reasons and perceived added value, motorcycle sales -- and sales of the motorcycle aftermarket -- are up and rolling."
    As motorcycle sales head toward an eighth consecutive year of double-digit growth, the industry is attracting new riders, including women, in record numbers. Based on data from the 1998 Motorcycle Industry Council (MIC) owner survey, nearly one out of every 12 motorcycle owners in the United States is a woman. That's about 8 percent of the nation's motorcycle owners, and the numbers continue to increase. In 1960, women constituted only 1 percent of the nation's motorcycle owners.
    The MIC commissioned the new national study, which was conducted by Irwin Broh & Associates and tracks trends against three previous MIC studies completed in 1990, 1985 and 1980.
    Another indication of the sustained enthusiasm for motorcycle riding is that sales of used motorcycles are estimated to be rising, too. The number of previously owned motorcycles sold in 1998 is estimated at 1.3 million, based on 67 percent of MIC owner survey respondents who said they purchased a used motorcycle last year.
    The MIC Motorcycle owner survey shed more light on the demographics of today's rider. In 1998, the person underneath the helmet is likely to be 38 years old, to have attended college, and to be a well-established, family man.
    What's more, today's motorcyclist earns more than the average American ($44,250 per year vs. $36,250), while more than 33 percent of today's owners earn at least $50,000 per year compared to 20 percent of owners in 1990.
    Discover Today's Motorcycling, the communications service bureau of the Motorcycle Industry Council, is a source of information about motorcycling to the media and to the general public. Discover Today's Motorcycling operates a toll-free number (800/833-3995) that provides free "Straight Facts" brochures about motorcycling, as well as information about the Motorcycle Safety Foundation RiderCourses(R).
    The Motorcycle Industry Council is a nonprofit national trade association representing manufacturers and distributors of motorcycles, motorcycle parts and accessories, and members of allied trades.

    Lyle Lovett and his Large Band tour schedule is as follows:

Friday     July 30    New York City      Central Park Summerstage
Saturday   July 31    Boston             BankBoston Pavillion
Sunday     August 1   Danbury, Conn.     Charles Yves Center
Monday     August 2   Montauk, N.Y.      The Ranch
Wednesday  August 4   Baltimore          Pier 6 Concert Pavillion
Thursday   August 5   Washington, D.C.   Wolf Trap
Friday     August 6   Atlanta            Chastain Park
Saturday   August 7   Lexington, Ky.     Kentucky Horse Park's Arena
Sunday     August 8   Kansas City, Mo.   Starlight Amphitheater
Tuesday    August 10  San Diego          Humphrey's
Wednesday  August 11  Los Angeles        Universal Amphitheatre
Thursday   August 12  Los Angeles        The Tonight Show
Friday     August 13  San Francisco      Konocti Field Amphitheater
Saturday   August 14  San Jose, Calif.   Montalvo
Sunday     August 15  San Jose           Montalvo
Monday     August 16  Arcata, Calif.     Humboldt State University
Tuesday    August 17  Roseburg, Ore.     Stewart Park
Thursday   August 19  Portland, Ore.     Showplace @ Portland Meadows
Friday     August 20  Seattle            Pier 62-63
Saturday   August 21  Seattle            Pier 62-63
Sunday     August 22  Bellingham, Wash.  Sunsets on The Bay
Tuesday    August 24  Park City, Utah    Deer Valley Resort
Thursday   August 26  Las Vegas          Las Vegas Hilton
Friday     August 27  Reno, Nev.         John Ascuaga's Nugget
Saturday   August 28  Reno               John Ascuaga's Nugget