Harley Ready to Rock the Roadhouse at Milwaukee’s Summerfest
Amid music performances at MoCo’s Roadhouse stage, guests will get a feel for the LiveWire via interactive ‘Jumpstart Riding Experience.’
Harley-Davidson is huge in Milwaukee. The hometown bike builder can be found on the jerseys of the NBA’s Milwaukee Bucks (and a few special-edition shirts, according to the Milwaukee Business Journal). The MoCo recently participated in its first Milwaukee Pride Parade, per On Milwaukee. And who can forget the Harley-Davidson Museum, where you can check out the history and models from H-D.
And of course, there’s also Milwaukee’s annual summer music festival, Summerfest. , which this year is set to take place June 26-30, and July 2-7. Since 1997, the MoCo has been a part of the festivities via its Harley-Davidson Roadhouse stage, and 2019 will be no different. WTMJ-TV’s The Morning Blend hosts Molly Fay and Tiffany Ogle recently sat down with Harley-Davidson’s Chief Marketing Officer Heather Malenshek to discuss what the company has planned for Summerfest this year.
During the interview, Malenshek showcases the Harley StaCyc Electric Balance Bike and reveals that there will be demos of the bike at Summerfest as one of the planned activities the MoCo has in mind for 2019.
“Milwaukee’s our hometown,” says Malenshek of the MoCo’s years-long association with Summerfest. “We’re very proud of the fact we’re from Milwaukee, so this is a great organization to be a part of. [It’s] an opportunity for us to showcase great talent. Also, we get a chance to connect to the community and show some new products, and sell some things, as well.”
Speaking of new products, the LiveWire will also be a part of the many activities planned for the Harley Roadhouse. According to Malenshek, the electric Harley will be used as the bike for the Jumpstart Riding Experience at Summerfest. Potential new riders will get a feel for the motorcycle, all without needing a helmet or a motorcycle permit.
“We’re selling some special merchandise from our museum for the the Daredevils exhibit,” said Malenshek. “It’s really about celebrating those famous risk-takers. [Evel Knievel‘s bike] will be down there, the XR750.”
As for the entertainment scheduled to appear on the Roadhouse stage this year, Malenshek says the MoCo’s customers “listen to a diverse range of music.” Thus, the lineup will include T-Pain, 3 Doors Down, Lizzo, Reverend Horton Heat, and Steve Earle & The Dukes.
Admission to Summerfest ranges from $23 to $57 and will be held on the shores of Lake Michigan from June 26 through 30, then July 2 through 7.
The 17 Harley-Davidson Roadhouse headliners include:
June 26: Judah & the Lion
June 27: Lizzo; Steve Earle & the Dukes
June 28: T-Pain
June 29: August Burns Red; Silverstein; Silent Planet
June 30: 3 Doors Down; Reverend Horton Heat
July 2: Big Gigantic
July 3: Matoma; Two Friends
July 4: Sublime with Rome; Common Kings
July 5: Cole Swindell; Berlin featuring Terri Nunn
July 7: La Sonora Ponceña
Photos: Summerfest; Harley-Davidson