In Milwaukee, not far from where Harley-Davidson founders built their first motorcycle in a small wooden shed in 1903, the world’s only Harley-Davidson Museum invites groups from 10 to 10,000 to “break out of boring boardrooms” and experience over a century’s worth of Harley-Davidson history.
“We really are the world’s only Harley-Davidson Museum. What makes us unique is our park-like, 20-plus acres in downtown Milwaukee. That’s not something many other downtown venues can offer,” said Dave Larson, 1903 Events director of sales at Harley-Davidson Museum. “We have 500-plus parking spots. We’re blocks away from the convention center and the surrounding hotels. We offer unique spaces that can be very Harley-Davidson and can also lead into very elegant events. Our spaces lend themselves to being a blank canvas for how you want your event to look and feel.”
Yet they all still tell the Harley-Davidson story, even through their names, which range from The Garage, “which is pretty straightforward,” Larson laughed, to Rumble, representing the feel and noise of a motorcycle engine.
“My favorites are on the third floor. We have Peace, Bolt and Potato,” Larson said. “Willie G. Davidson, an icon in the motorcycle community, was a creative director for the Motor Company for decades. Using his sketchbooks, we pulled out some sketches and put them up on a wall, to bring the heritage and design of Harley-Davidson into our event spaces.”
That’s where the names Peace and Bolt come from. But Potato? That name was inspired by the distinctive sound made by Harley-Davidson’s V-twin engines and their piston firing sequence, which sounds a little like “potato-potato-potato.”
Even the museum’s custom centerpieces, which feature miniature motorcycles and welded metal flowers in the brand’s familiar orange color, can add a little Harley-Davidson flair to an event, blending high-end, modern event spaces with the chrome-and-steel Harley-Davidson feel.
“That’s what makes these spaces so unique and special,” Larson said. “We have that 122-year history of the company to pull from in naming our spaces, our menu items, creating the decor—everything that goes into an event here. Being the world’s only and delivering that unique Milwaukee experience that groups are not going to see in any other city in the country. That’s what sets us apart.
“Harley-Davidson having deep roots in the city of Milwaukee, being founded here 122 years ago, with the corporate headquarters consistently here and under the name Harley-Davidson the entire time, that’s special,” Larson continued. “Everyone knows a bit of that story and carries a piece of Harley-Davidson in their hearts, whether it’s through personal experience, or from a friend or family member. They are excited to share their Harley-Davidson journey, and we’re a part of that legacy.”
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More to the Museum
Harley-Davidson Museum’s newest event space, The Garage, is 8,200 square feet of possibility with floor-to-ceiling windows, five glass garage doors and a capacity for 547. The Garage’s adjacent 6,724-square-foot outdoor green space, The Square, features yard games and views of the Menomonee River. Inside, the 5,651-square-foot Rumble room can seat 300, while 1903 Bridge and Patio 13 can host 120 combined in a unique indoor-outdoor setting.
“There’s one restaurant on campus, MOTOR Bar & Restaurant, which is available to book for groups and private events,” Larson said. “We also have food and beverage catering options we can serve in the many event spaces. There are a lot of different ways that can flow. Some events do all-team meetings in Rumble, breakouts in our third-floor spaces in the afternoon and, at 5 o’clock, a walk-through of the museum to experience the gallery with a reception. All this is followed by a seated dinner in our museum lobby, which transforms into another venue option surrounded by the legacy of Harley-Davidson.
“We encourage groups to take a break from their meeting, even for an hour, and explore the museum,” Larson continued. “This museum isn’t just for riders. There is something for everyone, and admission is included with your room rental.”
Groups can also sign up for museum activations including a scavenger hunt and guided tours.
“We have a VIP tour called ‘Beyond the Gates’ where you get access to the museum motorcycle vault, talk to our curatorial team and get the inside scoop on the history of the motorcycles, which is really cool,” Larson added. “Another program called ‘Jumpstart’ is a non-moving yet fully functional motorcycle that guests without a license can just get on, fire it up, go through the gears and feel the rumble.”
