MILWAUKEE, WI (June 8, 2017) -  Milwaukee World Festival, Inc. and Harley-Davidson Motor Company announced today a new five-year contract extension for sponsorship of the Harley-Davidson® Roadhouse at Henry Maier Festival Park. The announcement was made during a meeting of the Milwaukee World Festival, Inc. Board of Directors.

The sponsorship extension includes the Harley-Davidson Roadhouse venue, FREE parking for all motorized two-wheel vehicles during Summerfest in a lot located near the Mid-Gate entrance, and H.O.G.® Member annual free admission day.

“We greatly appreciate Harley-Davidson Motor Company for their continued commitment to Summerfest, the Ethnic and Cultural Festivals, and our community,” said Don Smiley, President and CEO of Milwaukee World Festival, Inc.  “Harley-Davidson is a very visible long-time sponsor of Summerfest, and we are thankful to have such a cooperative working relationship with such an iconic American brand,” he added.

This agreement continues a partnership with Harley-Davidson® Motor Company that began in 1997. For three decades, the Harley-Davidson® Roadhouse has hosted a wide variety of headliners including Pretty Lights, Wiz Khalifa, Rise Against, Violent Femmes, Foo Fighters, and this year’s line-up includes Ziggy Marley, Mike Snow, and A Day to Remember.

“Harley-Davidson is proud to support events in our hometown and we couldn’t be more excited to extend our commitment to Summerfest as we kick off the festival season and Summerfest’s 50th celebration in a few weeks,”

said Joanne Bischmann, Harley-Davidson’s Vice President and Chief Communication Officer. “Harley-Davidson is passionate about helping ensure Milwaukee continues to thrive, and Summerfest is one reason why this city is a great tourist destination and a wonderful place to live.”

For more information, visit

About Summerfest presented by American Family Insurance
Summerfest 2017 presented by American Family Insurance – the festival’s 50th edition – will take place June 28 – July 2 and July 4 – July 9 from noon until midnight and will be closed Monday, July 3. Following its 1968 debut, Summerfest has evolved into what is now recognized as “The World’s Largest Music Festival” and Milwaukee’s cornerstone summer celebration, hosting the music industry’s hottest stars, emerging talent and local favorites along with approximately 850,000 people from Milwaukee and around the world each year for an unforgettable live music experience. During the festival, the spotlight shines on over 800 acts, over 1,000 performances, 11 stages, delectable food and beverages and interactive activities, all in a world-class festival setting. For more details, visit, or Twitter: @Summerfest.

About Harley-Davidson Motor Company
Since 1903, Harley-Davidson Motor Company has fulfilled dreams of personal freedom with cruiser, touring and custom motorcycles, riding experiences and events, and a complete line of Harley-Davidson motorcycle parts, accessories, general merchandise, riding gear and apparel. For more information, visit