Harley Museum to open in Milwaukee
MILWAUKEE, July 5 (UPI) — A museum celebrating Harley Davidson (NYSE:HOG) motorcycles is preparing to open in Milwaukee.
| The museum, scheduled to open July 12, includes a 1903 Harley, the company’s first, The Milwaukee Journal Sentinel reports. In addition to motorcycles, there are bicycles, snowmobiles and golf carts, all products from Harley’s past. |
| “I think the museum is going to profoundly affect how Milwaukee is viewed throughout the United States and throughout the world, in that the city will become a bona fide destination,” said Michael Short, a special events promoter. |
| Harley hopes the museum, created at a cost of $75 million, will also help sell motorcycles, the report said. The company may be a U.S. icon, but many of its biggest fans are aging, and motorcycle sales have been hit by the economic slump and high gas prices. |
| “It’s easy to quantify the benefits of having an extra $75 million cash on the balance sheet,” said Ed Aaron, an analyst with RBC Capital Markets. “But it’s hard to quantify the benefits of spending that much on a museum.” |
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