Harley-Davidson’s newly annual Homecoming festival kicks off this Thursday in Milwaukee, running through Sunday, July 28. This year’s event features live music from headliners Jelly Roll and the Red Hot Chili Peppers, along with demonstrations, food and beverage vendors, and more. Activities will be spread across four main locations: Veterans Park in Milwaukee, the Harley-Davidson Museum, Harley-Davidson’s headquarters (which now includes a newly renovated space called Davidson Park), and Harley-Davidson Powertrain Operations in Menomonee Falls.
Previously celebrated every five years, the Homecoming festival has transitioned to an annual format following last year’s 120th anniversary. Harley-Davidson CEO Jochen Zeitz expressed excitement about the change, emphasizing the desire for a big celebration every year rather than just once every five years.
This year’s Homecoming will pay tribute to Bill ‘Willie G.’ Davidson, the company’s former senior vice president and chief styling officer. While the exact number of attendees is uncertain due to the shift in format, there is optimism for a great turnout. The event aims to become a major annual celebration similar to the Sturgis Motorcycle Rally in South Dakota.
The House of Harley-Davidson will host live music throughout the festival, featuring seven local food vendors and over 40 additional vendors. Last year’s event drew approximately 80,000 concert-goers and 73,000 visitors to the Harley-Davidson Museum. While a motorcycle parade like last year’s is not planned, the festival will still feature a variety of exciting activities:
- Opening Ceremony: 4:30 p.m. to 5:30 p.m., Thursday, Harley-Davidson headquarters
- Juneau Avenue Historical Tour & “Building a Milwaukee Icon” Photo Exhibit: 11 a.m. to 5 p.m., Thursday through Saturday, Harley-Davidson headquarters
- H-D Factory Racing Team Experience: 10 a.m. to 5 p.m., Thursday through Sunday, Harley-Davidson Museum
- Self-Guided Factory Tours: 9 a.m. to 3 p.m., Thursday through Saturday, Harley-Davidson Powertrain Operations in Menomonee Falls
- Jelly Roll Concert: 9:30 p.m., Friday, Willie G. Davidson Stage at Veterans Park
- Red Hot Chili Peppers Concert: 9:30 p.m., Saturday, Willie G. Davidson Stage at Veterans Park
- First Responders Charity Ride: Registration at 8:30 a.m., Friday, House of Harley-Davidson in Greenfield