The 121st Harley-Davidson Homecoming Festival is in full swing in Milwaukee, kicking off Thursday afternoon at the company's headquarters.
This year's theme pays tribute to Willie G. Davidson, the 91-year-old grandson of co-founder William A. Davidson.
"I'm so excited we have so much planned for the next three days. It's going to be absolutely incredible," said Bill Davidson, Willie's son and a fourth-generation Davidson, speaking from the garage at the Harley-Davidson Museum.
"The museum campus is where we are today. It's just alive and starting to wake up here early Thursday morning," Bill Davidson continued. "I am so proud that the entire homecoming festival is honoring my dad, Willie G. My dad is an artist, a designer, a leader, and truly a legend. But to me, it's also really special because I get to call him dad."
Willie G. Davidson, who joined the company in 1963, served as senior vice president and chief styling officer for nearly 50 years. An exhibit dedicated to his life's work is now on display at the museum for the 121st Harley-Davidson Homecoming.
"This exhibit showcases a history of Willie and some of the art he's created, from T-shirt artwork to complete motorcycles. There are many pictures of him from when he joined the company to the present day," Bill Davidson explained during a tour of the exhibit.
As Harley-Davidson celebrates a legacy spanning generations, it also aims to attract a younger demographic of riders.
"Events like this, featuring Jelly Roll, Hardy, Red Hot Chili Peppers, and other bands, are attracting a whole new crowd, including many young adults. It's our opportunity to showcase what Harley-Davidson has to offer, and it's really exciting," Bill Davidson said.
The goal is to ensure Harley-Davidson celebrates its anniversary another 121 years from now.
Willie G. Davidson retired from the company in 2012.
Bill Davidson hopes to bring his dad on stage before the Red Hot Chili Peppers perform at Veterans Park on Saturday night.