Harley-Davidson heritage: Milwaukee’s motorcycle legacy (+ where to see it)

Visit Milwaukee to learn more about Harley-Davidson’s history at a museum, factory tour, and more.

From bike nights to factory tours, not to mention a museum tracing the motorcycle brand’s 123-year history, Milwaukee is the place to visit if you want to learn more about this company that’s been independently owned since it launched in 1903.

Since that time, Harley-Davidson has always been headquartered in Milwaukee. While new models of bikes have been rolled out over the decades, the technology to produce them further refined, and the size of the company increased, its mission remains the same: this is a company that designs highly crafted motorcycles. As proof that this is a lifestyle brand with name recognition worldwide, there are hundreds of dealers all around the globe.

The history of the motor-bicycle

When William S. Harley and Arthur Davidson founded Harley-Davidson in 1903 and created their first motor-bicycle, it was within a small shed on the north side of Milwaukee. This wasn’t something they cooked up on a whim, however: The duo was fascinated by mechanics and design, and held jobs in a bicycle factory and as a draftsman. But what they saw one night at a vaudeville show, when a performer rode on a primitive three-wheel model, convinced them to tinker around with engine-powered bicycles.

Their first prototype was unveiled a year later, competing in a motorcycle race at State Fair Park and coming in fourth place. It wasn’t until two years later that the first factory was built, on what’s now Juneau Avenue—this exact location, while not the original structure, is now the company’s corporate headquarters. That initial building operated as a plant and was a single story and built entirely of wood, yet it produced 50 motorcycles per year. One of their biggest clients was police departments around the country, a tradition that continues today.

Standing the test of time

A replica of that very first factory has stood outside of the Harley-Davidson Museum since 2016. Especially when standing adjacent to such a modern facility, it’s a reminder of how far this company—and the company’s advancements in technology, building, and infrastructure—has come. Inside the museum are a mix of archives in the permanent collection, as well as exhibits that rotate. Even for visitors who have never ridden a motorcycle, the story of how this company has remained in the same city, with the same family’s involvement for over a century, is inspiring.

There are also major moments in American history that Harley-Davidson’s bikes are woven into: the U.S. military used them during World War I. And the Great Depression, which could have been the company’s demise, had them pivot to manufacturing industrial power plants, as well as the three-wheeled Servi-Car, which was used to deliver cars and eventually ceased production in 1973.

Artie Starrs was named president and chief executive officer of the company in 2025, replacing Jochen Zeitz. Willie G. Davidson, the grandson of co-founder William H. Davidson, is in his early 90s and continues to live in the Milwaukee area. During his career, he spent many years working for Harley-Davidson, as did his father, William H. Davidson.

Activities and food

Whether you’re arriving from out of town, want to book a staycation, or maybe just pop in for a bite to eat, The Iron Horse Hotel in Milwaukee’s Walker’s Point neighborhood is built for bikers. In each guestroom at this century-old former warehouse, heavy hooks and ample storage allow for keeping a helmet and heavy jacket nearby, and the décor also riffs on biking culture. For example, chandeliers in the lobby are made out of recycled motorcycle parts.

Book the hotel’s “Born to Roam” package, and you’re ready to roll—it includes two tickets to the Harley-Davidson Museum next door, as well as welcome drinks for two and late check-out. During the warmer months, the hotel’s massive outdoor patio (The Yard) hosts live music and attracts motorcycle riders many evenings. Even if you don’t own or ride a bike, these are fun opportunities to simply see so many various makes and models in one place. In addition to The Yard, dinner (Wednesday through Saturday) and Sunday brunch are served at Ash, where the dishes are hearty, whether it’s steak and eggs for breakfast or dishes prepared in a wood-burning oven for dinner. Branded is the hotel’s open-all-day lounge and bar with craft cocktails, beer, and wine.

At the Harley-Davidson Museum, there’s a lot to do on campus. Start with a museum tour, then drop by the gift shop to pick up some swag. Lunch and dinner are served at MOTOR Bar & Restaurant, and there’s also a full bar, with indoor and outdoor seating. A highlight for many visitors is the opportunity to sit on a variety of Harley-Davidson bikes. You can’t ride them, but you can still get a sense of why they’ve garnered so many fans. There are also motorcycles from throughout the ages, from vintage models to current-day bikes that you can buy through a local dealer. The museum’s “bike nights” on Thursday nights throughout the summer are a fun gathering spot for Harley-Davidson fans. Many people arrive on their own bikes, and there’s also live music.

Upcoming events

Harley-Davidson fans will definitely want to book a 90-minute guided walking tour of the 849,000-square-foot Powertrain Operations Plant factory floor in Menomonee Falls, which is a 30-minute drive north of the museum. Tickets for the “Walk the Line: Engine Manufacturing Tour” cost $50 per person and must be reserved in advance. Among the highlights is learning about the process of building, testing, and inspecting engines before they are shipped off to be used in the final assembly of motorcycles.

For bikers who are writing their bucket lists, ensuring that the annual Homecoming festival is on it would be key. Hosted each July, with most festivities at the Harley-Davidson Museum and along the lakefront in downtown Milwaukee, the three-day event features ticketed concerts as well as events hosted at area dealers and at the museum. There is always a parade, too, with participants on motorcycles and proudly displaying flags from their home countries.

In 2026, Harley-Davidson Homecoming coincides with the 123rd anniversary of Harley-Davidson and will be hosted in Milwaukee, as in previous years. The dates are July 9-12, with more info about events and musicians announced over the coming months. In 2025, music headliners were Chris Stapleton and Hank Williams, Jr.