HARLEY-DAVIDSON AND LEVY RESTAURANTS JOIN FORCES TO CREATE GREAT EATING EXPERIENCES FOR MUSEUM

MILWAUKEE (August 28, 2006) - Harley-Davidson and Levy Restaurants announced today that the two organizations will work together to bring great food and engaging experiences to life for the Harley-Davidson Museum.

According to Stacey Watson, Harley-Davidson Museum Director, “The Museum will be a celebration of the Harley-Davidson journey that will inspire visitors to personally connect with the stories and experiences of Harley-Davidson. Food is a big part of any lifestyle experience, and the eating spaces will be an extension of that celebration,” said Watson.

 

Current plans call for the grand opening of the 130,000 sq. ft. museum to occur sometime in 2008. In a given year, the Museum is expected to draw
approximately 350,000 visitors to its 20-acre, riverside site in Milwaukee’s Menomonee Valley.

According to Watson, the two companies will begin immediately to draw on Levy’s extensive restaurant experience and versatility as they develop the primary concept, a 7,250 sq. ft. restaurant. Additional spaces that will be devoted to dining include special event spaces, a café, outdoor event areas and indoor meeting rooms for which Levy will operate the food experiences.

“The Museum will convey an attitude and spirit of adventure, individuality and personal expression, and our goal is that the eating experiences visitors enjoy are consistent with that spirit,” said Watson.

“How do you create a dining experience that’s worthy of a brand icon like Harley- Davidson? That is the great opportunity and excitement of this relationship,” said Andy Lansing, President and Chief Executive Officer of Levy Restaurants.

Lansing noted, “We have a team that specializes in precisely this type of opportunity, and our culinarians, operators, creative strategists and designers are ready to bring their restaurant heritage and event expertise to the table. We look forward to collaborating with Harley-Davidson to create unique and brand-complementing food experiences for the Museum.”

Levy Restaurants was founded in Chicago in 1978 and is recognized as one of America’s fastest growing and most critically-acclaimed restaurant companies in its industry. Levy’s diverse and expansive portfolio includes restaurants, sports stadiums, convention centers, racetracks, music festivals and more. The company operates an array of restaurants, ranging from fine dining to casual dining, spanning award-winning restaurants such as the four-star Spiaggia and Bistro 110 in Chicago to a variety of well-known eateries in Walt Disney World Resort.Recognized with every major dining award, Levy Restaurants has also catered the country’s most prestigious sports and entertainment events including: Super Bowls, World Series, Kentucky Derbies, All-Star Games and Grammy Awards.

Harley-Davidson, Inc. is the parent company for the group of companies doing business as Harley-Davidson Motor Company, Buell Motorcycle Company and Harley-Davidson Financial Services, Inc. Harley-Davidson Motor Company, the only major U.S.-based motorcycle manufacturer, produces heavyweight motorcycles and offers a complete line of motorcycle parts, accessories, apparel, and general merchandise. Buell Motorcycle Company produces sport motorcycles in addition to motorcycle parts, accessories and apparel. Harley-Davidson Financial Services, Inc. provides wholesale and retail financing and insurance programs to Harley-Davidson dealers and customers.