Harley-Davidson Breaks Ground On Museum Expansion
New venue replaces seasonal tent
The Harley-Davidson Museum is growing.
The motorcycle manufacturer ceremonially broke ground Thursday afternoon on a new event space for its 20-acre museum campus, 400 W. Canal St.
The new, one-story venue will replace Chrome, a seasonal tent structure used for formal events. It will be built at the southern end of the campus, with views of the South Menomonee Canal and Menomonee River.
“This new event space is really more to us than a new building,” said museum director of operations Aimee Wiedmeyer. She said it was a sign of optimism in both the museum and Harley-Davidson. “This is really a vote of confidence for us in our collective future.”
Known as The Garage, it will add 8,200 square feet of event space to the complex.
It also marks the end of the current The Garage venue, located on the northwest corner of the complex. That 9,294-square-foot, 1,000-guest space will no longer be used for events, but the museum has not announced a new use for the former venue.
The museum opened in 2008 at the eastern end of the Menomonee Valley.
Thursday’s groundbreaking spilled right into another event, the weekly bike night series with live music. As dignitaries tossed dirt, Harley riders rolled up on their hogs just out of earshot.
The tent-to-building model follows a similar path that Discovery World pursued when it added a new structure to the north of its lakefront building. A 10,000-square-foot addition replaced a long-standing tent in 2018.
Renderings and Site Plan
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