AFRICA BIKE WEEK MARGATE, SOUTH AFRICA, 26 to 29 April 2013

Report
th
110
Anniversary
Celebration
Regional Experiences:
Margate, South Africa
Qian Dao Lake, China
Mexico City, Mexico
Recent 110th Anniversary Celebration Experiences
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MARGATE, SOUTH AFRICA
26 – 29 April
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QIAN DAO LAKE, CHINA
10 – 12 May
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MEXICO CITY, MEXICO
11 May
AFRICA BIKE WEEK
MARGATE, SOUTH AFRICA, 26 to 29 April 2013
Now in its fifth year, Africa Bike Week
(ABW) kicked off the 110th Anniversary
celebration for Africa.
Africa Bike Week is located in Margate,
KwaZulu-Natal on the eastern coast of
South Africa. Margate affords great
rides from the major City’s as well as
scenic out-rides once at the event. In
April the weather is balmy and warm so
perfect riding, entertainment,
showcasing the Harley-Davidson
lifestyle and a weekend of fun!
AFRICA BIKE WEEK
MARGATE, SOUTH AFRICA, 26 to 29 April 2013
Africa Bike Week activities included:
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Live local bands & entertainment
H-D Exhibition
H-D Dealer exhibitions
H-D Demo’s & Demo Experience Truck
Africa Bike Week merchandise sales
110th merchandise sales
H.O.G. tent
Mass Ride
Ride In Bike Show
110th assets (Jump Start, Photo panels,
Interactive World Map, H.O.G. history)
Rider’s Academy
Fashion Show
Aftermarket village
Food vendors and stalls
Blanket Run
Open to riders of all brands
AFRICA BIKE WEEK
MARGATE, SOUTH AFRICA, 26 to 29 April 2013
Over the four days of the event:
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25,000 riders attended
3,242 bikes in the Mass Ride
205 demo rides
172 Jump Start demos
More than 30 invited press attended
1,855 ABW & 110th t-shirts sold
All available bed nights filled
AFRICA BIKE WEEK
MARGATE, SOUTH AFRICA, 26 to 29 April 2013
Photo here
AFRICA BIKE WEEK
MARGATE, SOUTH AFRICA, 26 to 29 April 2013
Standing from left: Shelley Paxton (VP, Integrated Marketing and Planning, H-D Corp.), Shirley Hickman Smith (ABW Volunteer),
Serge Koenigsberg (H-D Africa Aftersales Manager), Tammy Frayne (ABW Logistics Volunteer), Bill Davidson (VP, H-D Museum),
Michelle Radcliffe, Zen Ncedo (H-D Africa Office Manager), Nigel Villiers (Director, Customer Experience, H-D Oxford), Celine
Gruizinga (H-D Africa Country Manager). Kneeling from left: Carl Frayne (ABW Project Manager), Juan Mouton (H-D Africa District
Manager), Kobus Momberg (ABW Security Volunteer), Saleem Mukuddem (H-D Africa Finance Manager), Michael Carney (H-D
Africa Marketing Manager)
QIAN DAO LAKE, ZHEJIANG PROVINCE
10-12 May, 2013
H-D China held its fifth national rally in Qian Dao Lake, Zhejiang Province, with
approximately 1,000 participants and 600 motorcycles - both record highs. This
event was also a grand celebration in China of Harley-Davidson’s 110th
Anniversary. For the first time, 14 overseas riders participated in China’s national
rally. A Discovery channel documentary team came to shoot the event as well.
Qian Dao Lake is a famous self-driving destination in China with beautiful
sceneries. Co-organized with local government, the national rally was not only a
grand festival for Chinese H-D owners and enthusiasts, but also an interesting
motorcycle carnival for local tourists and residents to experience HarleyDavidson’s unique riding culture and iconic American lifestyle.
QIAN DAO LAKE, ZHEJIANG PROVINCE
10-12 May, 2013
• The motorcycle carnival was open to not only the rally participants, but the local
public as well.
• The 110th experience activities provided JUMPSTART, a photo station, and tattoo
area.
• Special sales of MotorClothes was set up at the dealers’ booth.
• The Customized Bikes exhibit displayed owners’ motorcycles who participated in
the Customized Bikes Competition.
• Interesting games such as Wii and Guitar Hero were available at Game Zone.
And live music and a model show were also prepared to entertain the audience.
• Go to the full article to see a video of the event.
QIAN DAO LAKE, ZHEJIANG PROVINCE
10-12 May, 2013
Left: Christina Wang, Marketing and
Communication Director, Harley-Davidson
China. Christina was the supervisor of the
event, and responsible for overall management,
message and public relations.
Right : Kenny Zhou, H.O.G. & Event Manager,
Harley-Davidson China. Kenny is the project
leader, who is responsible for event and rally
management. Middle: John Olin, Senior VP
and CFO of Harley-Davidson, Inc.
QIAN DAO LAKE, ZHEJIANG PROVINCE
10-12 May, 2013
Welcome Ceremony and Poolside Party
The welcome ceremony was held on the night
of May 10. Both executives from HarleyDavidson and local government gave
welcome speeches. And the two sides
exchanged gifts to show their good
cooperation during this event.
After the ceremony, guests had buffet dinner
at a poolside restaurant with live band.
QIAN DAO LAKE, ZHEJIANG PROVINCE
10-12 May, 2013
Kick-off Ceremony and Parade
To kick off the grand parade, executives from HarleyDavidson and local government handed over riding
flags to each regional fleets.
Women riders were invited onto the stage, receiving the
applause from all riders.
The parade along the Qian Dao Lake was escorted by
police cars, and the fleet was well cheered by the public
throughout the route.
QIAN DAO LAKE, ZHEJIANG PROVINCE
10-12 May, 2013
Rock Party
Except for the live rock band, performances by H-D
owners also entertained the audience.
Directors of H.O.G. chapters, women riders, foreign
riders were invited onto the stage respectively.
There were also awards for Best Customized Bike and
several rounds of lucky draws during the party.
QIAN DAO LAKE, ZHEJIANG PROVINCE
10-12 May, 2013
Freedom Jacket
A Chinese couple were appointed as ambassador of
Freedom Jacket in China. They are both Harley-Davidson
owners and riders, and they fell in love and got married
because of Harley.
Ken Ostermann, General Manager, International
Marketing Operations (lower right), handed over the jacket
to the couple during the kick-off ceremony, and they gave
it back during the rock party after the Qian Dao Lake rally.
The couple tailor made a special pin, named Endless
Love, which was also the name of their own accessory
brand. After they completed the rally with the jacket, they
left the pin on the jacket.
110th Anniversary Celebration
Mexico City, Mexico – May 11, 2013
If you’re going to throw a 110th
Anniversary Celebration in Mexico, the
capital city is the place to have it. An
estimated 16,000 people rolled into
Mexico City for the one-day celebration
on May 11.
The record-breaking attendance for a
one-day motorcycle expo in Mexico
included the Mayor of Mexico City, Dr.
Miguel Angel Mancera, and rock
legend, Alice Cooper, who closed the
day’s events with a concert. Karen
Davidson and Mark Van Genderen
kicked off the festivities that ran from
the morning into the night.
110th Anniversary Celebration
Mexico City, Mexico – May 11, 2013
One major highlight from the
celebration was the motorcycle
parade, which began in the city’s
historical center plaza. More than
12,000 motorcycles rolled down
the main city avenues, being led
by the Mexico City Police. This
was the largest motorcycle parade
ever in the region.
The Mayor, the Minister of Public
Safety and the Minister of Tourism
were chosen to be the grand
marshals for the parade. All
motorcycles and enthusiasts were
welcome to participate.
110th Anniversary Celebration
Mexico City, Mexico – May 11, 2013
The parade began at 10 a.m. at the
Zócalo, a large plaza located in the
City’s historical center, and continued
through several main avenues
including Tacuba, Hidalgo and the
popular Avenida la Reforma, among
others.
110th Anniversary Celebration
Mexico City, Mexico – May 11, 2013
The parade landed at the Hermanos
Rodriguez Speedway where thousands of
people met to check out motorcycle stunts
and the Harley-Davidson Experience,
which included Jumpstart, bike displays,
photo booths, a women’s area, a children’s
and a H.O.G. area.
110th Anniversary Celebration
Mexico City, Mexico – May 11, 2013
The celebration also
included popular musicians
from both Mexico and the
United States. Mexican
rock bands, La Lupita and
MadMex, got things started
before Alice Cooper took
stage, closing the day’s
festivities in true HarleyDavidson fashion.
110th Anniversary Celebration
Mexico City, Mexico – May 11, 2013
The great success of the event was thanks to the hard work of the Harley-Davidson Mexico office, and employees from the Brazil, Milwaukee
and Miami offices. The event staff included: Karen Davidson, Antonio Lara, Carlos Berdon, Mark Van Genderen, Rita Lorleberg, Waldyr
Ferreira, Ronaldo Weber, Karina Jaramillo-Saa, Barbara Villacis, Carmen Chang, Danny Gonzalez, Mariana Yepes, Deborah Benard, Jenna
Smith, Rafael Puga, Raymundo Cavazos, Sonia Pineyro, Inaki Isusi, Andrea Lobo, Andres de Tuoni, David Yaspik, Enrique Villarreal, Javier
Montes, Karina Tamez, Monica Guerrero, Olivia Stringel, Pablo Donnadieu, Rodrigo Almendares, Teresa Salazar, Hugo Rodriguez, Eduardo
Avalos, Victor Hugo Asomoza, Jorge Amaro and Veronica Velarde, David Eli, Francisco Montes, Joanne Bischmann, Nigel Villiers.
Upcoming 110th Anniversary Celebration
Regional Experiences
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Sao Paulo, Brazil
1 June
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Rome, Italy
13 - 16 June
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Sturgis Rally, South Dakota
3 - 10 August
110th Anniversary Celebration HUB site
Experience the event through the eyes of our
customers…see the sights and sounds of the many 110th
celebrations and experiences to date.
Go to http://110.harley-davidson.com/. This site
features social feeds, an event calendar and so much
more. You can also follow rider adventures by video, track
the Freedom Jacket and check out everything related to
the 110th Anniversary.
The end

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