Gallery
Client
Harley-Davidson
Timeline
1 Week
Highlights
- 184 acres/9,000 people
- Laundromat
- Internet café
- Hospital
- 24-hour grocery
- Restaurants, food vendors
- Cinema and live music
The Story
There were 25,000 people who came out to celebrate Harley-Davidson’s 100th anniversary week. The problem? The Greater Milwaukee area did not have enough hotel space to accommodate such a crowd. Our solution? Riders Ranch: a 184-acre temporary city complete with running water, roads, electricity and remote catering for thousands. But we didn’t just provide people with a place to sleep; we gave them things to do when they weren’t asleep. We constructed stages for live music and entertainment, built three nightclubs, and set up food and apparel vendors.
Key Challenges
Short timetable. Quick turnaround. High-profile event. Thousands of visitors.
The Extra Mile
Target contracted with UPS to open a store on-site to ship home Harley merchandise and other purchases from Riders Ranch.
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