Building brand community on the Harley-Davidson Posse Ride

INTRODUCTIONYou have recently joined the management team at Harley Owners Group (H.O.G.), a division of the Harley-Davidson Motor Company. Although you have yet to wear a leather jacket and don't really know how to rev up a HOG (as Harley motorcycles are colloquially called), you've got an open and creative mind. That's good, because your first assignment is to make the Border-to-Border Posse Ride with H.O.G. from South Padre Island, Texas to the Canadian Border: a two thousand-mile, ten-day trek across the country with 400 Harley enthusiasts. While the ride will surely be fun (and God knows you need a vacation break), the real intent behind management participation relates to the company's "close-to-the-customer" philosophy. The company wants you to know the Harley consumer inside out, to deeply understand his/her needs and wants, to naturally anticipate his/her desires. Making the Border-to-Border trek will in effect allow you to say, "Hey, I am so close to the customer I am the customer." You will need this knowledge to help your boss, Mike Keefe, Director of H.O.G. grapple with some significant strategic questions. Should Harley-Davidson continue to sponsor the Posse Ride? What role does and should the ride play in the H.O.G. event mix? How should the ride be designed to maximize its effectiveness and profit-making potential, if you decide to keep it? With that and not much more, you set out to South Padre Island for one of the greatest adventures in your management career.

BACKGROUND ON H.O.G.The Harley Owners Group (H.O.G.) is a factory-sponsored motorcycle enthusiast club. The Harley-Davidson Motor Company formed the group in 1983, in part to neutralize and control the negative influence of the outlaw biker gangs that some felt dominated the sub-culture, but primarily to enhance the Harley-Davidson lifestyle experience, and bring the company closer to its customers.

In order to generate large numbers of members quickly, H.O.G. was open to all Harley-Davidson owners, and a free one-year membership was included with the purchase of every new motorcycle. First year membership reached 33,000. By year end 1999, membership topped half a million riders (see Exhibit 1 for demographics of H.O.G. members). About 1/3 of the membership is considered "active," and participate in at least one H.O.G.-sponsored event each year. Membership renewal rates are about 75% per year. Satisfaction with H.O.G. national membership is high (3.7 on a 4-point scale), as indicated in a yearly survey conducted among active H.O.G. members.

The H.O.G. organization, managed as a division of Harley-Davidson, Inc., is supported on local, national, and international levels. By 1985 participating Harley-Davidson dealerships facilitated local organization in the form of "chapters." Through their local chapters H.O.G. members are able to meet other riders, develop social ties, participate in community service, and, of course, ride their motorcycles together. (See Exhibit 2 for a schedule for 1999 Chapter events.) Often H.O.G. members assume leadership responsibilities in their chapters. Local chapter newsletters are generally developed by active members and supported through H.O.G. There were 1,160 active H.O.G. chapters in 1999. The 1990s moved H.O.G. into the global arena with chapters springing up in Europe, Asia, and the South Pacific. Both international and local chapters reflect local values and interests but retain the essential ethos of the national H.O.G. organization.

At the national level H.O.G. provides a large array of programs and ownership benefits for its members. Major benefits offered in exchange for the $40 individual membership fee include subscription to the company's H.O.G. Tales magazine, access to the Fly & Ride program (which allows members to rent Harley motorcycles at 39 locations throughout the world), provision of rider benefits such as insurance, roadside assistance, and rider-safety education, and support of rallies that span the entire year and much of the globe. H.O.G. also coordinates the sale of Harley-Davidson memorabilia, such as T-shirts, patches and pins.

H.O.G. membership has its benefits for the Harley Davidson Motor Company as well. The annual value of an active H.O.G. member is estimated at $5,575, while inactive members are valued at

$4,725. Active H.O.G. members spend more on vehicle purchases ($4,175 versus $3,725, as based on estimated replacement values), parts and accessories ($850 versus $650), and general merchandise ($550 versus $350) than do non-active members.

H.O.G. RalliesRallies are a particularly important benefit offered by H.O.G., both to riders and to the Motor Company. The primary benefit of the H.O.G. rally lies in its ability to link riders together into a broader community. Rallies draw from the H.O.G. membership regionally, nationally, and even internationally, offering riders the opportunity (or the excuse) to ride greater distances, to meet new and different people, to learn about motorcycling, and to add to their personal repertoire of riding accomplishments. See Exhibits 3a and 3b for the 1999 schedule of H.O.G.-sponsored rallies at state, national, and international levels. H.O.G. management supports two basic types of rallies: stationary or destination rallies, and touring or rolling rallies.

Destination RalliesUnlike destination rallies, rolling rallies begin and end at different places. They place a greater emphasis on "being in the saddle" and therefore achieve an epic quality stationary rallies cannot obtain. Rolling rallies are typically kicked off with rider registration and some kind of opening event in their place of origin. Ride structure is provided by a guide booklet or "passport" that lists rally checkpoints along the route. Riders make their own way from checkpoint to checkpoint, choosing their own routes, schedules, and riding companions. 

At key checkpoints (often participating dealerships eager for the heavy tourist traffic the rally generates) riders receive stamps or "visas" in their "passports." A sense of completion and accomplishment drives riders to stop at all the checkpoints and obtain their stamps. In addition, these stopovers are ideal merchandising opportunities. Dealers provide service for ailing bikes and sell souvenir t-shirts, rain suits, and other clothing and accessories. Riders receive a free snack or meal, entertainment, and the chance to add unique local t-shirts to their often expansive collections.

The Route 66 rolling rally, held in 1996, was for many the epitome of what a touring rally should be. The event was staged over a period of a week and attracted over 350 riders. Following the legendary and historic highway that connected the rest of America to its dreams of golden sands and Hollywood glitz, the rally was structured to focus on riding as the chief source of entertainment. More importantly, the planned itinerary assured a sense of togetherness and brotherhood considered critical to the biker experience. Each day riders had a common destination. Each stop provided another opportunity to mix, to brag, and to exult in what for many was the adventure of a lifetime. The road was full of hazards - a good drenching in the rain, a blown gasket, a flat tire. Each crisis provided an opportunity for interdependence, good will, and bonding. More than one rider made his way home at the end of the ride bearing a tattoo of the Route 66 highway sign.

Part of the challenge and success of a rolling rally lies in its theme, which provides riders with a sense of place and history that is somehow unique to the route. The "Blues Cruise" focused on American musical heritage. The "Big Dam Tour" crossed a portion of the Western states with stops at major dams. "Rolling the Coast" emphasized historical sites along the intracoastal waterways of the Eastern seaboard. Stopovers or checkpoints focus on the rally theme (e.g., dinner at a famous blues bar in New Orleans), and H.O.G. leverages local resources to provide appropriate entertainment or educational experiences.

Route Selection"The Road Less Traveled" is more than a poem by Robert Frost and an American cliché. It is the heart of the management philosophy guiding route selection for a rolling rally. H.O.G. management sometimes maintains, a bit cavalierly, that its criterion for a route is simply the answer to the question, "Where do we want to ride next?" It is a philosophy first and foremost of adventure. In practice, of course, route selection needs to combine certain essential elements. One, of course, is the possibility of interesting side trips, the opportunity to get off the beaten path of interstate highway travel. Another is the potential for a theme to integrate the stops along the way and, no less important, to

provide a marketing angle for the tour. Yet another requirement is a string of communities, each with adequate bed space and hospitality infrastructure to absorb hundreds of riders and their motorcycles in a single night. Says Joe Dowd, Manager of the H.O.G. Events Team:

We look at the map and determine what would be a good route to take. There is a book that's out called Road Trip USA,1 and we've been using that sort of as a reference book to the rides we have done. Surprisingly, what happened was we discovered the book after we had done three rides. Three of our rides were already in the book. So we said, well that would be a great reference tool because we've already done three of them in here. So we look at that and then we try and hook up the network of our dealers on the route. We try to make it work out so that we can take a single road, where everybody is traveling along the same route. We've done some tours where there are multiple ways of getting to the locations, and it doesn't seem to have the continuity that you get on a single route . Especially for long distances. So we look at a good road that goes across the country all the way. That's basically what determines the routes. The other factor is our partnering dealerships that we want to involve in our tours as well. But if you really want to hear the truth, we can take them just about anywhere. We say we are going, and they come - just because they believe in Harley. It is scary. Kind of like Hitler.

Unlike the "theme park" atmosphere of a destination rally, rolling rallies are designed intentionally around a relative lack of structured activities. Says Dowd,

We try to have some structure on the tours, but we actually like less structure. As far as everything that we do, we have eliminated a lot of programs that we would normally do at a rally specifically because they are too structured. We want people to have freedom. The structure is kind of loose during the day. Then we try to gather them back together in the evenings so that whatever they have experienced during the day time on their rides, they can bring that back to the group and share it with their other fellow riders.

A stroll among the riders at a rolling rally reveals a good deal of gray hair and relative affluence. Usually scheduled for a week or so, not including ride time to the starting point and home again from the final destination, rolling rallies are extremely time-intensive. Not surprisingly, those who show up typically are retired, successfully self-employed, or so committed to the rally scene that they pool and coordinate vacation time to allow the necessary absence from work. Few children attend such events. Those with available time may link rallies back to back or roll them into a summer-long wander. Working-class riders are more likely to choose a single rally on which to blow their annual wad.

Exhibit 1: Hog Membership Demographics  US Adults HOG Members

Male 49% 87%

Female 51% 13

High School Grad or Less 55% 62%

Some College 23 7

College Grad or More 22 31

Median Household Income $30,780 $55,570

Median Age 43 41

Occupation    

Sales/Management 21% 18%

Professional/Technical 18 27

Clerical 17 4

Services 16 12

Laborers 13 11

Skilled Trade 11 11

Agricultural 3 2

Other 4 2

Sole Proprietor NA 12Sources: 1995 HOG Member Satisfaction Survey 1999 Population Estimates Program, Population Division, U.S. Census Bureau

Exhibit 21999 HOG Chapter Events

Exhibit 3a1999 RalliesIn addition to the Posse Ride, these Rallies rounded out the 1999 season. Not listed: Dozens of state rallies around the U.S. and regional rallies around the world.

Name of Rally Date Location Highlights

Iron Pony Ride Aug. 6-12Milwaukee, WS to Sturgis, SD

Lakota Sioux Powwow, Badlands, Mt. Rushmore, Crazy Horse Monument

New Mexico Hub Rally

Aug. 26-28 Albuquerque, NMPetroglyph Nat'l Monument, Santa Fe, Jerez Mountains, Aztec Indian Dancing

Made in AmericaBig Dam Tour

Sept. 19-25Boulder City, NV to Redding, CA

Hoover Dam Tour, Death Valley, Yosemite, Shasta Dam, Joshua Tree Hwy

North Cape Ride Aug. 6-12Lindesnes Norway To Murmansk Russia

Lillehammer Olympic Rally, Fjords, Viking Culture, Glaciers, Reindeer

Southeast Asia Rally

Aug. 27-29Malaysia and Singapore

5-Star Sofitel, Nightlife, Sultan of Johor, HOG Parade, Singapore Harbor

Exhibit 3b

BIRTH OF THE POSSE RIDEThe culmination of benefits of the rolling rally - high adventure and low cost - occurred in the form of the first Posse Ride. The year was 1997, and the H.O.G. National Rally was being held in Portland, Oregon. H.O.G. leadership Mike Keefe and Joe Dowd decided between the two of them that to ride coast-to-coast from Portland, Oregon to Portland, Maine would be a great adventure. Starting and ending in a "Portland" had the added benefit of a sort of poetic symmetry. Says Keefe:

About three years ago Joe Dowd and I were talking about coming up with a more epic sort of ride and what would we call it. I had always wanted to go coast to coast. And I'd always wanted to see Glacier National Park. And I like dams. And I don't like expressways. So when we kind of added those things all up at 8:00 and it led us to a Portland to Portland ride along Route 2. We got very excited about that, and we tried to come up with some sort of name. We came up with Coasters and something like that, but Joe Dowd actually came up with the thought of a posse, which immediately we knew was the right thing to call it. Well, if you call something "posse," it really has to have some sort of epic nature to it. And there you are.

Dowd elaborates on the epic quality of the Posse ride:Basically we built off the Route 66 ride. A "one up" on that, if you would. The core insight was that if you gave the riders more time, there was more glue, more ways for them to bond with each other. We wanted it to be a religion. A real challenge. A survival mission where every rider would look out for the other.

With little planning and less hype they announced their general plan and their point of departure, nothing more. They expected a handful of hearty souls to show up at the appointed place and time. What they found were approximately 250 riders geared up and ready to roll. The registration limit was filled up in two days. Many were veterans of the Route 66 rally. Posse was such a popular concept that there were many "tag-alongs" -- unregistered riders that were branded as "Mavericks."

A combination of spontaneity and a sense of momentousness characterized the first Posse Ride. Certain events that evolved from the Posse environment became rituals carried over to the next Posse Ride. Story night serves as a prime example:

Generally, we just go with the flow of what the riders are creating and we try to amplify that and carry it to another step, take it further. Actually story nights sort of started out like that. We were doing the Route 66 ride and we had this gentleman named Michael Wallace on the ride with us. An author who was working with us as a guide. And every night he would tell stories about what was happening on Route 66. So I got to thinking, 'Gee, these people are very intrigued with this,' and I thought, 'I wonder what would happen if we had one of our riders tell a story about what happened on the ride.' Lo and behold, that actually became more important to them than the story nights that were being told by Mike Wallace. – Dowd

And even though lots of people aren't going to necessarily get up there and tell their tales, they like to listen. --Linda, age 53

I think the road stories is what brings everybody together after a long week of traveling. You hear stories about the people you actually were riding with. How many times does a father get up there and talk like that, and you get to listen? -- Sue, age 33

The "Posse Oath" (see Exhibit 4 ) provides another example of a spontaneous product that has since become ritual. The notion of a Posse Oath was thematically drawn from scenes of the "Old West," wherein the local sheriff would "swear-in" a posse prior to pursuing the "bad guys." The Posse Oath was incorporated into the first Posse Ride, where it was recited at all participant gatherings. Harley-Davidson managers were somewhat surprised that the oath took on such significance. The oath was

considered such an integral part of the rally, in fact, that it later appeared as a part of the promotional materials created for the Border-to-Border Posse Ride. Keefe explains:It's helped to foster this sense of community. One of the things we look for is an opportunity to have some sort of opening ritual. Riders are presented with their badges after they take the oath. It is amazing how much it has caught on. Riders really have found important meanings in the oath. People are constantly using the oath to interpret and convey experiences on the road. For others, it serves as an anchor that helps ride out the rough moments of the ride. Like the 'no whining' clause that really helps people get over things. It was just spontaneous. It just caught on.

It is not easy to manage spontaneity, as any H.O.G. event manager will attest. Joe Dowd explains:We used to do rallies like cookie cutters. They were all exactly the same. And what would happen is people got used to a particular thing and then if we had to eliminate that thing because we wanted to do something else, it was a big hurdle for us to get over. So, we want to try and change every time we go out on a Posse Ride. Like, this year, we didn't do a pin set. Last year, we had a big pin set that they got. Some people said, 'Well, where's our pin set?' See? So, they're already almost ingrained in that. You really have to be very careful. We've learned lessons in the past about doing things on a continuous basis, and we find that if we change things all the time, they love us. And they don't get used to anything. It's a tough balancing act. We have to give them the surprises, but we also need to have some structure, just for logistical reasons.

POSSE II At Harley-Davidson nothing sells as well as success and tradition. The Posse Ride was no exception. The success of the Portland-to-Portland Posse Ride immediately got management thinking about a sequel to that epic adventure. Says Keefe:

So, having gone coast to coast, next we started talking about going border to border. So that's how we ended up in South Padre, Texas, a few miles from Mexico and heading up to Canada. (See Exhibit 5 for map of route chosen for Posse II.) We got a $100,000 budget, and we were ready to roll.

For a theme, management once again turned to Mike Keefe's personal preferences. Keefe explains:I'm a real cowboy sort of fan - not the Dallas Cowboys - but the whole western thing - Laredo, the Texas Rangers, San Antonio, the Alamo. There's the Menger Bar where Roosevelt signed up the original Rough Riders. Being a big fan of Teddy Roosevelt, I thought, well, we have something going on there. All because what we found is that the members that are riding with us really like to learn about history, whether they're history buffs or not. I happen to be. For the most part they're not, but they'd like to understand sort of where they're going and what they're seeing. Which kind of led us to Route 83, which was nicknamed the 'Road to Nowhere,' which, if you've ever been to Minot, North Dakota, you would probably understand why.

The theme resonated with Clyde Fessler, Vice President of Business Development at Harley-Davidson Motor Company:Harley Davidson fulfills dreams. I think it's everybody's dream to explore America. Riding from one border to the next border I think is a fascination and something that everybody would like to do in their lifetime. Unfortunately, they can't do it like the old guys did on horses. So we're doing it on iron horses.

Registered riders had mixed feelings about the route chosen for Posse II, however. While one rider believed that "they picked a good one in choosing the Road to Nowhere," others thought the route "just wasn't that scenic, period." For most, though, it was the ride, not the route, that was important above all.

Regardless of the way it goes, we probably would have gone anywhere. And this would have been maybe our last choice, if we were choosing a route, but we would have gone regardless of where they took us. They could almost take us anywhere. Which is kind of what we thought about this trip. It was

like, all right, OK, we'll go. Don't know why, but we'll go. Yeah, we're part of it now. --  Barbara, age 56, Posse I and II RiderThe popularity of the first Posse Ride, and the expectation that there would be both "repeaters" and new registrants, resulted in the decision to allow five hundred H.O.G. members to register for the Border-to-Border run. This ride also "sold out," but owing to cancellations the final registration was about 425 H.O.G. members. The number of rally participants impacts many logistical considerations, including the availability of adequate lodging, the size of meeting halls, food and entertainment, and even traffic and rider safety, among other things. Dowd comments on the Posse II size:

We thought that around 400 would be a good number to limit it. One is if you do limit it, those people who got on the ride feel they're more special to be there. One of the guys said to Mike Keefe, 'Are you going to do another Posse Ride? What kind of limit are you going to put on it? 200 like last year?' And Mike goes, 'Well, we really hate to tell people, No, they can't come.' That's why we wanted to raise the limit. And the guy goes, 'Well, you told me I couldn't come last year.' Which was ... I guess it's true. But he's here this year. We told him he couldn't come last year, and he's here this year. So, I think that around 400 will be a good number for us to manage. There may be a couple of other opportunities for more story nights ... somehow facilitating that.

Exibit 4

Exhibit 5Posse Route

MEET THE RIDERS On June 12, 1999, a diverse group of 400-odd Harley enthusiasts begins to arrive in South Padre Island, Texas, for the start of the second Posse Ride. Six participants (profiled above) - Brad Fountain, Alan and Lisa Landry, Barbara Hammet, Rich Parry, and Jeff Peterson - are singled out from the crowd and followed throughout the duration of the ride. These hardy souls are men and women with different socio-economic backgrounds from varying geographic locales, who represent a cross section of riders in the Posse group. Three of these riders are veteran Posse members who have fond feelings and an understanding of the ride from their experience in 1997. The other three riders are new to the Posse and provide a

fresh vision of the ride experience through "unwashed" eyes. You will "see" the Posse Ride through the eyes of these informants, listening to their words and stories, and learning of their experiences as they evolve through the 10 days of the Ride.

Other Tidbits: Brad received his Harley the previous year as a gift from his wife: "I have always ridden a bike all my life. I gave up my bike to marry her so in return, on our 25th anniversary, we went by the Harley store 'cause she wanted to buy some jeans. She was looking at the jeans, and said, 'why don't you go try sitting on that bike?' So I did, told her to come sit on the back. The sales manager came by and says you guys look really good on that bike, and she says 'Yeah, we'll take it.' I turned around, WHAT! You know it was just unbelievable." Now, as soon as the spring weather turns warm in Canada, Brad Fountain (local H.O.G. chapter Manitoba, Canada) gets "the riding bug really bad." He looks forward to the camaraderie on the road that comes with being an owner: "Riding by yourself it's a long road, but when you're riding with a group it's more of a nice atmosphere, like you're all buddies so to speak. It's a good feeling to have a bunch of friends around." Brad decided to go on the Posse "on a spur of the moment thing." He phoned up his friend Yves, who had registered for the Posse in February, and was due to depart for the ride the next day. "I am going with you. I asked the wife and she said 'yeah, get lost!', got my gear ready and boo, I was gone." A jovial fellow, Fountain jokes with everybody and makes friends easily. On the Posse Ride, he quickly connected with Marie and Jim Stephens, a couple from Louisiana, who travel with a trailer behind their motorcycle. Said Jim Stephens, "We were stopped at a gas station on the way down when Brad and Yves came in. They got their gas and pulled over to introduce themselves. Brad looked around and saw the trailer and then teased Marie with, 'Make-up, eh?' Ever since that time, he and Marie have been at it pretty good."

Other Tidbits: Alan Landry (local H.O.G. chapter Orange County, California) got his bike "because my wife Lisa kept telling me to stop messing with hers. Three weeks later we had another Harley." Alan thinks of himself as "a Harley person," an unspoken "cultural understanding" he believes he shares with other Harley riders. "It's hard to put your finger on that, but you know it when you see it. We all know what that means but we could never describe it." Landry likes the warm welcome that Harley riders receive on group rides and enjoys the adventure of traversing a large expanse of America. "Riding speaks of freedom. It's kind of like the open air, the open country, the open road, the go where you want, stay where you want, do what you want type of an attitude." Riding for Alan is, in fact, somewhat of an escape from his everyday life in the corporate world. "The more affluent people that are going into riding now are looking to capture a little bit of that wanderlust, that little freedom spirit that maybe the corporate empire has taken away from them. At least that's certainly my experience." A veteran of the first Posse Ride, Alan looks forward to Posse II: "It was the best vacation we ever had. And I have been all over the country, all over the world."

Other Tidbits: Lisa Landry (local H.O.G. chapter Orange County, California) started riding motorcyles after accompanying a friend to a rider safety class. "I came home and said to my husband 'I am getting a Harley.' And he said 'Forget it, it is never happening.' That was four bikes ago. My kids were really embarrassed when I started riding. Their mother was a biker? This very feminine middle class suburban housewife is now wearing leathers to school? Now the kids think it is cool. Nobody else has a Harley-riding mother!" Lisa went on the first Posse Ride: "It was an experience that changed me forever. You cannot say that there are very many women in the US that have ridden their own motorcycle coast to coast. It's a wonderful experience and an empowering experience. I would not want to participate in a ride like this without Harley, though. It is a mystique, a lifestyle as opposed to a brand." Lisa and a friend rode 1,800 miles from their home in California to the start of the Posse II in South Padre where she joined up with her husband, Alan Landry ("Alan trailored his bike to economize on time"). Lisa and Alan's three children, ages 10, 12 and 15, will spend the time with relatives while "the parents enjoy travelling across Middle America." Lisa likes road trips, not stationary rallies, and particularly enjoys the showmanship of an event like Posse. "Everyone wants to talk with you if you ride a Harley and you get to know so many more people than you normally would. Harley is a real social facilitator. I don't see people going up to Honda riders and saying, "Hey I've always wanted to ride a Honda!" Both Landrys enjoyed the first Posse Ride and looked forward to the announcement of the second ride. "The minute the Border-to-Border ride was mentioned in Hog Tales, we signed up."

Other Tidbits: Barbara Hammet (local chapter H.O.G. New Orleans, LA) is a Posse veteran. "We went on the first ride and met such wonderful people, and got to see half the country. So we figured this time, we'll go see the rest of the country. We have been gearing up for this for a full year!" Hammet went on the first Posse Ride acknowledging that most people don't understand her involvement with Harley. "Everybody in my town knows I ride a motorcycle and they think it's kind of funny, because they still have the impression that it's about motorcycle gangs and Hell's Angels and they can't believe this nice lady is riding a Harley!" Not even hardship can convince Barbara not to ride. Hammet and her husband suffered a serious accident a few years back when riding in bad weather, but "after thinking about it long and hard, we decided that motorcycling and long trips were such a wonderful family experience that we just weren't willing to give it up. We take trips every year all of us - me and my husband, our son and my daughter and her husband - it is a big thing for us. We all did the first Posse together and now we are here to do the second. All of us. We even had to schedule my son's wedding around this event because the Posse was originally in the middle." The "American values" associated with Harley motorcycles are also important to Hammet: "It almost sounds hokey but it is American. Makes you feel good." Barbara also likes that Harley management comes along for the ride. "It's kind of nice to see that they seem to be interacting and enjoying it and not just pointing the finger from afar, getting in their trailers and meeting you at the next stop. It just makes you think they believe in what they're doing and in their product and it seems like a really good way to manage things." Most importantly, Hammet simply enjoys the visceral experience of the ride. "Motorcycling enhances all your senses, it's a total experience. You're sitting out there and you can experience all the smells and your peripheral vision allows you to see everything. You are just THERE."

Other Tidbits: Rich Parry (local H.O.G. chapter Gary, Indiana) purchased his Harley motorcycle last year and happily joined the Harley Owners Group as a great way to meet people who share "a common bond, a love of riding." The second Posse Ride fit conveniently into Rich's vacation schedule. Parry considers the ride "the ideal way to personally challenge my abilities on the motorcycle." The Posse is, in fact, his first long distance ride. "I learned about it a year ago when I first got my bike, and found out about this motorcycle organization called H.O.G.. I signed up with H.O.G. originally just to get their towing package, but when I realized they sponsored rides I said, 'Hey I'm in, let's go.' To say that I've made a 4,600 mile tour is just something -- you know, it's bragging rights. I did it. I can do it. I figured hey, it is doable - if I can ride 100 miles on a bicycle in a day, why can't I ride 300, 400 miles on a motorcycle?" Parry likes the Harley style and gear, a welcome change from the corporate style he maintains on the job. "I like to loosen up a bit with the look. The head-wraps and the leather and everything -- I like it. It looks good." He also likes the common bond among Harley riders. "There's a patriotic sense that goes along with riding a Harley motorcycle. I like the product and the company stands behind it and behind motorcycle culture. We'll see how it goes," he says. "The whole point is to meet people along the way, and take whatever comes, right?"

Other Tidbits: Jeff Peterson (local H.O.G. chapter Muncie, Indiana) made the trip to South Padre Island in three days with his buddy Dale Webb, a feat that was "important to their reputations back home." Both Dale and Jeff are participating in the mileage contest sponsored by their local chapter and are proud that the Posse Ride will give them an upper hand. "If a new rider comes into the dealership while I'm there, the dealer will brag about how many miles I've ridden, and it's also something I'm proud of." Jeff is also interested in the historical locales that the posse will visit along the way. "The Harley-Davidson motorcycle is a toy, an expensive toy and it says something to me as a man that I have made an accomplishment in life that I can afford this thing. And what I'll gain from this particular trip is the pride of saying that I've been on it -- this Posse Ride is well known in the Harley-Davidson group as one of the longest rides."

GATHERING IN SOUTH PADRE ISLAND, TEXASPalm trees and hot sun greeted H.O.G. members on Sunday, June 13th for the official start of the Second Posse Ride. At the No-Host Rendezvous held at Louie's backyard there were reunions and introductions as Posse members new and old became acquainted and shared stories of the road.The ride to motorcycle rallies has been described as a pilgrimage. Riders talk of the exhilaration they feel as they approach a rally site and converge with fellow pilgrims. For Posse riders, the pilgrimage to South Padre represents just the beginning of the ride.

The longest distance I've ridden on my bike previously? Coming down here to this Posse Ride. I think the longest was 670 miles, one stretch. And we did that in, I think in 10 hours, so we've been really clipping, going about 80+ I guess – Brad

We are from Muncie Indiana. We left Friday, about five o'clock in the morning. Our first stop was Little Rock, Arkansas. And we rode approximately 600 miles. We stayed there Friday night and Saturday night we stayed in San Antonio, Texas, which is another 650 miles. And then come on in here yesterday. With these big bikes we can do it, even though we're not young men, we put 'em down the road – Jeff

The excitement and elation is palpable at the No-Host Rendezvous. It builds throughout the day as the lone biker becomes one of ten, then twenty, and then hundreds who have converged upon South Padre

Island in order to share in common activities, to see and be seen, and to validate one another in their mutual commitment to the passion that has brought them together.

You're gonna find a little bit of everything. From the veteran Harley riders, 30 years riding from the time that Harley was an outlaw issue to the doctors and lawyers. But you're going to get a chance to meet some really friendly people. The people that come to this kind of a thing, they generally like to interact. They want to talk, they want to share experiences. They want to talk about what brings us all together: the love of riding our Harleys. – Alan

The major reason I am here is so that my son could have an experience with me that he'll remember the rest of his life, even after I'm gone, and pass it down to his children and take it on with him. My father never took the time to do anything that was just him and I. And I wanted to carve out something that would just be special for the both of us. And it does not get more special than this ride. -- Al, with his son Nathan, the youngest person on the ride

A look among the crowd reveals more than one rider who has tattooed the Posse emblem on his or her body. In the Harley subculture, an important indicator of status is commitment to riding, and the Posse ride is distinguished from other H.O.G. rallies in several ways that might convey such dedication. The Posse is the longest among H.O.G.-sponsored events, both in terms of mileage and days on the road. Riders that complete the run can truthfully claim that they have traversed the country on their motorcycles. That registration is limited adds a degree of exclusivity: a participant knows that s/he has done something that most other riders have not.

A lot of our people can't ride this far or won't ride this far. If I wasn't doing this, I'd be home mowing grass, or working on something, or planning someplace to ride to. Instead of, "I own a motorcycle." If you own it, why not ride it? I've seen people trailer these things. Trailer 'em down here, and trailer 'em back home, just ride around the stops. That is not the point! We ride! Even when the season breaks for us, we still ride. It may be cold, it may be raining, we keep on going. Not many can say that. – Jeff

Watching the crowd converge, one is struck with the number of riders who seem to be rekindling old friendships, many of them struck during other rides such as this. As one considers the Posse participants, there is a segment that might be described as "Rally Junkies." The Rally Junkies take in as many of these types of events as possible. In a year's time, they may have participated in a host of rallies such as the Blues Cruise, Rolling the Coast, and the Posse Ride.

So we chose it because it was the second Posse Ride, and we were hopeful, and it was true, that we would run into a lot of the people that we had ridden with the first time. That's really neat when that happens. – Barbara

This is my fifth ride this year. I see lots of familiar faces. Lots of familiar faces. – Jeff

More than one manager from Harley-Davidson Motor Company can be spotted among the Posse crowd as well. Many of Harley's employees, from union labor to the executive suite, actively ride and consider themselves "bikers."

I am a rider now. I am not a factory person. I'm not a customer. I am not a suit. I'm not an executive. I'm not part of management. I'm a rider. . . .The first posse ride I clearly did as a quest from Portland to Portland, from coast to coast. Because I hadn't been riding that long, and so the challenge was there to see if you could actually be upright on a bike for 10 days straight, and make it across country in all kinds of weather and conditions. So this ... it's a quest like that. -- Dave Storm, Vice President of Information Systems at Harley-Davidson Motor Company

Within the Harley organization, there is an expectation among leadership that executives participate in at least one event annually. By riding with the Posse, these executives feel that they learn a great deal about their customers, their customers' needs, and their customers' experiences. Participation at events, however, does take time away from the day-to-day requirements of the "office." These

opportunity costs are balanced against the benefits of participation. Many of the executives feel the time is well spent and that it supports their ability to meet other important obligations.

One of the pleasures of putting on a Harley Owners Group ride is I get to be their guest and just play average Joe customer. And that's important. Driving experience, riding a motorcycle just like our customers do. So, I arrive like everybody else, stand in line like everybody else, and that's part of our bonding with our customers. -- Clyde Fessler, Vice President of Business Development at Harley-Davidson Motor Company

When I go on these rides, I go for two purposes. One is to really get close and to understand our customers, and listen to them, how they feel about not only the product, but about the whole Harley Davidson brand and what we're offering as far as rides, what we're doing as far as all the ancillary products that we offer with the services. But I'm also on the product planning committee. So getting on a Harley and riding, experiencing what our customers feel as a first-hand experience, I can relate when we're designing our next type of motorcycle. – Fessler

Talk at the No-Host Rendezvous invariably turns to the road that lies ahead. Given the limited information provided by the Motor Company, riders have only fuzzy expectations about the specifics of the event they have just embarked upon. They do share, though, a couple of common beliefs: they expect to ride and ride hard, and they expect to have a good time.

I'd say the first you've got to do, is like to ride. If you don't like to ride, you won't like this thing. Two hundred fifty miles in a day is a lot of riding for a lot of riders. There's a lot of just 50, 60 milers, or go down to the bar and have a beer and come home riders. This is definitely not for them. So you've got to like to ride. You've got to like the idea of going into a new environment and facing adverse conditions en route. Whether it's heat or rain or, in some cases, we didn't get snow last time, but it got pretty darn cold in a few areas. But that's part of it. You've got to like the adventure. You've got to like the freedom that the road offers as well as the challenges. Then being able to come together and share the war stories and have a beer and have some good food and have some not so good food. – Alan

It is not surprising that riders have unclear expectations about the event since the H.O.G. design philosophy favors spontaneity. As previously mentioned, story nights first emerged unplanned at the initial Posse Ride, and have since been considered a formal and integral part of the experience. So too, the oath. The No-Host Party organizing the day is itself testament to the primacy of spontaneous events in H.O.G. rally design.

I think one of the smartest things they've done this year is that they have these no-host parties where you know that a lot of people that are on the trip are going to be.... and particularly when we're spread out at so many different hotels. You can go there and you can talk to other people and - and so - they didn't really have that two years ago. They had more formal activities. But the no-host things they didn't have. And that's one thing, you let your hair down a little bit, particularly if it's a two night thing, and you're not riding the next day, if you want a couple of beers or something like that, you feel free to do it, and everybody loosens up and gets to know one another a little better, so I think that's been a real positive part of this one, a little different. – Amanda

GEARING UP FOR THE RIDEThe RoutePosse GuidePosse Registration Package pickup was held on Monday, June 14th, and H.O.G. staff were on hand to answer any questions. "The structure is kind of loose during the day," said Joe Dowd, the Posse Marshal, "and then we try to gather them back together in the evenings. Whatever they experience during the day on their rides, they can bring that back to the group in the evening and share it with the other riders." The registration packet included an identifying orange wristband that would get participating riders into all Harley events, a badge commemorating and identifying the event, and the all-important Official Ride Guide for the Border-to-Border Posse Ride (See Exhibit 6 ). This booklet,

"conveniently sized to fit in your back pocket," contained the ride itinerary, including information about all the overnight, special event, meal, and dealer stops to be held along the way, each complete with directions. The Guide also contained a glossary, a map of the route, and text for the official Posse Oath. At registration, some Posse riders were also asked to fill out a survey about their feelings as H.O.G. members and riders of Harleys. (see Exhibit 7 ).

On Monday evening riders gathered for the Kick-in-the-Pants Kick-off Party. General information about the ride was discussed and "a great dinner was served."

Opening DayDowd introduced Posse riders by their respective states, and asked the oldest ("Ninja Tom" Cassidy, aged 80) and youngest (James Threw, a lad of six years of age) Posse riders to stand. Riders got their first official stamp in the Ride Guide and re-affirmed their commitment to their fellow Posse riders and the Harley brand through recitation of the oath. Participants were then asked to share their stories of the ride down to South Padre Island during Story Night. Although the night air was warm, the evening ended with a gigantic bonfire and the music of Yellowhammer, a local rock band. "It's only 110 degrees outside, but you know, these things sound great when you're planning them in Wisconsin during mid-winter," commented Mike Keefe wryly. Despite the heat, everyone milled around happily, enjoying the good feelings and anticipating the official start of the ride the next day.

Exhibit 7Posse Ride II Pre-Ride Survey Results

Base: 58 Posse Riders* Mean Bottom 2-BoxDisagree %

Middle 3 Box%

Top 2—BoxAgree %

I would sign up for another long distance HOG rally

6.4 3 11 86

If I were to replace my bike, I’d buy another Harley

6.4 7 4 89

Harley really understands what riding a bike is all about

6.1 3 21 72

I feel a sense of kinship with other Harley owners

6.0 7 14 79

I have made lifelong friends because of Harley 6.0 7 21 72

I really understand what Harley is all about 5.7 3 31 66

I would recommend this ride to a friend 5.7 3 45 52

I am satisfied with HOG 5.7 11 24 65

My Harley says a lot about the kind of person I am

5.4 7 38 55

My Harley is an integral part of my daily life 5.3 7 42 55

No one but Harley could put on an event like this 5.2 10 35 55

Harley really cares about me as a customer 5.1 3 42 55

Harley really understands my needs 4.8 13 49 38

*As measured on 7-point scale where 1 = disagree strongly and 7 = agree strongly

The Road to Laredo, TexasWhen dawn arrived on Tuesday, June 15th, the Posse members were finally ready to roll. The riders assembled and cruised together over the bridge that joins South Padre Island with the mainland. It was quite a sight - a trail of 400-some-odd bikers stretching two miles in length. The Posse Ride was on its way.

The first scheduled stop was at the Mexican border where riders assembled for a group photo. Then it was on to the first of many dealer stops scheduled along the route.

We always try to route these things through our dealers - when people need oil changes and things like that and everybody wants to buy a T-shirt, we ask the dealers to host a party. The best one involved a local radio station -- really creative, lots of news coverage. Two years ago we had a guy in Duluth who dressed up his entire staff and decorated the dealership in a cowboy motif and he had a thousand people from the surrounding area. People drove from Milwaukee to Duluth because they had heard about this thing. So, it really generates a lot of excitement, not just with the people on the tour, but with riders in the local area, people that aren't riders that want to see what this is all about, show up and talk to us and -- it's very, very interesting. And great added value for the dealers. - Joe DowdIn addition to providing opportunities for interesting rider stops along the route, dealer visits offer benefits for Harley managers participating in the ride as well.

To me to stop at a dealer is important, to talk to the dealer and see what's happening in the dealer, see how the dealer treats people and see what the dealer's store looks like and their staff and all that kind of stuff. I think we'll see probably about 10 or 12 dealers on this trip, so that will give me a good cross-section of dealers - to get out for a trip and specifically go to an area and see three or four dealers and see what's on their mind and that sort of thing is a nice opportunity. -- Dave Storm, VP of Information Services, Harley-Davidson Motor Company While beneficial to riders and management alike, dealer stops are not strictly controlled by H.O.G.. The events are spontaneous, and associated with some degree of risk.

A lot of the spontaneous stuff I think happens at the dealerships. Which is actually a planned event, but it also becomes spontaneous because there's nothing scheduled other than that stop - we don't even know what they're doing.

On the Way to Laredo and the Leather Factory

Nobody knows until they get there. So, it is sort of spontaneous, because in our information that we give them, we don't talk about the details of like the pitchfork fondue. So, all along as we're coming up the road, they know that there's going to be a pitchfork fondue, but when they get to, let's say San Antonio, they don't know that the dealer's got this whole big spread. They know he's going to do something, but they don't know exactly what it is. It's kind of interesting because a lot of people will come up and say, "Man, that was fantastic at this dinner thing." Well, it's fantastic because they didn't know anything about it. There's no expectations. I think when we set the expectations, we've got to go the one step higher. When we don't, if we just give them a little bit of information, anything is great. But of course, you know, dealers being individuals, some do very good jobs, some don't. That just comes with the territory.—Dowd

That Harley dealers sell vehicles is really their only similarity to the typical auto dealer where most consumers buy their cars. In addition to buying motorcycles, bikers visit dealers to shop for accessories, acquire a wardrobe, and service their bikes. Whether for warranty service or emergency assistance on the road, Harley owners look to dealer service technicians for the expert assistance or advice that will keep them on the road. Harley dealers accommodate varied customer needs by maintaining an eclectic product and service mix, which in many ways is assembled to reflect the needs and tastes of local owners. In addition to maintaining (or trying to) an inventory of motorcycles to sell, the Harley shop, for example, stocks a variety of parts and accessories which include items ranging from free-flowing exhaust systems that are tagged for "off-road" use only to gaskets for old Shovelhead engines. Apparel also consumes a large share of dealer floor-space; bikers can buy such

functional fashion items as licensed leather jackets and chaps, Harley-branded boots, and denim jeans. The dealers also tempt riders with collectibles that include custom printed T-shirts, toy trains, and even Harley-themed Christmas tree ornaments. One rider offers his impression of dealer visits along the ride:

I see these new dealerships that have been built - they're fancy - I understand they're designed by Harley-Davidson. They're fascinating. One of the nicest or one of the most unique dealerships I've been into this year was the Long Horn dealership in or around Dallas somewhere.

In San Agustin Square, LaredoMan, that's a neat store. There's another one in - I think it's Charlotte because they got a bank teller cage in the middle of the floor, an antique teller cage. That's neat - yeah, that's nice - let's go to the dealership, let's - just to see their - how well's their service department, how clean's their floor - what have they got to offer. The only thing I'm going to buy there is a T-shirt to tell where I've been... Now, there are a few items that dealer may have that my dealer doesn't carry. Or I may get some ideas from that dealer and go home and have my dealer order. But to buy things on a trip, you got to have room to carry. You can't go loading up on motorcycle accessories and expect to carry. – Dale Similar to their role in the Posse Ride, the dealership also advances various social functions, serving as a central place where riders congregate to share stories of the road. Members of H.O.G. typically meet monthly, often at the dealership. Sponsoring dealers frequently are active participants in the culture and share in the camaraderie of the group.

Of course, the sponsor of the chapter [the dealer] and I are good friends. I can go in and talk to him about how's home life and all this stuff. – Jeff

In addition to making dealer visits, Posse riders on route to Laredo can also take a tour of the Pharr Brand Leather factory. A manufacturer of Harley leathers, the Pharr factory gives riders a short tour and provides them with snacks before sending them on their way. Finally arriving in Laredo to the sound of a mariachi band at San Agustin Plaza, Harley riders have a free evening to enjoy the city or walk across the border for a true Mexican meal.

On to San Antonio, TexasThe highlight of the next trip segment, running Wednesday June 16 through Thursday June 17, had to be the Honorary Rough Rider Recruitment at the Menger Hotel. The event culminated with an encounter with none other than Teddy Roosevelt himself (see Exhibit 8 for photo of the Original Rough Riders). In keeping with the Posse theme and Harley riders' love of Americana, riders were asked to swear in to the Rough Rider club, each receiving a special pin to commemorate the experience. "H.O.G. management is doing a lot of American history along the way, and I think it's important," said Barbara Hammet. " I think Harley people in general are very patriotic, and I think that touring the United States is important and getting the taste of history is important. Teddy and his Rough Riders is definitely a part of that. He was all about facing challenges, the spirit of adventure. Check out this quote here, from Teddy himself. It is quite fitting for our adventure, don't you think?"Far better it is to dare mighty things, to win glorious triumphs, even though checkered by failure, than to take rank with those poor spirits who neither enjoy much nor suffer much, because they live in the grey twilight that knows neither victory nor defeat Teddy Roosevelt, June 24, 1900, after the U.S. enjoyed its first land battle victory during the Spanish-American War, and the Rough Riders prepared to face their next great challenge.

On the Way to San Antonio, TexasBarbara, like many other Posse riders, stayed at the Menger Hotel to get a picture with Teddy to commemorate the event, and to attend a special Rough Rider History Presentation. "Harley knows how to put on an event," said Alan Landry. "They present experiences we wouldn't have otherwise and plan events we might not attend if it wasn't for Harley's involvement." In the afternoon, Posse riders were free to tour the city, which included for many a visit to the historic Alamo (see Exhibit 9 ).

The ride to San Antonio culminated in a stop at the Alamo City Harley-Davidson dealership. After a great meal, motorcycle servicing, and a little music to unwind by, everyone was ready to get on into the city for a night on the town and a chance to watch the NBA playoffs. "It takes about 3 or 4 days for everybody to loosen up a little bit. After a while you start running into the same people once or twice, and you talk a little bit, then everyone starts waving when you drive by and the camaraderie grows," commented rider David Fournier.

Party in San Antonio

Across the PlainsThe next trip segment took the Posse across the Great Plains. The expanse of the plains can seem daunting to some, but as the H.O.G. Posse riders sped northward, the openness of Oklahoma and Kansas led only to more fun times. The group ethos began to gel with the formation of groups and friendships and the intimate road experiences that bind close friends. Riders picked up T-shirts at many of the dealer stops, hoping to keep some of those memories fresh in their minds, or to impress their friends with branded reminders from their travels. In these and other ways, T-shirts served as important markers of one's participation in the Harley biker subculture, and one's specific role in it.Back home it's sort of a little prize if you have the T-shirt that is the furthest away. It's just a good opportunity to show people where you've been, and especially for us in Canada, it's really a big deal. Shows we do get out some, you know? – Brad

The Posse Ride logo will be a big sense of pride because there's only a few hundred of us on this ride that are participating, and there is a tremendous body that knows what the Posse Ride is. Now, when someone sees that they'll say oh, he was on the Posse Ride. So that gives me a sense of pride that I participated in this ride. What I expect and how important is it to me to have T-shirts and pins? I never buy a T-shirt if I haven't been there. What I show on my T-shirt, I've been there to buy it. I didn't have someone do it for me. – Jeff

During the Ride, T-shirts could be obtained both at the dealers, as well as through the H.O.G. mercantile which displayed its wares at various stops along the way.

The Posse riders weren't the only ones having a good time on the ride across the Plains. H.O.G. staff and Harley-Davidson managers were enjoying the experience as well, sometimes riding together, other times splitting up to join the larger group. One afternoon during the Plains ride segment, Joe Dowd came up with the idea of furthering the thematic fantasy aspect of the ride by creating a group identity for those directly working for Harley and H.O.G. Earlier, he had seen a party of riders create an identity they called the "James Gang," the name chosen to imply "a shoot-'em-up outlaw crowd." The James Gang created T-shirts for their members, and hung "Wanted" posters at nightly stops. Thinking this might be fun for others to try, Dowd created his own outlaw gang, complete with T-shirts and business cards, which he handed out to all Posse riders at dealer stops throughout the day.

Across the PlainsAfter three days of riding through the plains, the riders arrived in North Platte, Nebraska, and were treated to a party at Buffalo Bill Cody's Ranch. An introduction by the mayor, entertainment by Red Steagall, the "Official Cowboy Poet of Texas," and a great plate of buffalo stew satisfied many of the Posse riders. But others were still upset by the T-shirt fiasco that had clouded events that morning. Fearing a shortage of special H.O.G. T-shirts because of an earlier shortfall in San Antonio, numbers of Posse riders had lined up at the H.O.G. mercantile two hours before it was scheduled to open at 8 am. When this advance planning still resulted in many being forced to walk away empty handed, angry customers abounded. "We religiously signed up for the T-shirts at the beginning of the trip like they asked us to so that we could make sure that we had the ones we wanted ," complained Barbara Hammet. "Harley certainly has enough money that if they have to eat a shirt or two, it shouldn't matter. They should do that rather than make all their people mad. There is no reason for them not having shirts for us all." Alan agreed:

Well, you go on a ride like this which not everybody in the world can do, and it's a memorable thing and you want something to commemorate the experience, so you wear the T-shirt somewhere and someone says wow, were you on that ride? So, yeah, it was - it was a big deal. A really big deal.

Travelling to Pierre, South Dakota By Day 10 of the Posse, as riders entertained thoughts about finishing, management, too, began contemplating what they had learned. It was a philosophy of customer feedback unique to Harley-Davidson. Dowd explains:

Well, feedback, that is our number one priority on any event that we do. We want to know what we can do to make it better. What they thought was really good. Those elements are the - are what will happen on the next tour. We've been here really listening. We make ourselves available. What we call it is staff appeal. On tours we amplify our staff appeal which means we don't have our staff busy doing a lot of things. We have them busy talking with the customers. We talk and we learn... My boss says, 'You need to be close to the customer.' And I always tell him, 'I'm so close to the customer, I am the customer.'Some H.O.G. members on the Posse criticized what they felt was a lack of concern for their personal opinions about issues such as route selection and rally execution. They cited a lack of surveys and traditional feedback mechanisms. Keefe comments:

What they don't see is the research that occurs unobtrusively through participant observation by management and by ethnographers on the corporate payroll. H.O.G. management is eminently accessible to the ridership and their opinions by virtue of being present on the rides and interacting with riders, even to the point of forming interpersonal relationships. Our riders aren't shy. They like to complain. If there is something on their minds, they tell us, we can be sure of that. We also conduct a name survey each year to tap members' satisfaction with H.O.G. rallies and events. Now the sample is small admittedly, but we do conduct that research each year. I guess these folks just haven't had their name picked as yet so they don't know. But I'm not sure we really learn very much from that type of research anyway. The numbers are typically very high across the board - 3.7s on a 4-point scale - so we really don't take much away from that. Dowd elaborates:

Travelling to Pierre, South DakotaI was a rider before I was a Harley-Davidson employee so I relate more to the rider. Personally I tend to move closer to the customer on these rides, and we become very good friends. I have friends all over the country where I've actually stayed at their houses. For you to get a call from a customer that says, 'Hey, if you're coming out here, stay at my house.' I mean how often does that happen in a company? More times for me on this ride alone I bet than for all those companies combined.

Into Minot, North Dakota A weary band filled with mixed emotions rolled into Minot, North Dakota, on the eleventh day of the ride. All had experienced great expanses of prairie from the unique, close-up perspective of the iron horse. What many had expected to be a vast, empty quarter had turned out to be full of magnificent vistas, warm hospitality, and Americana at its most "down home." "I never thought I would actually enjoy this route," said Jeff. "Thought it would just be tolerated as a necessary evil for experiencing the Posse adventure. But this country has been absolutely beautiful. Who would have thought? I am really glad I got to see it this way - not something I would have selected on my own."

Perhaps because the end of the ride was drawing near, many riders turned their thoughts to the future. Already they were converting present experiences into the memories and artifacts that would be shared with friends and family in the months to come. It was in Minot, North Dakota, that the days on the road began to coalesce into a significant personal milestone. Alan and Jeff comment:

We'll talk about this ride for a long time. I'll bet this ride comes up in our conversation a half a dozen times a month just because we've got pictures, we've got events, we've been gone a long time. It goes in our Christmas card. We took our Christmas card shot today on one of those big outlooks over the

Missouri River. So I mean everybody is going to know about it. It's great. We made post cards that said Posse Two and it had our route that we sent to everybody we know. So it goes on and on. -- AlanThe whole ride in general, yes, that's an accomplishment and that's a sense of pride. You took a 5000-mile trip on a motorcycle? Yup, and I'd do it again. So the conversation is going to come with people and it will be talked about for years. It's a memorable experience. If I never make another one it's a memorable experience. Those are memorable experiences that you never forget. You'll never forget and you'll never let go of. This will be one of them in my life that you just can't let go of. -- Jeff

On the Way to MinotAs they reflected back on the trip, the riders sensed that the time of good-byes and separations was near. It had been a good experience, but not without its disappointments. Many found their elation marred by a continuing roller coaster of procedural ups and downs, which bumped, rolled, and jostled all the way through the closing ceremonies. Many had kept their criticism of rally management to themselves, perhaps to keep from spoiling the trip, perhaps because the prospect of another day of riding always held with it the hope of improvement. By the time they reached Minot, however, it had become clear that, good and bad, the Posse Ride was what it was. It was a time of assessment - of the ride, ride management, and the overall experience. Day runs could have been longer, some thought; hotel parties better coordinated. Management could have been "more visible," and more attentive to the diversity of the crowd. Alan Landry had hoped that part of his second Posse experience would include a chance to make personal connections with Harley-Davidson personnel. This important expectation, whether reasonable or not in the context of a 400-person event, was unmet. Lisa comments:

I really think that H.O.G. needs to revisit the way this ride was run. Granted at the end, it seemed to come together, but it needs to be run - it needs to be run tighter.

By the time of the riders' arrival in Minot the so-called t-shirt fiasco still had not been resolved, and suspense filled the air. The question on everyone's mind was, "Will H.O.G. come through this time as promised?" Then the announcement came: the T-shirts were there. Everyone with a Posse Ride passport was admitted to a room where, at the end of an orderly line, shirts were handed out. Even the most disgruntled riders exited the door with smiling faces. A nice dinner ensued. Relaxed riders enjoyed the meal and camaraderie, and many of them relished the stories they were saving for the much anticipated story night later that evening.

Closing CeremoniesThat should have been the happy ending of the ride. Unfortunately, in the opinion of some, it was not. Closing remarks from H.O.G. management, although warm, well intended and well received, seemed to drag on. Then riders were informed that their official ride certificates would be distributed to them ... at the end of yet another long line. Ultimately, by the time story night began the majority of the weary riders had already given up and gone, either to their beds or in small groups to the bar. What might have been the Posse Ride's grand finale turned out, according to one rider, as a "smattering of fireworks with too many duds interspersed among them." Caki (a young woman of 34 riding with her mother) comments

The lines were a little bit too long. And two lines is way too much. I think they could have done it with one line, or mailed the certificates to you, or possibly let you order T shirts ahead of time and have them sent to you, sent home or sent in your packet. It would have saved two problems. One, they wouldn't have had to carry them across the country, and two, we wouldn't have to carry them back. And I don't think it would have been as much chaos getting them. After we got out of that line, we turned into another line to get our certificates, which again could have been mailed home, or they could have done it in one line. I think those three-and-a-half hours spent right there in line last night could have been used to hear the road stories.

A post-survey follow-up (see Exhibit 10 ) was administered to a group of riders as the night drew to a close.

Exhibit 10Posse Ride II Post-Ride Survey Results

Base: 58 Posse Riders*  Mean Bottom 2-BoxDisagree%

Middle 3 Box%

Top 2—BoxAgree%

I would recommend this ride to a friend 6.5 - 17 83

My Harley says a lot about kind of person I am 5.5 - 50 50

I really understand what Harley is all about 5.5 - 42 58

My Harley is integral part of my daily life 3.8 42 33 25

Harley really understands my needs 4.2 33 50 12

No one but Harley-Davidson could put on event like this

5.3 17 33 50

If I were to replace my motorcycle I’d buy another Harley

7.0 - - 100

Harley-Davidson really understands what riding a bike is all about

5.2 17 33 50

Harley-Davidson really cares about me as customer 4.8 17 33 50

I have made lifelong friends because of my Harley 6.2 - 17 83

I feel a sense of kinship with other Harley owners 6.3 - 17 83

I am satisfied with HOG 5.1 17 50 33

I will definitely sign up for another long distance HOG rally

7.0 - - 100

*As measured on 7-point scale where 1 = disagree strongly and 7 = agree strongly

Peace Gardens, U.S.-Canada BorderDay 12 - the final day of the adventure - began unheralded, and riders seemed subdued and thoughtful. They gathered at the local dealership for a final passport stamp and the slow parade to the Canadian border. At the Peace Gardens the mood became more festive as people reunited with their road companions. They told stories. They traded addresses. Some laughed. Some shed tears. Previous disappointments were all forgotten as they assembled for the group photograph that would commemorate their epic journey (see Exhibit 11 ). After the photo some riders mounted up. Others lingered, reluctant to let go of the magic. Finally they all headed toward their bikes amid promises to return, again and again, wherever the Posse might take them.

Peace Garden GoodbyesThe high emotions running through the riders at the Peace Gardens gave them something sweet to savor as they rode away. They departed in groups that would become smaller and smaller as the highway unwound itself, turn-off by turn-off, into the network of back roads that would carry them to their next destinations. Most went home. A few continued north to Winnipeg, site of the Canadian National Rally. Their saddlebags bulged with Posse memorabilia. In their heads and hearts they carried the memories and the stories that would ensure the continuation of the legend of the great Posse Ride.

Epilogue: Learning from the Ride

Mike Keefe sat in a Botinneau, North Dakota, bar with a core group of his management team. Keefe took a hit from his Budweiser.Great ride, folks, great ride. And thanks largely to all of you. But you know we can't stop there. We've got to learn from this. Take this "close-to-the-customer" experience we've just put ourselves through and really use it -- learn how to get it right. So, what went right? What went wrong? What does this experience tell us about how can we design the rides to make them better? Hell, let's not confine ourselves to operational details. We shouldn't be afraid to ask the really big questions, right? Have these rolling rallies earned their place in the H.O.G. portfolio? Do they address corporate marketing goals? Have we, or should I say, how could we, maximize their marketing and profit-making potential? I'd love to hear what you have to say about all this, so why don't we break, record our thoughts, and then get back together again once we return to Milwaukee. The new hire keyed in on Mike's words, with visions of the Posse still palpable and fresh in her mind. The ride was over, but the journey had just begun.