The Harley 105th generates a lot of attention and revenue for Milwaukee, but that doesn't mean everyone in this town is excited about the three-day event that will bring 40,000 bikers to Brew City.
Tim Schneider, for example, couldn't care less.
"If I had my way, I'd leave town for the weekend," says Schneider.
It's not that Schneider has a problem with motorcycles. Au contraire. Schneider owns The Shop, a motorcycle repair garage in Bay View, and spends most of his waking hours servicing bikes.
Japanese and European vintage and classic bikes, that is.
"We've never worked on Harley-Davidsons," says Schneider. "I'm not anti-Harley, I'm just not into the hype."
Schneider is not alone in his belief that the Harley scene changed over the years, and that today, it's populated with more bankers than bad asses.
Mike Rose exclusively rides BMW motorcycles, and says the BMW bike scene is more genuine than what he has seen in the Harley community.
"We're people who really just like to get out and ride. It's a lot less about showing off," says Rose. "A lot of Harley riders are into making noise and being seen. I couldn't care less about either of those things."
The average age of Harley riders -- and the average income level -- has gone up in the past 10 years, and the influx in "weekend riders" has some motorcycle enthusiasts annoyed.
Schneider says the Harley scene is more of an "external" experience for most of its riders, whereas "real" riders feel an internal connection to the sport, too.
"(The Harley scene) has become so washed-out and overblown," says Schneider. "It used to be guys with way too much facial hair and real leather and they rode with meaning behind it. Now, it's less about individuality."
Schneider says often he receives phone calls from Harley riders, inquiring about The Shop's services.
"Some (callers) are shocked when we tell them we don't service Harleys. Others ask how we stay in business," he says.
Despite the indifference towards Harleys, Schneider and his staff are extremely busy. The Shop has been in business for 12 years.
"The 105th is great for Milwaukee, for Harley-Davidson and for the economy," says Schneider. "Unfortunately, the reality of it means there are way too many guys zipping up and down the road way too loudly and drinking way too much."
Molly Snyder started writing and publishing her work at the age 10, when her community newspaper printed her poem, "The Unicorn.” Since then, she's expanded beyond the subject of mythical creatures and written in many different mediums but, nearest and dearest to her heart, thousands of articles for OnMilwaukee.
Molly is a regular contributor to FOX6 News and numerous radio stations as well as the co-host of "Dandelions: A Podcast For Women.” She's received five Milwaukee Press Club Awards, served as the Pfister Narrator and is the Wisconsin State Fair’s Celebrity Cream Puff Eating Champion of 2019.