MILWAUKEE -- While Health and Human Services Secretary Tommy Thompson travels the globe with the trappings of "cabinet secretary," there are a select few here in Wisconsin who know him simply by the moniker "Mudslide" -- an unfortunate ode to then-questionable Harley-riding skills when the governor started his Hog-riding years ago. On July 22, Thompson returns to his beloved Wisconsin to ride the roads again in his annual tour of the state -- with scores of VIPs and pols in tow.

And when high-powered Milwaukee CEOs like Northwestern Mutual Life's Ed Zore, We Energies' former honcho Richard Abdoo and Tamarack Petroleum's Jack McKeithan look for a respite, they, too, don leather and denim and climb atop their Harleys.

Just this week, Milwaukee County Executive Scott Walker saddled up for a Harley ride traversing the state to "brag about Milwaukee." Of course, that may have something to do with his broader political aspirations, but it's still good publicity for Harley-Davidson.

The Harley-Davidson motorcycle has become the vehicle for some high-profile people to relax, but it also has evolved into a thundering headline-grabber. And there's nothing like 750 or so pounds of chrome to help grab a headline. Bottom line: it's good for Harley, and it's good for Milwaukee.

Most recently, Harley-Davidson experienced a lovefest with Milwaukeeans during the company's 100th anniversary celebration. Last summer's celebration boosted tourism, with bikers depositing millions in southeastern Wisconsin's coffers while the company got the chance to dispel once and for all the old image of the biker as dangerous bad guy. The world watched Milwaukee as a parade of those new-image bikers passed by in a phalanx of male and female doctors, lawyers, captains of industry and celebrities.

Harley deserves to hog the headlines. On June 28, the company announced it would cater to smaller riders (read: women) with its new Sportster motorcycle, proving once again that just because the 100th anniversary is over, the push to dominate the market is not. The company has a strong history of rising from the ashes like a motorized phoenix, notably in the mid-1980s when it was owned by AMF and was losing huge market share amid rumors of its demise. A group of Harley executives stepped forward, bought the company from AMF and never looked back.

Harley now is making good on its promise to continue to give back to the city that has given it so much -- plans are up and running for the Harley-Davidson museum, slated for construction in a huge development project on 20 acres in the Menomonee Valley. The company says the museum and associated retail and restaurants are expected to bring an estimated 350,000 visitors, $78 million in total annual spending and more than $12 million in annual state and local government revenue. Already a strong corporate citizen, Harley is on track to continue to build on the enthusiasm of its riders and fans to benefit the city of Milwaukee.

In addition, Harley makes some smart business moves at 35th and Juneau. Harley CEO Jeff Bleustein touts the company's foray into China as an opportunity "to export American-made motorcycles to China and to develop political and motorcycle industry alliances in anticipation of the market becoming more accessible." Bleustein has acknowledged there is an opportunity for Harley to better understand Chinese business practices, markets and distribution channels, while sharing with China certain technology and marketing skills mastered by Harley-Davidson. It's big thinking from a company with local roots.

And it's still a family business. Grandson of the founder, Willie G. Davidson, and his son, Bill Davidson, are an integral part of the business, as is Willie G.'s daughter, Karen, who designs the company's popular Motorclothes. The Davidsons are Elvis-like in their popularity at motorcycle events, and they still call Milwaukee home.

It's only right that a company that has been making headlines as a marketing and branding whiz should be used by politicians, media types and others to grab some headlines of their own. So ride on Mudslide!

Anne E. Schwartz is a Milwaukee-area writer and author, and a lecturer in the Department of Communication at Carroll College in Waukesha. She unabashedly rides a 1998 Harley-Davidson Fat Boy motorcycle.

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