Discover the Ride Expands Beyond the Motorcycle Industry to the Dallas-Fort Worth Auto Show

Discover the Ride Expands Beyond the Motorcycle Industry to the Dallas-Fort Worth Auto Show

The program’s interactive attractions to reach thousands of new consumers, debuting outside of IMS for the first time at the 2019 Dallas-Fort Worth (DFW) Auto Show 

Santa Monica, Calif. (March 8, 2019) – The Progressive® International Motorcycle Shows® (IMS), the industry leader for connecting powersports’ top brands with enthusiasts and buyers, today announced its immersive show feature, Discover the Ride, is expanding to reach a broader audience of non-riders, joining the 2019 Dallas-Fort Worth (DFW) Auto Show. Introduced to a community of motorcycle enthusiasts at the previous 2018/2019 IMS tour, Discover the Ride became the industry’s first and foremost program breaking down the high barriers to entry. An exciting addition to the DFW Auto Show, the program will feature four experiential attractions including The Dyno Experience, New To 2, The Kids Zone in collaboration with StaCyc, and The New Rider Course in partnership with Zero Motorcycles and Yamaha Power Assisted Bicycles. Attendees will also have the opportunity to interact with custom and rare, restored vintage motorcycles hailing from the Dallas metro area, as well as new models on display for novice and experienced riders from leading global manufacturers, Confederate Motorcycles, Harley-Davidson, and Yamaha Motorcycles. To learn more about Discover the Ride, please click here.

Catching the DFW Auto Show’s attention is a major milestone, not only for Discover the Ride, but for the overarching industry. Through a safe, fun and quick introduction to riding, Discover the Ride is paving the way for the larger motorcycle industry by initiating educational conversations and addressing hesitations, that will in turn, encourage consumers to take the first step toward becoming a motorcyclist. In the midst of industry-wide ridership concerns, Discover the Ride successfully took the industry’s first stride toward bridging the gap for non-riders to experience the thrill of two wheels. In fact, in its first year alone, nearly 8,000 attendees of all ages participated in Discover the Ride over the course of seven shows, with more than a quarter of adults being new to motorcycling.

“Following the tremendous success during the 2018 -2019 IMS tour, we’re thrilled to bring Discover the Ride to the DFW Auto Show, reaching an even wider audience of potential new riders,” said Tracy Harris, Senior Vice President, Powersports, UBM. “The DFW Auto Show is a natural extension for Discover the Ride, branching out from a motorcycle-specific audience and helping more people experience what it is like to ride on two wheels. We are truly excited to continue the momentum we’ve built throughout the tour.”   

Key highlights from Discover the Ride’s seven-show tour:

  • Nearly 8,000 attendees participated in Discover the Ride across the seven-show tour throughout the nation (Long Beach, New York, Dallas, Cleveland, Minneapolis, Washington D.C. and Chicago).
  • Over 4,500 consumers rode a Yamaha Power Assist Electric Bicycle and Zero Motorcycle as a part of The New Rider Course. Thirty-two percent were non-riders, with 84 percent planning to start riding.  
  • Discover the Ride is appealing to a more diverse, younger demographic, with 63 percent of non-riders being under 35; over 50 percent of non-riders within Discover the Ride were female.
  • Almost 2,000 kids rode StaCyc bikes in The Kid’s Zone.  

For those interested in the very best of vintage, classic and retro-style motorcycles, IMS Vintage presented by Progressive® will be on display at the DFW Auto Show, giving attendees the chance to experience the history of motorcycling right from the beginning through a display of decades-old vintage bikes. Also exhibiting will be handcrafted, custom motorcycles that are truly works of art and a growing part of the motorcycling community. 

More details on available attractions within Discover the Ride, presented by IMS

  • New Rider Course in partnership with Zero Motorcycles and Yamaha Power Assist Bicycles
  • The Kids Zone with StaCyc
  • Dyno Experience with Yamaha and Harley-Davidson
  • IMS Vintage presented by Progressive®
  • New To 2 Seminars
  • Custom Motorcycle Showcase
  • New motorcycle displays from Confederate Motorcycles, Harley-Davidson, and Yamaha Motorcycles
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Connect with IMS (#RidersUnite):

About Progressive® International Motorcycle Shows® (

The Progressive® International Motorcycle Shows® offer enthusiasts an all-access pass to the world of motorcycling. Launched in 1982, the tour showcases hundreds of the latest street bikes, dirt bikes, cruisers, scooters and ATVs for new and experienced riders, and gives enthusiasts of all ages the opportunity to check out the latest gear and aftermarket accessories, as well as hours of entertainment. The Progressive® International Motorcycle Shows® is organized by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information, visit and

About the Dallas-Fort Worth (DFW) Auto Show(

For 37 years, the DFW Auto Show has given automotive enthusiasts in the Dallas-Fort Worth Metroplex the opportunity to experience the latest and greatest vehicles the manufacturers have to offer. For those who are in the market to purchase a new vehicle and for entertainment seekers alike, this spring new car and truck extravaganza is the place to be. The Show has grown from 30,000 square feet at Market Hall to more than 650,000 square feet at Kay Bailey Hutchison Convention Center in downtown Dallas. Visitors are treated to exciting displays from the manufacturers who use the Show as a platform to introduce current and future year models.

Legends and Heroes Tour Series Opener Press Release

Legends and Heroes Tour Series Opener Press Release

Legends and Heroes Tour Returns for 10th Anniversary Season in 2019

Honors Troy Lee at Series Opener

Here is a news release I wrote and delivered for the Legends and Heroes Tour Traveling Moto Museum. In addition to the press releases content and distribution, I help the tour with their evergreen social media content and images from the event. Read the entire release below.

Anaheim, CA – January 5, 2018 –  The Legend and Heroes Tour Traveling Moto Museum is pleased to announce that they will again take part in the pit party activation at Monster Energy Supercross events in 2019. This year marks the 10th Anniversary of the tour and their mission of celebrating the Legends and Heroes of the sport.

The tour will appear at each round of the Monster Energy Supercross Series in 2019 and will kick off January 5th at Angels Stadium of Anaheim in Anaheim, CA. It then crisscrosses the nation with 16 additional stops along the way before coming to Las Vegas, NV for the series finale on May 4th.

With the help of tour sponsor EZ-Up Shelters, the new for 2019 design will feature a walk-through timeline that celebrates all of the sports supercross champions, and since 2019 marks the 45th season of AMA Supercross, a unique feature will showcase the first champions and their machines. The tour stands behind the belief that “We Don’t Leave History Behind” and has kept the founding fathers, and mothers, pure in their thoughts by honoring the men and women that shaped supercross and motocross into what it is today.

During opening ceremonies at each event, the tour honors a different legend of the sport. For the opening round in Anaheim, the tour will honor Troy Lee.

About Troy Lee – The original helmet painter of the stars, Troy has painted helmets for most of the supercross champions. Who can forget the flashing lights and hundred dollar bills on Jeremy McGrath’s Anaheim helmets during his championship era? More than a painter, Troy is an entrepreneur with a successful action sports apparel company and the team owner of the Troy Lee Designs – KTM Supercross team. Join us on Saturday night as we honor this icon of supercross.

Following on the success of its introduction in 2018, the Supercross Virtual Reality mobile experience (SXVR) continues in 2019. This interactive display allows fans to experience the thrill of supercross via VR technology and feel like they are on the racetrack. In addition to four virtual reality stations, the experience includes two racer skill stations. Produced by Ryno Equipment, the handlebar station, and balance station allow guests to test themselves and experience the what they have to be supercross athletes.

Thanks to our local friends at each round, the Legends Tour features some of the best vintage motocross bikes on display in a single location. Featuring different vehicles at each round, our guests can relive the machines of their youth and show their family and friends the early days of motocross and supercross.

Look for the Legend and Heroes Tour Traveling Moto Museum at each round of the Monster Energy Supercross series in 2019.

Jan 5 – Angel Stadium | Anaheim, California
Jan 12 – State Farm Stadium | Glendale, Arizona
Jan 19 – Angel Stadium | Anaheim, California
Jan 26 – Oakland-Alameda Coliseum
Feb 2 – Petco Park | San Diego, California
Feb 9 – US Bank Stadium | Minneapolis, Minnesota
Feb 16 – AT&T Stadium | Arlington, Texas
Feb 23 – Ford Field | Detroit, Michigan
Mar2 – Mercedes-Benz Stadium
Mar 16 – Lucas Oil Stadium | Indianapolis, Indiana
Mar 23 – CenturyLink Field | Seattle, Washington
Mar 30 – NRG Stadium | Houston, Texas
Apr 6 – Nissan Stadium | Nashville, Tennessee
Apr 13 – Broncos Stadium at Mile High | Denver, Colorado
Apr 27 – Metlife Stadium | East Rutherford, New Jersey
May 4 – Sam Boyd Stadium | Las Vegas, Nevada

See behind the scenes footage and great vintage photos and stories by visiting our website and social media accounts.

Website –
Facebook –
Twitter –
Instagram –
YouTube –

About the Tour: The Legends and Heroes Tour is a professional, historical display and timeline of America’s greatest motorsports, motocross, and supercross. On-site, the tour encompasses nearly 5000 square feet of moto-history with bikes, gear and other memorabilia that transport our guests back in time through the history of the sport. Visited by more than 9 million guests since it’s inception, the Legends and Heroes Tour attends each stop of the Monster Energy Supercross Series and Lucas Oil Pro Motocross Series. Visit us in the Pit Party at a supercross or motocross near you or online at

The Legends and Heroes Tour would not be possible without great sponsors like: Feld Entertainment, Monster Energy Supercross, Food for Life Bakery, Dunlop, EZup Shelters, Wossner, Yuasa, Boyesen, Motion Pro, Engine Ice, Acerbis, Kissimmee Motor Sports, Tucker Powersports, Spectro Oil, Rockwell, Bell, KTM, Rich Designs, Moto X Roads, The Early Days of Motocross Museum, RacerX, MX Sports, Brad Whitworth Photography, Retro Moto, Cycle News, and Pro Circuit. Thank you all.

If your company needs content like this on a regular or semi-regular basis please reach out to me so we can discuss the possibilities.

Order Online – Pickup In Store

Order Online – Pickup In Store

Powersports dealers need to keep up with trends in the marketplace. Not just trends in powersports, but trends in retail as a whole. 

One of those emerging trends is ordering online and picking up in the store. It is something that every dealer should be able to implement. Once a procedure is put in place the administration of it would be fairly simple and beneficial to your customers. You’ll see it referred to BOPIS (buy online, pick-up in store) in text about the subject. 

In a recent article at,some valuable information was presented. According to a GPShopper press release. 

Sixty-seven percent of consumers responding to a survey said they wanted to use buy online, pick up in-store. 

Fifty-three percent of those surveyed found waiting in line to be the most stressful part of holiday shopping. 

This is not a trend that is only for the holiday season. Think about your busy times of the year and how you can implement a program like this into your P&A department. 

I’m also curious to know how many dealers are already using a program like this? 

Motorcycle Ownership Among Women Climbs to 19 Percent

Motorcycle Ownership Among Women Climbs to 19 Percent

Late last month the Motorcycle Industry Council delivered some interesting data regarding the number of women owning motorcycles. The report indicated that now nearly 20% of motorcycle owners are women. That is almost double that of a decade ago and an excellent sign on the health of the industry.

Motorcycling is facing a challenge. Our existing riders are aging out of the sport and new riders simply are not filling the gaps for those that left. But, this data shows a growing group of new riders. Perhaps they are stimulated by the new product offerings from the manufacturers or maybe it’s a shift in the mindset of new consumers. Whatever the reason the result is positive.

Now as a dealer, how do you make sure you are taking advantage of these new owners? What are you doing to make sure your shop is more female or new rider friendly? Let me know, I’d love to hear about your results.

The complete MIC press release is below.

Motorcycle Industry Council Survey Reveals Continuing Shift in Rider Demographics

IRVINE, Calif., November 29, 2018 – Nearly one in five motorcycle owners is now female, compared with one in 10 less than a decade ago, and the data suggests that women could soon make up one quarter of owners, which would be a major shift in motorcycling demographics, according to the latest national survey by the Motorcycle Industry Council.

Among all age groups, women now make up 19 percent of motorcycle owners. But the 2018 survey showed even greater female ownership within younger generations. Among Gen X motorcycle owners, 22 percent were women; among Gen Y, 26 percent were women.

“As the number of Boomer and mature motorcyclists shrink and are replaced by newer riders, we could soon be looking at a solid 25 percent of motorcycle owners being female,” said Andria Yu, MIC director of communications. “We’ve seen with our own eyes many more women riders — on the roads, on the trails, on the track, with families, at motorcycling events, forming clubs and just being part of everyday group rides. Many people in the industry have worked some 30 years to achieve this, and now the data confirms it: More and more women are getting out there and enjoying motorcycles.”

The MIC polled 2,472 adults nationwide for the 2018 Motorcycle/ATV Owner Survey. For decades, the MIC surveys have served as the census of motorcycling, and have tracked a steady growth in the percentage of women who own bikes.

“Major efforts to increase the number of women riders go back to the late 1980s when top manufacturers and distributors came together and formed Discover Today’s Motorcycling, the industry outreach program built to introduce new riders to two-wheeling,” said Cam Arnold, a longtime industry executive who is organizing a Women in Powersports networking event this evening in New York City. “The first DTM project in the 1980s spotlighted the historic 1916 Van Buren sisters ride across the country and garnered much media attention. Throughout the 1990s and on till today, the big brands have dedicated increasing amounts of attention to the women’s market, and we’ve simply seen more and more positive imagery on TV, in movies and in many mainstream settings where women on motorcycles are just having fun.”

The 2018 owner survey also found that women motorcycle owners spend, on average, $574 a year on tires, routine repairs, maintenance, replacement parts, and accessories and modifying equipment, compared with $497 by men.

“We’ve seen particularly strong growth in the aftermarket sector for women,” said Cinnamon Kernes, newly appointed vice president and general manager of MIC Events and the American International Motorcycle Expo presented by Nationwide, the largest powersports trade and consumer show in North America. “Over the past decade, more women are designing riding gear and other products specifically for female riders, working in major companies or creating their own brands. Having gear designed for women by women was a huge step and has certainly helped encourage female ridership.”

The Women in Powersports gathering today will be at the Manhattan showroom and factory of Breaking Hearts & Burning Rubber, a company owned and operated by women producing motorcycle gear and apparel for women.

Motorcycling has grown in popularity and acceptance in American culture in recent decades, which is reflected in the survey. It found that 66 percent of women motorcycle owners say their family and friends would have a positive attitude toward motorcycles and scooters.

Additional data on women riders, and all riders, from the MIC’s 2018 Motorcycle/ATV Owner Survey, will be spotlighted and discussed at tonight’s Women in Powersports event and at the Progressive International Motorcycle Show this weekend at the Jacob K. Javits Convention Center in Manhattan.

The Motorcycle Industry Council exists to preserve, protect and promote motorcycling through government relations, communications and media relations, statistics and research, aftermarket programs, development of data communications standards, activities surrounding technical and regulatory issues, and the American International Motorcycle Expo. As a not-for-profit, national industry association, the MIC seeks to support motorcyclists by representing manufacturers, distributors, dealers and retailers of motorcycles, scooters, ATVs, ROVs, motorcycle/ATV/ROV parts, accessories and related goods and services, and members of allied trades such as insurance, finance and investment companies, media companies and consultants.

The MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. First called the MIC in 1970, the organization has been in operation since 1914. Visit the MIC at

Progressive International Motorcycle Show – Javits Center, NYC

Progressive International Motorcycle Show – Javits Center, NYC

The Progressive International Motorcycle Show returned to the Javits Center in NYC the weekend of November 30 – December 2, 2018. With more than 35 years of experience, the IMS Tour provides attendees with an all-access pass to the world of motorcycling, connecting hundreds of thousands of motorsports enthusiasts with top manufacturers and premier aftermarket brands.

This year’s show featured displays from more than 13 OEMs as well as many accessory and merchandise displays from the aftermarket companies on hand.

Many will say the show isn’t what it used to be and that is true. During the heyday of motorcycling, the show was enormous, but with the motorcycling industry shrinking the show has done the same. But I feel that it is now going in a positive direction. The OEMs, along with the entire powersports industry, have got behind a critical initiative to introduce new riders to motorcycling and get those that have previously left back into the sport. Each brand has introduced exciting new bike to stimulate that growth and initiatives like Discover the Ride aim to get new riders over that first step hurdle.

On Friday morning, prior to the show opening, I had the opportunity to take part in the Media Day the show’s organizers put together for local media. Due to the New York location, there were more than just local motorcycle magazines, websites, and podcasts on hand. I spotted name tags from several newspapers and lifestyle magazines that came to check out what’s new in motorcycling.

Before I get into the cool new stuff from the media day, I’ll leave off with an idea. In my opinion, everyone that sells motorcycles, works at a dealer in parts or service, or otherwise is involved in the industry needs to attend the show. Where else can you speak to marketing and brand specialists from all of the OEMs in one place? Take the opportunity to understand what the other brands offer and how the products you sell stack up. Perhaps the show organizers can put together a program for industry employees with show discounts or special times? Just a thought but something that I feel is critical for show and industry growth.

Now onto to cool stuff from each brand.

Suzuki – The new 2020 Katana made its East Coast debut. Taking styling cues from the iconic 1981 Katana the new 2020 Katana is a modern, state-of-the-art performance machine. Learn more about the new Katana on Suzuki’s Katana landing page. Suzuki also used the show to introduce a new cafe racer styled SV650X, a travel-ready V-Strom XT, the all-new RM-Z 250 and an updated, fun beginners bike the DR-Z50.

MV Agusta USA – MV Agusta showcased an all-new Brutale 1000 Serie Oro. The ultimate hyper-naked motorcycle. With 212 hp and a top speed of 312km/h (193 mph), it is the most powerful and fastest naked production bike ever made. It is limited to 300 production units worldwide. Learn more at MV Agusta USA.

Indian Motorcycles – Indian Motorcycles announced new features to its popular Ride Command Infotainment system. Learn more about the updates HERE. They also used the show to show off the all-new FTR1000 as well as the redesigned Chieftain line.

Polaris Slingshot – Polaris used the NYC show to showcase the customization opportunities that the Slingshot platform offers to its users. In addition to a stock Slingshot, local Long Island, NY club “Sling Squad” showcased three of their personal machines for the assembled press.

Harley Davidson – Continuing on their 2017 initiative to grow the motorcycling community, Harley Davidson discussed the “More Roads Lead to Harley-Davidson” strategy. This strategy is an aggressive, multi-faceted approach to grow ridership, enter new segments and evolve the Harley-Davidson retail experience. Learn more about this initiative HERE.

Yamaha – Yamaha showed the assembled press the revolutionary and unconventional NIKEN GT Leaning Multi-Wheel Sport Tourer. This machine is unlike anything you’ve ever seen in the sport of motorcycling. Check it out HERE.

Energica Motor Company – Energica displayed their current 3 model product line. The MCN UK 2017 Electric Bike of the Year – Ego Sportbike, the MCN UK 2018 Electric Bike of the Year – Eva Esse 9 Retro Naked and their Eva 107 Streetfighter. Learn more at

Royal Enfield – From the oldest continuing motorcycle manufacturer in the industry. Royal Enfield showcased their Twin 650s. The INT 650 and Continental 650. The focus of the brand is on middleweight machines that are simple to own and operate appealing to new and returning riders that want to experience the thrill of motorcycling. Learn more HERE.

Kawasaki – Hot off the heels of their new product introductions at the AIMExpo in Las Vegas, Kawasaki showed the assembled press the exciting Z series of motorcycles, the performance-focused H2 machines, the retro-styled W800 and the Ninja series of machines. Included with the Ninja series was the announcement of an unprecedented racing contingency for the Ninja line. Learn more about Kawasaki HERE.

BMW Motorrad – BMW unveiled the 2019 F 750 GS, F 850 GS, R 1250 GS, R 1250 RT and the 2020 S 1000RR to a large crowd of the assembled press. They discussed a focus on the adventure bike market as well as the technology involved in the new 1000RR racing machine. Learn more at BMW North America.

Ducati – Ducati gave the press an overview of the entire 2019 product line including the Scrambler series, the Diavel and XDiavel, the Hypermotard and a world superbike machine for the street, the Panigale V4 R. Learn more at

American Honda – Honda highlighted their 2019 models including a pair of performance SXS machines, the Talon 1000R and the Talon 1000X. They showed the complete CRF performance line as well as a pair of miniMOTO machines the retro styles Monkey and Super Cub. Learn more at

Triumph Motorcycles – Triumph presented the Scrambler 1200 XC and XE, a pair of benchmark setting motorcycles that represent a first for dual-sport capability and modern custom style. Learn more at

Wrapping up the media tour was the Discover the Ride presentation. This initiative by the IMS show brings the conversation back to where we started, bring in new riders to the sport of motorcycling. With the help of Zero Motorcycles, Stacyc, Yamaha and Total Contol Training, new riders can get over the barrier to entry and learn what it is like to become a motorcyclist.

All photos by Scott Lukaitis and shot on an Iphone XS.


New Leadership Team to Run MIC Events

New Leadership Team to Run MIC Events

Congratulation to Cinnamon and Andre on their new positions at MIC Events and to Larry Little and Mike Webster on their success. The news release below is from the MIC.

IRVINE, Calif., Nov. 26, 2018 – Cinnamon Kernes will lead MIC Events as vice president and general manager, overseeing strategic planning and day-to-day management, and Andre Albert will serve as sales and marketing director, managing exhibit space, sponsorship sales as well as marketing and promotions activities. Both will begin their new positions on Jan. 1.

MIC Events will continue to produce AIMExpo presented by Nationwide and will work on other MIC initiatives, including events designed to build ridership and awareness. Albert will report to Kernes and she will report directly to MIC President and CEO Tim Buche.

“As the MIC works to promote the powersports industry, we look to create first-ride opportunities on two-, three- and four-wheelers,” Buche said. “And MIC Events will be an integral part of these projects. I’m excited for Cinnamon and Andre in their new roles and have complete confidence in their leadership.”

Larry Little, current vice president, and general manager of MIC Events will transition to a part-time position as vice president. Little will continue to be an integral leader, working with key accounts and on several other MIC initiatives while supporting Kernes and Albert.

Mike Webster, senior vice president of MIC Events, will be leaving the MIC and will serve as an advisor and consultant through his new company. Webster, who served the industry for more than 35 years, producing shows and events, was presented the MIC Chairman’s Award during the MIC Communications Symposium this month.

“I’m deeply honored with the recognition,” Webster said, “and look forward to working with the MIC, now as a vendor, on events and other projects. There is no better person than Cinnamon to serve as the new leader of AIMExpo and the numerous other events, education and ridership initiatives that are in the works.”

“I’m excited to be stepping up,” Kernes said, “and contributing in a greater way to the ridership strategic initiative and, of course, continuing to grow and develop AIMExpo, the largest and single most important event in North America for our industry. I also wish to congratulate Mike and Larry for their achievements and their new roles, and I want to thank them for their leadership and mentorship through the years.”

Albert joined AIMExpo as the marketing manager in 2018.

“Working with AIMExpo gave me an introduction to the Motorcycle Industry Council, and I am more than thrilled to have the opportunity to work in an even broader capacity with the association,” he said.

The Motorcycle Industry Council exists to preserve, protect and promote motorcycling through government relations, communications and media relations, statistics and research, aftermarket programs, development of data communications standards, activities surrounding technical and regulatory issues, and the American International Motorcycle Expo. As a not-for-profit, national industry association, the MIC seeks to support motorcyclists by representing manufacturers, distributors, dealers and retailers of motorcycles, scooters, ATVs, ROVs, motorcycle/ATV/ROV parts, accessories and related goods and services, and members of allied trades such as insurance, finance and investment companies, media companies and consultants.

The MIC is headquartered in Irvine, Calif., with a government relations office in metropolitan Washington, D.C. First called the MIC in 1970, the organization has been in operation since 1914. Visit the MIC at

The American International Motorcycle Expo’s ( purpose is to serve as the catalyst to bring together industry, press, dealers and consumers in a single arena that creates a grand stage for motorcycling and powersports in the U.S. and North America, and delivers an efficient and energetic market-timed expo platform for B2B and B2C in the greater powersports industry. AIMExpo is the single most important event of its type in the North American market and has international impact within the motorcycling and powersports community. AIMExpo is produced by the Motorcycle Industry Council (