With the event starting just days away, S&S Cycle Inc. is announcing some exciting updates centered around its 50th Anniversary Celebration, sponsored by Mobil 1 and presented by the AMD World Championships.

Taking place June 27-29, 2008 in La Crosse, Wisconsin, organizers have added five new builders to the program to replace those that had personal issues preventing them from participating. These builders stepped up on short notice to build bikes that show off their abilities and commitment to the custom bike industry.

Custom biker builder Kris Khrome will appear in the V-Series class, Trevelen in the P-series category, Flyrite Choppers also in the V-series and Chopper Dave building with an X-Wedge. The last addition to the roster is Blake Saber from Saber Specialties.

As the anticipation for the huge weekend continues around La Crosse, more and more hometown businesses and organizations are getting involved. Look for a stunt show to take place Friday night during the street drags at the La Crosse Speedway in West Salem and watch Bubba Blackwell perform at La Crosse Harley-Davidson on Saturday. Also on Saturday, Jesse James Dupree of Jackyl will lead a scenic ride around the area to benefit radio station 95.7’s Rock Foundation—helping those in need in the La Crosse area. Pearl Street Brewery, a favorite micro brewery in town has just announced their special brew for the weekend, Proven Performance Ale with a killer label featuring an S&S X-Wedge™ engine.

The entertainment schedule for the Fest grounds has continuous music with things kicking off with the Orange County Choppers Band on Friday afternoon, many local bands later in the day include The Headbolts, featuring two S&S employees, and the Eric Tessmer Band. Saturday will see both stages full all day leading up to the big concert with Jackyl and music continues all day Sunday until late afternoon. At nearby Onalaska the La Crosse Symphony Orchestra Pops Concert in the Park will be followed by a giant fireworks display.

There will also be an artistic element to the celebration in addition to all the custom bikes. The 50th is sure to be a huge piece of motorcycle history and documenting it for a book will be Michael Lichter, who will shoot all 50 bikes right at the event. The book—written by Howard Kelly and filled with Lichter’s photography--will be available in bookstores by Thanksgiving, perfect for holiday gifts for those that couldn’t make it to the celebration. Also on hand for the huge part will be Stefanie Aziere-Sattler who was recently named as the official artist of the S&S 50th Anniversary. Both Lichter and Aziere-Sattler will have displays at the bike show and at The Pump House, a local art gallery in historic downtown La Crosse.

Still more to see will come in the form of special visitors to the S&S Anniversary Celebration. Expect to see Dan Gurney, Jesse James and a host of other celebrities checking out the bikes, taking in the sights and sharing in the event of the century.

Finally a unique feature in the La Crosse area, riverboat cruises, are available to the public. Each of the motorcycle builders in the S&S event will host a riverboat cruise on Friday, Saturday or Sunday.