From a BMW press release:

BMW MOTORCYCLES
Ride Invitation
Ride to the Guggenheim Las Vegas for
The Art of the Motorcycle
September 28 – 30, 2001

What is The Ride to the Guggenheim?

This is an open invitation for all riders, regardless of brand allegiance, to embark on a ride to the new Guggenheim Las Vegas, which opens with The Art of the Motorcycle exhibition this September at The Venetian Hotel. It’s a once-in-a-lifetime opportunity to join thousands of other riders, coming from all parts of the country, to rally together and finally, to show the world that the sport of motorcycling has well and truly arrived.

When Will The Ride Take Place?

The Ride to the Guggenheim will take place on the weekend of September 28 – 30.

The first 3000 Ride participants who do ride to Las Vegas (as opposed to driving or flying) will receive free admission into the Exhibition, a commemorative gift package, preferential free parking, a Biker’s BBQ and other special privileges. The BMW Motorcycles demo ride and apparel trucks will be there, and ABS and stunt ride demonstrations will be given.

How Can I Participate in the Ride?

To participate in the Ride to the Guggenheim, riders will need to pre-register after August 15 at their local BMW Motorcycle retailer, where they will receive a special registration kit including decals for their motorcycle to show the world that they are riding to The Art of the Motorcycle exhibition in Las Vegas and give them access to the preferential parking at the Sands Convention Center across from the Guggenheim Las Vegas.

Individual clubs and retailers who are organizing group rides to the event will be posted on the new BMW Motorcycles website at bmwmotorcycles.com after mid-August. Retailers who will provide preferential priority motorcycle service and hospitality to ride participants will also be posted on the website, so riders can plan their ride routes accordingly.

Where Will We Meet?

Once in Las Vegas, all Ride participants will meet up with the BMW Motorcycles Ride HQ at the Sands Convention Center parking lot in back of The Venetian Hotel at 3355 Las Vegas Boulevard (a.k.a. “The Strip”). It’s just a couple of minutes walk away from the entrance to the Guggenheim Las Vegas.

You’ll enter the preferential parking area (thanks to the decal on your bike) and show your Ride waiver form to the BMW personnel stationed there: You’ll then receive a full gift package including a pass for free entrance into The Art of the Motorcycle exhibition. Other on-scene activities will include the BMW demo ride and apparel trucks, free refreshments and even a Biker BBQ. (Well, you’ll be tired, thirsty and hungry after all that riding.)

Ride participants can make hotel reservations through The Venetian Hotel at 1-888-2VENICE or 1-877-2VENICE.

Why is BMW Motorcycles Sponsoring This Ride?

BMW Motorcycles is making The Art of the Motorcycle at the Guggenheim Las Vegas possible, because in 1923, when BMW was founded, the very first product to roll off the Munich production line was the R32: A motorcycle that is actually featured in the exhibition. (In fact, BMW didn’t even make cars until five years later.)

Since then, BMW motorcycles have been the preferred choice of real riders all over the world. So it makes sense for BMW to support not just the exhibition itself, but also a ride there: After all, motorcycles may make great art, but we know that they make even better riding. And, let’s face it: Just doesn’t seem right for motorcycle loyalists to show up at an landmark event like this any other way. So join us. (As if you needed another excuse to ride!)

For more details, check out the BMW Motorcycles website at www.bmwmotorcycles.com after August 15.