Americade: From Dream to Reality

One man’s love for the sport of motorcycle riding has blossomed into an event that all of the North Country can experience and enjoy.

Story by Amanda Thompson
Photos courtesy of TourExpo.com

A thunderous roar can be heard as an endless line of bikers round the corner and make their way down Canada Street. Harleys, Hondas, BMWs, Suzuki’s and many others all cruise together around the beautiful and placid lake. This is the scene during the first week of June when Americade returns to Lake George.

An annual festival that typically attracts over 50,000, Americade is in its 27th year. The event, however, has seen many changes over the years. The founder and president of Americade, Bill Dutcher, started this dream with his own love for motorcycle riding. “It was something that came natural to me,” remarks Dutcher, as he described the remarkable story of how he became an enthusiast.

The summer after graduating from high school in 1959 Dutcher won a sailboat race and advanced to a six-week-long competition in Sweden. Scheduled to begin at Harvard in the fall, he decided to use his remaining six-weeks before classes began to embark on a hitchhiking adventure across Europe. He soon realized that hitchhiking wasn’t nearly as glamorous as it seems, especially in a newly post-wartime Europe, and deciding instead to purchase a cheap single-cylinder BMW motorcycle.

“It would go about 55 or 60 and it was quite used”, Dutcher recalled of the bike, but who could complain for it was only “75 bucks for an entire summer’s transportation.” As college began Dutcher was brought back to reality, but his true love had become motorcycle riding. During junior year he purchased a racing motorcycle and continued racing throughout the rest of his college career. After graduation from Harvard in 1965, the real world had arrived but motorcycles had not taken a back seat.

Dutcher’s first big break, in more way than one, occurred a couple of years after graduation when during a race his own Bultaco motorcycle broke in half after a landing. The motorcycle was able to be repaired, but the company contacted Dutcher to encourage him not to drive the repaired bike. After some conversation and a bit of luck, the Spanish racing cycle company offered Dutcher a position as a sales representative. Probably not the expected career of a Harvard graduate, Dutcher was happy because he was able to be in an industry that encompassed his passion.

The Bultaco sales area was much of the Eastern United States, which meant a lot of traveling. For three weeks at a time Dutcher would go on business excursions which, once he became married and had a family life, was very straining. So after ten years advancement to the Director of Marketing, Dutcher left the company in 1975 for a position at AMF.

“The point is how one thing moves to another”, says Dutcher. At AMF, a big conglomerate that once owned boats and Harley Davidson among many other things, Dutcher got the position as the Director of Public Relations. Dutcher remarked that AMF “Treated me well” as they didn’t consider employees might actually enjoy the work with motorcycles as much as he did. Throughout this position Dutcher was able to travel again and in New Mexico first experienced a motorcycle convention called ‘Aspencade’. During this same time he found then purchased a home on the shores of Lake George.

It was in 1981 that Dutcher decided that he was going to leave his position at AMF and move permanently to his home on the Lake. This was a time of economic recession and a difficult time to find a job, especially in a small town.

"They say necessity is the mother of invention, and I believe this is true.”

Dutcher commented that, “They say necessity is the mother of invention, and I believe this is true.” The wheels began turning in the motorcycle enthusiast head and he thought back to the Aspencade convention he had visited. He called the Aspencade organizer he had met as the public relations director and was shocked to find that the New Mexico Aspencade was no more. Print media was saying that Aspencade was dead and there couldn’t have been a more prime time for Dutcher to introduce a new Aspencade in the east. Two months later he was able to proclaim that “Aspencade is still alive and in Lake George, New York!”

It was anything but easy to organize the convention at first, taking about a year-and-a-half to get it off the ground, but in May of 1983 Aspencade East was born in the North Country. The first event didn’t break any records, however it did break even and brought an impressive crowd of about 2500. Even from the beginning, the event wasn’t at all just for local people. According to Dutcher it has always brought “quite a national group” probably thanks to the fact that with his public relations background, Dutcher appreciates the need for advertising and getting the word out to a more national audience.

Since its conception the Aspencade East, now called Americade, has grown tremendously. Nowadays the Americade takes place for a week annually and generally occurs in early June. It attracts people of all walks of life and from all areas of the country, even internationally. What Dutcher has found is that one wonderful quality that most Americaders have is a “commendable lack of pretension.” Jeff Garry, assistant general manager of the Americade’s Headquarters Roaring Brook Ranch, says the one main similarity is that all attendee’s share a great enthusiasm for motorcycles. Besides that, he says it is a “very diverse group”.

The Roaring Brook has served as Americade’s headquarters in past years because of the conventions need for a safe and secure spot for manufacturers to display. They also have a large conference center where the lectures on various topics take place and are very well attended by Americaders. Some other events that take place at this location are the welcome party, demo rides by the most popular motorcycle companies and themed dinners. Roaring Brook even hosts fun contests like, what Garry considers a highlight, the best motorcycle decorative lighting show. During it people, many of whom have spent thousands of dollars on lights, compete and show off their tricked out bikes. Persons registered for Americade with a wristband can enter the Roaring Brook.

What Garry finds most unique about the Americade event is “That 50,000 people can get together and have fun with very little trouble.” He also remarked that it is “A very fun event that is enjoyed not only by businesses and residents, but especially by the attendees.”

The biggest change Dutcher has seen is that over the past 15 years there has been a growing trend of people changing from touring bikes to cruisers. This can create potential problems because cruisers tend to be louder. That is the biggest clash with the local community; when some participants do not abide by noise ordinances. This, however, is not just an issue facing Americade, it is a controversial issue amongst the entire biking community.

A unique thing about Americade is that Dutcher says it is “Both a convention and a happening.” It is a convention because tens of thousands of bikers register each year to ride, but it is also a happening because it draws tons of onlookers and families who come just to observe the great spectacle that it is. It is also unique because unlike a simple motorcycle rally there are scheduled events for participants as well as vendors who show products and allow test drives.

The organization tries very hard to keep the event family friendly, and this can be challenging because “Americade draws a very heterogeneous crowd” says Dutcher.
“Under that helmet” you really have no idea who a person is, which also adds to the excitement of the event. Larry Duquette of North End Repair in Plattsburgh has participated as a Suzuki motorcycle owner on and off for the past ten years. He has found that other bikers are all different, but said he would definitely consider Americade to be a family friendly event. “They have a six flags and it is a resort community meaning there is always something to do.” He most enjoys the “people and comradery” of the event.

This year the event will be taking place from June 1st to June 6th at various locations in the Lake George area. Despite the current state of the economy pre-registration remains very close to usual numbers. Each year about 25-30% of participants are new to the convention, with a near 75% of participants who are returning. To continue to attract crowds the event also is introducing a few new events which are listed on Americade’s website. This website is also a great source for anyone interested in visiting the convention and looking for more information.

Dutcher remarked that “Mentally, I feel I am still around 19 or 20. There is a part of me that can still access that 19-year-old kid.” Through his love of motorcycles and determination Dutcher founded something that has a lasting impression on not only the North Country, but has had a positive lasting impression on all motorcyclists who have had the pleasure of being involved. He advises that “When in doubt, do it.” For lovers of motorcycle riding and people who want to visit and observe this event, we can be very happy that he did.

Have you ever attended Americade?