The Midwest Roofing Contractors Association (MRCA) is revving up for its 71st Annual MRCA Conference and Expo with help from Harley-Davidson.

After having to cancel its 2020 conference due to the pandemic, the MRCA board, committees, councils and staff have worked hard to bring an exciting show to the Wisconsin Center in Milwaukee, Wis. on Nov. 9-11. The show will feature new educational sessions both on and off the trade show floor as well as product demonstrations, hands-on experiences and enhanced technology-based interaction with the Product Peep Shows and mobile conference app. 

This year's keynote speaker will be Bill Davidson, the great-grandson of Harley-Davidson founder William A. Davidson, and the son of William G. "Willie G." Davidson. He will be speaking on Nov. 10 during a presentation that is free to all attendees and exhibitors.

Bill currently serves as the company’s senior vice president and chief styling officer. Bill, who joined the company in 1984, has ridden motorcycles since the age of 7 and has been in various leadership positions within the company for more than 26 years, spending his career focused on strengthening Harley-Davidson’s relationships with riders around the world.

In addition to being the keynote speaker at the annual meeting, Bill will be autographing the MRCA/CERTA sponsored 2021 Harley-Davidson Street Glide FLHX that will be given away on the expo floor Nov. 10. Harley-Davidson of Wisconsin will also be in attendance with a display of Harley-Davidson bikes. Details on how to enter the giveaway can be found at the MRCA's website.

The motorcycle theme continues into the MRCA's "Born to be Wild" Foundation Reception & Fundraiser, held 5 p.m. to 8 p.m. on Nov. 10. The event is free to all attendees and exhibitors and features both silent and live auctions.

Returning to this year's conference for the third year is the MRCA Roofer Challenge. Held at noon on the last day of the show, the event encourages contractors and their employees to compete in four industry-related challenges. Each challenge will be scored on speed and quality with the first-place winner earning $1,000 cash, $500 for second place and $250 for third. Registration for the Roofer Challenge is free.

For contractors working with torch applications, the MRCA will hold Certified Roofing Torch Applicator and Train-the-Trainer (CERTA) classes on Nov. 9 and 10. The programs train experienced roof system installers on the safe use of roofing torches for applying polymer-modified bitumen roofing products. The sessions include meals and access to the exhibit hall, but separate registration for the classes is required.

For more information and a schedule of events, visit