Motorcycle enthusiasts from all over the world are heading to La Crosse this week for one of the biggest birthday bashes anywhere.

The streets of La Crosse are filled the sounds of choppers from all over the country and the world for S&S Cycle’s 50th anniversary bash.

"It's really kind of a neat Americana feel that we are the same company we were on a much grander scale, but we still do the same thing. We make motorcycles go faster," says Howard Kelly with S&S Cycle.

Motorcycle fans and builders are just starting to gear up for this weekend's festivities and Kelly says he's moved by the turn out.

"People care enough about our company and product to make that kind of investment. It's an amazing thing to be proud of."

Kelly says he loves choppers and his favorite part about this anniversary celebration is sharing the road with his fellow motor heads.

"I ride my motorcycle to work almost everyday and I don't see motorcycles everyday... to start seeing them everywhere, that's exciting."

S&S Cycle does business with companies all over the country and Amber Brinton says she's here to help celebrate.

"I'm looking forward to a great show. Traveled a long way and it's great to come to S&S's facility for their show to be a part of their 50th anniversary," says the Diamond Heads employee.

Not everyone attending the event is a vendor. Don Simpson with the American Legion just came to say thank you to S&S for its support.

"I know of several of their employees who ride with American Legion riders. Whatever we can do to support them are to all our benefit."

The big weekend is just starting to rev up and Kelly says he couldn't be more excited.

"We're very fortunate to have the support and the respect of our industry and we knew that they would embrace something like this."

The S&S Cycle 50th anniversary officially starts Friday at noon and runs until Sunday.