Dealers, vendors and journalists gathered in Milwaukee On November 4th, 5th and 6th of 1920 for the Second Annual Dealer Show. The 250 attendees would have included representatives from dealerships nationwide, like Schmid Bros. Cyclery, as shown in the photo.
The convention lasted for three days and had over 250 attendees including representatives from tire companies and trade publications. Activities during the convention included dancing and bowling parties, factory tours, and a banquet. But the real business happened on Friday and Saturday mornings with meetings conducted by various department heads. The meetings were conducted to give dealers opportunities and ideas for increasing business and service to customers. The Motor Company still hosts Dealer Conventions, although now they are called Dealer Meetings and are held twice a year in various locations around the United States, the most recent being held again in Milwaukee.