Press Release

Release Date: September 12th, 2019


Contact: Aaron Guell
Phone: (920) 539‐0767

"Cheese Wheel, Inc. to step down as organizers of Swan City Car Show"

Effective today the nonprofit organization Cheese Wheel Incorporated will be stepping down as event organizers for the Swan City Car Show in Beaver Dam, WI. This year marked the 26th annual gathering.

Cheese Wheel, Inc. leaves after seven successful years growing the show in both participant attendance and operational efficiency. They took over the planning of the car show in 2012 following an 18‐year management from the Beaver Dam Police Association.

"This decision was one our team struggled with for the last couple of years and it comes with a heavy heart," said Aaron Guell – President of Cheese Wheel, Inc. "Our charitable event portfolio has grown over the years and we have reached a point where our main focus is shifting to grow our largest event that is held just outside Oregon, WI."

"Our hope is the car show continues on into the future under new leadership that shows they are determined to continue its long running success. We want to support the transition of the Swan City Car Show by training the new group/business on how to prepare and run day‐of," said Brian Apple ‐ Vice President of Cheese Wheel, Inc.

Cheese Wheel, Inc. started in 2005 as a 100% volunteer organization, originating from Beaver Dam, Wisconsin, that became 501(c)(3) incorporated in 2006. Since then they have organized various automotive based events and have generated over $100,000 in support to beneficiaries of their choice. Their most notable events have included the Cheese Wheel 450, Swan City Car Show, Cheese Freeze Competition Rally, and Subaru FL4TFEST.

Those that are interested in learning more about the operations of the Swan City Car Show should reach out to Cheese Wheel, Inc. for further details. Support will be given if a suitable organization comes forward to take over planning for 2020. Going forward Cheese Wheel, Inc. is encouraging all previous sponsors, participants, volunteers, and the Beaver Dam Community as a whole to support the efforts should new leadership come forward.

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