PowerSports Business

July 10, 2017

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4 • July 10, 2017 • Powersports Business NEWS www.PowersportsBusiness.com www.powersportsbusiness.com Editorial and Sales: 763.383.4400 Subscriber Service: 847.513.6025 EDITOR IN CHIEF: Dave McMahon 763/383-4411 (dmcmahon@powersportsbusiness.com) SENIOR EDITOR: Liz Keener 763/383-4413 (lkeener@powersportsbusiness.com) ASSISTANT EDITOR: Kate Swanson 763/383-4412 (kswanson@powersportsbusiness.com) MANAGING ART DIRECTOR: Dodi Vessels ASSOCIATE ART DIRECTOR: Nicole Siewert PRODUCTION ARTIST: Kelsey Houle PRODUCTION MANAGER: Angela Scott PRODUCTION DIRECTOR: Cherri Perschmann NATIONAL SALES DIRECTOR Allison Gruhn 763/383-4467 (agruhn@powersportsbusiness.com) NATIONAL ACCOUNT MANAGER Mark Rosacker 763/383-4433 (mrosacker@powersportsbusiness.com) NATIONAL SALES REPRESENTATIVE Michael Kula 763/383-4440 (mkula@powersportsbusiness.com) CEO: Marion Minor SR. VICE PRESIDENT/FINANCE & OPERATIONS: Gerald Winkel SR. VICE PRESIDENT/MARKET DEVELOPMENT: Joanne Juda-Prainito VICE PRESIDENT, POWERSPORTS: David J. Voll SALES OPERATIONS MANAGER: Bernadette Wohlman CONTRIBUTORS: Hoa Ly, John Prusak, Liza Pelissier COLUMNISTS: Steve Jones, Tim Calhoun DEALER ADVISORY BOARD: Hooksett Kawasaki-Polaris, Jim Whalley; Hacker's Yamaha & Honda, Rick Hacker; Honda/Polaris of Lubbock, Morris Baker; All Action Water Sports, Ray Leps POWERSPORTS BUSINESS (ISSN #1522-7944) is published monthly except twice in May and November plus the Market Data Book in May, 15 times per year by EPG Media/Specialty Information Media, 10405 6th Avenue North, Suite 210, Minneapolis, MN 55441. Periodicals postage paid at St. Paul, MN and additional mailing offices. POSTMASTER: Send address changes to Powersports Business, P.O. Box 2123, Skokie, IL 60076-7823. SUBSCRIPTION INFORMATION: Free to qualified members of the motorcycle, all-terrain vehicle, snowmobile and personal watercraft industries. Annual subscription rate is $56 per year for U.S residents, $76 for Canadian residents and $96 for residents in other countries. All paid subscriptions must be paid in advance and in U.S. funds only. CUSTOMER SERVICE: Visit www.PowersportsBusiness.com, email powersportsbusiness@omeda.com, call (847) 513-6025, or write to Powersports Business, PO Box 2123, Skokie, IL 60076-7823. CANADIAN RETURN ADDRESS: EPG Media & Specialty Information, 4960-2 Walker Road, Windsor, Ontario N9A 6J3. Publication Sales Agreement #40012332. EDITORIAL: All manuscripts, materials, photographs and artwork submitted are at mailer's risk and must include self-addressed envelope with sufficient postage for return. Send editorial materials to EPG Media/Specialty Information Media, 10405 6th Avenue North, Suite 210, Minneapolis, MN 55441, 763/383-4400. No responsibility will be assumed for unsolicited materials. Powersports Business is a registered trademark of EPG Media & Specialty Information. Copyright 2017 by EPG Media & Specialty Information. All rights reserved. Reproduction in whole or part is prohibited unless expressly authorized by publisher. REPRINTS: For more information on e-prints or reprints from Powersports Business, contact Wright's Media, epg@wrightsmedia.com - Wyndell Hamiton, 281-419-5725 x 152. Printed in U.S.A. and talk about the day's events. "Everybody was excited. We were all discussing how crazy it was," Montero recalled. EVENT-FOCUSED DEALERSHIP Events are regular occurrences at Peterson's H-D. The North Miami location alone aims for 10 events per month. Each Saturday Montero hosts a customer appreciation day, with a live band playing about twice a month, and every Wednesday is a bike night that includes a ride to a local restaurant. This past Father's Day the dealership also held an event that included a Jeep competition, a custom motorcycle com- petition, a car competition, a free BBQ, a 1980s band, raffles and several vendors. Events are key to the family-owned dealer- ship run by Dirk and Drew Peterson, who also own Peterson's Harley-Davidson South Miami. Their father, Phil Peterson, of course, founded the first of his South Florida Harley-Davidson stores in 1954. He passed away in 2015 at the age of 91. "For us at Peterson's, it's about our custom- ers. We've been in business for 63 years, since 1954, so to us it's our relationships with our customers. To me, that's my biggest priority is our customers, that they're happy, they keep coming back and buying motorcycles from us," Montero said. The group Montero has gathered for the skydiving ride and other long rides differs from the dealership-sponsored Harley Own- ers Group. However, Montero is working to get the two groups together and interacting at some events. "As the organizer, I don't sit. I don't allow them to get their little cliques, so I'll go from table to table to table and introduce them. And then I take them to pool nights as well, or do a pool tournament, and that way I get them all in one room, so everybody can get introduced to everybody, and it's worked out really good," he said. He added, "We're separate to the H.O.G. group. I'm trying to get the H.O.G. group involved because what happens is that the H.O.G. chapter is a little bit older gentlemen, so I'm trying to get my younger group mixed in with my H.O.G., and this is kind of the way that I'm doing that because at the end of the day, everybody likes the ride." The new group is growing quickly. Montero recently had a three-week span that attracted 100 new riders, and those new people are now connecting with other Peterson's customers. "I have a WhatsApp group for Peterson's, and within themselves, they'll communicate. Like the other day, we were doing a ride, and some of the customers were coming from south Miami … and they coordinated with them- selves to ride together. And that's what I've been trying to do; it's all about riding and that little community." (WhatsApp is a mobile app that allows people within groups to communi- cate with each other.) As for skydiving, it's an event that will be coming back in the near future. "We've had such a good response that they want us to do it again, so I kind of figured we'll probably do it in a couple months because now I have a lot more people that want to join." In fact, Montero is thinking about taking a group skydiving every quarter until everyone who wants to go skydiving has gone. PSB PETERSON CONTINUED FROM THE COVER One of the Peterson's Harley-Davidson skydiving groups boards a plane before taking off to skydive. These ladies were all smiles after skydiving. A group of Peterson's Harley-Davidson of Miami North customers and employees set off on a ride that led to a skydiving event on May 21.

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