PowerSports Business

November 6, 2017

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NEWS 4 • November 6, 2017 • Powersports Business 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 Schmieg 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: Lisa Pelissier, Alexander Spitz COLUMNISTS: Paula Crosbie, Steve Jones 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 customerservice@epgmediallc.com, call (847) 513-6025, fax (763) -383-4497 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 Robin Cooper, 763/383-4400 ext. 4491. Printed in U.S.A. OCTOBER 2017 31-Nov. 3: SEMA Show, Las Vegas NOVEMBER 2017 2-5: Lone Star Rally, Galveston, TX 2-5: AMA Road Race Grand Championship, Barber Motorsports Parks, Leeds, AL 3-5: Snowmobile USA Snow & Sale, Suburban Collection Showplace, Novi, MI 3-5: GasGas Test Ride Tour, Northwest Gathering, Bend, OR 4: 6th Annual Bob's Biker Blast, GO AZ Motorcycles, Scottsdale, AZ 4: AMA EnduroCross, Ford Idaho Center, Boise, ID 4-5: HydroDrags World Championships, Tavares, FL 4-7: 12th Annual Drag Specialties Dealer Ride, North Las Vegas, NV 5: Saskatchewan Snowmobile Show & Sale 2017, Saskatoon, SK 7-12: EICMA, Rho Fiera, Milan, Italy 9-12: Rocky Point Rally, Puerto Penasco, Mexico 11-12: FLY Racing Dealer Appreciation Ride Day, Durhamtown Off-Road Resort, Union Point, GA 14-17: Riyadh Power Sports 2017, Riyadh International Convention & Exhibition Center, Riyadh, Saudi Arabia 15: Motorcycle Industry Council's 2017 Inroads to the Future Communications Symposium, The Carson Center, Carson, CA 17-19: Progressive IMS Tour, Long Beach Convention Center, Long Beach, CA 18: AMA EnduroCross,Citizens Bank Arena, Ontario,CA 18-19: P1 AquaX, Fort Lauderdale, FL 24-25: KTM AMA National Adventure Riding Series, Palmdale, CA DECEMBER 2017 1-2: AMSOIL Grand National Cross Country Series Banquets, Morgantown Events Center at Waterfront Place, Morgantown, WV 1-3: Progressive IMS Tour, Jacob K. Javits Convention Center, New York, NY 7-9: Performance Racing Industry Trade Show, Indiana Convention Center, Indianapolis, IN 8-10: Progressive IMS Tour, Minneapolis Convention Center, Minneapolis, MN 9: S.N.O.W.FEST 5, Wahkon, MN 9-10: P1 AquaX World Championship, Key West, FL JANUARY 2018 5-6: GMZ UTV Winter Nationals Casey Folks Parker 250, Parker, AZ 6-20: 40th Dakar Rally, Latin America 23-26: SHOT Show, Sands Expo Center, Las Vegas, NV 26-28: Progressive IMS Tour, I-X Center, Cleveland, OH 26-31: Bintelli Dealer Meeting Cruise, Charleston, SC to the Bahamas 27-28: Garage Composites Update, Denver, CO 27-28: Motorcycles of Manchester Winter Bash and Monster Sale, Foxboro, MA Send an email to dmcmahon@powersportsbusiness.com to get your industry event added to the calendar. CALENDAR OF EVENTS FREEDOM POWERSPORTS The Powersports Business editors selected Freedom Powersports based on its commit- ment to the overall success of the powersports industry. The dealership's dedication to community support and dealership events continued to grow in 2016. Freedom Powersports began working with the Ronald McDonald House, a non-profit that helps supports families in need while their children are receiving medical attention. By increasing its charity outreach and non-profit work, the dealership was able to donate more than $125,000 to local charities and organizations in 2016. Freedom Powersports increase its revenue by double-digits in 2016 and increased new unit margins by a full percentage point. As a group, they sold 35 percent more new side- by-sides, 16 percent more PWC units and 4 percent more ATVs than in 2015. Service tech- nician efficiency was another success for the dealership, hitting 108 percent in 2016. TOP 10 RANKED In addition to announcing Freedom Powers- ports the No.1 dealer for 2017, Powersports Business expanded its ranking system in 2017 to include the top 10 dealers in North America. At No. 2 was Calculated Risk Motorcycle Group, based in Bedford, Texas. The dealership maintains an exceptional staff by operating by the motto: "Train them well enough to leave, treat them well enough that they don't want to." In 2016, the dealership group hosted a three-day off-site training session with every manager from each store. No. 3 was Lake Shore Harley-Davidson, of Libertyville, Illinois. The dealership hosts a new customer party each month to wel- come people to their family and celebrate. Lake Shore's two largest events are its annual bike blessing, which brings in a couple hundred people who spend up to $30,000 in product, and the Loop the Lake Ride, which had 90 local H.O.G. member meet for a four-state, four- night, 1,000-mile ride. Ranking fourth in the top 10 was Hunting- ton Beach Harley-Davidson of Westminster, California. In 2016, the dealership added sales summits for intensive training on processes and procedures, as well as leadership and management. With these summits in place, the dealership saw a triple-digit percentage increase in revenue and a double-digit net profit last year. Hattiesburg Cycles, of Hattiesburg, Mis- sissippi, was No. 5 on the list. The dealership launched a technician-mentoring program last year, which led to increased efficiency and fewer comebacks. In addition, Hattiesburg Cycles also increased its profit margin by 22 percent. No. 6 was Black Jack Harley-Davidson of Florence, South Carolina. The dealership aims to take care of its employees and keep them happy through weekly rides and storewide breakfasts, held at least once per week. Named No. 7 on the list, Moto Illimitees of Terrebonne, Quebec, doubled the dealer- ship's square footage in 2016. With the larger space, Moto Illimitees was able to create life- style boutiques by brand. The dealership also added 73 TVs and a bistro and lounge in its new showroom. Eighth on the list was America's Motor Sports of Madison, Tennessee. After promot- ing its marketing director in 2016, the dealer- ship creating a role specifically focused on digital marketing. Each of this group's stores has its own SEO and SEM focus that changes monthly, and the dealership develops a new in-house video each week. No. 9 was Ray Price Inc. of Raleigh, North Carolina. Known for its annual Bikefest, this dealership added a New Rider Boot Camp free of charge to all customers. Ray Price staff offers one-on-one training opportunities for riders who would like additional help with their skills and gain riding confidence. Rounding out the top 10 was The Transpor- tation Revolution of New Orleans, Louisiana. The dealership offers its Winner's Circle Ulti- mate Ownership Experience, which includes three years of scheduled maintenance, priority service scheduling, exclusive invitations to promotions and events, and a free loaner bike or one-way tow. BEST IN CLASS Three dealerships were selected to receive Best in Class awards in three areas: Best Place to Work, Best Service Department and the Ray Price Community Service Award. Alamo Cycle Plex, of San Antonio, Texas, was named Best Place to Work. The dealership made a concerted effort to improve its company culture in 2016. It implemented its first-ever storewide competition that brought team mem- bers together to compete against each other in a points-based competition. These tactics have led to a positive change in the staff's attitude. Chicago Harley-Davidson, of Glenview, Illinois, earned the Best Service Department award. To fill the need for upcoming tech- nicians, the dealership added a two-year, regimented training program for entry-level technicians. Even with this entry-level program in place, the dealership averaged a 94 percent proficiency rate. The Ray Price Community Service Award in 2017 went to Cole Harley-Davidson of Blue- field, West Virginia. When several areas in West Virginia were affected by major flood- ing in June 2016, Cole Harley-Davidson staff donated cleaning supplies and served as a collection center for anyone to donate to the cause. A team of the dealership's employees then delivered the supplies and served meals to volunteers and those affected by the flooding. HALL OF FAME Logan Powersports Group, of Logan, West Virginia, accepted their award as the second dealership to be inducted into the Power 50 Hall of Fame. Dealerships that are named the No. 1 dealer twice are inducted into the Hall of Fame. Logan, No. 1 in 2015 and 2016, joins GO AZ Motorcycles, of Scottsdale, Arizona, in the Hall of Fame. Mike Ratz, owner of Logan Powersports Group, thanked his team for all their hard work and the Logan community for their support. PSB Interested in joining in on the excitement next year? The 2018 Power 50 application will open in early 2018. Assessing the 2017 calendar year, the application asks about each dealership's business performance, year-over-year improvements, marketing efforts, customer service, social media, ser- vice department and more. The competition is open to all powersports dealers in North America — any size, franchise, or indepen- dent. To receive a personal invitation to the 2018 Power 50 application, send a request to PSB editor in chief Dave McMahon at dmcmahon@powersportsbusiness.com. 2018 POWER 50 APPLICATION POWER 50 CONTINUED FROM COVER

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