4 • May 2024 • Powersports Business

Sun Harley-Davidson and Sun Enterprises of Denver , Colorado , have been acquired by Sun Powersports Investments , LLC . The former owners of the dealerships are Kathleen Simmmerman , JR Simmerman and Ron Lang .

Sun-Harley Davidson has been in business for over five decades and is Colorado ’ s oldest Harley-Davidson dealership . A recent press release says the iconic dealership has a legendary name in the motorcycle industry and is established as one of the industry ’ s leading retailers . The dealership operates out of a 36,000 square foot facility and will continue operating under the same name . Plans have been announced to relocate the business to a new Fuel facility .

Sun Enterprises is Colorado ’ s largest powersports , motorcycle , ATV and side-by-side dealership and the 76,000 square foot facility sits on five acres of land . In 2018 , Sun Enterprises received the Can-Am National Dealer of the Year Award for being the No . 1 Can-Am dealer in the U . S . Sun Enterprises will continue operating under the same name and remain at its current location .

Senior Partner George Chaconas and Partner Courtney Bernhard of the Harley-Davidson & Powersports Division for Performance Brokerage Services were the exclusive sell-side advisors for this transaction .

“ I was absolutely thrilled and grateful to help Kathleen and JR Simmerman , along with their operating partner Ron Lang , in selling their Sun Harley-Davidson dealership , the oldest Harley-Davidson dealership in Colorado , as well as their Sun Powersports dealership , the highest volume multi-line powersports dealership in Colorado ,” Chaconas says . “ It was very exciting and challenging advising

BY MELISSA COFFEY CONTRIBUTING WRITER

Given that we ’ re knee-deep into spring and ready to launch into summer , the two questions that I have received recently by so many dealers are not uncommon :

“ How do I set up the most impactful marketing event plan for the next few months to drive sales ?”

“ What else can I do to drive consumer engagement ?”

When it comes to event planning , Candace McLerran , marketing manager of Javelina Harley-Davidson says it ’ s important to remember the five P ’ s “‘ Prior , Preparation , Prevents , Poor , Performance .’ It ’ s really important to stay organized and communicate with your peers or staff . One event in particular that was successful for our dealership was when we partnered with the Guardians of the Children - San Antonio Chapter for their annual rally / fundraiser . We had over 30 vendors , five food trucks , and multiple bands throughout the day . We made sure to have checklist along the way as we were planning , several meetings leading up to the event and also delegating certain task to associates .”

To attract customers to a dealership , it ' s essential to offer events and promotions that resonate with their interests . Here are several effective event strategies that we ’ ve helped dealers execute :

Demo Days and Test Ride Events : Coupling the ride event with a same-day purchase discount , only exclusive to participation in

Sun Harley-Davidson has been in business for over five decades and is now owned by Sun Powersports Investments . Photo courtesy of Sun Harley-Davidson

the ride event , is another way to encourage sales tied into the event . This not only gives hands-on experience with your products but increases the likelihood of a purchase .

“ Exclusive ” Launch Events : The key here is to make the customer feel unique and special which in turn promotes chatter and bragging rights . For some , it ’ s as simple as being able to say “ I got to drive Brand X ’ s new model and got cool swag ”.

VIP Events : Reward loyal customers and attract new ones by hosting VIP events with special perks , such as early access to sales , exclusive discounts or services .

�Community Engagement Events : Host charity fundraisers , group rides , or bike nights you can harness the power of social media to run contests , giveaways or photo competitions around these events .

Now let ’ s pivot a bit to driving consumer engagement . Again , some dealers have this figured out but typically every dealer would like to increase consumer engagement and drive new door turns . So , how to do it and how to do it successfully begs the question . A few more ideas here that are basic but have worked well in the past with several dealers :

�Seasonal Sales and Promotions : Whether it ' s a " Spring Fling " sale or a " Summer Adventure " promotion , seasonal incentives can drive traffic to your dealership . Targeting campaigns around Mother ’ s Day , July 4th and Back to School have also seen a spike in dealer traffic .

Educational Workshops : Offer workshops or clinics on topics like motorcycle

on the sale of this family-owned and operated business of over 50 years as they did not have a succession plan .

“ This was a difficult transaction with many moving parts that required a lot of finesse and expertise ,” he continues . “ After courting multiple qualified buyers , we identified the perfect unique buyer committed to continuing the strong legacy built by the sellers . I am optimistic that the new ownership will do a great job supporting the long-term employees and loyal customers that have been associated with the dealerships for many decades . I can ’ t thank our clients enough for entrusting myself and our PBS team in a very successful buy-sell transaction . I wish Kathleen , JR and Ron much joy and prosperity in the next chapter of their lives .”

“ I appreciate the opportunity to work with my senior partner , George , on the sale of Sun Harley-Davidson and Sun Enterprises ,” Bernhard adds . “ It took a lot of hands on deck to get the deal done and I appreciate everyone involved that saw it through to the finish . After spending two full days at the closing , it was very apparent how important the employees and customers meant to Ron Lang and JR Simmerman . Best wishes to the sellers in their retirement and look forward to working with the buyers on growing their portfolio in the near future .”

or vehicle maintenance , safety tips or riding techniques . Providing valuable knowledge and skills to customers demonstrates your dealership ' s expertise and builds trust .

Referral Programs : Implement a referral program where existing customers are rewarded for referring friends or family to the dealership . Incentivizing word-of-mouth marketing can lead to a steady stream of new customers .

Racing Events , Sponsorships : Sponsoring local races or participating in larger events can significantly boost brand visibility and credibility . Hosting viewing parties or organizing a ride-along during races can further engage customers and strengthen brand loyalty . Raffling off race tickets and hosting tailgate events at race events has also served to drive consumer engagement .

By offering a mix of engaging events and enticing promotions , you can drive customers to your dealership , enhance brand loyalty and ultimately increase sales . The key is to understand your target audience and tailor your offerings to meet their needs and interests . Dealerships are more than just places to buy bikes and vehicles ; they ' re hubs of community , passion and adventure . To thrive in the competitive world of sales , dealerships must go beyond traditional marketing tactics and engage riders in meaningful ways .

Till next time , shiny side up and checkered flags !

Melissa Coffey is a Powersports industry veteran with over 25 years of experience in sales and marketing leadership . She currently oversees CATCH , her consulting firm which provides fractional sales and marketing support to companies in the powersports , motorsports , bicycle and EV industries . www . powersportsbusiness . com Editorial and Sales : 763.383.4400 Subscriber Service : 763.383.4492

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