28 • September 2023 • Powersports Business

BY MADELYN HUBBARD ASSOCIATE EDITOR

The MOTO Museum in St . Louis , Missouri , displays the motorcycle collection of Steve Smith , an avid motorcyclist and dealership owner . The museum includes about 75 pre-world war vintage motorcycles from over 20 countries and almost 100 years of motorcycle history . And ideally , the museum is connected to Smith ’ s dealership , Moto Europa , which carries Triumph , Vespa , Piaggio , Ducati , and KTM .

“ It ’ s a really cool atmosphere because it really links motorcycle history together ,” says Chad Faerber , general manager of the dealership . “ You can walk through the museum , which is free , and see the history of motorcycles going into the modern bikes of Ducati , Triumph , KTM , Vespa and Piaggio .”

The museum operates during the same hours as the dealership , Monday through Saturday , and most regular customers have strolled through the museum at least once . “ Every once in a while , we ’ ll get something new in there or something that rotates out , so it seems like regulars walk through it a couple of times a year ,” Faerber explains .

The MOTO Museum provides a stunning experience , with artistic architecture enhancing each model on display . Faerber explains that specific areas dedicated to Triumph , Ducati , KTM , and Piaggio are designed to complement each brand ’ s vintage bikes . The facility includes a combination of stained concrete flooring , hardwood flooring , vintage brick and other details that create a classy environment throughout the museum .

Sections of the museum are also rented for weddings , banquets , and corporate events . “ We ’ ve had companies come in to have Christmas parties and we have a catering company , so we ’ ll cater [ those events ],” Faerber says . “ And we do pretty good with all of the corporate events and weddings too .”

Before opening the dealership , Smith opened the museum , then a motorcycle themed restaurant . Although the restaurant closed during COVID , he is considering reopening and rebranding the restaurant in the future . There is also a hotel attached to the complex , and Smith is considering opening it in the future as well .

MOTO MUSEUM HOSTS THE DGR The dealership has a history of involvement with the Distinguished Gentleman ’ s Ride ( DGR ). The MOTO Museum has provided a perfect final destination for DGR riders , providing plenty of space and food . “ For the last few years , it has ended here in our banquet hall and riders , men and women , come in dressed up in Gentleman ’ s gear ,” Faerber says . “ We do some giveaways and set up tables and dinner for them .”

Last May , the dealership put on an afterride party , and about 80 motorcycles rolled up to the event . “ At our banquet hall we have

The MOTO Museum displays the motorcycle collection of Steve Smith , owner of Moto Europa in St . Louis , Missouri . Photos courtesy of Moto Europa

The museum includes about 75 pre-world war vintage motorcycles from over 20 countries and almost 100 years of motorcycle history . a fully catered meal , a raffle , giveaways , and music is playing . It seems like it ’ s getting bigger every year . It got killed a little bit with COVID , but it seems like it ’ s coming back .”

RETURNING TO THE INDUSTRY Faerber grew up riding two- and four-wheelers . He had multiple dirt bikes , and his parents had plenty of land for him to ride on . “ As I got older , I switched to street riding and did a couple of track days when I lived in Charlotte ,” he says .

Faerber started his career in powersports young , first attending MMI in Daytona Beach . After graduating , he returned to St . Louis to work as a technician for a couple of dealerships in the area . He also gained experience in the parts and service departments . Faerber then worked at a dealership in Charlotte , North Carolina as a parts manager , then as a Helmet House rep . for the midwest .

He transitioned to the automotive industry for about 10 years before returning to the powersports industry , which he says he was always drawn to from the beginning . He started at Moto Europa in the parts department before he was promoted to general manager .

“ It ’ s a great industry ,” he shares . “ The people are great . Our customers are always fun to hang out with and do events with .”

The dealership participates in multiple events throughout the year , and Faerber was excited about an upcoming motorcycle and car cruise and show . The dealership will participate in the cruise and show this October , providing Ducati motorcycles for the event .

TECHNICIANS , TRAINING AND BENEFITS

“ It ’ s always hard to find motorcycle techs . We hired a new tech about six months ago , but we could easily use one more ,” Faerber says . And he explains that after a tech is hired , the wait to fill a position in the service department continues , as new hires must travel to train to become certified Ducati and Triumph technicians .

But once the dealership hires , new employees have plenty of reasons to stay . “ Our owner owns a larger company , so we have a great 401K , and we have great insurance . We also have dental insurance and other things that I don ’ t think you get with smaller dealerships . It ’ s a great place ; you can have a full career here . You don ’ t worry about growing out of the space , or especially if you have a family , having insurance ,” he explains .

Depending on the season , Moto Europa employs seven to eight employees . MOTO Museum has a staff of around two , and the catering kitchen is staffed with a full crew .

To keep employees connected , the Moto Europa team gathers for a Christmas party every year . The team will either enjoy an activity or event together , or they will go riding . “ Last year we did a small ride to a place where we had a BBQ afterward ,” Faerber says . And a Top Golf will be opening down the road from the dealership , so the team also plans to play a couple of rounds together when it opens .

FINISHING THE BUSY SEASON STRONG

Faerber explains that as Q3 comes to an end , the busy season does too . So , the current focus at the dealership is to keep sales up and the service department busy . “ They are scheduled out about three weeks in service ,” he says . “ We ’ re just trying keep everybody busy and get every sale possible before we start to slow down for the season , which is usually around October .”