Posts Tagged ‘Destination Daytona’

A Saturday at Harley-Davidson of St. Augustine

January 18, 2010

Dealernews Top 100 Dealer Builds Traffic Several Ways

ST. AUGUSTINE, Fl. (Jan. 16, 2010)—Owner Clark Vitulli opens his small Harley-Davidson store here before 8 am this cool, drizzly Saturday morning, making last minute preparations for a couple of special events and the shooting of several TV commercials.

Sales of all makes of new and used motorcycles were down more than 40 percent in Florida last year, but Vitulli’s operation bettered that sad figure; his sales were off by less than 30 percent. The operation generated revenues of nearly $10 million last year. One reason for his success is that he worked hard on promoting the store and giving prospects many opportunities to visit his 16,000 sq. ft. facility. It has a 9,000 sq. ft showroom and a 7,000 sq. ft. service department with 10 service bays that is completely air conditioned with an AC duct in each bay. There are 20 full-time and part-time employees.

There’s a picnic area and a band shell for live music every weekend. There’s also a shuttle bus running to the huge outlet mall nearby.

Clark Vitulli

Today, the store is promoting a 9 am blood drive, followed by the monthly meeting of the store’s HOG group. After the meeting, the film crew will move in to shoot footage for a series of 30-second TV commercials featuring customer testimonials. The shoot will last a couple of hours. After that, traffic should slow down this afternoon.

While it seems a bit crazy here, it’s a typical Saturday for the store.

The dealership also operates a tiny retail satellite operation (Harley calls it an Alternate Retail Outlet – ARO) a few miles away in St. Augustine’s Old Town, the center of this delightful historic tourist attraction. St. Augustine is the oldest city in the United States, older than Jamestown by 42 years, in fact. It was founded in 1565, 55 years before the Pilgrims landed at Plymouth Rock. Vitulli and his business partner, Allen Good, opened the small 1,500 sq. ft. store to sell apparel and accessories in December, 2009. It’s in the high rent district of splashy retail shops on St. George Street, the main tourist venue, but with the high pedestrian traffic, it generates sales of about $200/sq ft and helps drive riders to the main store located on the edge of town, just off I-95.

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Bruce Rossmeyer Killed in Motorcycle Accident

July 31, 2009

The news traveled fast on Thursday that Bruce Rossmeyer, the dealer extraordinaire who dreamt upPicture 1and built Destination Daytona, the man behind one of the largest network of Harley-Davidson dealerships and various auto dealerships and other holdings, was killed while riding with a group of friends to the Sturgis Rally.

Immediately after finding out about the accident and while writing an obit for our website I called up Maurice Slaughter, the owner of four H-D stores in Virginia and North Carolina. I know how small this industry is and figured Slaughter could offer some insight into Rossmeyer. Turns out Slaughter knew Rossmeyer from their previous lives in the automotive business. The Virginia dealer had been with Toyota dealer development when Mr. Daytona Beach decided to retire from the auto business in order to sell motorcycles full-time. Well, Rossmeyer was (more…)