Issue link: https://read.dmtmag.com/i/485263
www.PowersportsBusiness.com MOTORCYCLE Powersports Business • April 6, 2015 • 41 Harley-Davidson of Fargo on the road again From celebrating 40 years with H-D to launching a new branch in Fargo, the Entenman family bleeds orange and black BY KATE SWANSON ASSISTANT EDITOR The Year of the Horse is officially over, but powersports dealers are convinced there's more horsepower where that came from in 2015. This season is gearing up to be a profitable one, causing several dealers to take preparations on the road. Many dealers are reporting high sales vol- umes, both in units and overall. One Harley- Davidson dealership has relocated closer to the interstate, which has proven to help exist- ing customers roll in and future buyers notice the business. Summer is the perfect season for riding, except when road construction gets in the way. To avoid the mess, Harley-Davidson of Fargo is moving just a few miles away from its original Main Avenue location to be closer to the inter- state. It's also a way to kiss the months of road construction goodbye. "Main Avenue in West Fargo is going to be shutdown all-summer long," said Jim Enten- man, owner of H-D of Fargo. "They're putting in four lanes with curb and gutter. So there was a sense of urgency when considering the move." Entenman and his family bought the loca- tion in 2013, changing the store's ownership for the first time in more than 50 years, know- ing that the move was imminent. "We knew from Day One that we needed a new facility, a modern up-to-date facility," Entenman said. "One that would have bet- ter access for technology, and we needed a larger green space because we do an awful lot of events." H-D of Fargo lives up to the Harley experi- ence, offering bike nights, demo rides and open houses at its current location. "At the old facility we knew as the buyers coming on board that the facility would not be compliant with H-D's retail regulations. But that being said, we went in with our eyes wide open, realizing that we needed to have a space that was better for our customers. It's all about the retail experience and the ownership experience, and our new facility is really going to provide that to our customers." The Entenmans, including Jim's two sons and brother, have a rich history with Harley- Davidson. The family's two other stores reside in South Dakota — J&L Harley-Davidson of Sioux Falls and Glacial Lakes Harley-Davidson of Watertown. "Interstate accessibility is always good in the summertime, especially when you're dealing with a lot of tourists. Our location in the Dakotas is excellent for tourists, the ones going to Sturgis or going out to the Rockies, etc.," Entenman said. "Our new proximity [in Fargo] gives us easy on-and-off access from the interstate, which really becomes an essential part of the business." Entenman looks forward to many new expansions, including his sales floor, service space and even staff. "We've added somewhere between four to six additional staff people anticipating the move into our new location." The new West Fargo dealership will yield a larger selection of general merchandise items, including MotorClothes, a wider selection of parts and accessories and an expansion to the service department. "It's just going to be really good. And of course, from a visibility standpoint, it's all about location," Entenman said. "It's going to be very prominent when you're driving down the interstate." If everything goes as planned, Harley-David- son of Fargo will open its doors to the public on the April 27. It'll be a soft opening, he added, with a ribbon-cutting ceremony on April 28. "May 15 and 16 will be the official opening of the new location, and we've got a lot of special events that will be planned for that," he said. It's a big year for the Entenmans with their Sioux Falls dealership celebrating its 40th birth- day and the launch of their new Fargo branch. "It's going to be a heck of a celebration for us — celebrating 40 years in the business and starting the new dealership up in Fargo, and we're bringing that experience closer to the cus- tomer," he said. "We're bringing operational excellence to the Fargo area, so we're really excited about being up there." PSB The new West Fargo, N.D., location will yield a larger selection of general merchandise items and P&A, as well as an expanded service department.