Opening doors with Harrison EUROsports by Tigra Tsujikawa
T
he greatest advantage that a dealership has over any online retailer is a door. It is the real-life portal to the world of powersports that is engaging, inspiring and fulfilling. Harrison EuroSports in Sandy, Utah, understands the power of the door and open theirs to any and all customers. Hosting a series of fun and inspiring events helps increase door swings. Taking up a full corner of a business park, Harrison EuroSports is easily seen from I-15, the major thoroughfare running North to South of the state of Utah. The dealership carries BMW, Ducati and Triumph as well as a full complement of matching OEM accessories and apparel so that their customers can become immersed in the brand lifestyle of choice. Each of the brands has its own showroom connected to a dedicated service department. Location, strong merchandising and great staffing makes this dealership not only successful, but an ideal starting point for events. Owner Vance Harrison has always believed in the power of events. Experiential marketing is the key to creating passionate, loyal customers in this business. “We want to create and nurture the passion of riding motorcycles through events,” he says. Case and point: In early October, 55 riders enjoyed the Harrison Fall Ride. This weekend adventure included a
18
strong team of Harrison EuroSports staff, led by General Manager Ryan Stanley. Prior to ride day, a bag drop-off and tech inspection makes for lighter travel and greater confidence that you and your bike are up to the challenge. In my case, this meant a set of new tires for the 1,000-mile journey in rainy conditions and a new BMW Motorrad Rainlock jacket. Both proved to be lifesavers over the weekend… and beyond. The ride began in the doorway of the BMW showroom at Harrison EuroSports. With coffee and bagels in hand and great conversation (tall tales) by the group, there was just enough time to pick-up some gear and peruse the latest models before the rider’s meeting.