Vast is a word usually reserved for expanses of windswept plains, collections of great artwork or that panoramic view of the Yosemite Valley from the Wawona tunnel.

But peering into the front windows of Rick Roush Motor Sports, one is struck by the vast display on view — a sea of twinkling chrome, a riot of motorcycle and ATV colors, and a wide expanse of PG&A that clearly takes up a chunk of the store. It's a cavernous monument to powersports, visible through 5,560 sq. ft. of glass storefront.

And, for the Yosemite-minded, there's even a waterfall.

All of this — the grand statement, the 450-plus vehicles on display in a 24,000 sq. ft. showroom, the $1 million-plus in parts and accessories, the 15-foot waterfall — is part of Rick Roush's efforts to give customers a place to call home. The store scored the Dealernews Top 100 Best Display award.

A path designed to look like a road winds through the showroom and features turnoffs into areas identified by expressway-style signs that read "Cruiser Parkway," "Sports Bike Alley" and "Accessory Avenue." The waterfall sets off the off-road bike and ATV section. Hanging from the ceiling are limited-edition race bikes featuring faux riders designed to resemble Matt Mladin, Miguel Duhamel, Nicky Hayden and Ricky Carmichael, among others. "This is where people who have worked hard want to go to reward themselves," says Rick Roush the dealership's 44-year-old owner. "This is something that people are passionate about. It's a big part of their lives. So I wanted to create a gigantic toy store so that when people walked in they just didn't see a pole barn full of motorcycles; they can actually feel like they are a part of something. A lot of people's expression when they first walk into the dealership is 'Wow!'"

Roush (no relation to the famed Roush Racing family) had the "Wow!" factor in mind when he built the dealership two years ago, shortly after he bought the motorcycle business and some surrounding land adjacent to his Honda automobile dealership. Originally he wanted the real estate to expand his auto holdings, but when he found out the motorcycle franchises came with it, he bought the bundle and eventually relocated on some acreage alongside an expressway to get maximum exposure.

Medina, Ohio, winters condense a year's worth of selling into seven months, so Roush built to the limits of local zoning rules. He didn't want the size of his building to limit the amount of inventory, P&A or business he could accommodate, nor did he want to scrimp on room for service. Roush was operating in the original 15,000 sq. ft. motorcycle shop, so he knew what breathing room was needed.

Roush wanted to create a destination that drew customers even when weather kept their bikes garaged. This is where the open fire pit, the conference room, the coffee bar, the flat-screen TVs and the pool table come into play.

The numbers bear him out. Roush reports that between 2006 and 2007 — the time between moving from the old dealership to the new — the store doubled its annual sales from 627 units to 1,260. During the same time frame, income increased by 70 percent.