Chaparral Motorsports — 2-time time winner
Owner: David Damron
Location: San Bernardino, Calif.
Store size: 170,000 sq. ft.
Vehicle brands: BRP/Can-Am, Honda, Kawasaki, KTM, KYMCO, Polaris, Suzuki, Victory, Yamaha
Chaparral Motorsports launched its maga-log, a hybrid catalog and magazine that features product listings and editorial coverage through the publication. The idea is to give consumers an evergreen magazine that uses instructional how-to articles, educational product pieces and lifestyle features to convert readers into buyers. For example, a feature on warm weather riding gear also includes listings for ventilated street and dirt riding gear and accessories such as a hydration system and a cooling vest. Prices are included, as are part numbers.