Aspen Valley Harley-Davidson changes name to Gunslinger

Publish Date: 
Mar 3, 2014

GLENWOOD SPRINGS, Colo. – A lot can happen in a few weeks, especially when someone new takes the reins. So lots of changes await customers at the newly rebranded Gunslinger Harley-Davidson and Power Sports in Glenwood Springs.

Since Harley-Davidson dealership veteran D.J. Stringer took over as the new operating partner and general manager at the former Aspen Valley Harley-Davidson, lots of things have changed.

“We’re rebranding, renaming and we’ve got a new staff with a new attitude,” Stringer told the Post-Independent. “My goal is to make this a destination dealership where people want to come and hang out — like a clubhouse.”

The new name came from customer suggestions, and the store’s events calendar is filling up: plans include a chili cookoff March 15, a spring training camp March 22 and a spring open house March 29. Visitors can also shop for ATVs, because the shop is also a Polaris dealership.

“This shop opened in 2006 with Jeff Soffer, who later bought out his partner,” Stringer said. “He needed someone with experience and [Harley-Davidson] is the only real job I’ve ever had. I’ve been a salesman, a manager and a general manager.”

Stringer is mindful of competition, but plans to make the most of a local advantage. “There are dealerships in Denver, Colorado Springs and Grand Junction,” he said. “But this area is where people want to ride.”

Posted by Holly Wagner