Given its location near multiple military installations, it's only natural that a theme honoring the U.S. Navy runs throughout the interior of Bayside Harley-Davidson in Portsmouth, Va. And it's this theme that makes the dealership a two-time Top 100 winner for the Best Use of Theme category.
From stem to stern, the dealership has been designed with the U.S. Navy theme in mind. A second-floor catwalk resembles an aircraft carrier bridge wing while watertight doors and various running lights are featured elsewhere in the store. A lifeboat serves as the sales manager's desk.
But the store's commitment to the armed services is more than skin deep. Its annual Fleet Ride Rumble Through The Tunnels featured more than 1,200 motorcycles in a police-escorted ride that raised more than $10,000 for the Navy and Marine Corps Relief Society. The dealership also sponsored a series of seven concerts at different military bases that were free to military personnel and their families. — Dennis Johnson