Destination Daytona Soldiers On Without Bruce Rossmeyer

Publish Date: 
Mar 4, 2010

Though Harley-Davidson mogul Bruce Rossmeyer is gone, his family is carrying on the tradition at Destination Daytona and his other superstores.

Shelly Rossmeyer Pepe oversees management and operations and works at Destination Daytona, where a tribute screen rolls her father’s pictures and videos. In Daytona Beach, the family is reviving Bike Week presence for Rossmeyer's first motorcycle dealership, on Beach Street. Rossmeyer’s picture is still at all the dealerships and in promotional materials.

“We wanted to keep his brand of dealership because that is what he worked so hard to do at his locations. To keep his face up there for a while — our family feels strongly about that,” Pepe told the Orlando Sentinel.

Destination Daytona hasn’t escaped the recession, but Pepe says it took a while to set in.

“We didn't get hit by it really until the fourth quarter (last year). Biketoberfest (the autumn motorcycle rally in Daytona) was down 25 percent and since then, we've been down 35 percent,” she says.

Posted by Holly Wagner