Erico Motorsports


Grand Prize Winner 2008

Owners: John Beldock, Tai Beldock Location: Denver, Colo. Store Size: 17,000 sq. ft. Years in Business: 14 Vehicle Brands Carried: Aprilia, Ducati, Moto Guzzi, Piaggio, Triumph, Vespa URL: Strengths: Judges came to a general consensus about Erico Motorsports: It does everything, and it does everything well. The Denver dealership has hit a high-water mark for powersports retailing, leading one judge to say, "This entry is the only one that gave me goose bumps. Erico truly taps into everybody's inner motorcycling geek."

In gunning for the top slot, Erico stated quite clearly its intentions to join the other dealerships in the Top 100 Hall of Fame. "Some people would wonder why we continue to chase the No. 1 spot," writes Tai Beldock, who owns the store with husband John. "Well the answer is simple: It's not enough for us to be good; we need to be great."

Through a mix of hard work and shameless self promotion (their words, not ours), the dealership has not only become a standard in Denver's European motorcycle and scooter scenes, it has reached out to the community at large in the Mile-High City. In 2007 Erico donated five scooters for various fund-raising efforts and raised $4,000 for Project PAVE, a program that helps children who are the victims of domestic violence. The store also auctioned off a unique graffiti art piece created for the unveiling of the Ducati Hypermotard. For four years the dealership has also sponsored the Scoot for Toys ride, which has raised more than $20,000 for the Denver Ronald McDonald House.

Ducati North America in 2007 chose Erico as a test bed for its prototype Ducati-only showroom. The redesigned space that John says "is like walking into a Nieman Marcus as opposed to walking into a Wal-Mart" was highlighted by DNA CEO Michael Lock at the OEM's dealer meeting in September.

The Beldocks chose to unveil their new showroom with an "Everything Italian" night, serving wine, food and gelato in recognition of the star of the evening, Ducati. The showroom also grabbed the attention of Denver's mayor, John Hickenlooper, who awarded Erico a Mayor's Design Award for "clever re-use of an industrial space."

Other highlights include Fashion Moto, a Euro fashion show that attracted more than 300 people, a free gas giveaway in which Erico filled the tanks of all scooterists who pulled up to the pump, a ladies night with Bev Brinson, editor of Scooter World Magazine, and the inaugural launch of the Colorado Chaos scooter rally. Local Triumph and Ducati riding clubs, as well as the gay and lesbian scooter club SQREAM (the largest scooter club in the United States), call Erico home.