Harley-Davidson is riding high in Silverton, Colo.

Publish Date: 
Mar 21, 2014

SILVERTON, Colo. - Silverton Harley-Davidson is sitting on top of the world. Really. The store, which opened in 2012, is now officially recognized as the highest Harley store in the world, by virtue of the town’s 9,308 ft. elevation.

“That draws a lot of people here,” owner Jeff Murray told the Silverton Standard. “They want the T-shirt and the only way they can get it is to come to Silverton.”

The shop, which focuses on gear and apparel sales, is an extension of Durango Harley-Davidson. Murray expects the designation of the Silverton gift shop as an official, freestanding Harley store to bring in even more business.

“Every year Harley-Davidson publishes a travel atlas, which goes to about a million members of the owners group,” Murray said. “Now there will be a bar and shield logo next to the town of Silverton. We’re hoping that will draw more people to town.”

It helps to have a spectacular ride at the front door. “The Million Dollar Highway is rated as the fourth best motorcycle ride by the American Motorcyclist Association members’ own vote,” Murray said. “We’re really excited about that. Hopefully that will bring more visitors to town.”

All that and a renovation, too. The store plans a grand reopening celebration May 3 -- First Train Day.

“It will be all new inside. We’re trying to make it a fun stop,” he said. “We’re working with two groups planning to ride through the area and overnight in Durango. One of them is planning to stop in Silverton so they can get the T-shirts.”

Posted by Holly Wagner