Luna adds Brighton store, becomes Michigan's biggest H-D group

Publish Date: 
Sep 3, 2013

DETRIOT, Mich. – The addition of Brighton Harley-Davidson will reportedly make Tom Celani's Luna Entertainment LLC the largest Harley-Davidson dealership group in Michigan.

Luna bought Brighton H-D for an undisclosed amount from Tulsa, Okla.-based Coast to Coast Power Sports LLC. The deal is expected to add $20 million in annual revenue to the group, which also includes Motor City Harley-Davidson in Farmington Hills.

"We love the growth potential of Livingston County. ... The location of the dealership is right on the freeway ... and it's the same media market for us," Celani told Crain’s Detroit Business. 

"We're able to add on to the dealership; it's undersized. (And) we know they haven't been hitting their potential of sales."

Celani plans a $2 million expansion, taking the dealership from 17,000 sq. ft. to 35,000 sq. ft. as he adds space to the showroom, service, storage space and parts departments. He also plans to add a HOG meeting room and a new Rider's Edge training course to replace a course Luna operated for the past eight years at a warehouse space in Farmington Hills. 

"The ultimate is to have the course attached to your dealership; people going by see others learning to ride and think they can do it if (others) can," he said. 

Luna plans to add 15 employees across all departments to the 35 already at the Brighton dealership by May. 

In Farmington Hills, Luna added five employees this summer, bringing that operation to 50. And it expects to add another 10 employees by spring, Celani said.

In addition to the two Harley-Davidson dealerships, Luna's other holdings include Motor City Powersports in Bloomfield Hills, Freedom Hill Amphitheater in Sterling Heights, Celani Family Vineyards in Napa Valley in California; and Red Dolly Casino in Black Hawk, Colo. 

Posted by Holly Wagner.