Pike's Peak Harley-Davidson


Best Event

Owner: Robert Brooks Location: Colorado Springs, Colo. Store size: 34,325 sq. ft. Vehicle brands: BMW, Buell, Ducati, Harley-Davidson, Hyosung, KYMCO, MV Agusta URL: www.pphd.com

For its Making History sale, Pikes Peak Harley-Davidson gathered four different dealers inside two huge tents on its five acres for what the store calls "the largest motorcycle sales event Colorado has ever held." Promotions materials — radio, newspaper, Internet and direct mail — advertised the fact that more than $3 million worth of inventory was up for sale. This included discounts on motorcycles, ATVs, parts and accessories and merchandise. Attendees also had a chance to win a $500 gift card by bringing in one of the promotion pieces.

The result? Customers walked away with 16 new units and three used units, which translates into $276,339.66 and $39,220, respectively. P&A sales totaled $67,910.88 and MGM sales came in at $43,405.72. Altogether the sale raked in nearly a half a million dollars in sales. Not bad for a three-day event.