Three generations keep business humming at Motorcycle Mall

Publish Date: 
Jun 18, 2012

BELLVILLE, N.J. - The three generations of men from the Resciniti family don’t always see eye to eye on what’s best for the business, but their collaboration has made the Motorcycle Mall in Bellville a success.

The business recently moved to a shiny, new 108,000 sq. ft. showroom, tripling the size from its former site with the $4 million expansion project.

John Resciniti Jr., 58, is owner and president of the store founded by his father in 1975. Son John “LJ” Resciniti III, 27, is vice president and director of operations.

It hasn’t been an easy road. LJ graduated from Fairleigh Dickinson in 2007 with a degree in entrepreneurial studies. The older generations were a bit more seat-of-the-pants about marketing. So they panicked when he spent $80,000 to advertise on NJ Transit buses heading into Manhattan in 2007.

“When he spent that money on the buses, I wanted to choke him,” John Jr. told the Star-Ledger. “But it worked. He had already signed the contract, so we couldn’t get out of it.”

The dealership started as Newark Motorcycle 37 years ago, selling Indian motorcycles and offering service. “We sold the hell out of ’em,” John Jr. recalled. Two years later, they had outgrown the first shop and moved to expand.

The team is hoping the new dealership has a wow factor that will keep customers coming back. The store is two floors of motorcycles, ATVs, PWC and gear.

“It’s a lot more interactive,” said LJ. “At the old building, we were just tripping over ourselves.”

Posted by Holly Wagner

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