Top 100 2010 First Runner-Up: Rexburg Motorsports


First Runner-Up

Rexburg Motor Sports • 5-time winner

Owners: Jared Burt, Brad Ball, Allen Ball

Location: Rexburg, Idaho

Store size: 45,000 sq. ft.

Vehicle brands: Arctic Cat, BRP/Can-Am, Honda, KYMCO, Polaris, Suzuki, Yamaha

Visually, Rexburg Motor Sports is a stunning example of how a powersports dealership can carry its own unique aesthetic. From its modern, angular exterior to its spacious interior that’s complete with uniformly branded signage hanging throughout, Rexburg is easy on the eyes. But Rexburg’s appeal is more than skin-deep. As we wrote in our July 2008 cover story about the store, “A closer look at Rexburg Motor Sports’ daily operations reveals a team of creative, clever employees who know how to have fun with the daily grind.”

In addition to taking the first runner-up position in the Top 100 contest, this five-time winner also locked up the Top 100 Best Promotion prize for its in-store discount shop, the Big Bear Outlet, and the Top 100 Best Service Department award. The latter recognizes the store’s excellent back shop that does everything from high-performance modifications to routine maintenance work. Rexburg also has a knack for marketing campaigns that are just a little off-kilter. A year ago it was Mullet Madness, a contest to find and reward the owner of best (best?) mullet around. This time around, it was the Dr. Sasquatch ad campaign, which used the hairy beast in a series of spots for TV, billboards, YouTube, the store’s website, print and radio. The good doctor recommended — a la prescription drugs — custom machines created to stand apart from the competition.

The store also features a discount tire room which ranks tires as good, better and best. Rexburg is also one of a handful of Top 100 dealers that have started using text messages to inform customers about new inventory arriving, updates or recalls, financing promotions and other services. Customers who sign up for the service receive a coupon for a free set of tie-downs.