Women Who Roll 2014: Beverly LeResche, Superstition H-D

Publish Date: 
Apr 24, 2014
By Dave Koshollek

Since 1973, Beverly LeResche has successfully owned and operated three different Harley-Davidson dealerships. As vice president of Superstition Harley-Davidson in Apache Junction, Ariz., 35 miles east of downtown Phoenix, Beverly oversees departmental processes and procedures. Her husband Mark serves as president, and Beverly tells me he excels at customer service and problem solving.

Beverly starts each day by greeting her employees. “I feel this is an important part of being one of the owners,” she said. “So, first thing every morning, I walk around to every department and acknowledge each employee. I try to encourage them for the day, sometimes talking about how close they are to their goals or reminding them of special events coming up for the weekend.”

An avid motorcycle rider since 1974, Beverly typically rides a Harley-Davidson Road King model. She has made the trek from Apache Junction to Milwaukee, Wis., for every Harley-Davidson anniversary since Harley's 90th in 1993.

Beverly's commendable personal style and extraordinary expertise have guided her dealership to earn two gold, four silver and two bronze Harley-Davidson Bar & Shield Awards in just the last nine years. She believes a dealership owner should “have a good set of morals and ethics instilled not only for yourself, but in your team. Make it very clear what your expectations are for each member, for they can make or break you as a business owner.”

I've known Beverly LeResche since 1983 when she opened her first Arizona dealership in the Phoenix suburb of Tempe. She is quick to smile, exhibits care and concern for her customers and staff and is a strong positive influence on all who interact with her. The result is a dealership where the staff truly operates as a team.

Beverly has a suggestion for females aspiring to be a dealer: “Know your competition. If the location is in a metro area, get a feel for their business practices. It’s a matter of awareness. You don’t want to react to the competition, rather watch your back and be proactive.”

Beverly's recommended reading for females running a dealership includes The 4 Disciplines of Execution by Stephen R. Covey and 1001 Ways to Reward Employees by Bob Nelson.

“The woman I most admire is Nancy Davidson,” Beverly stated, “for her graciousness under pressure and her friendship. She is an icon in the motorcycling world, always accommodating the riders with autographs and pictures. She never seems to tire of it.”

Read all the 2014 Women Who Roll profiles here.