Big St. Charles Motorsports Mall

3830 West Clay St., Saint Charles, MO
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Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Owner(s): 
Brad Holzhauer
General Manager: 
Dennis Wappelhorst
Days of Operation: 
Sunday
Days of Operation: 
Monday
Days of Operation: 
Tuesday
Days of Operation: 
Wednesday
Days of Operation: 
Thursday
Days of Operation: 
Friday
Days of Operation: 
Saturday
Years in Business: 
6
Gear, Apparel and Helmets: 
Fox, Fly, Seven, Alpinestars, Icon, Speed & Strength, Shoei, 6D, Scorpion, Bell, HJC, 100%, Spy, Olympia, Tourmaster, Scala Rider, Go Pro, Oakley, Cortech, Thor, Arai, Alias
Accessories: 
Yoshimura, Two Brothers, Kuryakyn, Dragonfire, Renthal, Custom Chrome, Saddlemen, Renthal, Moose Factory Effex, Bel-Ray, Maxima, FMF, VP
Parts and Tools: 
Motion Pro, Bikemaster, Yuasa, ODI, Renthal, Pro Taper
Distributors: 
Custom Chrome
Distributors: 
Helmet House
Distributors: 
Other
Distributors: 
Parts Unlimited/Drag Specialties
Distributors: 
Tucker Rocky/Bikers Choice
Distributors: 
Western Power Sports (WPS)
Male: 
75
Female: 
25%
Average Age: 
30
Total Facility: 
70,000 sq. ft.
Showroom: 
40,000 sq. ft.
PG&A Departments: 
15,000 sq. ft.
Service Dept: 
15,000 sq. ft.
Total Acreage: 
6

Mission Statement

We aim to provide riders with more options for machines, apparel, and parts and accessories than any other dealership in our district. We strive to be the largest volume-dealer in the Midwest.  Our mission is to serve all riding needs from childhood to adulthood through superior friendliness, knowledge, awesome events, and competitive pricing. We have ample room on our grounds to sponsor and host events of all kinds. We entertain, educate, and sell like no other dealer in our area. We are the #1 volume dealer for Harley-Davidson, Yamaha, Honda, Kawasaki and Suzuki in our districts, and the only Indian Motorcycle dealership within about 200 miles.

Showroom Design and Layout

We believe we are a TOP 100 Dealer because we are home to a large variety of motorcycles, ATVs, side by sides and scooters. We strive to be the largest volume dealer in the Midwest.
 
Our inventory is currently displayed in three very distinct showrooms. We have one showroom dedicated to a plethora of new and used imported motorcycles, ATVs, SxS, scooters and PWCs.
 
Our second showroom is only a couple of years old and is modernized. This showroom is home exclusively to our new and pre-owned Harley-Davidson inventory. Upon entering, customers are greeted by one of our friendly receptionists. New inventory is located on one side of the receptionist, used inventory on the opposite side. We display a variety of all available models so that customers are able to view an assortment of accessories for each model. Located behind the used bikes is our parts and accessories department. Our knowledgeable and distinguished chrome consultant has a desk in this department, and he is always available to help customers sort through the abundance of available parts and accessories. At any given time, we have 2-3 parts and accessories staff members available to help customers Located on the other side of the showroom, directly behind the new Harley-Davidson inventory, is our Motorclothes department which is always full of the latest seasonal merchandise. We regularly have two or three Motorclothes staff members available to help customers. Our Motorclothes department is equipped with fitting rooms for both men and women.
 
Our third and newest showroom is dedicated exclusively to Indian Motorcycle. This brand new, stylish showroom contains the latest models, as well as displays of authentic Indian Motorcycle apparel and parts and accessories.
 
We have two distinct waiting rooms. We always have hot coffee and popcorn available for customers waiting for paperwork, service to be completed, and for customers who just want to hang out and talk about motorcycles.

Service Department

The service department, for our motorsports customers is wide open to the casual customer browsing the pre-owned showroom and/or the parts department. The service counter is conveniently
located at the end of the service drive which features an automatic door, allowing all service customers to come straight in without having to deal with any possible weather difficulties. All customers are greeted by a service representative when entering the service area.
 
The mechanics are located behind the service drive where they have sufficient privacy and ability to stay focused on the work at hand. One of our customers' favorite features is that we do offer pick-up and delivery free of charge.
 
Our Harley-Davidson service department is located directly behind the new bikes.
 
Our customer lounge includes a 42-inch television. We also have fresh coffee and popcorn available at no charge to customers.

Training and Employee Motivation Practices

We believe in leading by example. We promote our employees who show the ability and willingness to devote their attention and time to making this dealership run smoothly and efficiently while providing a pleasant atmosphere for both employees and customers. We emphasize customer service by providing hand-written thank you cards and personal telephone surveys for all customers.

Commitment to Customer Service

Customer service is our priority. We understand the the key to building and maintaining a strong customer base begins and ends with the level of customer service provided. Our philosophy is simple: ensure the customer leaves feeling satisfied, and returns feeling confident.
 
We have a full-time position dedicated to customer service and quality control. This person deals with all new purchases and service appointments. When a customer purchases either a new or used unit, our customer service representative will be there during delivery to go over the basic components and functions of the bike and accessories. Customers are then introduced to one of our service directors.
 
The service director educates the customer on scheduled maintenance and what they can expect in regards to costs and services to be performed. After speaking with the service director, customers are informed about the variety of extras that we offer to customers and the general public, such as rider training classes, education seminars and events hosted by the dealership.
 
Our customer service representative is also responsible for addressing any questions and concerns, as well as performing follow-up calls and hand-written thank you cards to customers. The follow-up calls are intended to measure customer satisfaction, regarding satisfaction with the product, as well as their experience with the dealership and dealer staff. The thank you cards are simply an attempt to go the extra mile and to show customers that we genuinely value their business. 

Involvement in the Community

Community outreach is a vital part of our marketing strategy. Community outreach allows us to increase market share, as well as develop new business relationships. Partnering with local charities and local chapters of a national group helps us build and maintain brand loyalty, while also increasing market share.
Our community outreach program includes donations to various charities, hosting various charity events, and sponsoring various campaigns and operations. Also, we sponsor and host meetings for a local chapter of the Harley Owner Group, St. Charles H.O.G..
 
Every Saturday from April to September we hire a live band and provide free hot dogs and beverages. We pay for the live band and we generally find a local vendor to sponsor the free hot dogs and beverages. This event generally draws a good crowd and provides people a place to just hang out and talk about bikes. The event has increased our foot traffic on Saturdays.
 
One of the ways we like to practice community outreach is by hosting events. We partner with and host events for several great organizations, including March of Dimes, American Red Cross, Pink Heals Tour, Ride for Wishes, Make a Wish Foundation, and many more. A few of  our most popular events include our annual Easter Egg Hunts and pictures with the Easter Bunny. We also do pictures with Santa Claus for the winter holidays.
 
In order to help spread motorcycle safety awareness, we partner with the Missouri Motorcycle Safety Program. With this organization, we provide space and equipment for their rider coaches to execute rider safety classes for riders of all experience levels to become more familiar and comfortable with operating on and around motorcycles.
 
Of all of our events, our annual Supercross Autograph Party is probably our largest. People from surrounding states show up to this event for a chance to meet and get autographs from their favorite professional Supercross riders. In 2014, we were the exclusive autograph party in St. Louis. We estimated several thousand people passed through our doors. Many of these attendees purchased merchandise either for themselves or to have signed by their favorite riders.
 
Sponsorships are another way that we like to implement community outreach. We sponsor one of the number one rated radio morning show for men ages 18-34 and also ranks top three for persons 18-49. Those demographics fall right into our target audience. We partner with the morning show to host the best calendar girl search contest in the Midwest. The calendar girl contest was inaugurated in 2010 and continues to draw large crowds. This event is one of the largest contributors to our increased marketshare since 2010. We also partner with KSHE95, a classic rock radio station. We annually host the very popular KSHE95 classic car and motorcycle show. In addition to sponsoring radio programming, we also sponsor amateur and professional Motocross, Supercross, Superbike, and Go-Kart racers.
 
In order to help spread motorcycle safety awareness, we partner with the Missouri Motorcycle Safety Program. We provide space and equipment for their rider coaches to execute rider safety classes that are designed for riders of all experience levels in order for riders to become more familiar and comfortable with operating on and around motorcycles. This program is also recognized by the Missouri Department of Motor Vehicles as sufficient training to be applied toward acquiring a motorcycles endorsement on their drivers license.