Frieze Harley-Davidson Sales, Inc

1560 N. Green Mount Rd., O Fallon, IL
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Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Virginia G. Frieze
General Manager: 
Etta Frieze
Years in Business: 
49 Years
Gear, Apparel and Helmets: 
Harley-Davidson, R.K. Stratman, VF Imagewear, Bravado, Tori Richards, Main Gate, Jostens, S.G.I., Performance Marketing, Stamper, M.O.D., Bulova, ACE, DartWorld, David Uhl, Dept 56, Ande Rooney, Dunlop, Bakery Crafts, Benchmade, Global Product, Global Vision, Classic Leather, Hair Glove, Hallmark, Coastal Pet, and many more.
Harley-Davidson, Kuryakyn, Rush, Carp's Creations, V-Twin, Arlen Ness, Paul Yaffe Bagger Nation, Supertrapp, Progressive Suspension
Parts and Tools: 
Harley-Davidson, Vance & Hines, Rinehart, S & S Cycle, Fuel Moto, Motion Pro, Kent-Moore, Jims, Rowe, Arlen Ness, Zipper's Performance, Barnett, V-Twin, Rush, Kuryakyn
Custom Chrome
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
33,000 sq. ft.
3,240 sq. ft.
PG&A Departments: 
6,550 sq. ft.
Service Dept: 
9,800 sq. ft.
Total Acreage: 

Mission Statement

Frieze Harley-Davidson believes in providing outstanding customer service to all motorcycle enthusiasts, therefore helping to fulfill our customers' personal dreams of owning their own Harley-Davidsons. Motorcycling is more than a hobby or business to us, it is a lifestyle. As well as hoping to inspire people everywhere to do their part in protecting and conserving the environment, we have fun at what we do and continue to sell that Fun and Excitement since 1963.

Showroom Design and Layout

When walking through the front doors of Frieze Harley-Davidson, our open floorplan awaits you. Within steps, you are in contact with the greeter’s station, where the greeter is there to welcome and assist customers upon arrival. It is vital to find out what our customers' needs are when they walk through the doors so that we can cater to them and seek assistance where needed.

Step past the greeter's station and into the showroom, where natural slate flooring is used to highlight the newest collection of 2013 Harley-Davidson motorcycles. Step back to see the steel-grated catwalk located above the showroom, a unique feature used to showcase the owner’s antique motorcycles. This diverse collection includes three 1926 Board Racers, a '55 Hummer, a '63 Topper Scooter, a ’77 Café Racer, a '77 XLCH, a V-Rod Destroyer and other antique classics. Accompanied by floor-to-ceiling windows, the catwalk is easily recognizable from Green Mount Road. Illuminated with lighting at night, this display has become a staple of our two-story dealership. 

As you explore more of the showroom, look down and notice the difference in flooring as you venture into the MotorClothes and Parts & Accessories departments. This stylistic choice of bamboo flooring provides the perfect pathway to lead our customers from one department to the other. The flooring representation throughout the dealership is just another reminder of Frieze’s commitment to an environmentally friendly building.   

Make a straight path from the doors, through the showroom, and you will find yourself in the MotorClothes Department. Greeting you is the “Hot Spot Display,” showcasing the Harley-Davidson Pink Label Merchandise in honor of Breast Cancer Awareness Month. Continuing past the display will take you to the U-shaped cash wrap, which allows MotorClothes Associates to see all areas of their department. To the left of the cash wrap, a free-standing wall displays footwear and other accessories, accompanied by the glass helmet display. Walking past the helmet display will lead you into the core of the MotorClothes department. The entire right wall in the department is devoted to showcasing both women’s and men’s apparel. At the far right, you will find our children’s corner. The department is set up so that the sections are easily recognizable at first glance to our customers, making for an easy shopping experience. 

Moving through our fashion forward MotorClothes Department, customers can follow the crescent-shape to the right, into our Part & Accessories Department. This department can also be easily seen to the left of the showroom when walking through the front doors. When you enter into the P&A department, you are met by a large free-standing wall to your right hand side. One side of this wall features our “Design Center." This is where the Chrome Consultant sits with you and customizes your bike from top to bottom, creating the bike of your dreams. The “Design Center” is very beneficial to our customers when deciding how to customize their bike. Our Consultants are there to help you not only focus on the cosmetic aspects of your bike, but the performance as well. However, if you are looking to spruce up your bike on your own, the multi-fit wall may be what you are looking for.

All of our multi-fits can be found on the opposite side of the free-standing wall. Laid out in specific categories, it helps our customers shop for their bike from the rear to the front.

At the end of the multi-fit wall, you will find our large glass display of every cleaning supply you need to make that motorcycle look showroom-clean. As customers make their way to the back of this department, the entire back wall is broken up into Harley-Davidson Motorcycle families. With the help of prominently displayed signage above each section, it allows for easy identification by the customer. With the use of the back wall to showcase different models, it allows our P&A to display other accessories on free-standing fixtures throughout the department.

Service Department

Frieze Harley-Davidson has a state-of-the-art service facility equipped with the latest in diagnostic technology and equipment. As customers arrive, they notice the clean, well-lit Service Writers area, where they can check their bikes. The Service Writers area was constructed like a large breezeway, where customers can check in their motorcycle at one of our two service writer stations. As their bike is being worked on, they can have a seat in our customer lounge, located between the service and Parts & Accessories departments. Showcased with windows looking into the Service Writers area, here is where we treat each customer to complimentary coffee and popcorn. By having the customer lounge adjacent to the Parts & Accessories departments, it gives our customers the option to shop while waiting. After the motorcycle is serviced, our Service Writer will locate their customer and check them out at their own cashier’s office, allowing for easy customer service and explanation of services.

For customers unable to ride their motorcycle in to be serviced, our large floor power lift is conveniently located at the back service door for use. This one-of-a-kind lift is like none other in the area. Usually this type of floor power lift is run on a hydraulic system that uses hydraulic fluid, but not Frieze Harley-Davidson’s. When installed, it was very important that it was made more eco-friendly; therefore it was converted to a canola oil-powered lift. The transformation was fairly easy, eco-friendly and proved to be a great benefit for our valued customers who need assistance loading or unloading their motorcycle. This unique feature is just another “Green” initiative that powers Frieze Harley-Davidson.

When constructing the Service Department of Frieze Harley-Davidson, it was very crucial to continue the path of conserving energy. With a vast space of 9,800 sq. ft., we looked to using methods such as utilizing recycled motor oil to run through our radiant heat system located in the service department floor. We also installed nine sola tubes along with windows, which allow for a significant amount of natural light to stream in the service area. These are a few of the “green” features we take pride in, but our service department is home to several other unique qualities that set us apart from the rest as well. One of our popular aspects of service is our in-house Dyno Tuning Center. This takes the guesswork out of machine setup and offers reliability and performance to the customer that is second to none. Accurate data is gained by testing of the machine, which allows the technician to optimize your machine for the best performance, economy and power. Customers are invited to view the technicians as they work on their bikes through a window located on the side of the Dyno Room.

Our Fast Lane Service has become a favorite feature among our customers. Having Fast Lane allows them to bring in their motorcycle at their convenience during regular business hours, without an appointment. All Fast Lane services that are on our menu take under an hour for our technicians to complete. This includes an oil change, single tire change, installation of battery, grips, derby covers, air cleaner cover and many more.

In keeping with excellent customer service, there are six separate service bays that Frieze Harley-Davidson has to offer in our Service Department. This allows each of our valued technicians their own work benches with 4 large cabinets, a place for their tool boxes, motorcycle lift, used oil recycling container, and separate oil pumps that come directly to each station. By having separate oil spigots, it cuts down on foot traffic and spillage, which helps all of our techs to keep up their efficiency. The main oil supply is housed in two 330-gallon totes in our “Cold” Storage area, located past the service bays in the back of our service department. This area of our building is not heated or air conditioned to help us conserve even more energy, along with three sola tubes allowing motion detection lighting. In conjunction with Harley-Davidson, we were able to replace the normal 55-gallon metal drums with a much more eco-friendly oil tote system. The totes are made up of a large plastic bladder, inside a thick cardboard protection barrier, that is shipped on a sturdy wood pallet. All of those components are completely recyclable.

Last but not least, for easy bike delivery, the service department has its own loading dock. The loading dock is a covered, dry area. This allows us to safely unload motorcycles without exposing them to the elements. Once the bikes are delivered from the factory, they are placed on our stackable storage space, located in “Cold Storage," which allows the dealership to receive more bikes without the concern of where to store them.  All these features help us with our “Green” initiative and protecting and conserving the environment.

Training and Employee Motivation Practices

We strive to create a desirable shopping experience for our customers. In order to provide top-quality service to them, it’s crucial to keep our employees knowledgeable and motivated. Frieze Harley-Davidson strives to keep their employees constantly up to date on all the latest information by hosting seminars with Talon, Connect & CIM associates throughout the year. This tool not only provides team training with program representatives, but one on one as well. Each program is used for a different aspect at the dealership. Talon is the most common with all of our employees. We use this program for everything from point-of-sale to service scheduling. It is the common thread among all departments that keep our customers under the same system. Connect is a tool that our salesmen use to further their education that can in turn maximize their opportunities. During their seminars the Connect rep helps train them on customer leads, prospects and the customer maintenance program. CIM (Collaborative Inventory Management) is a tool just for our managers. When the CIM representative is here, they sit down with our managers and set up the most accurate reorder points for their department. This gives our managers the knowledge to keep the best seasonal & core inventory on hand to satisfy the wants of our customers. With the help of this information, both departments have earned Platinum level status within CIM, which in turn helps the dealership gain more “Harley-Davidson Bar & Shield points." As of August of this year, we have a 4.89 percent turn on P&A inventory and we have been able to reduce our P&A non-moving inventory by 5 percent. Our turn on General Merchandise is at 2.6 percent, with GM non-moving inventory down to 7.8 percent. These numbers reflect off of the use of CIM by our management and prove to be beneficial to the dealership as a whole. 

To ensure the success of all Frieze Harley-Davidson employees, we implement a mentoring program. This tool teams up new employees with their department manager. They not only learn product knowledge and how to maintain the level of customer service expected by the dealership, but it allows for the employee to build a relationship with their manager. To assist our employees in continuing education, they have access to H-Dnet. This provides tools to better our dealership, such as HDU, the DME and Shop Talk. Our employees are required to participate in the HDU (Harley-Davidson University) program. The Motor Company provides this continued education program to ensure that all employees stay current and educated on their products. We also encourage the attendance of DME (Dealer Marketing Engine) webinars. These allow our departments to stay updated on current marketing campaigns and materials being used by Harley-Davidson. Most recently, H-D held a webinar for the new 110th Anniversary logo. It featured the correct ways to use the new logo, but offered ideas to strengthen our marketing strategy as well. These webinars are perfect for dealer to dealer interaction. Shop Talk is utilized by our Parts & Accessories and Service Departments. This gives them access to information on new features as well as learning tools catered to their departments.  

Finally, the Frieze family enjoys getting the employees together after work hours. Things such as the employee Christmas Party, bonfires at the GM’s house and staff parties give employees time to socialize outside of work. We also host monthly staff meetings where management can update employees, discuss upcoming dealership events and offer them tips on how they can improve. Our staff meetings also offer a perfect opportunity to recognize employees for individual or team achievements. For example, each Department has a monthly goal, which is tracked on their board designated for their department. They are then reviewed at these monthly meetings. Any department that meets their goal is rewarded with a free lunch. When our employees go above and beyond to achieve a dealership goal, we are always happy to cheer them on and reward them. All of these different tactics have strategically been combined to build a strong and knowledgeable staff.

Commitment to Customer Service

As our Mission statement says, “Frieze Harley-Davidson believes in providing outstanding customer service to all motorcycle enthusiasts, therefore helping to fulfill our customer's personal dreams of owning their own Harley-Davidson. Motorcycling is more than a hobby or business to us, it is a lifestyle.”  This has been a family-owned and operated business since the doors opened. Everyone that walks through our front door is another addition to our family. We have strived to accomplish those goals and have the testimonies to prove it.

For example, this past Memorial Day weekend, we received two phone calls on Sunday at closing time. Two different riders were stranded while traveling on the holiday weekend. One was an hour and a half away from Frieze. Since it was late in the day, they were shot down by Harley dealers located closer to them. Our Operations Manager Steve told the first rider to be towed to Frieze, while the other rider was able to ride in. They arrived 45-60 minutes after closing time, but Steve and our Lead Tech, Tim, were able to complete the repairs within two hours and our riders were on their way again. Both were nice enough to take the time and write testimonials on our website to share with our other customers.

Frieze prides itself on having customer loyalty programs at the dealership and online. Our customers are very important to us; after all, we wouldn’t be in business without them! It’s important to incorporate more than one way to show we appreciate them. Our two most popular in-store programs are the “Frequent Shopper’s Club” and “Military Wednesday." The “Frequent Shoppers Club” card gives our customers stamps for every $20 they spend on regularly priced items. We have also had double stamp days and opportunities for customers to receive stamps on sale merchandise. “Military Wednesday” gives active military personnel 15 percent off their purchase every Wednesday. Since our dealership is only minutes away from Scott Air Force Base, this is just a little way for Frieze Harley-Davidson to give back to all of those who give so much for our freedom. In addition to our in-store programs, we have an E-Mail club that you can access on our website. Every month we have an “Eblast” winner that is randomly selected from our list of subscribers. We use this to thank customers for staying up to date with us. 

The “Customer Path” is another unique service we offer to our new bike owners who at the time of purchase tour the different departments of Frieze, so they can get acquainted with our staff and the services we offer. We want to get to know each and every one of our customers by their name, so they feel welcome when they return. Continuing down the “Customer Path," they receive a “Welcome Packet” when they finish their motorcycle purchase, which allows us to get the customer involved in our events and promotions. In addition, they receive information on our local and national Harley Owners Group (HOG) member benefits, a copy of the latest Hot Bike Magazine and much more. Frieze Harley-Davidson encourages our new bike owners to get involved with HOG by gifting them their first year of membership to the national and local HOG.  By giving them this opportunity, we feel they will become more inclined to meet new people who love the kind of lifestyle they do. It is a great way to make lasting friendships with fellow riding buddies. We also have upcoming event flyers posted throughout the dealership to inform all returning and new customers on what we have going on as they shop.

We reward our motorcycle purchasers by having a day at the dealership just for them! Our Customer Appreciation days are the perfect way to celebrate our long time customers and to get to know our new customers. We provide the riders with breakfast, a great ride put on by the Sales Department, and then serve lunch upon their return to the dealership. This provides the new riders great bonding time with our employees and fellow riders. We also offer men’s and women’s garage parties to give our customers the chance to learn even more about riding in general, mingle with fellow riders and get to know the dealership. We provide lunch, multiple learning exercises, a safety seminar by a Motorcycle Safety Foundation officer with corresponding handouts, free goodie bags and a booklet to keep on their bike with helpful tips and tricks.

Proof that our customer service philosophy works, lies in the hands of our customers. Recently a customer, Kurt Lanner, returned to Frieze to purchase a new 2013 Electra Glide, which marked Lanner’s 50th year of purchasing motorcycles from Frieze H-D. Lanner has lost track of how many bikes he has had over the past 50 years, but has purchased every single one from Frieze. Our customers are part of our family. Our owner Jenny Frieze and her husband Larry were there to present him the keys to his new bike and a local magazine was there on-site to capture the celebration.

Involvement in the Community

The Frieze family has opened the dealership to many charitable events this year. This May marked our 17th Annual Bikers Against Cancer Ride. This year’s ride hosted over 400 riders and generated $25,500, which brought our total contribution to $339,500. The dealership and our HOG Chapter, The Stone Celts, host two Senior Days at two local Cambridge House Senior Living facilities. These days consist of eating lunch with the residents and some of their families, then our HOG members give rides to all those who want to ride on a motorcycle.

After each person is done with their ride we take a picture of them on the motorcycle as a keepsake from the day. This is one of the smaller, light hearted charitable events we do throughout the year, but it is one of the most rewarding. We also continue to support a variety of community charities by donating silent auction baskets, door-prizes and monetary donations. It’s very important to us as a dealership to give back and support our surrounding communities as best as we can. The dealership is also a national drop-off location for "Cell Phones for Soldiers" and "Hope for Heroes."

Another way we give back to our community and our soldiers is by hosting a monthly “Friday Night Live” Concert event. We hire a local band and serve food one Friday a month during the summer months and have the local Collinsville VFW Riders man the beer wagon. These concert nights not only provide a family friendly atmosphere, but all of the money raised from the beer sales goes to the Wounded Warriors Project. This money is used to help supply every day items to our wounded warriors and their families staying at The Fisher House in St. Louis, which is a “home away from home” for family members and caregivers coming to the St. Louis area with their loved ones that are undergoing extensive treatment and/or rehabilitation.

Frieze also hosted our second-annual Dog Days of Summer Pet Adoption Day this summer. We work with Gateway Pet Guardians, who pick up strays off the streets of East St. Louis and take them in to stay with foster homes until they are adopted. In order to help Gateway as much as we could, we added an incentive of, bringing in a pet donation and receive a gift from Frieze. We were able to rack up some pet food, toys, etc. for them to take back to the shelter with them. By hosting general events like these, it gets the whole community of O’Fallon involved, not just the riding community.

In keeping to our eco-friendly way of business, Frieze has stepped outside of our role as a motorcycle dealership and became an environmental advocate by holding meetings and tours on the green initiative for businesses and schools such as Ameren IP, Southwestern Illinois College, McKendree College, University of Missouri – Rolla and numerous architectural firms. We have even hosted a tour for dealers from Harley-Davidson of Japan to explain how we went green and keep the eco-friendly lifestyle alive.  We also offer a drop off location for ink cartridges, toner cartridges and household batteries for recycling and proper disposal.

This year marked our first “Frieze-Cycling Drive” at the dealership. Since we believe in an eco-friendly lifestyle, we felt it was time to venture beyond just a drop off location for certain recyclable materials. We partnered up with CJD E-Cycling for a community electronic recycling drive. This was a great way to get the whole O’Fallon community involved in recycling. With the new law forbidding the throwing away of electronics unless recycled properly, we knew that this had the opportunity to be a great event. We didn’t stop at just electronics, since we already had the drive on the schedule; we added a tire, battery & oil drop-off on the same day. The feedback from the community was outstanding! We plan to start hosting them twice a year starting in 2013.

Other ways Frieze Harley-Davidson likes to get involved with the community is to open our dealership to other local businesses and organizations as a venue to have their events. We have hosted The Southwestern Illinois Resource Conservation & Development Trivia Night, local Edward Jones Financial sessions and even a Harley enthusiast’s wedding. These events were a way for Frieze Harley-Davidson to show the neighborhood our desire to become a valuable addition to the community.