House of Harley-Davidson

Dealer Website:
6221 W. Layton Avenue, Milwaukee, WI
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
John Schaller
General Manager: 
Tom Derrico
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Years in Business: 
Gear, Apparel and Helmets: 
Genuine Harley-Davidson and licensed products
Genuine Harley-Davidson and licensed products
Parts and Tools: 
Genuine Harley-Davidson and licensed products
Average Age: 
Total Facility: 
50,000 sq. ft.
9,000 sq. ft.
PG&A Departments: 
13,000 sq. ft.
Service Dept: 
12,000 sq. ft.
Total Acreage: 

Mission Statement

Whether new to the road or a 20,000 mile-per-year rider, the House of Harley-Davidson exists to provide our customers a world-class motorcycling experience.  

Showroom Design and Layout

When customers enter the House of Harley-Davidson, they are greeted by our receptionist. We believe that this job is one of the most important in the building. Our receptionist is the first exposure a new customer has to our building and our way of doing business. People turn to her to know everything about everything – and when you host some of the most epic parties on the planet, that’s a ton of information. As such we have given our receptionist, Jenny, title of director of communications.  The House relies on her professionalism and smile to let customers know they’ve come to the right place.
The MotorClothes department and reception areas are a big, welcoming space at the House. The House of Harley has a lot to brag about in our MotorClothes department. Besides having the largest selection of functional and fashion gear in Milwaukee, the House is the top seller of Wolverine boots in the world. The top seller of Lodis Accessories in the world. And the top seller of Leather Accessories IN THE WORLD! Customers know that they only need to make one stop for the best gear, accessories, clothing, and gifts.  
To keep the MotorClothes department current, manager Jodi and her team change out the displays weekly with new inventory and fresh product. And each of the MotorClothes team members does a phenomenal job of knowing their customer. When new product arrives the team is calling, texting, and Facebooking the customers they know will love the fresh merchandise. It’s like having a personal shopper for the coolest store in the world.  When new bike buyers come through the MotorClothes department, they are treated like family and encouraged to ask questions about functional riding gear. We even assign groups of visitors biker names so they can embody their inner biker during their visit (it’s amazing to see “Ken from accounting” transform into “Highway Willy”).  
During the Harley-Davidson 110th Anniversary, the HOHD MotorClothes department ran not only their floor but a 5,000 square foot clear span sales tent on the grounds. Construction was a sight to behold and the team worked together to show off what it means to be the biggest Harley dealer in Milwaukee.
The House of Harley MotorClothes staff is the perfect example of passion for the product. They make every visit and every transaction fun while providing a level of service that’s second-to-none: a tenant every House employee works by.
When customers enter the HOHD sales floor, they are greeted by high ceilings, lots of natural light, hundreds of gleaming new and pre-owned motorcycles, and the best sales staff in the world.  Our sales staff genuinely cares about their customers. They connect in person and on social media, and spend time riding together and making sure the customer is happy even after the purchase. For the H-D 110th Anniversary the House had hundreds of units both on the floor and in the custom 1,500 square foot tent at the front of the dealership. The recently installed garage door connected the two spaces into one and invited party-goers to swing their leg over the bike of their dreams.  
Rider’s dreams come in different shapes and sizes, and making sure that everyone’s come true is the House of Harley’s Rentals and Rider’s Edge team. Manager Mark leads customers through the rental process with endless knowledge not just of the bikes (of course) but also of where to go and how to get there. The House is a one-stop-shop for renters whether riding themselves or with a group. Under Mark’s direction the House of Harley rental department accommodated hundreds of customers during the 110th Anniversary celebration. The House will provide routes, make hotel reservations, and even coordinate ride leaders for cross-country trips.  
And while we’re talking customer service, let’s talk about the only way to learn to ride a Harley in Milwaukee: from the House’s Rider’s Edge (Riding Academy) institution. The House’s riding coaches are the best in the nation, and are recognized as such by their peers. The House has graduated more riders than any of the local dealers combined. How?  By running the most professional,  thorough, customized, and complete program available.  
All of this knowledge, passion, and excitement is ready for anyone walking in the front door of the House of Harley-Davidson!    

Service Department

The House of Harley-Davidson is home to the best damn service department in the world!
Whether it’s scheduled maintenance or an emergency breakdown, the House service staff gets riders back on the road quickly and safely. HOHD employs 11 full-time service technicians. Five of our techs are Masters of Technology – the highest level of expertise as awarded by the Harley-Davidson Motor Company – giving us more Master Techs than any other dealer in Southeast Wisconsin. We offer VIP maintenance, Fast Lane Service, free loaners, and the most popular winter storage program in the state.  Most importantly, we fix it right the first time. Need more proof that the House service department kicks tail?  Ask any law enforcement officer on a motorcycle in Wisconsin. House of Harley has earned exclusive service contracts for every single motor officer in Wisconsin. The Milwaukee County Sheriff’s Office, Milwaukee PD, Wisconsin State Patrol, and more count on the House to keep them on patrol.  
The House service department is a huge space that welcomes customers from both inside the building and has its own dedicated entrance. Knowledgeable service writers are always on hand to answer questions and get the bike moving quickly. Part of giving customers a great experience is making sure our techs have the right tools for the job. The House has 34 lifts, both hydraulic and scissor, so that techs can have multiple bikes up at any given time. After getting the royal treatment from the House techs, every bike makes a stop in the wash bay to get a wash. Our reverse osmosis system leaves the bikes spot free and the customers very, very happy.  

Training and Employee Motivation Practices

Happy employees equals happy customers!
Keeping health insurance packages reasonable is a big priority for House of Harley management. The team works hard to keep prices reasonable for our hard-working staff. The House also goes above and beyond the expectations of a small business by offering a matching 401(k) program and a great employee profit sharing program. The profit sharing program isn’t just a great benefit for employees but it also helps management drive the home the idea that we’re all in it together. Benefitting from the store’s overall profit encourages camaraderie and helps break down any departmental silos. It’s easy - when the store wins, everyone wins.

Commitment to Customer Service

At the House of Harley, we don’t segment philosophies from goals or missions. It all boils down to one idea: provide every customer a world-class motorcycling experience for life. We empower employees to make the right decision, no matter the scenario. This comes in handy during years like 2013 when a party for a few hundred thousand of your friends requires all staff to come together as managers and ambassadors of the House of Harley! It was exciting and rewarding to ask staff to step up and watch them grow as team members. People worked together and without letting staff know they are trusted the House wouldn’t have been able to throw such an epic 110th Anniversary Party!

Involvement in the Community

If there’s one thing that the House of Harley holds near and dear, it’s giving back. The House of Harley hosts dozens of fundraising rides and poker runs every year. If a group requests assistance in planning their ride or fundraiser the House provides marketing staff at no cost. Many of the events are traditional rides and poker runs but others are out of the box, creative ways to raise money and awareness, and the House participates in events large and small. For example HOHD hosts the annual Lombardi Leathers and Legends Dinner, benefitting the Vince Lombardi Cancer Fund (Harleys and Lombardi?  Who wouldn’t have a good time?). HOHD staff works together to clear the showroom – no small task – and we load in tables for the sit-down dinner. Every year Packer legends attend and share stories from the gridiron.  Anyone can host an auction. Only House of Harley can host an auction with Bart Starr. 
We also believe community outreach can be successful in smaller doses. For example when a customer’s home country was experiencing massive floods, we donated to UNICEF on his behalf. For us it IS personal. 
Some charities and causes that the House and our HOG Chapter supported in 2013 include:
  • Toys for Tots
  • Autism Speaks
  • Concerns Of Police Survivors (C.O.P.S.)
  • Vince Lombardi Cancer Fund
  • Fisher House Wisconsin
  • Susan G. Komen for the Cure
  • Feeding America
  • Habitat for Humanity
  • Greenfield School District
The opportunities that the House had in 2013 to reach out to the community were unprecedented.