Santa Fe Motor Sports

2594 Camino Entrarda, Santa Fe, NM
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Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Owner(s): 
Sid Mace and Nancy Blake Mace
General Manager: 
Sid Mace
Years in Business: 
17.5
Gear, Apparel and Helmets: 
Helmets: Arai, Shoei, Icon, Scorpion, Answer Racing, Fox, Fly Racing, AFX Apparel: Alpinestars, Firstgear, River Road, Fly Racing, Fox, Oakley, MSR Gear: Moose Racing, Ogio, QuadBoss, Kolpin
Accessories: 
Moose Racing, MSR, Cycle Country, Scott, Oakley, Fly Racing, Fox, Pro Taper, Kali Protectives
Parts and Tools: 
Motion Pro, K&L, MSR
Distributors: 
Helmet House
Distributors: 
Marshall
Distributors: 
Parts Unlimited/Drag Specialties
Distributors: 
Sullivans
Distributors: 
Tucker Rocky/Bikers Choice
Distributors: 
Western Power Sports (WPS)
Male: 
78%
Female: 
22%
Average Age: 
37
Total Facility: 
12,500 sq. ft.
Showroom: 
8,300 sq. ft.
PG&A Departments: 
2,200 sq. ft.
Service Dept: 
2,000 sq. ft.
Total Acreage: 
1.5

Mission Statement

Santa Fe Motor Sports' goal is to be the recognized leader in the motorsports industry serving northern New Mexico. We are committed to providing superior customer service in all four of our departments: Sales, Service, Parts and in our Business Office. We strive to make each and every customer part of our dealership family, and make Santa Fe Motor Sports part of the community. We are committed to maintaining a team of helpful, friendly employees who are knowledgeable about all the products and services we offer. We strive each day to achieve our motto: Santa Fe Motor Sports, It’s Where the Fun Begins!

Showroom Design and Layout

Santa Fe Motor Sports has a large, open showroom with lots of light. The street front of the dealership is an all-window front with the door located on the left side. At the front door, the sales and business office is located to the right. The Service counter and Parts department are located along the back wall. Hanging from the center ceiling of the showroom floor is a large Polaris display piece with four TVs playing videos showcasing the products we offer.

The showroom floor is full of ATVs and motorcycles. We keep the side-by-sides and tractors on display outside, in front of the dealership. The showroom floor is rotated at least six times a year, with seasonal product showcased in front. We have a theme area for the different seasons, which right now is themed for the hunting season.

The walls surrounding the showroom floor are slatwall and full of the larger accessories we offer for sale. In front of the parts counter, we have cases full of accessories including oil and fluids. On either side of the parts counter is where our helmets are located, with easy access for the Santa Fe Motor Sports Parts Sales Team to help fit customers.

We have a large tire display located between the parts and service department. We have an additional stock room full of tires to accommodate our customers. The phone is answered, “Santa Fe Motor Sports, home of the lowest-priced tires.”  We run a tire special with same-day service.
 

Service Department

The Santa Fe Motor Sports service counter is located to the left of the parts counter. We have a separate door located next to the service counter which makes it convenient for the service writer or service manager to walk around and go over customers' units without leaving the service area.

The menu board is located behind the service counter, and the service manager’s desk is behind the menu board. There is a door into the shop near the service manager’s desk.

 As with the showroom, the service department's shop area is an open floorplan with lots of light and two additional skylights. The walls around the shop have several built-in benches with space for each technician’s tool box. There are four work stations with four lifts that can be moved to wherever they are needed. We have a tire-changing station with two tire changers, a battery-charging stating with a parts washer. Our set-up station contains an indoor wash bay. There is a large garage door and another separate door to access the service yard easily. The service yard is large, gated and secure.
 

Training and Employee Motivation Practices

Santa Fe Motor Sports believes in training for all departments.

The Sales Department uses Dealership University and RPM videos with workbooks and any factory training that is offered. Our Sales Manager provides daily coaching and practice to sharpen the sales skills, learn product knowledge, perfect paperwork and keep current with new products and industry events. During the day, they practice skills with product presentations, interviewing skills, people skills and closing techniques. Our Sales Manager uses contests, games and incentives to motivate his sales staff.  Then he mentors those who exhibit talents that will enhance the Dealership.

The Parts department and service writer utilizes Dealership University and the RPM videos as a training guideline. The Parts Manager works with each parts employee on how to help a customer, and not just take orders. He trains his staff to be outside of the parts counter to truly help our customers find what they need and want.  He puts together contests and incentives based on line items per tickets, or on the highest sale of a certain item. This creates a fun atmosphere for both the employees and the customers.

The Service technicians are required to participate in on-going training. This training is done through the factories we represent on- and off-site. They are also required to do onlline training.  The technicians receive incentives for reaching benchmarks set by the Service Manager which has been a great motivation.
 

Commitment to Customer Service

Santa Fe Motor Sports' goal is to provide exceptional customer service in all departments. We believe in being proactive with our customers, not reactive. Management holds weekly meetings on what is the best way to service our customers. And then, how we can implement those tactics with our staff. We emphasize that knowledge is key, attitude is key and presentation, for all departments, is key.  Santa Fe Motor Sports believes the application of exceptional customer service is not only for the customer in the present time, but it lays the groundwork for retaining the customer in the future and making him/her part of the Santa Fe Motor Sports family.

One example on providing customer service to our customer family is through social media. We have monthly newsletters, blogs, videos, and of course, Facebook and Twitter.  We use social media to keep our customers informed on what is happening at Santa Fe Motor Sports and anything in the community that relates to the industry.  We use our newsletters and blogs to give our customers tips on where to ride, how to care for their units and monthly specials.  The feedback we have received from our customers has been extremely positive.
 

Involvement in the Community

Santa Fe Motor Sports is active in our community on both a micro and macro level. We not only strive to help out in our industry, but at many different levels. Some examples of how we have helped the community this last year include, but are not limited to: Kitchen Angels, a nonprofit organization that delivers food to old and terminally ill people. (Santa Fe Motor Sports delivers every Tuesday afternoon.)

SFMS also helps out the Santa Fe Horse Shelter, an organization the rescues horses, rehabs them and places them into new homes. Santa Fe Motor Sports has participated in several fundraising events for the shelter. We also have given donations to the local high schools, Boys & Girls Clubs, Special Olympics and Shrine Circus. This past weekend, we participated in the grand opening of La Tienda Motor Cross track, a new motorcycle and ATV track built on land donated by the City of Santa Fe. Santa Fe Motor Sports had a BBQ, providing food and drink for the event.