Charlie's Harley-Davidson

With a new general manager and a new marketing manager in place, it was requested in late September to put together a large dealership event in just three weeks.

With October being dedicated to Breast Cancer Awareness, it seemed like a natural theme. Our marketing manager literally hit the streets searching for local sponsors. A local radio station donated a $3,000 advertising package. Over a dozen local businesses as well as individuals donated everything from gift certificates to supplies for the event itself. Practically every employee in the dealership jumped on board with some sort of help – donors, ideas, vendor connections, volunteering for anything needed. We had three local bands donate their performances so we could provide live music.

With two weeks left, the radio advertising launched. Everyone connected to this dealership shared the event through their personal media outlets such as Facebook and Twitter. Even the band members who were involved got the word out. Right up until the day before the event, we had people stepping up to add something. The Mayor’s Office usually requires 30 days for any permits, but not only did they rush ours through in three days, they also granted an additional permit we were unaware that we needed.

On October 13, 2012, the City of Huntington blocked off the entire street in front of our dealership and Charlie’s Harley-Davidson kicked off our first annual Breast Cancer Awareness event. From noon to 7 p.m., we had everything from a dual-bike burnout pit to live bands, door prizes, pin-up and biker models, street vendors, tattoo and custom bike contests. Budweiser and Coca-Cola donated ice cold beer, soda and water. Because of the generous donations received, we were able to offer everything for only what people wanted to give. Our parking lot was standing-room only and the entire block was lined with motorcycles. It was truly an amazing event that we were able to pull off in just 3 weeks. We collected $1,664.49 for a local foundation that provides mammograms for non/under-insured women. We are extremely excited about next year’s turnout now that we have significantly more time to plan and advertise!