Fay Myers Motorcycle World in Greenwood Village, Colo., may be one of the largest, best-known dealerships in the country, but it hasn’t gotten so big that staff has forgotten what’s important — the customers and the industry as a whole.
“We try to work very hard to be a one-stop shop. We try really hard not to be a big box store, even though we are a big box store,” explained general manager Jason White, adding that the dealership pushes heavily on customer service and tries to maintain a boutique experience despite the store’s size.
The dealership also advocates for the industry and issues that affect the sport, such as helmet laws, insurance laws and public land rights. White is also a board member for the Powersports Dealers Association of Colorado.
“The dealership has a very, very long, rich history of being involved in the sport that we are retailing in and has always fought for both dealer rights and rider rights,” White said.
With 10 brands under one roof, effective training is important.
“We’re very, very big on training,” White said.
The dealership lumps its units together by segment and trains employees, so they become experts in different segments and brands, for example, some are well-versed in European brands, while others focus more on Japanese OEMs.
“If you come in, and you want to talk to a salesperson, you can get someone that’s an expert in the field you’re looking in,” White reported.
The dealership uses internal training, visits from outside consultants and OEM training to hone its staff’s skills.
“We have some great people in the F&I department, very high intelligence, hard-working people that follow a process that we implemented 15 years ago,” White said.
Fay Myers’ large parts department focuses on keeping the latest and best products on the floor. The department also relies on its involvement in the community to drive traffic.
“It’s a great support piece to the motorcycle community around us, being involved with different poker runs and supporting those groups,” White said. “Helping support different causes as much as we can drives people to the parts department.”
As in every other department in the store, training ranks highly in service.
“We’re very committed to all the factory training, highly committed. I have the most factory trained techs probably in the five-state region for most of the manufacturers I carry,” White boasted.
Fay Myers focuses heavily on unique events to attract customers to the store. Each spring the dealership hosts a big open house and block party, with stunt riders, such as Jason Britton, other entertainment and vendors.
“We also do service personnel appreciation [day]. Anyone in the military, fire department, police department gets special pricing, and we bring in as many people from each branch,” White said, adding that the dealership will send donuts to area departments to encourage their employees to stop by.
The dealership also hosts other family-friendly events to get new riders into the sport. Every winter Santa stops by the dealership and gives away a dirt bike or other kids toys. A summer kids day, including riding, bounce houses, Club Disney and free temporary tattoos and T-shirts draws customers from all over the area, even as far as Wyoming.
“We do a huge kids day where we build a dirt track in our parking lot, and American Supercamp comes in and trains kids all day long how to ride dirt bikes,” White said. “That’s a great, very much highly followed event.”
The dealership also hosts a variety of other events throughout the year, appealing to its regular customers and attracting new buyers.
The dealership is diligent about its inventory management, making sure to keep well-moving product, while getting rid of items that don’t sell.
“We measure it every single month; I mean constantly, constantly, constantly,” White reported. “I don’t have any magical dust on it. It’s discovering problem areas and not ignoring them.”
What attracts employees to your dealership?
Fay Myers offers its employees competitive wages, a company 401K plan, heath insurance and vacation days. The dealership’s turnover has been very low.
“We try to take care of each other,” he said. “There’s very, very good people here that are very, hard-working dedicated people.”
Location: Greenwood Village, CO
# of Locations: 1
Full-time employees: 67
Year founded: 1948
Principal/Owner: Mark Wallace and Lisa Schomp
OEM brands: Honda, Kawasaki, Suzuki, KTM, Polaris, Ducati, Vespa, Piaggio, Aprilia, MV Augusta