Adam Smith's Texas Harley-Davidson in Bedford, Texas, kicked off the grand opening of its new 72,000-plus square-foot store with a massive three-day-long celebration. The new Texas Harley-Davidson, which sits on six acres, is larger than 90 percent of Harley-Davidson dealerships in the country. The $10 million-plus store has 40,000-plus-square-feet more than the previous site and two full showrooms, one located on the second level with the capacity to showcase more than 500 bikes. Texas Harley-Davidson is the number one store in Texas, and in the top ten in the nation, for the past two years. The dealership's unique features include an interactive parts bar, the world's largest Harley-Davidson Bar & Shield, an outdoor covered area for events and a ride-in service department. Texas Harley-Davidson is located at 1921 Shoalmont Road in Bedford and is part of Calculated Risk Motorcycle Group's family of five Harley-Davidson dealerships in Texas.
"Bedford is proud to be home to Texas Harley-Davidson. We have a lot to offer riders in our City, which draws people from all over DFW and North Texas," said Mayor Jim Griffin. "We appreciate Texas Harley-Davidson's business contributions to our city, as a major sales tax generator, and we also value them as a community partner because of their longstanding support of several City events and charitable organizations."
"The new Flagship is 'home' for our Texas Harley-Davidson family," said Owner Adam Smith. "This new store gives us room to showcase our extensive collection of bikes and gear but also gives us room to grow our family of riders and team members. Our riders come back week after week for the Texas Harley-Davidson lifestyle of organized weekly rides, events like Bike Nights and to hang out in our two customer lounges. Our growth and success are a result of our team and our riders, and the experience they give and get!"
The dealership's unique features include its Parts Bar, which removes the traditional transaction interaction and simulates the experience of friends customizing bikes together in the garage. Its service department allows the convenience of riding directly inside and up to its service desks. Texas Harley-Davidson's "signature scent," called Grit – a combination of grease, tires, leather and burning gasoline – infuses the store via its aroma injection system. Visually, the store has the look of an old manufacturing building, with exposed steel, brickwork and elevated walkways. Every company engaged in the new dealership process is local, from its architect and general contractor to its uniform provider. The store will employ 100 team members when fully staffed.
"The Harley-Davidson Motor Company is delighted to see the vision of Adam Smith and his team come to fruition. This store will certainly bring a unique flavor to the Harley experience; encompassing all aspects of the brand within a truly stunning retail environment. It will appeal to anyone with an affinity for the brand; both riders and non-riders alike. I am excited to see the new addition to our family flourish and congratulate our partners at Texas Harley-Davidson on the opening of their new store," said Christian Walters, managing director, United States for Harley-Davidson Motor Company.
The three-day grand opening celebration began with a Friday afternoon chain-cutting ceremony with the mayor of the city which was attended by several city council members and the city manager. It included presentations from the Keller Independent School District's Air Force Junior ROTC and Keller Central High School's Drumline. Representatives from the Bedford fire and police departments attended and a four-legged (and adoptable) representative from Bedford Animal Services proudly attended wearing the latest Harley fashion. Friday's celebration ends with a late-night concert by Memphis Soul.
Saturday's all-day celebration includes four live bands with headliner Grady Spencer & and The Work; a motorcycle and go-cart "drill team" demonstrations by Shriners Hella Motor Patrol and Moslah Mystic Wheels; veterans from the organization 22 Kill rappelling from the roof of the building; and a fireworks show, heavy with orange and silver pyrotechnics. Sunday's Family Day event includes music from School of Rock Fort Worth and School of Rock Southlake Dean's List bands, a Trick Cowboy and a rock-climbing wall.
"With this new space, we've taken our quality of service and calendar of community events, like rider education, bike nights and organized rides, to a higher level," said Texas Harley-Davidson partner Neil Noble. "We planned every section of the store with great detail and we are excited for everyone to come to the grand opening festivities so they can enjoy it, as well."