Colorado dealership sold to first-time buyer

Performance Brokerage Services announced the sale of Durango Harley-Davidson in Durango, Colorado, from Jeff and JoDell Murray to Trevor Bird, a first-time Harley-Davidson dealership owner.

Durango Harley-Davidson was established in 2002  by Jeff Murray and his wife, JoDell Murray, and Herb and Caroline Shipp. In 2012, they opened the Alternate Retail Outlet in Silverton, Colorado, named the “World’s Highest Harley Store,” providing a wide variety of Harley-Davidson merchandise and apparel. After 15 years of ownership, Murray decided that it was time to retire from the Harley-Davidson business. Following the sale of his dealership, Murray commented, “Selling your lifestyle is difficult, and finding the right buyer, even more so. George Chaconas from Performance Brokerage Services stayed on it until we achieved both goals. Many thanks.”

Trevor Bird’s lifelong dream of owning a Harley-Davidson dealership became a reality in June 2017, when he and his wife acquired Durango Harley-Davidson. Trevor shared, “I have worked in the Harley-Davidson dealer network for fifteen years as a dealership employee and had always dreamed of one day owning my own dealership. George Chaconas’ commitment, dedication and persistence is what made the deal happen. George and Performance Brokerage Services fulfilled our family’s dream of becoming a Harley-Davidson dealer and for that, we are forever grateful.”

With easy access to the Million Dollar Highway, voted the #4 best motorcycle road in the United States by AMA and a top-10 scenic ride by AAA, Durango Harley-Davidson is a destination for all Harley-Davidson riders and enthusiasts. Durango Harley-Davidson will continue to operate under the same name and will remain at its current location at 750 South Camino Del Rio in Durango, Colorado.

George C. Chaconas of Performance Brokerage Services commented, “What a joy it brings me to have assisted Jeff and JoDell Murray with reaching their hard earned retirement, while maximizing the value of their assets, and to have helped Trevor fulfill his lifelong dream of becoming a Harley-Davidson dealer. It is now Trevor’s turn at the helm and I wish him tremendous success. Thank you, Jeff and JoDell for the opportunity to have represented you.”

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