The world’s largest Harley-Davidson (NYSE: HOG) dealership has opened in Scottsdale, and the massive building features much more than just motorcycles.
Billionaire businessman and philanthropist Bob Parsons, who owns the Harley dealership, said they built as much as the space would allow, including 60 feet up and 90 feet down.
“I wanted to make it a total attraction,” Parsons told me Tuesday at the dealership. “It gives people a reason to come and hang out.”
The 150,000-square-foot two-story building at 15656 N. Hayden Road will hold its grand opening celebration Saturday, coinciding with the fourth annual Bob’s Biker Blast, featuring a performance by the Doobie Brothers with Michael McDonald.
The dealership features many unique aspects to a Harley shop, including a Leather and Lace lingerie boutique, a Club Tattoo piercing and tattoo studio and a 95-seat chapel and multipurpose room for weddings and events.
The upstairs customer lounge features a free arcade, Wi-Fi and Hog coffee bar, next to the outdoor patio for events.
Parsons will host the first wedding Friday as he officiates the marriage for friends. He also got a U.S. Marine Corps Vietnam tattoo in the studio to commemorate his service.
The Harley dealership features a 48-seat movie theater in the basement to show movies to waiting customers and host bike demos, new product releases, seminars and sporting events.
An Arizona-themed photo booth is next to the Harley clothing, accessories, riding gear and luggage/storage sale merchandise area, which also feature a big gong that is banged when customers become a new member of the Harley family. The gong is the original one used on stage by Blue Oyster Cult drummer Albert Bouchard.
Close to 120 bikes are on display on the main floor, 75 are out on the patio, with another 275 in the basement showroom, said Doug Roessing, the dealership’s general manager.
“This is the ultimate,” said Roessing, who has worked in the business since 1994. “There is no comparison.”
A unique rumble zone with an exhaust fan allows customers to start various motorcycles and hear the different exhaust sounds, while the fan removes the exhaust fumes.
A unique, enclosed audio room allows customers to hear the bike’s enhanced audio, GPS and communication system, at full blast if they wish, without disturbing the rest of the dealership, Roessing said.
Seven hydraulic lifts around the showroom and in the movie theater allow customers to view every aspect of a bike without getting on the floor, he said.
Spooky Fast Customs, Parsons’ metal fabrication and motorcycle customization company, has a design booth in the dealership that also features an airbrush artist for the bike.
A state-of-the-art, air-conditioned service department, which opens at 7:30 a.m. to allow customers to drop off their bikes before work, features 16 technician bays with two lifts each.
“Our service department is what technicians dream about,” Roessing said. “The lifts are on the floor so you just have to pull the bike in and secure it. Each bay also has tubes that cover the exhaust to keep the fumes out.”
Parsons’ nod to the Marines can be found in the service department, with Parsons’ quote, “We owe you everything” painted on the wall below military emblems.
The dealership is also the second largest rental fleet operation in the country, Roessing said.
An outdoor stage features bands and DJs on the weekend, and an outdoor wash station allows bikers to clean up after a ride.
The 93-employee dealership plans to hire another 22 people, with open positions in service techs, parts, motorcycle sales and merchandise.
If you go
- What: Harley-Davidson Scottsdale grand opening and 4th annual Bob’s Biker Blast, featuring the Doobie Brothers with Michael McDonald concert and an appearance and signing by “Sons of Anarchy’s” Tig, Kim Coats. The event also features facility tours, food concessions and various local bands and entertainers.
- When: 8 a.m. to 10 p.m. Nov. 7
- Where: Harley-Davidson of Scottsdale, 15656 N. Hayden Road, Scottsdale
- The ride: Phoenix Children’s Hospital “I Ride for PCH” self-guided ride acts as the official kick-off for the event with PCH CFO Craig McKnight leading the pack. Registration starts at 11:30 a.m. and last bike out by 2 p.m. at the hospital.
- “I continue to be inspired by the support of Mr. Parsons and Bob’s Biker Blast,” McKnight said in a statement. “The money raised not only helps us fund vital programs and services for our patients, but the outpouring of support from his companies and the biker community show true dedication to sick and injured children in Phoenix.”
- Cost for Biker Blast: Free for riders and a passenger with a motorcycle endorsement, and $20 for the general public
- Cost for ride: $20 per rider or $35 for two, includes boxed lunch and live music at PCH, entry to the Doobie Brothers concert and exclusive Coates’ autograph signing
- Proceeds: All of the proceeds will benefit Phoenix Children’s Hospital. Last year’s event raised more than $63,000, with the Bob & Renee Parsons Foundation matching that five times over to bring the donation to $379,600.
- More info: www.hdofscottsdale.com