1. You purchased your dealership in 2001. How has the market in Columbia changed since then?

When we were completing the purchase for the dealership, we were in Milwaukee signing the papers when the first jet hit the Twin Tower in New York City. We opened our doors one week later on Sept. 18. For the first week, hardly a person came into the dealership; our country was in complete shock and dismay over the attacks. Then, gradually, people started coming into Mid America Harley-Davidson. The first bike I sold was a guy who had been saving his money to build a house but had not saved enough for the house. He decided that he would buy his first Harley-Davidson and fulfilled a lifelong dream. So things started really slowly, we have had our challenges with the bad economic downturn, but the market is coming back stronger than ever.

2. Has the typical customer for your dealership changed over time?

The typical customer has definitely changed over time. We see a swing from the old-school  biker guy to all walks of life wanting to get out on the open road and experience the sense of freedom that riding a Harley gives you. We deal with so much stress and pressure in our day-to-day lives, and we all need a release. Riding a Harley-Davidson is the ultimate way to leave it all behind.

3. There are many groups of professionals who love their bikes, such as Bankers on Bikes.  What types of professionals are Harleys popular with in Columbia?

Doctors, lawyers, professors, entrepreneurs and businesspeople alike.

4. The number of women riding motorcycles has increased over the years. Why do you think that is?

I think that some women want to be in control when riding, and they find great pride in riding their Harley. Harley-Davidson is designing and building motorcycles that fit women better than most other brands.

5. How do changing customer demographics affect the way you do business?

We are always watching very closely as the demographics are continually changing. We try very hard to evolve with the change in demographics in our overall marketing approach as well as our approach to all potential customers when they enter our facility. We truly are a family-run business, My wife, Laura, and I own the dealership. Our daughter, Katie, and son, Steve’O, work here as well as our daughter-in-law and future son-in-law. We believe in a sense of family, and we all ride Harleys and love the brand.

6. What are three of the biggest trends in the motorcycle world today?

In the Harley-Davidson world, touring bikes continue to dominate the market. We are seeing a lot of customers personalizing and customizing the dark custom line, which appeals to a younger demographic. In the metric world of motorcycling, dual-sport bikes have become very popular; they are street-legal dirt bikes that you can ride just about anywhere.

7. Has your method of marketing changed over the years?

The Internet has changed our marketing strategy. We utilize our website, Facebook, YouTube, mobile messaging, mass email blasts and many other electronic methods of marketing as well as some of the old standards such billboards and radio.