Issue link: http://read.uberflip.com/i/813630
Academy time, most students are exposed to the hospitality offered at the store. "We have tons of events going on that we really try to bring them into and involve them in as much as we can," Kunzman said. "We try to promote our women's Garage Parties and or our H-D 101s with them because those are perfect events for them, but we always have so many events going on that usually at some point when they're in their class, they experi- ence something because there's always some- thing happening. A lot of times it sparks that interest, and they hang out later after class is over or after they graduate." Outreach on the part of the dealerships is key to growing ridership, Prakash said. "During the course, what's really important is introducing them to the dealership, the deal- ership staff. I think for anyone who's entering any new sport, coming into a dealership that's full of experts can be intimidating, so I think part of the early part of the experience should be to have those relationships built with peo- ple who can help demystify their concerns of the sport, and also be introduced as experts," he explained. SELLING BIKES Though creating new riders is the most impor- tant aspect to Harley-Davidson and its dealers, both groups appreciate sales as well. "That's the goal, of course, is get these younger riders or less experienced riders in and convert them to being a Harley rider," Horne said. The Street 500 has helped dealers sell bikes following Riding Academy. Shortly after it was introduced in the fall of 2013, the Street 500 became the official training bike for the Riding Academy. Compared to the previously used Buell Blasts, the Street 500 is larger and more practi- cal for a variety of riders, Kunzman said. "I definitely think the introduction of the Street took the Riding Academy to the next level, and the next level of cool factor as well. And we're able to make that transi- tion a little easier from classroom riding to being on the open road and being on a Harley," she explained. Students learn to ride on the Street 500 and can immediately walk into the dealership and purchase that same bike, or upgrade to a Street 750, or now, a Street Rod. Bikes in the Street lineup start at $6,849. "It definitely leads to conversion when they have the opportunity to buy the very same bike that they were trained on," Horne said. INCREASING ATTENDANCE Harley-Davidson has made considerable efforts over the past few years to market to both "outreach" customers — those not in its typical white male demographic — and those who have never ridden or even considered riding. Dealers say the efforts have paid off, as they've seen interest increase in their Riding Academy programs. Two campaigns that have especially increased the number of students in class are the Jumpstart simulator and the American Heroes Riding Academy program. The Jumpstart is a Harley-Davidson motor- cycle on a specially designed, stationary sup- port stand. Non-riders can hop aboard the Jumpstart, start the bike, twist the throttle and shift through the gears with no concern about the bike moving or tipping over. Myers-Duren Harley-Davidson uses the Jumpstart to introduce non-riders to motorcy- cling, explain safety features and teach people about riding. "We do take that Jumpstart to baseball games, company picnics, things like that," Brogdon said. "We do go out to the community and present that quite a bit." The American Heroes Riding Academy program, now in its third year, offers the course at a reduced rate of $99 to first responders and members of the military. And new for 2017, Harley-Davidson is extending the same offer to the spouses of first responders and military members. The 2017 program runs through Nov. 30. "The reason behind [adding spouses to the program] is we've come to realize one of the barriers, or maybe objections, to getting really invested into the sport is if it's not something you can do with your family or your loved one, it becomes almost something that's taking away from your family or your loved one, and we want to make sure that spouses can learn together and maybe they can do it for their life- time together," Prakash said. "It's an opportu- nity to expand the offering to those who serve. And of course, military and first responder families sacrifice quite a bit themselves, so to be able to reward them is also important for us." To accommodate growing interest, Myers- Duren Harley-Davidson added mid-week Rid- ing Academy courses a few years ago. In 2016, the dealership trained 774 students, offering two classes per week from February through November. Cole Harley-Davidson has doubled the number of students going through its pro- gram from about 50 to 101 last year, with classes running from April through October. And Riverside Harley-Davidson, which offers one class per week year-round, had 1,226 Riding Academy students last year. With more students coming through the door, the dealerships are making changes or considering additions for 2017 and beyond. All three were named Power 50 dealers by Powers- ports Business in 2016. "We're fully booked every week, and we're actually working right now to add to our range size, so we can do simultaneous two classes at once," Kunzman said "The demand is just so huge that we have to turn people away and push them down weeks and weeks to get them in class, so we are looking to expand it." In addition to looking at a second Riding Academy reunion each year, Myers-Duren is considering adding an on-road demo led by a riding coach, for those who have gradu- ated from the class. That type of post-Riding Academy effort is what Harley-Davidson is encouraging. "After graduation, it really is about that mentorship and about offering opportuni- ties to practice their riding skills, and to offer www.PowersportsBusiness.com NEWS Powersports Business • May 1, 2017 • 7 HARLEY CONTINUED FROM PAGE 6 See Harley, Page 27