Dealernews - October 2009 - (Page 22) OCELOT: THE FIRST KIDS GEAR About 20 years ago, Chaparral Motorsports owner David Damron approached his apparel suppliers with the idea of children’s off-road gear — to expand the sport’s popularity and build brand loyalty. The manufacturers weren’t interested, he says. Because it costs about the same to make small gear, the margins stink. So Damron partnered with two people to open a Taiwanese factory that would also make inexpensive adult gear. Everything was branded Ocelot. Damron is no longer an owner of the factory, which today makes some wellknown brands. But he does work with another factory to offer Ocelot gear. “It’s a decent amount of our business,” he says. “It’s a price point clothing that we use to get people in. I would rather see them in pants and jerseys than riding around in blue jeans and T-shirts.” The name Ocelot was inherited from the name of a small sports car Damron’s father tried to massproduce before becoming a motorcycle dealer himself. At the time the older Damron drove a Jaguar. An ocelot is a small wild cat whose fur resembles the jaguar’s. Even in the down economy, Chaparral has continued to invest in operations and promotions. Only a couple of years ago, Damron redid his flooring and walls, placing a cashier island in the middle of the PG&A showroom and creating pathways leading to it and the massive parts counter (see sidebar on page 21). The new layout also created definite departments for leathers, helmets, etc. A greatly expanded casuals department has its own cashier island. The most important upgrade is a new proprietary computer system that soon will allow the store to scan and receive aftermarket stuff as it does OEM parts. Because Chaparral stocks both aftermarket and OEM, it handles roughly 170,000 part numbers, much more than the major distributors. Damron notes that when it comes to custom software, a dealer can easily spend more than $700,000. Damron also plans to spruce up his website by posting more product videos and photos. And in addition to print advertising in the major magazines, Chaparral now sponsors a virtual bike show at www. sportbikeclub.com (owned by Dealernews’ parent company). Damron hasn’t stopped spending on realworld promotions, either. In fact, this year Chaparral began hosting bike nights every other Wednesday, with a stunt show every other one. The events include giveaways, vendors, free food, a DJ and sponsors. Speed and Strength has showcased Aaron Colton; Yamaha has raffled off a scooter. One time the store built a huge white wall onto which it projected a stunt video. Another time it hosted a live band. Bike night advertising, stunt show insurance, and dealing with various agencies isn’t cheap, Damron notes, but he’s hoping to win loyalty by giving back. “A lot of dealers take a stab at something, and if they don’t see immediate cash in the register, they fold. But this is a long-term investment.” The largest event for Chaparral is its annual Monster Block Sale, which has grown so big over the past 23 years that it’s now held at a nearby ballpark. Last year 50 vendors displayed close-out and blemished products to 15,000 people, some of whom spent the night in line. Chaparral also annually hosts the Supercross teams for autograph signing. Passageway to tire center 22 DEALERNEWS OCTOBER 2009 DEALERNEWS.COM http://www.DEALERNEWS.COM Table of Contents for the Digital Edition of Dealernews - October 2009 Dealernews - October 2009 Table of Contents From the Editors InBox Speed Read Joe Delmont Cover Story State-by-Statement ATV/Dirt-by-State DJB Composite Index Special Report: Distributor Update U.S. Go-Kart Market in Serious Decline Dave Koshollek Fuel For Thought - Dave Koshollek Todd Shafer Marketing Update Merchandising Update New Products New Products: Off-Road Advertiser Index/Customer Service Mike Vaughan Dealernews - October 2009 Dealernews - October 2009 - Dealernews - October 2009 (Page Cover1) Dealernews - October 2009 - Dealernews - October 2009 (Page Cover2) Dealernews - October 2009 - Dealernews - October 2009 (Page 1) Dealernews - October 2009 - Table of Contents (Page 2) Dealernews - October 2009 - Table of Contents (Page 3) Dealernews - October 2009 - Table of Contents (Page 4) Dealernews - October 2009 - Table of Contents (Page 5) Dealernews - October 2009 - From the Editors (Page 6) Dealernews - October 2009 - From the Editors (Page 7) Dealernews - October 2009 - InBox (Page 8) Dealernews - October 2009 - InBox (Page 9) Dealernews - October 2009 - Speed Read (Page 10) Dealernews - October 2009 - Speed Read (Page 11) Dealernews - October 2009 - Speed Read (Page 12) Dealernews - October 2009 - Speed Read (Page 13) Dealernews - October 2009 - Speed Read (Page 14) Dealernews - October 2009 - Speed Read (Page 15) Dealernews - October 2009 - Joe Delmont (Page 16) Dealernews - October 2009 - Joe Delmont (Page 17) Dealernews - October 2009 - Cover Story (Page 18) Dealernews - October 2009 - Cover Story (Page 19) Dealernews - October 2009 - Cover Story (Page 20) Dealernews - October 2009 - Cover Story (Page 21) Dealernews - October 2009 - Cover Story (Page 22) Dealernews - October 2009 - Cover Story (Page 23) Dealernews - October 2009 - Cover Story (Page 24) Dealernews - October 2009 - Cover Story (Page 25) Dealernews - October 2009 - State-by-Statement (Page 26) Dealernews - October 2009 - State-by-Statement (Page 27) Dealernews - October 2009 - ATV/Dirt-by-State (Page 28) Dealernews - October 2009 - ATV/Dirt-by-State (Page 29) Dealernews - October 2009 - DJB Composite Index (Page 30) Dealernews - October 2009 - DJB Composite Index (Page 31) Dealernews - October 2009 - Special Report: Distributor Update (Page 32) Dealernews - October 2009 - Special Report: Distributor Update (Page 33) Dealernews - October 2009 - Special Report: Distributor Update (Page 34) Dealernews - October 2009 - Special Report: Distributor Update (Page 35) Dealernews - October 2009 - Special Report: Distributor Update (Page 36) Dealernews - October 2009 - Special Report: Distributor Update (Page 37) Dealernews - October 2009 - U.S. Go-Kart Market in Serious Decline (Page 38) Dealernews - October 2009 - U.S. Go-Kart Market in Serious Decline (Page 39) Dealernews - October 2009 - Fuel For Thought - Dave Koshollek (Page 40) Dealernews - October 2009 - Fuel For Thought - Dave Koshollek (Page 41) Dealernews - October 2009 - Todd Shafer (Page 42) Dealernews - October 2009 - Todd Shafer (Page 43) Dealernews - October 2009 - Marketing Update (Page 44) Dealernews - October 2009 - Marketing Update (Page 45) Dealernews - October 2009 - Merchandising Update (Page 46) Dealernews - October 2009 - Merchandising Update (Page 47) Dealernews - October 2009 - New Products: Off-Road (Page 48) Dealernews - October 2009 - New Products: Off-Road (Page 48A) Dealernews - October 2009 - New Products: Off-Road (Page 48B) Dealernews - October 2009 - New Products: Off-Road (Page 48C) Dealernews - October 2009 - New Products: Off-Road (Page 48D) Dealernews - October 2009 - New Products: Off-Road (Page 48E) Dealernews - October 2009 - New Products: Off-Road (Page 48F) Dealernews - October 2009 - New Products: Off-Road (Page 48G) Dealernews - October 2009 - New Products: Off-Road (Page 48H) Dealernews - October 2009 - New Products: Off-Road (Page 48I) Dealernews - October 2009 - New Products: Off-Road (Page 48J) Dealernews - October 2009 - New Products: Off-Road (Page 49) Dealernews - October 2009 - New Products: Off-Road (Page 50) Dealernews - October 2009 - New Products: Off-Road (Page 51) Dealernews - October 2009 - New Products: Off-Road (Page 52) Dealernews - October 2009 - New Products: Off-Road (Page 53) Dealernews - October 2009 - New Products: Off-Road (Page 54) Dealernews - October 2009 - New Products: Off-Road (Page 55) Dealernews - October 2009 - New Products: Off-Road (Page 56) Dealernews - October 2009 - New Products: Off-Road (Page 57) Dealernews - October 2009 - New Products: Off-Road (Page 58) Dealernews - October 2009 - New Products: Off-Road (Page 59) Dealernews - October 2009 - New Products: Off-Road (Page 60) Dealernews - October 2009 - New Products: Off-Road (Page 61) Dealernews - October 2009 - Advertiser Index/Customer Service (Page 62) Dealernews - October 2009 - Advertiser Index/Customer Service (Page 63) Dealernews - October 2009 - 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