Dealernews - October 2009 - (Page 23) DEALER DATA CHAPARRAL MOTORSPORTS 555 South H St. • San Bernardino, CA 92410 Phone 909-889-2761 websites: www.chaparralmotorsports.com (e-commerce site) and www.chaparraledealership.com (for marketing the physical store) email: info@chaparralmotorsports.com Owner: David Damron General Managers: Rajan Sluja, Dale Enright GENERAL INFORMATION Employees: 175 Years in Business: 35 Years at Location: 15 Store Size: 170,000 sq. ft. DMS: LightspeedNXT (plus proprietary mail-order software) Hours of Operation: Retail Store: Monday - Friday, 9 a.m. to 8 p.m., Saturday, 8 a.m. to 6 p.m., Sunday, 9 a.m. to 6 p.m. (Service department is closed Sunday; mail-order division has same hours except that hours begin at 6:30 a.m., Monday -Friday.) SALES DEPARTMENT Managers: Michael Smith, Andrew Anaya Employees: 15 Showroom Size: 60,00 sq. ft. PARTS DEPARTMENT Managers: Kevin Ashby, Jennifer Casner Employees: 55 Size: 55,000 sq. ft. TIRE DEPARTMENT Employees: 8 Size: 35,000 sq. ft. Number of Brands: 15 Number of Tires on Hand: 5,000 SERVICE DEPARTMENT Manager: Patrick McKinzie Technicians: 15 Lifts: 6 Size: 20,000 sq. ft. Assembly Warehouse Size: 100,000 sq. ft. Shop Rate: $80 per hour MAIL-ORDER/ONLINE DEPARTMENT Manager: Scott Moscrop Employees: 12 Size: 60,000 sq. ft. Revenue by Department 50% New/Used Units 5% Service 25% In-Store Parts & Accessories 20% Online Sales/Mail-Order Advertising Expenditures 15% Radio 10% Internet 5% Television 15% Direct Mail 10% Billboards 15% Yellow Pages 30% Newspapers/Mags Revenue by Brand 16% Suzuki 5% KTM 1.5% KYMCO 9% Polaris 16% Kawasaki 20% Honda 3.5% Bombardier/Can-Am 29% Yamaha Customer Demographics: 7% female, 93% male Over 40: 59%, 18–39: 41% Median age: 38 Finally, as we went to press, Damron was preparing to sign the paperwork for a new rentals division. “None of us want to dig into our savings,” Damron admits, “but we’re going to have to.” He thinks some other dealers have cut their promotional budgets and may be on credit holds. He resents suppliers that take extraordinary steps to keep failing stores alive. “I wish they’d chop some of these stores sooner instead of just letting them bleed out,” he says. So Damron’s reward for saving money — a propensity he might have picked up after going broke in the ’80s — could be greater market share. “It’s kind of like the story of the three little pigs,” he says. “If you live in a little hay house, you’re going to be gone. But if you put the money away and built a little brick house, you’re going to be here at the end of this downturn.” DEALERNEWS.COM THREE BRIGHT IDEAS • Chaparral’s Fast Parts Pickup service allows customers to call or fax in their orders, pay by credit card, and pick up the parts four hours later without waiting in line. • The store’s recent Cash for Gear promotion allowed riders to trade in their boots, helmet or jacket for a $100 credit toward certain high-end replacements. The store’s website also offers in-store coupons and sells gift certificates. • The Chaparral Riders Club (www. chaparralriders.com) is a chapter of the Honda Riders Club of America. The store hosts club meetings and gives members 15 percent off accessories, parts and service not already discounted. The club now has more than 100 members. OCTOBER 2009 DEALERNEWS http://www.chaparralmotorsports.com http://www.chaparraledealership.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 - 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