Size Does Matter For New Texas Harley-Davidson Location

A Harley-Davidson dealership in Texas is going big with not only the size of its buildings and land, but with the motorcycle manufacturer's iconic logo, referred to as the ‘Bar and Shield’.

Using the well-worn phrase of ‘Everything’s bigger in Texas’, Adam Smith's Texas Harley-Davidson in Bedford, Texas, sits on six acres making it larger than 90 percent of Harley-Davidson dealerships in the country. The dealership itself features the world's largest Harley-Davidson Bar & Shield although Clutch and Chrome couldn’t confirm its measurements. We did however, find the picture shown below on the dealerships Google Plus page. Its size can be roughly estimated by the young lady seen at the bottom of the photograph as, well, big.

The new 72,000-plus square-foot store reportedly cost more than $10 million to build and boasts 40,000-plus-square-feet more than the previous site. It houses not one but two showrooms with the second level showroom enjoying the capacity to showcase more than 500 motorcycles. The dealership's unique features include an interactive parts bar, the world's largest Harley-Davidson Bar & Shield, an outdoor covered area for events and a ride-in service department. 

Texas Harley-Davidson is the number one store in Texas and has ranked in the top ten in the nation over the past two years. Located at 1921 Shoalmont Road in Bedford, it's part of Calculated Risk Motorcycle Group's family of five Harley-Davidson dealerships in Texas.

With all these notable facts a three-day kick-off celebration is marking the opening of the location. The three-day grand opening celebration begins with a Friday afternoon chain-cutting ceremony with the mayor of the city. Several city council members and the city manager also attended.  It included presentations from the Keller Independent School District's Air Force Junior ROTC and Keller Central High School's Drumline. Representatives from the Bedford fire and police departments attended and a four-legged (and adoptable) representative from Bedford Animal Services proudly attended wearing the latest Harley fashion. Friday's celebration ends with a late-night concert by Memphis Soul.

"Bedford is proud to be home to Texas Harley-Davidson. We have a lot to offer riders in our City, which draws people from all over DFW and North Texas," said Mayor Jim Griffin. "We appreciate Texas Harley-Davidson's business contributions to our city, as a major sales tax generator, and we also value them as a community partner because of their longstanding support of several City events and charitable organizations."

The World's Largest Bar & Shield, Harley-Davidson's iconic log at Texas Harley-Davidson
Source Texas Harley-Davidson Google Plus

The dealership's unique features include its Parts Bar, which removes the traditional transaction interaction and simulates the experience of friends customizing bikes together in the garage. Its service department allows the convenience of riding directly inside and up to its service desks. 

"The new Flagship is 'home' for our Texas Harley-Davidson family," said Owner Adam Smith. "This new store gives us room to showcase our extensive collection of bikes and gear but also gives us room to grow our family of riders and team members.  Our riders come back week after week for the Texas Harley-Davidson lifestyle of organized weekly rides, events like Bike Nights and to hang out in our two customer lounges. Our growth and success are a result of our team and our riders, and the experience they give and get!" 

Texas Harley-Davidson's "signature scent," called Grit, a combination of grease, tires, leather and burning gasoline is purposefully spread through the store via the buildings aroma injection system.

Visually, the store has the look of an old manufacturing building, with exposed steel, brickwork and elevated walkways.  Every company engaged in the new dealership process is local, from its architect and general contractor to its uniform provider. The store will employ 100 team members when fully staffed.

"The Harley-Davidson Motor Company is delighted to see the vision of Adam Smith and his team come to fruition,” said Christian Walters, Managing Director, United States for Harley-Davidson Motor Company. “This store will certainly bring a unique flavor to the Harley experience; encompassing all aspects of the brand within a truly stunning retail environment.  It will appeal to anyone with an affinity for the brand; both riders and non-riders alike."

Saturday's all-day celebration includes four live bands with headliner Grady Spencer & and The Work; a motorcycle and go-cart "drill team" demonstrations by Shriners Hella Motor Patrol and Moslah Mystic Wheels; veterans from the organization 22 Kill rappelling from the roof of the building; and a fireworks show, heavy with orange and silver pyrotechnics. Sunday's Family Day event includes music from School of Rock Fort Worth and School of Rock Southlake Dean's List bands, a Trick Cowboy and a rock-climbing wall.

"With this new space, we've taken our quality of service and calendar of community events, like rider education, bike nights and organized rides, to a higher level," said Texas Harley-Davidson Partner Neil Noble. "We planned every section of the store with great detail and we are excited for everyone to come to the grand opening festivities so they can enjoy it, as well."

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