Home > Learning Center > Pacific Motor Sports Opens
Pacific Motor Sports Opens
by Courtney Hunt-Munther, 8/22/2006
Richard Miller Motorcycles is going by a new name these days — Pacific Motor Sports. The Honda and Yamaha dealership was purchased by Dave, Kathleen and Veronica Schneider earlier this summer and opened under new ownership on July 12.“It’s a totally new business,” Veronica said. “We want to be there to serve the customer.”
The Honda and Yamaha dealership carries motorcycles, scooters, all-terrain vehicles and power equipment, as well as a complete line of riding accessories from brands like Fly Racing, FMF, Fox, Moose, Oakley and Pro Circuit, from its location off South Broadway.
“Yamaha and Honda make a bulletproof product that is well known,” Dave said. “We thought there was a lot of potential for expansion in this market here.”
Several former employees have remained with the business through the change in ownership, although patrons will also see some new faces. As Pacific Motor Sports part-owner and new general manager, Veronica expressed excitement about a new beginning for the business.
“I’m excited to be entering this industry,” she said. “As a whole, it’s attractive because it’s a fun industry. People come to the store because they want a product they can go out and have fun with.”
Customers also come into the business for its full-service department, which boasts three mechanics.
According to Veronica, one of her favorite parts of the business has been hearing different stories from customers. Recently, four couples from Canada stopped in on their way through town to tune up their motorcycles and related experiences from their road trip.
“Everybody has a different story to tell you, which keeps it interesting,” she said.
Because Pacific Motor Sports is the only Honda and Yamaha dealer in the greater Eureka area, the Schneiders emphasized their goal of catering to local customers.
“We want to make sure customers in the area are being served and that they don’t have to go out of the area for anything. We want to keep our customers here,” Veronica said.
Added Dave, “Over 50 percent of the sales for Yamaha was out of the area (before). We want to capture that loss from the local economy.”
Dazey’s Supply in Redway is the only other close source for Yamaha products, and North Coast residents are forced to drive as far away as Ukiah or Redding for Hondas.
And, though still in its preliminary stages, plans to built a 30,000-square-foot facility soon are in the works. Within the next year-and-one-half, the Schneiders hope to expand the business to a larger facility on Broadway, which they believe will attract more passersby and allow room to grow.
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