In 1975, John Resciniti Sr. and his son, John Resciniti Jr., started selling Indian dirt bikes to local customers out of the garage of their auto body business in Newark, N.J. Pretty soon, their small local side business transformed into much more as bikes started to pile up in the back of the shop. This left the pair with an important decision to make. The final verdict was the purchase of a storefront in Belleville, N.J., where they could continue to sell bikes in earnest.
Within two years, their list of manufacturers expanded to include Honda, Kawasaki, Suzuki and Yamaha. As more time went by and the 1990s approached, John Sr. and John Jr. added BRP’s lineup of Sea-Doo personal watercrafts and Can-Am ATVs to add diversity to their inventory. Due to a lack of storage space, the two purchased neighboring buildings to supply all of their new merchandise, with property totaling 30,000 square feet.
History repeated itself, and Motorcycle Mall yet again expanded into its present facility in Belleville, N.J. The business is currently run by the third generation of Rescinitis: John Resciniti III, who grew up watching and learning the same business practices his grandfather and father displayed for 35 years. Today, he continues to promote those same techniques that helped Motorcycle Mall to thrive decades ago and explained how those techniques help make Motorcycle Mall unique.
“I think we are special in the way we do business,” says John III. “It was a philosophy that I was taught by my grandfather and my father: You treat people the way you want to be treated and with respect. A customer does not have to come into the dealership, and the big thing is that when a customer makes an effort to come to your dealership, you make the effort to wait on them and give the best possible service that you can.”
Rich Gonnello, marketing and communications director for Motorcycle Mall, reiterates the importance of the Resciniti family’s viewpoint on how business should be taken care of and how it has been an essential factor to their success. “We have had people that have been buying from us for 30 years because of the way the Rescinitis do business.”
The high standards John III sets for his staff and the dealership clearly illustrate why Motorcycle Mall flourishes and remains highly rated around the community.
“Even something as simple as calling a customer when a part comes in is a big deal,” Gonnello says.
John III calls Motorcycle Mall a “family business with a family atmosphere” and that goes for the atmosphere he creates for his employees as well as for his customers.
“John stresses that it is fun to everyone that comes in, because people that come in and buy powersports products and motorcycles do it for fun; it’s a passion that people have, and they are passionate, because they love it,” says Gonnello. “For us, we are motorcyclists as well. Yes, it is a business and yes we are serious … but ultimately when people come in looking for a part or come in looking to get their bike serviced, it is a fun atmosphere. We sell fun and that’s why we try to make sure that everyone has a smile on their face. When customers come in, they are greeted right at the door. They are going to share their experiences and the fun that they have on their bikes, and we are going to sell them these fun products. It is a family atmosphere, and we like to have fun and have a great time.”
Motorcycle Mall is not just a retailer, but it is also a place where many community events are hosted to honor repeat customers and to attract new ones. The dealership hosts many events ranging from a Bikini Bike Wash & BBQ to seminars teaching proper road riding techniques.
Some of the dealership’s most popular events are track days. Motorcycle Mall has teamed up with Yamaha for the events, allowing customers to test drive the newest bikes from the OEM.
All of these efforts are designed to make Motorcycle Mall a true destination for enthusiasts. “We truly are making [Motorcycle Mall] a destination dealership. We are one of the largest dealerships in the tri-state area as well as the East Coast at this size. We try to understand that people are going to be traveling from Pennsylvania, New York or Connecticut to come to our dealership, because we have the biggest selection and the best prices. We try to make sure that all of our customers know that this is not just a place to buy motorcycles. We have events so that people know it is a fun place to hang out as a community.”
The dealership also makes its presence known through the Web. Through social media outlets such as Facebook and Instagram and its website, Motorcycle Mall benefits from extending its reach to the online world.
“We have a big presence online, because we know a lot of our customers, if not a large majority of our customers, are interacting with us, so that is important to us,” says Gonnello.
Currently, Motorcycle Mall offers 14 different major brands including Polaris, Honda, Yamaha, Aprilia, Kymco USA, Vespa, Ski-doo, Suzuki, Kawasaki, Sea-Doo, Victory, Piaggio, Can-Am and Moto Guzzi. With an extensive list of manufacturers that are offered at the dealership, it’s no wonder they consider themselves a dealership that appeals to all generations.
“We sell products here from the Victory cruisers and the mod of Gold Wings, where you see the older crowd, to the younger crowd that is buying the 250s, or even to the scooter crowd, who likes the Vespas that we sell,” says Gonnello. “We have the Italian line of Aprilia motorcycles and Moto Guzzi, which is much different than what you see on just the regular sport bikes or on Honda and Kawasaki. It’s almost like a melting pot that we have here at the dealership with everyone: every age, every color, every shape and every size. We like to have something for everyone.”
At Motorcycle Mall, there is something for everyone, whether customers are looking for a bike, a part, an honest professional opinion or just a fun time.