DragonFire and RideNow Expand 'Store in Store' Program

DragonFire and RideNow Expand ‘Store in Store’ Program

Three more Arizona-based dealerships will feature the program, which allows dealers to better display DragonFire products so that the customer can see exactly what it is they are buying. A fully accessorized vehicle, combined with a freestanding display wall, creates a mini UTV center right on the dealer's showroom floor.

After a successful launch of their new “Store in Store” program this past spring, DragonFire and RideNow have decided to expand the program to three more dealerships in Arizona — RideNow INA, RideNow Tucson and RideNow Surprise.

The concept is a way for dealers to better display DragonFire products so that the customer can see exactly what it is they are buying. A fully accessorized vehicle, combined with a freestanding display wall, creates a mini UTV center right on the dealer’s’ showroom floor.

“We started off with a pilot program in two Arizona dealerships — RideNow Chandler and RideNow Peoria,” said DragonFire GM Dave Asher. “We expected this program to help create brand awareness, but honestly, we had no idea how well it would do in terms of actual product sales. When customers were able to see products physically installed on the UTV, sales have been greater than even our highest expectations going into the program.”

“I agreed to test the concept in two stores to determine if the concept would be successful," said Bill Nash, RideNow COO. "As it turns out, the pilot program was overwhelmingly successful and we are now in the process of expanding it to several more of our RideNow family of dealerships.”

The Sturgis Motorcycle Museum and Hall of Fame recently named Marilyn Stemp and Steve Piehl to its board of directors.

Stemp is a pioneering figure in the motorcycle industry, founding IronWorks Magazine with her late husband, Dennis, and becoming the first female editor of a nationally circulated, mainstream motorcycle magazine. She also revived their trade magazine, Iron Trader News; edits the monthly Kiwi Indian News; contributes to several powersports media outlets; and is the founding editor of Sturgis Rider Daily. Stemp is a noted editor and writer of several motorcycle-focused books. Her consistent support for charitable efforts in the industry include the annual Biker Belles Celebration, Las Vegas BikeFest and as campaign chair for the Sturgis Motorcycle Museum’s development plan in 2014. She co-founded the Flying Piston charity events taking place in Daytona and Sturgis each year and is a National Ambassador for All Kids Bike. Stemp was inducted into both the Las Vegas Motorcycle Hall of Fame and the Sturgis Museum's Hall of Fame in 2018, and in 2022 she was recognized as one of the Top 100 Women in Powersports by DealerNews.