Alefs Harley-Davidson to hold 10th anniversary bash

A decade ago, when Paula and Dan Alefs got out of the Yellow Pages business, they were looking for something fun to do.

They found it by owning south-central Kansas’ biggest Harley-Davidson dealership.

“If you love motorcycles, it sounds like a fun thing to do,” said Paula Alefs, who’s chief executive at Alefs Harley-Davidson.

But, she added, “It’s retail, and with the highs and lows of the economy, it’s challenging.”

Indeed, the recession and loss of aviation industry jobs in Wichita put a big dent in the amount of income that could be disposed of on what are essentially high-priced toys for adults.

Alefs survived by making the experience more than just about buying motorcycles.

First, there’s the 60,000-square-foot building it put up just off I-135. Paula Alefs said the inspiration was none other than the Roman Coliseum, which explains the numerous arches, including one passageway known as the “rev tunnel.”

“You rev (the motorcycle) up when you go through there,” she said.

A third of the interior is given over to apparel and gifts – leather jackets and boots, of course, but also jewelry, purses and even wine glasses. Another third holds the seats, mirrors and other accessories that riders can use to customize their bikes.

The remaining space is devoted to about 100 new and used motorcycles, ranging in price from about $7,000 to more than $40,000.

“We have people come from all over,” Paula Alefs said. “They always say they can’t believe how nice it is.”

The couple has also turned the dealership into a hangout for motorcycle enthusiasts.

“The biggest surprise is we didn’t realize we’d be in the entertainment business,” Paula Alefs said.

The dealership hosts one or two events a month featuring food, live music, calendar girls and other attractions. This Saturday will be the year’s biggest: a 10th anniversary celebration expected to draw several thousand people from Kansas and neighboring states.

Actor David Labrava, who played Happy on the “Sons of Anarchy” television show, will be on hand to sign autographs.

Ten of the dealership’s 50 employees are service technicians, many of whom have come from a Harley-Davidson-affiliated training program at Fort Scott Community College.

“That’s how you keep your customers,” Dan Alefs said. “Trying to find a new one (customer) every day is not going to work.”

The dealership also graduates up to 300 people each year from its motorcycle safety training courses, which sometimes lead people to buy the bike they’ve trained on.

Alefs’ core client base is middle-aged “empty nesters” interested in motorcycles that are big, safe and accessorized with sound systems, radios and more to make them comfortable.

“Everybody is in for the long rides,” Dan Alefs said.

Sales of the highest-priced models have dropped; more typical is for someone to buy one in the mid- to low-$20,000 range and then accessorize it themselves. Harley-Davidson is seeking younger riders with a lower-priced line of street bikes. Women and African-Americans are two other key demographics the company is pursuing.

Dan is Alefs’ president, overseeing sales and service; Paula focuses on marketing and the clothing business.

“I manage him, though,” she added.

On a recent day, the couple greeted customers by name as they came and went.

“It’s like ‘Cheers,’” Paula Alefs said. “Some people come here five times a week. Bikers love to get together.”

This story was originally published July 15, 2015 at 3:41 PM with the headline "Alefs Harley-Davidson to hold 10th anniversary bash."