Rice Lake Harley-Davidson is nestled in the heart of rural Wisconsin. Established in 2000, the dealership has been serving a tight-knit population of 30,000 for 25 years.
At the helm is Scooter, the General Manager who has been a part of the dealership for 22 years. As an auto mechanic, Scooter found his passion in motorcycles.
Rice Lake is a town defined by its love for the outdoors. The Red Cedar River runs just 200 feet outside the dealership, and nearly everyone in town has a hobby that keeps them outside—whether it’s hunting, fishing, or, of course, riding. The dealership also sells Toro lawn equipment, catering to locals who take pride in maintaining their properties.
The surrounding area is dotted with small towns and dive bars, making it a prime spot for motorcyclists to gather and explore. The presence of a strong biking community is evident with a local HOG (Harley Owners Group) chapter boasting nearly 250 members.
What sets Rice Lake Harley-Davidson apart is its deep-rooted commitment to the community. Every July, they host the much-anticipated “Chicken Feed,” where Scooter himself can be found in flip-flops, grilling up nearly 600 pounds of chicken, all free for the community. Then, in October, they throw a “Corn Roast,” another event that brings people together to celebrate the season. Any leftovers from these events are donated to the local homeless shelter.
Unlike traditional dealerships with high-pressure sales tactics, Rice Lake Harley-Davidson fosters an “Open Dealership” environment. Scooter and his team know their customers by name, and often recognize their kids as well. It’s not uncommon to see a customer strolling into the back to chat with a friend in the parts department; at Rice Lake Harley-Davidson, everyone is family.
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