Ark Valley News - Alefs Harley Davidson to become Twister City

Alefs Harley Davidson to become Twister City
By Taylor Messick
Last Updated: March 16, 2017

The Park City business formerly known as Alefs Harley-Davidson, which is located at 53rd North and I-135, will now be known as Twister City Harley-Davidson.

The business was recently bought and taken over by Dale Rhoads. Rhoads is from Phoenix and currently lives in Oklahoma. He said his love of motorcycles started at a young age.

"I started out riding dirt bikes like every other kid," said Rhoads. "That was back in 1976. I was always interested in bikes, but to be honest, I started in the motorcycle business by accident."

Rhoads got an opportunity to work at a motorcycle shop and has been climbing his way to the top ever since. He began as a salesman before entering a more prominent role. He now owns dealerships of his own, which are scattered throughout the Midwest.

"I walked into a dealership one day to buy some parts and the guys recommended that I start working there," he said. "I started in 1991 at the ground level as a salesperson. I worked my way up over the next 19 years. At that point I was overseeing about 30 dealerships for the guy I was working with; then I started buying my own in 2010."

The vast majority of Alefs staff has been kept on at Twister City, but the store will soon undergo some rebranding and other changes. Rhoads said folks can expect to see some new signage and a new look for the building in the next couple of weeks. He also has plans to bring a lot more to the business than was previously offered, including additional products and employees.

"We're going to extend our hours, days and staff," he said. "We want to offer less wait and better customer service like we do in our other dealerships. So with that, we'll need to add quite a few jobs; we'll add 30 additional jobs and be in the neighborhood of 90 total. We'll also double the selection of products that were available before; some of my other dealerships are some of the highest volume dealerships in the country, so we want to do that at this location, as well."

Twister City held its first event March 11. Rhoads said that St. Patrick's Day kicks off the riding season, so he wanted to have an event to celebrate. The weather made things difficult so Rhoads said the event had to be moved inside and scaled down. In the next couple of months, he hopes to have another event to showcase the new look of the store and let customers know what they can expect from now on.