Tag: Geneva Steel
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| Jed Morley |
| Potato, potato, potato—but with a local accent |
| 07.06.2008 14:43:20 | |
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The look and feel of new Timpanogos Harley-Davidson store in Lindon is on brand in a soulful way that is already paying dividends for Harley and its owner. I’ve been watching the store come into focus for the past several months, exiting I-15 on my way home from work. I’m impressed with the store’s attention to detail. Its industrial-looking architecture and materials are appropriate for the industrial heritage of its neighborhood. Groups of riders are already gathering there, even though the new building is still under construction. I thought that Harley corporate might have mandated a “worked in” patina for this new store, but I was impressed to find out that Dave Tuomisto, the owner, chose on his own to use reclaimed materials as part of his plan to turn the store into a resort destination for Harley enthusiasts from around the country. The oxidized steel water tower, steel girders and weathered brick give the store an authentic feeling that is more than skin deep. The found materials salvaged from nearby Geneva Steel’s demolition, among other sites in Utah, help to reduce the store’s carbon footprint, but more importantly, help to weave local legend into Harley’s brand mythology. The store will also showcase video footage Dave shot of some of Utah’s best rides, including Highway 128, the Alpine Loop and Indian Canyon, along with a gourmet restaurant and workshop with customer-friendly bay windows. Now that Dave has built a compelling stage, it will be interesting to see how he infuses that space with meaningful customer brand experiences that keep the Harley faithful coming back. The most important component of sustained success may be the way in which Dave facilitates interaction among riders. If he can make his store become a third place where the tribal council congregates, self-organizes, rides together and rekindles Harley’s brand promise of freedom, he will have truly transformed his store into a destination. Dave’s website is starting to show signs of regular communication and organization. Hopefully, he will bring the same sense of authentic localization to the information, events—and most importantly, customers—featured there as he has to the store.     Tags: Carbon footprint | green marketing | Harley Davidson | Lindon | Geneva Steel | Timpanogos Harley-Davidson | Utah | Marketing Hits: 1204 | Read more... |
