The Daytona Harley-Davidson dealership that was the first of the late Bruce Rossmeyer's motorcycle empire is being converted into a motorcycle museum and boutique.
The Beach Street location was closed Friday for renovations. Motorcycle sales have shifted to the Rossmeyer family's main location at Destination Daytona, off Interstate 95 in Ormond Beach.
Mandy Rossmeyer Campbell, one of Rossmeyer's children, said the Beach Street site will still have a retail store, offering apparel and souvenirs. The museum will feature memorabilia, exhibits on Harley history, and motorcycles from Bruce Rossmeyer's personal collection.
"We still get thousands of people a year who go there to buy a T-shirt," she said. "My father loved that store. That's where it all started."
The late Bruce Rossmeyer, who had built his career in car sales, took over the Beach Street store in 1994, as his "retirement project."
His business timing was ideal, as motorcycle sales skyrocketed and Rossmeyer built his name in Harley-Davidson sales, eventually growing a chain that peaked at 15 dealerships and stores across the country.
The crowning achievement was the 2005 opening of Destination Daytona, the 150-acre motorcycle mecca that includes the world's largest Harley-Davidson dealership.
The Rossmeyer family still runs that Destination Daytona dealership, and Florida locations in New Smyrna Beach, Fort Lauderdale and Sunrise. There are also dealerships in Colorado, Mississippi, and Tennessee.
Before his death in 2009, Bruce Rossmeyer had plans to open a motorcycle museum on the second floor of the Destination Daytona dealership, but his daughter said that the store has been doing so well that they were hard pressed to make room for it.
Meanwhile, most of the motorcycle sales and service were being done at the bigger store, she said.
Construction work at the upcoming museum is expected to last until the fall.
Rossmeyer Campbell said they hope to re-open it in time for Biketoberfest, the motorcycle rally in Daytona Beach scheduled this year for Oct. 13 to 16.
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