Two Harley-Davidson dealerships changing owners as family expands empire of shops in the US

The owners of two extremely well-known Harley-Davidson dealerships are switching, and a family plans to grow their chain of stores.

Following thirty years of operation by their former owners, Carolina Coast Harley-Davidson in Wilmington, North Carolina, and Beach House Harley-Davidson in Shallotte, North Carolina, have both been sold.

Since the 1990s, Rick and Janice Noyes have run the two motorcycle shops as a family business.

It’s quite an accomplishment to start a business from the ground up and have it become a mainstay in your community for more than 30 years, Rick told PowerSports Business.

Another, occasionally emotional, journey is selling that established firm.To make that sale happen, a different community of experts is required.

Charlie Cole, Will Cole, and Freddy Tedesco of the ColeFamily of Harley-Davidson Dealerships will be in charge of keeping the keys to the two showrooms safe.

Performance Brokerage Services is the highest-volume dealership brokerage firm in North America, having provided advice on the sale of more than 300 dealerships during the previous five years.

The sale’s sole sell-side advisors were senior partners George C. Chaconas and Courtney A. Bernhard, Partner of the Harley-Davidson & Powersports Division for Performance Brokerage Services.

“George [Chaconas] and his extremely committed team of experts can make that happen,” Rick continued.

They do everything they can and stay till the sale is completed.

In Jacksonville, North Carolina, Rick and Janice will still be the owners and operators of New River Harley-Davidson.

“I met with Rick and Janice Noyes at the last Harley-Davidson dealer show in Milwaukee more than five years ago to discuss the possibility of selling two of their North Carolina stores,” Chaconas stated.

Rick contacted me to resell their stores in the years after the outbreak.

In order to assist him and his spouse in getting ready for a sale, my partner Courtney Bernhard and I flew up to meet with them shortly after.

We determined that the Cole Family of Harley-Davidson Dealerships was a special and eligible buyer after presenting a marketing plan and an estimate of value.

Helping Rick and Janice sell their dealerships was a delight and an honor, enabling them to move into semi-retirement and concentrate on their remaining stores.

I’m incredibly appreciative of the chance to serve as their sole sell-side representative and help them navigate this momentous change.

Since 1998, Charlie Cole has been an award-winning Harley-Davidson dealer and the president of the Cole Family of Harley-Davidson Dealerships.

In addition to the Carolina Coast and Beach House stores, he and his family control eight dealerships in Virginia, West Virginia, North Carolina, and South Carolina, making them synonymous with Harley-Davidson.

Charlie expressed his gratitude to Courtney and George from Performance Brokerage Services for providing this amazing chance.

I’ve now purchased three and four stores through PBS.

Note: Every piece of content is rigorously reviewed by our team of experienced writers and editors to ensure its accuracy. Our writers use credible sources and adhere to strict fact-checking protocols to verify all claims and data before publication. If an error is identified, we promptly correct it and strive for transparency in all updates, feel free to reach out to us via email. We appreciate your trust and support!