Republic Harley-Davidson plans to leave Stafford and expand onto 53 acres in Rosenberg, in a move that will create the nation’s largest Harley motorcycle dealership.
Once complete, Republic will be reborn as a Harley “destination,” owner Mike Rafizadeh said Thursday, including a dealership facility about triple the size of the current one, along with an indoor amphitheater, entertainment rooms, outdoor picnic areas and a Quaker Steak & Lube “power sports” theme restaurant.
“We feel this will become a destination rather than your typical retail location,” Rafizadeh said. “It is a unique project we think gives the Harley enthusiast a fresh venue.”
Rafizadeh said the themed destination concept has been done in a couple other locations – one by a friend of his who owns a Harley dealership in Fort Collins, Colo. The Colorado location is built on 25 acres, and includes a 3,500-seat amphitheater that serves as a concert venue, a Hooters restaurant, and a hotel.
Republic has been planning the expansion for about four years, he said. After considering and rejecting several potential locations – including acreage in Sugar Land that now is home to a BJ’s Restaurant & Brewhouse and a Mercedes dealership – Rafizadeh settled on Rosenberg.
In April, one of Rafizadeh’s businesses, M & M Rafizadeh Family Ltd., bought 53 acres along U.S. 59 just west of State Highway 36 in Rosenberg, for an undisclosed price from Ewlen Properties Ltd. The Fort Bend County Central Appraisal District says the land has a market value of about $1.05 million, however, real estate sources say Ewlen was trying to get more than $5 million for the property.
Republic Harley’s Stafford facility takes up about 40,000 square feet of space, Rafizadeh said. As for the new dealership in Rosenberg, “we are looking at probably 100,000 square feet and maybe as large as 120,000 square feet.”
That, he said, would make Republic that largest Harley dealership in the country. The honors now go to a Las Vegas Harley dealership, which is less than 100,000 square feet.
Republic visited several restaurant companies, and settled on Pennsylvania-based Quaker Steak & Lube because of its motor sports themes.
Rafizadeh said the restaurant at the Rosenberg site will have three or four dining rooms under one roof. One, not surprisingly, will have a Harley-Davidson theme, including Harleys suspended from the ceiling. Other dining rooms will feature drag racers, hot rods, or Corvettes.
The size of the amphitheater still has to be worked out, and depends on parking requirements from the City of Rosenberg and other considerations. Rafizadeh said it will be used for concerts, for company meetings and other events where participants need a large amount of indoor seating.
Also, “we’re going to have accommodations such as picnic areas.” Harley riders “will be able to have an environment designed for hanging out, inside and outside,” with amenities such as “pool rooms, entertainment rooms and movie screens.”
“It’s designed to invite people to spend the day at the dealership,” Rafizadeh said.
Details of the project are being hammered out between Republic and the City of Rosenberg, which he said has been “just wonderful. I think they are as excited as we are.”
He believes the expansion and move may be completed within two years, but could take a few months more.
The “box” that comprises the dealership itself will probably cost about $10 million to build out, Rafizadeh said, while the amphitheater may cost between $2.5 million and $3.5 million.
The current dealership in Stafford employs about 80 people, he said. The new one probably will employ closer to 100.
A former Houston resident who now splits his time between California and the state of Washington, Rafizadeh just completed the acquisition of an Augusta, Ga., Harley dealership with a partner. He also is a partner in two Atlanta Harley dealerships, and in Independence Harley in College Station.
