BUSINESS SPOTLIGHT: Denali Harley-Davidson puts an emphasis on family

WASILLA — At Denali Harley-Davidson, the focus is always family. Barry Matteson brought Harley to Alaska in 1975. His daughter, Dia, took the mantle in 2012 and became Harley’s youngest female dealer in the country. Denali Harley-Davidson General Manager Fred Becker said that the Mattesons established the Valley branch of Harley in 2006.

Dia and Barry have been a team for decades and even after stepping down officially, Barry still oversees some aspects of the business. Dia has since propelled the family business and kept a community mind with a rider’s heart.

“Anything to do with Harley is about family,” Becker said.

The shop has eight full-time employees and typically has 11 during the summer. Summer is the busiest time of the year. Becker said their employees tend to stick around for a while, adding the average employee tenure is six years. Becker said that whenever a new face enters the shop, they are immediately greeted and treated like extended family. The shop has some unique qualities that separate it from other dealerships.

“When you walk in, you see a lot of character,” Becker said. “When you buy a car, you don’t hang out with the dealer, do ya?”

The shop hosts a variety of events throughout the year: tattoo parties, concerts, swap meets, bike shows, Christmas parties, and so on. The staff at Denali Harley ceaselessly welcomes new riders. They have a riding academy and a “jump start” machine that is essentially a stable treadmill that allows curious newcomers to get feel of riding without the worry of falling off.

Denali Harley-Davidson currently has one — Matt Gardner — of two master technicians in the state in its shop. Its storage warehouse can fit up to 300 bikes. According to Becker, anyone can store their bike there, Harley or not. The shop also will service all bikes of any model. He said that the shop obviously has a Harley focus but they will accept anyone who rides.

“We’ll take anything on trade. Most dealers won’t do that,” Becker said.

Denali Harley-Davidson prides itself on its complimentary services. One of their most popular free services is the bike wash. Anyone can stop in and get their bike washed.

Becker said that Harleys are really customizable bikes and the shop has a slew of parts and even lets potential customers sample parts without having to buy them.

The shop is very pet friendly and even has a special pet area with treats, cushions, dog dishes and toys. They have a wall covered with photos of customer’s pets.

Becker is particularly proud of the shop’s lounge/arcade area. The lounge area has a few cozy couches, vending machines, and even massage chairs — a time-tested favorite for hardy bikers stopping in after a long trip. It has a variety of classic arcade games like Galaga and pinball machines.

Becker said the shop has plans to open free family camping on their property next year. The camping area will be near the parking lot, in the wooded area. They will clear out some trees and put up some porta-potties. The camping will be free to “anybody who rides.”

“If you ride, you’re a part of our family,” Becker said.