The Silverton Harley-Davidson store, which opened here in 2012, is now officially recognized as the highest Harley store in the world, according to its owner, Jeff Murray.
“That draws a lot of people here,” Murray said. “They want the T-shirt and the only way they can get it is to come to Silverton.”
The Silverton Harley store does not exactly sell the actual motorcyles. For that they need to go to Durango Harley. But with the designation of the Silverton gift shop as an official, free-standing Harley store, Murray expects business to pick up even more.
“Every year Harley-Davidson publishes a travel atlas, which goes to about a million members of the owners group,” Murray said. “Now there will be a bar and shield logo next to the Town of Silverton. We’re hoping that will draw more people to town.”
And Murray said his company is heavily promoting the Million Dollar Highway on its silvertonharley.com website.
“The Million Dollar Highway is rated as the fourth best motorcycle ride by the American Motorcycle Association members’ own vote,” Murray said. “We’re really excited about that. Hopefully that will bring more visitors to town.”
Murray said the store at 1139 Greene Street is being expanded and renovated, but plans to be ready to open on Satureday, May 3 — First Train Day.
“It will be all new inside. We’re trying to make it a fun stop,” he said.
And he said he’s trying to promote more special events catering to motorcyclists.
“We’re working with two groups planning to ride through the area and overnight in Durango. One of them is planning to stop in Silverton so they can get the T-shirts,” Murray said.