Bruce Rossmeyer Killed: Updated

Bruce Rossmeyer, the owner of what is billed as the largest Harley-Davidson dealership in the world, was killed today in Wyoming while riding with friends from the Harley dealer meetings in Colorado to Sturgis, South Dakota, the site of the Sturgis Rally, according to the Daytona News Journal.

Bruce Rossmeyer was 64 years old.

The Journal is reporting that a family friend of Rossmeyer's said he was riding in a group of several motorcyclists when they pulled out to pass a recreational vehicle. Rossmeyer was the last in line and was killed when the RV strayed into his lane and struck his motorcycle.

After a career in the automobile business, Bruce Rossmeyer opened Daytona Harley-Davidson in January of 1994 and he followed that up with New Smyrna Harley-Davidson in 1997, Grand Junction Harley-Davidson in 1997, Ft. Lauderdale Harley-Davidson in 1998, Harley-Davidson of Pompano in 2002, and Aspen Valley Harley Davidson in 2002. In 2006, he opened another South Florida dealership, Sunrise Harley-Davidson, and Southern Thunder Harley-Davidson in Horn Lake, Mississippi.

Rossmeyer also is the developer of Destination Daytona and co-owner of two area auto dealerships in South Florida. His biggest dealership is also a sponsor of the Buell team that currently fields Danny Eslick in the AMA Pro Daytona SportBike class.

He is survived by his wife, five children and seven grandchildren.

The following is from Richie Morris...

It is with heavy hearts and great regret that Richie Morris Racing announces the passing of long time friend and sponsor Bruce Rossmeyer. Rossmeyer died today while riding his motorcycle on the way to the Sturgis Rally and Races from the Harley-Davidson/Buell Summer Dealer Meeting in Denver.

"Bruce was first and foremost my friend," said Richie Morris. "He stood by me through the good and bad years. We have been partners in racing since 1994. The racing community just lost a loyal supporter and he will be greatly missed."

About Bruce Rossmeyer

Bruce Rossmeyer, a long-time Daytona Beach resident, was “retired” from the automobile business when he purchased his first Harley-Davidson dealership in Daytona Beach, Florida. Bruce had owned various automobile dealerships throughout his career, the first of which was Rossmeyer Dodge in Washington, New Jersey. It was1969 and he was only 24 years of age.

Bruce wanted to do something fun in his retirement and found his “gold watch” with his family-owned and operated Harley-Davidson businesses. In addition to the motorcycle dealerships, he jumped back in the automobile business with Daytona Toyota located in Daytona Beach and Deland Dodge located in Deland.

Bruce began his career in the motorcycle industry with the opening of Daytona Harley-Davidson in January 1994. He followed it up with the addition of New Smyrna Harley-Davidson in 1997, Grand Junction Harley-Davidson in 1997, Ft. Lauderdale Harley-Davidson in 1998, Harley-Davidson of Pompano in 2002, and Aspen Valley Harley Davidson in 2002. When the new Ft. Lauderdale facility opened in December 2001, the existing store turned into the police and fleet sales division. Another South Florida dealership, Sunrise Harley-Davidson will be completed by the end of 2006 in Sunrise. In February 2006, Bruce purchased Southern Thunder Harley-Davidson located in Horn Lake, MS.

The largest dealership to date, Bruce Rossmeyer’s Daytona Harley-Davidson located at Destination Daytona, opened in October 2005. Bruce Rossmeyer’s World’s Largest Harley-Davidson dealership, 1637 North U.S. Highway 1, Ormond Beach, FL, 32174 is the granddaddy of all Harley-Davidson dealerships (109,000 square feet). Destination Daytona will also include an amphitheatre, restaurants, bars, and a huge vending area upon completion. The total project encompasses over 150 acres. Combined annual sales for Bruce’s Harley-Davidson dealerships in 2005 exceeded $200 million.

In February 2002 Bruce added a custom motorcycle shop to his empire partnering with Arlen and Corey Ness - creating Arlen Ness Motorcycles. This location compliments his Harley-Davidson dealerships as it expands the types and models of bikes offered. With American Ironhorse, Texas Choppers, Rucker Performance, Daytona Boss and Arlen Ness custom creations, you will surely find one that is right for you if you prefer something other than a Harley-Davidson. This store is a full service dealership with parts, accessories, clothing and service located at Destination Daytona as well.

Bruce is held solely responsible for creating the Bike Week party on Beach Street where the Daytona Harley-Davidson Shop is located. Before 1994 you couldn’t find a dozen motorcycles along Beach Street. With Bruce’s promotional and marketing skills, Beach Street has become second only to Main Street in the Daytona Beach area for fun during Bike Week. The carnival like atmosphere pleases thousands everyday during the 10–day Bike Week with food, vendors, attractions and plenty of motorcycles. Destination Daytona will surely match the activity found along Beach Street and Main Street.


In the fall of the year, Daytona Beach hosts another bike event called Biketoberfest®. Again, Bruce has helped to create that event, in its 15th year, to the success it is today. He serves on the Biketoberfest® Development Committee and works closely with the Daytona Beach Area Convention & Visitor’s Bureau to promote the event. In its early years, approximately 5,000 motorcycles would assemble in Daytona Beach. Today there are well over 150,000 attendees.

Bruce is a founder and serves on the Board of Directors of Camp Boggy Creek, a Division of The Hole in the Wall Camps founded by Paul Newman. The biggest fundraising event that benefits the Camp is his very own “Ride for Children”. This charity motorcycle ride starts at Destination Daytona in Ormond Beach and takes you on a scenic route to Camp Boggy Creek. Bruce made a commitment to raise $1,000,000.00 in ten years for the Camp and after the 10th Annual Ride was over, proceeds totaled $1,800,000.00 for the kids!! Every year the Ride attracts more riders and the kids at Camp Boggy Creek really enjoy the event. The 12th Annual Daytona Harley-Davidson Ride for Children will be held October 15, 2006. Total funds raised to date total over $2,000,000.00.

Bruce also serves on the Board of Directors for Boys & Girls Clubs of Volusia/Flagler Counties. His involvement has led to the creation of naming rights to specific B & G Club locations. The Boys & Girls Club unit located in Holly Hill has been named “The Rossmeyer Family Unit” after Bruce committed $100,000.00 to the Club. He is actively seeking other corporate commitments from area businesses for naming rights to other clubs located in Volusia/Flagler counties.

Bruce has been a major player in the fundraising efforts for the Joe DiMaggio Children’s Hospital as well. The Ft. Lauderdale Toys in the Sun Run is held the first part of December every year and benefits the hospital. This 25 mile Toy Run attracts over 30,000 bikers that parade down I-95 to I-595 out to Markum Park. Broward County completely closes these major highways down for the police escorted ride to the park. Once arriving at the park, there are rows of vendors, eateries and major bands performing during the biggest one-day bike event in Florida. The Joe DiMaggio Children’s Hospital also named a family sleeping room at the Visitors Clubhouse in “Bruce Rossmeyer’s” honor for his continuing efforts to help the children.

Bruce also serves on the Board of Directors of the Boys & Girls Clubs of Broward County. His main bike related involvement includes: Co-Creator and Sponsor of the VQ Bikers Ball held during Bike Week in Daytona and Committee Chair and Title Sponsor of the Bikers Bash held the weekend of the Ft. Lauderdale Toys in the Sun Run. These events have generated over $2,000,000.00 since their inception benefiting the Boys and Girls Clubs.

The Bikers Ball is one of the premier biking events held in the United States. Each year during Bike Week in Daytona the participants are treated to police escorted rides, lavish dinners, charity auctions and the prestigious ViQe awards ceremony.

The Bikers Bash is another big event for the South Florida area. This three-day event is again police escorted and takes you to a sponsoring restaurant on Friday night, along Millionaire’s Mile in Hillsborough Beach Saturday for lunch and on to the Seminole Hard Rock Hotel & Casino in Hollywood Saturday night for a dinner and auction. This VIP group finishes off the weekend by leading the 30,000 riders of the Toys in the Sun Run to Markum Park.

As a communitarian and benefactor, some of the many charities Mr. Rossmeyer is also involved with include:

* Supporting Jim Moran, owner of Southeast Toyota, in one of Mr. Moran’s leading fundraising events, as a tournament leader sponsor of the “Jim Moran Classic” – with the donation of two Harley Davidson motorcycles. This event supports “The Youth Automotive Training Center”;
* “Petals & Palettes” fundraising auction benefiting the Ormond Art Museum;
* “Easter Seals”;
* “Serenity House”, treatment for drug and alcohol dependency;
* The “Orlando Magic Youth Foundation”. Mr. Rossmeyer is a supporter of the “Black Tie & Tennies” Gala, which is the major fundraiser for the foundation to aid disadvantaged youth. In fact, Mr. Rossmeyer’s involvement has been so appreciated by Richard DeVos, the owner of the Orlando Magic, that the team honored him by rewarding him a jersey with his own name and “number” that was retired.
* The “Darrel Armstrong Foundation” supporting premature babies;
* Mr. Rossmeyer has been a major sponsor of the “Kyle Petty Ride Across America”
which begins in California and ends in North Carolina at the “Victory Junction Gang Camp”. This ride also benefits children’s hospitals they encounter on the trip.
* A major sponsor of the “Brian Hill’s Drive for a Cure” to benefit the Cystic Fibrosis Foundation;
* A sponsor of the “Kay Hill Love Affair”, to benefit the Cystic Fibrosis Foundation;
* Serves on the Police Athletic League Board of Directors for the City of Daytona Beach.
* Leases the City of Daytona Beach their motorcycle police fleet for $1.00 per year per bike.
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On September 27, 2003, the University of Southern Mississippi honored Mr. Rossmeyer as the “Entrepreneur of the Year” in recognition of his many accomplishments. In addition, Mr. Rossmeyer had pledged $1,000,000.00 for a new School of Business Administration building at USM, his alma mater.
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During Bruce’s tenure as a Harley-Davidson dealer he has achieved the coveted Gold Bar & Shield Award from Harley-Davidson Motor Company (HDMC). This honor is awarded to only the top twenty-five dealerships in the United States. Daytona Harley-Davidson was ranked third among the elite twenty-five in 2001.

Bruce’s empire of Harley-Davidson dealerships has achieved some astounding accomplishments with HDMC. They include: number #1 in new bike sales, number #1 in used bike sales, number #1 in Parts & Accessories sales and number #1 in Motorclothes sales in the country. His dealerships financed over $62,000,000.00 in motorcycle purchases with Harley-Davidson Financial Services (HDFS) in 2004 alone and that equates to over 4,500 motorcycles being sold. Quite impressive!

Bruce also served on the HDFS Dealer Advisory Council from 1995 – 2002.

Today motorcyclists are the biggest group of people raising money for charities and non-profit organizations. Everywhere you look, bikers gather to generate funds for those less fortunate. Nothing does more to generate excitement than the raffle or auction of a shiny new Harley-Davidson.

Harley-Davidson Motor Company celebrated its 100th anniversary In September 2003. You can’t name too many companies that have been in business for 100 years and survived all the economic difficulties. This says quite a bit about the popularity and strength of motorcycles and Harley-Davidson.

Bruce is married with five children and seven grandchildren. His wife Sandy has been instrumental in the achievement of his business success. Bruce’s greatest pleasure has been making this a “family” business. Sandy and their 5 children, Mandy, Wendy, Randy, Will & Shelly, have been involved in the operation of the business since the beginning and share his enthusiasm for its continued success.

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