The shop, the fifth location for Boswell's Harley-Davidson in Middle Tennessee, will include 1,500 square feet of retail space at street level and another 1,500 square feet downstairs for customer gatherings and private parties.
The space at 180 Second Ave. is under renovation and is slated to open May 1, in time for the summer season and large events like the CMA Music Festival and downtown's Fourth of July.
"This location will attract customers we otherwise would not get," said president and owner Bubba Boswell. The store, which has an exposed brick wall and old wood plank floors, will sell merchandise with the Music City Harley-Davidson logo, including T-shirts, hats, patches, sunglasses, jewelry and some leather riding apparel, said his wife, Betsy Boswell, co-owner.
Motorcycles will not be sold at the location, although rentals can be arranged there. Boswell's main location at 401 Fesslers Lane and secondary locations at Rivergate and in Cookeville are full-service sales, parts and service stores.
Other business owners, real estate brokers and downtown officials see the legendary motorcycle maker as a good addition to Second Avenue.
"Anything is welcome retail-wise, especially a brand that offers something a little bit above and beyond the typical Western souvenir store," said Brett Francovich, proprietor of Abernathy Road, which opened across from the Wildhorse Saloon last May.
Francovich, an apparel designer, sells upscale leather goods, handmade knives and other "ranch, range and rough wear."
Still, sales of all sizes and brands of motorcycles declined in 2009 along with the nation's economy after a six-year run in which at least 1 million units were sold annually between 2003 and 2008.
Aside from drawing tourists and downtown workers, the Second Avenue shop also hopes to become a gathering place for riders before or after weekend cruises, much like Boswell's Grill at the company's Fesslers Lane location has evolved into.
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