A monumental change of hands

On June 14th, Barry and Dia Matteson sat in the third floor conference room signing the final paperwork for a monumental change of hands. After 40 years of business in the Alaskan motorcycle industry, Barry Matteson has sold Motorcycle Times Inc. to his 25 year old daughter, Dia Matteson. Motorcycle Times Inc or MTI, includes the House of Harley-Davidson in Anchorage, Denali Harley-Davidson in Wasilla, and Kenai Peninsula Harley-Davidson in Soldotna.

Dia and Barry Seal the Deal

Dia and Barry Seal the Deal




Most Alaskan bikers have a story or two about Barry, but not everyone knows Dia. Here is a mini autobiography by the youngest female Harley-Davidson dealer in the world:

Some of my earliest memories are walking around the House of Harley in Spenard. My dad spent most of his time at the business which was easy to do since we were all living upstairs in a modified apartment built from a few rooms of a bed and breakfast. Hog Heaven, “here’s your bed…get your own damn breakfast!” the coupon said that we provided the guests in our small B&B upstairs of the House of Harley. They would take their coupon across the street to Gwennies to enjoy an oversized meal that would slam shut an artery. Eventually the business expanded and the upstairs was renovated to be more display space for the Motorclothes department. Before I was old enough to work there, I was old enough to clean. I would come in with my sister and clean the break rooms and floors and anything else that needed cleaning. Eventually I was old enough and eager to enter the working world at the ripe age of 14. I started upstairs in the clothing department where I would sell clothes and cashier. I always took pride in my work and did the best I could to make my father proud. I continued to work during the summers and on weekends during the school year through my High school years learning different parts of the business. After we had the major remodel done in 2001 we had a cashier station separate from the clothing department so I worked both of those positions. I worked with some fun characters who taught me some of the ways of the world as I worked in parts learning more about the bikes and eventually landing in Service the summer after my junior year in high school. I found I loved the challenge of the fast paced and always demanding service world. I liked to learn about the bikes, the mechanical aspects and how to sell parts and accessories at the counter. I actually enjoyed figuring out how to calm down the upset customers and help them get what they really wanted. It is amazing what you can learn in a shop full of men! The techs were all very kind to me and gave me more confidence in my riding ability. They encouraged me to try new bikes and be a better rider.

I got my motorcycle license at 16 and was riding a Buell Blast that summer. By my Senior year in Highschool I was sure that I wanted to be in the Harley business. I had met a boy from South Carolina, so like many young people I decided to attend college out of state, to spread my wings and see if I could make it on my own. By then I had been riding a lot of different bikes and had purchased my first “big” bike a XB9SX Buell City Cross. I had it delivered to the dealership in Anderson, South Carolina where I was attending Anderson College (later accredited to University status) and studying Business Management. The school was small and very Baptist, not too many biker chicks with tattoos to say the least. I enjoyed my time there and learned a lot about myself and how to live on my own. During the summers I would continue to work at the shop in Sales and wherever I was needed. After my second year down there I decided I was ready to move back and finish school at UAA where the tuition was a little cheaper and the Business School was accredited and a better program.

I eventually finished up my Bachelors Degree and was working as the interim Service Manager and running a small booth on the weekends at the Downtown Market when I was promoted to General Manager. As the GM I found myself eager to fix all the problems I had seen over the years in the business, but quickly learning that some things aren’t so easy to fix. During my first year as GM I got to go on the ride of a lifetime. I was thinking about getting my Masters Degree but decided to take one semester off. During that August I rode down to Milwaukee from Alaska for HD’s 105th Anniversary. I had a 2007 Street Glide and mostly inadequate gear. I had never ridden any significant distance probably the farthest ride was a few hundred miles. I was about to ride across the country!

The ride to Milwaukee was amazing despite the shit weather the whole way through Canada. I was challenged every day to keep a smile on my face as I froze my ass off and struggled through long construction areas with horrible road conditions. I never dropped my bike and made it through Canada without a scratch. I celebrated my 22nd birthday on the road with a pop tart at a gas station! I made some lifelong friends and some great acquaintances along the way. We rode every day until we finally arrived in Milwaukee where the streets were filled with thousands of bikers! Freeways would be moving at a snail’s pace as thousands of bikes flooded the roads to attend the hundreds of events that were taking place during the Anniversary Party. It was hotter than hell as the area was having unusually warm temperatures for this time of year. But after the crap we rode through in Canada I welcomed the heat. The constant rumble of Harleys and the packed streets with bikers was awe inspiring and I was so proud and excited to be a part of this culture. I haven’t gone on a ride like that again, but we will be riding down next August for the celebration of Harley-Davidson’s 110th Anniversary and I am sure it will be an even better experience!

The next spring I enrolled in the MBA program at UAA and started my journey to be the first in my family with a Masters Degree. Surprisingly my father didn’t really want me to go back to school. He was eager to keep me at work full time and thought I would be too overwhelmed. I continued to work full time and only went to school part time so I could focus on our business and learn as much as I could from my dad. During the past four years I participated in our 20 Clubs and learned so much from other HD dealers from around the country. We compared financials and I started to see the ratios, trends and numbers that were clear indicators for our business. Business in Alaska is unique, but the Harley-Davidson business in Alaska is especially unique! Throughout the years it became even more obvious that the scenarios that we studied in class were nothing compared to real world experience. Managing people is challenging and still the area I want to focus on the most. I feel that an organization is only as strong as the people working in it and that the work environment starts at the top.

As a business we focus on providing our customers with a premium but fun experience every t me they come through the doors. Our store has become somewhat of a social hub where folks come in just to hang out and have a cup of coffee! What other retail store can say that?! As a business we have always invested in our company with improvements, gains in technology, employees and programs to benefit our customers. We are not about doing things the cheapest way possible to earn a fast buck. We invest in the relationships we build with our customers to keep them coming back and enjoying doing business with us. Although the economy hasn’t been the best we use times like these to really streamline processes and improve the way we do business. This year has seen some growing pains and changes as we begin the transition into my position as owner, but we are building a strong team and looking into the future.


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2 Responses to A monumental change of hands

  1. Robert Brouillette says:

    Cheri and I (Bob) Miss all the fun we had at your store and all the friends we made there.
    Tell Heather Hi and Dave we miss them alot. Conrats to Dia and Barry We know the shops will be the best in the USA…Love you all From Tennessee The Brouillette’s

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