Bruce Rossmeyer Killed in Motorcycle Accident

July 31, 2009
Bryan Harley
Bryan Harley
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Our resident road warrior has earned his stripes covering the rally circuit, from riding the Black Hills of Sturgis to cruising Main Street in Daytona Beach. Whether it's chopped, bobbed, or bored, metric to 'Merican, he rides 'em all.

Bruce Rossmeyer
Bruce Rossmeyer, a likable and charitable entity in the motorcycle industry, died yesterday after his motorcycle collided with a truck pulling a trailer.

Bruce Rossmeyer, owner of the world’s largest Harley-Davidson dealership, the popular Destination Daytona in Ormond Beach, Fla., died yesterday in a motorcycle accident. Rossmeyer was riding with five friends in Wyoming on his way to Sturgis and was trying to pass a truck pulling a trailer when the truck’s driver made a left turn that resulted in the collision.

According to the Wyoming Highway Patrol, Rossmeyer and five other motorcyclists were headed east on Hwy. 28 in Sweetwater County. The group was following a Ford pickup truck towing a two-axle camper trailer. The truck driver, Robert L. Valkenburg, 73, of Rock Springs, Wy., began making a left turn at the same moment Rossmeyer attempted to pass him. The truck driver reportedly signaled, and the highway patrol stated that Rossmeyer was not wearing a helmet at the time.
There is an air of irony that Rossmeyer died riding a Harley-Davidson motorcycle. It was through the sales of the iconic American V-Twin that Rossmeyer built his 15-dealership empire. He opened his first store in Daytona in 1994, getting into the game at the most opportune time when motorcycle sales were booming. Through high visibility campaigning, using giant highway billboards and TV commercials to promote his businesses, Rossmeyer became a popular entity in the motorcycle industry. He also actively promoted Daytona Bike Week and was quick to help out charitable causes.

His crowning achievement is Destination Daytona in Ormond Beach. Rossmeyer built it to be the complete biker experience. Not only is it a motorcycle dealership, but it’s also a full-blown resort complete with restaurants and bars, a tattoo shop, stores, condos, and a hotel.

If there’s any solace for the family, it’s in the fact that he died doing something he loved to do, riding his Harley-Davidson, in some of the most beautiful country around. Rossmeyer, 66, is survived by his wife Sandy and five children.

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