H Touring Bikes

Carolina Coast Harley-Davidson, located in Wilmington, North Carolina, and Beach House Harley-Davidson in Shallotte, North Carolina, have transitioned ownership from Rick and Janice Noyes to Charlie Cole, Will Cole, and Freddy Tedesco of the Cole Family of Harley-Davidson Dealerships.

For 30 years, Rick and Janice Noyes have proudly owned and operated Carolina Coast Harley-Davidson and its sister store, Beach House Harley-Davidson, situated along U.S. Route 17. “Creating a thriving business that serves as a community fixture for over three decades is no small accomplishment,” remarks Rick Noyes. “Selling such a well-established business is another emotional journey altogether. It requires a unique set of expertise to ensure that the sale successfully comes to light. George [Chaconas] and his committed team leave no stone unturned and stay involved until the deal is finalized.”

In the past five years, Performance Brokerage Services has facilitated the sale of over 300 dealerships, establishing itself as the leading dealership brokerage firm in North America. George C. Chaconas, Senior Partner, and Courtney A. Bernhard, Partner of the Harley-Davidson & Powersports Division at Performance Brokerage Services, acted as the exclusive sell-side advisors for this transaction.

Rick and Janice Noyes will continue to own and operate New River Harley-Davidson in Jacksonville, North Carolina.

“About five years ago, I met with Rick and Janice Noyes at the last Harley-Davidson dealer show in Milwaukee to explore the possibility of selling two of their North Carolina stores,” explains Chaconas. “Post-pandemic, Rick reached out to discuss selling their dealerships again. Shortly thereafter, my partner, Courtney Bernhard, and I visited them to assist in preparing for the sale.

“After assessing the value and creating a marketing strategy, we matched them with a unique and qualified buyer, the Cole Family of Harley-Davidson Dealerships,” he adds. “It was an honor to help Rick and Janice successfully sell their dealerships, facilitating their transition to semi-retirement and allowing them to focus on their remaining store. I am incredibly grateful for the chance to exclusively represent them through this significant life change.”

Charlie Cole, President of the Cole Family of Harley-Davidson Dealerships, has a history of excellence as a Harley-Davidson dealer since 1998. “I want to extend my gratitude to Courtney and George at Performance Brokerage Services for presenting me with this remarkable opportunity,” he states. “This marks the acquisition of my third and fourth stores through PBS.”

With the addition of Carolina Coast Harley-Davidson and Beach House Harley-Davidson, the Cole Family of Harley-Davidson Dealerships has expanded its reach to eight dealership locations across Virginia, West Virginia, North Carolina, and South Carolina.

Rick and Janice Noyes were represented by Logan Parker and Greg May from Bass Sox Mercer in Tallahassee, Florida, while the Cole Family of Harley-Davidson Dealerships was represented by Eric Gregory at Gregory Law, LLC in Johns Creek, Georgia.

Carolina Coast Harley-Davidson will be renamed Shipwreck Harley-Davidson and will continue operations at its existing site at 6620 Market Street in Wilmington, North Carolina. Similarly, Beach House Harley-Davidson will be rebranded as Sea Breeze Harley-Davidson and will remain at 100 Harley Davidson Drive in Shallotte, North Carolina.