IRVINE, Calif., Dec. 5, 2024 /PRNewswire/ — Performance Brokerage Services, the premier firm in dealership buy-sell activities, is excited to announce the successful sale of Carolina Coast Harley-Davidson located in Wilmington, North Carolina, along with Beach House Harley-Davidson situated in Shallotte, North Carolina. The transaction was between Rick and Janice Noyes and the Cole Family of Harley-Davidson Dealerships.
Performance Brokerage Services, recognized as North America’s leading dealership brokerage firm in terms of volume, is pleased to announce the acquisition of Carolina Coast Harley-Davidson in Wilmington, North Carolina, and Beach House Harley-Davidson in Shallotte, North Carolina by Charlie Cole, Will Cole, and Freddy Tedesco of the Cole Family of Harley-Davidson Dealerships.
Carolina Coast Harley-Davidson, along with its sister location, Beach House Harley-Davidson on U.S. Route 17, has been family-owned and managed by Rick and Janice Noyes for over thirty years. Post-sale, Rick Noyes stated, “Establishing a business from the ground up and becoming a cornerstone of your community for more than three decades is no small achievement. Transitioning that well-rooted business is also an emotional journey. It necessitates a different level of expertise to execute that sale successfully. George and his committed team leave no detail overlooked and are involved until the closing is complete.” Rick and Janice will retained ownership of New River Harley-Davidson in Jacksonville, North Carolina.
In the past five years, Performance Brokerage Services has facilitated the sale of over 300 dealerships, reinforcing its status as the highest volume dealership brokerage in North America. George C. Chaconas, Senior Partner, and Courtney A. Bernhard, Partner in the Harley-Davidson & Powersports Division at Performance Brokerage Services, were the sole advisors representing the sellers in this sale.
George Chaconas remarked, “Over 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 their two North Carolina stores, Carolina Coast Harley-Davidson and Beach House Harley-Davidson. Following the pandemic, Rick reached out to discuss the sale again. Soon after, my partner Courtney Bernhard and I traveled to meet with Rick and his wife, assisting them in preparing for the sale. After providing them with a valuation estimate and marketing strategy, we pinpointed a qualified buyer in the Cole Family of Harley-Davidson Dealerships. It was a privilege to assist Rick and Janice in successfully selling their dealerships, enabling them to move towards semi-retirement and focus on their remaining store. I am deeply thankful for the chance to represent them through this pivotal transition.”
Courtney Bernhard expressed, “It was a privilege to represent Rick and Janice Noyes in the sale of their dealerships, alongside my partner, George Chaconas. Navigating a multi-location transaction demands a high level of collaboration, and they maintained exceptional support throughout the process. I also thank their controller, Summer, for her dedication in preparing for the sale. I wish them ongoing prosperity at their remaining location, New River Harley-Davidson. It was a delight to work with Charlie, Will, and Freddy; they exhibited professionalism which contributed to a seamless transition. Despite recent market uncertainties, the atmosphere remained positive as we all anticipate brighter days ahead!”
Charlie Cole, President of the Cole Family of Harley-Davidson Dealerships, has earned accolades as an award-winning Harley-Davidson dealer since 1998. He conveyed, “I want to express my gratitude to Courtney and George at Performance Brokerage Services for bringing this remarkable opportunity to us. This purchase marks the third and fourth locations I have acquired through PBS.”
With the addition of Carolina Coast Harley-Davidson and Beach House Harley-Davidson, the Cole Family now operates a total of eight dealership locations across Virginia, West Virginia, North Carolina, and South Carolina.
Rick and Janice Noyes received legal representation from Logan Parker and Greg May at Bass Sox Mercer in Tallahassee, Florida.
The Cole Family of Harley-Davidson Dealerships were represented by Eric Gregory at Gregory Law, LLC based in Johns Creek, Georgia.
Carolina Coast Harley-Davidson will be rebranded as Shipwreck Harley-Davidson and will continue to operate from its current site at 6620 Market Street in Wilmington, North Carolina.
Beach House Harley-Davidson will be renamed Sea Breeze Harley-Davidson while remaining at its existing location at 100 Harley Davidson Drive in Shallotte, North Carolina.
Performance Brokerage Services, Inc. stands as North America’s leading dealership brokerage firm, focusing on buy-sell transactions for automotive, RV, commercial truck, powersports, and equipment dealerships.
With over three decades of experience and 900 dealerships sold, the firm boasts a remarkable 90% closing rate, upheld by a reputation for ethical practices and integrity.
The firm adopts a distinctive approach, offering free value estimations without initial fees or retainers, requiring no reimbursement of expenses, with success fees charged only upon transaction completion.
Headquartered in Irvine, California, and supported by nine regional offices across Utah, Texas, Illinois, Florida, Virginia, Ohio, New Jersey, Alberta, and Ontario, clients enjoy national reach with local representation.
As trusted experts in the field, the company leverages a vast network of industry-associated attorneys, accountants, hundreds of registered buyers, and long-established relationships with various vehicle manufacturers.
