Burlington RV Superstore, a major Wisconsin dealership, announced construction plans for a new 49,000-square-foot facility on Highway 20 just west of I-94, according to a report in the Milwaukee Journal Sentinel.
Tim Wegge, company president and chief executive officer, said the firm purchased a little more than 13 acres in June to build its dealership, which will include “many, many unique and fascinating amenities.”
Construction is scheduled to begin next year with an opening set for fall 2005, Wegge said.
The store will offer expanded sales and service operations, including an indoor showroom with room to display 30 vehicles. There will be an area with overnight parking for guests, a dump station and LP gas service. Wegge said the service department would also be adding chassis repair.
Market studies have shown that Burlington RV can double its projected sales in three to five years at its new location, Wegge said. The company, which has 55 employees during its peak season and about 50 regularly, will need to increase its staff.
According to Wegge, the dealership will offer some unique amenities such as a children’s play area and children’s theater, cyber cafe and educational arena.
“Many of the services we provide now are unique to the entire industry of RV sales and service. A lot of things we do, no other dealers in the country are doing,” Wegge said. “It’s all based on customer service and being able to provide people with creature comforts while they are doing business with us.”
He said he had been interested in expanding to the Highway 20 and I-94 corridor for quite some time.
“There are many transients traveling that highway and using I-94. Traffic heading to and from all different parts of the state and Illinois funnel to that corridor,” Wegge said.
He also envisions the dealership as a tourist draw for the area. After being drawn off the interstate to Burlington RV, customers may be inspired to remain in the area to explore Racine or other parts of southeastern Wisconsin.
Wegge said he intended to formulate a plan, in cooperation with the state Department of Tourism and the Racine County Convention and Visitors Bureau, which is located across the highway from the new dealership site, to give people information on places to see and things to do in the Racine County area.
Burlington RV Superstore was founded by Wegge’s parents, Russ and Pat, in 1963. It grew from the Wegges’ front yard to its current location at 980 Milwaukee Ave. in Burlington.