Bruce Urban, the Canadian RV dealership magnate who sold about $130 million of the vehicles this year and will open his first U.S. location in Riverside, Calif., has a different way of selling RVs.

He appears to make each one a themed experience, equipped with arcade games for the kids and gimmicks like a monster truck parked outside. And when it comes down to selling the RVs, he said he sets himself apart even more, according to the Riverside Press-Enterprise.

Urban said his sales staff doesn’t earn a traditional commission based on the price of whatever they sell (which could, in effect, lead an over eager salesman to try and up-sell a customer). Instead, they get a flat commission based on the model. If it’s a travel trailer, they might get $500 for each one sold, regardless of price. If it’s a fifth-wheel trailer, they might get $600 each.

Urban said in a phone interview that it encourages his staff to properly match a customer with the vehicle they’d fit best and he plans to bring that sales style to Riverside.

Urban has some interesting non-RV interests.

Little known in the United States as far as multi-millionaires go, despite residing in the relatively nearby neighbor to the north, Urban has been labeled the Mark Cuban of Canada (not just because their names rhyme) for his other business pursuits.

One includes a pro lacrosse team called Rush with a mascot named “Slush”.

Another is real estate development.

And behind all the business roles is a Horatio Alger tale of sorts.