A red, white and blue theme is carried throughout the showroom at Holiday RV Superstore Inc.’s (HRVSS) new Recreation USA dealership in Spartanburg, S.C.

The 31,000-square foot store, which opened in March, is a prototype for others in the Recreation USA chain that is growing through acquisitions by HRVSS, according to President Ronald G. Huneycutt.

Publicly owned retailer HRVSS, based in Orlando, Fla., emerged last year as a roll-up company after Miami financier Michael Riley purchased majority control from founders Newt and Joanne Kindlund. HRVSS changed its brand name to Recreation USA in December.

The Spartanburg dealership replaced another that previously operated nearby under the Holiday RV Superstore name. The new facility has 18 repair bays and sits on an 18-acre tract on I-26, a main thoroughfare up the Atlantic Coast.

The dealership features an expanded waiting area, Internet access for customers and an ATM machine.

“Clearly, increased service has been our goal all along,” Huneycutt said.

Huneycutt said the service center is equipped with three 27,000-pound lifts and a B&G (Bearings and Gears) machine that automatically removes and replaces transmission, steering, cooling, rear-differential and air-conditioning fluids, in addition to other high-tech equipment.

“Typically, our dealerships have treated service as a cost center,” Huneycutt said. “We are converting them into profit centers. We’ve expanded training and offered profits and incentives to our technical people and service writers to increase emphasis on service. We plan to add a point or point and a half to the bottom line by focusing on service.”

The Recreation USA name and motif is expected to appear at HRVSS’s 14 dealerships in South Carolina, Florida, New Mexico, California, Virginia and West Virginia within the next year and gradually will be phased in to other dealerships as they are acquired.

“Typically, the Recreation USA name will appear in the nine- to 12-month range,” Huneycutt said. “There is goodwill in the names of the dealers that we are acquiring. We don’t want to give that away right away.”