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Cycle shop could motor into old retail store in West Allis

Dealership works with city on acceptable plan

The former Wayside Furniture store, 11422 W. Greenfield Ave., could become the new home of a high-end motorcycle dealer, Moto Union.

The former Wayside Furniture store, 11422 W. Greenfield Ave., could become the new home of a high-end motorcycle dealer, Moto Union.

Dec. 10, 2013

West Allis — You can already buy a Mercedes-Benz, a BMW and an Infinity in West Allis, and soon you might also be able to buy high-end Ducati and Augusta motorcycles.

Joe Meinerz is going through the West Allis approval process to bring his Moto Union Ducati/Augusta motorcycle dealership from Pewaukee, where he founded it in 2010, to West Allis at 11422 W. Greenfield Ave.

If approvals and remodeling of the retail building — a former outdoor furniture store — go well, Meinerz said he hopes to open in March.

Site and sales

"It's a wonderful area to be in," Meinerz said.

It's clean, has nice neighbors, is an easy location to get to and has a lot of traffic going by on Greenfield Avenue and nearby Highway 100, he said.

The building itself is about 60 percent larger than his current store.

All the motorcycles will sell for more than $10,000, with many in the range of $20,000, and some climbing to $23,000. The average customer makes $60,000 a year, Meinerz said.

The dealership also would sell used motorcycles.

"It's good to have a solid retail use within the building," said Steve Schaer, city planning and zoning manager. "And having high end would be good for Greenfield Avenue."

Cycling through issues

Schaer was optimistic that Meinerz could successfully address neighborhood concerns, noting that the owner has been very cooperative.

At a public hearing last week, residents worried about test drives through residential streets behind the proposed dealership, about open garage bay doors in the summer becoming a noise nuisance for nearby homes and about delivery trucks in an alley where children play.

The test drives will use only Greenfield Avenue, Highway 100 and major corridors, said John Stibal, development director. A dealership employee would lead potential customers taking test rides to be sure they stay on the route, Meinerz said.

Meinerz has also proposed a landscaping island that would channel traffic toward 115th Street where they would go left toward Greenfield Avenue, Schaer said.

Keeping garage doors closed will be written into the special-use permit that the business cannot violate or it will lose the privilege of doing business there, Stibal said.

Finally, Meinerz has offered to make all deliveries from Greenfield Avenue, Schaer said.

The Plan Commission was to review the plan Wednesday, and the Common Council vote will come soon after.

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