Dealership puts loyalty at the forefront with customers, employees
Located in the northwestern part of South Carolina, just outside of Greenville, Foothills Motorsports has been operating in the Upcountry since 1972, but took new ownership 23 years ago. How that new ownership came about was a little bit of a happenstance. Foothills Motorsports is located just outside of Greenville, South Carolina, and features more […]
Located in the northwestern part of South Carolina, just outside of Greenville, Foothills Motorsports has been operating in the Upcountry since 1972, but took new ownership 23 years ago. How that new ownership came about was a little bit of a happenstance.
Foothills Motorsports is located just outside of Greenville, South Carolina, and features more than 500 motorcycles, dirt bikes, PWCs ATVs and side-by-sides. (Photos: Foothills Motorsports)
Back in 2002, Foothills’ current owner, Steve Crowe, wasn’t in the powersports business. The former star basketball player at Presbyterian College in nearby Clinton, South Carolina, owned a Swagelok valve sales and service center.
Meanwhile, the previous owners of Foothills were getting out of the powersports business and looking to sell the dealership. On the other hand, Crowe’s son Eric — who is currently the sales manager at Foothills — was just getting into motocross, and he and his dad went to the dealership looking to buy a bike. What happened after that … well, let’s say Steve came out with a little more than a motocross bike.
“Eric was getting into motocross, and one thing led to another, and Steve ended up buying the business,” recalls Jamie Willis, general manager of Foothills. “You know what they say, if you’re getting into racing, you better love it and you better live it.” Now a proud owner of a powersports dealership — a truly unique experience for Steve — his first order of business was to hire someone in the industry. Willis, who at the time worked as a sales associate for a competing dealership across town, was offered the general manager position.
“Steve was looking to expand the business. The old owners were enthusiasts but weren’t trying to grow the dealership, and I gladly took the opportunity,” Willis says.
Foothills Motorsports features 25,000 square feet of showroom space and carries vehicles from a number of different OEMs, such as Polaris, Honda, Suzuki, and BRP.
Soon after Willis was aboard, Crowe wasted little time with his expansion and quickly relocated the dealership to its current location, which features 25,000 square feet of showroom space, with an additional 7,000 square feet for parts and services.
Now, 23 years later, Foothills is a full-service, multi-line powersports business. Its current inventory includes more than 500 motorcycles, dirt bikes, PWCs ATVs and side-by-sides, and features top brands such as CanAm, Honda, Yamaha, Suzuki, Kawasaki, Alta, Sea-Doo, Polaris, Husqvarna, and more.
Located in Piedmont, South Carolina, Foothills is near the Saluda River and surrounded by diverse waterways and off-road trails. Willis says that access to various environments allows the dealership to sell a variety of vehicles.
Inventory and sales
Jamie Willis has been the GM at Foothills Motorsports since 2002.
Overall, inventory has been moving steadily as of late. This year, Willis says he’s been seeing a slight uptick in the on-road and side-by-side segments. And while ATV sales have been slightly down, personal watercraft sales have remained flush.
Willis gives partial credit to OEMs such as BRP and Polaris for their aggressive promotions to help inventory move along at a good pace. Both Polaris and BRP have been leaning into finance incentives this spring to get ahead of the selling season. But despite the dealership plugging away on major unit sales, Willis admits sales have come back to pre−2020 levels.
“Let’s face it, this isn’t Covid times. There was a panic-purchase atmosphere during the pandemic, and demand was at an all-time high. Now is more the norm,” he says. “Right now, we’re sitting on around a three- to six-month supply of most products. Inventory is not an issue, but OEMs are still trying to adjust to the new, post-Covid demand.”
And as the powersports business has been in a minor slump over the last couple of years, Willis says Foothills is still in a good financial state.
“It’s not doom and gloom over here. We aren’t cutting off the lights anytime soon,” he says.
“And that’s a great testament to Foothills and our very friendly atmosphere. We have 23 employees, and very little turnover. We have a lot of repeat business, and our family atmosphere and win-win attitude is what sets us apart.”
F&I and tech
Other than major unit sales, Foothills says it has relied on its finance and insurance services to help keep business in the black. The dealership aims to capitalize on the complete customer ownership experience.
To retain repeat business, Foothills focuses on not just the sale of the unit, but prepaid maintenance and protection packages that focus on the lifecycle of the customer. Outside of financing, customers can also add parts and accessories, an extended service plan, and everything else you need to complete the full-ownership experience.
“Between the financing and protection service, customers are typically leaving here with a plan,” says Harrison Herron, finance manager.
“We try to make the purchases a super smooth, transparent, and simple process where customers don’t feel the burden like they do when buying a car.”
Herron says the dealership recently implemented a software platform, Revvable, to help the purchasing process be more efficient and elevate customer experience.
He explains how the entire Foothills team uses technology to help the customer throughout the buying process. The sales team utilizes prequalification tools via QR codes on the back of their business cards so customers can quickly access secure digital credit applications. Technicians, each armed with their laptop, can communicate both throughout the dealership and outside it with different manufacturers.
“We are just following the tech curve, and it’s been a huge help,” Herron adds.
Marketing and community
On the marketing side of things, Foothills primarily uses social media to promote new products and special offers. The dealership currently has more than 8,000 followers between its Facebook and Instagram pages, and the sales team posts walk-through videos on YouTube to showcase inventory, with its 115 videos having garnered more than 225,000 views.
“We try to utilize our following on social media to cast the widest net possible,” Herron says. “We really pride ourselves on follow-up calls and encourage engagement for customer reviews.”
Foothills also takes pride in its community outreach throughout Anderson County. It has donated units to local schools and collaborates with Make-A-Wish Foundation to grant wishes to children with life-threatening illnesses, holding events and organizing rides. The dealership also works closely with Anderson Area YMCA, an organization Willis says played a huge role in the owner Steve Crowe’s life growing up, and “was a great mentor to (Steve), and is something that is still near and dear to his heart.”
Foothills also works closely with Inspire Abilities of Anderson County, a local nonprofit that provides a support system for Above: Foothills Motorsports is a full-service, multi-line powersports business based in South Carolina. Below: Foothills carries a massive inventory of over 500 new and pre-owned vehicles that includes everything from Can-Am and Kawasaki, to Polaris and Suzuki. those with a diagnosis of intellectual disability, related disability, autism spectrum disorder, and head and or spinal cord injuries. The dealership employs one of Inspire Abilities’ clients. “She puts a smile on the face of everyone who walks through the door,” Willis says.
As for what’s next for Foothills Motorsports, Willis says, at the moment, he and his team have hit a sweet spot and are remaining focused on the dealership’s day-to-day but will remain business savvy.
“We’re pretty comfortable where we are. (That might change) if an opportunity arrives for us to remain competitive, but we feel we’re pretty in tune right now — just trying to be as proactive as possible and not reactive,” Willis says.
DRAG & DRIFT: Weekend motorsports action in Richmond County
Staff Report ROCKINGHAM — The sounds of screeching tires and roaring engines will be heard on both sides of U.S. 1 this weekend with events at both Rockingham Dragway and Rockingham Speedway. Dig or Die returns to the dragway for overnight no-prep action, with drivers lining up on the back side of the track and […]
ROCKINGHAM — The sounds of screeching tires and roaring engines will be heard on both sides of U.S. 1 this weekend with events at both Rockingham Dragway and Rockingham Speedway.
Dig or Die returns to the dragway for overnight no-prep action, with drivers lining up on the back side of the track and racing toward the tower.
No-prep racing is a throwback to drag racing’s roots in the ‘50s and ‘60s with “no special attention given to the racing surface,” according to a 2022 press release from the track.
Local business Full Custom Fabrication and Performance is hosting a racer appreciation party Thursday night, including limo rides for the drivers from and back to the track.
Racing starts at 7 p.m. both Friday and Saturday.
Dig or Die has one more event this season, Christmas Clash 6, scheduled for Dec. 5-6, which is the last race on the dragway’s schedule for the year.
RO file photo
Earlier this week, Rockingham Dragway announced a new policy in response to the theft of electric scooters at recent events.
Spectators will be:
asked to show scooters on gate entry to staff
asked to sign a form next to their name with scooter count.
asked to take pictures of their scooter(s) on entry for record.
responsible for their property, but the track will assist in gate management of scooter charged $5 per scooter on entry until further notice
Every vehicle and trailer exiting the gate will be checked and if the scooter count doesn’t match, spectators will be referred to on-site deputies.
“We apologize for any delay on entry and exit that this will create but we cannot ignore the issue,” reads the post on the track’s Facebook page. “We are extremely disappointed to even have to address this in such an invasive manner.
“If this procedure proves to be ineffective, we will disallow all scooters at Rockingham Dragway. Please help us … prevent theft. We will not allow a few thieves to ruin our reputation and your visit. We want you, our customer, to feel protected and safe.”
RO file photo
DRIFT VIBES
MB Drift, which is celebrating its 20th anniversary this year, will be at the speedway for its Summer Matsuri.
The grassroots series started in 2005 as a safe and legal way for drivers to drift and ran for 15 years at Myrtle Beach Speedway. When that track closed down in late 2020, the series was moved to the Rock.
Organizers have designed nine layouts on the infield road course for the two-day event, including classics like the “Initiation,” the “Chute” and the No. 3-shaped “Dale Lane” —named in honor of the late Dale Earnhardt Sr. — as well as the new “Continental Drift” and an unrevealed “mystery layout.”
Like the Spring Matsuri and Halloween Havoc, the Summer Matsuri is a non-competitive event that gives drivers ample seat time and opportunities to hone their drifting skills, with night drifting on Saturday.
The event also includes drift games, a crazy shirt contest and music from the band Live Wire. Free ride-alongs are available for spectators 18 or older.
RO file photo
The track goes hot at 1 p.m. Saturday and 11 a.m. Sunday.
MB Drift still has two other events lined up for the 2025 season: the third and final round of competition Aug. 30-31; and Halloween Havoc Oct. 25-26.
For more information on these and other motorsports events, visit the websites or social media pages for Rockingham Dragway, Rockingham Speedway and MB Drift.
Keywords
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Camden Murphy Joins Nitro Motorsports for ARCA Menards Series Event at Dover Motor Speedway
Chris Knight Chris Knight has served as a senior staff writer and news editor for CATCHFENCE.com since 2001. In his 20-plus years with CATCHFENCE.com, he has covered NASCAR’s top three national series, often breaking news and providing exclusive at-track content, including in-depth race weekend coverage. He also offers insider coverage of the entire Motorsports platform, […]
Chris Knight has served as a senior staff writer and news editor for CATCHFENCE.com since 2001.
In his 20-plus years with CATCHFENCE.com, he has covered NASCAR’s top three national series, often breaking news and providing exclusive at-track content, including in-depth race weekend coverage. He also offers insider coverage of the entire Motorsports platform, including the ARCA Menards Series.
In 2022, Knight became co-owner of CATCHFENCE.com.
In addition to his active duties at CATCHFENCE.com and other Motorsports-related endeavors, he is also a frequent contributor to SiriusXM Satellite Radio NASCAR Channel 90. You can follow him on X (formerly Twitter) at @Knighter01 or on Instagram, Snapchat, or Threads at @TheKnighter01. He can be reached by email at [email protected].
Garage 66 Reveals Primary Sponsorship for Bilicki’s Brickyard 400 Run
Garage 66 will compete in the upcoming Brickyard 400 at the famed Indianapolis Motor Speedway with Josh Bilicki behind the wheel of the team’s Ford Mustang Dark Horse in the NASCAR Cup Series crown jewel event. On Thursday, Garage 66 revealed that Sherfick Companies, a central-Indiana-based commercial and residential construction company, will serve as the […]
Garage 66 will compete in the upcoming Brickyard 400 at the famed Indianapolis Motor Speedway with Josh Bilicki behind the wheel of the team’s Ford Mustang Dark Horse in the NASCAR Cup Series crown jewel event.
On Thursday, Garage 66 revealed that Sherfick Companies, a central-Indiana-based commercial and residential construction company, will serve as the primary sponsorship partner for the effort.
The No. 66 Sherfick Companies Ford Mustang that Josh Bilicki will drive in the 2025 Brickyard 400 at Indianapolis Motor Speedway. / Garage 66
Bilicki, who has earned four top-10 finishes in the NASCAR Xfinity Series ranks throughout a 119-race career, is amped to compete at the Brickyard as he is set to contest his fourth NASCAR Cup Series event of the 2025 season.
“I am excited to be back at the Brickyard with Sherfick Companies and Garage 66,”
said Bilicki. “Sherfick has been a great partner, and racing at Indianapolis is
always special. We’re looking to build on our momentum from Chicago and put
together another strong performance for the team and our partners.”
The 30-year-old racer has competed in the Brickyard 400 twice before (2019 and 2020), and has a career-best finish of 25th in the iconic event. Bilicki hopes to notch a career-best run at a track, where Garage 66 (formerly known as MBM Motorsports) secured its all-time best NASCAR Cup Series finish of 14th with Timmy Hill back in 2017.
For Sherfick Companies, it’s special to be partnered with the racer and Garage 66 for the marquee event.
“It’s an incredible honor to be a part of one of the most iconic races in the country,
right here in our backyard at the Indianapolis Motor Speedway. Partnering with Josh
Bilicki and the hardworking team at Garage 66 are a perfect alignment of passion, grit,
and commitment to excellence—values we live by at Sherfick Companies every day,” Michael Sherfick, the founder of Sherfick Companies, said. “We’re not just sponsoring a car, we’re showing up for our city,
our state, and a sport that brings people together. This is about pride, perseverance,
and racing toward what’s possible.”
The NASCAR Cup Series Brickyard 400 at Indianapolis Motor Speedway is set for Sunday, July 27, and will be televised on TNT Sports. The television coverage of the event will kick off at 2 PM ET. IMS Radio and SiriusXM NASCAR Radio will provide the radio broadcast of the event.
F1’s Anniversary Takes Over Rolex Monterey Motorsports Reunion
This August, the hills of Monterey will echo with the unmistakable scream of historic V12 engines as WeatherTech Raceway Laguna Seca hosts an unprecedented celebration for the 75th anniversary of Formula 1. The Rolex Monterey Motorsports Reunion, one of the most prestigious vintage racing events in the world, will become a full sensory immersion into […]
This August, the hills of Monterey will echo with the unmistakable scream of historic V12 engines as WeatherTech Raceway Laguna Seca hosts an unprecedented celebration for the 75th anniversary of Formula 1.
The Rolex Monterey Motorsports Reunion, one of the most prestigious vintage racing events in the world, will become a full sensory immersion into F1’s rich history.
From August 13-16, fans will have a rare opportunity to see, hear, and get up close with some of the most iconic machines that have ever graced the globe’s most famous circuits.
The on-track action promises to be a major highlight. A grid of 25 authentic F1 cars from the fan-favorite 1966-1985 non-turbo era will compete daily for the Mario Andretti Trophy.
This moving museum will bring legendary names like Tyrrell, Williams, Ferrari, Lotus, and Brabham back to life, allowing spectators to experience the raw power and glorious engine notes that defined a generation of Grand Prix racing.
Beyond the track, the event will feature an incredible exhibition of more than 30 rarely seen historic F1 cars, sourced from world-renowned museums and exclusive private collections. For many of these cars, it will be the first time they have ever been displayed together in one place.
The collection will span nearly the entire history of the sport, from a classic 1956 Maserati 250F and the iconic 1966 Eagle Mk1 to modern marvels like the 2024 World Constructors’ Championship-winning McLaren MCL38, as driven by Lando Norris.
“It will be a once-in-a-lifetime experience to see this jaw-dropping collection of cars and F1 history,” said Mel Harder, president of WeatherTech Raceway Laguna Seca. F1’s Chief Commercial Officer, Emily Prazer, also added, “This is a fitting commemoration of 75 incredible years of Formula 1.”
The Rolex Monterey Motorsports Reunion has always been a premier showcase for authentic race cars, but this year’s official F1 celebration promises something truly special. For motorsport fans, it will be a rare chance to walk through 75 years of technological evolution and witness the machines that created legends, all in one iconic American location.
LOCAL MOTORSPORTS: Lucas Oil Late Models thrill crowd at SCS | Sports
HARLAN – A beautiful race night on a very warm Tuesday in July. All I can say is Wow the ground pounding Lucas Oil Late Models and the Sorensen Equipment IMCA Late Models put on a unbelievable show. A huge crowd of patrons watched the action on the Hi Banks of SCS. And if you […]
HARLAN – A beautiful race night on a very warm Tuesday in July. All I can say is Wow the ground pounding Lucas Oil Late Models and the Sorensen Equipment IMCA Late Models put on a unbelievable show. A huge crowd of patrons watched the action on the Hi Banks of SCS. And if you were a lukewarm racing fan who attended, after tonight you are now converted into a hard-core fan.
Thirty-eight Lucas Oil Super Lates were checked in. As well as 26 Sorensen Equipment Late Models that provided a fun and fast evening of entertainment.
In The IMCA portion of the night three heats were on tap. And those winners were. Curtis Glover in the first heat, second heat Brandon Baker took the checkers, and Jesse Sobbing won the third heat. In the “B” Feature Zach Zeitner took the win over Drew Baker and Mike Collins. In the A feature, back in action was Jack Hearty who came from the fourth starting spot and looked good winning since his early season accident. A charging Nick Deal finished in second place; Jake Bridge finished in the third spot fourth to Micah Brown and Sam Halstead from Mt. Pleasant finished in the fifth spot. Congratulations to Jack on the win and happy you are back in action.
Then in the Lucas Oil Super Late Models. Group A qualifying, Hudson O’Neal had quick time ar 13.400 and in Group B it was Johnathan Davenport with a time of 13.494. In heat race action number one Garrett Alberson captured the win. In the second heat Blair Nothdurft was the winner, 2rd heat was taken by Jonathan Davenport and in the fourth heat Dennis Erb Jr. was the winner. Then their were 2 B features to round out the A Feature lineup. Ethan Dotson picked up the first B main. In the second B Derrick Stewart was the winner. In the 53 Lap Kosiski 53. With $25,053 on the line action was hot and heavy and kept the fans on the edge of their seats. After taking the green Jonathan Davenport took the early lead and looked like he had it all but won. But 53 laps is a long race. But as things progressed in turned in to a back-and-forth exchange of the lead between Davenport Ricky Thornton Jr. Brandon Sheppard and Bobby Peirce. Soon Davenport faded and Peirce and Thorton were dualling with Sheppard closing in. Peirce ended up putting the $25,053 first place money in his pocket with Brandon Sheppard getting second place, Ricky Thornton Jr. in third Hudson O’Neal finished in fourth and Davenport ended up in fifth place. What a show! Wow!
This weekend is MAHLE night at SCS and we are having our Guns n Hoses event at intermission. In support of the First Responders Foundation. We may have a pony tail cut if enough donated to the First Responders Foundation. The goal is $5800 to see Josh Minnehan lose his pony tail. Be in Harlan this Saturday, July 19.
P1 Research & Development Park Rebrands as P1 Commerce Park
P1 Motor Club has announced the renaming of its P1 Research & Development Park to P1 Commerce Park. The change reflects the significant interest and commitment from the high-caliber motorsports businesses choosing to locate within the facility, company officials stated in a press release. Driven by strong demand, the development of the P1 Commerce Park […]
P1 Motor Club has announced the renaming of its P1 Research & Development Park to P1 Commerce Park. The change reflects the significant interest and commitment from the high-caliber motorsports businesses choosing to locate within the facility, company officials stated in a press release.
Driven by strong demand, the development of the P1 Commerce Park was accelerated from its originally planned later phase. Currently, half of the 400,000 square feet of available space has been reserved by some of the most successful race teams and prominent prep shops in the motorsports industry, including ANZE Suspension, Extreme Velocity Motorsports, HP-Tech Motorsport, Ibiza Farm Motorsports, P2R Power Rev Racing, Primal Racing, RaySport US, and Turner Motorsport.
“The swift and significant interest in the P1 Commerce Park truly underscores the unique vision we have for this development and the value proposition of the location,” said P1 Motor Club founding partner Al Guibord, who has been central to engaging with interested businesses. “By creating an exclusive ecosystem focused solely on motorsports-related companies, right next door to our world-class 4.5-mile P1 Circuit, we are building something truly one-of-a-kind. I am particularly excited about the phenomenal group of prep shops that have chosen to join us, as they will provide invaluable support and service to our P1 members, enhancing their overall motorsports experience.”
Extreme Velocity Motorsports Will Reserve Half Its Space for Visiting Race Teams & Future Residents
Extreme Velocity Motorsports (EVM), a race team and driver development program currently based in West Palm Beach, is a key new tenant. EVM plans to relocate the vast majority of its operations to a 60,000-square-foot building in P1 Commerce Park upon its 2026 opening, while maintaining a presence in West Palm Beach to serve existing clients and new members from the south, according to co-owner Derek Granison.
“For Extreme Velocity Motorsports, the vision of P1 Commerce Park was a dream realized from the very first mention, and our commitment to the project has only deepened as it has evolved,” said Granison. “We see P1 Motor Club as a cornerstone of one of the Southeast’s most anticipated motor clubs, and we intend to serve as the ‘gateway’ to P1 Motor Club for new memberships.
“We recognize the industry’s capacity to quickly foster a family-like atmosphere, and we’re very enthusiastic about becoming neighbors with both long-standing collaborators and new teams that will move into the P1 Commerce Park in the future. EVM is poised to support that growth by allocating half of its space within the P1 Commerce Park for temporary use by visiting race teams and future residents of the P1 community.”
The P1 Commerce Park offers businesses direct access to P1 Motor Club’s track and facilities, a built-in customer base of motorsports enthusiasts, convenient access to major transportation routes in Florida, flexible space options for purchase or lease and modern infrastructure, noted the release.
