Enthusiasts flock to Daytona Beach for spring break, NASCAR, and two annual motorcycle rallies. Biketoberfest is a four-day event held in October, and Bike Week is the first of March. I have been attending both events for the past eight years and have been lucky enough to be a part of Shelly Rossmeyer Pepe’s retail area for both of the events each year.

Shelly and I take a break from the rally action to enjoy some sushi one evening.

Shelly is the daughter of Bruce Rossmeyer, owner of Destination Harley-Davidson in nearby Ormond Beach, and numerous other Harley dealerships. Bruce passed away suddenly and tragically in a motorcycle accident on his way to Sturgis this past summer. He was riding with a group of his buddies when the fatal event occurred. It was shocking news that still seems surreal to those who knew him. Shelly has been a friend of mine for more than 15 years, and was her dad’s right hand woman in the motorcycle empire he built which included 13 dealerships.

I got to spend some quiet time with Shelly my first night in town. It is our tradition, just the two of us, to stay at her condo in Daytona Shores and talk ourselves to sleep catching up. Shelly shared with me the events after the news of her dad’s accident, from travelling to the accident site in Wyoming to the services in Daytona. Shelly and her family are just trying to keep the wheels turning while dealing with grief and loneliness of missing Bruce. Rally season personifies just how much she misses her dad --they were in constant touch always, but even more so during events.

The sign that greets visitors on the main drag in Daytona.

I missed seeing Bruce in his lifted golf cart cruising the grounds at Destination Daytona, and holding court at Saints and Sinners bar over a nice Crown Royal. Destination Daytona was a vision of Bruce’s several years ago, and now it is a featured stop for anyone traveling in mid Florida. The major draw at Destination Daytona is the 109,000 square foot Harley-Davidson dealership, the largest Harley dealership in the country. It sits on a 15 acre spread that includes a hotel, R.V. Park, shops, condos, concert pavilion, food court, bars, and restaurants. In the land of theme parks -- it is Disney World for motorcycle enthusiasts. I feel so lucky to have my Team Diva Boutique located there during the two annual events, capturing all the great traffic it attracts.

My Team Diva sign with a photo of my two motorcycles. Nothing like having them there in person though.

The H-D dealership selection of Harley Motorclothes and accessories is astounding, as well as the huge showroom of endless rows of motorcycles. The service area has a glass wall that allows riders to watch a mechanic work on his or her bike. There is also a large lounge area with a café where customers can wait for their motorcycle, or use to just hang with friends.

This year Team Diva was located in the gift shop in the hotel along the food court across from the main dealership. I had a great set-up with my custom made headwear and bandanas, and my beater T-shirts with funny sayings. “PMS, Pass My Shotgun” was a winner this time, as well all the bling accessories I create and sell. I also had a display of my new tattoo inspired wall art.

Customers in my Team Diva boutique.

Perhaps some of you have seen my Diva Glide, my customized Road Glide. It’s always the biggest attraction as I travel, but since I had to fly to Florida from Arizona (as opposed to riding), I had to settle for having big posters of my bikes on display. Someday I will ride there; I want to travel those southern states and let all see the Diva Glide! It would be the ultimate calling card and show attraction.

Daytona is the land of custom motorcycles. Riders rev up their bikes and cruise down Main Street, along the beach on A1A, past The Broken Spoke, and along Beach Street. One of my customers had a new custom bike built by Roger Bourget. The paint job was astounding! I loved seeing how proud the owner was of her bike. She actually had a manicure and tattoo that matched the bike. Creativity at its finest!

Talk about going to extremes! Love the matching manicure.

Closer shot of the matching manicure. Gotta love it!

And here's the woman with the matching manicure. I was so caught up getting photos of her nails, I forgot to get her name. Oops!

The ultimate in custom bike shows in Daytona, the Rat’s Hole, had its exhibition in the huge Destination Daytona pavilion. Lots of amazing machinery -- from an outrageous Hayabusa to a badass trike to a rat rod truck that looked to be powered by Jagermeister.

The rat rod in the Rat's Hole.

A radical Suzuki Hayabusa.

Speaking of Jagermeister, no event is complete without the official Jagermeister cheerleaders getting the crowd riled up. More shots please!

A Jagermeister sandwich!

Dining or should I say “eating” is always a blast at these events, and there is no better place to get a fix than with the Weiner Specialist, an assortment of hot dogs anyway you like ‘em. Wash ‘em down over at little Annie’s Beer Tub run by Bruce Rossmeyer’s granddaughter Annie. Her “College Fund” tip jar was right there on the counter filling up as the day went on into evening. In years past, Bruce could be found riding around the vendor area in that golf cart visiting with customers. He used to stop by Annie’s Beer Tub rousing customers to contribute to his granddaughter’s college fund, and teasing her about selling more beer!

The Weiner Specialist -- I'm sure you figured that out.

Annie's Beer Tub operated by Bruce Rossmeyer's granddaughter Annie.

Biketoberfest is smaller than Bike Week in terms of attendance and scope, but it is well attended by people from the southeast part of the country. Lots of customers come for the day from Orlando and surrounding areas. The locals also turn out just to shop and check out the scene. Through the years I have built up a wonderful group of Divas who always check in with me to see my latest offerings. Their men always comment about how I am the first stop on their tour of the event. Mucho thanks for making me feel so welcome!

Posing with some of my Diva customers.

Cute little doggie!

I love attending these rallies. It gives me an excuse to spend time with my dear friend and motorcycle mentor Shelly. She was born and raised in the world of motorcycles. Her ability and experience on motorcycles is impressive. She can skillfully ride anything from a 58-degree chopper to race bikes on the track.

Shelly and me in my Team Diva boutique.

Shelly and I met in Aspen, Colorado, many years ago while she was working at the Harley-Davidson satellite store there that her dad once owned. I was working for Sport Obermeyer based in Aspen. Once we met, we knew we would be friends forever. As time passed, Shelly learned all aspects of the motorcycle business, from finance to actually selling the motorcycles. She also ran the Arlen Ness store right next to the Destination Daytona. Her dedication to her dad, and following his examples in business has led her to become one of the most respected people in the motorcycle business. And her influence on me is huge. I started my own company with motorcycle customers as my main base, and eventually stepped off the Sport Obermeyer part of my life to pursue my own Team Diva.

Shelly, her mom Sandy, brother Will, sisters Mandy, Wendy, and Randy, are all working hard to keep the empire running as business as usual -- that is, as much as it can without its patriarch. They say it’s what Bruce would have wanted.

Posing with Shelly and her brother Will.

Mandy told me that it’s still so strange and sad that her dad is gone. She said she keeps thinking any minute her dad will be calling her on the phone. His picture is everywhere -- in the ads in magazines as well as freeway billboards.

Shelly, the family member designated to take on many of Bruce’s responsibilities, is set up in her dad’s office, sitting at the conference table. Bruce’s chair is empty behind his massive desk as he left it before Sturgis. It’s all too fresh that he is gone.

Shelly hard at work at the conference table in her dad's office.

Bruce was a self made man and filled the room with his larger than life presence. I still felt his presence when I stepped into his large and illustrious office. The walls are filled with photos and awards of a life well lived. Many know him for all his philanthropic efforts with the Boggy Creek Camp, and the Boys and Girls Clubs. I can still hear him saying, “It’s for the kids!” while getting his buddies to bid higher for items at the auctions.

Me with Arlen and Cory Ness, and Bruce during Daytona Bike Week 2008.

I couldn’t get over all the photos of Bruce with celebs, sports personalities, motorcycle personalities, and even presidents of the United States. There were photos of him with team members of the Miami Heat, and thinking back to the last playoffs, he was courtside never missing a game. Most of all, the many photos of his dear family are everywhere.

Shelly and I shared lots of tears, but we know Bruce would not want us to be sad for long; he would want us to get to work! Leaving his office, Shelly and I met sister Mandy and her daughter Annie in the two-bedroom luxury penthouse suite in the complex. We poured a glass of Platinum Patron tequila and made a toast in Bruce’s honor.

Toasts are part of this illustrious family. Shelly told me when the family met at the site of Bruce’s accident in Wyoming, they all made a salute to Bruce while each raising a shot of Crown Royal, his favorite whiskey.

Shelly, along with her husband, Dean, and the rest of the family will make the huge and important decisions along the way. Bruce had many other business endeavors besides the Harley-Davidson empire. Shelly plans to lean on many of the qualified staff to help keep the dynamic progress moving forward.

Brother Will is stepping into the philanthropic end of things assuming the many board positions her father held. Bruce was very charitable always giving back when he could.

Shelly told me her mom is so sad and really misses her husband, but coping very well. Sandy was Bruce’s sounding board and confidant all these years. Shelly said she and her siblings were impressed with how much their mother knows about the business, and are thankful she is a part of the major decisions. Shelly and I discussed how important it is to see her mom more often than she usually does, if nothing else just to keep the noise level around her mom as crazy and loud as it was when Bruce was in the room. Distractions are a good thing for her nowadays. Shelly are Sandy are extremely close; Shelly loves her mother dearly -- as do all the kids and grandkids.

As I reflect back on this past Biketoberfest, I know there will never be another one like it. The memories of I have of Bruce are all too fresh. I’ll never forget the early days when I first met him, hanging out at The Shack on Main Street with him and Shelly, he sharing his dream of building a mega Harley-Davidson anchor complex, one that includes a place to shop for a bike, get it serviced, eat a meal, have a drink and even stay for the night. And here I am, in that complex known as Destination Daytona.

Bruce Rossmeyer.

Shelly and her family will carry on the legacy Bruce developed, but a man who fills the room with his very presence will be sorely missed. It was his love of motorcycle riding that put him where he was that day on the highway in Wyoming, and took him way too soon. May he rest in peace and never be forgotten.

You can follow Diva Amy on Facebook under her name Amy Skaling.