forbes.com
Dream Rides: A Custom Motorcycle Shop Built on Family and Passion
Award-winning custom motorcycle builder John Jessup's Dream Rides, based in Maryville, Tennessee, is thriving, fueled by family involvement and a commitment to customer satisfaction, focusing on American big twin performance and hosting major motorcycle events.
- What is the main reason for Dream Rides' success and expansion?
- Dream Rides' success stems from a combination of factors: John Jessup's award-winning custom motorcycle building skills, a strong family-oriented business model involving his immediate family in various roles, and active engagement in the motorcycle community through event hosting and participation.
- How does Dream Rides incorporate family and community into its business model?
- Jessup's family is deeply involved in the business; his wife, children, brother, and other relatives are all riders and participate in different aspects of the shop's operations. This family involvement extends to community engagement through hosting major motorcycle events and fostering a welcoming culture within the motorcycle community.
- What are the future prospects for Dream Rides, considering current trends and the owner's plans?
- Dream Rides plans to expand its business by developing a new parts line in collaboration with Jessup's daughter, who is studying machining and CNC programming. The shop also aims to attract more women riders, recognizing the substantial growth potential in this segment of the market.
Cognitive Concepts
Framing Bias
The article presents a positive and celebratory framing of Dream Rides and John Jessup, focusing on their success and positive impact on the motorcycle community. The headline itself, "Custom Motorcycle Building Near Dream Routes," subtly emphasizes the geographic location and implies a connection between the shop's location and its appeal. This framing might overshadow potential criticisms or challenges faced by the business. The repeated emphasis on awards and family involvement creates a heartwarming narrative that could influence reader perception positively, potentially downplaying any potential negative aspects of the business or its practices. The inclusion of quotes from Jessup, such as "If you've ever been to East Tennessee, it is beautiful," contributes to the positive and enthusiastic tone, further reinforcing the overall framing.
Language Bias
The language used is largely positive and celebratory, employing terms like "world-renowned," "award-winning," and "phenomenal." While these are descriptive, they could be considered loaded language as they carry strong positive connotations and might not reflect a completely neutral perspective. For example, instead of "world-renowned," a more neutral description could be "highly regarded." Similarly, "phenomenal" could be replaced with "excellent" or "exceptional." The consistent use of superlatives and enthusiastic descriptions contributes to a biased tone, potentially creating an overly favorable impression of Dream Rides.
Bias by Omission
The article focuses heavily on the positive aspects of Dream Rides and omits potential negative information. There is no mention of any challenges the business might have faced, such as competition, financial difficulties, or negative customer experiences. The lack of information on pricing and the specific services offered also limits the reader's ability to make a fully informed decision about using the shop. Additionally, the article doesn't address potential environmental impacts of custom motorcycle building or the shop's sustainability practices. While some omissions might be due to space constraints, the absence of any counterbalancing information could create a skewed perception.
False Dichotomy
The article doesn't present any explicit false dichotomies. However, the focus on the overwhelmingly positive aspects of Dream Rides and its owner implicitly creates a dichotomy between success and failure. By presenting only the triumphs and omitting potential setbacks, the article creates an unrealistic portrayal that may not reflect the complexities of running a business. This could lead readers to perceive that success in this field is easily attainable or that all aspects of the business are always positive.
Gender Bias
While the article mentions the growing number of women in motorcycling and highlights Jessup's daughter's involvement in the family business, it still lacks a balanced representation of women in the custom motorcycle industry. The statement, "Not enough," regarding the percentage of female customers, acknowledges the imbalance but doesn't delve into the underlying reasons or provide specific solutions. More detailed information on the measures Dream Rides is taking to attract and support female customers would create a more comprehensive and balanced perspective. Additionally, while Jessup's daughter's involvement is mentioned, more examples of women's roles in the company beyond just his daughter would provide a fuller picture.
Sustainable Development Goals
Dream Rides contributes to economic growth by creating jobs, fostering entrepreneurship, and promoting local tourism through motorcycle events. The business's success and expansion demonstrate positive economic impact, and the owner's commitment to training the next generation (his daughter) ensures continued growth. The shop's involvement in national motorcycle events further boosts related industries.