Zeigler Automotive Group President Aaron Zeigler has long dreamed of a destination where motorsports enthusiasts from all over the Midwest can convene, relax and talk shop.
“For a couple years now, I’ve had the idea of a place where our customers could go to experience our products and hang out with other like-minded individuals,” said Zeigler, the visionary behind the newly renamed Trak-Houz Bar & Grill in Comstock Township, Michigan, the latest addition to the auto group's Zeigler Motorsports division. “We have five motocross tracks out back that are open to the public, spots where people can go eat some food, have a drink and just hang out and have a good time."
Trak-Houz, a formal replacement of the dealership’s in-house restaurant, officially launched on Nov. 18 with a weeklong grand opening in which the eatery featured several local breweries and showcased its motorsports-themed menu. Zeigler says the 130-seat establishment boasts at least a dozen 45- to 70-inch flatscreen TVs, will open daily for lunch and dinner and host assorted events.
“We can easily get 200 to 300 people on a bike night where we’ll have a live band and just be a fun place for anyone who wants to hang out,” Zeigler said. “People are really excited about the uniqueness of what we’re offering them.”
Zeigler says the creativity even extends to the food entrees guests will be able to select from the daily menu.
“We feature a lot of specialty drinks and cool menu items geared toward the customer base,” he said. “For example, we’ve got an appetizer called Thunderflare, which are French fry scoops with blue cheese. Our burgers include the Triple Whip and the Chopper Deluxe, fun names like that.”
The decision to open Trak-Houz, Zeigler says, was all about making a sound business investment based on the ideals on which Zeigler Motorsports was founded.
“I thought it would fit in well with what we do with motorsports,” Zeigler said. “This is a need that I think customers will really enjoy. We want to be a place where enthusiasts can buy their products, play with them and then hang out with others who have those same urges.”
Zeigler Motorsports is part of Kalamazoo-based Zeigler Automotive Group, one of the largest automotive dealer groups in the country. With Zeigler serving as president, the family-owned business now boasts 26 locations and 73 franchises.