MuskegoNow.com writer Frank Burke reports that a Wisconsin dealer has opened his brand new expanded facility, part modern tire shop and part throwback to another era.
In the 10 years since he established Muskego Tire & Auto, the affiliated Firestone dealership in Muskego, Wis., Keith Hammitt has had a dream: to share his love of America’s automotive heritage with the local community and the public.
As his business expanded beyond the capacity of the original dealership and the community announced plans to widen the road at that location, he saw the opportunity to make his dream come true. Now, thanks to Hammitt, his wife, Val, and Briohn Building Corp., the dream is a reality in the form of what might be called the first “destination” tire dealership.
Designed to suggest the architecture of automobile-related structures from the early 1920s through the 1950s, the 9,350-square-foot building is faced with an insulated structural concrete masonry designed to resemble cream city brick – a traditional local building material. Other exterior details include a corner “tower,” lighted exterior canopies, gooseneck bell lamps and period streetlights.
The building is a result of a collaboration between Hammitt and Briohn Building Corp., which is responsible for refining the design and constructing the facility. Hammitt states, “I considered four separate companies, but when Briohn president Bob Goehner showed up driving a muscle car, I knew we spoke the same language.”
Hammitt had been working on the design for years and spent many hours visiting dealerships – even on vacation. “My wife was very understanding. Even when we were in Hawaii, I disappeared for several hours to look at the facilities and get ideas,” says Hammitt.
Bob Goehner was impressed by Hammitt’s depth of understanding. “When we sat down to do the original layout, it became immediately clear that Keith was looking for something nostalgic that would convey a warm ambiance and encourage customers to spend time looking around. The entire project shows a tremendous attention to detail. For instance, we varied the height of the rooflines so as to create a more interesting look.
“His was the first new structure to be erected along Janesville Road – the main commercial thoroughfare – since the plan to widen it was announced. He wanted to set a standard for the other buildings that will follow, and I think he really achieved that. We had excellent cooperation from all of the city and county authorities that we worked with, and the result is really impressive.”
A lifelong mechanic, Hammitt is especially sensitive to the creature comforts of his own workers and to promoting greater efficiency. The service area includes eight bays – three more than the previous building. The shop floor is heated by an energy-efficient hydronic heating system that keeps the shop warm even in the cold Wisconsin winters.
“Thanks to the insulated windows and bricks, we were able to stay true to the design concept and make the best use of natural light. The landscaping and the layout of the parking area also maximizes the use of green space. In fact, I would say that the building demonstrates that you can enjoy the look of the past and, at the same time, create an efficient and environmentally friendly structure.”
To shorten waiting times for customers and improve inventory control, Hammitt specified an in-shop storage facility capable of handling a wide selection of tires. Hammitt states, “Car manufacturers are always changing wheel widths, and today, there’s a large selection of custom wheels available in the aftermarket. Thanks to our selection, we can handle most anything and do it right away.”
Hammitt comments, “When it comes to cars, there’s no such thing as a generation gap. The variety of styles and colors is infinite, and they can be appreciated by young and old, male and female. It’s a heritage that we’re happy to share with everyone. If you’re in the area, please stop in – whether or not you need tires.”
