Iconic Harley-Davidson Dealer Philip Peterson Has Died

phil-peterson2phil-peterson1He was during the last 60 years a biker icon of Florida where everybody riding a Harley knew him, the owner of several Harley-Davidson dealerships, famous for his philanthropic works and for creating the huge attendance Key West Poker Run. He died at his Miami home on September 25 at the age 91. A memorial Mass is being held today October 2nd at 10 a.m. at St. Rose of Lima Church, 415 NE 105th St., Miami Shores. A celebration of life and memorial ride is planned later in October and will be announced at Peterson Harley-Davidson.

Peterson, born in Green Bay, Wisconsin, on Feb. 24, 1924. Phil Peterson opened his first Harley-Davidson store in Key West in 1954. He grew his Harley dealerships to main locations in Cutler Bay and Miami Gardens, as well as shops that sell Harley clothing and gear at Bayside Marketplace in downtown Miami, Dolphin Mall in West Miami Dade and the original Key West outlet. He will be remembered for his long list of philanthropic activities. Among others, the Phil Peterson Key West Poker Run created 40 years ago and still running to benefit the Diabetes Research Institute, and the “Motorcycle Mardi Gras” He did not swear and he had no tattoos. His trade mark was a white straw hat when not in his motorcycle helmet.

9 Responses to “Iconic Harley-Davidson Dealer Philip Peterson Has Died”


  1. 1 RUB Oct 2nd, 2015 at 8:35 am

    Heck of a nice guy , the KW poker run is a must for all riders . RIP Mr. Peterson .

  2. 2 marcus Oct 2nd, 2015 at 11:05 am

    Condolences to his family. The north dealership with the iconic art deco design is one of my favorite stop overs in S. Fla.

  3. 3 Myk L. Oct 2nd, 2015 at 11:47 am

    Bought my only new HD (2008 Crossbones) from Peterson’s South Store in 2008. I met Phil twice while admiring his KR racer and 45 sidecar hauler at the store and talked about his old race days. He was a class act. Sorry to see him go.

  4. 4 rags Oct 4th, 2015 at 7:39 am

    rip philip

  5. 5 BOSS HAWG Oct 4th, 2015 at 10:50 pm

    Phil was a GREAT Guy and did many things to better the industry! He will be missed by all. RIP and all the best to the family and loved ones.

    Boss Hawg

  6. 6 Batterycap Oct 5th, 2015 at 10:51 am

    I have a 93 90th anniversary flhtc that has on its oil cap his logo from his dealership in Miami. I have had it 6 or 7 years after driving down to buy it. Seeing this cap, I knew it was not replaceable and was glad to leave it on.

    Condolences to his loved ones. I hope there are others right behind him that can do as much as he did at making this world a better place to live.

  7. 7 Capt. Al Oct 5th, 2015 at 11:02 am

    That is exactly it! CLASS ACT No BS, straight Shooting. PROBABLY one of the last 10 HD Dealerships that really and truly believe in what Harley Davidson stands for and what their Owners are about. Real Motorcycling Riding and living with the Worlds greatest Motorcycle Manufacturer. My father in Law was this kind of Guy also. I say that because of His Principles, ethics and fairness. A great example of Mr. Petersons way of doing Business: We all remember in the late 80’s and 90’s and the early 2001 -2003 when all the Other Dealers(?) were Robing the Clients on a PREMIUM on every single Bike you bought. Mr. Peterson had you on a List and you purchased $700 in Accessories for your new Bike when it came in to his Dealership. All the other Guniffs were getting up to $5,000 over MSR. Not all the good old days were the Old Days!

  8. 8 Dominique MARIAULLE Oct 5th, 2015 at 1:13 pm

    RIP Mr PETERSON, you kindly welcomed our family coming from France in 1998, and you spend part of your time to offer us your dealership tour, including your own office full of souvenir of a motorcycle passionate man. Thanks a lot. Dom which never forgot you.

  9. 9 Blackmax Oct 5th, 2015 at 5:54 pm

    Condolences to the Family ..
    Ride Easy & Ride Free !!!

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Cyril Huze