As one of the nation’s largest dealerships, Four Rivers Harley-Davidson in Paducah, Kentucky, is set to become Bourbon Barrel Harley-Davidson following Eddy Soberon and Eric Sternberg sale to Steven Towers. The dealership is a hot commodity having earned 15 Bar & Shield Awards from The Motor Company in recognition of its outstanding commitment to its customers, employees and the Harley-Davidson brand.
Back in 2017, Performance Brokerage Services represented the sale of Four Rivers Harley-Davidson to Soberon and Sternberg and after 9 years of ownership, Eddy and Eric returned to Performance Brokerage Services to advise on the transaction. “My business partner Eric and I have had the privilege of working with George Chaconas of Performance Brokerage Services for nearly 20 years,” says Soberon. Chaconas also helped them to acquire Tifton Harley-Davidson in Tifton, Georgia, at the same time as the Four Rivers deal went down.
“When it came time to sell Four Rivers Harley-Davidson, we exclusively engaged George Chaconas, Juan Pardo, and the team at Performance Brokerage Services to represent us. They navigated us through a very complex transaction. The buyer, Steven Towers, was a pleasure to work with, and Juan’s longstanding relationship with him helped facilitate a successful closing. We highly recommend George Chaconas, Juan Pardo, and the team at Performance Brokerage Services to anyone buying or selling a Harley-Davidson or Powersports dealership. Their experience, professionalism, relationships, and industry knowledge make them trusted advisors in the buy/sell market.”
Following the closing, Chaconas commented, “It was an honor and a privilege to exclusively represent Eric Sternberg and Eddy Soberon in the sale of Four Rivers Harley, to Steven Towers. This marks our 7th buy/sell transaction with Steven, who has entrusted my partner, Juan Pardo, to represent him in each of his acquisitions. I am very proud and want to thank Juan Pardo, Morgan Ross, and the entire Performance Brokerage Services team for their professionalism, industry expertise, dedication, and support. I would also like to recognize Harley-Davidson Motor Company and Harley-Davidson Financial Services for their partnership and assistance in bringing this transaction to a successful close.”
Steven Towers shared, “Sometimes life comes full circle, as one of the first Harley-Davidson motorcycles I ever bought was at Four Rivers Harley-Davidson in Paducah, Kentucky. Since that time, I have not only become a 6-rooftop Harley-Davidson dealer but have now been able to acquire that same dealership, Four Rivers Harley-Davison, as my 7th dealership. I continue to be passionate and bullish about Harley-Davidson, and I am excited to make this dealership my flagship store which will be now named, Towers’ Bourbon Barrel Harley-Davidson. I want to thank my broker, Juan Pardo of Performance Brokerage Services, and my attorney, Logan Parker from Bass Sox Mercer, who helped make this deal happen!”
With more than a decade of automotive retail experience and a lifelong passion for the Harley-Davidson brand, Towers joined the dealer body in 2023 with the acquisition of Boneyard Harley-Davidson in Winterville, North Carolina. He continued to expand his portfolio, adding Frontier Harley-Davidson in Lincoln, Nebraska, in 2024 and Historic Harley-Davidson in Topeka, Kansas, in 2025 — with each transaction successfully facilitated by Performance Brokerage Services.
The acquisition of Four Rivers Harley-Davidson marks another milestone, bringing his portfolio to seven locations and establishing his first dealership in Kentucky. Four Rivers Harley-Davidson will be renamed Towers’ Bourbon Barrel Harley-Davidson and will remain at its current location.
