Brilliance Honda Plans Move to Former Viking Dodge Site

Brilliance Honda owner Kevin Keefe likely believes in the "power of dreams."

Not just because it's one of Honda's slogans, but also because Keefe has big dreams of moving all his automotive inventory into one place - one very contemporary and new place.

Keefe is in the process of purchasing the former Viking Dodge dealership site located at 680 W. Terra Cotta, just east of Route 14 in Crystal Lake.

Brilliance Honda currently sits on the east side of town at 210 N. Route 31, just south of Route 176.The four-acre site is not large enough for Keefe's inventory. Right now, he has cars stored in three separate lots located throughout the city, he said.

On Tuesday, the Crystal Lake City Council approved a sales tax incentive agreement with Keefe that will help fund the business owner's building and lot improvements at the now-empty Viking Dodge building.

The incentive is made possible through Crystal Lake's Enhanced Sales Tax Incentive Program, or E.S.T.I.P. Keefe  intends to buy the 13 of Viking's 26 acres for $2.2 million, and spend another $4.3 million on renovations.

The city's Planning and Zoning Commission on Wednesday night approved the Honda dealership's final planned unit development amendment that details the building improvements, site changes and signage. The city council will formally voted on the PUD at its next meeting on June 19.

The new dealership facility feature Honda's "Gen-3" sleek and contemporary design. It will have an expanded, all-glass store front, expanded showroom, redesigned office and waiting areas, and updated parts and service area, according to plans submitted to the city.

The E.S.T.I.P. program was created in 2009 as a way to encourage businesses owners to improve buildings and properties, and to create job opportunities within the city. Once the enhancements have been completed, the city will share "enhanced" sales tax revenues from the property on a 50-50 basis with the business owner, according to the city's economic development website.

The agreement is good for 10 years, or up to $1 million, whichever comes first. E.S.T.I.P. has been used for other car dealerships within the city, said Joe Gottemoller, the attorney for Brilliance Honda.

"The business owner has to do two things," Gottemoller said. "First, he must make the improvements to increase the property value. Second, he must increase his sales. If he doesn't do that, he won't get anything."

Brilliance Honda currently employs 82 workers, Keefe said.