Attention! Our time has arrived: the prime season to make money. The weather is right, and people are out riding their bikes: It's what we all pray for in the winter. Now's the time to bring on the bands, bring in the girls and get those riders into your store.

Events bring back regular customers, attract new business and make some bread. Think about it, every rider you see is buying parts somewhere and getting service work done somewhere. They're all wearing biker T-shirts, chaps, jackets and sunglasses that they're buying somewhere. Why not from your shop?

Many dealers wonder how they can publicize their events without spending too much money. The best way is to think about the important things — food, beer, entertainment, music and people — and look for ways to utilize partnerships, sponsorships and special invites to cut the costs of those factors.

GET EVERYONE INVOLVED

Since food and beer are a must for any special event, partner with a local restaurant or bar to get deep discounts or donations. In exchange for putting their logos on your event fliers, ask them to pass out information about the event to their customers.

Use sponsors for your contests. Team up with a local gentlemen's club to guarantee some quality contestants in your bikini or wet T-shirt contest. They are always happy to come out and participate because it's free advertising for their club (and believe me, the crowds love those girls). Ask a local tattoo shop to sponsor a tattoo contest in which the winner receives a gift certificate to their parlor. It becomes a free contest for you to host and added exposure for their business. You can do trade-outs and put a bike at their business to draw interest for their company as well as yours.

For additional entertainment, hire local bands to provide live music. You can usually find smaller acts to play for a good price, and they provide all of their own equipment. Or, if you don't want to pay each band, try having a "Battle of the Bands." Each group pays to enter, and the winner gets a cash prize at the end of the weekend.

Work the local radio stations for your advertising. This is where you'll need to spend some money, but trust me — it's worth it. Advertising on the radio legitimizes your event and gets the word out to tons of people. Make sure that a live remote broadcast comes with any ad package.

For more inexpensive advertising, take advantage of the free online event listings. There usually are several Web sites dedicated to local motorcycle events, and it costs nothing to add your party to the list. If you plan far enough ahead, you can submit your ad to several industry magazines. Even if they can't make it to your event, people around the country will see your dealership name and maybe even visit your Web site.

If you're worried about getting people to the party, invite some local bike clubs. These guys all love to show off their stuff, and it won't cost you a dime — just a little reserved parking space. When you give these clubs a special invite, they will tell their buddies that they should come and hang out too.

If there is a big-name bike builder in your area, then invite him out to show off his work. I'd also invite the local HOG chapter, Ladies of Harley groups and vintage bike clubs. Bikers love to be around other bikers.

Most importantly, make sure you have lots of stuff to buy. Remember, this is about making money. Load up on impulse items like T-shirts, sunglasses, shot glasses, bandannas and hats. Make sure you have more than one shirt design so that people have more to choose from and more to buy.