You can do it yourself for free to little. I have done 4 conquest 16 x 9 each had a similar dent. The key is to warm the dented area with a torch. I used a low heat similar to soldering copper pipe just to take the chill of the dented area. I have a 1/4 aluminum plate that is cut rounded to the opening area. Place the rim on the ground next to an immovable object. warm the dented area, place the plate on top smack with a hammer until straight. You will have to have someone stand on the rim, or somehow keep it stationary. Re-apply heat as necessary. When done I sanded mine, and left the entire rim brushed aluminum with black centers. I was quoted upwards of $100-$150 to straighten each one. Did it myself for free!!! If you want to see the results I will post pics.