UsedCarNews.com
August 5, 2019
Summer Events Add Sizzle to Auction Sales
Photo courtesy of DAA Northwest YAH MO BE THERE: Dealers enjoy a free concert featuring Michael McDonald at DAA Northwest July 24. Events like this help boost results in the summer, when activity at the auctions normally slows down. By Ted Craig
Rush - Dated Material
Summer’s here and the time is right for dancing in the auction lanes. DAA Northwest hosted its annual Rock & Roll sale July 24 and 25, featuring yacht rock favorite Michael McDonald. As usual, the event drew a large number of bidders and inventory. “There was good money in the lanes and good action online,” said Pierre Pons, ServNet’s executive director who attended the sale. DAA Northwest has been putting on a concert since 1996 and other
auctions have copied the promotion with their own twist. Greater Rockford Auto Auction recently hosted its own version. For many of these auctions, it’s a country concert rather than rock and roll. On July 30, Dealer’s Auto Auction of Idaho hosted Tracy Byrd and KCI Auto Auction will host Old Dominion on Aug. 14. Not all summer events revolve around music. Auctions try an array of promotions to draw bidders and vehicles. These can range from local sports interests, such as an MLB All-Star
game event at Akron, to a brew master’s night. Events like this help during the slow summer months, when traditionally there are fewer repos and off-fleet vehicles to run. The weather makes it possible to do these promotions. “Nobody wants to do anything in the cold or the snow,” Stewart said. Another factor that makes summer the best time for promotions is there are no major holidays other than the Fourth of July competing for people’s attention. There are also fewer industry events, meaning consignors can fo-
cus on making sure the sales have plenty of vehicles. Stewart said there seems to be a growth in auction events that he associates with the increased marketing abilities of social media. Pons said these events are good for both buyers and sellers. Sellers get a chance to boost results. Buyers get a free event and a good selection of vehicles. Third-party providers, such as floor plan companies, often add to the events by offering special rates. “For a time that would normally be slow, we turn that into an advantage,” Pons said.