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Written by:
Gregg Leary
04/16/2008 - 02:39 PM
Charlotte, NC
By Larry Edsall
Foreword by Bill Goldberg
Book Review by Gregg Leary
Bill Goldberg of World Wrestling fame in the Foreword writes, “I’ve loved fast cars for as long as I can remember. (His purchase of a Boss 429 Mustang, a Z28 and Yenko Camaro from Barrett-Jackson backs up his claim.) These people (Barrett-Jackson) are not bean counters selling cars this week and art the next. Everyone is passionate about car collecting. You just can’t fake that kind of enthusiasm. They’ve helped make our dreams come true for the past 35 years.” This book tells the rest of the story.
Craig Jackson, in the Preface, states: “Car collecting is quite possibly the most American of all pastimes. The automobile symbolizes the spirit of freedom that has built this country.” “Barrett-Jackson” tells how Craig took the throttle of a very successful business and drove it into the fast lane.
The 176 page book is anchored with over 200 remarkable photographs that document many of the top selling B-J vehicles of all time and a special portrait section details “The Top 35 Cars from the 35th Year.” (2006) What a list! It includes…
1. 1950 General Motors Futurliner Parade of Progress Tour Bus: $4.32 Million
2. 1954 Pontiac Bonneville Special Motorama concept car: $3.024 Million
3. 1970 Plymouth Hemi ‘Cuda convertible: $2.16 Million
4. 1970 Chevelle LS6 NHRA drag car driven by Ray Allen: $1.242 Million
5. 1952 Chrysler d’Elegance concept car: $1.188 Million
6. 1953 Corvette #003: $1.08 Million
Craig Jackson is the Chairman/CEO of Barrett-Jackson Auction Co. He is responsible for events in Scottsdale, AZ, Palm Beach, FL, and Las Vegas. His dad, Russ Jackson, and friend Tom Barrett founded the company in 1971. Craig took over leadership in 1997.
He has twice been named to Motor Trend’s “Top 50 Power Listing in the Automotive Industry.” (along with Bernie Ecclestone, Carroll Shelby, Roger Penske)
Craig named his daughter after Carroll Shelby.
“Passion-this is the heart and soul of it.” Craig Jackson.
Craig’s dad, Russ Jackson thought he might buy a Joan Crawford Cadillac that Tom Barrett was selling. He didn’t buy the car but the friendship that followed led to a successful business…Barrett-Jackson.
In 1967 they staged a charity car show/ parade to benefit the Scottsdale Art Center and to buy books for the community library.
Craig’s first car was a 1939 Austin Bantam when he was 9.
The first Barrett- Jackson Auction was in 1971. (Craig was 12) Tom Barrett was the “P.T. Barnum” of the duo. He sold two Hitler Mercedes-Benz cars, made the national news with Roger Mudd and posted $650,000 in sales.
In 1987 Andy Granatelli was the first person to pay more than $1 Million for a collector car…a 1932 Duesenberg.
Craig’s dad, Russ Jackson died in 1993.
Craig’s brother, Brian died in 1995.
Craig bought out Tom Barrett.
“I wanted to change the perception that Barrett-Jackson is just an auction. It’s more than that. It’s a car show,” said Craig Jackson. “I wanted to turn B-J into a lifestyle event that you have to go to…like SEMA.” He added fashion shows for the wives…and
Craig started out parking cars at the auctions…started to computerize the business…and worked in the restoration shop. He learned the business well. He spent 10,000 hours restoring a 1948 Delahaye …that was literally “in pieces”… “from the ground up to a perfect 100 point score”.
The first car he redid was a 1968 Corvette when he was in high school.
Speedvision aired the first B-J Auction in 1996.
Television exposed car collecting to a much wider audience, and would turn some bidders into car-collecting celebrities.
Craig tried to do away with “reserves.” “If I don’t think we can sell your car at the reserve you want, we’re not going to take the car.” In 2005 all 871 vehicles were offered at NO RESERVE. “The bidders realized that the cars were actually going to sell. It’s evolved to where people know they can buy the cars.” Craig got tired of being an appraisal service for people who held out a high reserve just so they could see what their cars were worth.
Craig targeted the “Baby Boomers” who were becoming “empty nesters” with lots of income…no more orthodontist bills and college tuition. Many were buying cars that they couldn’t afford or were not allowed to have when they were in high school…MUSCLE CARS. Craig also spotted the trend in hot rods by such builders as Chip Foose and Boyd Coddington…and Resto-Mods.
Barrett-Jackson went to Monaco in 2000 for its first overseas auction.
In 2001 they did the Petersen Museum Auction in LA.
In 2003 they went to Palm Beach.
In 2005 a 1954 Oldsmobile F-88 concept car created by Harley Earl sold for $3.28 Million.
Craig came up with “Family Value Day” with no charge for kids 12 and under to “make sure the next generation learns about cars at an early age.” All the vehicles are on display in a “car show” and there were 350 vendors and numerous food stands. “We wanted to open the experience to people from whatever walk of life and regardless of their income level. My intention has been to grow the event to have something for everybody.”
“Barrett-Jackson” highlights the 2006 auction. What an event!
225,000 in attendance.
People from all 50 states and 14 countries…4,852 bidders.
6,000 consigners vied for 1,100 spots.
781,000-1.6 Million households viewed the auction on SPEED.
Craig’s vision for the future:
A permanent home for the B-J Auctions… corporate headquarters, showroom, a permanent building to house the auction and a “country club” for car collectors…a place they can store, restore and drive their cars…with a restaurant, gift shop, restoration facility and car storage.
A quantifiable way of rating collector cars…like a grading system for coin, stamp and diamond price guides.
A code of ethics
“Barrett-Jackson: The World’s Greatest Collector Car Event” is an enlightening read. Even though my budget only allows adding a few 1/64th scale diecast models of some of the cars profiled in the book…I can always dream. The book rates three out of five lug nuts.
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