Page 109 - Experience Magazine Spring 2023

“At Barrett-Jackson we have always been innovative,” said
Craig Jackson, chairman and CEO of Barrett-Jackson.
“We talked about adding the screens for years and how
they could be used to amplify our guest’s experience.
This was the year, and the result has been an incredible
transformation of the entire auction block.”
Of all the new screens added, the one behind the block
itself changed the look the most. Onlookers were treated
to dazzling dynamic backgrounds and, at times, details of
the car on the block or a side profile photo of the vehicle
being sold. The screen was also used to display graphics
that enlarged what the audience could see or indicate
when milestone bids were placed. The atmosphere was
positively electric when bidding on the 2023 Scottsdale
Auction’s top seller, a 1989 Ferrari F40, escalated and the
screens lit up with “$2,000,000 is bid!” But the bidding
didn’t stop there – the final sale of the F40 came in at
$2.75 million.
To create the graphics, Tim Heit, Barrett-Jackson’s digital
media wizard, used layers to be able to change different
elements of what was being displayed. One of the
challenges he encountered with the screens was keeping
everything in its proper proportion so that none of the
images were skewed. While the 56-foot width was really
no problem, getting the graphics to fit the 6.5-foot height
of the screen took skill and imagination.
Before the start of the auction each day, Heit was able to
simulate a “fly-by” video following the national anthem.
The fly-by featured the U.S. Navy’s Blue Angel flight
squadron, which started at the far left screen and made
its way across all 108 feet, leaving contrails in its wake, as
the deep bass from Barrett-Jackson’s high-quality sound
system shook the arena for a truly immersive experience.
As with many modern-day marvels, the screens were built
to travel. After their time behind the auction block in
Scottsdale, the screens were carefully packed and made
ready for transport to Florida for the next event. To see
these new LED screens in action, join Barrett-Jackson at
the 2023 Palm Beach Auction, April 13-15 at the South
Florida Fairgrounds.

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