Barrett-Jackson Adds Rock Concert to Boost Attendance

The Barrett-Jackson Auction is one of the largest and best-known automotive events in the world. If you have ever watched it, you know that it draws bidders from all over the world who are interested in acquiring fascinating often one-of-a-kind vehicles. Many automakers have sold first edition vehicles for charity. As I reported last year, the first 2023 Chevrolet Corvette Z06 70th Anniversary Edition, VIN 001, was sold for a whopping $3.6 million. Every dime of the money raised went to Operation Homefront, a charity that helps veterans. Ford has sold some of its first powerful Mustangs for charity. The first 2022 GMC HUMMER EV Edition 1 sold at the Barrett-Jackson Scottsdale Auction for an incredible $2.5 million dollars. That money went to the Tunnel to Towers Foundation.

Huge Concert Added

The Barrett-Jackson Auction now has turned into a major festival for all things automotive. Well over 150,000 people reportedly attend the event annually, but only about 5000 people actually register to bid on the vehicles.

This year, Barrett-Jackson is adding a major concert to kick off the festivities. On January 19, 2024, Foreigner will headline a concert at the Westworld grounds. Night Ranger will be the opening act. Foreigner is known for hits like "Feels Like the First Time”, "Cold as Ice" and "Hot Blooded". Night Ranger had hits like “Sister Christian” and “Don’t Tell Me You Love Me”.

Barrett-Jakcson Auction Draws Top Vehicles and Celebrities

Barrett-Jackson has been described as "the Superbowl for collectible cars". The auctions have drawn celebrities as bidders as well as sellers. According to Wikipedia, notable attendees and sellers have included “Jerry Seinfeld, Reggie Jackson, Tim Allen, Don Johnson, Jay Leno, Nicolas Cage and William Shatner.

Auctions run for several days and are open to the public with an admission fee. Vehicles can be offered without a minimum bid, but most of the very expensive vehicles have a required reserve bid that needs to be met before it can be sold. Automotive memorabilia, such as gas pumps and neon signs are also offered for sale by vendors. This year, the Barrett-Jackson event is scheduled to run from the day of the concert, January 19, 2024 until January 28th. Several of the days will be televised.

Barrett-Jackson Photo

Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.

Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.