COMPLIMENTARY COPY
Published Weekly By Joel Sater Publications www.antiquesandauctionnews.net
VOL. 42, NO. 43 FRIDAY OCTOBER 28, 2011
Schmidt Museum Auction Supersedes All Other Coca-Cola ® Sales efore the auction began, it was touted as the best collection of Coca-Cola advertising art ever put on sale at one time. When it was over, all expectations were exceeded. On September 17 and 18, the Schmidt Museum of Coca-Cola Memorabilia in Elizabethtown, Kentucky, held its first auction. The two-day event saw more than 650 items sell for a total of $3.3 million. What made this sale so remarkable? Three items went for six figures each, with another going for $95,000. Not bad when considering that the highest appraised value for any single item before the auction was $30,000. “It’s extremely rare to see a piece of advertising art of any type go for more than $100,000,” says Larry Schmidt, who organized the auction. “We’re extremely happy with the results. This sale shows the power of the CocaCola brand and the passion collectors have for Coke memorabilia.” Auctioneer Richard Opfer, who specializes in toy and collectibles auctions, states that the Schmidt auction was “without a doubt” the best Coca-Cola sale he’s ever conducted. “I’ve sold to these people for years. They love CocaCola, and they’re a g r e a t group to sell to. We had the best of the best (in terms of auction items and buyers). When you get the best, you get great results!” From unique posters to antique toys - from rare bottles to hanging lights f r o m t o y trucks to real delivery trucks - the auction offered a wide selection of Coke collectibles. The highest bid was $140,000 for a 13-inch hanging globe light made of leaded glass. This 1920’s piece had tiny pieces of cut glass creating mosaic pat-
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terns, including Coca-Cola’s signa- collecting to a new high. And this president of the Coca-Cola ture script logo. auction supersedes any other Coca- Collectors Club, an international organization with thousands of members. “It was extremely interesting and exciting,” he stated, “to get to see some of that firsthand is a rare opportunity.” “I’m glad we were there.” Like many collectors, the Bardins came to the auction hoping to take something home. “We made a wish list, bid on many, bought one. We’re very pleased with what we got and what we paid for it,” said Dennis. “It was fun to be a part of it.” We’ll go to the next one!” The September auction was the first of several that are planned. The next is expected to take place in the spring of 2012. For more than a century, the Schmidt family ran bottling operations in Kentucky and Richard Opfer selling the 1895 poster. Southern Indiana. The pasThe second highest price, Cola sale in terms of pression for collecting Coca$105,000, was for a bright yellow, tige and quality.” Cola memorabilia began in one-of-a-kind poster from 1896. Hundreds attended, 1972, when then-president Considered the showcase of the from around the country, of the company’s Schmidt’s privately held collection, bringing trucks and Elizabethtown operathe poster measured 30 inches by trailers with them to tion, Bill Schmidt, 40 inches, and featured an attrac- haul home their and his wife, Jan, tive woman drinking a Coke sur- newly prized bought some rounded by the words “Cures possessions, Coca-Cola Headache, Relieves Exhaustion, At antiques to Mosaic Soda Fountains, 5 cents.” decorate Leaded The the office. Glass other By 1976, their Globe, sixcollection 1920s figure filled a warei t e m , $140,000. house and was which turned into a sold for while othmuseum. $100,000, ers placed Forty years was an 11-1/2- bids online of collecting netinch soda foun- and on the ted the tain dispenser from phone. The auc1915 with a marble tion room, which held approximately 130 Early Cut-out people, was full during most of Advertising piece. the sale - approximately 12 base and a leaded- hours over the two-day periglass light on top, od. featuring CocaAdjoining the auction Cola’s script logo. room was a tent where The piece that hundreds more could went for $95,000 watch and place bids. A was a nine-inch large service/garage door serving tray from between the auction room 1897, consid- and the tent gave everyered the first one who attended an tin litho- opportunity to see the g r a p h e d action as it happened. With tray used nearly ideal weather, the by the atmosphere inside the tent C o c a - was not only comfortable, “it Cola Co. made for a happy, enjoyable, Allan Petretti, a renowned good-time, party-under-the-tent expert and author on Coca-Cola type atmosphere,” says Schmidt. memorabilia, referred to the aucDennis Bardin and his wife tion as the “Super Bowl for Coke Donna drove 800 miles, from S c h m i d t s collectors.” “We witnessed an Dallas, Texas, to Elizabethtown, to 80,000 items - the largest private incredible phenomenon,” he said. attend. An avid collector for 25 collection of Coca-Cola memora“Over the years, the Schmidts took years, Dennis even serves as the bilia in the world - with pieces that
span 114 years reflecting the country’s culture through the years. “A big portion of our life has gone into collecting these wonderful, artistic pieces,” said Jan Schmidt, “We didn’t set out to accumulate the world’s largest (privately owned) collec1915 Soda Dispenser $100,000.
tion. All we wanted to do was tell a story and put it on display.” Future auction are expected to create similar excitement. “These are not just auctions, they’re events,” says Petretti. “Because CocaCola is arguably the greatest heritage brand of all time, making these rare pieces available attracts much more than the niche collector. People from all over the world are attracted to these pieces.” It’s expected to take years to divest the museum’s inventory. “We’re being sensitive to how many items are available to the public at any one time,” says Larry Schmidt. “We’re hopeful that we’re bringing attention to Coke memorabilia and enhancing its value for all collectors.” Why sell everything? The passing of Bill Schmidt several years ago has allowed the family to reassess the collection. “It’s bitter sweet, but it’s time to let others who really want to own these pieces get that opportunity,” says Larry Schmidt, Bill’s son. The Schmidt family, which has a track record of benevolence, is creating a foundation. Proceeds from the auctions will be will used by the founda1897 Victorian Tray - $95,000.
tion to benefit charitable and worthy causes. For more information on the Museum and its auction, visit the Schmidt Museum website: www.schmidtmuseum.com. More Photos From The Auction On Page 2