Overview Barrett-Jackson is a collector car auction where almost every car crosses the block at No Reserve: no floor price, and the car goes to whoever bids highest. Four auctions run a year, in Scottsdale, Palm Beach, Columbus and Las Vegas, with Scottsdale stretched over nine days at WestWorld. Bidders are prequalified, and a consignor cannot bid on his own car. On site Gates open under a clearspan tent gable with the company's name across it. The arena runs on the block: the auctioneer and ringmen work a raised podium, the wall behind them is one long screen showing the live bid, a standing crowd presses to the rail, banked seating rises behind it and television cameras work the floor. Hospitality decks stack two stories above the arena. A tented marketplace runs manufacturer pillars and aftermarket vendors down a carpeted aisle, and out on the tarmac the automakers run ride-alongs. At night the arena turns into a concert hall. Audience The crowd is on its feet all day, moving between the marketplace tent, the cars staged outside and the arena, so the same people pass a footprint several times before they leave. They come in ball caps and jackets and carry vendor bags. When a headline car crosses, people crowd forward and phones go up. At the ride-along course most of them line the barrier to watch rather than ride. Talent and Influencers Cars come to the block with the people who built them. At Scottsdale in 2026 that meant a hydrogen-fueled 1957 Bel Air from GM engineer Mike Copeland with drag racer Clay Millican and Jeff Lutz, a motorcycle from freestyle motocross rider Jeremy Stenberg and a custom pickup from Constance Nunes. Linda Perry came on the block to sell a Camaro. George W. Bush sold a Corvette there in 2018 for his Military Service Initiative, and the 2008 Opening Night Gala doubled as Carroll Shelby's 85th birthday. Track record Russ Jackson and Tom Barrett seeded the first sale in Scottsdale in 1971 with 75 cars from their own collections, and it was the first collector car auction televised live. The 2024 Scottsdale docket was the largest the company had run, and every car on it sold; Scottsdale sold out again in 2026. Charity cars cross the same block at every auction with fees and commissions waived, so the full hammer price goes to the nonprofit. That total passed 150 million dollars in 2023. Brand presence The automakers build the biggest footprints. Dodge and Toyota run ride-alongs on the tarmac with their own walls, barriers and drivers, and BMW, Lexus, Lucid and Volkswagen stand pillars down the marketplace aisle. Names go on the hospitality decks above the arena floor rather than on the block itself - the Muscle Lounge on the lower deck, a Luxury Lounge above it - and banners hang from the roof trusses over the seating.