Antiques & Auction News 042712

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APRIL IS NATIONAL AUCTIONEERS MONTH

COMPLIMENTARY COPY

Published Weekly By Joel Sater Publications www.antiquesandauctionnews.net

An Electrifying Outcome For The Schmidt Museum Auction

he catalog showed a top assessed value of $125,000 for a soda fountain from 1893. But, as we know, in an auction, anything can happen. And it did. When bidding stopped, the price was a spectacular $4.5 million. “I’m stunned,” said Larry Schmidt, organizer of the auction held by the Schmidt Museum of Coca-Cola Memorabilia. “We thought that maybe it could go for as high as $1 million. But this is incredible.” But then, who’s to say what a piece of history is worth? This piece certainly fit that description. The soda fountain was built by the Liquid Carbonic Company for the Columbian Exhibition at the World’s Fair in Chicago. It’s actually two pieces - a front and back bar, both measuring more than 21 feet long and featuring exquisite marble bases and countertops with alabaster columns. The two soda dispensers have alabaster bases topped with lights featuring stained leaded-glass lamp shades. “The craftsmanship on this fountain is off the scale. It is just incredible,” according to Phil Mooney, head archivist for The CocaC o l a C o m p a n y. M o o n e y b o u g h t m a n y items at the auction for T h e Coca-Cola Company archives some of which may go on display at the World of CocaCola - but did not bid on the soda fountain. “In addition to the incredible craftsmanship of this piece, it speaks to a bygone era when CocaCola was only a soda-fountain drink and was establishing itself as the drink people around the world love.” So, who did capture the prize lot? The soda fountain was bought by an anonymous bidder who did not attend the sale, but was bidding by phone. The two-day auction, March 24 and 25, took place at the

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VOL. 43, NO. 17 FRIDAY APRIL 27, 2012

Schmidt Museum of Coca-Cola in Elizabethtown is truly historic.” topper, there were other marquee Memorabilia in Elizabethtown, The total realized prices for the items that brought in significant Kentucky, which houses the largest two-day auction is $7 million. This amounts as well. privately owned Coke A large outdoor neon sign was the second aucmemorabilia collection sold for $50,000, which tion in the world. About is the same winning bid three hundred peothat took a small light feaple attended the turing a multicolored leadevent, attending ed-glass from thirty U.S. states and two other countries Large Coca-Cola blinking logo sign - $44,250. Canada and Belgium. Online bidders held by the Schmidts. The first one globe. were regis- took place in September and t e r e d brought in $3 million. Proceeds What from all the auctions will go to a charitable foundation being is just as sigset up by the Schmidt nificant is family. that the auction was a Coke collector’s dream, because of the

The o u t standing volsoda founume of tain sold at the unique items Schmidt auction seven hundred for $4.5 million. It was and the fact that part of the 1893 Columbian most were Exhibition in Chicago and became a part of the Schmidt museum in 1976.

installment, plus more than 70 at the previous auction. More than 20 of these items from the first auction are now on display at the World of Coca-Cola, the Atlanta attraction dedicated to the history of Coca-Cola. These items from the Schmidt collection join more than 1,200 other Coca-Cola artifacts at the facility, including the 125-year-old secret formula for Coca-Cola. Some of the items purchased at the second auction will likely make it to the World of Coca-Cola as well. “There’s no private collection that can top the Schmidt’s,” Mooney says. “The unique and rare items we have bought here showcase the visual quality Coca-Cola put into everything it has done since the late 1800s. We’ve purchased everything from a beautiful 1901 poster with vivid colors to a 1950s bright yellow delivery truck complete with all the bottles and cases. This helps us create a CocaCola experience, not just a museum.” The Schmidt family has a rich history involving CocaCola. In 1901, Frederick Schmidt opened one of the first Coca-Cola bottling plants in the country at the corner of 9th and Main streets in Louisville, Kentucky. The plant would later migrate to Elizabethtown. In the 1970s, Bill and Jan Schmidt started the museum from their private collection. Eventually, the collection would grow to 80,000 items. Last year, the Schmidts announced plans to close the museum and sell all of the items in their vast collection. “These are pieces that Coke collectors around the world want to own, and it’s time to put these pieces b a c k into cir-

sold at market value. At left and Dennis upper right: Circa Bardin is 1917 Coca-Cola paper window president trim set - $15,340. of the from around the world C o c a - Australia, South C o l a Africa, Japan, Israel, Collectors plus several European Club, a countries. group of “This was truly an a b o u t international event 3,000 pribecause of its signifvate colicance,” says Gary lectors. He made Metz, renowned the 12-hour drive Coke memorabilia from his home in expert who Dallas, Texas, to worked with the attend the Schmidt Museum Elizabethtown auc- 1950s Coca-Cola porcelain and stainless neon sign on selecting auction. “If you $15,340. tion items and exclude the big assessing their items, this auction saw realistic culation,” says Larry Schmidt. For more information on the value. prices and some bargains here and “There there, which is what Coke collec- collection, visit the Schmidt h a s n ’t tors want. We’ll be back for the Museum website, www.schmidtbeen an auction next one, that’s for sure.” The museum.com. When you visit the of Coke memorabilia in Schmidts are planning a third auc- site, be sure to click on the Videos button to “tour” items offered in decades that can rival what tion in September of this year. the Schmidts have done. The Coca-Cola Company the most recent installment of the What we’ve witnessed here Exceedingly rare 1898 embossed Coca-Cola bought more than 100 items at this (Continued on page 2) The sale was conducted by Richard Opfer Auctioneering, Inc. of Timonium, Maryland, (www.opferauction.com). While the soda fountain was clearly a show-stopper and sales-

tin sign - $30,680.


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