Consider the auctioneer – at once a salesman, entertainer, and comedienne. Someone who can capture a crowd’s attention, keep it for several minutes or several hours … depending on the event. The auctioneer has a sense of humor to put a crowd at ease and a personality to help them put on a great show. Comfortable in the spotlight and collected under pressure, the auctioneer is a breed unto themselves.
Over the years, Sonoma has seen any number of auctioneers come and go. But of late, one auctioneer has been quietly making a name for himself – Ed Vaughn. No matter if the actual name doesn’t ring any bells, you might instead remember this auctioneer as the genie dressed in the light blue satin harem pants and belly-baring vest, or the top hat and ring master’s tails, or even the Copacabana-inspired get-up. Whatever the case, if you’ve been to a live auction lately, chances are you’ve come face-to-face, or rather face-to-paddle – with auctioneer Vaughn.
The word “auction” is derived from the Latin word augére, which means to increase or augment. Vaughn first gave auctioneering a try at a function to raise money for St. Andrew Presbyterian church’s bell choir trip. Since that fateful day, Vaughn’s auctioneer career has boomed and his natural talents have lived up to the definition. In fact, in the eight intervening years, Vaughn has conducted hundreds of live auctions, helping to raise millions of dollars for area nonprofits.
“The generosity of this valley blows me away,” said Vaughn. “So many people come out to support these events, from the ‘auction junkies’ as I call them to the people who just attend one event a year. It’s really heartwarming to be a part of raising so much money in and around Sonoma.”
Vaughn sweetens the pot for his clients, offering to meet in advance of the auction to go over the lots as he says, “the more I know, the easier it is to sell.” He infuses humor whenever possible typically making a joke or dropping a one-liner in at the beginning of each lot.
“I try and keep people engaged. They shouldn’t feel drained but entertained.”
Reading body language is an important aspect in auctioneering and Vaughn has become a bit of an expert although even he admits it’s hard to misread a stiff arm holding a bidding paddle high in the air. He has had the occasional “accidental” bid and covers the gaff with humor, moving on to the next bidder with ease.
Dressing up is also part of the equation for Vaughn and he’s donned a myriad of costumes from the serious to the downright silly. He was once goaded into auctioning off his tie, a gaudy specimen whose new owner then traveled the world, sending pictures back to Vaughn from exotic locations while wearing the offending accoutrement. If there’s one thing he’s noticed – the dressier the event, the more money raised by the auction. A case in point, both the Boys & Girls Clubs Sweetheart auction and the B.R. Cohn auction have at one time or another brought in a whopping $150,000 each – the most Vaughn has ever raised.
“A live auction can help an organization change levels – like going from a potluck to really raising some serious money. As they say, you have to spend money to make money and an auction is a great way to do so,” said Vaughn.
In 2009, Vaughn helped raise over $1.2 million at 21 different auctions throughout the Bay Area – the same or more money than previous years he notes, even in a down economy. He is booked 12 months in advance and averages between 20 and 25 auctions each year – remarkable considering he doesn’t advertise, he only does business by word of mouth.
Oh, and one more thing, auctioneering isn’t Vaughn’s only profession. By day, he works as a pilot, flying a Boeing 777 on a full international schedule for United Airlines.
“Live auctions are a fun way for an organization to get people together to raise money. And the criteria for auction items are first, everyone should want it and second, it should be something you can’t readily buy. Meet those two conditions and your live auction is sure to be the focal point of your event,” said Vaughn.
