Ullery And Alosa Turn Fasig-Tipton Digital Sale Into Cinderella

[Wandering Eyes]

Always ready to open up a lane with a crisp pass or poised to hold for the last shot by spreading the floor, Fasig-Tipton announcers Jesse Ullery and Frank Alosa form a March Madness-like backcourt as they host the latest digital sale on the auction house's platform.

For Ullery it is all about channeling the excitement of an online sale with his partner and informing would-be buyers about something they may not have heard. In other words, have a seat on the couch and stay awhile.

“I don't know that any of us thought that it was going to be like this as quickly as it has materialized,” said Ullery. “But when we made the investment to start doing the consignor interviews and build out the studio, it just took off. It's part Manning Cast with some our our own personal references thrown in for good measure and we will talk about everything from pedigrees to country songs.”

On Tuesday, the pair emceed yet another successful broadcast during the March event which saw 100 head on offer and 88 sell through the virtual ring. With a strike rate of 85% and a total gross of $3,627,500, the format is doing more than just advancing to the next round–it's a Cinderella.

A huge part of that growth rests squarely on the dynamic ability of Ullery and Alosa–especially if 'overtime' is in effect–because in lieu of a traditional 'caller' it is their job to maintain the tempo and keep tabs on multiple 'shot clocks' as the time on all of them wind down.

“Jesse and Frank are consummate professionals,” said Director of Digital Sales Leif Aaron. “I joke with Jesse about how he is the busiest guy at Fasig-Tipton, and the edition of Frank came along at the perfect time.”

Running the platform going on three years, Fasig-Tipton built an in-house studio in Lexington, Kentucky last April with spots for Ullery and Alosa behind the camera. Normally you will find the pair trading chair positions on the stand next to the auctioneer during any given in-person Fasig-Tipton sale. Tradition dictates that the announcer's role is to introduce the horse as they enter the ring by reading from the pedigree chart. To be sure, that takes finesse and a certain deftness when it comes to time management, but rarely do they have the opportunity to expound on a hip.

Ullery and Alosa during a broadcast | courtesy of Fasig-Tipton

During a Fasig-Tipton online sale like they one that just closed, elaborating is everything. Like a point guard, Ullery brings the ball up the court while Alosa sets a screen or two as he waits to handle the rock. Neither of them knows exactly which pieces of information that they compiled beforehand will be useful, but Aaron said that the chemistry the two have built both professionally as colleagues and privately as friends is what works. That type of trust on-air goes a long way to helping the team achieve their goals.

“I've known Frank a long time and we work well together,” Ullery said. “We are cut from the same cloth. We both enjoy being air traffic controllers and commentators all at the same time. In my former life as a track announcer I had to instantly forget a batch of horses because the next race was coming up. Well, here I have to remember them because a particular sale could still be active, but that is what makes this so fun.”

Where things get tricky for the duo is when clocks come down to the wire at once. The pressure of the buzzer looms. Ullery and Alosa are forced to pick and roll which lot has the potential to be extended into an overtime situation. Based on each other's facial expressions and intonations they have developed a rapport.

“We want this to operate just like an in-person sale,” said Alosa. “It's a live broadcast so you have to be on your toes as time is expiring and know which lots are in overtime. We want this to be something that everyone can tune into, even if you aren't actively bidding, and that is what makes digital sales so special. You can be anywhere and hopefully we are a bit informative and entertaining along the way.”

On Fasig-Tipton's site viewers can watch Ullery and Alosa offer commentary and be on the couch for what is constructed to be a convivial atmosphere. Of course, this is serious business as the seconds peel away, but both said that they understand what is at stake for those involved.

“Fasig-Tipton is always going to try to find ways to be innovative and grow the sport just like we are with our digital platform,” said Ullery. “I mean we're the oldest sales company in North America for Thoroughbreds, and here we are selling horses online. So, that impetus is going to lead to something special and we are going to see where this takes us.”

R Harper rose topped the Fasig-Tipton March Digital Sale | Lauren King

After a record-setting one-horse flash sale for the site earlier this month which saw Champion Female Sprinter Soul of an Angel (Atreides) go for $2.6 million, Tuesday's March sale was once again chock full with different options.

Leading the way was GSW R Harper Rose (Khozan) who brought $400,000 and MGSW Spirit Wind (Bahamian Squall) was sold post-RNA for $500,000.

As the year anniversary approaches for Ullery and Alosa, the platform's unique approach continues to grow. Aaron said he expects the announcers to find more undiscovered territory.

“When we put this team together with Jesse and Frank, then added key I.T. and A.V. support with Isaac Wagner and Thad Kesten we knew we had something special brewing,” Aaron said. “We're basically on new ground. I mean, no one else is doing this when it comes to live broadcasting. I get messages from our customers all the time and they talk about how much they enjoy watching the sale closings with these guys.”

Armed with a succinct alley-oop to his partner, Ullery and Alosa continue to diversify the Fasig-Tipton Digital space. The backcourt will be at it again when the next sale hits Apr. 3-8 as this Cinderella story continues.

The post Ullery And Alosa Turn Fasig-Tipton Digital Sale Into Cinderella appeared first on TDN | Thoroughbred Daily News | Horse Racing News, Results and Video | Thoroughbred Breeding and Auctions.

View the full article