Fasig-Tipton Digital’s dynamic duo Jesse Ullery and Frank Alosa have transformed online horse auctions into must-watch events, combining expert commentary with engaging presentation as they host the auction house’s increasingly popular digital sales platform.
The pair’s March digital sale demonstrated the format’s growing success, with 88 of 100 horses sold for a total of $3,627,500 — achieving an impressive 85% clearance rate.
“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.”
Unlike traditional auction announcing, where their role would be limited to introducing horses as they enter the ring, the digital format allows Ullery and Alosa to provide comprehensive commentary and insights throughout the bidding process.
Director of Digital Sales Leif Aaron praises their effectiveness. “Jesse and Frank are consummate professionals,” said Aaron. “I joke with Jesse about how he is the busiest guy at Fasig-Tipton, and the addition of Frank came along at the perfect time.”
Fasig-Tipton established its in-house studio in Lexington, Kentucky last April, creating a dedicated space for the announcers to host digital sales. The platform has been operating for nearly three years, with the Ullery-Alosa partnership approaching its one-year anniversary.
Their broadcasting dynamic requires precise coordination, particularly when multiple auction timers approach expiration simultaneously. The announcers must decide which lots might extend into “overtime” situations while maintaining viewer engagement.
“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.”
The platform’s recent success includes a record-setting flash sale that saw Champion Female Sprinter Soul of an Angel (Atreides) sell for $2.6 million. Tuesday’s March sale featured additional highlights with GSW R Harper Rose (Khozan) bringing $400,000 and MGSW Spirit Wind (Bahamian Squall) selling post-RNA for $500,000.
Ullery emphasizes the auction house’s commitment to innovation. “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,” he said. “I mean we’re the oldest sales company in North America for Thoroughbreds, and here we are selling horses online.”
The professional chemistry between Ullery and Alosa extends beyond their on-air partnership. “I’ve known Frank a long time and we work well together,” Ullery noted. “We are cut from the same cloth. We both enjoy being air traffic controllers and commentators all at the same time.”
Aaron attributes much of the platform’s success to the announcers and their technical support team. “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.”
The next Fasig-Tipton Digital sale is scheduled for April 3-8.
