Today we’d like to introduce you to Zack Krone.
Hi Zack, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
He performs live three to five times a week in front of sell out crowds all year at some of the swankiest venues in town. He books out a year in advance and has ten people to understudy for his other bookings. He shares the stage with celebrities, billionaires, rock stars, comedians, titans of industry, sports legends famous chefs, and some of the most powerful political figures in the country. He calls the former Secretary of State and former head of the CIA “Leo” because they have seen each other so many times. Kathy Hilton called him one of the most gifted entertainers in Hollywood. His website has shout outs from Jeff Goldblum, Ryan Johnson, Jack Black and Dylan McDermott. He had to tell the Grammys that he couldn’t perform for their event because he was already booked. He raises over a hundred million dollars a year for charity. Yet you have no idea who he is. He doesn’t get any press or media attention of any kind. He Usually doesn’t even get a mention. Credit is usually given to his more famous counterparts. He doesn’t have much of a web presence and a meager 3000 followers on Instagram. He doesn’t have an agent, a publicist or manager. And why should he? He books his own calendar and his skill set is perfectly matched to negotiate his own deal. He has been offered guest spots on prime time television but usually turns them down because in his words “they are a misrepresentation of what he does” or he is already booked for his live performance anyway. To know him is to be generous. Chances are if you have been to a fundraiser or gala his influence can be experienced whether he is there or not. Because he spends his weekdays on conference calls and emails from his home office consulting for hours on end to ensure the events for his team and his show will be successful.
He returns home to his wife and two young sons far from the red carpets and prominent stages from which he came.He has the quick wit of an improv performer, the sentiment and conveyance of emotion like that of professional orator, and the smooth confidence you hope to see in late night talk show host. Yet the only cameras that shoot his 42 year old 6’2” frame are closed circuit and only for the live viewing audience. His name is Zack Krone. Who? Exactly! He is a benefit auctioneer. What is a benefit auctioneer? He conducts the live fundraising portion of gala events that are thrown at any given venue or hotel ballroom on any weekend and he does so like nobody else. While most of us have an idea of what a stereotypical auctioneer is; the quintessential mid westerner with southern accent and an auction cadence so fast you can understand a word. Or the tuxedo and white glove Englishman calmly selling rare art work. Both could not be further from what Zack does. It’s almost hard to describe. This is a guy that practically invented a niche and has trailblazed a genre of performer that has changed the complexion of the modern fundraiser event and nobody seems to even give him a shout out. Well that is going to change right now. Because through humor energy and sheer inertia without being boring or high pressure he wills a crowd into being generous and spending way more than even they thought possible
Most of these events can be a yawn fest with long boring speeches, rubber chicken dinner , and a high pressure auction not to dissimilar to being at a used car lot. The old school auctioneer makes the audience cringe with discomfort and confusion with as they long to race to the hotel bar or valet.
Usually an auctioneer at these events are either traditional auctioneers content with selling cars couches or cattle or the begrudged entertainer/comedian who doesnt even want to be on stage and doesn’t know the first thing about selling something via auction.
Zack changed all that and he is doing so one event at a time. He makes you laugh, you can understand every audible note from his pleasant baritone. He wants to be on that stage. He wants you to enjoy yourself. It is so simple that it’s genius. I have seen other people put on a sparkly vests or loud bow tie and call themselves professional fundraisers but Zack is on a whole other level.
So much to the point that dare I call him an “auction-tainer?”
I had a chance to see him perform and it amazed me how much room there was for entertainment within the strict construct of an auction. He uses fast soliloquies and alliteration that I can only compare to Vince Fontaine from the musical Grease. He sneaks in subliminal jokes into his verbal description of what he is selling and when it comes time to take a bid you can’t tell if his jokes are planned out as part of an act or improvisational wit as he interacts with a room full of semi inebriated socialites. He runs around the room and stands on chairs. You want to know what he is going to say or do next His assistants keep you in the game and covers his back. He is saying one thing to one bidder, listening to his assistants aka Ring-persons for another as his eyes continue to scan the room. I didn’t have nearly enough money to bid and yet I felt myself clutching the bid card and wanting to raise it just to get his attention and for a brief second to be at the center of his show. It was electric and I can’t believe he does it 3 times a week during the peak gala season from March through May and September through November.
That is just the half of it. After the spirited laugh factory that the auction was the event changes gears into the empathetic and dramatic territory. The room is brought to a hush. The lights go dark and video plays illustrating the profound impact a donation can make on the lives of those who are counting on it.
Zack takes the stage again and the high flying funny man has taken off his mask and this is where the real Zack is revealed. His empathy for the cause is very apparent like a vulnerable exposed nerve rife with discontent for the inequalities that exist within our society. He speaks as if he has been working for the non profit for years and in some cases he has, as many non profits bring him back year after year. Which is one of the reasons he is so hard to book. Because once you are in his heart, you’re family. It’s clear that he has done his homework and he has opened himself up enough to tap into the collective sentiment that compels the hearts and minds of the guests that care enough about the cause to buy a $500 per plate dinner.
So after his moving speech which is a call to action for everyone in the room to fulfill the voluntary social contract of giving money when attending a charity gala he asks for the big bucks.
This segment of the program is called the “fund a need” or “give from the heart.” No prizes or trips. Just raise your bid card and give. And give they do. Zack asked for $50,000 to start and in what would usually be a tense and scary moment Zack calmly and passionately eased their minds like a doctor with a worried patient as he reminded the crowd of its greater sense of purpose and humanity. He softly said to give at any amount that is meaningful for you and simply for “your capability to be equal to your compassion.”He then proceeded to read off every digit of every bid card that flew into the air. Then he revs the motor back up and his enthusiasm grows as the outpouring of generosity ensues. It was like watching Cuba Gooding Jr’s Oscar acceptance speech but filled with a seemingly endless streams of numbers and “thank you’s”
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The struggles like any on stage performer was gaining experience when first starting out. How can you gain experience unless someone hires you and how can you get hired without experience?
The answer was working for free to gain marketing materials and experience.
This industry like many is apprentice based. You are mentored under a more established entity.
And you travel long distances for virtually no money just to be able to pad the resume and gain the experience
and insight to offer a value proposition to your yours clients in pre production
Appreciate you sharing that. What else should we know about what you do?
I am a full time benefit auctioneer I suppose I am known for making an auction entertaining.
Its practically a comedy show with an auction
There are two stereotypes of auctioneers in the public eye: The “cowboy” that chants a million words a second
that you can barely understand whom liquidates cars couches and cattle wholesale
OR the white gloved British auctioneer selling $100,000,000 art pieces.
A benefit auctioneer could be further from both stereotypes. A benefit auctioneer is a retail (not wholesale) auctioneer whose job is to engage a ticket purchasing audience whom are typically auction novices to provide a joy quota throughout the auction process
Ultimately when you buy a ticket for anything in this country you have a high value proposition expectation
and for too long live gala fundraisers are characterized as dry, long winded, and boring.
I aim to change that perspective.
Also our job is serve as the ambassador to the cause. To be significantly well versed on the cause
so that we can inspire and motivate a crowd to give directly in the “fund-a-need” or direct giving portion of the program.
A fund a need aka Paddle raise has very little to do with auctioneering.
Asking a room full of people to give funds directly at various levels is a delicate process that requires an instinctual understanding of when to ask, how to ask, how to ask again, and when to move on. To avoid the emotions of pressure and guilt is paramount because the perception of the event and therefore the non profit is on the line. A guest wont remember everything you did on stage but they will remember how you made them feel.
Who else deserves credit in your story?
I am so thankful to many collogues and mentors So of the most established and respected people in the auction industry
instructed and mentored me:
Scott Caldwell, Daniel Kruse, Paul Behr, Rich and Shannon Schur, Mark Bulezuik and Vincent Zapien.
As well as my direct business partners with California Coast Auctions
Kenny Shirey and Jose Soto were instrumental in the formation of this collaboration and I learned a lot from them.
Vincent Zapien and I first began partnering in 2012 and we have been together
ever since. We are each other’s right hands
There were some high profile events that helped launch my career and some wonderful causes that I still conduct for to this day. Most notably: Seth Rogen’s Hilarity for Charity first hired me in 2014 which led to recently being featured in the role of auctioneer in his current project “The Studio” a series currently in production for Apple TV slated to premiere in the spring of 2025. I also serve as advisory board member for The Joyful Child foundation https://www.thejoyfulchild.org/
A non profit that develops, implements, supports, and/or sponsors programs that serve to empower children and adults with tools and training to proactively advocate for safety and better protect children from all forms of abuse, violence, and exploitation, including harassment, sexual abuse, trafficking, and abduction.
I have proudly served as their auctioneer since 2012
Some of our other High profile clientele include The Charlize Theron Africa Outreach Program, Will.i.Am’s I am Angel Foundation, Desert Smash, The Los Angeles Rams and Chargers, The Grammys/ Music Cares.
I also have to give a big shout out to Darren Julien and Martin Nolan of Juliens Auctions https://www.juliensauctions.com/en
Their auction house took a chance on me thanks the referral of auctioneer Tim Luke and Daniel Kruse. They are the new school of auction house that focuses on the fusion of the entertainment world and auctioneering so our styles match pretty seamlessly.
This has led to me conducting for the estates or the property of Betty White, Olivia Newton John, Doris Day, James Garner, Pele, Robert Evans, Mel Blanc, Bill Wyman, Janet Jackson
Amy Winehouse Jerry Lewis, Dennis Hopper, Christine McVie, Kenny Rogers, Burt Reynolds, Walter Becker,
Slash, Sylvester Stallone, and Steve Martin,
I apologize for the shameless self promotion…
Jay Z – told me never to name drop
Contact Info:
- Website: cacoastauctions.com
- Instagram: instagram.com/zackkrone_auctioneer
- Facebook: https://www.facebook.com/zachary.krone
- Linkedin: https://www.linkedin.com/in/zackkrone/
- Youtube: https://www.youtube.com/@TheZackkrone
