2003 P.S.I. Auktion: P.S.I. Impressions

PSIchotic "Grundlichkeit" in Organization of P.S.I. Auction

December 8, 2003

For years I have read about the P.S.I. auction and have always been completely amazed by their prices. Based on hearsay, P.S.I. seemed a bastion equally impenetrable as free masonry and only accessible for the god's wealthy representatives on earth. However, after having met and talked to Dr. Ulf Möller at Dressage at Devon in September 2003, I -- a mortal man with hardly any cash -- got personally invited to come to the Auction in December and discover what it really is about.

Eurodressage is not easily convinced and loves to be critical about every single detail, but it is very, very hard to find flaws in the organization of the P.S.I. Auction. One week before the auction's kick off, the horses were presented to the public at the Artland Sporthotel. Insa Hansen made her first outing on auction highlight Poetin. Of course, this resulted in a stream of online debate and criticism on the new combination. Detractors said that Insa didn't look nice on the horse, others praised Poetin's development as she had become more muscled.

On Saturday December 6, 2003, the horses were shown again on a musical choreography, while prospective buyers were given a chance to test ride and vet them during the week and weekend. Of course, everybody wanted to sit on Poetin, even if it was for five minutes, but only the serious candidates got a chance to feel this magical horse.

On Sunday morning several news buyers arrived and the horses were again tried out till noon in the freezing cold indoor arena. Each horse that entered the ring was perfectly groomed, its tack well cleaned, the bit shining and all four legs wrapped in white.

P.S.I.'s "Grundlichkeit" in organizing its annual auction is visible in the smallest details. The presentation of the horses is impeccable, the horses themselves are breathtaking, the catalogue and dvd show professionalism all the way, the program starts on time, the gala ball is fantastic, the food is excellent, the beer is for free, the arena is beautifully decorated, the service is an example for any event management team, the shuttle service is efficient, the hotels are the finest; the list of accolades for P.S.I. is never-ending. And even if still have a problem (I need a horse, a jacket, a ticket, a taxi, a coffee...) there is Ulf Möller to solve it.

The emphasis on perfection and quality is so strong with P.S.I., that at the end of the auction the entire staff was stressed out and dead tired from working so hard to achieve the absolute highest level of marketing and service in horse sales.

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