Morphy’s chalks up $3.7M at Las Vegas auction of coin-ops and antique advertising featuring Rich and Sharon Penn collection

Dec. 5-7 event was led by circa-1905 Ray-O-Lite rifle game, $319,800; Anheuser-Busch Bevo boat auto, $172,200; 1927 Ahrens-Fox fire engine, $129,150; and drug store mortar & pestle sign, $51,550

LAS VEGAS, Nev. – Part I of a fabulous personal collection of antique advertising and coin-operated machines amassed over several decades by Rich and Sharon Penn was the special highlight of Morphy December 5-7, 2024 auction in Las Vegas, which grossed $3.7 million. Acknowledged experts within the collecting world, the Penns founded Rich Penn Auctions, an Iowa business that forged a partnership with Morphy’s in May when Rich assumed a key role there as Market Development Officer. 

The Penns’ private collection was described by Morphy Auctions’ founder, president and principal auctioneer Dan Morphy as “unquestionably one of the finest of its type. Every item Rich and Sharon acquired was handpicked with an emphasis on high condition, rarity and eye appeal. Based on what we heard after the debut auction this month, there’s a lot of excitement and speculation about what might be offered in the next installment of antiques from their collection.”

The December event included music, arcade and gambling machines, as well as rare antique and vintage signs promoting a wealth of products from the late-19th and early 20th centuries. Both floor and phone bidders were particularly active during the sale.

The 3-day series was led by a prized holding from the Penn collection: a circa-1905 battery-operated Ray-O-Lite rifle game made by Automatic Target Machine Co. It was an early, especially-rare version powered by a dry-cell battery. Later revamps introduced by William Gent in the 1920s were AC-powered. The auction example had nine unique target features, was in all original condition and retained its additional cord extension. Against an estimate of $100,000-$200,000, it shot to a final price of $319,800. 

Two offbeat transportation lots rolled to six-figure prices at the sale. A 1930 Cadillac “Bevo Boat” manufactured for Anheuser-Busch for promotional purposes and named for its non-alcoholic beverage called “Bevo” is believed to be the only survivor of eight that were in the original fleet. Designed as an inboard-style cruiser on an automobile chassis and boasting luxurious interior appointments, the vehicle’s illustrious line of provenance began with Anheuser-Busch brewery division sales manager Jimmy Carroll Jr. Estimated at $50,000-$150,000, the Bevo Boat cruised to $172,200.

A circa-1927 Ahrens-Fox (Cincinnati, Ohio) Model MX-4 triple-combination pumping fire engine, Serial No. 1314, had undergone a first-class restoration and retained all the gear and appointments that were built with the engine. Painted and labeled for the Bristol Fire Department and ready for action, it blazed to $129,150 against a $50,000-$150,000 estimate.

Well-heeled former hippies were invited to relive the Hendrix concert of their choice in a circa-1960 Volkswagen Westfalia camper, a conversion of the Volkswagen Type 1 sold from the early 1950s to 2003. Restored and roadworthy with a 4-cylinder standard transmission and odometer reading of only 6,598 miles, it was fitted with standard birch plywood interior panels, laminated plywood cabinetry for storage, an icebox or cold-box; a sink, water storage and a pump; electrical hookups, and seating that folds out for sleeping. Estimated at $20,000-$60,000, it took a trip across the auction block to finish at $49,200.

A witness to everyday life in the thriving city of St Louis, Missouri a century ago, an original wood horse-drawn, spoke-wheeled delivery cart for Pevely Dairy Co., Grand & Chouteau (street address), displayed its original yellow paint and attractive applied lettering. Remarkably, it still had its original interior seat, bench and fittings. Against an estimate of $1,000-$5,000, it sold for $19,200.

Two neon signs, in particular, lured advertising collectors during the second session. A circa-1930s single-sided porcelain with original neon-skin sign advertising “Rifle Range” was hard to miss with its good-looking crossed long gun graphic and impressive width of 10ft 8 inches. Estimated at a modest $2,000-$4,000, it was chased by multiple bidders who pushed it to a final price of $27,060 – almost eight times its high estimate. 

An atmospheric Ozark Court double-sided neon sign from the office of a “tourist court” (precursor to a motel) was maker-marked “West Gate Neon” and emblazoned with the image of a leaping deer and conifer tree. Measuring a full 8ft by 6ft, it bounded to $20,400 against an estimate of $500-$2,000.

It is said that Andy Warhol invented the selfie. Another of his innovations, photo-strip art, is said to have been created in an Auto-Photo Model 14 coin-operated photo booth just like the one entered in Morphy’s Vegas sale. Made to accept quarters, the Model 14 booth was designed in Los Angeles in 1958 and manufactured until 1974. Only a few dozen examples of its type are currently believed to be publicly available. Presenting in all-original condition, including its original signage and advertising, the auction lot sold for $28,905 against an estimate of $2,000-$4,000.

Three of the top-finishing signs from the Penn collection kept bidding cards airborne during the sale’s closing session. A circa-1910s “Corner Drug Store” leaded-glass light formed as a mortar and pestle, with a multicolored “jeweled” center and bearing the words “Cigars” and “Prescriptions,” achieved $51,660 against an estimate of $15,000-$30,000. 

Next in the trio was a stunningly beautiful circa 1910s-1920s reverse-glass corner sign, backlit and advertising “Round Oak Stoves, Ranges and Furnaces,” with a Native American graphic within an oak-leaf cartouche. It sold for $26,445 against an estimate of $8,000-$16,000. 

And finally, all eyes were fixed on an outstanding circa-1910s light-up figural optometrist sign with the message “Dr. Blakey / Eyes Examined / Glasses Fitted.” Visually compelling with its reverse-painted eyeglass lenses encircling images of lidded, lash-bordered eyes, the 64-inch by 36-inch piece more than tripled its high estimate, reaching $19,680.

Other notable lots included a circa-1910 Mills Novelty Co., Dewey upright 5-cent slot machine with original music, $20,910 against an estimate of $12,000-$24,000; and a circa-1902 Caille Bros., 5-cent “Search Light” cast-iron counterwheel trade stimulator in the original operator’s woodgrain paint. With its original reel, back door and rotating base, it sold for $19,200 against an estimate of $5,000-$10,000.

To discuss consigning coin-op or gambling machines; antique advertising or general store antiques to a future auction conducted by Morphy’s, please call 877-968-8880 or email [email protected]. Visit Morphy’s online at https://www.morphyauctions.com. All enquiries are kept strictly confidential and there is never an obligation to consign.