Press Release

For Immediate release!


Hard Rock Cafe        The Beatles Story        Julien's Auctions

The Beatles Story and Julien’s Auctions
bring ’Discovery Day’ to Hard Rock Cafe New York

LIVERPOOL, UK, 16TH APRIL 2018 – The Beatles Story and Julien’s Auctions team up once again to bring a Beatles and Rock ’n’ Roll ’Discovery Day’ to Hard Rock Cafe New York on Thursday 17th May 2018.

Memorabilia Day New York

Hard Rock International is home to the world’s largest collection of music memorabilia, with over 81,000 iconic pieces including countless items from The Beatles, making it a perfect partner for the upcoming event.

This special event will give members of the public, fans and collectors the opportunity to have their Beatles and Rock ’n’ Roll memorabilia appraised for free by the experts.

Previous events held in Liverpool and London were a tremendous success, bringing in a steady stream of visitors with fascinating artefacts to be valued. Amongst them, a collection of 26 negatives containing rare never–before–seen photographs of John Lennon, which were taken in February 1970 and seem to depict intimate portraits of the former Beatle.

Another unique find was a letter written by John Lennon addressed to the Queen, explaining the singer’s reasons for returning his MBE, it was valued by Julien’s Auctions on the day at around £60,000. The owner, who wishes to remain anonymous, discovered the item tucked away inside the sleeve of a record that was part of a collection picked up for just £10 around 20 years ago.

Internationally renowned Julien’s Auctions has broken world records with the sale of Beatles memorabilia including John Lennon’s acoustic guitar recently sold for a record $2.4 million, Ringo Starr’s Ludwig drum kit sold for a record $2.2 million, The Ludwig Beatles Ed Sullivan Show drumhead sold for a record price of $2.1 million and The Beatles White Album owned by Ringo Starr sold for $790,000.

Fans based in the U.S. are being urged to check their attics and garages for any hidden gems. Darren Julien, Founder & CEO of Julien’s Auctions, said: "We are excited to bring our Discovery Day to Hard Rock Cafe New York. John Lennon spent a lot of time in New York during his solo years and we are convinced there will be some valuable and fascinating historical items just waiting to be discovered."

The ’Discovery Day’ will take place at Hard Rock Cafe New York on Thursday 17th May 2018, 3pm – 8pm. For more information or to pre–book a free face–to–face valuation, please visit


For further information, please contact Dave Milner or Diane Glover at The Beatles Story, Liverpool:
Telephone: 0151 709 1963
Dave Milner:
Diane Glover:

Hard Rock UK Press Office contacts:
Alexandra Sutton:
Jamie Skinner:

Julien’s Auctions Press Contacts:
Mozell Miley–Bailey (U.S.):

Notes to Editor

About the Beatles Story:
The award–winning ’The Beatles Story’ is the world's largest permanent exhibition purely devoted to telling the story of The Beatles’ rise to fame. Located in the Fab Four’s hometown of Liverpool on the stunning UNESCO World heritage waterfront at the Albert Dock, The Beatles Story takes visitors on an immersive journey through the lives, times, culture and music of the world’s greatest band. Join The Beatles on their journey; first conquering Liverpool, and then the world, through recreations of key locations from the band’s career including The Casbah Club, The Cavern Club, and Abbey Road Studios. Multi–media audio guides are available in ten different languages including Mandarin, Brazilian Portuguese, French and German, and are beautifully narrated by John Lennon’s sister, Julia. The FREE guide is packed with information, imagery, and features video interviews with Paul McCartney and Ringo Starr, giving visitors a unique insight into the story of the Fab Four. A must for any music fan, The Beatles Story features an impressive collection of fascinating memorabilia including the band’s original instruments, John Lennon’s New York piano, Ringo Starr’s drum kit, rare album sleeves, photography and original lyrics. New items recently introduced include the original Strawberry Field Gates, the ’Holy Grail’ record that launched The Beatles, Brian Epstein’s Jacket and to mark 50 years since the release of Sgt. Pepper, a range of new memorabilia including a full set of authentic replica suits.

For hi res images at 300 dpi (and above), please email requests to:


For Inquiries, Please Email or Call 310-836-1818.

Register to bid


Registration is required to bid in this live auction and can be done online before the sale at the Registration page to bid by phone, proxy or online at to bid live online, or by calling (310) 836-1818.


Registration is required to bid in this online exclusive auction and can be done online before the sale at to bid live online, or by calling (310) 836-1818.

Placing Bids


There are three ways to bid in this sale:

  1. Bid through Julien's Auctions Online Live in Real Time at or via our iPhone app.
  2. Bid over the telephone through an auction house representative.
  3. Enter Absentee bids. Absentee bid forms are printed in the back of each catalogue, and are also available by calling Julien's Auctions or online


  1. Enter Online Absentee bids in Advance at
  2. Place Online Live Bids in Real Time in lot order on the concluding day of the auction at

Media contact
For hi res images at 300 dpi (and above), please email requests to:

About Julien's Auctions

Julien's Auctions is the world record-breaking auction house to the stars. Collaborating with the famous and the exclusive, Julien's Auctions produces high profile auctions in the film, music, sports and art markets. Julien's Auctions has received international recognition for its unique and innovative auction events which attract thousands of collectors, investors, fans and enthusiasts from around the world. Julien's Auctions specializes in sales of iconic artifacts and notable collections including Marilyn Monroe, John Lennon, Ringo Starr, Lady Gaga, Banksy, Cher, Michael Jackson, U2, Barbra Streisand, Les Paul, Bob Hope, Elvis Presley, Frank Sinatra, Jimi Hendrix, Hugh Hefner and many more.

In 2016, Julien's Auctions received its second placement in the Guinness Book of World Records for the sale of the world's most expensive dress ever sold at auction, the Marilyn Monroe "Happy Birthday Mr. President" dress which sold for $4.81 million. Julien's Auctions achieved placement in the Guinness Book of World Records in 2009 for the sale of Michael Jackson's white glove which sold for $480,000, making it the most expensive glove ever sold at auction. Based in Los Angeles, Julien's Auctions has a global presence bringing their auctions and exhibitions to targeted destinations worldwide including London, New York, Las Vegas, Japan and China. Live auctions are presented for bidders on-site and online via live streaming video and mobile technology.For more information on Julien’s Auctions, go to

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