In 1964 – the same year the Beatles stormed America on The Ed Sullivan Show – the Chrysler Corporation, in partnership with Southern Auto Auction in East Windsor, Conn., established the first used-car auction. In celebration of the 40-year partnership, DaimlerChrysler's Chrysler Group and Southern Auto Auction held the largest closed-factory auto auction in Chrysler's history on April 18 and 19. A record 2,004 Chrysler, Jeep, and Dodge vehicles were offered for sale on four lanes of the 18-lane facility. The festivities began on April 18 with a 1960s theme party, held at the Basketball Hall of Fame in Springfield, Mass. The gala featured a re-creation of The Ed Sullivan Show, including the leading Beatles tribute band, Strawberry Fields. The anniversary celebration culminated with the auction event on April 19. The Southern event was the first of several special auction sales events the Chrysler Group has planned in 2004 to commemorate their 40 years in the remarketing business.