Auction Co. Grows From Humble Roots

A family grows a business step by step over two generations.

Fri February 21, 2014 - West Edition
Construction Equipment Guide

Roller Auctions is located at 7500 York St., Denver, Colo., 80229.
Roller Auctions is located at 7500 York St., Denver, Colo., 80229.

David Roller’s, founder of Roller and Associates, first desk was two filing cabinets and an overturned door in the basement of his house.

Headquartered in Denver, Colo., Roller and Associates Inc., was founded in 1976 by Roller after a shift in careers caused him to look into the auctioning business.

Today, the company is run by his son Dayton Roller.

Dayton grew up in the business doing everything including running sheets, labeling brochures, cleaning the facilities and setting auctions. After attending college at Colorado State University Dayton pursued a career in public accounting with PriceWaterhouseCoopers.

After years of performing audits for many technology and mining companies, including two that were taken public, Dayton went to work for one of his clients in the telecom industry. In 2002 Dayton decided to pursue a career in the auction industry and in 2010 Dayton took over as CEO and president of the company.

The biggest changes over the years for Roller has been the inclusion of the internet in the auction process. In 2002 there was very little internet participation. Now, in 2014 the company expects more than 90 percent of its auctions to be conducted internet only with another 9 percent being live simulcast auctions and the other 1 percent being its impounded vehicle auctions with cities that do not currently allow internet bids.

Roller Auctions specializes in auctions for secured creditors, bankruptcy trustees, government agencies, business owners and more. For these entities Roller conducts more than 150 auctions per year both at its 13-acre site in Denver and at seller locations. These auctions are conducted both via online and live simulcast formats.

Roller was recently recognized by CoBiz Magazine as one of the top 250 private companies in Colorado and number one under 30 employees.

Roller Auctions is located at 7500 York St., Denver, Colo., 80229.

For more information call 866/515-1668 or visit

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