Today is the auction of The New Frontier (see the post prior to this one for details). As mentioned, there have not been any signs at The New Frontier which advertise that an auction is taking place. You either "know" that The New Frontier is having an auction today, or you do not.
Not advertising the auction of The Frontier, on the property of The Frontier, differs from how the auction of The Stardust, just up the block, was handled less than a year ago.
At The Stardust, various banners and signs were put up which promoted the auction. And it was the very same company which was handling the auction.
Perhaps Great American feels that they have enough salvage type businesses on a list created from those who purchased at The Stardust auction.