The six-day Magic Millions Gold Coast Yearling Sale in Queensland, which commences today, has worked its way to the top of the pile in Australia, and for good reason.

Basically, it is because it transcends the boundaries of what essentially is a highly technical area of expertise -- that of sifting through a thousand young horses, attempting to gauge their potential -- and makes the whole business appear glamorous.

Of course, if you happen to buy or sell a mega-champion such as Winx, or the Golden Slipper or Magic Millions Classic winner, then it is unquestionably glamorous.

But there are other factors that will see the focus switch to these sales this week as the 816 lots in Book 1 go through the ring on the first four days.

Gerry Harvey, co-owner of Magic Millions, believes it is all about promotion outside the racing 'bubble.'

"This is an event," Harvey told me as we watched several yearlings from the Widden Stud draft paraded in front of potential buyers.

"People are excited. People, who have never been in a horse in their lives are now coming into syndicates. And there are big syndicates and small," he explained.

"Global Glamour is a good example. She sold for $65,000 to a syndicate of 35 women.

"They are all going to buy again this year. And why wouldn't they? They love it," he said.

Global Glamour, trained by Gai Waterhouse and Adrian Bott to win Caulfield's 1,000 Guineas last October, is owned the 'Its All About The Girls' syndicate, put together by Elaine 'Legs' Lawlor and Anna Seitz.

It was a fairytale outcome to win a Classic, and an inspiration to would-be purchasers.

"That sort of promotion is fantastic. You are building the event," Harvey pointed out.

Also helping to build the event was the inaugural International Polo match earlier in the week, which featured celebrities such as Mike Tindall and Zara Phillips. "The bush (country) came to town. It was a great social event.

"Every year we try to add something to make it more appealing. The media coverage we have had is enormous," he said.

The quality of this year's catalogue is exceptionally high, but Harvey was reluctant to tip who would be the top lot.

"It's the best catalogue ever -- that's the feedback we are getting -- but all I care about is getting a lot of horses sold in that $100,000 to $400,000 bracket because that's where the market largely is, not in the $500,000 to $1.5m range.

"What we want to sell is a lot of horses in that 100k to 400k band, and if we do that, we are going to get a lot of good horses coming out of this sale. Around 70% of our horses are sold in that band. There are not many above $500,000 and not many under 50k," he pointed out.

The stage is set for another week of exchanges between the most powerful players in the bloodstock world Down Under.