We study the sale of operating assets when the seller retains a financial stake and privately observes how valuable the asset will be under different buyers, developing a first-price scoring auction in which allocation depends on both bids and buyer suitability. Seller discretion in allocating the asset creates two opposing bidding incentives: downward bid shading and a novel "winner's blessing,'" under which winning reveals favorable information about a bidder's own fit. Discretion always improves allocative efficiency but typically lowers seller payoff when bidders are few while increasing it with rising competition. Finally, disclosure eliminates the winner's blessing, weakens bidding, and therefore reduces seller payoff.