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SANTA CLARA, Calif. - BANG! KLANG! POW!
SCORE! The electric colors of the words flash across the
arcade wall. Color is only the beginning of the dazzle
of the world of arcades at Marriott's Great America Park
in Santa Clara, California.
Great America offers not one but two spectacular ar-
cades! And while the arcades represent a hot spot of
fun for Great America crowds, the arcades also repre-
sent the highest profit making activity in the Park.
Frank Ballouz, national sales manager of Atari, notes
that Marriott's arcade profits are indicative of the eco-
nomical upswing the entire industry is taking. "Our 1976
demand far surpasses any previous year," said Ballouz.
Altogether, 145 coin-op machines reside at the two
Great America arcades. Approximately 25% are pinball
machines, 35% are video, and 40% are mechanical de-
signs, according to Bob Lundquist, group manager of
games for Marriott's two parks in Santa Clara, California,
and Gurnee, Illinois. Another park is being planned near
Washington, D.C. Almost 13% of the machines are man-
ufactured by Atari, Inc., in Sunnyvale, California. More
Atari machines are planned because of their enormous
drawing power and high quality.
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Present Atari games at Marriott include: Jet Fighter,
Crash 'N Score, Pursuit, Stunt Cycle, Tank, Qwak, Indy
800, Touch Me, Track 10, Steeplechase, Grand Track
20 and Ping Pong. "Marriott has selected some of Atari's
highest player attraction games. All of them have built-
in replay appeal," noted Ballouz.
"Atari is simply the best video equipment you can
buy," says Lundquist. "When budget permits, we're look-
ing to increase our inventory of Atari games," he added.
Lundquist attributes the phenomenal success of the
two arcades to their locations at the park and to people
who come looking for fun and ways to spend money.
"About 40% of the total daily park attendance comes
through the arcades," says Lundquist. On a good sum-
mer weekend, as many as 30,000 people a day find fun
at the park.
The first arcade, CIRQUE ELECTRIQUE, can be found
in the Orleans Place section of the Park. Although the
quaint streets, charming shops and French New Orleans
setting contribute to the atmosphere around the arcade,
the arcade decor and machines are not themed.
"Disneyland is the only arcade location that has themed
games. Although I believe environment and atmosphere
are extremely important in some arcades, I really don't
see any purpose in themeing our games to a particular
motif right now," says Lundquist.
In reference to game themeing, Atari's Ballouz said
that Atari has just recently introduced an adaptable
Kiosk, which is custom designed to reflect and enhance
each particular location. "We expect to see this trend of
image identification grow in parks, malls and rapid tran-
sit sites."
Bold wall graphics, plants and 76 games in a spacious
angular room prov ide atmosphere for the players
at CIRQUE ELECTRIQUE Arcade. Grabbing the atten-
tion in the center of the arcade is Atari's huge TANK
game for eight players. TANK 8, one of the most popu-
lar games at CIRQUE ELECTRIQUE, offers lots of player
competition, group action and excitement.
When you visit the County Fair at Great America, you're
sure to see the arcade action at the GAMES GALLERY,
Great America's other arcade.
Surrounded by a carnival motif and decorated with
bold graphics, the County Fair offers 69 games with
Atari's eight player Indy 800 game in the center of the
floor. "Indy 800 is a racing game that can't be beat for
strong player appeal. It's got everything," said Lundquist.
Lundquist added that both the New Orleans Place and
County Fair sections of the Park are popular and receive
much traffic. "People can't miss seeing the arcades and
naturally wander in. That's the difference between a Park
arcade and a conventional arcade. People are simply al-
ready here for fun," says Lundquist.
In addition to CIRQUE ELECTRIQUE and the GAMES
GALLERY, Marriott's Great America also intends to
create a third arcade for a new section of the Park now
in the planning stages. Having a Southwestern/Mexican
motif, the section wil l include an arcade of similar size
and decor to the other existing two. The new South-
western/Mexican section should be completed by sum-
·mer 1978.
In maintaining the two arcades, Marriott is, in a word,
self-sufficient. All repair work except printed circuit board
repair is done on the premises by a permanent service
staff of three. A part-time crew assists during summer
months.
Lundquist notes that each arcade always has one to
three maintenance/service people on site. One or two
cashiers to assist players also man each arcade.
"For care-free service, all of Atari's machines include
exclusive Durastress™ tested solid state electronics, lock-
ing cash box, and hinged coin door. Atari's I nstapart™
24-hour parts turnaround service is also available from
Atari distributors everywhere", said Ballouz.
To deter vandalism and control the number of main-
tenance personnel, a closed c ircuit television surveys
each arcade during business hours.
Future plans for Great America's arcades include more
video display games, especially Atari games, more live
plants for decor, a th i rd arcade, and possibly a year
'round season according to Lundqu ist.
Great America's present season schedule is: daily from
Memorial Day to Labor Day; weekends from Labor Day
to Thanksgiving; closed from Thanksgiving until Spring.
The image of coin-op games is changing for the bet-
ter, according to Lundquist. "The games are becoming
accepted as real family entertainment. Great America
proves it," he added.