LOCATION PROFILE-GAME
CENTER IN RETAIL STORES
Retail stores are now becoming aware
of the profitability of having a separate
game area in their locations. "Profit per
square foot" is the major selling poim
and can be applied in all types of retail
outle ts from food to general merchandise.
Kent Knudsen, a progressive operator
in Utah, has successfully placed games in
a chain of discount department stores. He
started operating kiddie rides at the
Grand Central Stores four year.. ago.
Shortly after video games were
introduced he began adding them in the
entrance area of the stores and realized
the excellent potential for high profits.
About one year ago, the Grand Central
Chain began designing a separate Family
Game Center near the entrance of all
their new stores. Each store has an
ave rage of 4 to 6 games.
rearrangement, not a reduction of
merchandising area."
The executives at Colonial are
en1husiastic about the concept of game
areas in their stores. They feel that the
added income from the games is
substantial and the young people playing
the games will also make additional
purchases in their stores. In addition to
increasing potential profits. Mr. Hawkins
said, "This is now a mini-entertainrnem
center in a neighborhood setting, in a
healthy environment."
These are two examples of successful
game operation in retail stores whe{e a
separate game area has been designed. It
is a profitable concept for both the store
and the operator. Although there arc
many retail outlets with games, there arc
many more potential new locations where
this idea can be implemented.
TO THE
COIN-OP PEOPLE
" If a store has high volume and will
~;;;,id;r:fe~~1I~orn~!e f~;~~:~nacta{ti~
can be a high income location for
operators," said Kent Knudsen. He noted
that moving the games away from the
entrnnce area can reduce collections as
much as 40"/4. "But you can't just take
'old junk' out of an arcade and expect it
to earn large dollars. You need to go in
wi th good equipment like Sprint 2™ or
Drag RaceTM. These locations warrant
good games and the income will
substantiate the investment," he adds.
Mr. Knudsen indicated that driving games
and fast action games have been the best
for him over the long term .
An article in the July/ August issue of
Convenience Stores Magazine feat ures a
smal! chain store in Texas, Colonial Food
Stores, who have remodeled their stores
to include a separate game room. Ray
Hawkins, President of Colonial, indicated
that the income from the games covered
the cost of remodeling in less than three
weeks. Hawkins also pointed out that the
addition of the game room is "a
On June 27th Atari, Inc. celebrated
its fifth birthday. We are proud of our
accomplishments i11 the coi11-op indus-
try over the past years.
I would like to take this oppor-
llmity to thank all of you i11 the
industry who ha~·e comributed to our
success. We sincerely appreciate the
distn"butors, operators, service tech-
nicians a11d others who have supported
Atan" and our products in the past
five years.
Si11cere7.
--1~~~
Nolan K. Bushn"ell
Chairman of the Board
PUBLIC
RELATIONS COUNTS
C. A. Robinson Co., Los Angeles,
received recognition for a game donation
to a San Diego Elementary School. Touch
MeHI and Pong TM games were donated
for use in a Special Education Program
for students in 1st through 6th grades. It
is evident that these youngsters benefited
from the game. Mrs. Cecelia Davis,
Special Education teacher, wrote, "The
children not only had fu n, but improved
(Cominu rd on back pag~J
BRAD~
REPRESENTS ATARI
IN VIRGINIA
Brady Distributing Co., Charlotte ,
North Carolina , has expanded its sales
territory to represent Atari in the stale of
Virginia as well as North Carolina. Brady
has appointed Bill Carnohan as their Sales
Representative in Virginia. He is based in
Richmond.
" Bill has a strong background in
markc1ing and sales of coin-op products,"
said Jon Brady. " Being active in the .,_.,,
Virginia trade associat ion together with
his 2½ years with Rowe International in
that area, we are confident that he will
enhance our sales efforts in the Virginia
area," he added.
Brady has been an Atari distributor
since 1973. They have been in the
distributing business for over thirty years.
Brady has excellent service and parts
support for their operators and are
respected for their outstanding perform -
ance as a distributor.
Frank Ballouz, Atari's National Sales
l\·lanager, said, "We are pleased to have
Brady Distributing representing Atari in
Virginia. They have been an excellent
distributor in North Carolina and have
introduced many operators to our prod-
uc1s; 1 know this will con tinue in
Virginia."
WHAT IF ...
A GAME ROO M WAS ESTAB-
LISHED
IN
THE
EMPLOYEE
LOUNGE OF A CORP ORAT ION
ADJACENT TO THE CAFETERIA-
MAN Y LA RGE V ENDING OPERA·
TORS ALSO OPERATE GAMES.