Operators of the Eighties
May Profile: Raiph Winfield
-
Burnaby,
This month’s Operators of the
Eighties introduces Ralph Winfield
Ralph’s company
is
B.C.,
highly estab-
the company as a whole, rather
than just a product,” Ralph stated.
He further stresses the impor-
tance of flexibility. “Throughout
the years, opportunistic operators
were the ones who adapted to
changing trends with an open mind.
The bluest change I’ve seen is the
transition to highly professional
operating procedures, particulary
lished and one of the largest in
Canada, operating over 1000 pieces.
The company’s route operates with-
in a 200 mile radius of Burnaby in
addition to a “country” route 900
miles away. Ralph Automatic
operates in almost every kind of
street location and also supplies
equipment for a chain of seven ar-
cades.
in
UNDERSTANDING THE
CANADIAN MARKET
terms of bookkeeping methods,”
he noted. Ralph’s company now
utilizes computerized accounting
records to monitor and document
average earnings, down-time, pric-
ing, and other factors that assist in
financial assessments.
Ralph’s business philosophies
evidence a thorough evaluation of
the marketplace.
He emphasizes
several variables which differen-
tiate the Canadian market from that
of the U.S.
• The size of the Canadian popula-
tion is significantly less than that of
the U.S. and also more sparsely
populated. As a result, he has a vast
territory to cover and his travel
costs are high. To minimize equip-
ment downtime, his staff is techni-
cally qualified to implement on-the-
spot repairs.
• Equipment costs are 40% higher
due to Canadian duties and tariffs.
Labor costs are also higher in
Canada. To recover his high over-
head and extreme costs, it is essen-
tial to maximize returns by taking
progressive steps in game pricing
and split percentaging. Many of his
games are priced at BOC/play and he
Canada
tors. “Of primary importance is the
emphasis we place on service. By
providing maximum service with
the latest methods, we are selling
of Ralph Automatic Coin Machine,
Ltd. With 15 years in the business,
utilizes the multiple coin options as
well. Ralph also breaks away from
the traditional U.S. split of 50-50 by
initiating 60-40 splits with his loca-
tions.
*
A
conservative attitude toward
coin games prevails in Canada. Pin-
ball was legalized only three years
ago and the public acceptance has
been gradual. Ralph makes exten-
sive efforts to stimulate awareness
and interest in games. His locations
are encouraged to initiate tie-in pro-
motions and in most cases, he bears
part of the cost.
SUCCESS FACTORS
With the many years of his ex-
perience, Ralph can attribute his
successful business to several fac-
FUTURE OUTLOOK
In response to the upcoming
trends he foresees, Raiph com-
mented, “The industry is beginning
to turn towards a volume business
in order to
and
become more
lucrative
to justify the rising costs of
and the loss of the
operating
quarter’s buying power.” In the
meantime, Ralph Automatic Coin
Machine, Ltd. will continue to seek
untouched locations with hopes of
expanding the player base.
Atari commends Ralph Winfield
for his progressive approach in the
coin-op business. His ability to
assess the marketplace and adapt
according to current and foreseen
changes is sure to result in his con-
tinued success.
I
Atari, Inc.
1265 Borregas Avenue
Sunnyvale, California 94086
Bulk Rate
U.S.
Postage
PAID
Sunnyvale, CA
Permit 317
A
ATARI