Operator
of the '80's
This issue's "Operator of the
'80's" features two unique loca-
tions where video games have
been very successful in increas-
ing customers, publicity, and
profits. These locations, a used
book and collectibles store and
a restaurant, were also the sites
of recent world record scores
achieved on Asteroids TM and
Missile Command™.
Dick Statler, of West Palm
Beach, Florida, has been in the
used books and collectibles busi-
ness for 22 years. He has owned
and operated his present store,
Family Book Trader, Inc. for the
past five years. It's a good busi-
ness in these inflationary times,
since he deals in used merchan-
dise. Customers also purchase
collectibles as a hedge against
inflation. The Family Book Tra-
der's typical customer is male,
18-35 years old. This makes the
store an ideal location for video
games.
Six months ago, Dick decided
to place an Asteroids machine in
his store. He had played the
game and, "It got under my
skin. I kept wanting to beat the
machine and finally decided to
put one in my store." He con-
tacted Entertainment Devices of
Florida, Inc. who placed and ser-
vices the machines. Dick now
has 3 video machines, and plans
to add 3 more in the near future.
Rick Larson, age 24, had
been a regular customer of
Dick's. He would come in and
play Asteroids for hours, and
seemed to be an exceptional
player. Dick phoned Atari to find
out the world's record on Aste-
roids. He then approached Rick
Atari, Inc.
1265 Borregas Avenue
Sun nyvale, California 94086
with the record, 17,000,000
points, and together they deci-
ded Rick could probably beat it.
Dick contacted local radio, TY,
and newspapers about Rick's at-
tempt to become the world's
champion on Asteroids. The
game began at 10:30 am on
May 2, 1981 . It ended 34 hours
and 55 minutes later, with a
score of 21,184,000 points- a
new world's record ! It took a lot
of effort to organize the world
record attempt and bring out the
media. But the tremendous ex-
posure Family Book Trader re-
ceived was well worth it. Dick is
certain that he has more cus-
tomers as a result of the media
coverage of Rick's victory.
Dick is a firm believer that the
best promotion for any business
is continuous excellent service
for the customer. He feels that
"most businesses today fail to
give service and personal atten-
tion to the customer. They are
only concerned with the number
of customers" and therefore ali-
enate repeat business. Dick's
operation is family-run, and he
takes delight in getting to know
his customers as individuals. As
a result, his most successful ad-
vertising has been word-Of-mouth.
The only business problem
encountered with his games was
the influx of young children in
the store when the games were
first installed. He quickly learned
that by enforcing a few rules the
children have been well-behaved
and not a problem.
Would Dick recommend that
other small businessmen install
games in their stores? "Most de-
finitely. The games pay our rent.
It's hard at times to make ends
meet, but without the games it
would be much more difficult. "
The Filling Station Eatery in
Pensacola, Florida, is a casual
24-hour restaurant, specializing
in homemade chili, hamburgers,
and salads. Managed by Ms.
Trish Kelly, the restaurant just
completed its first year of busi-
ness. As well as serving good
food, the restaurant provides en-
tertainment for its customers in
a game room adjacent to the
dining area. The restaurant
draws a wide range of custo-
mers, including teenagers, young
adults, and families. There are
presently 5 video machines
available for customers to play.
One such customer is Mr. Jody
Bowles, 27 years old and an
avid Missile Command player.
"Jody would come in and play
Missile Command several times
a week, " Trish explains. "He
kept practicing just to see how
long he could go. Jody studied
the game, trying to beat it, to an-
ticipate what would happen next
on the screen. The game would
eventually beat him by doing the
unexpected the longer he played."
On April 27, 1981, Jody deci-
ded to put all his energy into
beating Missile Command, and
at the same time attempt to
break the world's record. The
game didn't end until April 28th.
After 30 hours of continuous
play, Jody had achieved an as-
tounding 41,339,845 points,
smashing the previous record of
6,373,305 points. Although Trish
did not actively pursue media
coverage, the local newspaper
got word of the story and came
out to cover it.
Video games were originally
placed in Filling Station Eatery
as an attraction and to give the
customers something to do
while waiting to be served. Du r-
ing the past year the games
have become a big success and
an integral part of the business.
The only trouble Trish has had is
keeping enough quarters on
hand to make change for all the
players. She recommends that
other restaurants extend their
businesses by incorporating
games. '' It must be done in the
right way, depending upon the
class of restaurant. If the games
are put in a separate area, so as
not to disturb customers who
want a quiet meal, they can be
very successful."
Asteroids
Deluxe™ Decals
Available
Now available in limited quan-
tities for display in location win-
dows are Asteroids Deluxe de-
cals. These dynamic full color
decals make attractive window
displays and draw attention to
your location. They also inform
players that you have the excit-
ing Asteroids Deluxe video game.
To order your Asteroids De-
luxe decal, simply get in touch
with Atari's Coin-op Customer
Service Department at 1105 N.
Fair Oaks Avenue, Sunnyvale,
CA 94086.
First Class
U.S. Postage
PAID
Sunnyvale, CA
Permit 317
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ATARI®
C,A Warner Communications Company
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