OPERATOR OF THE '80s
Meet the Andersons ...
No, not Jim, Margaret, Betty, Bud and
Cathy of television fame, but Bill, Vel,
Russell, Bobby and Cathy of Trail, British
Columbia-a 2 ½-hour drive north of Spo-
kane, Washington. Stars in their own right,
the Canadian Andersons operate a busy
3,000 square-foot gameroom/snack bar
that lights up the rather out-of-the-way com-
munity with an element of fun and flair for
which it was named~'Electric Pazzaazz."
Dad Bill, an electrical contractor by trade,
and Mom Vel, a successful real estate
agent, became concerned 3 ½ years ago
about their children becoming teenagers
and how they would choose to spend their
free time. They realized they should do
something and decided to open an arcade
-not only so the offspring could enjoy
themselves but to give them access to
computer technology as an added incen-
tive. The atmosphere they have created is
actually a "family room" or "den."
Other parents in Trail have welcomed the
Andersons' efforts and are pleased with
the clean image of the location where the
proprietors work hand in hand with the po-
lice. It is strictly a family-run organiza-
tion-all three children help-with Vel's
brother, Wayne Thurber, adding his part.
The snack bar side, decorated with an-
tiques to give an old-time look, offers sub-
marine sandwiches, hot dogs and soft
drinks while the gameroom includes 28
coin video games (both upright and cock-
tail), 7 pinball games, 5 foosball and 3 pool
tables. Besides the small cocktail tables in
the eating area, a number of tables are set
around the playing room to provide pa-
trons with a place just to sit and gab. The
intent is to create an enjoyable en-
vironment where young people will feel
comfortable to gather and socialize.
A Promotion A Day Keeps The Hum-
drums Away
Bill and Vel are firm believers in the power
of promotion. A 4' x 8' scoreboard for all
video and pinball games will soon need to
be enlarged. A running high score for
each game awards the weekly top
achiever $2 in free tokens and the monthly
winner $5. The coin changer sometimes
pops out colored tokens worth an added
value in exchange for regular ones. Prear-
ranged birthday party or handicapped
groups also receive special bargains. And
world record holders, registered with the
Twin Galaxies International Scoreboard of
Ottumwa, Iowa, are given $10 worth of
tokens, an imprinted game T-shirt and
plaque. Electric Pazzaazz boasts of the first
female entry on the Scoreboard in April.
Vel contends that the real "clincher" in
the promotion picture is their "5 tokens for
$1" policy in conjunction with the fact that
they have set all video and pinball games
on one token since the beginning of the
year. ''This keeps a steady flow in all of our
cash boxes. Particularly on weekends,
while waiting to play the busier games,
players will fill the time on other games."
Most operators in Canada are placing new
machines on the 50 cents mode because
of the prevailing economic situation.
C.A.T. Scanner Charity Captivates
Playing Contributors
During the four-day Canadian Thanksgiv-
ing weekend (October 8-11) of 1982, Elec-
tric Pazzaazz remained open 24-hours-a-
day to raise $3,000 toward the purchase of
a C.A.T Scanner for Trail Regional Hospital.
The Computed Axiom Tomography Scan-
ner is a diagnostic x-ray tool that takes pic-
tures of the body in layers. Although the
Andersons rely primarily on word-of-mouth
advertising, they did promote on the radio
and in regional newspapers for this charity
event. Players challenged radio station per-
sonalities and the local Royal Canadian
Mounted Police for $1 a crack. There was
record-making activity round the clock as
well as marathon foosball competition.
During the holiday weekend, a costum-
ed character called "Scanner the Cat" cir-
"Scanner the Cat" and a nurse from Trail
Regional Hospital helped pass basketfuls
of goodies out to children everywhere.
Corporal Nat Lloyd of the Royal Canadian
Mounted Police participated in the fun dur-
ing the Thanksgiving fund raiser by allow-
ing the public to challenge him at any game.
culated around town posing for pictures
with the hospital staff, local merchants,
shopping mall customers and even pub
patrons-and collected donations off the
streets. A special drawing contest for chil-
dren had them entering their best rendi-
tions of Scanner the Cat. A twice-nightly
auction-supported by neighborhood re-
tail merchandise donations and gift certifi-
cates-drew in its share of contributors.
Between the milestones, though, daily
efforts must continue . . . as of early April,
Electric Pazzaazz is the proud sponsor of a
slow pitch ball team. continued on next page
Atari Welcomes Frank Pellegrini
Frank Pellegrini, our new Midwestern Re-
gional Sales Manager, describes Atari
Coin Op as an "aggressive, young, dynam-
ic company'!.-the exact same qualities that
we in turn attribute to this 27-year-old go-
getter. You'll find him "on the road" with a
firm direction in mind as far as the market-
ing and sales of Atari coin video games.
Born, raised and-if career opportuni-
ties permit-forever residing in Chicago,
Frank graduated from Northern Illinois Uni-
versity with a Bachelor of Science degree
in Business Marketing. Older brother Ed,
who was recently promoted to Vice Presi-
dent of Sales for Bally Midwest, introduced
Frank to the industry five years ago, result-
ing in an impressive background experi-
ence with Empire Distributing for the
younger sibling. Frank's first responsibili-
ties were local and national vending ac-
counts, including Show Bizz Pizza, Mar-
riott's Great America, and Malibu Grand
Prix. He then became a games sales rep
for the firm and developed quite an affinity
for the exciting, fast-paced, state-of-flux
nature that describes our business.
'What keeps my interests so high in coin
video games is that the change we see is
so rapid," Frank confesses. 'Vending pro-
ducts are virtually constant from year to
year. However, in the game industry, we're
dealing with a totally new product each
time." His extensive marketing exposure
has convinced him of the strong need to
not only sell- but market-every game re-
lease. "Not even a Pole Positon* really sells
itself. But- fortunately- Atari is one of the
leaders in the industry to put into effect a
firm marketing policy." Another factor influ-
encing his move to Atari is the tremendous
respect he has for Jerry Marcus, our Exec-
utive Vice President of Sales and formerly
of Bally Midwest.
So- with his double-edged business
sense-why does Frank stay in sales rather
than move laterally into marketing per se?
"I like the frontline opportunities I encoun-
ter out in the field" is his honest and hum-
ble reply. Watch out for this latest addition
to our "A" Team. Frank is going to take the
ball and run with it all the way!
' Pole Position is engineered and designed by Namco Ltd ..
manufactured under license by Atari. Inc. Trademark and
© Namco 1982.