Coin Machine Review (& Pacific ...)

AN
DiD ~I JJJ1E;]
TELLS HOW
By CHARLES P. RODMAN
50-d
COIN
MACmNE
REVIEW
If you ask anyone in South Dakota
what man in the state has made the
greatest success in the coin machine
game, invariably the answer will be
"W. C. Fairbanks of Sioux Falls." If
such is the case it is worth finding out
who Fairbanks is, and how he has es-
tablished the success generally attri-
buted to him.
He first began as a salesman for the
old Regina music box. When , in 1900,
that gave out as an amusement feature ,
he entered the coin machine game as
an operator. He has added equipment
steadily until now he is the largest oper-
ator in the state of South Dakota. And
here is the beauty of it-he is never in
trouble as a result of trying to buck the
law.
Fairbanks operates all legal machines,
but before he "stocks up" you may be
sure he has tried the equipment and
found it a profit maker. And he makes
no bones in saying he does make a
profit. In fact his bank book shows that
in more than one month of 1937 he gath-
ered in $10,000. Of course such figures
as that represents total income, and
Fairbanks isn't telling how much of it
went for operating expenses.
Another notable thing about Fair-
banks is that his daughter, Mrs. Lillian
Gifford, is associated with him. There
are some who insinuate that she is the
real power behind the throne. Be that
as it may , the two of them make a team
Pictured above is the operating
headquarters of W. C. Fairbanks
& Co. in Sioux Falls. The photo
at ihe right shows a two hour
catch of trout, the smallest 4
pounds and the largest 6 pounds.
Mr. Fairbanks is on the right.
that is hard to beat. Undoubtedly it is
to the sharp-seeing eye of Mrs. Gifford
that so many of the locations have made
good. She generally spots the location
and almost invariably it turns out to be
a winner.
The two members of the W. C . Fair-
banks Co. have found that better tav-
erns and night clubs are the best loca-
tions for music boxes. And Mrs. Gifford
insists that the locations do just a little
more than ordinarily might be expected
of them. They are required to dust the
machines off every morning and night
and keep them looking attractive. That
means a heavier cashbox, and makes
profits for both the location and the
operator.
Just now Fairbanks finds the best rec-
ords are swing tunes-not the "hotsy-
totsy " kind, but those with good rhythm.
A frequent change of records is always
welcomed by the public and this opera-
tor gives all that is desired and has kept
the public with him.
Another requirement is that machines
always be kept in good repair. Other-
wise they lose, and the loss makes itself
felt for a long time , if not permanently.
Three men in the repair shop at Sioux
Falls do nothing but keep the music ma-
chines in good shape. Mechanics must
know their business, of course, for Fair-
banks is a stickler for good workmanship.
This trait is evidenced by his selection
of ·collectors, too. Route men must, first
of all, be men of good
principle and must
have a known honest
record. Another quali-
fication is that they
must be married and
must be at least 35
years of age. Why?
Because experience
has shown they are
worth more to the
firm. Pleasing person-
ality is one of the
major qualifications.
Asked what he considered a "good
location,'· Fairbanks responded, "Well,
in the city we have machines taking in
$150 a week and that is rather above
the average. The small town machines
do not stand so high , but still they are
just as productive of profit, for they do
not require the work and labor to keep
in repair as a rule."
Employment of loyal collectors is one
of the big factors contributing to the
success of the Fairbanks Co. Any time
a route weakens the collector immedi-
ately takes off his coat and gets busy.
He will go hunting for better locations,
new locations, bolster up the old loca-
tions , and, in short, do everything pos-
sible to make it a paying proposition.
For this he is allowed five per cent of
the revenue , which is paid every six
months, and usually amounts to a neat
little sum. This is in addition to a regu-
lar monthly salary.
It is not all work with Mr. Fairbanks.
He is past seventy and feels entitled to
some pleasure now and then. One of
his greatest joys comes in spending the
time with his two great-granddaughters.
He also delights in accompanying vis-
itors through his IS-room office building.
When he wants a real rest he hies him-
self to the lakes of northern Minnesota
for a week of good fishing. "And you
can tell 'em I alway s get a good string
of finny beauties, too," he says, and
furnishes a photograph to show what an
"ordinary" catch means.
" Us e discretion, conduct your busi-
ness strictly legitimately, make it a real
business proposition and then use all
the common sense and energy you have
and success can be attained in the coin
machine field ," was the parting advice
offered by Mrs. Gifford, Fairbanks'
daughter and associate.
And it must be right, that formula, for
the pair have certainly made the busi-
ness of W. C. Fairbanks Co. a real
success.