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cOlnman of the month
Getting down to
business with a
New England Operator
Play Meter ta/h Ihop with
Connecticut operstor
Nei/ Berenh
Neil Beresth, an operator in Wilton, Connecticut
and incidentally a charter subscriber to PLAY
METER, was almost born into the business. His
father operated and still operates a cigarette
vending route, and instead of going on to college
when he graduated from high school, Neil went to
work for his father. "The business was in the
family. Instead of four years in college, I spent the
time out in the field learning it at a very young
age."
.
Eventually he went into business for himself. He
and Frank Gallo formed Cigarette Machine Service
which, when they went into music and games as
well, became Alllied Amusement and then, when
they bought out the larger operation, C & L
Amusement. "When we bought C & L," Neil told
PLA Y METER, "it was much, much larger than our
operation at the time. So we decided to take the
name C & L and we've Just maintained it through
the years. " Today C & L Amusement is a thriving
operation with more than 700 pieces on location.
Neil is married and has four children, two boys
and two girls, their ages ranging from four to
nineteen. He enioys golf, but more he enioys
spending time with his family. "I've spoken to many
old-timers, "he told us, "and one of the things that
seems to be common is that many of them JUst
didn't have time to spend with their families. "Neil's
father spent many a night, he says, out seeing to his
~ locations. "So I'm very, very conscious of being able
W to spend time with my family. "
We talked to Neil at the Music and Amusement
•
~ Association [New York] annual convention held at
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14
"We have to know everything from soup to nuts.
A nd if you don't know, you JUst have to pay for the
brains. "
the Stevensville Country Club, Swan Lake, N. Y.
PLAY METER:How'd you first get started in the
bu ines ?
BERESTH: We were, at first, many, many years
ago, primarily cigarette operators, and we worked
very closely with a music and games operator. Then
he decided he wanted to go into this other business.
o we were in the music and games business; this
wa about fifteen or sixteen years ago. We didn't
nece arily want to be, but once you get your first
location, you just have to continue. All of a sudden
you tart gearing yourself for it.
PLA Y METER: You made a commitment then?
BERESTH: We made a commitment. I must say it
wa probably one of our better move .
PLAY METER: What motivated you to take the
step? You were strictly in vending before?
BEHESTH: Ye . I suppose it was a matter of
protection. If I were to run into competition as far
a my cigarettes were concerned and became
ubject to 10 ing potential cigarette business, then I
could compen ate in game, diversification.
PLA Y METER: You did it initially then to protect
your inve tm nt, or your cigarette locations.
BERESTH: Ye ,and to round out the picture as far
a the location was concerned. I had more flexibility
then in terms of loan : your cigarettes bring you a
very low return , whereas with music and games in
a half-way decent location , your return is much,
much greater. And surpri ingly enough, the outlay
in term of dollars wa n't any greater as a package
than it wa as a ingle operation.
PLA Y METER: How did it work out? What did you