UP FRONT
Actions confirm revitalization
Since the AMOA show much has been said
about the optimistic attitude threading its way
through the industry , and it would be overkill to
mention it again . Nevertheless , there are things
happening in the coin -op industry that are confirm -
ing the industry's revitalization with actions , not just
talk . People who have been in the industry working
for various companies now are making commit-
ments to the industry by starting or expanding their
own companies .
It may not seem momentous for new companies
to crop up since it happens quite often in all indus-
tries. But that knowledgeable industry veterans , not
new investors unfamiliar with the industry, are
coming back into the business- a business that has
seen many companies fold - is significant .
Ed Pelligrini and Jerry Marcus of Atlas Dis-
tributing Company in Chicago began more than a
year ago to put together a distributing company .
Both had years of experience working for distribu -
tors and manufacturers, but the odds were aga inst
them . The industry was declining , the economy was
unstable, and the two were trying to succeed in
Chicago , where Atari Distributing had failed
previously .
Despite the odds , they decided to do what they
do best in an industry they knew well , to offer
customers what they needed at a fair price and then
back it up with the best service possible .
Their plan worked , and Jerry Marcus shared his
secret. It simply is making promises you can keep to
customers and then keeping them . Atlas emphasizes
the personal touch so long ago misplaced or lost
altogether.
Ed and Jerry recently hosted a customer-
appreciation dinner , and nearly 400 people
attended . Those people represented a group that
believes the industry can support new businesses ,
and welcomes them .
But there are similar examples in all segments
of the industry .
Steve Henderson , formerly with Southwest
6
Vending , started Operator's Distributors on the
same premise - be true to your customers.
Brady Distributing is expanding into Tennes-
see , a move confirming its belief in the industry .
In manufacturing , Capcom of Japan has
deemed the industry worthy of a U.S. offi c e to
market equipment besides licensing games to other
companies.
Even Sega , which at one time thought it better
to sell than to continue operations , now believes the
market is ripe for introducing product such as its hit
Hang - On .
Stan Jarecki , Dave Marofske , and Hank Ross ,
who admit to about 100 years of experience among
them , have announced plans to produce some
exciting products through their new manufacturing
company, Grand Products . They stress the impor-
tance of starting out small with little overhead and
re investing profits into product . With the experience
the company has behind it , the chances are good
that Grand Products will succeed .
Premier Technology , built on the foundat ion of
Coca- Cola-owned Gottlieb-turned- Mylstar, began
in the coin-op industry only a year ago . Those who
invested in this small company knew the industry
and would not have ventured into a business they
felt would fa il. And it's done anything but fa il. It's
past few products have been right up there w ith the
b ig g uys on the equipment charts .
It' s said that when a large company goes o ut of
bus ines s it reflects poorly on the whole indu stry. I
hope the reverse is also true - when knowledgeable
industry veterans commit their own money to a
business it reflects well on the whole industry , and
everyone sees that the industry is once again a good
one in wh ich to invest .
Valerie Cognevich
Editorial Director
PLAY METER. December 15. 1965