Up Front
Front
Up
llGGIHG
IHll CRAN
CIAHES
DIGG
ING INTO
ES
A
A
ccording to Chinese astrology, 1987 will
ccording
to Chinese astrology, 1987 will
be the Year of the Cat. According to
be the Year of the Cat. According to
coin-op soothsayers, 1987 will be the
coin-op soothsayers, 1987 will be the
Year of the Crane. In fact, the 80's
Year of the Crane. In fact, the 80's
may be a whole decade of cranes. From a production
may
be
a
whole
decade of cranes. From a production
standpoint alone, with 24 companies turning out
standpoint
alone, with 24 companies turning out
USA-made or imported cranes, this product line
USA-made
or imported cranes, this product line
represents a large portion of game equipment on the
represents
a large
equipment
on the
street. Cranes
are portion
a force of to game
be reckoned
with.
street. Cranes are a force to be reckoned with.
There's no mystery to the appeal of cranes. First,
There's
no mystery to the appeal of cranes. First,
they are proven money makers. Let's face it, we're
they
are
proven
money makers.
Let's face
it, Any
we're
this business
business to to turn
turn a a decent
decent profit.
profit. Any
all all in in this
equipment that has "legs", and cranes fit that
equipment
that has "legs", and cranes fit that
description, is worthy of operator attention.
description,
is worthy of operator attention.
Clearly, operators have diversified over the last
Clearly,
operators
have diversified over the last
two years, which brings us to point number two.
two
years,
which
brings
to point
number two.
Cranes fit in neatly with us this
diversification.
The
Cranes fit in neatly with this diversification. The
equipment is not dated; it's as fresh as the prizes
equipment
is not dated; it's as fresh as the prizes
inside, as has been stated many times over. No one
inside,
as has been stated many times over. No one
can pass colorful, well-lighted and well-dressed cranes
can
pass colorful, well-lighted and well-dressed cranes
without taking a second look. It's difficult not to like
without
cranes. taking a second look. It's difficult not to like
cranes.
Plus, cranes and rotary merchandisers are available
Plus,
cranes and rotary merchandisers are available
in a variety of sizes and cabinet styles from
in countertop
a variety to
of super
sizes and
cabinet
from giant
singles
on up styles
to the
countertop
to
super
singles
on
up
to
the
giant go in
six-player--one to fit every pocketbook. Cranes
six-player
--
one
to
fit
every
pocketbook.
Cranes
go in
any type of location, from arcades to street spots
any
type
of
location,
from
arcades
to
street
spots
like truck stops and c-stores. The ranks of prize
like
truck stops and c-stores. The ranks of prize
suppliers have grown rapidly to accommodate the
suppliers have grown rapidly to accommodate the
enlarged crane market, making a wide variety of
enlarged
crane market, making a wide variety of
prizes readily available.
prizes Lastly,
readily
and available.
importantly, cranes appeal to all age
Lastly, and
importantly,
cranes appeal to all age
levels
and
will
continue to do so. From young to
levels and will continue
to do so. From young to
old, and all stages in between, the child in each of
old,
and all stages in between, the child in each of
us cannot resist cuddly stuffed animals or an
us cannot resist cuddly stuffed animals or an
opportunity to win a prize for our loved ones.
opportunity
to win a prize for our loved ones.
Women, and · the over-30 crowd, which can be hard
Women, and the over-30 crowd, which can be hard
to capture, openly enjoy cranes.
to capture,
openly
enjoy block
cranes.
The only
only stumbling
stumbling block
the path
path of of more
more
The
in in the
crane success is overcoming the hurdle of local laws
crane success is overcoming the hurdle of local laws
that restrict crane operation because of misconceptions
that
restrict crane operation because of misconceptions
about cranes--confusing modern day skill versions with
about cranes -- confusing modern day skill versions with
non-skill models of 40 or 50 years ago. Operators
non-skill models of 40 or 50 years ago. Operators
determined to add cranes should pursue proving the
determined to add cranes should pursue proving the
skill aspects of cranes in their local courts and band
skill
aspects of cranes in their local courts and band
together with other operators and their state
together with other operators and their state
associations.
Although there are more than enough cranes on
Although there are more than enough cranes on
the market, there will probably be a few more
the market, there will probably be a few more
companies jumping on the bandwagon. Once the legal
companies
the by bandwagon.
issues are jumping
cleared, on
state
state and Once
county the by legal
issues
are
cleared,
state
by
state
and
county
by
county, cranes will be a part of more operators'
county,
cranes
will
be
a
part
of
more
operators'
inventories. Cranes are here to stay--a new, reliable
inventories. Cranes are here to stay -- a new, reliable
source of income. Vigilant policing of one's own
source
of income.
Vigilant
one's own
operation
will mean
trust policing
from the of playing
public and
operation
will
mean
trust
from
the
playing
public and
more profits.
more profits.
After watching cranes over the past year, I offer
After watching cranes over the past year, I offer
the following guidelines:
associations.
the following guidelines:
THE TEN COMMANDMENTS OF CRANE OPERATION
THE
TEN COMMANDMENTS OF CRANE OPERATION
1. THOU SHALT GIVE the player a good return
1. (25-35
THOU percent
SHALT GIVE
the player a good return
payout) for his patronage.
(25-35 percent payout) for his patronage.
2. THOU SHALT RETURN to locations frequently to
2. restock
THOU prizes--it's
SHALT RETURN
locations
worth to the
effort. frequently to
restock prizes -- it's worth the effort.
3. THOU SHALT CHANGE the variety of prizes to
3. ensure
THOU continued
SHALT CHANGE
the happiness.
variety of prizes to
customer
ensure continued customer happiness.
THOU SHALT USE only prizes that fit through
4. 4.
THOU
prizes
the
prize SHALT
chute USE
and only
prize
door. that fit through
the prize chute and prize door.
5. THOU SHALT NOT not get carried away with
5. "flash"
THOU and
SHALT
NOT not get carried away with
wrap money around plush prizes.
"flash" and wrap money around plush prizes.
THOU SHALT NOT tie down prizes.
6. 6. THOU
SHALT NOT tie down prizes.
7. THOU SHALT NOT let "hard goods" drop below
7. plush
THOU and
SHALT
NOT to let the "hard
goods" drop below
be lost
player.
plush and be lost to the player.
THOU SHALT HAVE fun with cranes, using
8. 8.
THOU
SHALT
HAVE to fun
with cranes,
using
prizes
generate
more player
imaginative
imaginative
interest. prizes to generate more player
interest.
9. THOU SHALT POLICE thyself, knowing that
9. satisfied
THOU SHALT
knowing
that in thy
mean more
money
crane POLICE
players thyself,
satisfied
pockets. crane players mean more money in thy
pockets.
10.THOU SHALT NOT underestimate the crane
10.THOU
player. SHALT NOT underestimate the crane
player.
~~
Bonnie
Theard
Bonnie Theard
Theard
Bonnie
Managing Editor
Managing Editor
January 1987/ l'LAY METER 5
January 1987/PLAY METER 5