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REDEMPTION REPORT A-Mole is probably the most recognized redemption game of all time. Bob 's Space Racers is now downsizing many of its group games to allow application in 2,000- or 3,000-square-foot family amusement/redemption centers. Let's hear from Ted Sloan. Fun center appeal Fast, low-cost dependable service to accompany our superior quality tokens. Call Roger Williams Mint today. Because poor service is no laughing matter. Roger~ Williams~ Mint™ 79 Walton Street, P.O. Box 2350 Attleboro, MA 02703-0350 Toll-Free 1-800-225-2734 In Massachusetts call (508) 226-3310 PLAY METER 116 SEPTEMBER 1992 We at Bob's Space Racers Inc. feel that "family values" are the key words in determining where the amusement business is riow and will be in the future. Nowhere is this more evident than in the redemption fun center, where we are attempting to entertain and sell merchandise to all age groups . The renewed focus on rebuilding family structures and maintaining quality time for family activities puts our industry in the national and international spotlight. It's an enviable place to be, providing we assume the responsibility to provide the best experience possible. One of the most enjoyable aspects of my function as a sales manager is taking a phone call from an excited, enth}Jsiastic, and totally confused entrepreneur. This person has a perfect location, great traffic flow , loves people, sometimes has financing or cash, and desperately wants to get into the redemption business. Where to start? Investment required , game selection, merchandising, ticket v alues , square footage requirements ... these are all part of the formula. We prefer to focus on the end goal first , which to our way of thinking is overall family entertainment and perceived value. Perceived value not only refers to merchandise but also to quality time spent with the family. Once operators understand this concept, the rest of the components in a successful redemption operation fall into place. They begin to understand why leaving one or more pieces out of the mix can relegate them to a mediocre operation at best. Entertainers/merchandisers Out of all the rederp.ption operators we have been associated with over the last few years, the most successful by far are the ones who · consider themselves entertainers and merchandisers. Their audience is the family group from age two up to grandma and grandpa. That's definitely a tough house to play to but we never tell anyone it's going to be easy. Once operators ar e committed to the entertainment and merchandising concept, they can concentrate on specifics. My purpose in this article is not to dwell on special techniques or to outline operating guidelines (payouts , percentages, etc.), but there are some basic tenets that must be met in order for the redemption business to evolve into the successful entertainment center of the future . Basic Value: The redemption centers that service and prosper will do so by giving value to their customers. This value comes in many forms : cleanliness, attractive decor, fair ticket payout, desirable and well-priced merchandise, security, helpful and courteous employees, and headsup management, to mention a few. These sound very basic, but many new redemption operators and some old video arcade operators do not understand the importance of these factors in their business. Game Selection: This is another critical area. Again, in striving to entertain the family group, a wide variety of games are needed to keep each age group interested. This is probably the most difficult for new redemption operators to grasp. You cannot start redemp-