Coin Machine Review (& Pacific ...)

Application of Two Simple Words.
Will Boost Arcade Earnings
The arcade man who installed a battery
of machines, put up a sign, and opened
the door to greet a flood of entertainment-
ilungry citizens during the war is a sadly
disillusioned man today.
The machines are still there, and the
door is still open, but volume has dropped
off as much as SO per cent. "When this
recession is over, things will be back to
normal," the arcadester rationalizes. "Until
then, I'll just have to get along as best
I can."
While the arcade man sits back listening
to traffic beat a steady tattoo on the cobble-
stones, he is losing a golden opportunity
to bolster profits. The lush war days have
twisted his perspective, so that he looks
outward for excuses instead of looking
inward for the cause and remedy.
Two magic words, properly combined
and applied, oft·times mean the difference
between minor and major success. The
words are "curiosity" and "free."
Curiosity is an inherent inquisitiveness,
especially about things which do not con-
cern one. To illustrate: Stand on a street
corner and look up. It won't be long
before you will he joined by another
person. He is curious about what has
piqued your curiosity. In a matter of
min'utes folks on all four corners of that
street will be looking skyward.
If the object of curiosity is an item
which is rare and different, interest will
accelerate sharply. And if that magical
word "free" is spoken or written in con-
junction therewith, traffic congestion will
ensue.
Carnivals, fairs and circuses capitalize
on these words and everything they imply
to such an extent that without them they
could not survive as profitable ventures.
The free, interest-arousing show outside
the tent is the lure which brings ' the pay-
ing customers inside.
The arcadester has atl the advantages
of circus exploitation, plus one: he doesn't
have to put on his free act outside the main
show and then attempt to draw the cus-
tomers in. Instead, he places his free
attraction well inside the arcade, and the
coin·operated devices are right at the pros-
pect's elbow all the time.
There are a number of good interest-
getters which have been used successfully
in the past and which warrant the arcade
man's consideration.
An old stand·by is the checker tourna-
ment, with the boards set up midway in the
arcade. 'prizes, purchased at a nominal
cost, can be provided oy the owner or
in cooperation with local merchants. Ad-
vertising and promotion, announcing the
contest and keeping the local populace
informed on its progress, should be carried
on through -community papers. As many
boards as desired can be set up and
elimination games held at certain hours
of the day or night-preferably during
the arcade's slack period. Each player
will develop a following and interest will
mount as the finals are reached. An im-
portant by-rule is to provide for a IS
minute recess after each half hour of
play. This will not only give the contest-
ants Ii rest but provide watchers with an
opportunity to get acquainted with the
arcade pieces. Another important adjunct
is a blackboard outside the arcade, on
which are posted the names of players
taking part in each day's competition.
A live attraction which not only in-
trigues the public but stimulates play-
especially nut and seed vendor receipts--
is the monkey. The black spider is most
desirable. He is small and playful and
<;Ioes not have the filthy habits of the other
types. The cage should be large and have
a sufficiently high ceiling so that he can
use his long tail to hang from the bars
. and swing. Spider monkeys are lively,
likable little fellows, and very few people
can resist the urge to feed them-hence the
advantage of having nut and seed vendors
nearby.
Macaws, talking 'parrots, and canaries
are excellent permanent attractions and
have the knack of building up personal
followings. The appeal to children is
strong, and as long as it doesn't cost a
cent to see them, Junior will drag Pop
along every chance he gets. Before Pop
leaves the arcade, however, Junior will .
have spotted a few other attractions with
coin chutes attached. -
Macaws and parrots should be well out
of reach of the public and chained to their
perches, as they will bite if teased. Can-
aries should be placed in individual cages
near a phonograph with specially selected
records. A sign on tbe phonograph, "Drop
A SPECIALIZED C IR EDIT AND
FINANCING AGENCY FOR MANU·
FACTURERS AND DISTRIBUTORS
OF COIN.OPERATED MACHINES
134 NORTH LASALLE STREET
717 MARKET ST •• SAN FRANCISCO. CALIF.
•
•
CHICAGO 2
•
ILLINOIS
CONSTRUCTION BLDG •• DALLAS. TEXAS
'
COIN
MACHINE
REVIEW
13
FO R
APRIL
1947