April 2015 Play Meter

PLAY METER 4 APRIL 2015
Member of:
American Amusement Machine Assn. (AAMA)
Amusement & Music Operators Assn. (AMOA)
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Intl. Assn. of Amusement Parks & Attractions (IAAPA)
Founder Ralph C. Lally II
Publisher Carol P. Lally
President Carol Ann Lally
Editor Bonnie Theard
editorial@playmeter.net
Assistant Editor Tim Meyer
assteditor@playmeter.net
Art & Production Director Jane Z. Nisbet
art@playmeter.net
Art & Production Assistant Eric Dolese
art@playmeter.net
Advertising Carol Lea LeBell
sales@playmeter.net
Circulation/Office Manager Renée C. Pierson
subscribe@playmeter.net
Contributing Writers Joe Camarota III
Jim Chapman
Amber Collier
Brian Elliott
Brian Riggles
Jim Schelberg
Frank Seninsky
Josh Sharpe
Zach Sharpe
Mailing Address P.O. Box 24970
New Orleans, LA 70184
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Web www.playmeter.com
METER
“The Operators’Choice”
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PLAY METER, (USPS 358-350) (ISSN 1529-8736) APRIL 2015, Volume 41,
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CONTENTS
48 26
52
On the Cover
Elaut USA adheres to a company philosophy: “No mat-
ter what the concept, build the finest product possible
and make it last.” The result is a line of top quality
games with universal appeal.
28 AMOA Council of States Meeting
Nowhere else can you get as much information in a day
and half as you can at this annual gathering that includ-
ed state reports, factory panels, and operator-led ses-
sions.
44 Buyer’s Guide Children’s Games
Fun centers feature games that appeal to young chil-
dren in theme and size. Check out the currently avail-
able crop of games designed with the younger crowd in
mind.
55 22nd Family Fun Edition
Each spring we highlight attractions in family entertain-
ment centers (FECs). This year we focus on insurance,
laser tag, an FEC success story, and an update on
trampoline parks (plus our monthly family fun columns).
56 F2FEC
The Three Amigos planned and hosted the inaugural
Face 2 Face Entertainment Conference in Phoenix,
which followed an open discussion format conducive to
idea sharing.
Vol. 41 • No. 4
April 2015
www.playmeter.com
Departments
Ad Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112
Anniversary (J&J Amusements) . . . . . . . . . . . . . . . . .62
Beyond the Playfield . . . . . . . . . . . . . . . . . . . . . . . . . .85
Classifieds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100
Coin-Op News . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Cover Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
Critic’s Corner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86
Editorial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Equipment Poll . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
FEC Dallas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82
FEC News . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77
Merchandise Market . . . . . . . . . . . . . . . . . . . . . . . . . .96
NAMA OneShow Preview . . . . . . . . . . . . . . . . . . . . . .90
News Bulletin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
News Feature (AMOA-NDA) . . . . . . . . . . . . . . . . . . .36
News Feature (AVS) . . . . . . . . . . . . . . . . . . . . . . . . . .42
On the Front Lines . . . . . . . . . . . . . . . . . . . . . . . . . . .80
Pinball Curious . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88
Redemption Formula . . . . . . . . . . . . . . . . . . . . . . . . .73
Sporting Edge (Arachnid) . . . . . . . . . . . . . . . . . . . . . .94
Sporting Edge (MOMA) . . . . . . . . . . . . . . . . . . . . . . .95
Streetwise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92
Travel Tracks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
VNEA Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93
What’s New . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

EDITORIAL
ecently, there has been a veritable explosion of interest in the family enter-
tainment center (FEC) segment of the industry, and that’s putting it mildly.
It seems that every week we hear about another 40,000-60,000-square-
foot FEC planned or under construction, mainly in large metropolitan
areas. An equal share of smaller-scale facilities are either expanding their
attractions or franchising their concept.
Not since the 1990s, when FECs were among the most desirable businesses to
pursue, and the Fun Expo was in its heyday, have we seen this much interest.
Along with this interest comes a corresponding flood of educational conferences
aimed at this market and conducted by industry experts and experienced FEC
owners/operators. The longest running conference is Foundations Entertainment
University (FEU), which just graduated its 35th class (see the article in our March
issue).
This month we include coverage of two other FEC-related conferences: Face to
Face FEC (F2FEC) and FEC Dallas. Additional education opportunities are present-
ed during the year by Amusement Products, Creative Works, and LASERTRON.
The common denominator: to improve and grow the industry by sharing best prac-
tices and experiences.
What constitutes an FEC? Our definition has always been that there must be
three different attractions featured in order to qualify as an FEC. The days of
stand-alone arcades, bowling centers, skating rinks, and pizza restaurants surviving
on a single offering are long gone. The public not only wants but demands choices,
especially high quality choices, when it comes to entertainment.
One year ago, in the April 2013 issue, we introduced a new column (On the
Front Lines) by Amber Collier of The Zone Family Fun Center in Kalispell, Mont.
Her monthly columns are full of the wisdom gained by being in the trenches every
day. Her column this month is titled, “Failure is an option.” In it she outlines some
of the mistakes that she has made and lessons learned. Your success depends on
how you learn from mistakes and build for a better future. She sees mistakes as a
stepping stone and learning tool.
This special issue, our 22nd Family Fun Edition, devotes 30 pages to FEC-relat-
ed topics including Amber’s column; tips on adding interest to cranes and redemp-
tion centers in the Redemption Formula column by Jim Chapman; an article on
insurance options for FECs; an update on the burgeoning market of trampoline
parks by Tracy Sarris; the five main reasons that laser tag continues to rock, by Jeff
Schilling; coverage of F2FEC and FEC Dallas; and a Scoring Success article that
revisits Big Thrill Fun Factory in Minnetonka, Minn., after its second year of opera-
tion, penned by Frank Seninsky and Joseph Camarota III.
In addition, this month’s Streetwise column by Brian Riggles provides a handy
Route Service Checklist that all route technicians should carry with them. And we
top it off with a Buyer’s Guide of games designed with younger children in mind.
When you combine all this with our regular features, a preview of the National
Automatic Merchandising Association (NAMA) OneShow, and coverage of the
Amusement and Music Operators Association (AMOA) Council of Affiliated States
Meeting, you have one heck of an issue. ▲
BONNIE THEARD
Editor
We want to hear from
you about any of the
articles in this issue or
topics you’d like to see.
E-mail:
(editorial@playmeter.net)

STATE MEETING
One of the most informative events
in the industry took place Feb. 5-
7 at the Double Tree Mission Valley
Hotel in San Diego when 66 attendees
from 29 states took part in the Amuse-
ment and Music Operators Association
(AMOA) Council of Affiliated States
Meeting.
In welcoming the group, AMOA
President Bobby Hogin said, “Those of
you who are veterans at this meeting
have come to expect a top-notch event.
I have never left one of these meetings
without gaining a wealth of informa-
tion. This is not one of those meetings
where you are a spectator. Whether a
veteran or a newcomer, you will leave
with greater insight into the industry.”
The event followed the theme,
“Waves of Change, Strategies for Suc-
cess.” The agenda included state
reports; a legislative update; three fac-
tory/supplier panels; and sessions spe-
cific to keeping state associations
strong, being in charge of your destiny,
and knowing your legislators.
An association management session
for state association executive directors
was held on Feb. 5 and a post meeting
round table exchange took place on
Feb. 7 with 25 participants. A welcome
reception, group dinner, and golf out-
ing rounded out the activities.
Special guests included Pete
Gustafson, President of the American
Amusement Machine Association
(AAMA), and John Schultz, Executive
Director of AAMA.
COMMENTS
Bruce Dentice of Sam’s Amusement
Co. in Wisconsin, said, “The reasons I
attend State Council Meetings are self-
ish. I’m always looking for new ideas
and better ways to improve my compa-
ny, which means equipment marketing,
management, and buying.
Industry leaders gather in San Diego

LEGISLATIVE UPDATE
Via conference call, Michael
Zolandz and John Russell of Dentons,
Legislative Counsel for both the
AMOA and the American Amusement
Machine Association (AAMA), provid-
ed insight into the political climate in
Washington, D.C.
Tony Paszkiewicz, Chair of the Gov-
ernment Relations Committee, intro-
duced Zolandz and Russell saying,
“They are brilliant minds and they are
working for us on a daily basis, looking
out for what could affect our industry.”
Paszkiewicz encouraged operators
to meet with their legislators on Capitol
Hill. “That is part of the political
process. It’s important to see what
drives our country, what makes the
political machine move in Washington
D.C.”
“Bottom line, we are in a new Con-
gress,” said Zolandz. “The elections of
November 2014 are in the rearview
mirror but we are seeing the conse-
quences now.” He expects to see con-
tinuing immigration reform initiatives.
“Given the political dynamic in the
Senate, there is a possibility you can
get legislation through both bodies of
Congress and to the President for nego-
than at some of the previous meetings.”
AMOA Deputy Director Lori
Schneider said, “It’s great to have the
whole industry represented in this one
room.”
AMOA Executive Vice President
Jack Kelleher said, “This is my 16th
state association meeting and it has
come a long way. I have seen it evolve
in quantitative terms and qualitative
terms.” He complimented Schneider,
“Lori is the glue that holds it all togeth-
er and year after year is largely respon-
sible for making this event better and
better.”
Also recognized for their work was
event Chair Tim Carson of Amusement
Services; Vice Chair Michael Martinez
of N2 Industries, who said this was the
most valuable event he attended in his
early time in the industry; Program
Sub-committee Chair Randy Bergman
of Darrt Amusement; Sponsorship Sub-
committee Chair Donivan Molitor of
Donivan’s Vending Service; and State
Outreach Sub-committee Chair Emily
Dunn of Tom’s Amusement Co.
Rick LaFleur of I.F. LaFleur & Son
and Mary Lavine of Bullseye Games
assisted in moderating the factory panels,
operator-led sessions, and state reports.
STATE MEETING
“Most often, the ‘staple products’ of
our industry are represented at this
conference and it gives me the oppor-
tunity to talk with factory personnel in
a format that’s nowhere near as rushed
and hurried as on the floor of a trade
show.”
He continued, “As a business owner
I get the chance to develop relation-
ships with key manufacturers in my
industry. When I have problems I can
call for help and those factory people
know me personally. It makes a big dif-
ference in response.
“In the service business we’re in,
first and foremost, Sam’s Amusement
Co. provides ‘The Best Service in
Town.’ The faster a machine is fixed
the more money I make for myself and
my customer. Then my customer tells
another possible customer and I’m
growing! I feel that of all the many
things AMOA offers operators, this
meeting is my best bang for the buck.”
First time attendee Bob Case of
New Pants Publishing in Colorado said,
“It’s very interesting to see what differ-
ent states have to deal with. You can
learn from everyone and their situa-
tions. It gives us ideas on what we
need to be doing and ideas for growth.
I would like to see an association for
the Rocky Mountain region.”
Kim Paugh of the Indiana Amuse-
ment and Music Operators Association
(IOMOA) and the AMOA National
Dart Association (NDA) said, “This
meeting leaves you wanting more.”
Bob Lund of the Nebraska Opera-
tors of Music and Amusements
(NOMA) said, “I came to network and
get assistance in the formation of an
association in Nebraska. We are organ-
izing specifically to protect ourselves
from adverse legislation. We have iden-
tified 17 operators in Nebraska and
have 12 members.”
Denis Smith of Vend Music Nevada
LLC, said, “This is one of the best
attended state council meetings. The
caliber of participants is so high, as
well as the quality of the input. I’m
leaving with more information shared
Top left: Georgia group, (l-r): Gaines Butler of Metro Distributors, Christina Kaiser of
GAMOA, and Emily Dunn of Tom’s Amusement Co. Top right: From left: David and Kim
Corey of OCMA, Mona LaCombe of LAMOA, and Rich Mitchell of ICMOA. Bottom left:
Michael Martinez (l) of CEMA, Bonnie Theard of Play Meter, and Jack Kelleher of AMOA.
Bottom right: Paula Rinker of S&B Candy & Toy Co. and Bruce Dentice of Sam’s
Amusement Co.

California: The new state associa-
tion is up to 75 members after its suc-
cessful spotlight show in January. There
is growth but association leaders said
there needs to be more marketing to
operators in Northern California. Self-
redemption came under fire in the
state two years ago but the focus on
those games has eased. Currently,
there is no prize limit.
Some operators want a definitive
answer on what they can and cannot
do, while others want to leave the issue
alone. The state association adopted a
14-bullet point, best practices docu-
ment to be self-policing and set guide-
lines for the membership.
Colorado: The state has been in
the news with a law that legalizes the
sale of recreational marijuana to any-
one 21 or older. Unemployment is at
four percent; it’s hard to get workers. A
racetrack casino proposal on the ballot
was defeated. Consolidation in the
operator ranks has made it hard for a
state association to get off the ground.
Delaware: Delaware has three casi-
nos at race tracks. There is no associa-
tion and only a small number of opera-
tors, thus efforts to place gaming equip-
ment in fraternal clubs have gained
traction. Operators are being offered a
small portion of the net to do service
work. The concern is that over time
the state will take it over entirely.
Florida: A new state association
was formed in 2013 to represent oper-
ators when a new law passed to get rid
of proliferating sweepstakes machines
but the language unintentionally result-
ed in restrictive regulations for redemp-
tion equipment and the prize limit. The
focus is now on Senate Bill 268 that is
an effort to modify the previous law.
Georgia: In 2013, amusement
equipment became regulated by the
lottery. There are two machine classifi-
cations: Class A, traditional amuse-
ment; Class B, adult redemption, skill-
based games, which are connected to
the lottery with the SAS protocol
(wholesale value of $5 per play can be
won). There is a 50/50 split between
an impact on your industry, you have
to already be engaged in Washington,
D.C. You don’t want to show up only in
a crisis. The need to engage remains
high. This is one of those cases were
you cannot say enough about why
membership in an organization with a
commitment to government affairs is
relevant.
Zolandz also advised operators to
become a known quantity in their
home towns and states with local rep-
resentatives. The best way to know
what is going on in your area is to
check the Web page of your congress-
men where updates are posted and you
can see what they are pushing.
STATE REPORTS
Arizona: The state association
works closely with the alcohol and
liquor beverage association. Plans are
to try to change a law pertaining to
cranes that resulted in Golden Tee
games having a $35 award limit. Self-
redemption games now have a $50
limit. A new casino being built next to
the University of Phoenix stadium will
have an impact on mom and pop bars.
There is an issue with Phoenix Darts
trying to push out the operator in bars.
tiation,” he said. “Tax reform and budg-
et issues will dominate the early part of
this Congress.”
Russell said, “Keep in mind that
Republicans have to show that they
can lead and produce results. Quietly
behind the scenes, House and Senate
staffs will be working together to put
something before the President so he
has to make a decision. That bodes
well for us to see some movement on
copyrights and other issues.”
Both referenced the “win” on the
coin issue, in which visits to Capitol
Hill, the formation of the “Don’t
Change Our Change Coalition,” and a
fierce letter writing campaign helped
bring about a favorable result in the
U.S. Mint’s Biennial Report to Con-
gress, which included a recommenda-
tion to not change the metallic content
of commonly used coinage, specifically
the quarter.
Russell said, “We had an effort that
was a year-long and involved AMOA
and AAMA taking leadership roles to
bring the concerns of the coin-op
industry to the attention of the U.S.
Mint.”
Zolandz added, “When you are
faced with an issue like this, with such
Top left: California group, (l-r): Ron Hunt of Betson West, John Lemieux of Dandy
Amusements, and Lawrence Coelho of West Coast Amusement. Top right: From left:
Russ Mawdsley of Russell-Hall, John Pascaretti of Pascaretti Enterprises, and Charles
Rowland of Games People Play. Bottom left: Oregon group, (l-r):Tim Turnquist of NEN,
Jerry Johnston of Amusement Unlimited, and Rich Gill of Melody Amusement. Bottom
right: Maxine O’Brien of WAMO and Tony Paszkiewicz of Columbia Music & Games.

working to change regulations pro-
posed by the lottery.
The lottery wants to impose prize
limits on games and add a license fee
on top of what operators already pay,
which could be crippling. Operators
have been at every monthly lottery
meeting, visible in the front row. A
five-member advisory committee was
formed with two representatives from
the state association. Pull-tab machines
run by the state are being placed in
private clubs. Operators tried to stop
this from happening, but were not suc-
cessful.
Massachusetts: Sweepstakes
machines have been banned in the
state. The state approved three casinos
and one slot parlor with language that
could affect merchandisers. A tragedy
led to passage of a bill to add security
for ATMs: surveillance cameras, prop-
er lighting; and programming for a per-
son to enter an emergency pin to send
an alarm to local law enforcement.
Montana: The state has a mature
video gaming program; the state associ-
ation works closely with the tavern
association. The legislature is looking
closely at who can own a liquor
license. The state lottery is placing
large electronic horseracing machines
poker market, which has caused a divi-
sion between old school operators of
traditional amusements and those who
only operate video poker. Due to a pre-
occupation with gaming, many loca-
tions are underserved in their amuse-
ment game needs, opening the door for
new operators to fill that gap.
A big setback came recently when
New Orleans passed a Smoke-Free Air
Act that is a citywide ban on smoking
in public places including bars. The
video poker industry is in the process
of transitioning to the SAS protocol,
which means a large number of older
machines will not comply and will
have to be replaced.
Michigan: The state has a favorable
law for redemption games. In May,
there will be a proposal to raise the
sales tax from six percent to seven per-
cent. One of the battles operators face
is that every city can impose their own
fees and some are unreasonable. It is
unclear if operators will be involved in
electronic pull tabs the lottery is doing
for fraternal organizations.
Maryland: Three years ago the coin
machine industry came under the
authority of the state lottery, which has
power over skill-based amusement
games. The state association has been
the operator and the location and the
lottery gets five percent, which can go
up to a 10 percent cap.
There is no tax on proceeds but
operators pay licensing fees and decal
fees. Class B locations cannot own
machines, manufacturers cannot be
operators, and operators cannot be
related to locations in any way. The lot-
tery formed a separate division for the
program and an advisory board that
includes operators.
Indiana: Most operators belong to
the state association because of the
large pool and dart tournaments.
Attendance is up at those events due to
a change to electronic bracketing, a
boon for the association and the play-
ers. Even though the state is next to
Illinois, which has video gaming, there
appears to be no interest in gaming leg-
islation.
Illinois: The addition of video gam-
ing has caused a division among opera-
tors in the state. Some have traditional
amusements and video gaming, some
have only traditional amusements, and
some have only video gaming. The
state pool and dart tournament has suf-
fered. Operator consolidation is also a
factor. There was a two-year moratori-
um on tax increases on video gaming.
That time is coming up and operators
want to ensure that there is no tax
increase on video gaming, which has
happened in other states.
Iowa: Currently, there are no major
legislative issues. The state association
is 25 years old and has 27 members,
most of whom operate dart and pool
leagues. Separate dart and pool tourna-
ments are popular each year. Self-
redemption games have a $50 prize
limit.
Kentucky: The Kentucky Lottery is
moving into bars with a new game.
There is no state association but Ken-
tucky operators are looking at how
neighboring Tennessee established its
association. There are no limits on
prizes in cranes and merchandisers.
Louisiana: Gaming dominates in
this state with a mature legalized video
Top left: From left: Jenny Duede of IOMA, Ronda Wiggers of MCMOA, and Kim Paugh of
IAMOA. Top right: Tim Zahn of American Amusement Arcade and Susie Peterson.
Bottom left: Chris Asher (l) of Revenue Boosters and Chi Babich of Game Exchange
of Colorado. Bottom right: From left: Rick LaFleur of I.F. LaFleur & Son, Rob Case of
New Pants Publishing, and John Margold of AMI. Photo by Rob Case

Tax Code (part of the stimulus pack-
age), and it is not extended, you will
have to pay a big amount because in
essence it is a tax-free loan. It would
require rebuilding the depreciation
schedule.
Ohio: After a big turnover in the
state Assembly, the state association is
meeting with all of the new members
and beginning to establish relation-
ships. More work has been done this
year in the regulatory arena. There is
a $10 prize limit on skill games. A def-
inition of skills games was created
years ago; the prize limit was set in
2007.
The revenue from casinos and video
lottery terminals in the race tracks
have not come close to projections,
which is why the tracks now want
video draw poker machines. The state
association has partnered with Intralot
on a few projects and there may be an
opportunity to work with them again,
this time placing Keno Plus machines
in bars.
Oregon: Operators continue to spar
with the state lottery, which confiscat-
ed countertop games years ago, believ-
ing them to be casino-style games.
After a long process the games were
returned without memory cards. Oper-
ators are trying to change the law to
avoid this happening again.
Pennsylvania: State association
membership is holding steady, consid-
ering industry consolidation. The new
Democratic governor has suggested
that a video gaming program pay for a
bond issue. Existing casinos in the state
are not going to be in favor, nor the
predominantly Republican legislature,
but it could be a possibility for opera-
tor participation.
Tennessee: Operators have a stick-
er fee and a master license fee. Victo-
ries include defeating a proposed
smoking ban and getting the license fee
for jukeboxes dropped. The associa-
tion’s lobbyist is a watchdog who moni-
tors proposed legislation and notifies
the association of when to rally the
troops.
A game called Bank Shot Sill Game
has come into the state, unregulated,
which offers a chance for a prize. It is a
touch screen game that is a cross
between a line game and tic-tac-toe. A
recent visit to the company’s Web site
says there are 364 locations with the
game in 132 cities across Nebraska.
Nevada: The state association has
been dissolved but there are hopes to
start a new association. There is no
pending legislation impacting opera-
tors, and no limits on redemption game
prize amounts, thus it is difficult to
muster support. The governor
announced an education initiative and
it will have to be funded, perhaps by
an entertainment tax.
North Dakota: Avoiding legalized
gaming is a focus in the state because
coin machine operators would not be
able to participate. There are Indian
casinos, the state lottery, and a huge
charitable gaming sector.
The goal of the association is to pro-
tect operators. The state association
works with the tavern association to
help both speak with one voice. At
issue is depreciation. If you elected to
use Section 179 deduction of the U.S.
in bars that take up a lot of space.
Operators are sending players to the
state pool and dart tournaments but
not staying since electronic bracketing
makes the process easier and not as
much help is needed. However, it is
important that operators be present.
Minnesota: There has been some
success in getting sales tax relief on the
purchase of new equipment. Operators
are working to get relief on the gross
receipts tax, which is especially heavy
in Minneapolis. The state pool and dart
tournaments remain the bright spot.
Missouri: The state association is
watching legislation through its legisla-
tive consultant. Missouri has not taken
a firm stand on games in fraternal
organization clubs. A proposal is
expected that would allow the pur-
chase of medicinal marijuana from
vending machines. There is no smok-
ing ban.
Nebraska: Efforts are underway to
form a new state association and track
proposed legislation that would
adversely affect operators. They are
fighting a proposed 10 percent tax on
gross receipts. Currently, there is a
license fee of $35 per machine.
Top left: Carol Ann Lally of Play Meter and Mick White of Valley-Dynamo. Top right:
Factory panel, (l-r): Chuck Reed of CPI, Michael Guthrie of Cypress Advantage, Jim
Hines of Firestone Financial, and Ted Furkin of Pyramid Technologies. Bottom left:
Factory panel, (l-r): Ron Hunt of Betson West, John Lotz of Apple Industries, Jim Dupree
of Smart Industries, and Paula Rinker of S&B Candy & Toy Co. Bottom right: Factory
panel, (l-r): Phil Cohn of TouchTunes, Sabrina Mokuahi of IT, John Margold of AMI,
Shawn Beall of Arachnid, and Mike Sebazco of Valley-Dynamo.

and Music Operators (WAMO), is retir-
ing from WAMO.
Wyoming: The state pool and dart
tournaments each attract 1,000 play-
ers. The tournaments have adopted
electronic bracketing like other states,
which saves on staff required.
In 2013, the legislature approved
historic horse race betting machines,
which are appearing at locations in
large cities. The machines have small
screens and look like slot machines.
There is no limit on the payout, which
is given at the location. The intention
was to benefit the tracks in the state; a
portion of the revenue goes toward the
municipality, county, state, and
Wyoming-bred purse fund.
Next year the meeting will be held
in Texas. For more information, visit
(www.amoa.com). ▲
routes. This is another state that has
approved the sale of marijuana for citi-
zens 21 and over. There is a new
opportunity in vending since american-
green.com launched a new vending
machine that dispenses medical mari-
juana and verifies age.
Wisconsin: Members in the state
association have to meet certain crite-
ria. The successful state pool tourna-
ment draws 4,800 players and the dart
tournament draws 1,000 players. The
association’s primary focus is legisla-
tive; the lobbyist tracks bills and other
issues, informing the association of
what needs attention. The association
works closely with the tavern league in
the state and follows the lobbyist’s
advice of building relationships with
legislators.
Note: Maxine O’Brien, Executive
Director of the Wisconsin Amusement
Texas: Oil prices are down (two-
thirds of what they were in the past), so
getting rid of some taxes is not feasible.
The state has a huge issue with human
trafficking.
Virginia: Plush toy cranes were
ruled as games of skill so there are no
problems with that equipment. The
biggest problem affecting operating in
the state is the change in establish-
ments. In the past operators dealt with
location owners, now it’s chain loca-
tions with managers.
Charles Rowland of Games People
Play in Virginia said, “The manager gets
paid if the games are down or not. They
seem to be too busy to call to say a
game is down. Bar-top videos are out
and pinball games are back, also pinball
leagues that bring people into locations.”
Washington: Sixty percent of oper-
ators in the state have darts on their

nators of the Big Choice and Top
Choice cranes of the 1980s that set the
standard for quality and reliability and
became known as “the Belgium crane.”
Fast forward to 2015 and Elaut
USA produces no less than 11 standard
model cranes including the popular E-
Claw series; container, custom, and
trailer models; Plucky Ducky; also the
Mistral and Blackbeard’s Bounty coin
pushers; the Ticket Wheel; and the
Ticket Eater Redemption Center.
Elaut USA is widely known for the
Wizard of Oz game, which
changed the style and operation of coin
pushers. And while this machine is still
in the company’s vast arsenal of equip-
ment, it only touches the surface of the
entertainment options that Elaut USA
has brought to the marketplace.
The company has a rich history
going back to 1959 with its parent
company based in Sint-Niklaas, Bel-
gium, and the Verstraeten family, origi-
E-Claw
COVER STORY
Elaut USA
provides top quality
entertainment
Elaut USA headquarters.

time Elaut USA had a cooperative
working arrangement with Skee-Ball
Inc. to manufacture and distribute for
Elaut. Skee-Ball had a close relation-
ship with the Dave & Buster’s
chain and they took the initial
run of product and placed one
unit in every store.
What are the newest games
in production for 2015?
The newest games are Black-
beard’s Bounty coin pusher,
Plucky Ducky Play Till You Win
Crane; Put in a Buck and Win a
Duck!; the E-Claw series of
cranes; and the redesigned
Shocker Electric Chair.
The Ticket Circus coin
pusher and the Tower of Tick-
ets redemption game were
shown at the IAAPA Expo
2014. Are they currently avail-
able?
Yes, they are available along
with the entire Elaut line of prod-
ucts.
Does the company follow a
particular business philoso-
phy?
Without a doubt, and if the
company did not have a strong
business philosophy it wouldn’t
be here today. That philosophy
hasn’t changed in over 30 years
as set down by the company’s
so it was natural for all Elaut product
to be introduced in Europe first.
But the first big success for Elaut
USA was the Big One Crane. At the
Elaut USA games can be found in
arcades, family entertainment centers
(FECs), and large and small amuse-
ment parks in the U.S. and around the
world. The company is located in
Lakewood, N.J., and has a wide
network of distributors.
Play Meter caught up with
Elaut USA officials for more
information on the company, its
products, and the future.
When was the Elaut USA
office established?
The concept of Elaut USA and
the opening of a U.S.-based office
of Elaut began in late 2000. Eric
Verstraeten of Elaut and Neal
Rosenberg of Betson had built a
strong business and personal rela-
tionship over the previous 15
years of Neal handling the Elaut
account on behalf of Betson. Bet-
son decided to end its representa-
tion of Elaut in the U.S. at the
same time that Neal decided to
make a career change and so the
inevitable happened. As they say,
“Right time, right place.”
What was the first game
introduced here by the U.S.
office?
There was never really any
game first introduced in the U.S.
or by the USA office because
everything came out of Belgium,
Lee Brannigan Thomas Burk Thomas Czaplinski John Dondzila Albert Giorla
Jesse Hanrahan Melinda N. Levine Robert Luft Barbara Mocarski Paul Molod
Wizard of Oz 6 player

taken the player into consideration
before anything else.
What kinds of games does Elaut
produce specifically for parks?
Elaut produces the same units for
all venues but with a lot of
customizing to fit into a
game stand in an amuse-
ment park or a road trailer
for the carnival industry or
traveling showmen.
Most everyone knows
about the Big One crane,
which is approximately eight
feet by eight feet by eight
feet, but what most have
never seen is a Big One that
is 12 feet by 26 feet by
eight feet, which was built
for a specific location within
an amusement park. Elaut
continuously strives to satis-
fy its customers no matter
what the request.
Will Elaut USA branch
out into different kinds of
games in the future?
Elaut USA is always on
the lookout for something
new and different, so if
readers have any ideas, let
us hear from you.
How important are
trade shows in gaining
feedback from customers?
what is already in hand and always try
to build a product that carries the gold
standard of excellence that Elaut has
become known for, while keeping the
players first in line. Elaut has always
Founder, Achiel Verstraeten: “No mat-
ter what the concept, build the finest
product possible and make it last.”
Cranes are mainstays on many
amusement routes, fun centers, and
parks. What makes
cranes endure and
remain popular?
Cranes are certainly
popular but only so far as
the way they are operated.
You can build the best
product in the world but if
the operator doesn’t pay
attention to the merchan-
dise they select to run and
the initial set-up of the
crane, then all is lost.
Remember: WINNERS
MAKE PLAYERS!
This phrase was coined
many years ago and should
be the mantra for any and
all involved in the crane
business today from the
manufacturer to the opera-
tor. If you don’t have any
winners you will certainly
not have any players.
What are the most
important elements to
consider when designing
a new crane?
Keep up with current
technology to improve
Lawrence Morgenstein Dave Myers Richard Rivera Dean Satos Erik Snowden
Patricia Spencer Mark Thompson Christine Tomassone Lenny Vasile
Blackbeard’s Bounty

dising game that can fulfill the needs of
the street operator. Small in size, but
large in value! We’re working on it.
Where would Elaut USA like to
be in five years?
Elaut is committed to the amuse-
ment industry on every level by deliv-
ering top quality entertainment and
fun to the player through its games and
will continue to do so as set down by
its Founder and guiding light, Achiel
Verstraeten.
For more information on Elaut USA,
visit (www.elautusa.com). ▲
What are operators at trade
shows saying they need for their
businesses to grow?
Every operator has the same ques-
tion, “What’s new?” Elaut finds itself in
a very difficult position due to the fact
that it is trying to satisfy many different
venues and operations with the same
product so it’s become a juggling act to
satisfy each avenue. This is the very
reason that you will see Elaut product
in various sizes: one player, two player,
or three player models.
What is truly lacking in the market
today is a true redemption or merchan-
The age old question is: “What
came first, the chicken or the egg?”
Some of us have seen product sold in
large quantities long before it is shown
at a trade show and then again just the
opposite has happened as well.
Trade shows are a great place to
socialize with customers and keep your
name out in the forefront while afford-
ing customers the opportunity to con-
verse with not only the sales represen-
tatives but also the technical staff.
However, the big factor still remains
that if you’re not at a trade show
everyone thinks you’re out of business.
COVER STORY
Tower of Tickets
Plucky
Ducky
EClaw Cosmic
“No matter what the concept, build the
finest product possible and make it last.”

Best Bulk Vending
Machine:
Northwestern Corp.
Best Redemption Game:
Sega Amusements
for Key Master
Best Photo Booth:
Face Place/Apple
Industries for Sapphire
Best Table Game:
Valley-Dynamo
for Valley Pool Table
Play
Meter
Operators
Choice
Awards
’
Best Boxer:
IGPM/
Kalkomat
Best Video
Game:
Raw Thrills/
Play
Mechanix for
Big Buck HD
Best Pinball:
Stern Pinball
for Star Trek
Best Jukebox:
TouchTunes Interactive
Networks for Virtuo

TRAVEL
TRACKS
May 21-25
30th BullShooter World Finals
Rosemont, Ill.
Hyatt Regency O’Hare
tel: (800)435-8319
e-mail: lorid@bullshooter.com
web: www.bullshooter.com
May 21-30
35th VNEA Championships
Las Vegas, Nev.
Bally’s Las Vegas
tel: (800)544-1346
e-mail: info@vnea.com
web: www.vnea.com
June 16-18
E3
Los Angeles, Calif.
Los Angeles Convention Center
tel: (508)424-4864
e-mail: chart@idgworldexpo.com
web: www.e3expo.com
June 16-19
AAE
Hong Kong
Hong Kong Convention and Exhibition Centre
tel: (703)836-4800
e-mail: iaapa@iaapa.org
web: www.iaapa.org/asianattractionsexpo
June 18-21
VNEA Jr. Championships
Rochester, Minn.
Mayo Civic Center
tel: (800)544-1346
e-mail: info@vnea.com
web: www.vnea.com
June 22-26
International Bowl Expo
Las Vegas, Nev.
Las Vegas Convention Center
tel: (800)343-1329
e-mail: amy@bpaa.com
web: www.bpaa.com
July 21-23
Foundations Entertainment University
Chicago, Ill.
tel: (816)931-1040, ext. 103
e-mail: info@foundationsuniversity.com
web: www.foundationsuniversity.com
August 5-7
BCA Billiard & Home Leisure Expo
Las Vegas. Nev.
South Point Hotel, Casino, and Convention Center
tel: (708)226-1300
e-mail: brian@wtglasgow.com
web: www.bcaexpo.com
April 14-16
DEAL
Dubai, UAE
Dubai World Trade Centre
tel: +9714-3435777
e-mail: deal@iec.ae
web: www.dealmiddleeastshow.com
April 16-19
Clean Show
Atlanta, Ga.
Georgia World Congress Center
tel: (404)876-1988
e-mail: info@cleanshow.com
web: www.cleanshow.com
April 22-24
NAMA OneShow
Las Vegas, Nev.
Las Vegas Convention Center
tel: (312)346-0370
fax: (312)704-4140
web: www.namaoneshow.org
May 1-9
NDA Team Dart
Las Vegas, Nev.
Bally’s Las Vegas
tel: (800)808-9884
e-mail: info@ndadarts.com
web: www.ndadarts.com
May 5-6
LaserTAG360
Indianapolis, Ind.
Creative Works Headquarters
tel: (317)834-4770
fax: (317)834-4771
web: lasertag360.com
May 7-9
GTI Asia Taipei Expo
Taipei, Taiwan
Taipei World Trade Center
tel: 886-2-2760-7407 ext. 207
e-mail: gametime@taiwanslot.com.tw
web: www.taiwanslot.com.tw
May 10-13
Roller Skating Association Show
Las Vegas, Nev.
South Point Hotel-Casino
tel: (317)347-2626
e-mail: convention@rollerskating.com
web: www.rollerskating.com
May 16-19
National Restaurant Show
Chicago, Ill.
McCormick Place
tel: (312)853-2525
e-mail: nra@experient-inc.com
web: www.showrestaurant.org
PM denotes Play Meter as an exhibitor.

game. The options available today for
playing fields run the gamut, from the
sterile to the imaginative and everything
in between. Environments that mimic
those of console games have an undeni-
able attraction to those playing them.
Authenticity, though, is the key as
guests are more demanding when it
comes to the experiences they choose.
Multi-level arenas have increased over
single level playing fields by a rate of
three to one. Whatever you do, or have,
ensure you give them “the WOW effect.”
■ Options: The vests and phasers
of today, especially those that have
come out in the last few years, are
remarkable when it comes to the play
options available. They are more
robust, have better electronics, and
scalable software that allows you to
control countless items to make games
Most of us don’t realize how long
laser tag has been around.
Believe it or not, it has been 31 years
since the first commercial system went
into operation. Back then, it was much
different, as one would expect, and
thought to be a fad by many. Today it
has become a source of profits for
many operators.
Following are some reasons why
laser tag has stood the test of time and
continues to be placed in attraction
mixes throughout the world.
■ Popularity: Today, more than
ever, laser tag has become a mainstay
attraction in the amusement industry,
especially among family entertainment
centers (FECs) and renovating facilities
like bowling centers and skating rinks.
It’s stable, competitive, and provides a
great attraction for people of all ages.
From age six to 66, this game touches
every generation.
■ Interactivity: Games that encour-
age interaction between people are
important when it comes to creating
memorable experiences for your
guests. Laser tag is all about games and
connecting with one another, smiling,
laughing, feel your heart race, strategiz-
ing, and more. It’s about comparing
scores, making friends, and forming
camaraderie among groups.
In an age where we are always look-
ing down at our phones and texting,
this attraction connects us again to one
another. From birthday parties to cor-
porate team building events, laser tag
continues to be a clear winner when
bringing people together.
■ Uniqueness: Walking into a laser
tag arena is like stepping into video
LASER TAG
Jeff Schilling
Laser tag continues to ROCK

Jeff Schilling is the Chief Architect of
Experiences at Creative Works with over
20 years of experience in designing,
developing, operating, and marketing
laser tag attractions. Known for its
unique attractions and education events
(www.lasertag360.com), the company
has been a pioneering force in the amuse-
ment industry with its games and attrac-
tions. For more information, visit
(www.thewoweffect.com).
unique and different for each play and
each team.
Additionally, the options for arena
devices and targets have created more
interactivity during the game where play-
ers not only compete against one anoth-
er, but the game system itself. With tech-
nology updates every few years and easy
upgrades, the options for players will
grow closer to those of home console
games at the future unfolds.
■ Returns: When done right, laser
tag is one of those attractions that can
do very well for operators. Nearly 70
percent of the revenue for this game is
generated between Friday and Sunday
in most locations. With marketing
efforts in place, additional revenue can
be generated through the weekdays via
private events and arena rentals.
As a time-based attraction, it’s about
maximizing each game and realizing
the full potential in both slow and busy
times. Ensuring this game operates effi-
ciently will make this a reality and
increase your bottom line.
To learn more about adding this
popular attraction, attend a trade show
or educational conference where you
will see how it can be incorporated
into your venue; also, how to renovate
what you have or how to improve the
efficiencies of your operation and mar-
keting efforts. ▲

ber of the IATP, believes that healthy
activities combined with jumping on a
trampoline creates a ‘fun physical fit-
ness’ outlet for children and adults of
all ages. Rockin’ Jump’s Web site refer-
ences a 1980 NASA study that states:
10 minutes of jumping on a trampoline
provides the same fitness results as 33
minutes of running.
“Our motto is ‘Fitness and Competi-
tion Disguised as Fun,” said Wilson.
“We like to bring the element of com-
petition into the attraction and provide
an activity for kids that gets them out
of their houses and unplugged from
their computers/game systems and into
a safe, clean, and fun environment.”
The first Rockin’ Jump opened in
Dublin, Calif., in May 2011, less than
six months after Sue and her husband
Drew changed their minds from want-
ing to open a health club to, at the urg-
ing of Rockin’ Jump’s Co-Founders
Marc and Shelly Collopy, opening an
indoor trampoline park. In just three
years, the founders opened up three
more parks and created Rockin’ Jump
Franchise LLC at the recommendation
of a business partner who had success
in health club franchising.
“Our first franchised park opened in
Where else can you literally
bounce off the walls, jump high
in the air, slam dunk a basketball while
catching some serious hang time, pelt
friends with balls in an extreme game
of dodgeball, soar into a pit of foam or
flip onto an airbag, all the while burn-
ing up some serious calories through
exercise that is fun!
Indoor trampoline parks have been
gaining popularity since the first park
opened in 2004 in Las Vegas, Nev.
Last year, at this same time, the Inter-
national Association of Trampoline
Parks (IATP) had been able to roughly
identify over 280 existing parks or
those in the development stage of
opening. Just one year later we are esti-
mating that there were 345 parks open
by the end of 2014, and anticipate
there will be another 115 open by the
end of 2015 in North America alone.
The international market is quickly
recognizing the popularity of this new
family attraction. At the end of 2014, it
was estimated that there were over 40
outlets outside of North America, and
by the end of 2015 there will be at
least 100 indoor trampoline parks
open internationally.
There are parks popping up all over
the globe operating in the U.K., Singa-
pore, Australia, New Zealand, Mexico,
Hong Kong, Malaysia, Dubai, Spain,
Estonia, Bahrain, The Netherlands,
Thailand, Indonesia, and France. Every
week the IATP receives several
inquiries from individuals interested in
opening indoor trampoline parks out-
side of the U.S.
ROCKIN’ JUMP,
ROCKIN’ JUMP FRANCHISE
So what is the attraction? Sue Wil-
son, Co-Founder and Co-Owner of
Rockin’ Jump and Rockin’ Jump Fran-
chise LLC, and a current board mem-
Indoor trampoline parks continue to be one of the fastest growing
indoor entertainment attractions worldwide.
By Tracy Sarris
Jump! Spin! Fly!
Rockin’ Jump Arena (l) and Rockin’ Jump Dodgeball (r).

What was to be a temporary job relo-
cation became a permanent move for
Bice after receiving a call from a col-
league, and now co-owner, telling him
about an idea a family member had
pitched to him regarding opening a
trampoline park in Hawaii.
Bice and Co-Owner, Kelsey Lewis,
opened the first and only indoor tram-
poline park in Hawaii in 2013 on the
island of Oahu. I-Trampoline is a
36,000 square-foot facility with more
than 14,000 square feet of trampoline
courts. Although the park is similar to
June 2014 in Trumbell, Conn.,” said
Wilson. “There are now 11 Rockin’
Jumps open in the U.S. and our goal is
to have 30 open by the end of 2015.
We also work with converting existing
parks into Rockin’ Jumps in territories
where there is a franchise interest and
existing sites become available.”
Rockin’ Jumps average around
23,000 square feet and require an
investment of around $1-1.3 million to
open. Their model includes the usual
open arena, dodgeball courts, basket-
ball zones, and foam pits or airbag pits.
They have also added some custom
elements to their parks like the X-Beam
and Trip Wire—a customized version of
Creative Works’ Laser Maze. Other
attractions include climbing walls, tod-
dler areas, party rooms, and cafes.
I-TRAMPOLINE
IATP member Robert Bice of i-
Trampoline did not initially set out to
open a trampoline park when he trans-
planted from Louisiana to Kapolei,
Hawaii, after hurricane Katrina forced
his former business to shut down.
Rockin’ Jump Basketball (l) and Rockin’ Jump Beam (r).
Marines from Air Station Kaneohe Bay visit i-Trampoline. Photo by Jay Parco.

safety as their number one priority.
“I love the fact that individuals who
can be competitors in the industry are
able to come together through ASTM
and IATP and be able to share ideas
and know that we are all in this togeth-
er,” said Wilson. “I chose to be a part
of and support these organizations
because I want to see the industry
thrive and survive.”
INSURANCE
In addition to its focus on safe oper-
ations, IATP leaders believe that it is
also important to address some of the
more substantial challenges facing
indoor trampoline parks and provide
the services and tools necessary to
facilitate commercial success and stabil-
ity in the industry.
Insurance is a critical business need
for parks. When it became apparent
that many of its members were experi-
encing significant premium increases
that did not appear to be substantiated
by any apparent loss activity, IATP lead-
ers realized this could have a significant
impact on the industry in the long term.
The association began a rigorous
selection process in early 2014 to find
an insurance product and service
provider who could develop a program
for the IATP members. After an exten-
sive Request for Proposals (RFP) and
interview process, the IATP Board of
Directors approved the selection com-
mittee’s recommendation of Haas &
Wilkerson Insurance for their new
insurance program partner.
many other parks in its structure and
attractions offered, Bice feels that its
uniqueness comes from the diversity of
their guests.
“We pride ourselves in capturing the
culture of the Hawaiian Islands, which
emphasizes family traditions and diver-
sity,” said Bice. “With a demographic
that is 35 percent Asian in culture, we
recognize the need to accommodate
our guests and create an experience
that meets their needs and expecta-
tions for fun, family, and fitness.”
Another unique feature of i-Trampo-
line is its relationship with the military
presence on the island. Just three
months after opening, Marines in the
Single Marine and Sailor Program from
Marine Corps Air Station Kaneohe Bay
visited the park for a day of physical
fitness that was all fun. That presence
has continued to grow as military per-
sonnel realize the overall physical ben-
efits that trampolines provide.
“We open our doors at 5:30 am to
accommodate early morning physical
training for our military personnel,” said
Bice. “It’s also been great to see the
local military groups as well as fire-
fighters laughing and having a great
time on the dodgeball courts or enjoy-
ing the various attractions at the park.”
One constant theme that we see
with these parks and their owners is
their commitment to the optimal safety
of their guests. Due to the nature of the
activities associated with the trampo-
line, there exists the opportunity for
injury if not used correctly.
Wilson and Bice, along with IATP’s
founding board members, worked
alongside the American Society for
Testing and Materials (ASTM) Interna-
tional to establish a set of operating
standards that address the design, man-
ufacture, installation, and maintenance
of indoor trampoline parks and estab-
lishes a safe level of construction and
conformity among parks. This group
continues to meet and review
improved practices and performance
standards that will continue to elevate
safe operations in parks.
Both individuals are now active on
IATP committees that are pursuing
new programs to promote safety stan-
dards and provide resources to encour-
age patron education to ensure park
owners both in the U.S. and abroad are
operating their parks with the jumper’s
Main Court and Foam Pit at i-Trampoline
In 2014, we spoke with Sky Zone Franchise Group’s President and CEO, Jeff Platt, who gave us
a snapshot of Sky Zone trampoline parks that had opened and were projected to open over the
next year. We can now compare a year later and see that growth has not slowed down yet and
Sky Zone is on target for continued expansion both in the U.S. and internationally.
2014
55 Sky Zone parks open
Another 85 sold but not yet open
Locations in: U.S. Canada, Australia, and Mexico
Prediction: 200 franchises sold by 2015
2015
100 Sky Zone parks open
Another 80 sold but not yet open
Locations in: U.S. Canada, Australia, Mexico, New Zealand, and Saudi Arabia
Prediction: On target for 200 franchises sold by 2015
Sky Zone Parks

and putting the right people in place to
lead it. Fun, family, and fitness is not
just an i-Trampoline target.”
For more information about the
Indoor Trampoline Park Association, call
(717)533-1945, or visit (www.indoor
trampolineparks.org).
To learn more about: Rockin’ Jump
Franchise LLC, visit (www.franchise.
rockinjump.com); i-Trampoline Hawaii,
visit (www.itrampolinehawaii.com); or
Sky Zone Franchise Group, visit
(www.skyzone.com/franchise/Active
Fun.aspx). ▲
“While researching the insurance
landscape this past year, we found vast
inconsistencies in the rates, terms, con-
ditions, and coverage,” said Doug
Flora, Senior Producer of Haas & Wilk-
erson. “Multiple insurance companies
had entered the marketplace and exit-
ed within a relatively short period of
time causing instability. This left tram-
poline park owners frustrated, con-
fused, and concerned about future
insurability.”
The association’s goals for the pro-
gram include: availability of insurance,
affordability of insurance premiums,
stability of the insurance market that
serves the members, and appropriate
protective coverages in the market-
place. In addition, through its partner-
ship with Haas & Wilkerson, IATP
looks to provide educational resources
to assist member trampoline parks to
satisfy insurability standards for their
business. The IATP Insurance Program
will be rolled out this year and is antic-
ipated to be a vital member benefit.
IATP and its members will continue
to work hard to make sure that indoor
trampoline parks are here to stay for
the long term.
Bice summed it up by saying, “It is
critical to take the right steps to address
issues that could turn a thriving indus-
try into a ‘fad.’ We need to realize the
value of what we can learn from others
by supporting associations like the IATP
Tracy Sarris is the Executive Vice President of the International Association
of Trampoline Parks (IATP). IATP is a 501(c)(6) industry trade association
whose purpose is to promote safe operations, facilitate commercial suc-
cess, and stimulate growth of the trampoline park industry. For more infor-
mation, visit (www.indoortrampolineparks.org). Inquiries should be directed
to Sarris, (717)533-1945; e-mail (tracysarris@indoortrampoline parks.org).
“An estimated 345 trampoline parks were open by
the end of 2014; another 115 are anticipated to
open by the end of 2015 in North America alone.”

months miniature golf is the #1 attrac-
tion; during the fall and winter months
laser tag is the #1 attraction.
CONTINUING TO UPGRADE
With the continuing success of BTF
through the first year, Barry felt the
need to upgrade to keep the momen-
tum going. “The games paid for them-
selves in less than one year,” he said.
The first step Barry took was adding
several of the hottest games that
recently came into the market. With
the help of Alpha-Omega Sales, which
continued to review monthly game
earnings, redemption/merchandise
payout, redemption center payout, and
overall function of the game room,
On March 1, Big Thrill Factory
(BTF) in Minnetonka, Minn., cele-
brated its second anniversary and had
plenty to be excited about. In two short
years, BTF has become a top destina-
tion for families, teens, and adults in
the surrounding Minneapolis metropol-
itan area.
In Play Meter’s November 2013 issue
we covered the history and initial open-
ing months with Barry Zelickson, Presi-
dent and Owner. What we want to know
is: What’s new? What’s been successful?
What have been the challenges?
OPENING DAY 2013
BTF opened its doors March 1,
2013, and was hailed as one of the
best family entertainment centers
(FECs) in the Americas. The 45,000-
square-foot former K-Mart was an
instant hit.
“BTF hosts parties, school events,
field trips, and themed events, as well
as a variety of ongoing promotions,”
said Barry. “We support the community
and engage in charity work. We have
been embraced by the community. It is
my understanding that typically after
the first year business drops, but we
have seen sustained growth.”
When the harsh Minnesota winter
began to fade, BTF had a second grand
opening, this time for the 14,000
square feet of outdoor attractions. In
terms of revenue, during the summer
SCORING SUCCESS
BigThrill Factory lives up to its name
By Joseph Camarota III
and Frank Seninsky

Games; KC Cobra from Family Fun
Companies; and Dead Storm Pirates
Deluxe from Bandai Namco.
Striving to say on top of the indus-
try trends, BTF was far from done
upgrading. The initial layout of the
room left one under-utilized space: the
entire area under the 18-foot-high
ropes course. After extensive research
Barry decided to add two new attrac-
tions: X-Rider Motion Theater from
Simuline and Room Escape Adven-
tures, themed as “Trapped in a Room
with a Zombie.”
Both attractions were an instant suc-
cess. X-Rider provided a rush for thrill
seekers and “Trapped in a Room with a
Zombie” allowed families, friends, and
corporate crowds to have a bonding
experience they would not soon forget.
There are 12 “Trapped” shows per
week and they are booked one month
in advance, mostly online. Additional
events were added, including date
night, dinner shows, and painting class-
es with wine.
Barry said, “It’s not all about adding
new attractions but rather keeping the
customers entertained. We are always
BTF and Alpha created a plan to trade
in some of the lower earning games.
Some key additions were added,
such as Harpoon Lagoon, Down the
Clown, and Whack N Win from ICE;
Ticket Monster and Sink It Shootout
two-player from Bay Tek Games; Mon-
ster Drop X-treme from Benchmark
Big Thrill Factory Facts
Size: 45,000 square feet indoors and 14,000 square feet outdoors
Cost: $4.2 Million
Seating: 75 inside, 120 outside
Food/Beverage: Gourmet dining with beer and wine
Dinner Shows
Painting classes with wine
Indoor Attractions
Regulation Bowling: 8 lanes, QubicaAMF
Laser Tag: 30-player multilevel, Zone Nexus
Ballocity: 3 levels, PrimePlay
Blacklight Ropes Course: 7 poles, Ropes Courses Inc.
Bumper Cars: 8 units, Amusement Products
Time Freak: Art Attack
Arcade Games (70): Alpha-Omega Amusements & Sales
Trapped in a Room with a Zombie: Room Escape Adventures
X-Rider Motion Theater: Simuline
Outdoor Attractions
18-Hole Miniature Golf: Cost of Wisconsin
Trampolines: Somersault
Climbing Wall: 3-story, Extreme Engineering
Spider Climb: 25 feet with Giant Slide, Extreme Engineering
Feasibility Study/Project Development/Set-Up/Training: Amusement Entertainment Management
Debit Card System: Embed

someone training right now. That is the
last piece.”
What does the future hold for BTF?
Upgraded attractions, more new games,
additional expansion?
Barry’s first thought is to add addi-
tional “sound’ zones now that he knows
exactly where customers congregate
most. An attraction rotation will most
likely happen before year four. BTF has
shown the willingness to stay on top of
the industry and make the community
a more fun place to live in.
“I’m continually impressed with
Barry’s ability to constantly reinvent
the experience for guests, while
expanding awareness of the brand
throughout greater Minneapolis. He’s a
natural operator with an acute passion
for the business and a clear sense of
what needs to be done to achieve suc-
cess,” commented Jerry Merola of
Amusement Entertainment Manage-
ment (AEM).
In the end, Barry summed up the
reason behind BTF’s success: “We are in
the business of fun and we make sure
our guests are having fun.” With a mis-
sion statement like that, BTF will surely
continue to rank high on the scoring
success ladder. For more information,
visit (www.bigthrillfactory.com). ▲
looking for ways to bring in new peo-
ple and engage the community. We
don’t just do it through attractions but
through upgrading menu items and
other package deals to give people
more reasons to come back.”
When it comes to marketing, the
process is continuous. There is some-
thing going on every day. Daily deals are
used to keep up weekday business. One
deal that has worked well is unlimited
bowling, laser tag, and one other event
for $15 from 8 pm to closing time.
Another is receiving a $5 game card
for each game of bowling purchased
during certain hours. There are a series
of events planned for every month.
Halloween, for example, features a
haunted walkway, trick or treating, and
a costume contest. Very little is spent
on print or television ads. Billboard
advertising has worked well. Social
media is a main priority.
MOVING FORWARD
Barry is always focused on putting
processes (systems) in place once they
have been tried and make sense. Keep-
ing the staff engaged is a key part.
The biggest struggle is the ebb and
flow of the business (busy weekends
and a slower week),” said Barry. “Keep-
ing everyone excited is my most impor-
tant job responsibility.” His positive
demeanor has helped create a positive
culture. Barry has watched his team
transition from eyes wide open to eyes
focused and having fun.
Barry continued, “There was a high
learning curve. The team has done a
great job adapting and finding the bal-
ance of running a business but mak-
ing it a good time for the customer
base.”
Because of the family oriented way
BTF management runs the facility,
there has been relatively little turnover.
“Only in the team member ranks has
there been turnover,” said Barry.
We are open seven days a week and
it’s a challenging business. There are a
lot of great people on the staff and the
staff more often grows than loses peo-
ple. The last challenge has been finding
a full time events person; we have
SCORING SUCCESS
Frank Seninsky is the President of the Alpha-Omega Group of com-
panies, which includes Amusement Entertainment Management,
Alpha-Omega Amusements & Sales, and Alpha-BET Entertainment.
He is Co-Regent for Foundations Entertainment University and a past
President of both the Amusement and Music Operators Association
and the International Association for the Leisure Entertainment Indus-
try. E-mail (fseninsky@aol.com).
Joseph Camarota III began his coin-op career
at Alpha-Omega Amusements & Sales in 1994
working part time servicing local route locations and reconditioning
and repairing games. In 1997 he decided to commit all his time
and energy to Alpha-Omega. He worked his way through each
department and has managed Merchandise, Dispatch, and Parts
and Service. In 2009 he became Director of Operations and Sales.
E-mail (joseph@alphaomegasales.com).
HistoryIn early 2010, Barry Zelickson had an idea to open an outdoor 18-hole miniature golf course
and began visiting local entertainment sites. He saw other attractions that also piqued his inter-
est and his vision started to grow.
Having a background in entertainment, as a former owner/operator of Spooky World, Barry
understood he had to continue his research and education. According to Barry, Foundations
Entertainment University (FEU) was a pivotal turning point.
“Although I had experience in an area of entertainment, I was not in the family entertainment
center (FEC) business and the knowledge the presenters provided was invaluable,” said Barry. “If
I knew back when we first started visiting other entertainment centers what we learned after lis-
tening to the presenters, we would have looked at the centers in a much different way.”
After attending FEU, Barry decided he was going to need an expert in the amusement indus-
try to proceed with his vision. Barry retained Jerry Merola, Managing Partner of Amusement
Entertainment Management (AEM), to complete a market feasibility study. “As a result, we were
able to raise $1.5 million in private capital and $2.7 million in bank financing,” said Barry. “The
study also provided the foundation necessary to obtain backing by the Small Business Adminis-
tration (SBA).”
Barry continued his partnership with AEM and had the company complete a Development
Services Program, which took the project from concept to completion, through opening and
beyond. It also included assistance in negotiating the lease, equipment procurement, design,
integration, and development of the early stage marketing plan. The entire process took three
years. Remember that financing was difficult to obtain during that time. It took nine months to
find a lender and close the deal.

Spring into action
TIP ONE
Major League Baseball’s spring train-
ing has started and this means all the
recently traded players will have new
uniforms. Your cranes and merchandis-
ers may soon be outdated if you don’t
change out the old for the new. Run
down to any local retailer that offers
sports apparel and scoop up the new
players’ jerseys or shirts to display.
TIP TWO
Keeping with the baseball theme,
have you seen what a new baseball bat
and glove costs these days? Give your
customers a chance to own one of
these expensive items by winning a gift
card to a local sporting goods store.
Use a bat, glove, and some baseball
pants to dress up your crane to add
excitement. Also, display a poster in
the back of your game that highlights
REDEMPTION FORMULA
Jim Chapman
the location where the gift card came
from (you may be able to score a dis-
count on the purchase of the gift
cards).
TIP THREE
I know I have mentioned this before
but adding 4-inch capsules to a ball-
filled crane will add another dimension
to the game play. The capsules will
blend in well with the balls and will up
the ante for any player. You can also
use this same set up when using a Side
Box. Simply add 15 capsules to your
mix and fill them with Smarties and
Jolly Rancher candies, but in two of the
capsules add a key to the Side Box.
TIP FOUR
I was in Portland, Ore. recently and
came across a great location that added
a sport court. The general manager
said that the sport court added a great
deal to entertain his customers. He
found that families stayed a bit longer,
that his adult crowd at night played the
games and ordered more drinks, and
that his servers we getting better tips.
Seems this simple idea both enter-
tained and made more money.
What I liked most about this simple
idea is that it does not take up much
space, can be played by all ages, incor-
porated into parties, and will give your
location another reason for customers
to stay a bit longer and have more fun.
This could be a great addition just in
time for spring. Who knows, maybe
one of your key suppliers would pay
for it if the area had their logo. ▲
Jim Chapman has been a part of the coin-op industry for over 25 years. His experience
ranges from manufacturing cranes, merchandisers, redemption, and video games to opera-
tional experience in FECs. You can find him at trade shows sharing his passion and experi-
ence when giving redemption seminars. He can be reached via e-mail (jimmy
chaps@aol.com).
Spring has finally sprung and with it are new
opportunities to impress your customers.

competitive insurance coverage. As
International Association of Amuse-
ment Parks and Attractions’ (IAAPA)
FEC Risk Management Partner, AIR
and the FEC Elite program are setting
a new standard in risk management for
amusement and FEC businesses.
COSSIO INSURANCE
Cossio Insurance Agency is a lead-
ing insurance broker in the entertain-
ment industry for family entertainment
centers (FECs), indoor inflatable cen-
ters, party equipment rentals, and now
trampoline parks. Cossio is licensed in
all 50 states and writes with 12 insur-
ance carriers to cover the diverse mix
of entertainment exposures including
its own program with Nationwide
Insurance Co. Offered are general lia-
bility, property, inland marine, accident
medical, worker’s compensation, and
commercial auto coverage.
HAAS & WILKERSON
INSURANCE
Haas & Wilkerson Insurance, its
Amusements Division, and the hun-
dreds of amusement industry organiza-
tions it serves, are the foundations of
the company. It wrote its first specialty
amusement policy in 1939 and contin-
ues to set a high standard for the spe-
cialty insurance sector. Haas & Wilker-
son Insurance offers comprehensive
coverage and strives to deliver cus-
tomer service beyond comparison. Its
FEC Insurance Program offers a com-
prehensive risk management and insur-
ance approach and includes risk toler-
ance/exposure reviews, exposure and
risk transfer (placement of insurance
with a carrier), preventative loss control
inspections, and claims management.
ISERA
The International Special Events &
Recreation Association (ISERA) is a
The amusement industry can be a
fun but risky business. No matter
how prepared you might be, accidents
will happen. Drew Tewksbury, Senior
Vice President and Director of Amuse-
ment Insurance Resources at Britton
Gallagher, moderated a session at the
International Association of Amuse-
ment Parks and Attractions (IAAPA)
FEC Dallas program where he outlined
his tips on how to stay above the curve
when it comes to insurance and safety
for your facility.
Tewksbury insists on being proac-
tive and aggressive when it comes to
safety, recommending that you learn
your state’s specific regula-
tions. Training procedures
and protocols, proper sig-
nage, accident drills, and
using the right language
when capturing an incident
report are also musts to
help prevent incidents.
All this precaution is
great, but what happens
when an incident becomes
a total mess? You’ll need a
team of experts and legal support to
help sort it all out. Play Meter compiled
a list of leading insurance programs
and agencies to help you weather the
storm of knowing who, when, and how
to insure your amusement business.
ALLIED SPECIALTY
INSURANCE
Allied Specialty Insurance was
established in 1983 for the sole pur-
pose of providing insurance coverage
for clients in the amusement, entertain-
ment, and leisure industries. They pro-
vide a full suite of coverage including,
general liability, commercial auto, prop-
erty, inland marine and mobile equip-
ment, mechanical equipment break-
down, equipment breakdown, crime,
directors and officers compensation,
and worker’s compensation. Allied also
offers in-house claims processing with
24/7 responsiveness and serves clients
in all 50 states, plus Puerto Rico and
the U.S. Virgin Islands.
BOWLING CENTER
INSURANCE
Bowling Center Insurance (BCI), a
division of the independent insurance
agency Brown & Brown, was developed
exclusively for the sports, leisure, and
entertainment business and offers a
complete package of insurance coverage
tailored to the specific types of risks
faced by the bowling center industry
today. BCI programs utilize
over 20 insurance carriers
that all maintain an AM Best
rating of Excellent or higher,
each with an appetite for
bowling industry business.
As part of Brown &
Brown Insurance, the sev-
enth largest insurance bro-
kerage, BCI provides the
best available coverage and
price. Coverage available
include property, commercial general
liability, umbrella/excess liability, busi-
ness auto, inland marine, business
income, liquor liability, employee bene-
fits liability, crime, and worker’s com-
pensation.
BRITTON GALLAGHER
Amusement Insurance Resources
(AIR), a division of Britton Gallagher, is
a specialty insurance program manager
that provides focused risk manage-
ment, safety education, and innovative
insurance products for the amusement
industry. Its FEC Elite program for
family entertainment centers (FEC)
brings a new approach to risk manage-
ment through proactive on-line educa-
tional tools, sound loss control
reviews, and strategies and responsible
Peace of mind
FEC INSURANCE
Drew Tewksbury

business or organization has a compre-
hensive solution designed specifically
for your industry exposures. FEC spe-
cific coverage includes laser tag, paint
ball, mini golf, zip-line, bumper car,
arcade, batting cage, and more.
NAUGHTON INSURANCE
Naughton Insurance has specialized
in providing insurance programs for
amusement parks and related enter-
tainment industries since the 1950’s.
Offering over 60 years of stability, con-
sistency, and reliability, they are recog-
nized as one of the oldest and most
experienced insurance providers to the
amusement world.
Naughton continues today as a lead-
ing producer and innovator of amuse-
ment park insurance programs and
coverage to this ever-changing and
exciting industry. With in-house under-
writing, policy issuance, loss control,
non-profit Risk Purchasing Group
(RPG) of special event and recreation
businesses that provides individual
members with access to liability insur-
ance through the association. Liability
insurance can be difficult for industry
professionals, especially small opera-
tors, to obtain. ISERA provides a solu-
tion for the insurance needs of batting
cages, trampolines, inflatables, recre-
ation and sports event operations,
recreation centers, and many more.
K&K INSURANCE GROUP
For over 60 years, K&K Insurance
has been recognized as a leading
provider of sports, leisure, and enter-
tainment insurance products. As one of
the largest managing general under-
writers in the U.S., K&K Insurance per-
forms a variety of traditional insurance
company functions on behalf of the
insurance companies it represents,
allowing them to provide exceptional
service in: program development; sales
and marketing; underwriting; policy
issuance and administration; loss con-
trol; and claims. K&K Insurance pro-
vides coverage for either part of a cen-
ter or a standalone operation for bat-
ting cages, go-karts, bowling, bumper
cars and boats, inflatables, kiddie rides,
soft modular play, laser tag, trampo-
lines, and more.
LIBERTY UNITED
INSURANCE
Liberty United Insurance provides
insurance for family entertainment cen-
ters (FEC) of many different types and
understands the unique exposures and
challenges that many of these business-
es face. Liberty United Insurance has
over 15 years of combined experience
in underwriter expertise and risk man-
agement solutions to ensure that your

comprehensive insurance coverage to
many different types of family enter-
tainment and related attractions,
including motorized, movement,
games, and sport centers. Designed to
drive down your insurance premiums
without compromising coverage, as
well as provide safety management
tools to control costs, the program can
help you dramatically reduce your
costs and improve safety, which direct-
ly improves your facility’s bottom line.
Underwritten by the same group of
“A” rated insurance companies for the
past 12 years, the program offers: Com-
petitive pricing along with enhanced
coverage; low-cost accident insurance;
complete claims management and pro-
cessing; on-site safety inspections; and
customers can take advantage of the
programs’ premium savings, increased
coverage and state-of-the-art claims
management while still maintaining
their current broker relationship. ▲
and claims handling, Naughton Insur-
ance has both the authority and expert-
ise to fully service each account. Prod-
ucts include amusement park general
liability, excess and umbrella liability,
inland marine including transit, ride
manufacturers liability, and worker’s
compensation.
NORTHEAST INSURANCE
CENTER
In 2004 Northeast Insurance Cen-
ter discovered the whole new exciting
world of the amusement industry and
all its great people and providers.
Drawing on 28 years of commercial
experience, they set out to change the
way insurance was being distributed to
the industry. Most agents only worked
with one carrier, so there was no com-
petition offered to the customer. High
premiums were coupled with high
deductibles. Northeast Insurance Cen-
ter’s first goal was to secure every
major insurance carrier that wrote
insurance in the amusement industry.
This opened the door to over 100
insurance carriers that were not only
willing to insure the amusement indus-
try, but were more than willing to com-
pete for the premium and the cover-
age. Competition means lower premi-
ums and expanded and improved cov-
erage. That coverage includes amuse-
ment parks, batting cages, bowling,
bumper cars, FECs, indoor play cen-
ters, indoor trampoline centers, go-
karts, inflatables, laser mazes, laser tag,
rock walls, and many more.
STERLINGRISK INSURANCE
SterlingRisk Insurance’s Family
Entertainment Center Safety Associa-
tion (FECSA) Insurance Program has
been providing comprehensive insur-
ance products and solutions to the
entertainment and leisure industry for
over 25 years. This program provides
FEC INSURANCE

ideas on running a successful business.
Steiner offered signed copies of his
book “You Gotta Have Balls” in return
for a small donation that generated
almost $1,000 for IAAPA’s official
charity, Give Kids the World.
IAAPA FEC moderator Carla Clark
began the educational sessions by high-
lighting the key elements of a compa-
ny’s vision. Safety, efficiency, leader-
ship, security, and cleanliness should
be a part of that vision and will give
guests an authentic experience that
makes them feel they experienced
more than they expected, said Clark.
She also stressed, “Get your staff to
buy into your company’s vision.”
Clark spent eight years working
with Disneyland gaining leadership and
operations experience. She is presently
a consultant for theme parks, resorts,
and service businesses.
Ryan Curtis of Quarters and Endless
Entertainment spoke about business
values with Company Culture—How Do
You Build and Sustain It. He shared his
thoughts on FEC leadership positions
and how they can affect your business.
Employees that are passionate about
others is an important key to your facili-
ty’s revenue performance, said Curtis,
whose business has become successful
by holding group events, birthday par-
ties, and fundraisers.
TrainerTainment’s Beth Standlee
moderated the Identifying Your Group
Sales Star seminar. A great sales team is
such an important function of your
FEC, said Standlee. She instructed
attendees on how to find and hire sales
people and manage their accountability.
Money saving ideas were presented
by Brian Cohen of Entertainment Prop-
erties Group during the Tips and Tricks
to Shave your Expense Budget session.
Cohen asked attendees to look at their
operating hours and decide which are
their good revenue days. Some facili-
ties close on days that are low. Face-
The International Association of
Amusement Parks and Attractions
(IAAPA) held its 3rd annual family
entertainment canter (FEC) conference
Feb. 8-10 in Rockwall, Texas at the
Hilton Dallas/Rockwall Lakefront. Play
Meter magazine was honored to be a
supporting media sponsor for the event.
The conference welcomed 145
international attendees including 27
sponsors and 11 committee members.
It was a three-day fun filled event
packed with 10 educational sessions
focused on all aspects of owning and
managing an FEC. Sessions included
topics on building a business, group
sales, expense budgets, family owned
businesses, debit card technology, food
and beverage practices, risk manage-
ment, capital expansion, and pricing
strategy.
Gerardo Arteaga, IAAPA Chairman,
thanked the attendees for supporting
FEC Dallas and encouraged everyone to
maximize their attendance by reaching
out and sharing ideas with other FEC
owners and managers during the event.
The conference opened with a
keynote address from author, speaker,
and media personality Brandon Steiner
of Steiner Sports Marketing. His hum-
ble beginnings as a paperboy led him
to creating the most successful sports
marketing brand in the industry. Stein-
er compared his thoughts on FEC own-
ership and management to his own
A well-rounded education
IAAPA FEC DALLAS
IAAPA’s FEC conference staged another successful
educational event filled with presentations,
a fundraiser, social gatherings, and tours.
Carol Lally of Play Meter magazine enjoys playing games at Pin Stack.

the How Debit Card Technology Can
Add Dollars to Your Bottom Line ses-
sion. These three representatives high-
lighted how a debit card system can
enhance profitability in an FEC.
Food and beverage is another
important topic to FEC managers.
David Yarmer of iT’Z spoke of his best
practices and commented, “It is so
important to make sure food and bev-
erage is on point for your facility.”
He also advised to hold weekly
book is a good place to communicate
your open/close hours, advised Cohen.
Pre-book your parties and always have
someone to answer the phone even
when closed.
Operating a family owned business
can present unique challenges. The
Family Business Buzz session was pre-
sented by three family-owned business
executives: Gerardo Arteaga of Fantasi-
landia; Kyle Allison of Andy Alligator’s;
and Mark Bingeman of Bingeman’s.
They discussed operating challenges
and how to overcome them. Having a
long-term business plan will help you
operate efficiently as you pass the busi-
ness from one generation to the next.
Develop an outside advisory council to
resolve conflict.
Debit card technology and the fea-
tures FECs need to look for when pur-
chasing one were shared by Jason
Mitchell of Intercard, Brian Duke of
Sacoa, and Phil Showler of Embed at
Steven Tan and Debbie Gonzalez of Universal Space enjoy the
Sponsor Zone Cocktail Party.
From left: Dave Ellis, Lydia Klein, and Elaine Scovill of Fun
Haven, Ottawa, Ontario.
The IAAPA FEC Committee members.
Adam Hickey of Magic Mountain Canada
asks a seminar question.
Al Novstrup (l) of Thunder Road and Ryan Curtis of Quarters and
Endless Entertainment look over seminar notes.
Peter Manougian (l) of Fun World, Andrew Shaw of Pin Stack, and
Brian Duke of Sacoa.

Stack, on Tuesday night along with
complimentary play on all its attrac-
tions. Universal Space, also a platinum
sponsor, held a cocktail party and din-
ner on Wednesday evening which con-
cluded with a Sponsor Zone prize give-
away for attendees.
For an extra fee, attendees toured
Amazing Jakes for breakfast, Speedzone
for lunch, iT’Z for dessert, and Celebra-
tion Station for a “Texas Happy Hour.”
In addition to Amusement Insurance
Resources and Universal Space’s plat-
inum sponsorships exhibiting sponsors
included: Fun Express, Quibica AMF,
Rhode Island Novelty, Flagship Carpets,
Sureshot Redemption, Simuline, FEC
Music, Betson, Brunswick Bowling,
Embed, Sacoa, Moss Distributing, Tri-
otech, J&J Amusements, Intercard,
Make Meaning, Benchmark Games,
Redemption Plus, Shaffer Distributing,
Falgas, Art Attack, Haas & Wilkerson
Insurance, American Specialty, and
Brady Distributing. For more informa-
tion, visit (www.iaapa.org). ▲
meetings to make sure everyone is on
the same page when it comes to group
events. Contracts are necessary to back
everything up in writing. “Pre-sell as
much food and beverage as you can
and anything you can do in-house
helps you control your costs.”
Risk management is always a hot
topic. Drew Tewksbury of Amusement
Insurance Resources and Bryan Pope,
member of the International Amuse-
ment and Leisure Defense Association,
captivated the audience with their Tak-
ing Control of Your Risk Management
seminar.
“You need to be proactive and
aggressive in your organization’s safe-
ty,” they said. “Know what your regula-
tions and standards are for your state.
Check the ASTM organization’s F24
Committee on the Internet. Make sure
you have proper risk signage and take
pictures of it yearly. Have a broker that
knows the FEC industry.”
Global expert on arcade manage-
ment Mike Abecassis of the M.A.
Group shared the tools you can use to
find the next popular attraction for
your FEC. It is important to reinvest in
your facility every year and calculate
your ROI to help you project your level
of expansion, he said.
Pricing Particulars by Al Weber of
the Apex Park Group explained that
the key to a good revenue manage-
ment strategy is to adopt a plan to
make intelligent pricing decisions and
make sure you factor in hard costs
before you project profits. Look at pro-
motional giveaways and discounts to
see how it is affecting your bottom line,
he added.
In between sessions attendees were
given casual time to visit with sponsor-
ing exhibitors and learn about their
products. Breakfast and lunch were
served daily in the Sponsor Zone area
and an exhibitor sponsored cocktail
party was held on the opening night.
Amusement Insurance Resources, a
platinum sponsor, treated attendees to
a dinner and tour of local FEC, Pin
Kyle Allison of Andy’s Alligator’s, Gerardo Arteaga of Fantasilandia, and Mark
Bingeman of Bingeman’s at the Family Business Buzz session.
Gregg Borman of Apex Park Groups and
Amber Collier of the Zone Family Fun
Center.
Wanda Donnan (l) and Louise McClelland
of Moviehouse Cinemas, Ireland.
Beth Standlee of TrainerTainment and
Richard Sanfilippo of Sam’s Fun City.
Carla Clark (l), FEC Dallas Moderator,
and Gregg Borman of Apex Park Groups
get ready for the next seminar.

enough, it has an address that is difficult
to forget as long as you can count to
two; it’s located at 2222 2nd Ave.
There are cool people and cool
places but it’s not often those are com-
bined. Allow me to introduce you to
Avout. He is a Dutch transplant who
traveled from Holland to the U.S.
often, but in 1998 he came to Seattle
to stay and later inherit a bar.
“It started in 1997,” he says. “My
ex-wife had the wonderful idea to
open an arcade and decided to focus
on pinball. But when she found she
wasn’t making money with that, she
decided to add the bar. I showed up a
year later and was complaining about
how bad the pinball games were.
“One day she said, ‘OK, hot shot,
why don’t you fix them if they bother
you so much?’ I told her I’d be there
Association with pinball has yielded
a number of perks aside from
dealing with the game itself. Previously
in these pages I’ve awarded top of the
heap A#1 status to the people I have
met along the way.
Places are cool, too, and one of my
favorites is Shorty’s in Seattle. Until
recently, the Northwest Pinball and
Arcade Show was held just down the
street from the iconic Space Needle in
an area of the city full of cozy hotels,
unique restaurants, and Shorty’s.
OK, Shorty’s is a bar but it’s a bar
with pinball games. Not just a few but
over a dozen. They are all clean, in
working order, and usually include the
latest models. But wait, there’s more,
the booth tables in the bar area are
constructed from classic pinball play-
fields and they are lit!
Recently, there have been a number
of Barcade locations popping up around
the country but there is nothing recent
about Shorty’s. This place has had pins
for nearly 20 years and just may be the
FIRST of its kind! As if that’s not
in the morning with my tools and I
have been here ever since.” The origi-
nal version of Shorty’s was more of a
lunch counter-style place with low
stools and tables that looked like drop
targets and bumper caps.
While this decor was created by
local artists, Avout remembers, “It
looked really nice but was not function-
al.” The current set up includes a cou-
ple of video games up front, a tradition-
al bar along one side, and the “pinball
table” booths along the other. The black
light painted arcade is in the back.
While the Northwest Show has
moved to nearby Tacoma, Shorty’s is
PINBALL CURIOUS
Jim Schelberg
Shorty’s:
a pinball
destination
Top left: Avout, wearing a Shorty’s T-shirt,
shows off late Williams games and some
by Stern Pinball.Top right: Shorty’s in
Seattle. Bottom: Classic pinball artist
Kevin O’Connor tries a game at Shorty’s.

also have a Jersey Jack Pinball Wizard
of Oz and will get a Hobbit as soon as
it’s available.
“I have other street locations with a
total of about 50 games so we can
rotate out the other games as well to
keep our lineup fresh. I like to keep
my ‘girls’ on location as much as possi-
ble. There is also an interesting mix of
games. We just took out Surf Champ
and replaced it with Jack-In-The-Box.
Those older Gottlieb games are in a
class of their own.”
Avout is a staunch supporter of pin-
ball. He sponsors a page in the North-
west Show guidebook and during
show time finds it difficult to split his
loyalties between the show and his
business. The fact that Shorty’s has
become an unofficial extension of the
show makes that choice easier.
It is well known that pinball indus-
try folks (as well as the pinball press!)
still a must-visit destination for anyone
even remotely interested in pinball.
Around show time you can find coin-
op luminaries there almost constantly.
One night during the 2013 show, a
number of us were there and someone
asked, “Anyone seen Eugene?”
So I wandered into the bar area to
find Eugene Jarvis playing a game of
Big Buck Hunter. He was playing
against a local patron. I pulled the guy
aside, telling him that his opponent
was the head of the company that
made that game so he might want to
be careful.
The guy, who was obviously high on
more than excitement, looked at me and
said, “That’s what people keep telling
me and I keep losing!” I replied, “Well,
maybe you should LISTEN to them.”
He shrugged his shoulders and
went back to the game. The hot dogs
were cooking and the beer was flow-
ing and everyone was having a good
time, especially Eugene. Shorty’s offers
more than just bar snacks. There are
the famous Vienna Beef hot dogs, Ital-
ian sausages, and you can even get a
bowl of chili.
“The idea is to have an arcade with
food,” Avout explains. “We, of course,
have a full bar and try to focus on
local Seattle micro-brewed beer. We
like to be current with our games so
Stern Pinball is our main source. We
are always welcome at this pinball
Mecca for a drink, a hot dog, and a T-
shirt as long as they autograph a
game! Shorty’s is represented by two
teams in the Seattle bar pinball league
and “Shorty’s Slayers” are undefeated
in the past two seasons.
Shorty’s hosts a number of its own
events including a Valentine’s Day
Tournament, Tommy Tournament
(players are blindfolded), an annual
Powder Puff Tournament, and the
Shorty’s Open Event that takes place
every November.
Avout is not one to drop
names but after some serious
arm twisting he told me that
one of the first celebrities to
plunge a plunger at Shorty’s
was Wayne (Kick Out The
Jams) Kramer of the MC5, and
the most recent to his knowl-
edge was a visit from Chef
Anthony Bourdain of “The Lay-
over” on The Travel Channel.
“The crowd changes,” he
explains. “On the weekdays we
tend to have more of a serious
crowd and on the weekends we get the
less experienced players. Pinball is a
novelty for them. On a weekday the
players come in and play all night.”
Certainly part of Shorty’s success is
due to the personality of its proprietor.
Avout is one of the most down to
earth, modest, easy going, and gener-
ous souls in pinball.
That’s what makes visiting Shorty’s
so great. Yes, it’s a nice, homey bar
with a large, well maintained game
room but Avout has filled it with his
inviting personality, which comes
through in his employees as well.
Readers are encouraged to stop by
if the opportunity arises. If not for a
drink, a hot dog, or a game of pinball,
then go to sit and have a chat with
Avout. One thing’s for sure, no one
should forget the address. For more
information on Shorty’s, visit (www.
shortydog.com). ▲
Photos by Jim Schelberg
Jim Schelberg, always curious about pinball, has been
publishing the PinGame Journal for more than 20
years. Jim has about 40 games of his own but spends
most of his pinball time attending events, snapping
photos, and talking to people about pinball. He can be
reached at (jims@pingamejournal.com); Web
(www.pingamejournal.com).
Top: Eugene Jarvis take a turn on a game
he’s probably never played before, at least
not in the past week. Right: Avout in front;
seated, (l-): designer John Popadiuk, artist
Doug Watson, Northwest Show organizer
Jerry Thompson, and pinball historian
Gary Flower.

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Laser beam rings have been a
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More magazines distributed.
More exposure for your product.
Advertise in Play Meter
888-473-2376
sales@playmeter.net

www.playmeter.comCLASSIFIEDS
Play Meter’s classified advertising is primarily intended for: buyers and sellers of used equipment, support and supply
firms and employment opportunity ads. You may pay by check, money order, Visa or Mastercard.
The deadline is usually before the 12th of the month prior to issue (example: September ad must be in before July 12).
FOR MORE INFORMATION, CONTACT CAROL LEA: (504) 488-7003 / sales@playmeter.net
If you have problems with or questions about any advertiser, PLEASE CONTACT US. We keep a file on all complaints.
Play Meter Magazine / 6600 Fleur de Lis / New Orleans, LA 70124 or fax: (504) 488-7083.
READERS/
ADVERTISERS
We do not knowingly accept ads
for copies or licensed games
involving a third party. We do not
print prices on games currently in
production. We encourage
advertisers to include their name,
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for the purpose of credibility. We
do not accept ads from companies
who consistently advertise
products they do not have or from
companies that we receive
multi-complaints about.
PLAY METER
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Amusement
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