Prize Patrol

prize patrol

Sureshot Redemption Delivers Wealth of Prizes and Experience

o the untrained eye, there may not retail and amusement chains where quality Above, The Foland Group’s Ontario, be much of a difference between and safety are paramount. We take input Calif., headquarters house Sureshot Redemp- tion, one of the industry’s largest and most one whoopie cushion and the next, from all of our divisions to help build a T successful prize and novelty suppliers. this spider ring or that one. Sureshot well-rounded quality assortment.” Redemption has worked to change that In today’s highly regulated and com- goods will carry licenses for 2012 movies, perception, in terms of quality and reputa- petitive market, crafting a diverse invento- including The Amazing Spider-Man, The tion, by educating fun centers and game- ry that delivers value to end consumers Avengers, Battleship, Madagascar, Ice rooms with unique, retail-quality product across range of price points is trickier than Age and Dark Knight Rises (Batman), in and merchandising practices for redemp- ever. Sureshot has continued to hold its addition to Disney, DreamWorks and tion counters, centers and merchandisers. prices while continually looking for facto- Warner Brothers lines. The Pink Panther As Sureshot has proven, the difference ries and channels to sustain and improve and Clifford the Big Red Dog have also often lies not just in a prize’s design and value without sacrificing quality or ser- been added to their licensed collection. make but the ability to source and negoti- vice. Additionally for the new year, Sureshot ate better bulk purchases, to secure trendy “The current economic situation in the will deliver popular Hasbro-licensed as well as enduring licenses and to be an U.S. and worldwide has had an impact on brands to the amusement market — indispensable resource regarding redemp- our personal and professional lives,” Mike notably, Transformers, My Little Pony, tion operations. That expertise comes from noted. “There are increased price pressures Monopoly, Scrabble, Tonka, Nerf and Sureshot’s distinction as the largest divi- across many markets. The current factors Twister to name a few. sion of The Foland Group — also com- in Asia are increased costs in raw materi- Specially curated merchandiser kits are prising Charm Company, Novelty als, inland transportation, labor and yet another focus for Sureshot, which Specialties and Prize Proz — which has exchange rates. Our Hong Kong buying organizes and regularly refreshes product not just catered to numerous amusement office is constantly traveling throughout for Winners’ Cube, Road Trip, Stacker, centers and theme parks but helped devel- Asia inspecting factories and sourcing new BarBer Cut Lite and Tickets to Prizes. op and grow the FEC industry that sus- manufacturers.” Fulfilling orders — with a turn-around tains them. Those pursuits have secured a diverse commitment of 24 hours — is only the “We have always focused on retail-ori- and vibrant range of prizes for 2012. beginning of Sureshot’s value-added ser- ented manufacturers to bring higher quali- Sureshot will continue to offer their dis- vices. Mike explained, “Sureshot offers ty to the amusement market,” said Mike tinctive USAopoly line of licensed assistance with location setups, location re- Lynch, VP. “We supply major national Monopoly games. Further, a wealth of merchandising and assortment planning.

Sureshot added a 100,000-sq.-ft. distribution center in 2010 for Sureshot Redemption’s built a new 3,500-sq.-ft. showroom with improved efficiency in delivering orders with a 24-hour turnaround, a rotating display of up-to-date prizes for counters, walls and bins. while expanding Sureshot warehousing.

December 2011 • RePlay Magazine • Page 67 We have inventory management programs Dennis Foland started the firm. Already a ing other firms like Charm Company — a and are compatible with all POS systems, veteran of merchandising, Foland had high-end toy supplier for customers like as well as electronic data interchange. Our spent 10 years with J.C. Penney and five Neiman Marcus and reportedly the top in-house art department can develop a with Disneyland as assistant merchandise source for retail rocking horses — and complete logo program with customers’ manager and later VP of merchandise and Novelty Specialties, a candy-based novel- existing artwork, or we can help create a games for Marriott’s Great America Parks. ty company. logo to meet their requirements.” Foland partnered with Ron Mayers to sup- The founding in 1997 of Sureshot

Prize Patrol The Foland Group has offered in store ply World’s Fairs with souvenirs, a busi- Redemption grew out of large customers setup and merchandising since 1979, when ness he kept up into the ’90s while acquir- increasingly sourcing direct and the his- toric rise of redemption. In 2000, Foland A 10-year veteran of moved the group from its Northern Sureshot, Jennifer Young California headquarters to Ontario, Calif., Sureshot Sales Reps is an authority on merchan- in Southern California, where rents were diser kit creation while sup- porting merchandise setup, comparatively cheaper than those inflated Aaron Graves graves planning and inventory by the dot-com bubble. Astoundingly, the brings 18 years of redemp- management for cus- relocation required 300 40’ trailers to tion merchandising experi- tomers. Fun Fact: “I enjoy writing poetry move the inventory. ence, including four with and short stories.” Sureshot, to customers. They have recently expanded yet again, Among numerous special- Meg Bonnichsen has adding a new 100,000-sq.-ft. distribution izations, Aaron has a nearly two decades of center. The new building handles retail and focused talent on redemption counter hands-on experience maxi- setup. Fun Fact: “My family owns a popu- mizing customers’ mer- fundraising distribution, which effectively lar steak house in Omaha called chandise potential on loca- increased the warehouse space dedicated to Piccolo’s.” tion and has called Sureshot in the main facility. The company Sureshot her professional also boasts a new 3,500-sq.-ft. showroom Bryn Netz practices what home for three years. Fun Fact: “I enjoy he preaches, having not Nebraska football, boating, snow skiing, for a working display of the most up-to- only consulted but also riding my Harley, traveling and spending date prizes and layout configurations. partnered with crane route time with my family.” Among their legions of customers, one operators. Before his 10 years and counting with Though the new kid on the standout is the FEC chain GameWorks, Sureshot, Bryn worked four block at Sureshot at only which has used Sureshot as their primary years with Play by Play/Ace Acme, 12 two years, Richard Mays vendor since starting in the late ’90s. with Malibu Grand Prix and four with Six has 25 years of experience “Dennis Foland has taken time to visit Flags Magic Mountain. Fun Fact: “I used in the amusement industry, to be on an amateur archery target shoot- including three as a midway all of our venues, as well as work person- ing team for both compound and re-curve games manager at Circus ally with us designing our signature line,” bows. I applied to compete in the 1984 World in Haines City, Fla., in addition to a said the chain’s Elizabeth Powers. “He Summer Olympics but contracted a decade of redemption coordination. Fun runs his company with pride, diligence severe case of tonsillitis and was in the Fact: “I enjoy offshore fishing, love ani- hospital getting them removed during mals and was a rodeo clown in the ’70s. and fairness, and that mentality is reflected competition.” Just kidding.” in his employees. This industry causes me to work a wide variety of hours, and I Dennis Sidler has assisted Rorie Keller worked in customers across many banking until 1987 when a appreciate how frequently my sales rep is industries, including whole- friend introduced her to the available during those odd times and salers, retailers, fundrais- amusement business. After always answers my questions and con- ers, over his 14 total years growing numerous redemp- cerns in a timely and professional manner. in redemption. Fun Fact: “I tion operations for cus- have a finance and eco- tomers under Ace Novelty, Their sales representatives are experts in nomics degree. Growing up, all I wanted she has been one of the main faces of the industry and offer a wide range of to be was a president of a bank. That Sureshot for 14 years. Fun Fact: “I grew ideas and tools to help us market to our dream ended when I learned firsthand up in what has become a popular beauti- how boring the banking industry can be ful vacation resort, Lake Tahoe, although guests and train our staff.” when I took a job as a manager of a bank when I was born it wasn’t yet that popular. Of their approximately 100 employees, after graduation.” I grew up snow skiing from the time I was a number of reps reside in other parts of a toddler and was an avid water skier the country. Sureshot’s embrace of the Jim Waldsmith currently later.” has 21 year of experience telecommuting model has improved the in various roles of the FEC A 25-year amusement company’s response rate and access in business, including eight as industry veteran, including various cities and time zones, while popu- the owner of multiple game- eight with Sureshot, lating their team with some of the most room locations and a route. Sondra Doyle has seen it Holding a Bachelor’s of all. She started as a design- experienced redemption specialists in the Business from Arizona State, Jim spent er and manufacturer of country (see this article’s mini-profiles on six years in retail and two in banking and sports-themed redemption each). real estate. Fun Fact: “I played ice hockey games, including the original Doyle Hoop for 16 years.” Shot basketball game, before branching “Sureshot will continue to provide the into prize supply to become a merchan- best quality assortment at the best price dise and party supply specialist. Fun Fact: with exceptional service,” Mike conclud- “I am an avid ghost hunter. As time and ed. “We have continually grown over the travels allow, I visit as many haunted places as I can.” years through customer referrals, word of mouth and customer satisfaction. N

Page 68 • RePlay Magazine • December 2011