CHANCE PASS GO

WIN!

FALL 2012VOLUME 27 | ISSUE 5

THE OFFICIAL NEWSLETTER FOR CALIFORNIA LOTTERY RETAILERS

SEE BACK COVER FOR DETAILS

WIN!HERE’S YOUR

CHANCE TO PASS GO

LOTTERY RETAILERS

AND

LOTTERY COMMISSIONERSPhil Tagami, Chairman Gregory AhernNathaniel Kirtman III Connie M. PerezJohn Smolin

CALIFORNIA LOTTERY DIRECTOR Robert T. O’Neill

DEPUTY DIRECTOR OF SALES & MARKETINGRichard Mahan

DEPUTY DIRECTOR OF SALESMichele Tong

CHIEF, NORTHERN FIELD OPERATIONSStacy Matsunami

CHIEF, SOUTHERN FIELD OPERATIONSJohn Garner

MANAGING EDITORNorma Minas

ASSISTANT EDITORTim Dugas

CONTRIBUTORSAl Alvarado, Key AccountsTerri Blank, Van Nuys DistrictJeff Bermont, Van Nuys DistrictLindsey Chianello, San Diego DistrictPolly Chow, San Francisco DistrictLaura DiGiambattista, HeadquartersWendi Doyon, Van Nuys DistrictSteven Fontennette, Van Nuys DistrictSteve Freund, Key AccountsMurray Gruber, Santa Fe Springs DistrictDavid Kauls, Santa Fe Springs DistrictKarl Levine, San Francisco DistrictSaik Poh, Santa Fe Springs DistrictJohn Reedy, Santa Fe Springs DistrictMona Sanders, East Bay DistrictPatti Yoder, Headquarters

DESIGNPage Design Group

FOR MORE INFORMATION1-800-LOTTERY TDD 855-591-57761-800-568-8379

PROBLEM GAMBLING HELPLINE1-800-GAMBLER

COVER PHOTOPhoto by: Norma MinasVons Industrial Engineer Jae Kim keeps a close tab on his Lottery products.

WWW.CALOTTERY.BIZ

Dear Retailer,We broke all sales records last year and we’re getting

ready to raise sales even higher this year! Our exciting new

products will please your customers and help raise your

profits, too. So far, year-to-date Scratchers® are outpacing

last year’s sales!

Michele Tong,

Deputy Director of Sales

1 – Confirm 2 – Activate 3 – Display

Taking advantage of this momentum and increasing your Scratchers sales is as easy as 1 – 2 – 3 …

From September 24, 2012 through January 5, 2013, follow a few easy steps

and you’ll automatically be eligible for up to three entries per week in our

Chance to “Pass Go and Win” MONOPOLY™ retailer incentive promotion—

see the back cover for details!

Our MONOPOLY™ family of Scratchers will be supported by radio,

television, digital advertising and a player promotion at www.calottery.com.

It’s a winning combination to grow your sales and put some real MONOPOLY™

money in your pocket at the same time!

But we’re not stopping there… Hot Spot® raises the temperature, too,

by featuring hotter prizes beginning October 19th. The increase

will make this game more exciting and a

sizzling hot purchase for your players.

See inside for more information on

hotter payouts from Hot Spot!

Thanks a million,

Within 48 hours of new ticket order availability;

All six of the $5 games available;

All three MONOPOLY™ game price points $5, $2, $1;

The two $10 games $1,000,000 Fortune and the newest

$250 Million Cash Spectacular

Vons Focuseson Sizzling Lottery Sales

How does Jae grow his Lottery business? He starts with the day to day basics:

5. Maintain fully operating self-

service terminals.

6. Look closely at your accounting

practices and make sure you are

up to par with modern Scratchers

accounting. Just because you display

a book of Scratchers doesn’t mean

you have to pay for it right away or

that you have to keep it until it sells

out. Replace tickets that are not

selling with new tickets.

1. Place Scratchers in displays

according to the planograms you

receive in the Retail Product Plan.

You will sell more tickets and

make higher profits, too!

2. Make sure that all displays are full.

3. Immediately display new tickets

because customers are expecting

to see them.

4. Check for low-selling tickets and

replace them with new tickets you

receive each month.

Fresh and green are words used to

describe produce, but Vons Industrial

Engineer Jae Kim knows that Lottery

Scratchers® fill that description too. Each

month when his stores receive their newest

shipment of Lottery Scratchers, he knows

he’s going to turn those tickets into green

cash if he can get the freshest Scratchers

out in his displays.

Jae Kim treasures his relationship

with the Lottery saying, “The Lottery

is doing a good job with the games it is

sending us and the advertising support

that they offer. Lottery sales are continu-

ing to go up and the lion’s share of those

sales are Scratchers. Vons got into the

Lottery business to offer our customers

an added convenience and it has really

taken off.” Working closely with his Key

Account Specialist, Steve Freund, Kim

continually searches for new ways to

promote Vons’ Lottery sales and their

contributions to public schools.

Jae stays in close communication with Mona

Nakamine in the Vons Finance

Department and with Lisa Sheffler,

Prevention Data and Payment

Analyst, to ensure all of the

Vons stores activate the new-

est Scratchers and display them

according to the planograms in

the monthly Retail Product Plan.

Vons markets have been a California

Lottery partner since 1985 serving Lottery

players in Southern CA, Central Coast and

the Central Valley. Vons is 7th out of the

top 10 Lottery Key Accounts in the state.

With 257 stores, their 2011 Lottery sales

of $32.2 million grew more than 22% over

the prior year.

Make sure that all displays are full.

SALESMAKER Fall 2012 1 Fall 2012 1

Save time when ordering tickets by

printing out a Scratchers® Inventory

Report before contacting the Lottery.

Just follow these simple steps:

Need More Tickets? ORDER AT 1-800-LOTTERY, OPTION 3

First, review the report carefully

and decide if you still need tickets; then,

select the tickets you wish to order using

the most current Retail Product Plan

delivered by your District Sales Rep or

posted at www.calottery.biz.

• Call 1-800-LOTTERY and follow the command prompts to reach your Scratchers Inventory Management Center Specialist (LTSS).

• Please use the game numbers rather than the game names when ordering your tickets. The game numbers are listed in the Retail Product Plan.

• To see if your order has been placed, print another Scratchers Inventory Report the following day and you should see your order in the “create” or “issued” column. Your order should arrive within the next several days.

THERE ARE FIVE (5) DIFFERENT COLUMNS ON THE REPORT:

SCRATCHERS INVENTORY REPORT FROM YOUR TERMINAL

Lottery Phone Numbers

RETAILER INFORMATION

800–568–8379 (800–LOTTERY)

RETAILERS PRESS 3

Scratchers Inventory press 3–1

Scratchers Adjustments, Confirm, Activate, Validations press 3–2

Revenue, Banking Issues press 3–3

New Terminal Installations press 3–4

Criminal Activities press 3–5

Taxes press 3–6

General Information press 3–0

CALL GTECH HOTLINE

1–800–666–6695

When you have Lottery terminal or vending machine problems or if you need supplies, i.e., playslips, printer paper or retailer adjustment forms.

LOCAL LOTTERY OFFICES

Contact your District Sales Representative or local Lottery Sales Manager at the following numbers:

San Francisco (650) 875–2201

East Bay (510) 670–4631

Sacramento (916) 830–0292

Central Valley (559) 449–2444

Van Nuys (818) 901–5197

Santa Fe Springs (562) 906–6357

Santa Ana (714) 708–0541

Inland Empire (909) 806–4131

San Diego (858) 492–1701

ISSUED (ISS)—displays

the tickets that are

currently on their way

to your location

CONFIRMED (CONF)—displays

the packs of tickets that you

have received and confirmed

through the terminal

ACTIVATED (ACT)—

displays the packs

of tickets that you

currently have

activated

SPECIAL FUNCTION

REPORTS

SCRATCHERS

INVENTORY BY REPORT

SUMMARY BY PRICE

PRINT REPORT

PRESS

PRESS

PRESS

PRESS

PRESS

PRESS

GAME—displays each

game’s price point and

game number

CREATED (CREA)—

displays tickets that

have been ordered for

your location

2 SALESMAKER Fall 2012

Lottery Products Offer Higher Profit Per Square Foot Do you know you get a 6% commission for each

Lottery ticket that you sell? Check for yourself

and see if Lottery products offer you more profit

per square foot than any other products in your

store. Check how much you make per square foot

selling milk versus Scratchers. Do you know how

much you make for each transaction? See below.

$ 10 SCRATCHERS = 60¢ for a single transaction!

$ 5 SCRATCHERS = 30¢

$ 3 SCRATCHERS = 18¢

$ 2 SCRATCHERS = 12¢

$ 1 SCRATCHERS = 6¢

It pays to carry higher price point tickets

because they earn you more per transaction and

are easier for you to carry in your display cases.

Less handling and more profit for you—higher

prizes and more fun for your customers!

Hot Spot® Heats Up With Hotter PayoutsHot Spot is turning up the heat beginning

October 19th. The Hot Spot/Bulls-Eye game

is played exactly the same as before and the

odds remain unchanged.

The difference for players is a chance at

winning 44 BIGGER mid-tier prize levels

between $5 and $600 that will keep the

game new and exciting.

For example:

Before New Hot Spot Payout

4 Spot prize $55 $75

4 Spot Bullseye prize $200 $275

Players will like the new prizes and you will

enjoy higher sales.

Ask your sales rep for assistance on set-

ting up an area in your store just for your

Hot Spot players. An inexpensive table and

chairs in a corner or coffee area can turn

into a profit center for you.

For more retailer information, be sure to ask your sales rep or look on www.calottery.biz

BEGINS OCTOBER 19, 2012

Let the profits roll in as customers get a choice of TWO $10 tickets. And if a

customer wins a million bucks, you get a $5,000 bonus on top of your selling bonus.

The $1,000,000 Fortune is a ticket with a rich red and gold look and, loaded

with 25 $1,000,000 prizes, will draw attention in your

Lottery display. This ticket is going to sell as soon as you

activate and display. Each sale gives you a chance at winning

$5,000 and you get 60 cents for each transaction! This

ticket features a new web-based promotion giving players

an additional chance to win! More details to come —

at www.calottery.com.

$250 Million Cash Spectacular, with a top prize of $1,000,000,

will come in your November shipment of tickets with a new look

and loads of cash—it’s going to keep your players excited!

Stocking higher priced games is easier and more profitable for

you. Give your customers the freshest and the best Scratchers

choices and they’ll keep coming back for more!

Now There Are Two $10 Games to Display— It’s Your Ticket to Higher Profits

SALESMAKER Fall 2012 3 SALESMAKER Fall 2012

KWIK PIK MARKET’S LUCK IS WORTH $65,000!Lightning struck Kwik Pik Market in

Rohnert Park when one lucky player won

a $13 million SuperLotto Plus® jackpot,

paying the store a $65,000 bonus. As

news of the lucky win spread, owners Kulbir

Dusanjh and his son Harjot Dusanjh

noted their sales began to increase as new

customers flocked to Kwik Pik Market to

purchase their Lottery tickets. So, not only

did the Dusanjh’s get a $65,000 bonus,

now their sales are increasing and they’re

considered one of Sonoma County’s

“Lucky Retailers.”

Retailer Kulbir Dusanjh Shows his $65,000 oversized check.

DALY CITY’S MESKEL MARKET HITS $5,000 BONUS You never know when a sale could be

the next BIG WIN! Meskel Market’s

Seifu Asress received a $5,000

bonus for selling the Lottery’s $10

ticket—$250 Million Cash Spectacular.

One of Asress’ lucky players uncovered

a $1 million prize and that meant

a $5,000 bonus for Meskel Market!

“My Lottery customers are the reason

for my Lottery business succeeding,”

said Mr. Asress.

Owner Seifu Asress (center) celebrates with Meskel Market’s clerks Virginia and Francis.

7-ELEVEN STORE IN WALNUT ZEROES IN ON $75,000 BONUSWhen they got the call at the 7-Eleven

on Grand Avenue in Walnut there was a

lot of screaming! The franchisee, Jasbir

Singh, is celebrating a $75,000 bonus for

the sale of a $15 million SuperLotto Plus

jackpot ticket. “How can I get another

terminal?” asked Jasbir. “My sales are

already going through the roof!”

Jasbir’s advice to other retailers is

PUSH IT. Make sure you have all the

newest games for sale—they won’t sell

if you have them in the back room or

under the counter. Be proactive and keep

your customers happy.

Celebrating their big win are Store Manager Angeli Singh, Sales Associate Efrem Tewelde and Franchisee Jasbir Singh.

Retailers Sell & Win Big in California

With the launch of six $5 price point Scratchers, combined sales

for Scratchers are 52% ahead of sales for this same time last

fiscal year. MONOPOLY™ is sure to keep the momentum growing

this fall! Supporting the growth trend in your stores is simple—

Activate Display & Sell!

If you’re looking for higher sales and easier handling for you—and a

30¢ cent commission from each ticket sale—activate and display the $5

games. You can keep your customers happy and increase your profits

when you sell more $5 tickets!

Make Higher Profits When You Sell Six $5 Scratchers®

4 SALESMAKER Fall 2012

$260,000 FOR EAST BAY’S KWIK STOP!Akber Hussain received $260,000 as

the lucky retailer who sold a $52 million

jackpot to a MEGA Millions player. It was

a family affair the day Hussain accepted his

retailer bonus of ½ of one percent of the

jackpot. Both of his sons and their wives,

along with Akber and his wife Farida, were

happy to receive the large bonus.

Hussain plans to use the money as a

college fund for his three grandsons. This

location isn’t new to big Lottery prizes,

though—having sold a $200,000 winning

ticket in the past—but nothing quite like this

one. Sales of all Lottery games at my store

have increased 40%,” said Hussain. “Once

word spread of the lucky win, everyone

wants to buy a ticket here.“

JAMES SERVICE CENTER RECEIVES $5,000 BONUS Owner of James Service Center in Los

Angeles, James Lee, was elated to find out

he had sold a $250 Million Cash Spectacular

$1,000,000 prize to a lucky customer.

Having sold Lottery tickets for more than

15 years, Lee has seen first hand how sell-

ing $10 games helps his bottomline. “Why

wouldn’t I sell higher price point tickets,” said

Lee, “I make more money when I sell the $5’s

and $10’s. It’s a win-win!“ Since selling this

large prize and receiving a $5,000 bonus,

Lee has experienced an increase in sales of

approximately 25%. “The oversized check

showing I sold a winning ticket helped a lot,”

said Lee. “Sales will likely keep going up!”

Lupe Calzada, a clerk at James Service Center, shows off the BIG Winning check.

ROWLAND HEIGHTS’ INDUSTRY SHELL WINS $5,000Chris Chan, owner of Industry Shell,

has sold Lottery tickets since 2000.

Lately, Chan has seen an increase in sales.

Now one of his lucky customers has

scratched a $250 Million Cash Spectacular

$1 million winner and earned his business

a $5,000 bonus!

Since the introduction of the

$10 ticket, Scratchers® sales have really

improved. He attributes the increase

in sales to higher payouts that keep

customers coming back to his store. He

also makes sure he keeps his selection

of Lottery tickets as fresh as possible by

activating and displaying all the latest

games he receives.

Owner Chris Chan and Manager Eric Udukumbuoc with District Sales Rep John Reedy.

The Hussain family-- Rahil, Akber, Zohra, Lubna, Nazish and Farida.

SALESMAKER Fall 2012 5

Winners will be chosen from eligible entries created

automatically when you simply confirm, activate and

display new Scratchers for sale each week.

In the last week of October and the last week of November,

142 retailer winners will be selected each month to receive a

$200 cash prize. That’s 284 winners in all!

During the week of January 13, 2013, the California

Lottery will draw nine $1,000 winners (one per district

office) and nine $2,000 winners (one per district office).

BEGINNING SEPTEMBER 24, 2012 THROUGH JANUARY 5, 2013

1Confirm, activate and display

for sale at least one (1) pack

of each new Scratchers® game

within 48 hours of delivery and

you’ll earn an eligible entry for

a chance to win.

2Earn additional entries when

you ensure all six (6) of the

eligible $5 Scratchers games

are active and displayed for

sale each week.

3Earn even more entries by

making sure at least one (1)

pack of each of the $1, $2,

and $5 MONOPOLY™ family of

games is active and displayed

for sale each week.

A $10,000 Grand Prize drawing will be held for TWO lucky

retailers (one from the Northern Region and one from the

Southern Region).

The $1, $2 and $5 family of MONOPOLY™

tickets is sure to WOW your Lottery

players. This is a real chance to win

real cash prizes!

Don’t miss out on this chance to WIN BIG.

Ask your Sales Rep for additional information.

MONOPOLY™ & © 2012 Hasbro.

All Rights Reserved.

$200 $10,000YOU COULD WIN $200 TO $10,000

RETAILER INCENTIVE PROMOTION