FEBRUARY 2012VOLUME 27 | ISSUE 1

THE OFFICIAL NEWSLETTER FOR CALIFORNIA LOTTERY RETAILERS

Going on a Hot Streak Has Never Been Easier6 GAMES. 1 TICKET.

DEPUTY DIRECTOR OF SALES

Michele Tong

CHIEF, NORTHERN FIELD OPERATIONS

Stacy Matsunami

CHIEF, SOUTHERN FIELD OPERATIONS

John Garner

MANAGING EDITOR

Norma Minas

ASSISTANT EDITORS

Tim Dugas Kelsey Rubstello

CONTRIBUTORS

Eric Van Skike, Santa Fe Springs DistrictDon Takeda, Santa Fe Springs DistrictSteve Brown, Van Nuys DistrictHerman Fields, Van Nuys DistrictEdward Wilson, Van Nuys DistrictRudy Reyes, Inland Empire DistrictPaul Provencio, Key AccountsJohn Garner, Santa Fe SpringsVicki Esparza, Headquarters

COVER PHOTO

Norma Minas

DESIGN

Page Design Group

Dear Retailer,

Michele Tong,

Deputy Director of Sales

Thanks to you, we’ve experienced incredible Scratchers®

sales growth during 2011—making the California Lottery

the fastest growing Lottery in the United States. And we’ve

got even more profitable plans for 2012! Lottery retailers

are our most important business partners in our sales

success because you sell our product. Each time you activate and display

new games, you maximize sales.

The $10 game, $250 Million Cash Spectacular, helped beat our all-time weekly

sales records due to your dedication in keeping this Scratchers displayed

while TV and radio created consumer demand. That profitable strategy was

supported by the game’s prize payouts and the fact that 13 top prize winners of

$1 million came forward within weeks of the game’s introduction earning the

selling retailers a $5,000 bonus (check www.calottery.com for top prizes).

Our new $5 game—Hot Streak—is a great addition to your game displays

with 20 top prizes of $100,000 and six different games with two Fast $50

Spots. And wait until you see the advertising support for these Scratchers!

You’re going to see a difference in your Lottery profits.

How can you ex$ell in raising your Lottery sales? Just keep doing what

you’ve been doing. Remove the old games as directed in your Retail Product

Plan and display the new games we send you. It’s easy to Activate, Display

and Sell! It will increase your sales and your bottom line!

Have a Happy and Profitable 2012.

The California Lottery Security

and Law Enforcement Division

(SLED) is conducting an Underage

Gaming Decoy Program in an

effort to enforce the Lottery Act.

The law states that Lottery games may

be purchased only by those 18 years of

age and older.

Currently, underage decoys or minors

in the presence of a Lottery investiga-

tor are being sent into Lottery retail

locations around the state to purchase

SELLING LOTTERY TICKETS TO MINORS IS RISKY BUSINESS

FOR MORE INFORMATION

1-800-LOTTERY TDD 800-345-42751-800-568-8379

PROBLEM GAMBLING HELPLINE

1-800-GAMBLER

WWW.CALOTTERY.BIZ

Ever Been on a Hot Streak? There’s Gold in it!Going on a golden hot streak has

never been easier than with the new

$5 Scratchers®—Hot Streak.

The 6" x 4" ticket has six fabulous

games, 20 top prizes of $100,000 and

20 chances to win. Players will love

the two Fast $50 Spots featured on

this ticket.

Hot Streak will be supported with a

full media campaign including television,

radio, point of sale and outdoor adver-

tising. The ads beginning February 13,

2012, will feature a prospector panning

for gold, a California activity since the

days of the Gold Rush.

Be sure to Activate, Display and Sell

the bright yellow ticket, Hot Streak.

There’s gold in these new Scratchers.

Superior Super Warehouse Has the Golden Midas TouchIt’s a gold rush at Superior Super Warehouse. The Southern

California grocery chain’s success has grown significantly

with a loyal clientele that likes their high quality goods,

exceptional service and low prices. With 38 stores in the

chain and happy players, Store Manager Pablo Solis

knows how important it is to keep his Lottery profit

center visible to his customers. He works closely

with Bookkeeper Gregoria Zamarron to ensure that

all ticket bins are filled with the Ideal Game Mix

featuring the Lottery’s best-selling products.

Superior Super Warehouse joined the Lottery network in 1999 and is one of the top 20 Lottery chain retailers. Current annual sales have risen by 30% over last year. Recently, the Pico Rivera Superior Super Warehouse #131 received a $45,000 incentive for selling a $9 million SuperLotto Plus® ticket. A definite sign of a golden midas touch.

Lottery tickets. If you or any of your

clerks sells Lottery products to an

underage (under 18 years of age) per-

son, you may lose your contract to sell

Lottery games.

Underage gaming has become a serious

problem and your cooperation is needed

to keep this under control. Simply ask:

“May I see your ID?” It’s simple, it’s fair

and most importantly, it’s the law.

For more information, please con-

tact the California Lottery Security

and Law Enforcement Division at

1-800-LOTTERY. Remind your staff and

your customers, please play responsibly.

You must be 18 or older to play.

March 4–10, 2012, is Problem Gambling Awareness Week.If you or someone you know has a

gambling problem and needs help,

please call 1-800-GAMBLER.

Problem Gambling Awareness Week

SALESMAKER February 2012 1

Meet the faces at Lottery Headquarters who work hard

each day to make sure you’ve got the Ideal Game Mix at all

times! These are the folks that create your ticket orders to

ensure you have the newest and fastest selling games to

keep your Lottery displays full. By reviewing your sales his-

tory and inventory, your LTSS is working with you to make

your Lottery business a profit center.

1 2 3

Sign and accept delivery

of your new Scratchers

every month.

Press “Scratchers” on your

terminal followed by “Pack

Activation” and then scan

the barcode on the pack.

Keep the activation slip for

accounting purposes.

Note: This starts the clock at 50 days after activation or when 80% of low tier winners are cashed, this pack will settle.

Confirm your Scratchers by

pressing “Scratchers” on your

terminal followed by “Scratchers

Order Confirmation” and then

scan the barcode or enter the

pack number on the delivery slip.

Note: You will not be charged at this point.

Lottery Ticket Sales Specialists Turn Lottery Tickets Into Profits!

RECEIVE CONFIRM ACTIVATE

HOW TO MANAGE YOUR

Scratchers® YOUR STEP-BY-STEP GUIDE

Scratchers Inventory Management Center

Scratchers Inventory Management Center: Marta Carrillo-Pinilla, Diana Gallagher, Connie Jue, Carolina Romero, Stephanie Watts, Davette Sylvester, Grace Oshiro, Supervisor Vicki Esparza, Larry Seibel, Leslie Phillips-Love, Gina Kan, Kevin Sauer, Robert Ellsworth, O’Ryan Rudis. Not pictured: Danny Hamilton, Heidi Leonard, Ken Lapin.

2 SALESMAKER February 2012

4 5 6

Check your Retail Product

Plan or refer to www.calottery.biz

for information on where to

place your new tickets and

which Scratchers have to be

removed. Be sure every bin is

filled with tickets.

Now that you have activated

and displayed your tickets,

you are ready to sell.

You can easily manage your

inventory by printing a report

directly from your terminal.

Follow our easy guide to profits. Keep your

dispensers full at all times. Display Lottery

point of sale material prominently and keep

your customers informed of all new games.

Salesmaker and the Retailer Product Plan

(RPP) will keep you up to date with all the lat-

est tips and advice on how to best turn your

Lottery business into a profit center. Look

for more articles on Scratchers Accounting

Guidelines in future Salesmaker issues.

HOW TO BEST MANAGE YOUR

SCRATCHERS® ORDERS—

A STEP-BY-STEP GUIDE:

MEGA Crossword #722 is new and improved with bigger

crossword grids, a 10X multiplier and a first cash prize of

$10. This ticket offers a top prize of $75,000 and lots of

chances to win.

Keep the new deep purple Set for Life tickets in your

displays to give your customers a chance to win 20

more $2 million prizes. Once this game gets into your

display, there’s no telling who will be the next retailer

to sell a $2 million prize and take home a $10,000

bonus for that sale! Activate, Display, Sell.

$5 Scratchers Are Your Tickets to BIG Profits

DISPLAY SELL MANAGE

SALESMAKER February 2012 3

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 3-5

■ Taxes 3–6

■ General Information 3–0

GTECH HOTLINE800-666-6695

(For Lotto terminal or vending machine problems or related supplies, i.e. playslips, printer paper)

LOCAL LOTTERY OFFICESContact 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

Lottery Phone Numbers

www.calottery.biz

And the MEGA Crossword Retailer Promotion Cash* Winners Are…RETAILER NAME CITY PAYMENT AMOUNT

Quik Stop 4057 Petaluma $10,000

7-Eleven 13886A Saugus $10,000

S P Gas & Food Mart Berkeley $1,000

Travis Discount Liquor Fairfield $1,000

Stater Bros 181 Palm Desert $1,000

Allan's Market Wine & Lotto Port Hueneme $1,000

7-Eleven 2131-29540K Chula Vista $1,000

Step N Save 6 Fresno $1,000

Eastland Chevron West Covina $1,000

7-Eleven 2367-23585 Santa Clara $1,000

H & C Liquor Anaheim $1,000

It’s a $100,000 bonus for Chevron after

selling a $20 Million SuperLotto Plus®

jackpot to Norma Jean and John Crippen

of Rancho Mirage. It hit without warning

but with lots of preparation—keeping full

bins of tickets and prominently displayed

jackpot signs—Chevron sold a third jack-

pot ticket in the Inland Empire District.

Chevron is the third largest key account

in the California Lottery network and

this year their sales are 20% higher

than last year.

The last three times Chevron has sold

a winning jackpot, they have shared with

the nearby community. In this instance,

Martha’s Village received a $5,000 dona-

tion to offer job training/job hunting skills

and information on how to get a GED. “This

donation is crucial since we were close to

suspending these services,” said Director

of Development and Donor Relations Blair

Amidei. “We’re fortunate to get it especially

at this time of year.” The winners of the

November 12, 2011, SuperLotto Plus jackpot

also shared their winnings by donating to

their special charities.

Chevron | The Third Time’s a $100,000 Charm!

From left to right: District Sales Rep Roger Rice; Chevron Category Manager Don Tovar; Lottery Sales Manager Rudy Reyes; Key Accounts Specialist Paul Provencio.

*All cash winners may be viewed at www.calottery.biz4 SALESMAKER February 2012

GOODE’S LIQUOR

Pawandeep Singh, Mohinder Kaur & Singh Jr. Oxnard

Selling a winning $250 Million Cash

Spectacular ticket has its perks. Not only did

Pawandeep and Mohinder receive a $5,000

bonus, but their Scratchers sales have

increased over 20% since the big win. The

trick to keeping this increase is carrying the

Ideal Game Mix. They make sure that the

displays of $250 Million Cash Spectacular

tickets are always full with two facings for

their loyal Lottery players to purchase.

BEST FOOD MARKET

Ik Ho Yun, “Kevin,” & DSR Don Takeda Long Beach

It doesn’t hurt for your store’s first

big Lottery winner to be cashing in a

$1 million ticket. Kevin makes sure to

recommend the new $10 game when his

customers come in to buy Lottery tickets.

He says, “Come in and buy the ticket for

more chances to win!”

Retailers Earned $5,000 Selling$250 Million Cash Spectacular Top Prize

And that’s not all. Once the word got out

about the winnable ticket, it was flying

out of displays with retailers forced to

say, “SOLD OUT!” When customers are

happy, retailers are happy because sud-

denly they find more customers coming

in to buy tickets. It’s a great start to 2012

and to meeting our sales goals. Keep the

$10 ticket in your display for a chance at a

$5,000 bonus.

It didn’t take long to see the positive effects of selling the California Lottery’s first $10 game. Shortly after its introduction, players started winning the top prizes of $1 million and retailers earned $5,000 bonuses.

DEL GAUDIO’S MARKET

Sal Del Gaudio Pacoima

Sal Del Gaudio’s special advice for selling

the $250 Million Cash Spectacular game is

simple, “Smile when you sell it.” With a

smile, and the help of ex$ell in keeping his

bins full of the Ideal Game Mix, Sal sold a

grand prize-winning ticket and is now receiv-

ing a $5,000 bonus. Sales at this store have

gone up more than 10% since his customer

won $1 million…that sure is something to

smile about!

MEDIA CENTER CHEVRON

Jairo Memije, Shamsun Nahar & Mahbubur Rahman

Burbank

Media Center Chevron was the third retailer

to sell a grand prize $250 Million Cash

Spectacular winning ticket. By keeping to

the principles of ex$ell and making sure the

brightly-colored ticket is visible in his store,

sales have been great and one lucky player

won $2 million.

DONUT’S DONUT’S

Larry Ta, Anita Ly & DSR Eric Von Skike Cerritos

Sales have doubled at Donut’s Donut’s since

news of the $250 Million Cash Spectacular

grand prize winner got around to custom-

ers. That makes Larry and Anita two very

happy owners. “We took over this store

about a year ago, and since selling the mil-

lion dollar ticket, sales have been very, very

good,” said Larry. Their secret to selling is

making sure they have eight facings of the

$10 ticket in the store and letting custom-

ers know with every purchase they can be

the next big winner!

SALESMAKER February 2012 5

San Francisco Chinese New Year Street Fair

February 11–12, 2012, Ambassador Events at:

Lian Hua Trading Company

894 Stockton St.San Francisco, CA

EVENTS CALENDAR

D&G Group Company

1157 Grant Ave.San Francisco, CA

Riverside County Fair & Date Festival

February 17–26, 2012

Riverside County

Fairgrounds

82-503 Hwy 111Indio, CA