SalesmakerSalesmakerJANUARY/FEBRUARY 2010VOLUME 25 | ISSUE 1
The Official Newsletter for California Lottery Retailers
CALIFORNIA LOTTERY COMMISSIONERSJohn Mass, ChairmanMargaret MimsC.C. Yin
CALIFORNIA LOTTERY DIRECTORJoan M. Borucki
CHIEF DEPUTY DIRECTORLinh Nguyen
DEPUTY DIRECTOR OF SALES AND MARKETINGMichael Brennan
DEPUTY DIRECTOR OF SALESMichele Tong
CHIEF, NORTHERN FIELD OPERATIONSStacy Matsunami
MANAGING EDITORNorma Minas
ASSISTANT EDITORTim Dugas
CONTRIBUTORSSally Forcier Nipat HwaKarl LevineKelsey RubstelloHarold Rubin-Smith
FOR MORE INFORMATION CALL:1-800-LOTTERY TDD 800-345-4275
PROBLEM GAMBLING HELPLINE:1-800-GAMBLER
WWW.CALOTTERY.BIZ
It’s 2010! What a great time to set course for a brighter
future. We all make resolutions during the new year for our
lives and our businesses. The California Lottery is setting forth
new initiatives that will continue to support our retailers.
We’ve got exciting new programs and information to make
your work easier and encourage higher sales. Our new
initiatives will be coming your way as soon as all the
details are complete.
Congratulations to each of you for being part of the past year's sales
totaling nearly $3 billion! This is the ninth straight year we’ve contributed more
than $1 billion to the state’s public schools. Your customers won $1.5 billion in
prizes and retailer commissions totaled more than $208 million!
Last January the Lottery debuted the Make Me a Millionaire TV game
show which proved to be a bright light in our challenging economy. The show
features an exciting new format with four different ways contestants can win
cars, money and a rolling prize starting at $1 million. Since the show started,
684 contestants have won more than $24 million and five lucky winners have
gone home with a multi-million prize. The new Scratchers® game and TV show
helped raise Scratchers sales to over $1.61 billion, a 4.1 percent increase
compared to the year before.
In May 2009, we launched the calottery℠ REPLAY program as a feature
on the Lottery’s public Web site giving players the opportunity to enter their
non-winning Scratchers ticket for a “2nd Chance to Win”. This program allows
the Lottery to offer players additional value from their Lottery purchases.
Some won concert tickets, NFL game suites, music downloads and even the
opportunity to attend a movie premiere. Every new Scratchers ticket is now
eligible for calottery Replay adding extra value to customer purchases. Your
players also have the added convenience of checking their tickets on the
Check-a-Ticket equipment. It's all part of expanding our player base and
keeping the excitement high while increasing ticket sales.
Best wishes for a profitable 2010!
MICHAEL BRENNAN Deputy Director of Sales and Marketing
Dear Retailer,
MICHAEL BRENNAN
Deputy Director of
Sales and Marketing
COVER:
SuperLotto Plus Draw Announcer Rosemary Orozco Photo by Norma Minas
Pak 'n Save, a Safeway company,
was presented with an “economic
stimulus”—$192,500 for selling a
$38.5 million MEGA Millions lottery
ticket. The ticket was purchased at
the store for the November 10, 2009
draw by South San Francisco player
Lourdes Salinas, one of two who split
the $77 million prize in the multistate
lottery drawing.
A check was presented on
December 17, 2009 to Safeway officials,
who generously shared their bonus
with the community. A donation
of $5,000 was made to the Second
Harvest Food Bank of Santa Clara
PAK 'N SAVE NETS
$192,500 for Selling MEGA Millions® Jackpot
and San Mateo counties, and another
$5,000 to the North Peninsula
Neighborhood Service Center. Karla
Molina de Bourdon, Executive Director
of the North Peninsula Neighborhood
Service Center, expressed her deepest
appreciation for the donation: “It’s a
difficult time for all community service
organizations and food banks that have
been severely impacted during these
economic conditions. This donation
will help a lot.”
This location has been selling Lottery products since the California Lottery began in 1985, and has the highest sales in the Safeway chain. Safeway stores’ annual sales contribute approximately $11.8 million toward the state's public schools.
Left to Right: San Francisco District Sales Manager Karl Levine; Safeway District Manager Kevin Lovell; Lottery Deputy Director of Sales Michele Tong; Pak 'n Save Store Manager William Kong; Safeway Director of Public Affairs Susan Houghton; Safeway Regional Vice President John Obrey; Industrial Engineering Pam Stiles; Key Accounts Specialist Harold Smith; District Sales Representative Joyce Yarbrough.
WINNER TICKET RETAILER RETAILER CITY ENTRY TICKET
Trisha Ruiz Kenwood Market Spring Valley TV Show #570
Lillian Truxton Rainbow Donuts #1 Westminster TV Show #590
Kenneth Bender Chevron #1525 Folsom TV Show #590
Kerri O'Maley Raley's #410 Folsom TV Show #590
Richard Davis 7-Eleven 2174-13800 Anaheim TV Show #590
Helen Negrette Arco AM/PM Lomita TV Show #570
Hyon Yang AJ Grocery Express Santa Maria TV Show #570
Pablo Rodriguez Quickie Mart San Jose TV Show #570
Ghassan Matthe Louie's Market Place San Diego TV Show #570
Vicki Johnson Gold Ranch Lottery Floriston Fantasy 5
Connie Koakiatharvorn Cypress Smoke Shop Cypress Fantasy 5
December & January’s Car Winners!
RETAILER NEWS
Lillian Truxton and Trisha Ruiz celebrate after winning new cars on Make Me a Millionaire!
SALESMAKER Jan/Feb 2010 1
RETAILER OF THE MONTH
Long Beach’s Super Convenience Store
IS A COMMUNITY CORNERSTONELong before Facebook and Twitter,
the corner store was the pulse of the
community. Today, Super Convenience
Store in Long Beach is an example of how
neighborhood stores provide a network
hub in the community. The California
Lottery’s January Retailer of the Month, Jay
Mahboob and Evelin Melendez are partners
in this small market where half of overall
sales come from Lottery products.
Their clientele is like a "Who's Who"
of Lottery players. A winner of the
California Lottery's Million Dollar Raffle,
Cecelia Madrid and daughters, showed
up at their favorite Lottery location to
celebrate with the owners. Also in the
crowd was Thomas Johnson, a prize
winner of more than $60,000 from the
Lottery’s television show. Since Evelin
and Jay encourage Lottery player groups
and currently have almost 20 groups
purchasing tickets at the Super
Convenience Store, one groups Lotto
captain was on hand to represent his
team of players. Large bulletin boards
filled with daily draw results are posted
on the wall to help players check the
winning combinations.
Above: Super Convenience Store Manager Jay Mahboob and store owner Evelin Melendez proudly display their retailer incentive check and the plaque awarded to them as our latest Retailer of the Month.
Inset: Super Convenience Store’s active support for organized groups of Lottery players encouraged this “Lotto Captain” to attend and share a moment discussing his experiences with Lottery Sales Manager John Bridegroom. Not Shown: Also present to congratulate Super Convenience Store was Bridget Sramek, Chief of Staff for Long Beach Council member Patrick O’Donnell.
2 SALESMAKER Jan/Feb 2010
1
1 On hand to share the excitement of the day, lucky $1 million Raffle winner Cecelia Madrid (in white) gets a hug from Deputy Director of Sales Michele Tong while Cecelia’s two daughters proudly join in.
2 Left to Right: Santa Ana District Office Sales Manager John Bridegroom, Chief of Northern Field Operations Stacy Matsunami, Manager Jay Mahboob, owner Evelin Melendez, Lottery District Sales Rep Gerri Ochinero, Deputy Director of Sales Michele Tong, Los Angeles County Parks and Recreation Supervisor Angelique Baltazar, and Santa Ana District Sales Supervisor Bob Vonada.
3 Also present to celebrate on Super Convenience Store’s big day was Big Spin Show winner Thomas Johnson from Long Beach. Thomas won a total of $60,000...and keeps on playing.
4 Among the crowd of “regular” customers spinning the wheel for a range of prizes, this happy winner displays her big chance to appear on the Lottery’s
“Make Me a Millionaire” television show.
It’s no accident that Super
Convenience Store's sales rank their
location as number 240 in the network
of nearly 22,000 Lottery retailers. Jay
and Evelin have this advice:
� Participate in all Lottery promotions.
� Use all point of sale available from
the Lottery.
� Post oversized checks for larger
winners in the store.
� Activate and make available to sell
new Scratchers games as soon as
they arrive at the store.
� Create a pleasant environment in your
store for players including space to play
games and see draw results at a glance.
� Make sure your equipment is visible
to all customers.
And one last bit of advice…
“I believe in giving each customer
what they want,” said Jay. "I want
everyone to leave happy.”
Super Convenience Store always
remembers the community that
supports their business. For more than
10 years Super Convenience Store
owner Evelin Melendez has sponsored
programs at Cerritos Regional Park,
donating food, drinks and supplies for
children's events and camping trips.
They also purchase special items like
backpacks to help disadvantaged kids
participate in parks and recreation
programs. The generous donations from
this retailer extend to the Cerritos
Elementary School and to the Long
Beach Police Department.
2
3
4SALESMAKER Jan/Feb 2010 3
It was "a little bit of this and a little bit of
that" for fans of recording artist Michelle
Branch on December 14, 2009 at LA’s
Grammy Museum Sound Stage. Over 200
music lovers were treated to the concert
after winning tickets from the Lottery
Facebook page and on radio station
contests in San Francisco, Los Angeles,
San Diego and Sacramento.
As the California Lottery looks to new
ways of expanding its playership, four
popular artists including Michelle Branch,
Seal, The Goo Goo Dolls and Taking Back
Sunday were featured on the Scratchers®
tickets in honor of Warner Bros. Record’s
50th anniversary celebration.
To date, more than 54,448 players
have entered 290,715 entries through the
California Lottery’s VIP Lounge Web site.
Check out the VIP Lounge on the Web at
calottery.com/wbrscratchers to keep up on
all the drawings and the VIP artists.
Scratchers® prizes include popular music
downloads, concert tickets, an all expense
paid trip to a 2010 Music Festival and the
top prize of $10,000 instantly. Your music-
loving lottery players still have time to win
some awesome prizes and event tickets!
MUSIC LOVERS ROCK WITH
Lottery Scratchers®Artist
Yelp and other social Web sites critique Rossi’s Deli saying:
“Great little place on Castro Street. Yummy sandwiches, fresh deli meats, salads. Nice selection of cold beer and wine. You can also get your MUNI pass here and try your luck in the California Lottery.”
and we always remind customers about
the current jackpots,” said Isam. “Our
regular customers are looking for
personal support and information.”
Whether regular Lottery customers
or tourists, everyone gets exactly the
same VIP service. This old-fashioned
deli market is everything one would
expect from a community cornerstone.
Isam keeps his finger on the pulse of
the community with regular donations
to St. George’s Church and to a local
AIDS organization.
Are you hungry for an old fashioned
deli sandwich or a falafel? Come into
Rossi’s Deli for a California Lottery
Quick Pick ticket, a bus ticket or a
quick bite before your movie at San
Francisco’s historic Castro Theater.
Rossi’s Deli in San Francisco serves up
the best quality edibles for the price.
Whether they are looking for a deviled
egg sandwich or a salad, customers
are always satisfied with a perfect
meal and friendly service.
For more than 34 years, owner
Isam Dughman has provided the
delicious deli fare to his customers.
Everyone who comes into the little
deli for the great food also gets VIP
service for all their orders, including the
purchase of Lottery tickets. It is very
clear to retailers like Isam Dughman,
that customers are looking for value,
personalized service and information.
Buying transit tickets is a popular
reason to visit the deli and has been
great in helping to grow Lottery ticket
sales. “We go out of our way to help
customers get what they want. We use
every tool that the Lottery rep gives us
Rossi’s Deli Serves Up Great Sandwiches and Lottery Tickets!
SPOTLIGHT RETAILER
4 SALESMAKER Jan/Feb 2010
calottery
BAKERSFIELDKBFX TV –CH 58 (FOX)SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri – first break in the late news
EL CENTRO/YUMAKYMA TV–CH 11 (NBC)SuperLotto: Wed & Sat @ 10:00pm
FRESNOKSEE TV–CH 24 (NBC)SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri @ 9:00pm
LOS ANGELESKCAL TV CH 9 (IND)SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri @ 8:00pm
MONTEREY/SALINASKION/KCBA-TVSuperLotto KCBA Fox: Wed & Sat @ 7:56pmMEGA Millions KCBA FOX:Tue & Fri in the late news 10:00pm
PALM SPRINGSKCAL TV–CH 9SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri @ 8:00pm
SACRAMENTOKTXL–CH 40 (FOX)SuperLotto: Wed & Sat @ 7:56pm
SAN DIEGOXETV CW TV–CH 6SuperLotto: Wed & Sat 7:56pmMEGA Millions: Tue & Fri between 8:00–8:25pm
SAN FRANCISCOKRON TV–CH 4SuperLotto: Wed & Sat @ 7:56pm
SANTA BARBARAKSBY TV–CH 6 (NBC)SuperLotto: Wed & Sat @ 7:56pm
SUPERLOTTO & MEGA MILLIONS BROADCAST INFO
Have you had a chance to see the SuperLotto® Plus draw lately? Part of the
rebranding of the California Lottery included a new SuperLotto Plus set and
now you can tune in to watch Rosemary Orozco announcing the lucky
winning numbers. Every Wednesday and Saturday at 7:56 Californians
can tune in to the broadcast stations listed below to check the draw
results and see if they are California's latest jackpot winner!
Besides announcing those six lucky numbers to viewers every
week, Rosemary stays busy working as a meteorologist on the
FOX40 live morning broadcast in Sacramento.
“My line of work in the media has taken me to different parts of the state,” shares Rosemary. “Now I have the pleasure of living in my hometown, and the reward of connecting with people I’ve met or worked with in the past who see me on the draw. It's a fun job!"
Be sure to watch every Wednesday and Saturday as Rosemary
gives Californians a new chance at a winning jackpot.
MEET SUPERLOTTO PLUS’
New Lady Luck
NEW TALENT
SALESMAKER Jan/Feb 2010 5
Make Me a Millionaire™ Broadcast InformationBAKERSFIELDKBFX– Channel 58 (FOX)Saturdays @ 5:30 p.m.
EL CENTRO/YUMAKYMA – Channel 11 (NBC)Saturdays @ 6:00 p.m.
FRESNOKSEE– Channel 24 (NBC)Saturdays @ 7:00 p.m.
LOS ANGELESKCAL – Channel 9 (IND)Saturdays @ 7:30 p.m.
MONTEREY/SALINASKION/KCBA/CCCWTVSaturdays @ 6:30 p.m.
PALM SPRINGS/ PALM DESERTTime Warner (Cable) KCAL, Ch. 9Saturdays @ 7:30 p.m.
SACRAMENTO/ STOCKTON/MODESTOKTXL– Channel 40 (FOX)Saturdays @ 6:00 p.m.
SAN DIEGOXETV– Channel 6 (CW)Saturdays @ 6:30 p.m.
SAN FRANCISCOKRON – Channel 4 (IND)Saturdays @ 6:30 p.m.
SANTA BARBARA/ SAN LUIS OBISPO/ SANTA MARIAKSBY– Channel 6 (NBC) Saturdays @ 6:30 p.m.
WINNER AMOUNT TICKET RETAILER RETAILER CITY ENTRY TICKETKevin Lu $ 3,600,000 Liquor Box Pasadena TV Show #570Declan McCullagh $ 100,000 Rio Vista Shell Rio Vista TV Show #590Nichol Ramos-Ybarra $ 70,000 Ralph's Grocery #186 Long Beach TV Show #590Lisa Gonzalez $ 50,000 Northgate Market #29 Vista TV Show #570Donald O'Brien $ 35,000 Market Street Carwash & Gas Ventura TV Show #590Donald Ohnoki $ 35,000 7-Eleven 2174-16184D Palos Verdes Peninsula TV Show #590John Perez $ 34,000 7-Eleven 2175-14023 Montebello TV Show #570Tiffanie Capps $ 25,000 Hometown Foods Dixon TV Show #590John Fabre $ 24,000 Lottery HQ Promotion Sacramento Mall TourDiane Celentano $ 20,000 7-Eleven 2234-14236 Santa Clara TV Show #590Luis Miguel Uriostegui $ 18,000 El Camino Market Delhi TV Show #590Ernesto Raigoza, Jr. $ 18,000 7-Eleven 2175-16678 Monrovia TV Show #570Emad Jwaid $ 15,000 La Canada Shell La Canada TV Show #590Carrie Selleneit $ 15,000 West 7 Liquor Los Angeles TV Show #590Sheri Wilson $ 15,000 Shell Beach Liquor Pismo Beach Fantasy 5Hoa Nguyen-Wu $ 15,000 Everyday Swapmeet Price Perris TV Show #570
DECEMBER & JANUARY'S BIG MONEY WINNERS! (car winners featured inside)
www.calottery.comDAILY GAME RESULTS ARE NO LONGER BEING TELEVISED. Please visit the Lottery’s Web site for complete daily game information.
Please play responsibly. Must be 18 or older to play. Overall odds 1 in 5.44. TV Show odds 1 in 120,000.
Kevin Lu Made Himself a Millionaire
FROM SCRATCH!