The Official Newsletter for California Lottery Retailers
Salesmaker
VOLUME 25 | ISSUE 1
JANUARY/FEBRUARY 2010
Dear Retailer,
CALIFORNIA LOTTERY
COMMISSIONERS
John Mass, Chairman
Margaret Mims
C.C. Yin
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.
CALIFORNIA LOTTERY
DIRECTOR
We’ve got exciting new programs and information to make
Joan M. Borucki
CHIEF DEPUTY DIRECTOR
Linh Nguyen
DEPUTY DIRECTOR OF
SALES AND MARKETING
Michael Brennan
BRENNAN
MICHAEL
ctor of
ire
Deputy D
arketing
M
d
an
s
le
Sa
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!
DEPUTY DIRECTOR
OF SALES
Michele Tong
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
CHIEF, NORTHERN
FIELD OPERATIONS
Stacy Matsunami
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
MANAGING EDITOR
helped raise Scratchers sales to over $1.61 billion, a 4.1 percent increase
Norma Minas
compared to the year before.
ASSISTANT EDITOR
In May 2009, we launched the calottery℠ REPLAY program as a feature
Tim Dugas
on the Lottery’s public Web site giving players the opportunity to enter their
CONTRIBUTORS
the Lottery to offer players additional value from their Lottery purchases.
non-winning Scratchers ticket for a “2nd Chance to Win”. This program allows
Sally Forcier
Nipat Hwa
Karl Levine
Kelsey Rubstello
Harold Rubin-Smith
FOR MORE INFORMATION CALL:
1-800-LOTTERY
TDD 800-345-4275
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!
PROBLEM GAMBLING HELPLINE:
1-800-GAMBLER
WWW.CALOTTERY.BIZ
COVER:
SuperLotto Plus Draw
Announcer Rosemary Orozco
Photo by Norma Minas
MICHAEL BRENNAN
Deputy Director of
Sales and Marketing
RETAILER NEWS
PAK 'N SAVE NETS
$192,500
for Selling
MEGA Millions®
Jackpot
Pak 'n Save, a Safeway company,
was presented with an “economic
stimulus”—$192,500 for selling a
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.
$38.5 million MEGA Millions lottery
ticket. The ticket was purchased at
and San Mateo counties, and another
the store for the November 10, 2009
$5,000 to the North Peninsula
draw by South San Francisco player
Neighborhood Service Center. Karla
Lourdes Salinas, one of two who split
Molina de Bourdon, Executive Director
the $77 million prize in the multistate
of the North Peninsula Neighborhood
lottery drawing.
Service Center, expressed her deepest
A check was presented on
appreciation for the donation: “It’s a
December 17, 2009 to Safeway officials,
difficult time for all community service
who generously shared their bonus
organizations and food banks that have
with the community. A donation
been severely impacted during these
of $5,000 was made to the Second
economic conditions. This donation
Harvest Food Bank of Santa Clara
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.
December & January’s Car Winners!
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
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
CORNERSTONE
Long before Facebook and Twitter,
up at their favorite Lottery location to
the corner store was the pulse of the
celebrate with the owners. Also in the
community. Today, Super Convenience
crowd was Thomas Johnson, a prize
Store in Long Beach is an example of how
winner of more than $60,000 from the
neighborhood stores provide a network
Lottery’s television show. Since Evelin
hub in the community. The California
and Jay encourage Lottery player groups
Lottery’s January Retailer of the Month, Jay
and currently have almost 20 groups
Mahboob and Evelin Melendez are partners
purchasing tickets at the Super
in this small market where half of overall
Convenience Store, one groups Lotto
sales come from Lottery products.
captain was on hand to represent his
Their clientele is like a "Who's Who"
of Lottery players. A winner of the
team of players. Large bulletin boards
filled with daily draw results are posted
California Lottery's Million Dollar Raffle,
on the wall to help players check the
Cecelia Madrid and daughters, showed
winning combinations.
2
SALESMAKER Jan/Feb 2010
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
1
It’s no accident that Super
Convenience Store's sales rank their
And one last bit of advice…
“I believe in giving each customer
location as number 240 in the network
what they want,” said Jay. "I want
of nearly 22,000 Lottery retailers. Jay
everyone to leave happy.”
and Evelin have this advice:
Super Convenience Store always
remembers the community that
„„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
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
new Scratchers games as soon as
backpacks to help disadvantaged kids
they arrive at the store.
participate in parks and recreation
„„
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
3
programs. The generous donations from
this retailer extend to the Cerritos
Elementary School and to the Long
Beach Police Department.
to all customers.
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.
2Left 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.
3Also 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.
4Among 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.
4
SALESMAKER Jan/Feb 2010
3
SPOTLIGHT RETAILER
MUSIC LOVERS ROCK WITH
Lottery
Scratchers®
Artist
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,
ways of expanding its playership, four
Rossi’s Deli Serves Up Great
Sandwiches and Lottery Tickets!
popular artists including Michelle Branch,
Are you hungry for an old fashioned
and we always remind customers about
Seal, The Goo Goo Dolls and Taking Back
San Diego and Sacramento.
As the California Lottery looks to new
deli sandwich or a falafel? Come into
the current jackpots,” said Isam. “Our
Sunday were featured on the Scratchers®
Rossi’s Deli for a California Lottery
regular customers are looking for
tickets in honor of Warner Bros. Record’s
Quick Pick ticket, a bus ticket or a
personal support and information.”
50th anniversary celebration.
quick bite before your movie at San
To date, more than 54,448 players
Whether regular Lottery customers
Francisco’s historic Castro Theater.
or tourists, everyone gets exactly the
have entered 290,715 entries through the
Rossi’s Deli in San Francisco serves up
same VIP service. This old-fashioned
California Lottery’s VIP Lounge Web site.
the best quality edibles for the price.
deli market is everything one would
Check out the VIP Lounge on the Web at
Whether they are looking for a deviled
expect from a community cornerstone.
calottery.com/wbrscratchers to keep up on
egg sandwich or a salad, customers
Isam keeps his finger on the pulse of
all the drawings and the VIP artists.
are always satisfied with a perfect
the community with regular donations
Scratchers® prizes include popular music
meal and friendly service.
to St. George’s Church and to a local
downloads, concert tickets, an all expense
For more than 34 years, owner
paid trip to a 2010 Music Festival and the
Isam Dughman has provided the
top prize of $10,000 instantly. Your music-
delicious deli fare to his customers.
loving lottery players still have time to win
Everyone who comes into the little
some awesome prizes and event tickets!
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
4
SALESMAKER Jan/Feb 2010
AIDS organization.
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.”
NEW TALENT
MEET SUPERLOTTO PLUS’
New Lady Luck
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.
SUPERLOTTO & MEGA MILLIONS BROADCAST INFO
BAKERSFIELD
LOS ANGELES
KBFX TV ­–CH 58 (FOX)
SuperLotto: Wed & Sat @ 7:56pm
MEGA Millions: Tue & Fri –
first break in the late news
KCAL TV CH 9 (IND)
SuperLotto: Wed & Sat @ 7:56pm
MEGA Millions: Tue & Fri @ 8:00pm
EL CENTRO/YUMA
KION/KCBA-TV
SuperLotto KCBA Fox:
Wed & Sat @ 7:56pm
MEGA Millions KCBA FOX:
Tue & Fri in the late news 10:00pm
KYMA TV–CH 11 (NBC)
SuperLotto: Wed & Sat @ 10:00pm
FRESNO
KSEE TV–CH 24 (NBC)
SuperLotto: Wed & Sat @ 7:56pm
MEGA Millions: Tue & Fri @ 9:00pm
MONTEREY/SALINAS
PALM SPRINGS
KCAL TV–CH 9
SuperLotto: Wed & Sat @ 7:56pm
MEGA Millions: Tue & Fri @ 8:00pm
SACRAMENTO
KTXL–CH 40 (FOX)
SuperLotto: Wed & Sat @ 7:56pm
SAN DIEGO
XETV CW TV–CH 6
SuperLotto: Wed & Sat 7:56pm
MEGA Millions: Tue & Fri
between 8:00–8:25pm
calottery
SAN FRANCISCO
KRON TV–CH 4
SuperLotto: Wed & Sat @ 7:56pm
SANTA BARBARA
KSBY TV–CH 6 (NBC)
SuperLotto: Wed & Sat @ 7:56pm
SALESMAKER Jan/Feb 2010
5
Make Me a Millionaire™
Broadcast Information
Kevin Lu Made Himself a Millionaire
FROM SCRATCH!
BAKERSFIELD
KBFX – Channel 58 (FOX)
Saturdays @ 5:30 p.m.
EL CENTRO/YUMA
KYMA – Channel 11 (NBC)
Saturdays @ 6:00 p.m.
FRESNO
KSEE– Channel 24 (NBC)
Saturdays @ 7:00 p.m.
LOS ANGELES
KCAL – Channel 9 (IND)
Saturdays @ 7:30 p.m.
MONTEREY/SALINAS
KION/KCBA/CCCWTV
Saturdays @ 6:30 p.m.
PALM SPRINGS/
PALM DESERT
Time Warner (Cable)
KCAL, Ch. 9
Saturdays @ 7:30 p.m.
SACRAMENTO/
STOCKTON/MODESTO
KTXL – Channel 40 (FOX)
Saturdays @ 6:00 p.m.
SAN DIEGO
XETV– Channel 6 (CW)
Saturdays @ 6:30 p.m.
SAN FRANCISCO
KRON – Channel 4 (IND)
Saturdays @ 6:30 p.m.
SANTA BARBARA/
SAN LUIS OBISPO/
SANTA MARIA
KSBY– Channel 6 (NBC)
Saturdays @ 6:30 p.m.
Please play responsibly. Must be 18 or older to play. Overall odds 1 in 5.44. TV Show odds 1 in 120,000.
DECEMBER & JANUARY'S BIG MONEY WINNERS! (car winners featured inside)
WINNER
Kevin Lu
Declan McCullagh
Nichol Ramos-Ybarra
Lisa Gonzalez
Donald O'Brien
Donald Ohnoki
John Perez
Tiffanie Capps
John Fabre
Diane Celentano
Luis Miguel Uriostegui
Ernesto Raigoza, Jr.
Emad Jwaid
Carrie Selleneit
Sheri Wilson
Hoa Nguyen-Wu
AMOUNT
$3,600,000
$ 100,000
$ 70,000
$ 50,000
$ 35,000
$ 35,000
$ 34,000
$ 25,000
$ 24,000
$ 20,000
$ 18,000
$ 18,000
$ 15,000
$ 15,000
$ 15,000
$ 15,000
TICKET RETAILER
RETAILER CITY
ENTRY TICKET
Liquor Box
Rio Vista Shell
Ralph's Grocery #186
Northgate Market #29
Market Street Carwash & Gas
7-Eleven 2174-16184D
7-Eleven 2175-14023
Hometown Foods
Lottery HQ Promotion
7-Eleven 2234-14236
El Camino Market
7-Eleven 2175-16678
La Canada Shell
West 7 Liquor
Shell Beach Liquor
Everyday Swapmeet Price
Pasadena
Rio Vista
Long Beach
Vista
Ventura
Palos Verdes Peninsula
Montebello
Dixon
Sacramento
Santa Clara
Delhi
Monrovia
La Canada
Los Angeles
Pismo Beach
Perris
TV Show #570
TV Show #590
TV Show #590
TV Show #570
TV Show #590
TV Show #590
TV Show #570
TV Show #590
Mall Tour
TV Show #590
TV Show #590
TV Show #570
TV Show #590
TV Show #590
Fantasy 5
TV Show #570
DAILY GAME RESULTS ARE NO LONGER BEING TELEVISED.
Please visit the Lottery’s Web site for complete daily game information.
www.calottery.com