retailer - Maryland Lottery

RETAILERREPORT
MARYLAND LOTTERY
MARCH/APRIL 2014
A newsletter for Maryland Lottery retailers
HIT A HOME RUN WITH ORIOLES PROMOTION
Batter up! We’ve got a sure hit on our hands with our spring
baseball-themed promotion. Look for the familiar Orioles logo
atop our colorful $5 scratch-off.
GAME HIGHLIGHTS
• Launches March 24.
• Top prize: $60,000 to honor the Orioles’ 60th anniversary.
• Website: mdlottery.com/orioles
SECOND-CHANCE DRAWINGS
• Each non-winning ticket entered through My Lottery Rewards
equals one drawing entry. Prizes are:
• 2014 World Series trip for two (one prize).
• Trip to Wrigley Field in Chicago for two (four prizes).
• “Contestant of the Game” prize, which includes $500 for
selection and $500 for every Orioles home run (162 prizes).
• Drawing dates: March 28, April 1, May 6, June 3, July 1,
Aug. 5, Sept. 2.
• Non-winning entries roll over to the next drawing.
We’re rooting for a winning season for the home team and the Maryland Lottery. Go O’s! RETAILER SPOTLIGHT: LANDOVER HILLS EXXON
The first Maryland Lottery
players start trickling into the
Landover Hills Exxon shortly after
5 a.m. When the doors open at
this combination convenience
store, gas station and Lottery
haven, a few taxicab drivers and
commuters will dash in, make
CONTENTS
My Lottery Rewards Update
Q&A on Bonus Crossword
New Terminal Promotions
Retailer Roundup
3
4
5
6
their Lottery purchases at the main
store counter and dash back out.
That behavior was typical of Lottery
players all day long at the Prince
George’s County business through
early 2013. When retailers Singh of
Columbia and Kamran Youssefieh of
Rockville took over the store nearly five
years ago, they found the business was
plagued with customer flow problems,
Singh said. Long lines formed at the
one counter in the store that held
both the cash register and a Lottery
terminal. Customers did not linger at
the cramped Lottery playslip area
(Continued on page 7)
Retailer Singh stands at the Landover
Hills Exxon at 6579 Annapolis Road.
RETAILER REPORT
1800 Washington Blvd., Suite 330
Baltimore, MD 21230
mdlottery.com
gaming.mdlottery.com
Extrema Lottery Terminal & Player
Activated Terminal (PAT)
888-427-7568
Instant Ticket Vending Machine (ITVM)
800-820-7406
Retailer Customer Service
410-230-8800
(Ask for your district manager by name)
Tel-Sell Orders
886-832-1477
24/7 Problem Gambling Helpline
1-800-522-4700
VOLUNTARY EXCLUSION
PROGRAM
The Lottery is strongly committed
to the promotion of responsible
gambling and encourages retailers
to display our Voluntary Exclusion
Program (VEP) brochure with your
Lottery merchandise. Questions?
Visit mdlottery.com/about-us/
responsible-play or contact Jennifer
Wetherell at 410-230-8798 or
[email protected].
MARYLAND LOTTERY AND
GAMING CONTROL AGENCY
Stephen Martino, director
Al Ringgold, director of sales
Retailer Report Contributors
Debbie McDaniel-Shaughney, editor
L. Sobon, graphic design
Connect with us:
RETAILER REPORT | MARCH/APRIL 2014 | PAGE 2
DIRECTOR’S MESSAGE
I am pleased to announce that the Maryland
Lottery has teamed up with the Baltimore Orioles
to create an Orioles-branded scratch-off ticket
with an impressive second-chance promotion.
Players can enter through My Lottery Rewards for
the chance to win great prizes like a trip for two
to the 2014 World Series. Look for more details
about the ticket and its related promotion on the
front page.
It is in part because of your efforts that the
Maryland Lottery is able to offer such considerable
products and promotions. Thank you for keeping
our players informed and for providing a welcoming environment for them
to purchase their tickets.
Stephen Martino
AARON JOHNSON WINS HONORS
Congratulations to Aaron
Johnson, district manager of
Region 3 Territory 38, on his
selection as the Maryland
Lottery Sales team’s Rep of the
Fourth Quarter.
A Lottery employee for
nine years, Johnson moved
from the distribution side of
Lottery operations to the Sales
team about four years ago. He
excels as a district manager
and continues to help Prince
George’s County retailers boost
Al Ringgold, director of sales (right), presents Lottery sales and expand their
product offerings, said Regional
Aaron Johnson with his award.
Manager Donna Zawitoski.
“He added 11 new locations and four upgrades in Fiscal Year 2013,”
Zawitoski said. “His Racetrax sales are up 24.9 percent compared to the same
period last year. Aaron provides exceptional customer service.”
He scours each new list of $1,000-and-up winners in his territory to see
who won how much, and at what location. Johnson is a strong believer in
“winner awareness” initiatives and routinely posts fliers in retailer locations
to celebrate that store’s latest Lottery win. The fliers help increase sales
because players shift their business to “lucky” stores, he said. “Winner
awareness really works.”
RETAILER SPOTLIGHT: LANDOVER HILLS EXXON
Retailer Singh with cashier Donyz Miranda.
(Continued from page 1)
and had little space for scratching instant tickets. Yet
another challenge for the retailers was the lackluster
performance of a space-consuming pizza and sandwich
operation that spanned one entire side of the building.
“The food business was doing ok,” Singh said, “but
not great.”
What a difference one year makes!
Stop inside the store today and you’ll see an
extensive transformation. Since renovating the store to
replace the food operation with an expansive Lottery
play area, the partners have seen Lottery sales of
terminal games surge.
The play area boasts multiple counters with about
a dozen bar-type stools for seating. Players line up at
two Lottery terminals and buy products from an Instant
Ticket Vending Machine and a Player Activated Terminal.
A waterfall display of scratch-off dispensers lines the area
as well as the store’s main counter. “I have about 100
tickets in the store,” Singh said.
The partners no longer need to worry about getting
customers to stay and play Lottery games. Lunchtime finds
more than a dozen players buying, scratching and cashing
winning instant tickets. Two or three stand together,
rooting for their galloping Racetrax horses. Other players,
who are seated on stools watching the Keno monitor,
quietly cheer as their numbers win.
The Agent Plus store’s membership in the SalesMaker
Class of 2013 shows in the clean product presentation and
display of Monopoly marketing materials on the store’s
front doors and in the play area. Banners celebrating
the store’s sale of a $1.2 million Multi-Match ticket hang
above the
main store
counter and
outside on the
front of the
building.
Singh staffs
the Lottery
area full time
with one or
two cashiers
to assist
Two walls of winning tickets include those
customers
from terminal games and scratch-offs.
from 6 a.m. to
midnight. On
Fridays, he assigns two clerks per shift to run the Lottery
play area terminals. During the week, crowds of 10 or
more customers ebb and flow all day. “You should see this
place after dinner,” said one player. “It’s packed!”
Sales are up 42 percent since the renovation, said
Lottery Regional Manager Donna Zawitoski. Online, or
terminal sales, grew roughly 50 percent over the last 32
weeks.
“He’s added focus on his monitor games and it shows,”
she said. “The store makeover, his use of point-of-sale
materials and increased promotion of Keno and Racetrax
winners are contributing to improved sales.”
Also singing the retailers’ praises is Aaron Johnson,
their district manager. “They stepped it up,” he said.
“Customers are really coming in, especially for Keno, and
they’ve had some big Racetrax hits.”
The redesigned store features a Lottery play area with seating
and countertops.
RETAILER REPORT | MARCH/APRIL 2014 | PAGE 7
RETAILER ROUNDUP
Bartender Karen Paskoski, right, with a customer.
$1 Million Mega Millions Winner
Magothy Inn, Pasadena
Talk about a happy new year! The Magothy
Inn at 546 Center Street in Pasadena earned
a $1,000 agent bonus for selling the state’s
first $1 million second-tier Mega Millions
ticket in 2014. The site is promoting the win by
displaying a Lottery banner.
Retailer Chris Linetty (left) and Lottery District Manager Leroy Thorne.
Retailer Opens Lottery Lounge
Village Spirits, Smithsburg
Lottery sales surged at Village Spirits in
Smithsburg following the retailer’s renovation
to create a Lottery Lounge. Located in Western
Maryland, the business is a Lottery player
hangout. Retailer Chris Linetty (left) maintains
an active Facebook page to promote store
specials, wine tastings and events in the
500-square-foot lounge, which he outfitted
with a leather sectional sofa, table, chairs, two
Lottery monitors, an ATM and free Wifi.
Racetrax, Keno and scratch-off players hang
out and enjoy free coffee between games.
Linetty’s grand opening, which he promoted on
Facebook, drew a crowd and featured drawings
for prizes and scratch-offs plus a live broadcast
by local radio station WQCM 94.3. “We’ve had
a lot of interest in our lounge,” he said. Lottery
District Manager Leroy Thorne praises Linetty’s
initiative and marketing prowess.
Gem Liquors cashier Kenny Patel.
Retailer Sells at Motorcycle Show
Joining the Lottery staff at the Feb. 7-9
Motorcycle Show in Timonium was retailer Gem
Liquors in Baltimore. Store cashier Kenny Patel
manned the register at the Lottery booth during
the three-day event, which generated $7,099 in
sales of Lottery products.
RETAILER REPORT | MARCH/APRIL 2014| PAGE 6
Lounge offers expansive play area.
CRUISE TO ALASKA
Enter 50 MLR points into our Alaskan Cruise Vacation
giveaway now through March 30. A March 31 drawing will
award two lucky players with a cruise for two departing
from Seattle, Washington or Vancouver, British Columbia.
The prize package includes:
• Cruise of up to seven nights, taxes, port fees, gratuities.
• Airfare and baggage.
• $500 cash.
• One night hotel stay before the cruise.
• Samsung digital camera.
• Delsey three-piece luggage set.
(FOURTH QUARTER 2013)
Tell players to watch the MLR webpage for multiplier
promotions that increase the number of points awarded
for each ticket entered. Through March 16, we are
doubling points on all non-winning $1 and $2 scratch-off
tickets entered into MLR.
WELCOME NEW RETAILERS!
MARCH BRINGS MULTIPLIERS
REGION 1
Remind players not to throw
away their non-winning
scratch-off tickets! We have
several big promotions and
second-chance contests
running now through our
My Lottery Rewards (MLR)
program. Details are at
rewards.mdlottery.com.
REGION 2
SAVE TICKETS
Angel’s Cut Wine and Spirits, Ellicott City
Beltway BP, Silver Spring
BFS Foods #68, Hancock
BFS Foods #70, Oakland
BFS Foods #71, Accident
BFS Foods #76, Lavale
Crystal Rock Exxon, Germantown
Deer Park Corner, Westminster
Ghebrekidan’s Abraha, Poolsville
Harris Teeter #409, Clarksburg
Johansson’s Dining House, Westminster
Pit N Go #3, Cumberland
Rite Aid #11204, Silver Spring
Safeway #2781, Wheaton
American Legion Cecil Post 15, Elkton
BP & Mart, Essex
Bridge Street Liquors, Elkton
Dash In #15321, Pasadena
De Lazy Lizard, Ocean City
Georgie’s Seafood and Grill, Centreville
La Hacienda, Ocean Pines
Left Field Pub, Baltimore
Shooter’s Sports Pub, Berlin
28th St. Pit-n-Pub, Ocean City
REGION 3
MY LOTTERY REWARDS
UPDATE
Accokeek Wine & Spirits, Accokeek
Anchorage 93 Inc., Lexington Park
Arundel Mills Exxon, Hanover
Cape St. Claire Shell, Annapolis
Forestville Sunoco, Forestville
Indian Head Moose Lodge #1712, Indian Head
N & N Oriental Market, Great Mills
New Convenience Corner, District Heights
One Stop Shop, College Park
Patuxent Moose Lodge #2393, Hollywood
Shoppers #2332, Crofton
Winn Market Place, Saint Leonard
7-Eleven #36468, District Heights
MASTERSON LEADS REGION
Congratulations to Fred
Masterson, who is now
leading Region 4 in the
Eastern Maryland sales area.
A corporate account manager
since 2012, he earned
promotion to the regional
manager position effective
Jan. 22. He oversees 10
district managers. Masterson
joined the Maryland Lottery
in 2008 as a district manager
in Montgomery County.
REGION 4
Best Care Pharmacy, Baltimore
Brooklyn Grocery, Baltimore
Elkridge Shell, Elkridge
Food Mart, Baltimore
Gomez City Grocery LLC, Baltimore
Holabird BP, Baltimore
Holiday Food Mart, Baltimore
La Roca Liquor Store, Baltimore
Lighthouse Tavern, Baltimore
Linden Shell, Arbutus
Liquor Station, Baltimore
Luckies Market Eutaw, Baltimore
Mimi’s Discount Liquors, Baltimore
Overlea Liquors, Baltimore
Park Heights Shop Express, Baltimore
Penn North Mini Mart, Baltimore
SF Mini Mart, Clarksville
Sunoco Brooklyn Park, Brooklyn Park
The Barn, Carney
Tom’s Sports Tavern, Randallstown
7-Eleven #35728, Baltimore
7-Eleven #35729, Baltimore
7-Eleven #35731, Baltimore
RETAILER REPORT | MARCH/APRIL 2014 | PAGE 3
TOP SELLERS OF TECH THE
HALLS SCRATCH-OFFS
YOU ASK ... WE ANSWER!
(Oct. 28-Jan. 21)
RETAILER QUESTION:
REGION 1
Soda Pop Shop #8, Baltimore
Aspen Hill Lottery, Beer & Wine,
Silver Spring
Rodman’s Discount Store,
Silver Spring
7-Eleven #23666, Silver Spring
Hillandale Beer & Wine, Silver Spring
REGION 2
Newstand, Nottingham
Aberdeen Sunoco, Aberdeen
Mars #03, Baltimore
EZ Quick Food Mart, Pasadena
Sunoco A Plus, North East
Why did you delay the Feb. 24 launch of the $3 Bonus Crossword scratchoff until May 26?
ANSWER:
Basically, we needed more time to test this
product, correct any issues detected and
produce an information sheet on the scratchoff to help you understand how this game
works. Bonus Crossword is the first Maryland
scratch-off that will offer an interactive game
option, giving players two games for the price
of one plus additional prizes! Players can
enjoy the interactive game on smartphones,
too. They use non-winning tickets to play the
interactive game to win prizes of either My
Lottery Rewards points or coupons for up
to $20 in Lottery games. These coupons will
drive players back to your store to exchange
the coupon for more scratch-offs!
We always conduct extensive product tests for new initiatives before
sending products to retailers. For this game, especially, we needed
enough time to conduct the
tests and give you guidelines
HAVE A QUESTION?
on how to validate the
coupons. We plan to get this
Email [email protected].
game off to a great start so
look for the Bonus Crossword
scratch-off in May!
REGION 3
REGIONAL MEETINGS RETURN
REGION 4
They’re back! Our semiannual Regional Advisory Board meetings
return in April. Learn about upcoming scratch-off ticket launches, new
promotions and initiatives, ways to improve your Lottery sales and more.
Ask questions and voice concerns in person to John Martin, assistant
director of the Lottery, and other Lottery officials.
Seats are limited. Call or email your district sales manager by March 31
for consideration. Hope to see you at a session!
Pantry 1 Food Mart, Annapolis
Lucky’s Superette, Odenton
Landover Hills Exxon, Landover
Langley Shop, Langley Park
Langley Park Beer & Wine, Hyattsville
E-Z Convenience, Baltimore
7-Eleven #23698, Baltimore
One Stop Convenience & Deli,
Reisterstown
J Convenience, Parkville
Maiden Choice Liquors, Baltimore
RETAILER REPORT | MARCH/APRIL 2014 | PAGE 4
• April 8 – 4-6 p.m. Montgomery Park Training Room, Baltimore
• April 9 – 1-3 p.m. Holiday Inn, College Park
• April 15 – 4-6 p.m. Spring Hill Suites, Hagerstown
• April 16 – 4-6 p.m. Hampton Inn, Salisbury
• April 17 – 4-6 p.m. Hilton Garden Inn, Aberdeen
NEW TERMINAL PROMOTIONS
• Spring Keno Sprinkler
(March 10-April 6)
Randomly doubles or triples
prizes for those playing Keno,
Keno Bonus, Keno Super Bonus
and Packaged Keno to Go. Watch
for a Keno game change later this spring.
• Bonus Match 5
(March 31-May 4)
Two promotions feature
the prize doubler awarded
randomly to tickets and all
federal and state taxes paid
by the Lottery on $50,000 and
$100,000 prizes.
• Racetrax 6 for $5
(April 28-May 25)
Players receive a $1 discount
for every $6 wager with the
goal of encouraging Trifecta bets.
TM
• New Racetrax Wagers to Launch this Spring
Look for new, enhanced Racetrax bet options including the
long-awaited Exacta and Superfecta wagering. Check with
your district manager for details.
FINAL CLAIM DATE: APRIL 27
$1 – Lots of Loot (#962)
$10 – Cash Blast (#940)
$2 – Blackout Bingo (#907)
40 Rubies (#976)
Red, White and Blue (#986)
$5 – Aces High (#953)
The Price is Right (#983)
$50 Grand Slam (#984)
LAUNCH: MARCH 24
$2 – 20 Grand Fortune (#136)
$20,000 top prize
$5 – Orioles (#140)
$60,000 top prize
$10 – Sparkling 7s (#142)
$100,000 top prize
LAUNCH: APRIL 28
$1 – Super 7s (#144)
$3,000 top prize
$2 – Cherry Tripler (#154)
$10,000 top prize
$3 – Money Vault (#146)
$30,000 top prize
$5 – 5x Cash Club (#145)
$50,000 top prize
Deluxe Cash Crossword (#147)
$50,000 top prize
RETAILER REPORT | MARCH/APRIL 2014 | PAGE 5
A
$250,000
B
Kwik Mart
$150,000
Deven’s Deli
$100,000
Travilah Beer Wine
National Mini Mart
Rodman’s Discount
Stores
Easton Sunoco
$77,700
Myersville Sunoco
Royal Farms #107
$50,000
Rockville Service Center
Your Country Store
Rodman’s Discount
Stores
Giant Food #0354
Silver Spring Gulf
Courthouse Exxon
Whisker’s Bar & Grill
Royal Farms #070
$30,000
Stevens Forest Exxon
Lenny’s Delicatessen
Bunny’s Liquors
$25,000
Dew Drop Inn
$10,000
Country Liquors
Shell Food Mart
Beverage Barn
A and B Liquor
Baden Grocery
Aberdeen Sunoco
Shell Food Mart
Sunset Restaurant
Riverdale BP
Earl’s Super Liquors
C
TOWN
TICKET
Baltimore
Super Jackpot
Hanover
King Size Bingo
Rockville
Hancock
Silver Spring
Double Take
Winner’s Luck
Great Big Bingo
Easton
$100,000 Richer
Myersville
Ocean City
Super Slots (B)
Super Slots
Rockville
Hagerstown
Silver Spring
Platinum Cash
Hit the Jackpot
Double Dice
Silver Spring
Silver Spring
Rockville
Berlin
Joppa
Hit the Jackpot (A)
Big Cash Multiplier
Big Cash Multiplier
Double Dollar Fortune
Double Dice (C)
Columbia
Owings Mills
Baltimore
Hearts Are Wild Tripler
$3 Tech the Halls
Rainbow Blackout Bingo
Hollywood
24 Karat Cash
Westminster
Adelphi
Abingdon
Mechanicsville
Brandywine
Aberdeen
Baltimore
Glen Burnie
Riverdale Oxon Hill
Double Dollar Fortune
10X Cash
Get Rich
10X Cash
Double Dice
Platinum Crossword
Great Big Bingo
Money Bag Bonus
10X Cash
10X Cash
Pantry 1 Food
Annapolis
The Royal Casino
Baltimore
Quick Save Mart & Citgo Laurel
Royal Farms #188
Aberdeen
Charlie’s Restaurant District Heights
& Spirits
Al’s Beer, Wine Oxon Hill
& Restaurant
Town & Country Liquors Port Republic
Edgewood Amoco BP Edgewood
7-Eleven #33430
Accokeek
7-Eleven #32879
Gaithersburg
Liquor Depot
Baltimore
Smithsburg Exxon
Smithsburg
Lewisdale Market
Hyattsville
Giant #135
Silver Spring
7-Eleven #20159
Hagerstown
Potomac Shell
Gaithersburg
MVA Shell
Glen Burnie
St. Mary’s Landing
Charlotte Hall
Liquor Outlet
Parkville
A and B Liquor
Mechanicsville
Pimlico Check Cashing Randallstown
One Stop Shop Liquors Baltimore
Mall Spirits
Baltimore
Harford Quick Mart
Bel Air
Bedford Road Liquors Cumberland
Dundalk Citgo
Baltimore
State Hanover Check
Baltimore
Cashing
Jayco Liquors
Elkton
Sunset Restaurant
Glen Burnie
Cash Box
Baltimore
Shop Express
Brooklyn
Fountaindale Service
Middletown
Center
Elkton Shell
Elkton
Greensboro Mobil
Greensboro
NP Liquors
Baltimore
Prospect Beer, Wine Mount Airy
& Groceries
Cash Depot
Silver Spring
East Side Liquors
Frederick
$10,000 continued
TOWN
TICKET
Platinum Cash
Fruit Twist Crossword
10X Cash
$10 Tech the Halls
$100,000 Richer
Winner’s Luck
10X Cash
$10 Tech the Halls
10X Cash
Money Bag Bonus
$2 Tech the Halls
$100,000 Richer
Great Big Bingo
10X Cash
10X Cash
10X Cash
10X Cash
40 Rubies
Double Dollar Fortune
Platinum Crossword
Rainbow Blackout Bingo
Hit the Jackpot
10X Cash
Get Rich
10X Cash
Double Dice
Rainbow Blackout Bingo
A Wreath of Franklins
Winner’s Luck
Double Dice
Great Big Bingo
10X Cash
10X Cash
Platinum Crossword
Super Jackpot
Double Dollar Fortune
Club Casino
Hit the Jackpot
Winners from December 2013 - January 2014
RETAILER REPORT | MARCH/APRIL 2014 | PAGE 8