The Official Newsletter for California Lottery Retailers

The Official Newsletter for California Lottery Retailers Salesmaker VOLUME 25 ISSUE 1 JANUARY/FEBRUARY 2010

CALIFORNIA LOTTERY COMMISSIONERS John Mass, Chairman Margaret Mims C.C. Yin CALIFORNIA LOTTERY DIRECTOR Joan M. Borucki CHIEF DEPUTY DIRECTOR Linh Nguyen DEPUTY DIRECTOR OF SALES AND MARKETING Michael Brennan DEPUTY DIRECTOR OF SALES Michele Tong CHIEF, NORTHERN FIELD OPERATIONS Stacy Matsunami MANAGING EDITOR Norma Minas ASSISTANT EDITOR Tim Dugas CONTRIBUTORS Sally Forcier Nipat Hwa Karl Levine Kelsey Rubstello Harold Rubin-Smith FOR MORE INFORMATION CALL: 1-800-LOTTERY TDD 800-345-4275 MICHAEL BRENNAN Deputy Director of Sales and Marketing Dear Retailer, 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! PROBLEM GAMBLING HELPLINE: 1-800-GAMBLER WWW.CALOTTERY.BIZ MICHAEL BRENNAN Deputy Director of Sales and Marketing COVER: SuperLotto Plus Draw Announcer Rosemary Orozco Photo by Norma Minas

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 $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 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. 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. 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, 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

2 1 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. 3 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. 4 SALESMAKER Jan/Feb 2010 3

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, 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 musicloving lottery players still have time to win some awesome prizes and event tickets! 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 SPOTLIGHT RETAILER Rossi s Deli Serves Up Great Sandwiches and Lottery Tickets! 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. 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. 4 SALESMAKER Jan/Feb 2010

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 KBFX TV CH 58 (FOX) MEGA Millions: Tue & Fri first break in the late news EL CENTRO/YUMA KYMA TV CH 11 (NBC) SuperLotto: Wed & Sat @ 10:00pm FRESNO KSEE TV CH 24 (NBC) MEGA Millions: Tue & Fri @ 9:00pm LOS ANGELES KCAL TV CH 9 (IND) MEGA Millions: Tue & Fri @ 8:00pm MONTEREY/SALINAS KION/KCBA-TV SuperLotto KCBA Fox: Wed & Sat @ 7:56pm MEGA Millions KCBA FOX: Tue & Fri in the late news 10:00pm PALM SPRINGS KCAL TV CH 9 MEGA Millions: Tue & Fri @ 8:00pm SACRAMENTO KTXL CH 40 (FOX) SAN DIEGO XETV CW TV CH 6 SuperLotto: Wed & Sat 7:56pm MEGA Millions: Tue & Fri between 8:00 8:25pm SAN FRANCISCO KRON TV CH 4 SANTA BARBARA KSBY TV CH 6 (NBC) calottery SALESMAKER Jan/Feb 2010 5

Kevin Lu Made Himself a Millionaire FROM SCRATCH! Make Me a Millionaire Broadcast Information 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. Please play responsibly. Must be 18 or older to play. Overall odds 1 in 5.44. TV Show odds 1 in 120,000. SANTA BARBARA/ SAN LUIS OBISPO/ SANTA MARIA KSBY Channel 6 (NBC) Saturdays @ 6:30 p.m. DECEMBER & JANUARY'S BIG MONEY WINNERS! (car winners featured inside) WINNER AMOUNT TICKET RETAILER RETAILER CITY ENTRY TICKET Kevin Lu $ 3,600,000 Liquor Box Pasadena TV Show #570 Declan McCullagh $ 100,000 Rio Vista Shell Rio Vista TV Show #590 Nichol Ramos-Ybarra $ 70,000 Ralph's Grocery #186 Long Beach TV Show #590 Lisa Gonzalez $ 50,000 Northgate Market #29 Vista TV Show #570 Donald O'Brien $ 35,000 Market Street Carwash & Gas Ventura TV Show #590 Donald Ohnoki $ 35,000 7-Eleven 2174-16184D Palos Verdes Peninsula TV Show #590 John Perez $ 34,000 7-Eleven 2175-14023 Montebello TV Show #570 Tiffanie Capps $ 25,000 Hometown Foods Dixon TV Show #590 John Fabre $ 24,000 Lottery HQ Promotion Sacramento Mall Tour Diane Celentano $ 20,000 7-Eleven 2234-14236 Santa Clara TV Show #590 Luis Miguel Uriostegui $ 18,000 El Camino Market Delhi TV Show #590 Ernesto Raigoza, Jr. $ 18,000 7-Eleven 2175-16678 Monrovia TV Show #570 Emad Jwaid $ 15,000 La Canada Shell La Canada TV Show #590 Carrie Selleneit $ 15,000 West 7 Liquor Los Angeles TV Show #590 Sheri Wilson $ 15,000 Shell Beach Liquor Pismo Beach Fantasy 5 Hoa Nguyen-Wu $ 15,000 Everyday Swapmeet Price Perris 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