The Exhibitor (1956)

EP-4 EXTRA PROFITS Myers, Grand Named To Map Plans For NAC's '57 Florida Convention Chicago — Van Myers, director of con¬ cessions, Wometco Theatres, Miami, and first vice-president of National Associa¬ tion of Concessionaires, was named gen¬ eral convention chairman for the 1957 NAC convention and trade show by President Lee Koken. This annual event, which is being planned to include also the conventions of Theatre Owners of America and Theatre Equipment and Sup¬ ply Manufacturers As¬ sociation, will be held in Florida’s newest oceanfront hotel, The Americana, on Nov. 17-21, 1957 Myers, who has participated actively in the theatre-concession segment of the association, has expressed great enthusi¬ asm for an annual convention in a winter resort hotel. “We in Florida are mighty proud to act as hosts to a great national convention,” explains Myers. The Americana features a specially built exhibition hall adjoining the hotel. According to NAC board chairman Bert Nathan, and Koken there will be approx¬ imately 250 exhibit spaces available for rental by allied firms serving the motion picture industry. Flexibility Featured In Sweden's Lineup Seattle — A new concept in the design of milk shake machines and soft ice cream dispensers is being presented by the Sweden Freezer Manufacturing Com¬ pany in its Silver Anniversary line re¬ cently announced to commemorate its 25th year in serving the trade. Four new pieces of equipment, two milk shake mak¬ ing machines and two soft ice cream dis¬ pensers, comprise the line. Of uniform height and width, each machine is a complete unit in itself, but can be matched to give whatever produc¬ tion is desired, it was claimed. Joining kits are available to tie the machines to¬ gether in a simple operation, with each maintaining its own individual power and water connections for the greatest degree of flexibility. If high milk shake and lower soft ice cream production is needed, the Shake Maker, with its 44 gallons an hour, can be tied to the SoftServer which produces 10 gallons an hour. If additional milk shake or soft ice cream production is de¬ sired, then the ShakeMaker with 22 gal¬ lons an hour capacity and the SoftServer with its 20 gallons an hour, can be tied into this flexible system of dispensing machines. All four machines have the Air-OMetric mix feed system, which meters mix and air from stainless steel mix sup¬ ply tanks, plunger type gates requiring but the touch of a finger to start dasher motors and dispense product. Grand Again Exhibit Chairman Lester Grand, Confection Cabinet Cor¬ poration, has accepted appointment as exhibit chairman for the 1957 convention. In naming Grand, NAC president Koken, paid outstanding trib¬ ute to him for the excellent work he performed as last year’s exhibit chair¬ man in the New York Coliseum. “As great as our New York Coliseum show was,” explains Grand, “we confidently expect that our 1957 Florida exhibit to sur¬ pass it. Florida in No¬ vember will be a big inducement for buy¬ ers to combine the business convention with a winter vacation at Miami Beach’s newest and most beautiful hotel, which means a bigger attendance. Our exhibibition hall, which has been specially con¬ structed to adequately house 250 kingsize display booths, will offer supply firms maximum advantage in showing their popcorn, food, beverage, and equipment items.” Colorful advance announcement ex¬ hibit brochures have been prepared by NAC and placed in the mail to prospec¬ tive exhibitors. Popular New Candy Item Boston — Introduced in this country less than a year ago, Rolo, a chocolate covered soft nouget center candy, is entrenching itself as a best seller in the dime bar class, according to the distributor, New England Confectionary Company. At the present time national distribu¬ tion has been limited, the firm stated, because Rolo’s have to be imported from England. However, production facilities are being established in this country, and the popular product will soon be made available to a much wider market. Rolo’s are sold in 24 count and 100 count packs for theatres and vending machine companies. A Mixed Assortment The following are short items about refreshment products and concession operation which may help the reader improve and increase his business: In most drive-ins, the type of refresh¬ ment service employed will be deter¬ mined by the capacity of the theatre. It has been found that in the 400 car or less situations that patrons can be serviced quickly and more economically with station-type service. In drive-ins with a capacity of 800 cars or more, cafeteria style is usually most practical. For speedy, efficient service in an operation handling from 400 to 800 cars, the proper type of service seems largely to depend on opinion, and length of the break. Obtaining a staff for a theatre refresh¬ ment stand often presents a problem. Most theatres draw their help from young girls, older women and high school boys. Each has advantages and disadvantages. Many concesesion operators, however, have found that a settled older woman makes the best attendant. The reasoning behind this is that an older, mature per¬ son will be more stable and reliable, will be at ease with patrons of all ages, will take the job more seriously than younger and more flighty employees, and will probably have more poise and charm. While it is not a must, it is pretty well agreed that a uniformed attendant is definitely an added sales factor, and the uniform is usually worth the expense. However, whether garbed in a uniform or a simple dress, the attendant should see to it that the outfit is neat, free of stains and properly pressed. A spotted outfit often results in spotty sales. Lighting is an important aspect of good refreshment stand merchandising. The use of grid diffusers under cold cathode tubing has proved very successful in many locations. This system provides a steady, even light over the entire stand, and has an attractive modern look that helps the overall effect. Where possible, sup¬ plemental spotlights on special displays have often proved profitable. A word of caution, however, when using spotlights make sure that they are not close enough to candy and other items which may be damaged by the heat. When planning a refreshment stand, particularly at drive-ins, careful consid¬ eration must be given the water supply situation. If a fountain-type of drink equipment is going to be used, it is very important to check and make sure that there will be an adequate source of fil¬ tered water. If a well is drilled, it is a good idea to put a filter in front of the water pump. An interesting and inexpensive “gim¬ mick” which can help build up sales at coin-operated beverage machines is to tape a pass to the theatre on every 20th or 30th cup used in the dispenser. Signs in the lobby and around the drink machine, as well as in advertisements, playing up this promotion can do a great deal to boost sales. EXTRA PROFITS December 12, 1956