MARYLAND LOTTERY
REPORT
RETAILER
A newsletter for Maryland Lottery retailersCONTENTS
My Lottery Rewards Update 3
Q&A on Bonus Crossword 4 New Terminal Promotions 5
MARCH/APRIL 2014
HIT A HOME RUN WITH ORIOLES PROMOTION
Batter up! We’ve got a sure hit on our hands with our springbaseball-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!
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
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 Retailer Singh stands at the Landover Hills Exxon at 6579 Annapolis Road.
RETAILER SPOTLIGHT: LANDOVER HILLS EXXON
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? Visitmdlottery.com/about-us/ responsible-playor contact Jennifer Wetherell at 410-230-8798 or jennifer.wetherell@maryland.gov. 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
DIRECTOR’S MESSAGE
MARYLAND LOTTERY AND
GAMING CONTROL AGENCY
Stephen Martino, directorAl Ringgold, director of sales Retailer Report Contributors
Debbie McDaniel-Shaughney, editor L. Sobon, graphic design
Connect with us:
RETAILER REPORT
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 Lottery sales and expand their product offerings, said Regional 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.”
Al Ringgold, director of sales (right), presents Aaron Johnson with his award.
AARON JOHNSON WINS HONORS
I am pleased to announce that the MarylandLottery 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.
RETAILER SPOTLIGHT: LANDOVER HILLS EXXON
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.
AARON JOHNSON WINS HONORS
Retailer Singh with cashier Donyz Miranda.
The redesigned store features a Lottery play area with seating and countertops.
(Continued from page 1)
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 customers 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.”
Two walls of winning tickets include those from terminal games and scratch-offs.
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.
$1 Million
Mega Millions
Winner
Retailer Sells at Motorcycle Show
Retailer Opens Lottery Lounge
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.
MY LOTTERY REWARDS
UPDATE
RETAILER ROUNDUP
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.
Magothy Inn, Pasadena Village Spirits, Smithsburg
Retailer Chris Linetty (left) and Lottery District Manager Leroy Thorne.
Lounge offers expansive play area. Gem Liquors cashier Kenny Patel.
Retailer Opens Lottery Lounge
WEL
COME NEW RET
AILER
S!
(F
OUR
TH QU
AR
TER 2013)
MY LOTTERY REWARDS
UPDATE
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
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 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 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
SAVE TICKETS
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.
MARCH BRINGS MULTIPLIERS
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.
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.
RE
GION 1
RE
GION 2
RE
GION 3
RE
GION 4
ANSWER:
Basically, we needed more time to test this product, correct any issues detected and produce an information sheet on the scratch-off 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 on how to validate the coupons. We plan to get this game off to a great start so look for the Bonus Crossword scratch-off in May!
YOU ASK ... WE ANSWER!
RETAILER QUESTION:
Why did you delay the Feb. 24 launch of the $3 Bonus Crossword scratch-off until May 26?
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!
• 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
REGIONAL MEETINGS RETURN
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
REGION 3
Pantry 1 Food Mart, Annapolis Lucky’s Superette, Odenton Landover Hills Exxon, Landover
Langley Shop, Langley Park Langley Park Beer & Wine, Hyattsville
REGION 4
E-Z Convenience, Baltimore 7-Eleven #23698, Baltimore One Stop Convenience & Deli,
Reisterstown J Convenience, Parkville Maiden Choice Liquors, Baltimore
TOP SELLERS OF TECH THE
HALLS SCRATCH-OFFS
(Oct. 28-Jan. 21)Email Retailer.report@maryland.gov.
HAVE A QUESTION?
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 $1 – Lots of Loot (#962) $2 – Blackout Bingo (#907) Red, White and Blue (#986)$5 – Aces High (#953)
The Price is Right (#983) $50 Grand Slam (#984)
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 $10 – Cash Blast (#940) 40 Rubies (#976)FINAL CLAIM DATE: APRIL 27
NEW TERMINAL PROMOTIONS
• Spring Keno Sprinkler
(March 10-April 6)
Randomly doubles or triples prizes for those playing Keno, Keno Bonus, Keno Super Bonusand 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.
• 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.TM
A B C
TOWN TICKET
$10,000 continued
Pantry 1 Food Annapolis Platinum Cash The Royal Casino Baltimore Fruit Twist Crossword Quick Save Mart & Citgo Laurel 10X Cash
Royal Farms #188 Aberdeen $10 Tech the Halls Charlie’s Restaurant District Heights $100,000 Richer & Spirits
Al’s Beer, Wine Oxon Hill Winner’s Luck & Restaurant
Town & Country Liquors Port Republic 10X Cash
Edgewood Amoco BP Edgewood $10 Tech the Halls 7-Eleven #33430 Accokeek 10X Cash
7-Eleven #32879 Gaithersburg Money Bag Bonus Liquor Depot Baltimore $2 Tech the Halls Smithsburg Exxon Smithsburg $100,000 Richer Lewisdale Market Hyattsville Great Big Bingo Giant #135 Silver Spring 10X Cash 7-Eleven #20159 Hagerstown 10X Cash Potomac Shell Gaithersburg 10X Cash MVA Shell Glen Burnie 10X Cash St. Mary’s Landing Charlotte Hall 40 Rubies
Liquor Outlet Parkville Double Dollar Fortune A and B Liquor Mechanicsville Platinum Crossword Pimlico Check Cashing Randallstown Rainbow Blackout Bingo One Stop Shop Liquors Baltimore Hit the Jackpot
Mall Spirits Baltimore 10X Cash Harford Quick Mart Bel Air Get Rich Bedford Road Liquors Cumberland 10X Cash Dundalk Citgo Baltimore Double Dice
State Hanover Check Baltimore Rainbow Blackout Bingo Cashing
Jayco Liquors Elkton A Wreath of Franklins Sunset Restaurant Glen Burnie Winner’s Luck Cash Box Baltimore Double Dice Shop Express Brooklyn Great Big Bingo Fountaindale Service Middletown 10X Cash Center
Elkton Shell Elkton 10X Cash
Greensboro Mobil Greensboro Platinum Crossword NP Liquors Baltimore Super Jackpot
Prospect Beer, Wine Mount Airy Double Dollar Fortune & Groceries
Cash Depot Silver Spring Club Casino East Side Liquors Frederick Hit the Jackpot
TOWN TICKET
$250,000
Kwik Mart Baltimore Super Jackpot
$150,000
Deven’s Deli Hanover King Size Bingo
$100,000
Travilah Beer Wine Rockville Double Take National Mini Mart Hancock Winner’s Luck Rodman’s Discount Silver Spring Great Big Bingo Stores
Easton Sunoco Easton $100,000 Richer
$77,700
Myersville Sunoco Myersville Super Slots (B)
Royal Farms #107 Ocean City Super Slots
$50,000
Rockville Service Center Rockville Platinum Cash Your Country Store Hagerstown Hit the Jackpot Rodman’s Discount Silver Spring Double Dice Stores
Giant Food #0354 Silver Spring Hit the Jackpot (A)
Silver Spring Gulf Silver Spring Big Cash Multiplier Courthouse Exxon Rockville Big Cash Multiplier Whisker’s Bar & Grill Berlin Double Dollar Fortune Royal Farms #070 Joppa Double Dice (C) $30,000
Stevens Forest Exxon Columbia Hearts Are Wild Tripler Lenny’s Delicatessen Owings Mills $3 Tech the Halls Bunny’s Liquors Baltimore Rainbow Blackout Bingo
$25,000
Dew Drop Inn Hollywood 24 Karat Cash
$10,000
Country Liquors Westminster Double Dollar Fortune Shell Food Mart Adelphi 10X Cash
Beverage Barn Abingdon Get Rich A and B Liquor Mechanicsville 10X Cash Baden Grocery Brandywine Double Dice
Aberdeen Sunoco Aberdeen Platinum Crossword Shell Food Mart Baltimore Great Big Bingo Sunset Restaurant Glen Burnie Money Bag Bonus Riverdale BP Riverdale 10X Cash
Earl’s Super Liquors Oxon Hill 10X Cash
