SalesmakerSalesmakerJANUARY/FEBRUARY 2010VOLUME 25 | ISSUE 1

The Official Newsletter for California Lottery Retailers

CALIFORNIA LOTTERY COMMISSIONERSJohn Mass, ChairmanMargaret MimsC.C. Yin

CALIFORNIA LOTTERY DIRECTORJoan M. Borucki

CHIEF DEPUTY DIRECTORLinh Nguyen

DEPUTY DIRECTOR OF SALES AND MARKETINGMichael Brennan

DEPUTY DIRECTOR OF SALESMichele Tong

CHIEF, NORTHERN FIELD OPERATIONSStacy Matsunami

MANAGING EDITORNorma Minas

ASSISTANT EDITORTim Dugas

CONTRIBUTORSSally Forcier Nipat HwaKarl LevineKelsey RubstelloHarold Rubin-Smith

FOR MORE INFORMATION CALL:1-800-LOTTERY TDD 800-345-4275

PROBLEM GAMBLING HELPLINE:1-800-GAMBLER

WWW.CALOTTERY.BIZ

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!

MICHAEL BRENNAN Deputy Director of Sales and Marketing

Dear Retailer,

MICHAEL BRENNAN

Deputy Director of

Sales and Marketing

COVER:

SuperLotto Plus Draw Announcer Rosemary Orozco Photo by Norma Minas

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

PAK 'N SAVE NETS

$192,500 for Selling MEGA Millions® Jackpot

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.

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.

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

December & January’s Car Winners!

RETAILER NEWS

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 CORNERSTONELong 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

1

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.

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.

2

3

4SALESMAKER Jan/Feb 2010 3

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 music-

loving lottery players still have time to win

some awesome prizes and event tickets!

MUSIC LOVERS ROCK WITH

Lottery Scratchers®Artist

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.”

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.

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

Rossi’s Deli Serves Up Great Sandwiches and Lottery Tickets!

SPOTLIGHT RETAILER

4 SALESMAKER Jan/Feb 2010

calottery

BAKERSFIELDKBFX TV –CH 58 (FOX)SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri – first break in the late news

EL CENTRO/YUMAKYMA TV–CH 11 (NBC)SuperLotto: Wed & Sat @ 10:00pm

FRESNOKSEE TV–CH 24 (NBC)SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri @ 9:00pm

LOS ANGELESKCAL TV CH 9 (IND)SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri @ 8:00pm

MONTEREY/SALINASKION/KCBA-TVSuperLotto KCBA Fox: Wed & Sat @ 7:56pmMEGA Millions KCBA FOX:Tue & Fri in the late news 10:00pm

PALM SPRINGSKCAL TV–CH 9SuperLotto: Wed & Sat @ 7:56pmMEGA Millions: Tue & Fri @ 8:00pm

SACRAMENTOKTXL–CH 40 (FOX)SuperLotto: Wed & Sat @ 7:56pm

SAN DIEGOXETV CW TV–CH 6SuperLotto: Wed & Sat 7:56pmMEGA Millions: Tue & Fri between 8:00–8:25pm

SAN FRANCISCOKRON TV–CH 4SuperLotto: Wed & Sat @ 7:56pm

SANTA BARBARAKSBY TV–CH 6 (NBC)SuperLotto: Wed & Sat @ 7:56pm

SUPERLOTTO & MEGA MILLIONS BROADCAST INFO

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.

MEET SUPERLOTTO PLUS’

New Lady Luck

NEW TALENT

SALESMAKER Jan/Feb 2010 5

Make Me a Millionaire™ Broadcast InformationBAKERSFIELDKBFX– Channel 58 (FOX)Saturdays @ 5:30 p.m.

EL CENTRO/YUMAKYMA – Channel 11 (NBC)Saturdays @ 6:00 p.m.

FRESNOKSEE– Channel 24 (NBC)Saturdays @ 7:00 p.m.

LOS ANGELESKCAL – Channel 9 (IND)Saturdays @ 7:30 p.m.

MONTEREY/SALINASKION/KCBA/CCCWTVSaturdays @ 6:30 p.m.

PALM SPRINGS/ PALM DESERTTime Warner (Cable) KCAL, Ch. 9Saturdays @ 7:30 p.m.

SACRAMENTO/ STOCKTON/MODESTOKTXL– Channel 40 (FOX)Saturdays @ 6:00 p.m.

SAN DIEGOXETV– Channel 6 (CW)Saturdays @ 6:30 p.m.

SAN FRANCISCOKRON – Channel 4 (IND)Saturdays @ 6:30 p.m.

SANTA BARBARA/ SAN LUIS OBISPO/ SANTA MARIAKSBY– Channel 6 (NBC) Saturdays @ 6:30 p.m.

WINNER AMOUNT TICKET RETAILER RETAILER CITY ENTRY TICKETKevin Lu $ 3,600,000 Liquor Box Pasadena TV Show #570Declan McCullagh $ 100,000 Rio Vista Shell Rio Vista TV Show #590Nichol Ramos-Ybarra $ 70,000 Ralph's Grocery #186 Long Beach TV Show #590Lisa Gonzalez $ 50,000 Northgate Market #29 Vista TV Show #570Donald O'Brien $ 35,000 Market Street Carwash & Gas Ventura TV Show #590Donald Ohnoki $ 35,000 7-Eleven 2174-16184D Palos Verdes Peninsula TV Show #590John Perez $ 34,000 7-Eleven 2175-14023 Montebello TV Show #570Tiffanie Capps $ 25,000 Hometown Foods Dixon TV Show #590John Fabre $ 24,000 Lottery HQ Promotion Sacramento Mall TourDiane Celentano $ 20,000 7-Eleven 2234-14236 Santa Clara TV Show #590Luis Miguel Uriostegui $ 18,000 El Camino Market Delhi TV Show #590Ernesto Raigoza, Jr. $ 18,000 7-Eleven 2175-16678 Monrovia TV Show #570Emad Jwaid $ 15,000 La Canada Shell La Canada TV Show #590Carrie Selleneit $ 15,000 West 7 Liquor Los Angeles TV Show #590Sheri Wilson $ 15,000 Shell Beach Liquor Pismo Beach Fantasy 5Hoa Nguyen-Wu $ 15,000 Everyday Swapmeet Price Perris TV Show #570

DECEMBER & JANUARY'S BIG MONEY WINNERS! (car winners featured inside)

www.calottery.comDAILY GAME RESULTS ARE NO LONGER BEING TELEVISED. Please visit the Lottery’s Web site for complete daily game information.

Please play responsibly. Must be 18 or older to play. Overall odds 1 in 5.44. TV Show odds 1 in 120,000.

Kevin Lu Made Himself a Millionaire

FROM SCRATCH!