Beyond Neon - They Create Smiles…On The Strip

Beyond Neon - They Create Smiles…On The Strip
by Richard R. Becker

The hottest coin-operated arcade game on the market borrows its name from the "City of Angels," but L.A. Machine Guns has a hot option that transports players to a vivid re-creation of the Las Vegas Strip, Starting in front of the Statue of Liberty at New York-New York Hotel & Casino, the explosive game pits players against a horde of evil aliens who have their sights set on destroying the president… and then the world.

"We were thrilled to discover the game starts in front of New-York New York, so now we tell everyone to play the Las Vegas setting," Mitch Stern, general manager of the privately owned Coney Island Emporium located on the second level of the New York-New York. "We also tell them not to shoot the president or they'll be penalized."

Losing points for plugging the president is not the only game tip Mitch and his staff share with customers.

Several game strategies are posted on the walls throughout the center. Amusement Consultants Ltd., parent company of Coney Island Emporium, considers it good customer service.

"Since Sony and Nintendo put arcade games inside every home, coin-operated games have changed dramatically," said Mitch. "Most of them have a lower learning curve, and new releases have to be several steps ahead of home computing so players say, "Wow!"

Looking down the long list of 220 new and classic coin-operated games inside Coney Island Emporium, "Wow" may be an understatement. Recently, Coney Island received world wide exclusive rights to showcase a revolutionary new pinball machine for two weeks. While Pinball 2000 shares some traditional pinball characteristics, like a back box on top and two flippers on the side, the rest of the game moves pinball into high gear. A video monitor set into the back box projects video images directly onto the playfield.

The high-tech hybrid is not alone at the 32,000-square-foot Coney Island -themed facility. As one of several Amusement Consultants Ltd. fun centers across the United States, Coney Island Emporium is frequently asked to "beta test" the newest coin-operated machines on the market.

"We ask our customers what they like and don't like about these new games and then let the manufacturer know so they can make adjustments," said Mitch. "It gives our customers a chance to play games that no one has ever seen."

As its slogan "We create smiles…" suggests, Amusement Consultants Ltd. offers much more than arcade amusements. At Coney Island Emporium, the third-generation family-owned company provides fun eight-seat Daytona simulator, New York cab-style bumper cars, and 2,500-square-foot laser tag battlefield.

"Our laser tag might not be as sophisticated as some, but it's a great place for beginners who don't want to get creamed in 30 seconds," Mitch said. 'We also have four virtual reality pods and dozens of redemption games, which have become some of our most popular attractions."

Similar to midway games, these games reward players with tickets that can be redeemed for prizes. The prizes range from small souvenirs and logo apparel to name brand electronics, including stereos.

"We rotate smaller prizes to provide our customers with something new to win," said Mitch. "But we also keep large-ticket items so customers can save up their tickets for specific prizes."

Tickets can either be consolidated and placed in an account accessible at any amusement center operated by Amusement Consultants Ltd. or can be used to earn discounts on Sharper Image merchandise. Tickets can be turned in to Coney Island Emporium's redemption center for Sharper Image Gift Certificates to be redeemed at any Sharper Image store or through their catalog.

Mitch said it is very likely such redemption options will continue to expand. They may even become the next step in adding value to coin-operated video games. In other words: players soon may be able to save the president from an alien assault on the Las Vegas Strip and ears a bonus on top of the satisfaction that they saved the planet.

Coney Island Emporium is located on the second level of New York-New York Hotel & Casino. It is open Sun.- Thur.- from 9 a.m.-1 a.m. and Fri.-Sat. from 9 a.m.- 2 a.m. For more Information, call 702-736-4100 or visit their website at www.coneyislandemporium.com.