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Issue Date: Vol. 50, No. 3, March 2010, Posted On: 3/5/2010

Regional Operators Merge Into National Amusement Firm

Marcus Webb
vending, vending machine, coin-op machines, jukebox, videogame, pinball, tavern games, interactive games, bar tournaments, coin machine operator, Entertainment Experts LLC, Jason Rubin, AJ Video, Gary S. Cohen, Matt Pascal, Amusement Vending-JE&S Video, Travel Center Specialists, Jeff and Kama Reed, BJ Novelty, club lucky group

DENVER, CO -- Four leading amusement and music operations have merged into a new entity called Entertainment Experts LLC.

The founding partners of the new operation, also known as E2, are Jason Rubin of AJ Video of Baltimore; Gary S. Cohen and Matt Pascal, who own Denver's Amusement Vending-JE&S Video and Travel Center Specialists; and Jeff and Kama Reed of BJ Novelty, based in Covington, KY.

The founders said Entertainment Experts, which became operational on March 1, will be one of America's largest suppliers of entertainment equipment to restaurants, taverns and other related consumer venues. It launches with 80 employees who provide and service equipment in more than 2,000 locations across dozens of states. Collectively, its principals have 120 years of industry experience, including serving on the boards of several equipment manufacturers. BJ Novelty celebrates 55 years in business this month.

E2 will blend the existing market penetration of all four operations and will seek to expand into new regional markets to provide games, promotions and advertising in a wide array of locations. Gary Cohen said the new company would also leverage its size and scale to "bring better products and pricing to the retail marketplace."

Additionally, the operators said they plan to bring a sophisticated marketing approach to their clientele, positioning E2's equipment not merely as machines or cashboxes but as Internet-based "platforms for retailers to build revenues, loyalty and traffic with efficient, measurable delivery systems" for entertainment content, turnkey marketing, advertising and promotional programs and contests.

The total package, said BJ's Kama Reed, is a "completely integrated business model" that will build location traffic, increase customer loyalty and boost revenues. 

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