John Milliron Who Represented Pennsylvanias Amusement Operators For 3 Decades Exits Industry

HARRISBURG, PA -- The departure of John P. Milliron, Esq., as executive director of the Pennsylvania Amusement and Music Machine Association marks the end of an era for one the nation's most robust and active trade groups. Milliron became a PAMMA board member in September 1985, five years after the association was founded by a handful of coin machine operators, who handled association business on a part-time basis before his arrival. Now, as he retires after more than 30 years of leading the association, his tenure stands among the longest and most productive in coin-op history.

In an industry that witnessed dramatic change since the early 1980s, Milliron's record with PAMMA is nothing short of extraordinary. His firm, Milliron Associates LLC, served to navigate Keystone State operators through booms, busts, evolving technologies, economic challenges and flawed legislation. Initially brought on to work with licensing issues aimed at coin-operated amusement devices, his efforts have included everything from winning critical exemptions associated with a draconian smoking ban to long-term efforts in getting gaming legislation passed.

CAPITOL GAMING:John Milliron (l.), shown here with his successor, Andy Goodman, has spent more than 30 years working the halls at the state capitol in Harrisburg on behalf of the amusement industry. Today, PAMMA is backing legislation (HB 649, Mustio Amendment A04847) that will open the door to operator-run video gaming terminals in bars and other adult locations, and license distributors to sell and service those terminals. PAMMA's bill is similar to the Illinois Gaming Act, on which the Illinois Coin Machine Operators Association worked for more than 20 years before it was signed into law in 2009. Operators began placing VGTs in approved Illinois locations in 2011. As of April 2016, 22,865 VGTs were installed in 5,350 locations. The program earned $30 million for state and local governments for the month ended April 30.

As one of the most effective government relations companies in the state, Milliron Associates, now Milliron & Goodman LLC, has 40 clients. PAMMA is the firm's only client for which it performs association management functions. And that will not change. Milliron's successor, Andy Goodman, will continue to lead PAMMA, the industry veteran told VT.

"Andy is taking the firm over, and we still have good people in the office," Milliron said. "Andy is good at what he does, and he'll be good at PAMMA. He's made a point of learning the industry, because if you don't understand this industry, you can't do a good job for them."

Transformed, But Still Strong

As with many regional amusement associations, PAMMA's size has declined since the Golden Age of Video Games, which began in the mid-1980s and continued through the 1990s. Consolidation since the videogame boom days has reduced the number of operating companies and distributorships nationwide, and Pennsylvania is no exception. Those who remain are the ones who could weather the turbulent times that transformed the industry. "The tough economy has winnowed out companies that weren't run well. The survivors are good at service and knowing what games can make a buck," Milliron said. "The guys who are left are very innovative, and many are second and third generation."

Small doesn't necessarily mean less effective, however. Milliron's lobbying effort in Harrisburg on behalf of the industry has helped to mitigate harsher changes in laws and regulations that continue to crop up. For instance, the smoking ban in bars, which hit operators and location owners hard across the country, could have been much worse in Pennsylvania. PAMMA won key exemptions to Pennsylvania's statewide ban, pardoning private clubs and cigar bars, and reducing restrictions in taverns with less than 20% of the income coming from food or with patio areas.

Among the other legislative battles PAMMA was able to win were two attempts to institute a sales tax on the gross receipts of coin-operated amusement devices. Proposals, which came up in 2011 and again in 2015, were soundly defeated.

"There have been so many state associations that have folded because of lack of interest, because of recessions," Milliron said. "But this group is resilient, they never ever gave up on promoting legislation that would help their locations, such as the smoking bill. They have a real persistent streak. And they were not going to allow the industry to be unrepresented in Pennsylvania."

The decrease in PAMMA's membership has not been without consequences. The showy hoopla the industry enjoyed in prior years is almost gone. And not unlike many state associations, PAMMA has curtailed its elaborate annual meetings and conventions. Those with long memories will recall a time when such events attracted not only operators from across the state, but also a wide range of manufacturers and distributors to four-star venues. During one of those occasions, Milliron recalled, distributors arrived at an evening event on horseback. It was a memorable entrance, made even more memorable when the horses began relieving themselves in the ballroom.

While those kind of events have become largely a thing of the past, PAMMA has put its emphasis on pool and dart tournaments aimed at players. And this consumer-oriented realignment has proved successful. For the past eight years, the association's statewide dart tournament has attracted upwards of 350 players.

"Within the industry, I think PAMMA is one of the one or two most active in the country," Milliron said. "I'm very proud of them. I would not have stayed with them 30 years if they weren't a great group of people. I'm going to miss them terribly."

PA TRANSITION:PAMMA executive director John Milliron (l.) confers with his successor, Andy Goodman. Milliron, who is retiring after serving in the post for 30 years, has provided a smooth transition for Goodman.

EXECUTIVE STYLE:Pictured, from left, are Carol and Jerry Johnson, Amusement Unlimited Inc. (Eugene, OR), and John Milliron and his wife, Deborah, at AMOA's state association meeting in San Antonio, TX.

NATIONAL HONORS:The Amusement and Music Operators Association, a national group, recognized John Milliron's 30 years of service earlier this year. Here, AMOA president Jerry Johnson (r.), Amusement Unlimited Inc. (Eugene, OR), bestows honor on Milliron (c.) with an assist from operator Lou Miele, L&M Music Co. (Williamsport, PA).