At least, not as practiced by Eric Brashear of Amusement Game Rentals.
, we are redefining the amusement rentals business," he
rigged up a mirror-
deluxe presentation is typical of the creative marketing and showmanship practiced by Brashear
Imaginative upgrades of football video-
"At this point I'm actually hoping things will level off a bit so we can catch our breath," Brashear
Son of 1980s coin-
op basketball game manufacturer Foster Brashear, Eric got involved in the industry with Wedges and Ledges during the Challenger Crane days, and was an operator in Southern California during the 1990s and early 2000s as owner of Spectrum Games.
"Most operators get calls to rent equipment, but they charge far below what the market will bear," said Brashear
"For Example, they may ask for $150 per game, per day.
Their thinking is, 'Well, that's a week's worth of income on location, so that's a lot of money."
But in fact, Brashear
average daily rental is more then two months' worth of on-
location earnings for any given piece.
Although the money is good, it's definitely earned, he
"You absolutely must provide clean, attractive, working equipment; show up on time; and do exactly what you say you will do," he
"If you fall short on any of those factors, the rentals market is an extremely unforgiving business."
puts this philosophy into practice with aggressive fee schedules and
exacting service standards.
is proud of having perhaps the highest rate card in the U.S. rentals segment.
In fact, he
happily provides his
rate card to any other operators who rent games - to encourage them to bring their prices up to current standards, he
And, while many operators strongly prefer to keep a low profile, Brashear
also pens a regular newspaper column in Exhibit City News
, a newspaper for the trade show industry.
stress rentals business," Brashear
"At the same time," he
continued, "we occasionally find that we have to remind some of the professional party planners who deal with the wealthy individuals and high-