The Bottom Line on Slot Seating

When your casino’s bottom line could depend upon your customer’s, well, bottoms, shouldn’t you give them the best seats possible? When players are comfortable and having a good time, they play longer—which means more revenue for you. So, we’ve gathered up the biggest players in the casino seating industry for you right here. They each offer something unique, and someone here is bound to have just what you need. We’re talking ergonomics, fabrics, bases, custom-design options, budgets and more. So do right for everybody’s bottom and read on to find the perfect solution for your casino’s seating needs.

AC Coin & Slot
Founded in 1978 by Mac Seelig, Atlantic City Coin & Slot Service Company Inc. (AC Coin) is a privately held New Jersey corporation. And with its wide variety of options and offerings, AC Coin is your one-stop shop for all things slots.

Manufacturing slot machines, custom signage, slot bases and custom seating including gaming chairs, bases and hospitality chairs, they are true experts in the field. Since 1983, AC Coin has been the exclusive distributor of IGT gaming devices in New Jersey and the Caribbean.

Nat Holt, director of sales for AC Coin & Slot, said the company’s ability to exceed the customer’s expectations with the finished product’s quality, timely delivery, pricing and service is what sets their chairs apart.

The company has installed seating in over 200 casinos in the U.S., Canada, the Caribbean, and on cruise lines. Some of their most notable clients include the Isle of Capri, MGM Mirage, Penn National and Mohegan Sun.

“Every job we do receives the same level of attention, quality and customer service,” Holt said.

The company’s headquarters are in Pleasantville, N.J., with a manufacturing facility in Reno and sales and service offices located throughout the United States, Canada and Puerto Rico.

For AC Coin, listening to the customer’s needs is a top priority. And they understand what’s important to casino operators. “Value, ergonomic design and high quality have been and will remain the forefront of casino seating,” Holt said. “Many operators want to carry design elements throughout their gaming floors, tying materials, finishes and design all into seating. At the end of the day, our chairs allow for the casino’s customers to spend more time playing their games. Time on device rules in gaming.”

The company boasts site visits and face-to-face meetings with all the decision makers to better enable the group to produce the finest seating. They work with the architects, designers, slot departments, table game management, bingo, and food & beverage personnel. They have more than 400 custom designed products to present for sampling and testing as well as the ability to produce any style of chair for any gaming environment.

“All of our seating products undergo rigorous testing procedures and are manufactured using the latest technology available in the seating industry,” Holt said. “We also provide the best warranty and customer service in casino seating.”

Holt said the most important thing for a slot seating buyer to do is ask questions, because communication is key. “Consulting with seating experts such as AC Coin is the first step,” Holt noted. “Get feedback on the proposed products from both internal personnel and your customers. Set up a test area using the new sample products and survey the folks for comfort, size, ergonomics, etc.”

All seats are manufactured to a high quality and can be interchanged with most bases. Some of their options include selected or supplied upholstery, custom embroidery, head-to-head tacking and channeling, and button tufting. Because well-designed seating is part of the foundation for a great gaming experience.

AC Coin & Slot At a Glance
Year Founded: 1978
Number of employees: 250
Headquarters: Pleasantville, N.J.
Executives: Mac Seelig, President
Jerry Seelig, EVP/General Mgr
Jeff Seelig, EVP/CFO
Jason Seelig, EVP Sales & Marketing
Thomas McCormick, EVP/General Council
Website: www.ac-coin.com
For sales information: Nat Holt, Director of Sales, (609) 641-7811 or nat.holt@ac-coin.com

KGM Gaming
KGM Gaming, headquartered in Philadelphia, is a relatively young company. Founded in 2003, they started manufacturing commercial seating in 2007, previously distributing seating for other manufacturers.

Now, KGM’s primary business services include the supply and distribution of gaming machines, slot bases, casino chairs, casino signage, locks, bill validators and ticket printers.

In 2005, KGM signed with Aristocrat Technologies to be its exclusive Pennsylvania distributor. KGM is also the exclusive distributor for Ainsworth Game Technology on the East Coast. The company’s motto is “We’re everything casino.” And KGM certainly is poised to serve you, the customer, the best way possible. Jack McNamara, vice president of operations, explained that KGM’s core values are to supply a high quality product at a fair market price, delivered on time with exceptional after-sale support. “Our roots are founded with traditional family values,” he said.

So how did this company go from distributing for other companies to producing its own products? According to McNamara: “While distributing for other companies, we recognized that we were unable to control the three most important elements of commercial seating: quality, price and delivery. The owner of KGM, Howard Weiss, issued a company directive to either start manufacturing our own seating or get out of the business! The decision was made to launch our own line.”

And so, KGM set out to build a high-quality chair at a fair and competitive price, a segment of the marketplace the company felt was untapped. Jason Peters, KGM’s CFO explained, “Through value engineering, controlled labor cost and the ability to dilute our cost of sale over multiple products, we have been successful and able to attain a fair market share at a fair price”

A major move on KGM’s part, its seating is manufactured 100 percent domestically—they do not rely on overseas imports. This was the only way the company believed they could control quality and have the flexibility to make quick adjustments to product and delivery schedules.

Hard to ignore is KGM’s commitment to quality. “Design and price can be adjusted but quality cannot be reduced,” McNamara commented. “When you have a breakdown in quality, it affects risk management. While litigation can be costly and embarrassing for an operator, it is ultimately the casino patron that suffers from inferior seating.”

Manufacturing these high-quality seats for KGM came naturally. Being in Philadelphia, they have access to numerous metal fabricating partners. In another strategic move, they conducted extensive analysis of their competitor’s products by obtaining the recommendations and dislikes of their customers and analyzing every aspect of each chair. “We examined the thickness of metals, joinery techniques, tolerances and alloys of components,” McNamara explained. “We worked with existing OEM part suppliers to create customized pieces that meet exclusive KGM criteria.” The end result demonstrates KGM’s commitment to doing things the right way—a high-quality seating line, easily customized and most importantly, priced to satisfy the current economic requirements.

KGM recently launched an exciting new wood line of commercial seating. The product makeup is geared toward both gaming seating and traditional F&B. With a long list of options, custom UV finishes and a 10-year structural warranty, the line is sure to be a hit with customers.

And with their portfolio of recent clients—Dover Downs, Presque Isle, Argosy Riverside, The Borgata, Casino Rama, The Rivers Casino, The Tropicana, Trump Marina and Resorts, Foxwoods Connecticut, Harrah’s Cherokee—KGM Gaming is sure to have a seating solution for you, too.

KGM Gaming At a Glance
Secondary Office: Pleasantville, N.J.
Website: kgmgaming.com

Gary Platt Manufacturing
“Time on device” is a key phrase for Gary Platt Manufacturing, something the company keeps in the forefront of its mind when designing its slot seating. When players are comfortable and having a good time, they will play longer. Gary Platt was founded on the concept that a high quality, more comfortable chair would increase a player’s “time on device” and, as a result, casino revenues.

This is just one way Gary Platt keeps the customer its No. 1 priority. Bob Yabroff, Gary Platt’s president, said, “We give big and small customers the same superior customer service. Our motto is ‘Treat people the way you want to be treated.’”

From Gary Platt’s inception in 1997, the impact it has had on casino seating is noticeable, and the company is recognized as a leader in the industry. The company’s headquarters and factory are in Reno, Nev., having relocated from California in 1999. Today Gary Platt is a top seating manufacturer and supplier of casinos and most major slot machine manufacturers, including Aristocrat, Bally, IGT and WMS, with seating for all of their participation games. As a result, Gary Platt seating is in virtually every casino in North America.

With so many wide-reaching installations, Gary Platt has established a high reputation in the industry. “We have had a long-standing relationship with most of our casinos and we see repeat business once a relationship is established,” Yabroff stated.

In 2000, Gary Platt engineered a chair for San Diego’s Barona Resort & Casino that introduced state-of-the-art ergonomics to the industry. That design became the basis for the company’s X-Tended Play series of seating and helped spur the seating industry into ergonomics.

Two years of research led to a high-density foam being used in the entire chair in the X-Tended Play seating. In addition, the chairs are covered with a comfortable and exceedingly durable fabric, which makes these chairs outstanding in even the toughest casino environments.
At the Indian Gaming 2010 trade show, Yabroff shared with CEM one product that customers responded very well to—the Vue. This chair has a sleek look with square tubing and a see-through hole in the back.

As the only manufacturer focusing solely on casino gaming chairs, the company has perfected each design for optimum player comfort and durability. “Our foam and wood, which are the heart of the chair, are unique in the industry,” Yabroff stated. “The foam is injection molded with built-in lumbar support and other contours to fit the human form. The seat has a waterfall front edge to relieve stress on the player’s legs.” It is the only manufacturer to utilize a steel support bar connecting the seat to the back that runs the entire length of the seat wood for added strength.

What does the company see in the future? “We believe that seating will be part of the slot machine experience by interacting with the machine,” Yabroff said.

Combining form with function and comfort, Gary Platt chairs are a solid investment for any casino and can be customized from top to bottom to fit your unique needs.

Gary Platt At a Glance
Year Founded: 1997
Number of employees: 35
Headquarters: Reno, Nev.
Executive: Skip Davis, COO
Website: www.garyplatt.com
For sales information: (800) 969-0999 or onlythebest@garyplatt.com

MLP Seating Corp.
MLP Seating Corp. has been a manufacturer of seating products for a variety of consumer markets for more than 50 years and is headquartered in Elk Grove Village, Ill. Originally producing chairs for the restaurant and hospitality market under the name of Modern Leatherette Products, the name was eventually changed to MLP Seating Corp. as its products and the market changed.

The company serves six market segments—banquet and meeting rooms, casino and gaming, ad specialty, commercial office, restaurant, and health care. Additionally, they’re a qualified GSA contractor.

MLP Seating is managed by several principles, all of which work to achieve the best for the customer: “Quality – We Take that Extra Step; Durability – Attention to Small Details; Customer Service Your Way; Flexible to Your Needs – Customized Products Available; Responsive and Timely; and We Do Business the Old Fashioned Way.”

Within their casino and gaming division, MLP works mostly in the Indian gaming market and is an associate member of NIGA. “We sell projects from the very small to the very large—100 to thousands,” Steve Odden, vice president sales and marketing for MLP, noted. Some of their clients include Black Bear Casino, Coushatta Casino, Shooting Star Casino, Kickapoo Casino in Oklahoma and Dakota Magic Casino.

Odden says two things set them apart: “Our flexibility and capability to provide the exact features and benefits a customer wants, and we modify and customize our products to meet the specific needs of our customers.”

The company believes you should not be required to fit your needs into an existing selection of choices, which is why they go out of their way to get you what you want. A major focus is on providing custom seating to the exact needs of their client. “We use a consultative sales process,” Odden explained. “We ask what they want and provide whatever option the casino feels is important for the products they are buying.” Though he feels there is a trend toward offering ergonomic features, MLP will provide any feature the customer feels is important—ergonomic or not.

The company offers many options. “We have excellent, quality entry-level seating for budget projects up to the best quality and designed seating products available,” Odden said.

And with the recent launch of the new Stay & Play Series, MLP now offers four lines of products available for the market. The new Stay & Play series includes the first-ever mesh back gaming stool. These also have a contemporary, ergonomic design and come with a five-year guarantee on the seat and back foam.

MLP’s fabrics and vinyls are made by the best mills in the market to create the best look, feel and durability. Their metal frames are made to high standards with extra braces to insure long wear. The company has an ongoing quality review process and provides improvements to its products on a continual basis.

So if you’re looking for customized service, put your trust in MLP.

MLP Seating At a Glance
Year Founded: 1950
Headquarters: Elk Grove Village, Ill.
Executive: Skip Davis, COO
Website: www.mlpseating.com
For sales information: (847) 956-1700 or sales@mlpseating.com

Gasser Chair Co.
Gasser Chair’s story begins in the mid-‘40s when three Gasser brothers—Roger, Louis and George—decided to combine their talents and begin a new venture in their industrial hometown area of Youngstown, Ohio. They focused on designing and manufacturing aluminum-frame dinette sets. A few years later, George loaded a few chairs into the back of his car and headed to Chicago to exhibit at the National Restaurant Show. Attendees were intrigued by Gasser’s durable, lightweight chairs, and he left Chicago with a nice order, several good leads and a new market to develop.

Gasser’s entry into casino seating started in the mid-‘60s when George met Bill Harrah of Harrah’s Casino in Reno, Nev. George convinced him that Gasser Chair Co. could build the best quality casino seating and can guarantee it for 10 years. This resulted in a sizeable order and the beginning of a long friendship and business relationship.

Around the same time, George visited Harvey’s Casino in Lake Tahoe, Nev., and learned about a problem—customers were moving stools from the bar to the nearby slot machines. At that time, casinos typically did not provide seats at slot machines. By using stools from the bar, even though the seat height was too high, customers were sending a message that sitting on anything was better than standing while playing slot machines. This prompted George to sketch a small, backless stool at a comfortable height for slot machines. Harvey’s tried a few of these new ‘slot stools,’ placing them at a few machines on the floor. The casino manager recognized that players would play longer at machines with stools, but still had the problem of players using stools from the bar. And so, Harvey’s ordered a few more … and then a few more, until eventually every machine had a stool. It didn’t take long for the trend to catch on.

Which brings us to the present. The company’s furniture is used not only in the U.S., but abroad as well. They supply casino seating onboard many cruise ships as well as big name casinos including Planet Hollywood and CityCenter.

Gasser has an extensive line of both wood and metal frame seating to meet the specific needs of casino games. But Gasser can engineer and build custom-designed seating, skillfully transforming a rough sketch or detailed drawing into the perfect prototype model. And continuous improvement is a standard procedure at Gasser that integrates new technologies with progressive, conceptual designs. New models and component features are constantly being developed, maintaining the original Gasser trademarks since 1946: Innovation, Design, Comfort and Durability.

The company has also taken unique measures to ensure a greener, more eco-friendly way of operating their business and meet customer needs. A program was developed to recycle Gasser’s seats. Upon the purchase of new Gasser seating, they will buy back the used Gasser seating to be completely refurbished. These renovated models are then offered as “Proven Solutions,” providing other customers the opportunity to buy ‘experienced’ Gasser seating at a lower price.

Today, Gasser Chair remains a family-owned business. The second and third generations of the family, teamed with some of the finest skilled people in all aspects of the business, are guided by the founders’ original philosophies: strong work ethics, sound engineering principles and meticulous attention to detail. Together, this team proudly continues the tradition of finding innovative seating solutions to customers’ requirements and manufacturing the finest quality commercial seating for both hospitality and gaming businesses.

So, as their motto says, go with Gasser … only if you want the finest.

Gasser Chair At a Glance
Year Founded: 1946
Number of employees: 110
Headquarters: Youngstown, Ohio
Executives: Gary Gasser, President and CEO
Mark Gasser, Executive Vice President
Evelyn Mihin, Chief Operating Officer
Website: www.gasserchair.com

Majestic Industries Inc.
Majestic Industries Inc. began as a local supplier of furniture and fixtures in the East Coast, serving casinos and restaurants. Over the past decade, Majestic has become a world-class leader in casino seating, focusing on large volume orders. Customer satisfaction is its most important value, as evidenced by its reputation. Further proof, is in its motto—anyone can make a chair; it’s our service and price that is second to none. “We value the relationship we have with each of our customers we have ever served,” commented Joe Ursini, vice president of Majestic Industries. “For the last 12 years, we have never let one customer down.”

What sets this company apart is that its chairs aren’t from a catalog. Sure, they have one, but a customer isn’t expected to pick and choose just from that list. It becomes a partnership to make them “their” chair. Ursini explained the company’s two-part approach. “First, we work with everyone from designers, casino operations, gaming compliance and executives to gain feedback into the setting and brand they are trying to reach,” he said. “Second, we educate our customers on all facets that should be part of their decision process. This includes trends in casino seating, maintenance, parts replacement, fabric sourcing, risk management and, of course, comfort.”

Then, their chair is custom-designed to fulfill their unique needs in comfort, design and budget.

Ursini shared that the Mohegan Sun in Connecticut is its largest customer. There, Majestic has made and installed more than 6,000 chairs. It has also fully supplied the casino seating at several of the MGM properties on the LasVegas strip, Isle, the Hard Rocks and Hollywood Casino properties.

Majestic’s process is designed to always work with and for you. “We have the capability to work with computerized drawings, and we always send our customers chair samples so that we can have their approval prior to producing an order,” Ursini said.

And you can bet that quality is never out the door with Majestic. All its seat tops are manufactured to the highest standards and can be interchanged with most bases. Seating can be upholstered in vinyl, selected fabric or supplied upholstery. Seat tops have the option of having custom embroidery, button tufting, head to head tacking and channeling.

Additionally, all of its chairs pass ANSI/BIFMA standards, just one more step in ensuring the best. Majestic builds its chairs to last for more than 10 years. And for the budget-conscious customer, there are always options. “We can make a low-budget chair or we can have them select from a broad line of used chairs,” Ursini said.

For Ursini, the top thing he advises operators to remember is that comfortable seats make you money. “The longer the player feels comfortable on the chair, the longer they will play on that machine.”

As far as what he sees in the future, he predicts more player-friendly options and ergonomics, possibly even having seating tied into marketing and advertising.

Majestic Industries At a Glance
Year Founded: 1998
Headquarters/other locations: Passaic, N.J.
Website: www.majesticindustries.com
For sales information: Contact Joe Ursini at joe@majesticindustries.com

Sebel Furniture
Sebel has an interesting history, with roots in Australia stemming from its founder, Harry Sebel, in 1947.

Its story starts in 1951 when the company produced toys and a furniture range based on the “Stak-a-Bye” chair. In the ‘60s, they dropped the toy side of the business to concentrate on the furniture that took the market by storm.

Sebel’s first one-piece injection molded chair was the Integra™. Then, its new strategic business alliances in the ‘80s with companies including UPL Group and GWA International Group helped them launch business on an international level. Today, Sebel has branches in all major Australian capital cities as well as overseas in New Zealand, Singapore, Hong Kong and the U.K. It also exports to over 70 countries worldwide within North America, South Africa, the Middle East, Asia and the Pacific Islands.

The company currently supplies seating and furniture for many markets, including education, auditoriums, stadiums, nursing homes and hospitality.

In the ‘90s, Sebel launched its widely popular Postura chair, which is still seen in many schools, and the Podium™ stadium seats (which were at the 2000 Sydney Olympics and the 2010 FIFA World Cup).

Sebel’s decision to offer a customized gaming stool (the Queen Stool) is relatively new, though it has offered a range of gaming stools to the industry for a while. The Queen Gaming Stool was launched and unveiled at G2E Asia this June.

This stool has a revolutionary easy glide base technology and ultra-modern design. And its light weight reduces the risk of injuries caused by lifting and carrying. The patented handle at the chair’s center of gravity creates a simple ergonomic solution for ease of maneuvering around the gaming floor. Options include a wooden veneer finish with a range of colors, and flame-proof fabric for stools in smoking areas. With lumbar depth and modern design, it’s sure to please players as well.

Casinos want the same thing—a venue that will dazzle gamblers and entice them to stay for longer periods, Greg Welsh, CEO, shared. “Many casinos these days have sections that attract different generations of gamblers. For example, catering to the X and Y generations, casino operators deliberately install high-energy, fast paced, communal and competitive games that subtly integrate into the casino floor plan. Sebel sees the importance to have these pods or zones blend together seamlessly with the larger parts of the casino and to offer a gaming stool design that is versatile enough to share the energy and traffic of all demographics.”

A unique trait, Sebel’s products are all made from raw materials in Australia. Welsh noted: “Sebel has its own manufacturing systems to recycle and create new chairs in its Sydney factory. This manufacturing ability gives Sebel a true advantage in sustainability, by allowing Sebel to recycle your old Sebel chair, on premise, and produce it into a new chair.”

The other key to Sebel’s success is its focus on R&D and testing. It is the only furniture company in Australia with a NATA-certified testing laboratory. “Sebel’s fully accredited testing laboratory conducts exhaustive trials to ensure that every gaming chair meets all international standards for strength and durability,” Welsh said. “Our clients can be sure that all chairs have already been through more rigorous treatment than even the harshest environment can dish out.”

And now, Sebel strives to be one of the only Australian companies that offer a wide range of furniture for all industries.

Crown Casino Melbourne was the first to adopt the new customized gaming stool. Designers there worked with Sebel to create a truly unique gaming stool for patrons in their premium slots area. Another recent project they shared was Star City Hotel & Casino in Sydney.

Welsh explained that Sebel’s past and future success rests upon three core pillars: form, function and quality. “Sebel believes that it is our passion for innovation in these core areas, our high level of quality service and commitment to providing the best fit chairs at the right price that sets the Sebel name apart from all others,” he said.

Sebel At a Glance
Year Founded: 1947
Number of employees: 300-plus
Headquarters: Padstow in Bankstown, NSW, Australia
Executives: Greg Welsh, CEO
Website: www.sebel.com.au
For sales or rental info: www.sebel.com.au

Seating Solutions
Seating Solutions specializes in the sales, rental and installation of custom-designed spectator seating. With offices and warehouses in New York, Dallas and Las Vegas, design teams are readily available to work with you to achieve a seating system specific to your facility or event. These systems are designed to maximize seating capacity and enhance site lines. They’re bound to have the solution for you.

No job is too large or too small. Because of its innovative systems, Seating Solutions was chosen to provide over 10,000 additional temporary seats for Super Bowl XLV as well as other events at Cowboys Stadium including the 2010 NBA All-Star Game. Recent work at Yankees Stadium and at Foxwoods and Caesars Palace has added to the list of installations for Seating Solutions where clients increased seating capacity, created and improved site lines and generated additional revenue.

Seating Solutions gives the opportunity to tie in your sponsor’s events or logos into an eye-catching collectible in limited edition—a great way to add value and personalize a product.

In addition to Seating Solution’s spectator seating systems, their XZipit line of logo-branded furniture offers unique and endless branding and advertising opportunities with its interchangeable, hidden zipper panel system. Choose from recliners, video game rockers, bar stools, office chairs, sofas and more. It’s seating that advertises! The furniture has a hardwood frame and is made with high resiliency molded foam that can withstand years of use.

Casinos can utilize XZipit seating to advertise, brand and promote in their theaters, sports books, lobbies, VIP or guest rooms, or almost anywhere in the casino including their guest’s homes. The interchangeable panels can be gifted to VIPs as a commemorative remembrance of the event or casino. They can be customized or chosen from a licensed library of NFL, MLB, NHL, NBA, colleges, military or other options. XZipit has been used at Caesars, WinStar Casino, Foxwoods, McPhillips Station Casino and more.

Seating Solutions’ products are guaranteed to be high quality and cutting-edge. With the company focusing on safety, comfort, quality, code compliance, seat count maximization and overall appearance, what more can you ask for?

Seating Solutions At a Glance
Year Founded: 1995
Headquarters: Commack, N.Y. and Dallas, Texas
Executive: Greg Welsh, CEO
Website: www.seatingsolutions.com
For sales or rental info: Tony English (631) 845-0449 or tenglish@seatingsolutions.com

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