[Editor's Note: This month we profile the new association topper. Next month, we'll return to our usual Q&A format.]
Russ Mawdsley Jr. of Russell Hall in Holyoke, Ma., describes himself as a prototypical street operator whose company services a combination of working class and college student locations in western Massachusetts.
Russell Hall serves locations in the Connecticut River Valley, covering a 50-mile radius around their base location. Over the last 60 years, the region has seen its industrial base falter as manufacturing companies have steadily closed their doors. At the other end of the location spectrum, there are an inordinate number of colleges and universities.
In addition to mom-and-pop bars, taverns and clubs, as well as college locations, Russell Hall also services a smattering of hotels and restaurants, ice rinks and bowling alleys plus some seasonal stops. They operate music and games, as well as some pay phones and ATMS.
"We are a good snapshot of a street route," said Mawdsley, who joined his dad in the family business after graduating college in 1973. He worked there for more than a dozen years, during which time he also earned a law degree by taking classes at night.
Mawdsley left the route operation in the mid-1980s and practiced law for a decade but was ultimately lured back to the family business when his father, who served as AMOA president in 1974, began to contemplate retirement.
"The business was doing well," Mawdsley recalled. "The smoking bans hadn't kicked in yet, and we still had a large cigarette route. Plus, I enjoyed the business before and looked forward to getting back."
Upon returning to the industry, Mawdsley got involved in AMOA, working his way up the leadership ladder. Along the way, he has been able to utilize his unique set of skills as a businessman and attorney.
"I got involved, because of my background as an attorney, in consideration of the bylaws and anything that required some legal analysis," he noted. "I was happy to bring some skills to the board that hopefully were valuable."
Mawdsley quickly learned that working with the AMOA leadership was contagious in a positive way. "I was surprised at the closeness of the board," he said. "It really becomes a second family. It's amazing the friendships that are formed and remain."
As he heads into the presidency of the association this month, Mawdsley said his top concerns are bolstering member benefits to boost the ranks and improving industry communications at all levels of the business.
"Communication and cooperation among the various segments of our industry still need improving," he said. "There is a bit of a gap. As our business consolidates, we need to work harder to find the right path for all of us. The most important thing is to keep the lines of communication open with conference calls, individual discussions and just picking up the phone and talking to people. We need to be honest with each other."
When it comes to member benefits, Mawdsley stressed the need to retain existing members and entice new ones. "There are still a lot of operators out there who are not members, and we would like to find more reasons for them to join," he said. "The more members you have, the stronger you are when a crisis or something important arises. As the changeover from CD to digital downloading has occurred, one of our major benefits now has less of an impact for operators. That's why they need to generate additional benefits."
Asked about the possibility of a tradeshow merger with AAMA's Amusement Showcase International, Mawdsley said simply that the association would continue to explore the issue with its sister association.
Looking at the overall state of the industry and the U.S. economy in general, Mawdsley conceded that the pace and direction of change is concerning but added that the industry's talent pool is well positioned to deal with the transformation ahead.
"There are issues outside of our control that are changing the landscape of the companies with which we do business," he elaborated. "We have to be vigilant in looking for opportunities. Fortunately, our industry is home to a lot of educated and talented people, who will be able to see those opportunities and take advantage. On the whole, the people who are creative and have great survival instincts will continue on and take advantage of new opportunities."
Mawdsley said his legacy as the second son to follow his father to the AMOA's top spot is indicative of this entrepreneurial industry.
"It shows we have an industry, despite all the changes, that is really family-based," he said. "My father has always been proud of AMOA and felt very strongly that it represented the average street operator. He stressed that it is important to work with and through the association and to give your time back to the association. He has remained involved in AMOA for many years after leaving office."
Mawdsley concluded by putting the onus for good communication back on himself. "I want to tell operators that it's important to be part of AMOA," he concluded. "We are there for your benefit when you have issues or are seeking benefits. Get in touch with us, either me personally or the AMOA office. AMOA is here as a resource for operators."
AMOA can be reached at 800/YES-AMOA or on the web at www.amoa.com.
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