The History of the British Coin Machine Industry coin machine distributors through the trade paper to see ... as the most important coin machine trade ... to the British Coin Machine

The History of the British Coin Machine Industry By Freddy Bailey Part One.

The first British Coin Machine Industry Trade Shows. In 1934 several coin machine distributors displayed their machines at The

Brewer’s Exhibition in London, The Shefras Novelty Company of 54-55 Fetter

Lane, E.C. 4. was one of the first to exhibit at this show.

Solly Shefras was so impressed with the volume of orders his company generated

by this exhibition that he saw a need to have an all coin operated machine trade

show, he encouraged the Editor of “The World’s Fair” trade paper to question the

various coin machine distributors through the trade paper to see if in fact there

would be any interest in such an event.

In February 1935 the first British Coin Machine Show was born, it was organized

by B.A.M.O.S the British Trade Association at the time, Phillip Shefras was then

President of the association and Edward Grieves of “The World’s Fair” organized

the event, at that show there was a total of 28 exhibitors.

It was held at the Royal Hotel and a luncheon was organized by the association,

by 1937 the show had grown and was moved to the Royal Horticultural Hall, in

1939 just prior to England entering World War II, the show was poorly

supported and the new Amusement Caterers Association who had put on the 1939

show, did not put on another exhibition until after World War II, at that time the

association had also held what was to become their annual Banquet at the

Grosvenor House Hotel,

Since 1947 the show then known as the Amusement Trades Exhibition as been

held in several venues, it is still recognized World Wide as the most important

coin machine trade show in the World, (The only other show that exhibits coin

operated machines that is more attended is I.A.P.P.A )

Freddy Bailey

Excerpt from a 1934 copy of Automatic Age

Solly Shefras of Shefras Automatics Ltd, at the Brewery Exhibition in the early 1930’s.

The name of Shefras to the British Coin Machine Industry is like Nintendo is to Video

Games.

Solly Shefras was a real pioneer, he was one of the first people in the British coin machine

industry to visit the United States trade shows as early as 1929, this experience must have

showed him the true value of a trade show for coin operated machines, there was a

member of the Shefras family involved in the industry from the founding days of

B.A.M.O.S to the present day association known as B.A.C.T.A

After Solly who was a founder member of B.A.M.O.S passed away, his son’s Maurice and

Phillip were very active at the committee levels of the Amusement Trades Association, the

Amusement Caterers Association and B.A.C.T.A as well as Euro mat the European trade

association, Maurice’s son Michael was the last of the Shefras’s to hold the office of

President at B.A.C.T.A

The British Coin Machine Show in 1935 was the most important trade show

in the World, not because of its size, but because of the Geographic’s, it was

relatively easy for the European visitors to get to, whereas the Chicago Trade

Show although much larger, it was impossible for International visitors to go to,

as there was virtually no air travel and travel by ship took more than two weeks,

this was also why after the first British Coin Machine Show, saw the absence of

many of the American at future shows, but they were all represented by their

appointed British distributors.

Above, Bryan’s Automatic Works at the 1936 British Coin Machine Exhibition.

Below, Bryan’s Automatic Works at the 1962 Amusement Trades Exhibition

Ralph Horwitz “Chicago Automatic Supply Company” at the A.T.E 1950’s

“Special Award” to Ralph Horwitz of Chicago Automatics Supply Co, 1988

Traveling Showman Arthur Webber, with Solly and Brian Parker of Parker

Automatic Supplies, at the A.T.E at the Horticultural Hall in London 1956-7

Golding Automatics at the 1962 A.T.E. Roy Ruffler, Fred Walker, Gordon Walker, Len Cullum 1962.

Derek and Mark Kraft at the A.T.E 1962 Cyril Shack and Bernard Briggs at the A.T.E 1962

Sam Kline (Bally) Cyril Shack (Phonographic) with Billy O’Donnell( Bally) Gordon Marks &

Michael Green of Phonographic A.T.E 1964

The busy stand of The Phonographic Equipment Co, at A.T.E 1962

Hal Eldridge of Ainsworth at the A.T.E in 1964 John Singleton with German visitors to A.T.E 1964

John Enticknap with Traveling lady, Mrs. Parrish. Phillip Shefras with B.A.C directors A.T.E 1964

John Singleton Secretary to the board of A.T.E in the 1960’s

A view of the show floor at the 20th, Amusement Trades Exhibition in 1962

Above, the 20th, A.T.E in 1962, Below visitors from the United States and Europe

Above, the A.T.E in its hey dayin the 1960’s. Below Visitors from to the A.T.E from Europe and U.S.A

Coin Machine Guru, Martin Bromley at the A.T.E in London 1962

Maury Sykes of Mar-Matic at A.T.E 1964 Dave Laren with AMI Continental, A.T.E 1962

Roy Deeming, Pat Marsh, Tony Marsh at A.T.E 1984 Alfie Katz with Guests A.T.E 1984

Above, eldest son Simon Deith, Bob Deith, Matthew Deith and Leon Deith.

No British trade show would have been complete witout the presence of the late Bob Deith, for

more than 40 years Bob Deith was seen at virtually every trade show around the World.

All of Bob’s three son’s have followed in their late fathers footsteps and have served in the coin

machine industry.

I end this chapter of the History of the British Coin Machine Industry, with

a sad and heavy heart and pay tribute to an old and dear friend who

passed away just a few months ago on March 6th, 2015.......the one and the

only Bob Deith.

Rest in peace my old friend.

Freddy Bailey