Laughlin Entertainer: Cover Stories

Stocking stuffers on overdrive. That is The Watch Man Store within the Riverside Resort. And every year, at holiday time, this publication shines a little light on this unique retail outlet-a kind of reminder that casinos have other options than gaming, dining and entertainment. And with The Watch Man Store's over-the-top marketing, the shopping becomes the entertainment.

Amid the tick tock of more than 20,000 watches and clocks, Ray Lindstrom, a.k.a. The Watch Man, took a little...er time out....and sat down to tell the tale of his notoriety.

“I have always been interested in the concept of time,” explained Lindstrom. “It's always fascinated me. Groundhog Day, time travel, eternity-time's influence on the universe, these concepts have always held a certain appeal for me.”

But the lofty contemplation and appeal became a down-to-earth occupation 13 years ago-long after the entrepreneur had discovered his talent for making businesses flourish.

“I had a rock and roll company when I was a senior in high school,” Lindstrom said. “We had five different releases including a couple by Pete Rondstadt whose little sister (Linda) used to hang around and bug us- we'd run her off. I have a history of things like that, where I just missed making it big.”

From an advertising agency in Phoenix where he turned down Lynda Carter, who later played “Wonder Woman,” to the day he had to let Nick Nolte go because he wasn't a good enough actor, Lindstrom scratches his head at the these brushes with national limelight.

While there may be a few instances Lindstrom views with a hint of regret, his debut in the watch business is not one of them.

“I was in the radio business for years and loved doing promotions,” Lindstrom stated. “I knew I wanted a business in the casino because it would supply me with a fresh audience every day. I saw an ad for a watch sale and thought, ‘what better product is there to market?' Watches make great gifts, everybody has them-and not just for telling time but for fashion as well.”

He liked the idea of watches so much he went out and got more than 20,000 of them-along with hundreds of clocks-and opened his store within the Riverside Resort. He then plopped an “each-under-$20” price tag on them and watched as crowds flocked in...and along with them a few national notices.

Lindstrom has graced the cover of the National Enquirer and the Sun; he has been written up in Forbe's Magazine. People magazine sent a crew to his store for a photo shoot; and it has been covered in live stints on the “NBC Today Show” twice, and CBS News with Dan Rather. At one time, Lindstrom was the largest watch supplier on Ebay.

A visit to his store is a visual challenge. You're not sure where your eyes are supposed to focus at any given time. Watches, Christmas decorations, clocks, boxes, bands, hands, signs, color, light....the store is a kaleidoscope of images.

“Holy mackerel we have a lot of stuff,” Lindstrom stated with the trademark enthusiasm he wears on his sleeve. “Everything in the store is self-serve. Pick it up, try it on - we want our customers to have fun. We have military watches, alternative lifestyle watches, watches with the flags of different countries, ‘I love Mike' watches, ‘Rush Limbaugh is a Big Jerk' watches, ‘Proud to be a Greek American', ‘Batty over Bats', ‘Got Duct Tape?', ‘Tsunami Survivor'....we have everything.”

And not only are the themes all inclusive, the styles are unique.

“We've got watches you can eat, watches that can be worn around the neck and watches you can pin on,” Lindstrom continued. “Our biggest selling watch is the ‘jumbo' watch...the one with the big numbers. Another big seller locally is the watch with two time zones on it so you can tell the time in Bullhead City and Laughlin without doing the math.”

In addition to the novelty watches, the store is filled with novelty items...calendars, gizmos and gadgets, jewelry boxes, holiday ornaments, tool sets, toys, model cars, music boxes, flashlights, hitch covers and free stuff-ie., buy a battery for 97 cents and get the item it goes into at no charge.

First time shoppers at the store are taken aback over the number and the oddity of the merchandise found within his store.

“The store actually changes hourly,” Lindstrom said. “We are constantly putting merchandise on the shelves to replace items sold.

“We sell more watches on any given day than any other single outlet anywhere. All the Wal-Mart stores in the nation might sell as many or Tiffany's might sell more in a day in terms of dollars, but as a single outlet, we're number one.”

And happy customers are what the store wants.

“We don't have any of those rude signs that say things like, ‘If you break it, you bought it,'” stated Lindstrom, “We want our customers to enjoy themselves. My employees are some of the most cheerful and pleasant people I've ever worked with and they know how to please the customer.

“We never have a dissatisfied customer...never. With these prices people don't expect to be treated nicely. I get watches sent back to me with a letter that usually goes something like, ‘I know this is a rip off, but I'm sending this back because...' They are pleasantly surprised when we refund, replace or repair their purchase. We won't have one unhappy customer.”

To that end, a service desk in the store offers customers battery replacement while they shop.

“We're open 365 days a year...Thanksgiving, Christmas, New Year's Day...from 10 a.m. to 10 p.m.” Lindstrom continued. “We'll be open for Christmas. We tried closing our first year but customers were upset we weren't open...you'd be surprised at the number of customers we get buying last minute gifts.”

And because his store is located within a casino, Lindstrom is aware of the value of the “giveaway promotion.” The store features watch giveaways every hour, on the hour, every day-and is home to a most enticing promotion in which a customer may buy a genuine Rolex watch for $19.97.

“Occasionally I place a real thousands of dollars Rolex watch out among the other watches and if a customer notices it and brings it to the cashier to buy it, it is still only $19.97,” he explained. “You just never know when that might happen and that is the ‘hook' of the promotion.”

As Lindstrom stated, The Watch Man store is open seven days a week, every day of the year from 10 a.m. to 10 p.m.. It is located on the main casino floor of the Riverside Resort at the bottom of the escalator leading up to Don's Celebrity Theatre.

Lindstrom has other store outlets within the Riverside Resort including: Ring-O-Rama-all rings $9.97 each; Watch Man Deluxe-top brand name watches at bargain prices; Sunglass Store-sunglasses under $10, jewelry and novelty items; The Perfume Shoppe-name brand perfumes at discount prices; and Time 4 Fun-all kinds of clocks, electronic games, sculptures, gifts. Each of these outlets is open daily.

But wait, there's more!

Lindstrom has expanded out onto Casino Drive, showcasing his merchandising acumen in the form of the Discount Gift Center and T-Shirt Mania located at the corner of Casino Drive and Bruce Woodbury Drive (at the corner opposite the entrance to the Edgewater).

While we highlight The Watch Man each holiday season as an option for finding stocking stuffers, there are other retail outlets located within all the properties of Laughlin that serve to illustrate that casinos are more than just gambling, food and entertainment. We recently strolled the casinos, checking out the options.

“I found a great western belt for my niece,” said Nebraska resident Hannah Mikelselson concerning her purchase at the Pioneer Cowboy Store. “We stop in this store every time we're in Laughlin. They have great prices and I always find something I want. Look at all this cute stuff.”

Another customer at the Wow Store within the Ramada Express offered her thoughts.

“I bought this sign for my son because he has 15 horses,” explained Patty Phillips of North Dakota as she displayed a wooden plaque with the phrase, ‘Horses are like potato chips, you can't have just one.' “I also bought my grandson a shirt and my daughter in law a Betty Boop purse. They have such cute things.”

Visitors aren't the only ones taking advantage of the boutiques and gift shops. Local resident Marly Williams said she always takes advantage of the variety of goods available in the casinos.

“You can't shop for everyone you know at Wal-Mart,” she explained. “People always love the gifts I get them-they don't have to know they came from a gift shop. When people think gift shop they think tacky, but I always find cute stuff at the casino stores.”

During our stroll of the casinos we jotted down the various options available. Here they are-or at least, the ones we found.

Edgewater

* Main Gift Shop in the Monterey Tower-offers everything from figurines and jewelry to burber jackets; casino gaming items; also traveler's savior items like shoelaces and toothpaste-open daily, 24 hours.

* Petroglyphs Mining Company on the river level next to the buffet-prices in this Southwest and Native American-themed store range from $5 to $315 so it can be seen that there is more than stocking stuffers here; wall of guns; dream catchers; authentic Indian jewelry; more-open daily, 7 a.m. to 10:30 p.m.

* Logo Gift Shop on the river level next to the buffet- if you have grand kids who love Hello Kitty this is the store for you; Beanie Babies, wind chimes and puppets are also available-open daily, 7:30 a.m. to 10:30 p.m.

* The Boutique on the river level next to the buffet-a variety of Betty Boop selections, jewelry, blown glass sculptures and crystal jewelry; this store really sparkles-open daily, 7:30 a.m. to 10:30 p.m.

Aquarius Casino Resort

* Boutique near main entrance, next to Subway-wide variety of souvenir items, gift items, upscale clothing with selections for the professional man and woman; casino gaming items; sundries for the traveler-open 7 a.m. to 11:30 p.m. Sunday through Friday; and 7 a.m. to 1:30 a.m. Saturday.

Colorado Belle

* Gift Shop on the “D” Deck at the top of the escalator-if you have a cookie jar collector or piggy bank collector on your list, take the ride up the escalator to this shop. You'll find a wide variety of unique cookie jars (including the fat Lady singing and a 50's diner) and some very cute banks that look like classic purses. The shop also carries dolls, crystal jewelry, clothes, ceramics and night lights; casino gaming items-open daily, 6:30 a.m. to 11 p.m.

* Gifts on Tap within the Boiler Room Brew Pub-tobacco and brewery related gifts; cigars ranging from $2.99 to $40 for the Cohiba Churchill Red Dot-open daily, 2:30 to 10 p.m.

Golden Nugget Laughlin

* Gift Emporium just off the atrium entrance next to the Sports Bar @ Tarzan's-T-shirts, designer clothing, casino gaming items (poker chips, et al), traveler's sundries, more-open 6 a.m. to 10 p.m. Sunday through Thursday; 6 a.m. to midnight Friday and Saturday.

River Palms

* Beach Shop Gift Shop restaurant level next to The Lodge-this little shop has many surprises including $500 clocks that are flying off the wall (they look like jigsaw puzzles in action)-one plays Christmas music during the month of December and other tunes for the remaining 11 months; four-piece DVD collection documenting the wonders of the Southwest; other merchandise, sundries and casino gaming items-open daily, 24 hours

Harrah's Laughlin

* Main Gift Shop near hotel registration area-one of the larger shops within the casinos; Royal Dalton figurines are a staple here, ranging in price from $47.99 to $312.99; wind chimes; wide variety of Southwest themed items; sundries, casino gaming items-open 6 a.m. to 10 p.m. Sunday through Thursday; 6 a.m. to midnight Friday and Saturday.

* World Series of Poker Gift Shop adjacent to the Main Gift Shop- a truly unique store of official “World Series of Poker” merchandise; the items in this store will suit the poker fanatic on your list; includes shirts, cigars, books, music, chips, cards and a lot more, most emblazoned with the “World Series of Poker” logo-open 6 a.m. to 10 p.m. Sunday through Thursday; 6 a.m. to midnight Friday and Saturday.

* The Boutique in the non-smoking casino-offers a wide variety of designer women's and men's apparel, including Tommy Bahama shirts for $105; faux fur and real fur jackets are a top selling item in this store-open daily, 8 a.m. to 10 p.m. in December; daily, 9 a.m. to 9 p.m. rest of year.

Ramada Express

*The WOW Store in The Promenade near The Steakhouse-this is one of those explore stores with so many varied items tucked in all its corners you never know what you'll find-but you will know it will cost under $25 for that is the top price in this one-of-a-kind store; African masks, Elvis lawn chairs, horse sculptures, wood carvings, Betty Boop paraphernalia, Fido gear; T-shirts with all kinds of messages, ie., ‘You don't live longer if you quite drinking, smoking and having sex...it just seems like it”;- open 8 a.m. to 10 p.m. Sunday through Thursday; 8 a.m. to 11 p.m. Friday and Saturday.

* The Gift Shop/Smoke Shop near The Caboose Lounge across from elevators-traditional gift shop items such as Laughlin T-shirts, teddy bears and personalized dice are intermixed with a unique selection of dragons and trains; casino gaming items, sundries, all kinds of message cards-open daily, 24 hours.

* The Boutique on The Promenade near the entrance to Tularosa's Cantina and Passaggio Italian Gardens-fine selection of crystal pins and one of the area's largest collections of crystal jewelry; designer outfits; large selection of women's hats-open daily, 8 a.m. to 9 p.m.

Avi Resort Casino

* Gifts and Crafts next to Brendan Theaters-home to a wide selection of handmade Native American arts and crafts; also boasts a large selection of T-shirts and flip-flops; sundries-open 7 a.m. to 10 p.m. Sunday through Thursday; 8 a.m. to 11 p.m. Friday and Saturday.

Riverside Resort

* Casino Fashions in the South Tower-variety of men's and women's apparel-open daily 8 a.m.-10 p.m.

* Main Gift Shop near hotel registration-sundries, T-shirts, souvenirs, Laughlin collectibles, figurines-including Don Laughlin bobble-head dolls, casino gaming items, and more-open 24 hours, seven days a week.

* T-Shirt Shop in the South Tower-T-shirts of all description-open daily 8 a.m.-10 p.m.

* Antique Auto Gift Shop on the third floor-unique collectible automobile and airplane memorabilia-open daily 8 a.m.-10 p.m.

* Antique Smoke Shop on the main casino between the North and South Tower-offers some of the most unique gift items available in the form of a wide selection of collectible antique slot machines (they will know if your state allows the purchase of slots); also tobacco products-open 7 a.m.-midnight, Monday, Tuesday, Thursday; 7 a.m.-10 p.m., Sun.

* The Watch Man Store; Ring-O-Rama; Sunglass Store; The Perfume Shoppe; Time 4 Fun; Watch Man Deluxe-see page 8 for more on these.

Pioneer

* The Cowboy Store near the main entrance-home to western wear and cowboy-themed gifts; including painted ponies, Kick Ass Chili and Bronco Sue Custom Hats at 40 percent off; Panhandle Slim shirts; handcrafted items including a line of goat's milk soap and facial products-open daily, 10 a.m. to 10 p.m.

* Booze and Butts this one can be a bit tough to find; just turn left after coming through the front doors and follow through the casino section north of the hotel registration area-not a big gift outlet, but good if you're looking for a few unique stocking stuffers; casino gaming items; shot glasses of all description-daily, 6 a.m. to midnight.