By Joanne Braun
Staff writer
A
merican history is full of stories about inventors or explorers who went ahead with their ideas despite ridicule and doubters.
Although Ron Szuchy of Aliquippa does not put himself in the same league as some of the great men of history, he too has been told he is crazy, and like those men has continued to believe in and pursue his dream.
For him, it all began in Italy on a warm romantic evening with his soon-to-be wife, Alessandra. After having a glass of wine in a little outdoor cafe, the couple capped off the evening by taking a stroll.
What Szuchy saw that night stopped him dead in his tracks. It would determine his future; could very well save what some consider a dying industry; and will offer a much-needed entertainment convenience for busy Americans.
"What the heck is that?" he asked Alessandra.
When she told him it was an automated video machine, which had been available all over Europe for 10 years, the proverbial light bulb went on over Szuchy's head.
Little did Alessandra know that those wheels turning in her boyfriend's head would result in maxed-out credit cards and a move to America.
"I couldn't believe no one had them here, and no one had ever even heard of them," Szuchy says.
When he began to pursue the idea of bringing the machines to America, he was told he was nuts.
In spite of other video store owners opinions of his idea, Szuchy went ahead and put in a similar machine, called the Buster 24, at his own video store, Video Highlights, at 1200 Brodhead Rd, Aliquippa, which also houses his other business, Video Access Computers.
Consumers can stop by the machine 24 hours a day, pop in their video card and rent a movie.
The customer puts a certain amount of money on the card (taken care of inside the store or at the machine). The card and machine keep track of the balance as each video is rented.
After making a selection, the renter then moves over to another part of the machine, puts in the card again, and the video pops out. One person can return a movie while another browses through the movie listings on the other side.
If, after renting a movie, a consumer realizes he already has seen it, he can bring back within 20 minutes to return it with no charge.
Now he is working on a new machine that will make video rental even more convenient for customers.
The new machine will use a credit card instead of a video card. It will be quieter; will hold more DVD's, VHS videos and games; and will use more reliable industrialized computer parts that are easier to repair if needed.
"We know this will work," Szuchy says. "It will cut overhead and give the little video shops an oppportunity to compete with major chain stores."
He also explains that kids can get their own pin number and have access only to movies rated G and PG, or R with the parents' approval.
Because of the flexible software, the machine can be custom designed for use in a particular environment--high rise apartment complexes, colleges or industrial parks for example.
Szuchy is hoping to put in three new systems in the area to start--in Center, Aliquippa and Hopewell, while still keeping his Video HIghlights store. And, Szuchy says he has been contacted by other businesses from all over the country.
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RON SZUCHY of Aliquippa explains how the Buster 24
automatic video rental system operates
"The flood gates are starting to open," he says. If all goes well, the new machine will be displayed at the East Coast Video Conference to be held in October in Atlantic City.
To get to this point however, has not been easy for Szuchy. In 1994, after returning to Aliquippa from Italy, he wanted to open his own video store, featuring the Buster 24 outside, and also sell the system.
However, there were more than a few obstacles that threatened to squelch or at least delay his plans.
He was working between 50 to 60 hours a week, which left him no time to pursue his dream. When Szuchy lost his job, he knew the time was right.
He opened his store even though he realized that many video stores in the area rapidly were going out of business.
After a little research, Szuchy found out that overhead costs were the main problem for those stores, along with owners refusing to adjust to changes like DVD's and being unable to compete with larger chains.
Szuchy, having no experience in the video business and unable to get a loan because he had lost his job, still opened his store using a credit card and learning as he went.
There was only one customer the first day, and that man was looking for a car part, thinking the store was still World Wide Auto Parts.
Szuchy stuck it out, though, and business picked up with people continuing to use the Buster 24.
However, Szuchy says he only sold one system to another video store in Florida, because the Italian manufacturer, which gave Szuchy exclusive rights to market the machine in the US, would not give his company any support.
Still Szuchy could not be stopped. He got together with another Italian company, Video Store, that is willing to make more of an investment in the American market and that has helped him redesign the machine.
But, when Guiseppe Mognon, Video Store owner and father of the concept, passed away, everyone thought the idea would die with him.
Missing his friend, with whom he had worked for eight months, but still holding onto both their dreams, Szuchy began working with Mognon's family, and the project continued.
Showing plans of a warehouse to be placed in the back of Video Highlights and office space to be developed on the side, he says he hopes that the deal with Video Store will result in eventually manufacturing and assembling the machines in Aliquippa and in hiring local employees.
As he continues to chop down every weed in his path, Szuchy gives credit to his wife for her never ending support and for being a translator and liason with Italian company officials. |
