east valley
Volume 4 Issue 22 Mesa, AZ
December 12, 2021
His arcade business evolved from YouTube tutorials BY GABRIELLA BURTON Tribune Contributor
F
IN THE BIZ
ormer YouTuber Will Leinart, owner of the arcade company Joystick, now counts Chandler Fashion Center among his multiple locations of self-monitored machines throughout Arizona. Leinart began YouTubing in 2011 with an unusual angle: throughout the years, he provided tutorials on claw machines that showed people how to get prizes. Forming an LLC called Claw Master, the Tempe resident racked up a million subscribers in the process. “It really helped grow my character, my YouTube helped me fund my career,” Leinart said. His first company was called Zap, which he bought in 2014. For a few years he kept the name until he realized that the brand had developed a bad reputation and feared it might follow his career. Enter Joystick. “When I rebranded in 2018, I started over and then my YouTube started doing better,” Leinart explained. “Then everything worked off each other.” Now, with 10 years in the arcade industry, Leinart feels that he has gained a lot of experience. And because he is not a large arcade company, he doesn’t have much competition because most other arcade businesses are either far smaller or much bigger than Joystick. That advantage made it easier for him to navigate through the challenges of the pandemic, Leinart said. Public Notices ............... page 3 © Copyright, 2021 East Valley Tribune
Joystick’s only obstacle throughout the pandemic occurred when malls were closed and therefore could not access his arcades. And when malls reopened, he said, he recovered more quickly than other family entertainment centers. But that doesn’t mean Leinart has avoided all the economic woes associated with the pandemic. Like many other businesses large and small, he has had trouble finding Entrepreneur Will Leinart made a reputation with YouTube tuworkers. He was elated torials showing how people can get prizes on claw machines in when he recently found arcades. (Special to the Tribune) Zachary Mott to take on the arcades, and said profit is not as important role of fixing machines and checking secu- to him as creating more joy for customers. rity cameras. It seems to work for fans. “Working for Will is a great experience,” “Some of the games I have played in the Mott said. “I’ve known him for a while be- arcade are ones I have never seen before. cause we met through an arcade enthusi- They have the best arcade games,” said asts’ group but working for him is usually Mark Stempel, a Joystick patron at the a lot more fun than it is stressful. I also ap- Chandler mall. preciate the flexibility of the job because As arcade games begin to move with there doesn’t need to be a person manning technology and innovate, Leinart said he every store. We just watch the cameras.” might consider getting into the virtual reLeinart said he just always had a pas- ality industry or expanding into another sion for arcades. state. Until then he plans on continuing to “It’s kind of funny because I did like it. I do what he loves, opening more arcades. didn’t know I was going to own one, but I “I didn’t know I’d be making money beknew I enjoyed it. I posted my first video a cause it started from my hobby. I think decade ago which was like, literally almost that’s how everything should start. Like, half my life ago,” Leinart said. don’t think about the money so it will He said he wants to continue creating come later,” Leinart said. new experiences for families that enjoy his Information: joystickarcades.com (USPS 004-616) is published weekly
Mailing Address: 1620 W. Fountainhead Pkwy., Suite 219, Tempe, AZ 85282
(480) 898-6500 Steven Strickbine, publisher Paul Maryniak, executive editor
Subscriptions are $26 for 2 years, $14 for one year. Periodicals postage paid at Phoenix, AZ 85026.
POSTMASTER: Send address changes to: East Valley Tribune, 1620 W. Fountainhead Pkwy., Suite 291, Tempe, AZ 85282
Joanna Couch last month donated the equivalent of 70,000 bars of her soap to the Phoenix Rescue Mission. (Special to the Tirbune)
Mesa woman makes soap a business and passion BY RYLEE MCDANIEL Tribune Contributor
M
ost people look at soap as an everyday essential used without a second thought, but to Joanna Couch, it means more than smelling good and being clean. In 2012, following the closing of a decorative finishing business she had with her mother, the Mesa woman began making products with the leftover goat’s milk from her family farm. Soap became the main product and eventually, her passion. After entering the Arizona State Fair with no great expectations, Couch walked away with multiple blue ribbons for her soap and the confidence to keep going. “People don’t realize when they go and look at all that stuff at the state fair, there’s
a person with a passion behind that product,” said Couch. Continuing with her passion, Couch took part in the 2012 Gilbert Art Walk, selling out of her inventory of 2,000 soap bars by her second showing. “I thought that would last me forever,” said Couch. With the support from her community and family, Couch expanded her business into The Soap Gal, which now manufactures a minimum 800,000 bars of soap monthly and are sold wholesale only to retailers nationwide. The Soap Gal specializes in cold-processed soap. Oils such as coconut, shea butter olive, and castor are combined with a sodium hydroxide lye solution and safe additives such as pure essential oils and colorants. She studied and refined product for-
EAST VALLEY BUSINESS
2
mulas for some of the biggest names in the soap business and is committed to using only food-grade oils, pure essential oils and phosphate-free fragrances. “Once people become customers of The Soap Gal, they become family,” a spokeswoman for The Soap Gal said. The leftover scraps – which Couch calls “bubble bits” – are donated to those in need. Last month, The Soap Gal donated 4,500 pounds of bubble bits, roughly the equivalent of 70,000 bars, to the Phoenix Rescue Mission to help people experiencing homelessness. “The Soap Gal creates quality skin products utilizing food grade oils and all natural ingredients, so these individuals will be provided with high-quality soap,” her spokeswoman added.
DECEMBER 12, 2021
see SOAP page 3
The Soap Gal factory occupies a huge 33,000-square-foot factory in Mesa that employs 90 people. (Special to the Tirbune)
SOAP from page 2
Couch sees her company – and her passion – as more than just a way to earn a living. For one thing, she boasts on her website, “We support over 90 local families in our 33,000-square-foot facility in Mesa Arizona. We are proud to manufacturer our products here in the USA and support our local community…Quality is our philosophy. Natural products and world-class service is how we set the industry standard.” But Couch also sees a broader mission in her work. “When it all comes down to it, the reason I make soap is because there’s still 29 percent of this world that doesn’t have ac-
Public Notice Advertisement of Sale NOTICE IS HEREBY GIVEN that the under-signed intends to sell the personal property described below to enforce a lien imposed on said property pursuant to the Arizona Self-Service Storage Act, Arizona Statutes 33-1704, Section H, Enforcement of Lien. The Undersigned will sell at public sale by competitive bidding on or after December 17, 2021 at 9:00am using an online auction at www.storagetreasures.com, said property has been stored and located at US60 Self Storage, 1661 S Alma School Rd, Ste 105, Mesa, AZ 85210. Property to be sold as follows: Misc. household goods, personal items, furniture, clothing, toys and/
cess to soap and water,” said Couch. Although her products are sold only wholesale to retail businesses, they will be available to the public soon. Couch looks forward to furthering her soap business by opening two new storefronts in the near future. Bubble Factory will be a storefront open to the public where consumers can create their own candles, experience the process of soap-making as well as buy The Soap Gal products. Located at Mill Avenue in Tempe, her Rosebud’s Candle Bar and Bath Boutique will focus on self-love and self-care. Envisioning a feminine and girly atmosphere inspired by the women in her family, Rosebud’s is more of a passion project,
or business fixtures and items belonging to the following: Tenant Name Unit # Prince Willis 228 Laura Cooper 517 Tyler Crocker 334 Jeff Lewis 2303 Sale subject to cancellation in the event of settlement between owner and obligated party. Items sold “as is”, CASH ONLY, and Buyer must pay a security deposit and broom sweep/clean the unit. Go to www.storagetreasures. com to bid on unit(s). Published: East Valley Tribune Dec 5, 12, 2021 / 42827
CASINO CHIPS AT HARRAH’S AKCHIN BEFORE THEY EXPIRE! If you have Table Games Casino chips received be-fore July 7, 2021, please redeem them at the Harrah’s Ak-Chin Casino cashier cage no later than March 31, 2022 for a full refund. Disclaimer: Any discontinued Table Games chips not returned by March 31, 2022 will be void and hold no cash value. Redemption must take place at the Harrah’s Ak-Chin Casino cashier cage in per-son. Harrah’s Ak-Chin Casino is not responsible for any unreturned Table Games chips.
Public Notice
with now deceased Mr. Richard Hupfer in Mesa, AZ to house archaeological material uncovered in the Riverview complex. The agreement was made in 2004 or 2005. It is the intent of AzMNH to claim title to these artifacts if no valid claims are made by Feb. 15, 2021. To make a claim or for further information, please contact Dr. Emily Early at emily.early@mesaaz. gov or (480)644-5907. Published: East Valley Tribune, Dec 12, 19, 2021 / 43287
Public Notice
OUT WITH THE OLD, CHIP RETURN RETURN YOUR TABLE GAMES
EAST VALLEY BUSINESS
said Couch. “I think it’s important for us girls to show ourselves love,” said Couch. Driven by the support of her family and community, Couch’s ultimate goal through her business is to make sure her community is taken care of. “Soap is my calling, but my community is my number one passion.” And she isn’t leaving new entrepreneurs behind either: To this day, Couch still attends the art walk to support other new artisans. “That was the encouragement I got from the community to get me to where I am today,” Couch said. Information: thesoapgal.com or facebook.com/thesoapgal
It is understood that the Arizona Museum of Natural History (AzMNH) made an agreement
3
DECEMBER 12, 2021
the tickler
east valley 1620 W. Fountainhead Pkwy., Suite 219, Tempe, AZ 85282
PERIODICALS U. S. POSTAGE PA I D GOODYEAR, AZ 85338