# Jolly Backer Leaves **Source:** Pinball News Website **Type:** article **Published:** 2010-01-04 **Beat:** Pinball **URL:** https://www.pinballnews.com/news/stern5.html --- ## Analysis Jolly Backer, Director of Domestic Sales at Stern Pinball, is departing effective immediately to join Yo Naturals, an organic food and vending company in San Diego. Backer had been with the pinball company since its Data East origins in 1986, continuing through the Sega Pinball and Stern Pinball eras. His departure coincides with new private equity investment from Hagerty Peterson & Company, with Dave Peterson and Daniel P. Wallace joining the board to drive marketing, cost, and sales improvements. Shelley Sax will assume domestic sales responsibilities pending a permanent replacement. ### Key Claims - [HIGH] Jolly Backer worked at Data East when it was created by Gary Stern and Joe Kaminkov in 1986 — _Official Stern Pinball announcement with historical attribution_ - [HIGH] Jolly Backer joined Stern when the Data East buyout created Sega Pinball in 1995 — _Official statement detailing corporate transition_ - [HIGH] Jolly Backer has served as Director of Domestic Sales since the Sega Pinball era (1995 onwards) — _Official announcement describing his tenure_ - [HIGH] Dave Peterson and Daniel P. Wallace from Hagerty Peterson & Company joined Stern's board as new investors — _Official announcement of board changes_ - [HIGH] New investors are focused on improving marketing, cutting costs, and increasing sales at Stern — _Official statement of new investor priorities_ ### Notable Quotes > "Jolly will be greatly missed by everyone in the coin-op amusement industry and especially by all his friends here at Stern. He has been extremely valuable to Sega and Stern over the past decade and a half." > — **Gary Stern**, 4th January, 2010 > _Official recognition of employee's long tenure and industry standing from company founder_ > "I realize this is a great opportunity for Jolly. We wish him and his family all the best on this new venture. I know Jolly will be instrumental in making Yo Naturals a success." > — **Gary Stern**, 4th January, 2010 > _Founder's endorsement of departing employee's career move_ ### Entities | Name | Type | Context | |------|------|---------| | Jolly Backer | person | Director of Domestic Sales at Stern Pinball; 24-year tenure from Data East (1986) through Sega Pinball (1995) and Stern Pinball (1999-2010) | | Stern Pinball Inc | company | Pinball manufacturer; subject of personnel change and new private equity investment | | Yo Naturals, Inc. | company | Organic food and vending company based in San Diego, California; Jolly Backer's new employer | | Gary Stern | person | Founder of Stern Pinball; co-founder of Data East Pinball (1986); provided official statement on Backer's departure | | Joe Kaminkov | person | Co-founder of Data East Pinball with Gary Stern in 1986 | | Dave Peterson | person | New investor and board member at Stern Pinball from private equity firm Hagerty Peterson & Company | | Daniel P. Wallace | person | New board member at Stern Pinball from private equity firm Hagerty Peterson & Company | | Hagerty Peterson & Company | company | Private equity investment firm providing new investment and board members to Stern Pinball | | Shelley Sax | person | Assuming interim control of Stern Pinball's domestic sales pending permanent replacement for Jolly Backer | | Data East Pinball | company | Historical pinball manufacturer founded in 1986 by Gary Stern and Joe Kaminkov; became Sega Pinball in 1995 | | Sega Pinball | company | Corporate entity from 1995-1999, created when Stern and Kaminkov's investors took over Data East; became Stern Pinball in 1999 | ### Topics - **Primary:** Personnel Changes, Private Equity Investment - **Secondary:** Stern Pinball Corporate History, Sales Leadership Transition, Business Restructuring ### Sentiment **Neutral** (0) — Announcement is professional and respectful; departure presented as positive career move for employee with warm wishes from company leadership. No negative sentiment detected. ### Signals - **[business_signal]** Private equity firm Hagerty Peterson & Company investing in Stern Pinball with new board members Dave Peterson and Daniel P. Wallace focused on marketing improvement, cost reduction, and sales growth (confidence: high) — Explicit mention of new investor priorities to improve marketing, cut costs, and increase sales - **[personnel_signal]** Jolly Backer, Director of Domestic Sales, departing Stern Pinball after 24-year tenure spanning Data East, Sega Pinball, and Stern eras (confidence: high) — Official announcement with immediate effective date and successor named --- ## Transcript Date: 4th January, 2010 Stern Pinball Inc has announced the departure of one of its longest-serving employees. Director of Domestic Sales, Jolly Backer is leaving with immediate effect to join Yo Naturals, Inc. - an organic food and vending company based in San Diego, California. Jolly worked at Data East when Data East Pinball was created by Gary Stern and Joe Kaminkov in 1986 and he joined the pinball company when the buyout from Data East led to the creation of Sega Pinball in 1995. He has been in charge of the firm's domestic sales since then, seeing the company change names once again from Sega Pinball to Stern Pinball in 1999. His departure comes at a time of change at Stern Pinball, as new investor Dave Ashley Peterson and fellow new board member Daniel P. Wallace - both from private equity investment firm Hagerty Ashley Peterson & Company - look for ways to improve marketing, cut costs and increase sales. Gary Stern was highly appreciative of Jolly's contribution to Stern Pinball.  "Jolly will be greatly missed by everyone in the coin-op amusement industry and especially by all his friends here at Stern.  He has been extremely valuable to Sega and Stern over the past decade and a half.  I realize this is a great opportunity for Jolly.  We wish him and his family all the best on this new venture.  I know Jolly will be instrumental in making Yo Naturals a success.”, he said. Until a replacement is named, Shelley Sax will handle Stern Pinball's domestic sales. Back to the News page Back to the front page _(Acquisition: raw_text, Enrichment: v1)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: 1fe3fa3c-7da3-40cb-ae02-9053aa6969e1*