Izzy's Funhouse

When the Circus came to Town.

We have heard stories about the wild and playful places where some people work - the Google and Pixar palaces with loads of kids toys for grownups. They sport foosball tables and basketball hoops to fool with while they wax creative. Forced fun for a captive audience, these corporate idea mills cannot hold a candle to Izzy's Funhouse.

He's a pinball wizard, that has to be a twist...

 Izzy is an artist and commercial photographer who collects iconic trappings of 20th century American life - such as Halloween masks, paint-by-number kits and pinball machines. It turns out that a photo studio and amusement arcade can coexist quite nicely. Mechanical Pinball and arcade machines reached a zenith of popularity in the 1960's, sucking kid's quarters like slot machines. These were sturdy workhorses, designed for punishing use. Many machines are still in existence, though they now could use some TLC, if not outright rebuilding. Izzy is a handy guy, and so a corner of the photo studio has become a dedicated renovation shop for vintage arcade games.

Pre-circuit board technology

The inside of a vintage pinball machine is a collection of coils, switches, solenoids, lights and levers. This is old-school analog technology at its best. Needlenose pliers, dust brush, tweezers and a soldering iron are the preferred tools here.

The studio is in a nondescript one-story business park, about as anonymous as can be. Izzy says he misses his old Midtown Sacramento studio with its friendly neighbors, restaurants and services in easy walking distance. But more space, better layout and lower rent just make good business sense. Between photo assignments he tinkers with an old wood-rail machine, preparing for the Pacific Pinball Expo in September. It is an enviable creative environment in which to work, with stress relief always right at hand. Eat your heart out, Pixar.

Izzy Schwartz is an artist, commercial photographer and arcade aficionado residing in Sacramento. His work can be found HERE