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Some don't list their prices. Most don't take credit cards. But that will change now that the operators of Coney Island's new Luna Park will soon manage all of concessions along the boardwalk. All their leases are up on October 31st.

Luna Park's president, Valerio Ferrari, told NY1 what the stands need to do is pretty simple if they want to stay.

"We're going to see what we've got. If they're going to show us something good, they're going to stay,” said Ferrari. “But if they don't even want to talk to us and show what they can do for Coney Island, then we need to be looking for somebody else who really wants to be here."

One of the problems Ferrari sees is the repetition among the concession stands.

"The food you can buy here on the boardwalk is exactly the same, stand after stand,” he said. “So we would need to have some diversity, as well."

Boardwalk tenants received a letter on July 27th, asking them to submit business plans for next season. They had until August 31st to respond, but on Thursday that deadline was pushed back to September 13th. The letter offers guidelines for upgrades, including signage, building improvements and product offerings.

Many owners are working with the Brooklyn Chamber of Commerce to put together their proposals.

"We can feel the pressure, but we're confident," said concession stand owner Albert Nocella.

Nocella's family owns Paul's Daughter, which has been at the same boardwalk site for 41 years. They want to stay and plan to do a complete facelift should their lease be renewed.

"There are changes we would like to enact ourselves that we've never been able to do because we never had a lease that extended beyond one year for the last 10 years,” Nocella said. “So it's very difficult to invest money in the business you don't know will survive another year."

Ferrari says he'll offer long-term leases for tenants that meet the demands. Some have accused him of undermining existing businesses and trying to change Coney Island. But he promises to keep its edge.

"We will not be a street mall. We will be Coney Island,” Ferrari said.

Tenants will be notified about their leases for next season by the end of October. And he says businesses that are onboard will enjoy an extended season that will run through Halloween.