FEATURE
Hotels such as The Savoy (RIGHT) and the Sanderson (BELOW) use music to enhance guest perceptions and strengthen their brand
quality. By partnering with the right music
and artists it can increase people’s perception of quality and create the right associations around the brand. High quality music carefully chosen to be relevant to an audience will positively affect their perception of you.
For instance, in London the iconic
American Bar at The Savoy uses live and background music to underline the glamour it derives from its Art Deco meets Cole Porter heritage. Whilst The Connaught’s award-winning David Collins-designed bar juxtapositions itself as an extraordinary place for cocktails with a cutting-edge soundtrack tailor-made for those ‘in-the- know’. Morgan Hotel Group’s Sanderson meanwhile has used live music from break- through artists to speak relevance and credibility to a younger audience who would not normally frequent designer hotels with its ‘Sanderson Predicts’ series of showcases.
In all these cases music is used to convey personality and complex social meaning, whilst denoting relevance and quality.
ONCE THEY ARE THERE, YOU NEED TO KEEP THEM THERE
Yet music and sound don’t just have a cultural, social and emotional resonance with us. It also has a physical impact. Numerous studies have shown that music changes people’s mood as well as their behavior. Playing uptempo music energises people, whilst relaxing music slows people down. So if your F&B manager is playing fast music in your fine-dining outlet, you need to be aware that it probably is not encouraging guests to dwell and have a digestif. That’s not to say a restaurant’s aural identity doesn’t demand a buzz and a bit of theatre and this can also be conveyed through a well-conceived music concept. Likewise bars often need a real sense of occasion, so
140 NOVEMBER / DECEMBER 2012
WWW.SLEEPERMAGAZINE.COM
that they draw people in through a tangible feel of being the most happening place in town. Music with life, passion and kudos is far more essential to achieving this than any guest list with VIP names on it. As we have seen, the returns of investing in good quality sound and music are manifold. It complements the brand identity, and can position you away from competitors, whilst encouraging guests to stay and make use of the restaurants and bars. In the next issue we will look at how to implement an effective music strategy and what is technically and operationally required to control the atmosphere in a hotel. This needs to be done properly because it is a great way to add the all-important wow- factor that makes sure your property stays with guests as much as they stay with you.
Rob Wood is Creative Director of the award- winning music consultancy agency Music Concierge
www.musicconcierge.co.uk
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