Hotel & Motel Management - May 5, 2008 - (Page 24)

24 Design MUSIC H&MM May 5, 2008 | HotelMotel.com BY HEATHER GUNTER, ASSOCIATE EDITOR Tune into music programs Whether franchised or independent, branding encompasses many aspects of hotels—including the music playing in the lobby or spa. Muzak calls the process of creating a music program “audio imaging.” “The purpose of audio imaging is to deﬁne what the client’s needs are and dig deeper into that to ﬁnd what the experience they’re trying to provide their clients is,” said Dave Keller, senior audio architect for Muzak. This conversation includes determining how a speciﬁc area of the hotel is used. “The unique thing for a hotel is that you do have all the different areas, so someone can go from lobby to restaurant to pool. The best-case scenario is that all the music is integrated enough so it speaks to the person on what that area is, but that there is cohesion between the areas,” Keller said. Water Music Records creates private-label CDs as both a source of revenue and an amenity for hotels. Hotels can sell the CDs in the minibar or give them as a gift at check-in or with turndown service. 877.224.6280 866.714.7056 WATER MUSIC RECORDS “Basically it’s one of the most inexpensive branding tools they can consider,” said Brad Pressman, president, Water Music Records, adding that CDs generally are never thrown away but are passed from person to person. Variety is more important than choosing speciﬁc playlists, said Clayton Burton, president of Applied Media Technologies Corp., which partners with SIRIUS Satellite Radio. He recommends choosing a genre or genres appropriate to the customer proﬁle. “From our array of businesssafe music selections, it’s really up to the hotel operator to consider the demographics and the guests,” Burton said. Quotable “ CUSTOM STANDARD STOCKING QUICKSHIPPROGRAM CIRCLE NO. 106 Marriott, Hyatt, Hilton all have corporate mandates on what should be playing in certain areas of the hotel and by hour. When we do a CD for them, it really secures what the guest hears.” BRAD PRESSMAN, president, Water Music Records

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Hotel & Motel Management - May 5, 2008 Contents Pipeline Favors Established Companies 3 Palms Debuts in Upscale Tier Guests Want Reward Options Perspective Legally Speaking Marketing Matters Consultant’s Corner On Finance What Women Want Maintenance Doctor Trends & Stats Special Report: Top Hotel Brokers Design: Tune Into Music Programs Hot Products: PTACs On the Block: Silver Lining in Bleak Hotel Sales Market Events Transactions Supplier News Consumer Insight: The Importance of Creature Comforts When Traveling Ad/Editorial Index Marketplace Classifieds Checking Out

Hotel & Motel Management - May 5, 2008

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