MATTER: KEY CHANGE
ROB WOOD, CREATIVE DIRECTOR AND FOUNDER OF MUSIC CONCIERGE, ON WHY EMOTION MATTERS
Missed this morning’s MATTER session with Rob Wood? Check out these highlights from his discussion on the power of music and how it plays a key part in creating atmosphere, reinforcing a brand’s story and elevating guest experience.
- Hearing is the second most important sense for humans. It affects people in a powerful and emotional way. As they journey through your property, guests are experiencing your brand though sound whether you like it or not.
- Bland, inappropriate, or worst still outright annoying music can damage the way they feel about that experience. The music needs to be carefully controlled so it works with the brand, audience, design concept and the space itself.
- Today’s savvy audience travels to have new experiences. They want to be presented with intelligent choices that delight them. Your music needs to impress and emotionally connect with them. If you are not doing that you are missing a chance to bond with them.
- In F&B settings creating and managing a great atmosphere is particularly important. A successful restaurant may not need music at that magic moment at peak service when the natural hustle and bustle of the kitchen and animated conversation of guests carries the room, but at the start and end of service, when only a few covers are present, carefully curated music can be used effectively to set the evening off on the right course. Get the music and atmosphere right in a bar and you can effect how much time people spend there. Music is a tool to be used to encourage guests to choose your F&B over the local competition, which therefore has an impact on ROI.
- Music can be used to add theatre, sensuality, a sense of glamour, or credibility to different types of F&B concepts – and you can change how people feel.
- The top tips for using music effectively:
- Invest in good speakers if you can and think through where they are positioned – good quality sound is important.
- Use music to create different atmospheres at different times of day, so that breakfast sounds perhaps gentle and positive, whilst daytime feels relaxing, and evening might be engaging and vibrant.
- Tailor the music choices and energy to the time of day but also to the brand, property and the various different hotel zones. Regularly update the music it is fresh and inspiring for your guests and staff.
- Make sure it is licensed correctly so you don’t get caught out by copyright law.
- Steer clear of the predictable or clichéd.
- Music is a powerful art form that should be used creatively to tell a story and set the scene of your wonderful hotel experience. It should help people love spending time there.