Te chnology
HOTEL Business Review
Disseminate the
Right Sound W
hile music and dining seem ideally matched, many of the audio systems in restaurants deliver uneven sound coverage. The result is music that may be inaudible at one table and uncomfortably loud at another. Thus it is important to understand the nuances of sound system and follow guidelines how to treat your guests with melodic delicacy. The sound system is one of the prominent components in the hospitality industry. A restaurant serves a mood and not just food. It is the atmosphere in the form of cogent ambiance, which drives customers to visit a place again and again. Time and again it has been recognized that ambience of a venue is a strong marketing tool.
Sound makes an Atmosphere When it comes to sound, tempo and loudness have historically been the key dimensions. These atmospheric dimensions need to be carefully designed to match with moods of the targeted customer. One would not have linoleum on the floor of an exotic restaurant. The discriminating customer would expect carpeting or perhaps marble.
52
May-June ’22
By t h e s a m e to ke n a n exc l u s i ve restaurant would not have the same lighting as a fast food joint. Similarly, choice of music at a pub would not be same as a restaurant offering oriental cuisine. In short, atmospherics are designed to convey a specific image and set a definite mood. The key is to have all the senses – sound, vision, smell and touch in sync.
The Value of Music Various researches reveal that one of the key senses the customer relates to, is hearing. It greatly affects the time customer will spend in the restaurant. Research concludes that customers equate the presence of music with better service. On the other hand behavioural scientists have studied the effects of music on worker productivity. They have found that high tempo music can serve as a strong stimulus to overcome low biorhythmic period that all humans experience all through the day. As a result, companies that offer music programming can provide a package that not only matches the ambience of a restaurant but also help employees remain alert. The owners can use music as a tool to increase both customer comfort and
customer stay time.
Quality Aspects While the importance of music in restaurants and retail outlets is a recognized fact today, quality of sound is not what the guest encounters often when he is eating out. At most outlets one can hear music but it does not usually sound clear and natural. Traditionally, music is judged on content and tempo, often ignoring the critically important aspect of quality of sound. In order to understand why quality of sound is often absent in a large number of outlets, it is helpful to examine the elements of a commercial music system. • The first link of this chain is the programming content – the material that is played. • The second link is the storage medium – source for where the sound is generated. • The third link is the transmission medium – FM. • The fourth link is the system electronics, primarily the amplifier other than that would include the source controller and system controller. • The last and critical link is the loudspeaker.
