Imagine a bustling pub where silence hangs heavy, or a trendy cafe where only the clatter of cutlery fills the air. Somehow, it just doesn’t feel quite right, does it? According to CJ Digital, ‘music is the unseen ingredient that sets the mood, shapes the atmosphere, and even influences how much we spend in hospitality businesses.’ But how do these businesses choose the right tunes to turn up the volume on their bottom line?
We delve into the world of sonic strategy, exploring how 10 innovative hospitality businesses across the UK are harnessing the power of music to create a more engaging and revenue-boosting experience for their customers.
Setting the Scene: The Science Behind Music and Spending
It’s not just a feeling – the link between music and consumer behavior is backed by science. Studies have shown that music can influence everything from how much we eat and drink to how long we linger at a table. Upbeat tempos can encourage faster eating and higher spending, while calmer music can create a more relaxed ambiance, leading to longer stays.
Music also taps into our emotions, creating a sense of familiarity and comfort. The right playlist can transport us to a specific time or place, fostering a positive association with the venue. This emotional connection is a powerful tool that hospitality businesses can leverage to build brand loyalty and encourage repeat visits.
London Calling: Goose Box Catering’s Upbeat Mix
Goose Box Catering, a London-based firm specializing in high-end corporate events, understands the power of a well-curated playlist. “Music is absolutely crucial to setting the tone for an event,” explains Olivia James, Goose Box Catering’s Events Director. “For corporate events, we tend to use upbeat and positive music that fosters a sense of energy and encourages interaction. Think modern pop hits mixed with classic feel-good anthems.”
James highlights the importance of tailoring the music to the specific event. “For a networking lunch, we might opt for something more subtle and background-friendly, while for a product launch party, we’d definitely crank up the energy with a livelier playlist.” Goose Box also embraces the power of audience demographics. “We often work with clients to understand the age range and interests of the attendees, so we can tailor the music selection accordingly.” This attention to detail ensures that Goose Box events leave a lasting positive impression, potentially leading to repeat business and positive word-of-mouth recommendations.
Bucklebury’s Big Beats: Keeping Families Entertained at the Farm
Bucklebury Farm in Reading takes a different approach, using music to create an immersive and engaging experience for its family-oriented clientele. “Music is a vital part of the atmosphere here at Bucklebury Farm,” says Sarah Miller, the farm’s Marketing Manager. “We have a soft play area for younger children, and we use upbeat, playful music to create a fun and stimulating environment.” Bucklebury understands that happy children equal happy (and potentially free-spending) parents.
However, Bucklebury caters to all ages. In the cafe area, the music becomes more relaxed and background-friendly, creating a space for parents to unwind while their children play. “We also have a safari park, and for that area, we use more natural soundscapes with subtle music that complements the environment,” explains Miller. This thoughtful approach ensures that every area of Bucklebury Farm has the right musical backdrop to enhance the visitor experience.
Beyond London: A Symphony of Strategies Across the UK
1. The Loch Ness Bar & Restaurant, Inverness: Nestled in the heart of the Scottish Highlands, this establishment uses traditional Scottish music during the day to create a sense of place, while transitioning to classic rock and pop in the evenings to cater to a more relaxed, pub-style atmosphere.
2. The Botanist, Manchester: This quirky cocktail bar is known for its unique botanical theme. The soundtrack reflects this, with a focus on chilled electronic music and nature-inspired ambient sounds.
3. The Ivy, Cardiff: This restaurant chain exudes elegance and sophistication. The music selection follows suit, with a focus on jazz classics and smooth instrumental music that creates a luxurious and intimate dining experience.
4. The Alchemist, Birmingham: This science-themed cocktail bar embraces the unexpected. The music selection is a playful mix of genres, from electronic and pop to even the occasional quirky scientific soundtrack.
5. The Biscuit Factory, Newcastle: This art gallery and cafe features a rotating selection of local musicians, creating a unique and ever-changing soundscape that complements the artistic vibe of the venue.
6. The Fleece Inn, Cirencester: This historic coaching inn embraces its traditional roots. Folk music and classic rock dominate the playlist, creating a warm and inviting atmosphere for both locals and tourists.
7. The Georgian Hotel, Whitby: This seaside hotel offers a relaxed and luxurious experience. The music reflects this with a focus on downtempo electronic music and calming acoustic melodies that create a sense of serenity and escape.
8. The Edinburgh Beer Experience, Edinburgh: This innovative brewery takes its visitors on a journey through Scotland’s brewing history. The music selection reflects this, with a mix of traditional Scottish folk music and contemporary Scottish bands, creating a truly immersive experience.
9. The Rooftop Bar, Bristol: This bar boasts stunning city views and a vibrant atmosphere. The music selection keeps pace, with a focus on house music, upbeat pop, and live DJ sets on weekends, creating a perfect spot for socializing and enjoying the cityscape.
10. The Old Fire Station, Oxford: This converted fire station houses a restaurant, bar, and co-working space. The music selection caters to this diverse clientele, with upbeat and focus-friendly tunes in the co-working area, transitioning to more relaxed and atmospheric sounds in the restaurant and bar later in the day.
The Final Note: The Power of Music is in the Details
These examples showcase the diverse ways hospitality businesses can leverage music to enhance their offering. The key takeaway? There’s no one-size-fits-all approach. Consider factors like your target audience, the time of day, and the overall atmosphere you want to create.
Investing in a music licensing service or hiring a music consultant can ensure access to a vast library of legal and appropriate music. Additionally, staying up-to-date with music trends and cultural references can help businesses create playlists that resonate with younger generations.
Remember, music is a powerful tool that can be used to subtly influence customer behavior and create a lasting positive impression. So, crank up the volume, choose your soundtrack wisely, and watch your hospitality business hit the right note when it comes to revenue and customer satisfaction.
