CE Pro June 2024 - 14

Audio+Video
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KEF Music Lounge Fosters Fun and Education
Located in
Marlboro, N.J., the
KEF Music lounge
provides the
backdrop to a fun
day of listening
and learning for
visiting dealers.
By Robert Archer
A FEW YEARS AGO, the
global audio manufacturer
KEF put its money where its
mouth is by not only emphasizing
the importance of
system demonstrations but
investing into a facility in N.J.
where integrators can bring
their clients to host system
demos and education.
Back when the KEF Music
Lounge opened, David Kroll,
vice president, KEF America
& KEF global CI product
manager, explained there
is far more going on in the
space than simply a collection
of home AV products.
" We built it with a couple
of purposes in mind. First is
to showcase our products
and to show the level of
performance that can be
achieved with a properly
designed, installed system, "
he explained to CE Pro back
in 2021.
Today, Stephanie Scola,
vice president of marketing,
KEF America and Ben Hagens,
senior product manager,
KEF America, are driving
the company's efforts.
Scola recalls that when
the company was develop14
| CE Pro June 2024
Showcasing a variety of systems in different home settings, the KEF Music lounge is a great
way for dealers to help customers envision the right systems for their spaces.
ing the space to demonstrate
its products, the KEF
team wanted to convey the
ability of its speakers to
blend into home spaces.
" It's supposed to feel like
a home and function like a
home, " she says. " You can
sit in a home environment
and have a nice dialog and
learn about KEF products
and technologies. "
Scola adds that the facility
also offers other learning
opportunities beyond
the experience of sitting
through music and home
theater demonstrations. She
notes the goal is designed
to support dealers in areas
such as sales, marketing,
and the overall landscape of
today's AV industry.
" We are here to help, " emphasizes
Scola. " We are here
to guide and help not only
educate dealers but help
them with their projects. "
It's important to note the
Music Lounge is open to all
KEF dealers and even nonKEF
dealers. When integrators
schedule a visit - KEF
visits are by appointment
only - Scola says that visiting
integrators usually fly
into Newark (New Jersey),
which is about 35 to 40
minutes from the company's
facilities. As part of the visit,
KEF will hire a car for pickup
and the visit will be catered.
Further helping dealers,
Scola says that dealers can
also schedule visits with
their clientele to allow their
clients to experience KEF
products and systems.
Are You KEF
Experienced?
As the visits have grown in
popularity, Hagens says the
company now hosts 600
people a year.
" During peak season we
are looking at three- to
four-groups per week.
Maybe 80 or so end users
[per year] ... we have dealers
or installers coming in with
end users, so it is busy. "
According to Hagens,
the groups are limited to
approximately 10 to 12 people
per group to allow for
an exchange of information
between the visiting group
and KEF team members.
The visits include PowerPoint
presentations, which
are held at the facility's bar
to help ensure a relaxed
atmosphere.
Moreover, another type
of visit KEF hosts is what
Hagens calls, " Experience
trainings " in which dealers
bring their staffs so entire
teams can train together on
the KEF product line. The
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CE Pro June 2024

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