Commercial Integrator November 2022 - 44

MARKETS: HOSPITALITY
The Hospitality Industry's Great Reset
Restaurants, bars, resorts and other attractions are fighting for customers' money and attention.
It's up to integrators to drive home a stellar experience that's worth visiting and returning to.
By Alyssa Borelli
CHOOSING WHERE AND WHEN to
spend money on leisure and dining is a lot
like going to an all-you-can-eat buffet on
an empty stomach - all options sound appetizing.
After staying at home during the
pandemic, many of us long to go out and
have fun again. For others, however, the
comforts of home have become so enticing
that they've dramatically scaled back their
pre-pandemic-level leisure activities. Those
in the hospitality industry are fighting both
to earn people's money and to grab their
attention. The secret to winning centers on
the quality of the experience that people
have when they go to a place, as well as
whether it's the kind of place to which
they'd choose to return.
" The hospitality industry needs to differentiate
themselves from their competition
more than ever, " declares Ken Newbury,
SVP, technology and engineering, at nationwide
integration firm McCann Systems.
" Since we've entered a post-pandemic
world, the hospitality industry is faced with
the challenge of getting people out of the
house and into their venues. With so much
engagement available through at-home
devices and applications, some folks have
become content to stay home. "
" If people can have a better experience
in their home watching a sporting event
than at a local establishment, what's the
point? " Newbury asks rhetorically. " By
building ergonomically comfortable spaces
that allow for large-format, high-quality
viewing experiences, paired with seating
that supports groups being together, we
can entice people to come and spend
their time. "
The Need for Good Audio
Prior to the pandemic, video might have
been king. However, if you ask Michael
Peveler, VP of sales at Phoenix, Ariz.-based
audio solutions provider AtlasIED, music
is what really creates the environment.
44
Even as our society has largely entered a post-pandemic world, the hospitality
industry is faced with a challenge - namely, getting people out of the house and
back into venues. Integrators need to craft spaces that welcome customers, as
well as compel them from the very moment they walk in.
Similar to music when we're at home, in
the car or working out, music in hospitality
venues reflects the mood. When walking
into a resort or casino, customers must be
immediately captivated, without being
overwhelmed.
There is substantial demand for distributed
audio, especially at resorts, where
there are multi-zone environments. In hotel
lobbies, for example, there might be one
set of music playing - perhaps something
soothing. And then, there's the bar area,
which should be a bit more rocking. And
then, the restaurant might be a little calmer,
with music to complement an elegant,
romantic evening. There might even be an
outdoor eating area with firepits and other
activities going on. Rather than ideating a
separate system for each space, most clients
are looking for one easy-to-use audio
system that satisfies the needs presented
by every space.
Commercial Integrator NOVEMBER 2022
Integrators also need a system that is
easy to install, as well as one they can get
their hands on in time. AV integrators and
landscapers are often the last two parties
on a jobsite, Peveler notes. " Integrators
need to go in and knock it out quick. "
Don't Cut the Technology Budget
" Project teams always come into the design
phase with the best intentions of user
experience and all the design elements that
surround it, " Peveler observes. " Though, as
things progress and budgets come in, we
often see the technology package getting
cut before anything else. While this may be
the right choice in certain scenarios, there
is a very fine line between creating an amazing
venue that people will want to frequent
and just missing the mark. "
Distributed audio design is both an art
and a science. When decision-makers
randomly decide to chop, they run the risk
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Commercial Integrator November 2022

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