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Prescriptive Music is one of the nation’s leading music branding and consulting companies. Headquartered in Los Angeles, Prescriptive Music has helped to pioneer the increasingly-popular use of ’sensory branding’ leveraging the emotional and powerful effect of customized music to build customer loyalty and brand differentiation. Prescriptive Music works with major hotels, restaurants, spas and retailers to develop personalized music branding systems that help them attract and retain customers.
Through complete custom music programming, innovative private label CDs, state-of-the-art background music delivery systems, customized music download stores, audio integration and much more, Prescriptive Music connects brands with consumers on a meaningful and enduring level.
visit us at www.rxmusic.com
La Costa Resort & Spa has teamed up with Prescriptive Music to give resort guests the experience of a lifetime. Located only a few miles shy of the beach in Carlsbad, California, La Costa has a wide array of amenities that can fulfill business travelers to families on vacation.
Prescriptive Music accommodates all ages at La Costa Resort & Spa
La Costa has an abundance of music selections that ranges from Top 40’s hits like The Black Keys and Beyoncé to more kid friendly music including Selena Gomez and the newly popular, One Direction. With a wide variety of very family friendly activities which include their Kidtopia Kids Club that offers a nursery, a night camping program on the weekends, a craft center, and a 600 gallon aquarium for kids to adorn. The Resort also offers a ceramics class, a reptile show, a water slide area and surfing camp and when the night is about to wind down, patrons can head over to a fire pit for smore roasting fun. Visit the new Edge Pool (for adults only), modern poolside atmosphere mixed with the hottest music hits. Certain evenings also feature live music from local bands and DJ’s. Spend the next night at La Costas Diversions Sports Bar where diners can sample an array of cocktails and beers on tap to enjoy. Diversions plays the best in alternative rock like the Foo Fighters, but also offers classic rock hits from The Rolling Stones to Led Zeppelin.
Prescriptive Music accommodates all ages at La Costa Resort & Spa
La Costa also has a wide variety of dining that can satisfy any appetite. Their six different dining areas use local and fresh ingredients and provide guests with great vegetarian options. From the great amenities to customized music, La Costa Resort & Spa is a place for everyone in the family to enjoy.
Published in Gourmet Live 05.02.12 Fine dining is about soft lighting, elegant plates, and impeccable service. But as Julia Savacool learned from leading scientists, it’s about something else, too: The right tunes can make or break your dinner experience
music and dining 608 In the Mood for Food
It’s 9 p.m. on a Saturday and my companion and I are tucked away at the corner table at our favorite Italian restaurant on New York’s Upper East Side. We order carciofi alla Romana (grilled artichokes in olive oil and garlic) and crespelle alla Fiorentina (eggplant cannelloni filled with ricotta and spinach), which arrive bursting with flavor and demanding the presence of a classic Chianti. Presented with the dramatic flair of old-school Italian waiters, drink and food soon transport me to another place and time. Over the stereo system, emotion-filled strains of “O Sole Mio” layer in amid the clinking of silver against porcelain and glass against glass. By the time the tiramisu and cappuccinos arrive, I have completely left my New York existence behind and am fully immersed in la dolce vita. In the background, Andrea Bocelli begs us to linger a little longer with his impassioned rendition of “Con Te Partirò.” “I feel like I’m back in Rome,” I whisper.I’d have sworn it was the meal that whisked me away to one of my favorite cities in the world, but as it turns out, something totally unrelated to olive oil and Chianti may have been driving my dining rapture. According to a 2010 study in the journal Musicae Scientiae, playing songs related to the ethnic origins of a certain food can greatly enhance a person’s preference for this type of cuisine. “Music may trigger certain memories,” says study author Joanne Yeoh, PhD, a researcher of music and consumer behavior. “In other studies, I’ve asked people to perform mundane tasks while background music was playing. Afterward, I stop the music and ask them to think about a food they’d like to have. Most of them choose a food associated with the music.” They do this despite the fact they can’t recall what music was playing, adds Yeoh, indicating that music influences our dining desires in a subconscious way.
Double the Pleasure
When it comes to music and food, there’s more at work than just memory recall. Researchers at McGill University in Montreal have found that when people listen to music, it activates an area of the brain responsible for the production of dopamine, the body’s “feel good” chemical, which transmits signals for the body to seek out more of what is giving it pleasure. No surprise, this is the same chemical that drives people to eat more cake and have more sex. “In evolutionary terms, the purpose of dopamine is to reinforce behaviors that are highly adaptive,” says study author and neuropsychologist Valorie Salimpoor, PhD. For instance, food and sex are, by necessity, pleasurable: Should humans cease to pursue either one, survival of the species would be imperiled. But music? Hardly something we think of in survival terms. “It is interesting that something as abstract as music can elicit a similar dopamine response,” Salimpoor admits. In fact, study participants experienced a 6 percent to 9 percent increase in dopamine levels when listening to pleasurable music, versus a 6 percent increase associated with eating pleasurable meals. Now imagine the dopamine boost that comes from combining the two.
Restaurant Gold Mine
It’s no surprise, then, that people in the food business see music as a clever tool they can employ to their advantage in numerous ways. “Using the five senses in merchandizing is a reasonably cheap way of defining who your customers are,” states Paco Underhill, author of Why We Buy: The Science of Shopping. “If you can match your music to your customer, you increase her ability to identify with your brand.” That brand recognition can build brand loyalty; loyalty, in turn, brings repeat customers—the gold standard all restaurants reach for. That promise explains why, although the marriage of food and music is thousands of years old, it still attracts researchers seeking to unlock the perfect formula. Scientists have probed the relationship from many angles. One study found that slower tempos can encourage diners to linger longer over their meals, ostensibly buying more items off the menu. On the other hand, up-tempo tunes tend to encourage rapid dining—not a bad trick for a maître d’ trying to speed along tables during rush hour.
Finding the right balance between beats per minute, decibel level, and genre of music isn’t easy—but it’s critical. A recent study in the Journal of Culinary Science & Technology found that diners prefer music over silence but will quickly form an unfavorable impression of their meal if the background-music level forces them to strain to converse.
The risk of turning off customers is so great, and the potential of increasing a customer’s pleasurable dining experience so high, restaurant managers have good reason to think seriously about their choice in musical selection. “What was once largely driven by intuition is now driven just as much by science and technology,” notes Underhill.
Sensing a market niche in need of a leader, Allen Klevens stepped in to fill the void. “The choice of music can make or break the dining experience,” believes Klevens, who formed his company, Prescriptive Music, in 1999. Today, it is the fastest-growing music-sensory branding firm, pocketing a 40 percent increase in profits in 2011 over the previous year. “Restaurant owners are realizing the right soundtrack can increase sales. There is no question that if you like the music, you will linger longer over dinner or order more drinks at the bar.”
To maximize his business model, Klevens sends a team of music consultants into the restaurant space with a detailed checklist of criteria: What is the lighting like? The room shape? Decor? “The most important thing is talking to the chef,” says Klevens, who counts Wolfgang Puck and the Four Seasons hotel group among his clients. “We want to understand the flavors, the subtleties of the chef’s style. People talk about pairing wine with food. I think of it as music pairing.” Sometimes, he adds, contrast works as well as complement: At the Beverly Hills steakhouse Cut, Klevens chose to play against the stark, modern decor with a playlist of classic rock, including Pink Floyd and Elton John.
Moreover, you need to be able to adapt your soundtrack to the time of day, day of the week, and even the type of customer you’re serving at any particular meal. As part of creating a customized music plan, Klevens connects his clients’ sound systems remotely to his office computers, so workers can be ready at a minute’s notice to make adjustments to sound, volume, and genre.
No longer a fledgling industry, customized music is now an essential component of the high-end restaurant experience. “We can literally alter your music in a matter of minutes,” Klevens reports, adding that his team does this regularly when a celeb makes a surprise visit. “If Beyoncé walks into your restaurant and you want to drop her songs in the mix every fourth track, we can do it almost instantly.”
As sound technology improves, Klevens believes demand for his services will continue to grow. “Music is the butter on the bread,” he says. “We’re that little extra thing that makes your food taste better.”
Rock’n Fish & Prescriptive Music Keep It Fresh
Take a trip down to Manhattan Beach and you’ll find yourself at Rock’n Fish where the food is always served fresh and where Prescriptive’s contemporary and classic sounds are always playing to uplift your spirit. Restaurant goers can enjoy various types of music ranging from The Rolling Stones to Passion Pit, meanwhile treating themselves to one of Rock’n Fish’s famous plates like the delicious blue cheese wedge or the oak grilled artichoke.
No matter your mood, this restaurant has something for your liking. The food varies from steak, seafood, salads, burgers, and many more appetizing dishes. If you’re in the mood for cocktails, this restaurant has an extensive cocktail and wine menu. The Navy Grog rum cocktail comes highly recommended amongst regulars. The welcoming atmosphere and dedicated staff will have you feeling right at home, so come and indulge yourself at Rock’n Fish.
Charlotte Gets a Taste of Wolfgang Puck & Prescriptive Music
North Carolina is excited to welcome the new Wolfgang Puck Pizza Bar where innovative flavors meet the eclectic sounds of Prescriptive Music. Wolfgang Puck has made a name for himself through his passion for food by always using the freshest ingredients in his delicious cuisine. wolfgang puck pizza bar 2 Charlotte Gets a Taste of Wolfgang Puck & Prescriptive Musicwolfgang puck pizza bar 3 Charlotte Gets a Taste of Wolfgang Puck & Prescriptive MusicHis restaurants can be seen in major cities such as Los Angeles, Las Vegas, Detroit, and now in the city of Charlotte. Wolfgang Puck’s world renowned menu debuts in April 2012. The restaurant will feature a modern-chic atmosphere blended in with familiar music from artists such as The Rolling Stones, Feist, and the Black Keys. The music will also encompass local characteristics with southern artists like Jason Aldean, Dierks Bentley, and Luke Bryan. Wolfgang Puck’s extensive menu will include pastas, salad, oven-roasted dishes, a full bar, and of course his signature pizzas. The appetizing flavors, stylish music vibe, and inviting space will make you feel right at home. Stop by soon and get a taste of the master chef’s delicious creations!
Prescriptive Music Celebrates Flagship Four Seasons Toronto Grand Opening
Opening summer of 2012, the brand new Flagship Four Seasons Hotel with Prescriptive Music’s continued partnership is promised to become the finest place to stay in Toronto. Fifty years ago a modest hotel was built in Toronto not knowing that years later it would become one of the grandest hotel chains in the world. Even though that original hotel has now closed, the brand new Flagship Four Seasons Toronto will establish its new home on 60 Yorkville Avenue. Guests will be welcomed into the hotel by an eminent Victorian carpet that wraps around an immense four story high fountain. There will be three buildings on the property overlooking the exuberant streets of Yorkville. Two of them will be connected by a skyway bridge, meanwhile the third building will be used for events.four seasons toronto 1 Prescriptive Music Celebrates Flagship Four Seasons Toronto Grand Opening The new hotel is said to feature modern furnishings, floor to ceiling windows, marble bathrooms, and deep soaking tubs. Suites will be equipped with interactive tablets, hidden televisions in mirrors, and easy climate control options. Within the hotel, guests will be able to dine at the DBar or at Café Boulud. One of the features that sets this luxury hotel apart from others is their magnificent spa which will be fully fitted with 17 customizable treatment rooms, a relaxation pool, a full service salon, fitness center, and a yoga studio. The warm and inviting atmosphere alongside The Four Seasons world renowned service creates the ideal destination to stay in Toronto.
Prescriptive Music & Katra Spice Things Up
Katra manages to spice things up with their traditional Moroccan and Mediterranean food while blending in eclectic sounds provided by Prescriptive Music. Settled in the heart of New York on Bowery Street, this restaurant/lounge enhances the dining experience with a dynamic mix of up-beat Moroccan lounge to cutting edge artists such as Chromeo and Phoenix. Katra offers their Fusion Menu where they present traditional entrees which include Lamb Tagine, Merguez Sausage Sandwich, and many other dishes that will entice any taste-goers.
They also offer one of kind cocktails like their Moroccan Mojito and Tangier Safi. Their chic upscale ambiance is adorned with pillow strewn couches, pendant lamps, and candled lanterns that were all imported from Morocco. Katra’s inviting atmosphere, appetizing food, and Prescriptive’s sounds join together to make a one of a kind Middle Eastern experience in the Big Apple.
SLS South Beach & Prescriptive Music – Set To Make A Splash
SBE has once again selected Prescriptive Music to customize the musical atmosphere which will welcome guests of The SLS South Beach, opening in the Spring of 2012. Occupying The Ritz Plaza’s former space, The SLS has revamped their luxurious location through numerous renovations and weaving together lounge music with funky Cuban sounds. The hotel’s brand new pool side bungalow suites allow guests to bathe in the warm sunshine, while enjoying music from artists such as Goldfrapp and Thievery Corporation. The hotel includes 8,000 square feet of indoor/outdoor amenities, 130+ rooms and cabanas. Prescriptive Music has also worked with SBE to create the vibe at its other properties in Los Angles, such as The Bazaar and Katsuya. Both restaurants are set to make their Miami debut in the SLS Hotel South Beach. The Bazaar offers an eclectic setting with Spanish influenced fine dining from the renowned chef Jose Andres, while Katsuya offers Japanese inspired cuisine to entice any guests’ taste buds. Being that these locations are all the rage in Los Angeles, The SLS Hotel is sure to become the newest hot spot to hit South Beach.
Hats Off To Goorin Bros. & Prescriptive Music
Goorin Bros. has been making bold, signature hats since 1895 and now features music by Prescriptive Music to match its classic and grand atmosphere. With twenty-two locations across America and Canada, Goorin Bros. offers extensive collections of hat styles ranging from fedoras and top-hats to straw hats, ball caps and an array of accessories to match.
While showing the artistic, rich traditions of San Francisco in the quality and integrity of their hats, they will also feature music from one of the custom channels Prescriptive Music has created specifically for the brand.
The Goorin Eclectic Channel includes a blend of classic and modern rock, soul, country, oldies, jazz, and a dash of electro songs with artists like Erykah Badu, Creedence Clearwater Revival and The Black Keys. On the flip side, The Goorin Classic Channel contains a mix of classic jazz, golden oldies, and Motown hits featuring Bobby Darin, Frankie Valli and the Four Seasons and other artists that have shaped America over the years. Each individual store plays the channel of their choice that best fits their environment and clientele’s personal tastes.
No matter which Goorin Bros. you visit, you can be sure that they will deliver more than just trendy and stylish hats, but an experience where buying a hat is just as personal and special as it was back in the good old days. Whether going out to a classy cocktail party in the city or taking a stroll in the park, Goorin Bros. has the perfect hat for the occasion.
Prescriptive Music Adds Music to the Modern Hotel Wilshire
The Hotel Wilshire in Los Angeles gets a Prescriptive Music playlist to match it’s cool, modern vibe. Located on the world-famous Wilshire Boulevard, The Hotel Wilshire is minutes from some of the hottest restaurants, stores, museums, hotspots and entertainment venues in LA.
With a sleek, modern exterior, this boutique hotel features stylish decor, designer furnishings and modern comforts for those staying for work or leisure, and a beautiful view of the Hollywood Hills. The Hotel Wilshire also has an exclusive rooftop features, like a patio, pool, bar and The Roof on Wilshire, which serves California cuisine by celebrity Chef Eric Greenspan. The music at Hotel Wilshire is a blend of cool, hip, modern music that reflects the style of the hotel itself and of Los Angeles.
Your Local Market, the best organically grown produce and natural products grocery store has selected Prescriptive Music as their custom background music team. Located in Bellevue, Washington, Your Local Market brings together the mainstream brands you trust most, house-made prepared foods, all-natural meats and great produce all in one local and friendly place. You can also take the convenience of online shopping with home delivery or curbside-pickup with you.
Not only full service grocer and cater, Your Local Market has set out to be a complete enjoyable shopping experience. As a standalone business, Your Local Market collaborated with Prescriptive Music to bring that shopping experience alive. As one of the nation’s leading music branding and consulting company, Prescriptive Music not only works with large hospitality accounts but also small start-up businesses.
With the use of sensory branding as a marketing technique, the emotional and powerful effect of customized playlists creates customer loyalty and brand differentiation. Prescriptive Music aims to connect Your Local Market to their customers on a more meaningful level, one that will successfully resonate with their customer’s personal minds and specific demographics. Along with Prescriptive Music, Your Local Market will now surely grow nationwide as a respective brand.
Seen as one of the most competitive and effective marketing tools today, music has proven itself to increase and improve businesses. Music is an experience and ambiance. Music offers added consumer values. Music distinguishes image and company identity. No longer seen as just a product or a simple service, Prescriptive Music is one of the nation’s leading music branding and consulting companies.
Five truths worth remembering for public space business owners include:
Music’s impact on public spaces is not a myth, there are entire truths behind it. Prescriptive Music hits all the right notes by connecting your brand to your specific consumers. With pioneer marketing tactics and a team full of experts, your business’ partnered collaboration with Prescriptive Music is the best bet to get ahead of the game.