Research released by APRA has confirmed that music “unequivocally arouses” specific emotions in patrons, affecting their mood, spending and eating behaviour.
In a hospitality setting, diner choices are influenced by the way music affects how the brain processes memory, potentially enhancing enjoyment and inducing them to stay longer and spend more.
One survey found 61 per cent of customers will visit a venue just for the music, and 79 per cent will stay longer if good music is playing. Soft music causes diners to linger over meals, while classical music puts them in the mood to splash the cash.
Conversely, although music is a highly personal choice it was found 90 per cent say music has driven them to leave a premise or vow to never return. A venue with no music is perceived as dull and lifeless, but bad music has the potential to distract and detract from the experience.
The Christmas and New Year periods represent two of the busiest and most profitable times of the year, often involving less regular patrons courtesy of end of year corporate parties and social gatherings.
APRA and OneMusic have offered the “golden rules” to ideal festive season music, to create the right setting and ambiance.
Charli Hutchison, OneMusic content coordinator, says that while many pubs put a lot of thought into decorating their venue for the silly season, music often doesn’t get a second thought.
“Preparing for the festive season isn’t as straightforward as popping on the full Michael Bublé and Mariah Carey Christmas catalogue.”
The perfect Christmas party playlist can certainly elevate your customers’ hospitality experience, but some caveats are key:
- Match the music to the venue
Customers expect music to match a venue’s brand and décor. A study found sales increased 9.1 per cent when a venue played a carefully selected mix of hit songs and obscure tracks chosen to fit its brand.
It was also found sales were 4.3 per cent lower when diners were played a random playlist, versus having no music on at all.
Consider the mood and choose the appropriate genre. Generally, pop music for a more youthful, vibrant ambience and classic rock for a retro pub vibe.
Volume and tempo are important too; fast music encourages diners to eat faster, increasing table turnover, while loud music causes customers to buy more drinks.
The perfect Christmas party playlist would be a blend of familiar favourites and interesting new songs that are on-brand for the hotel.
- Don’t overdo the Christmas classics
While APRA says there are “no hard and fast rules” it recommends a festive tune about every third song, to prevent Christmas from dominating. Christmas fatigue is real, and studies show most people don’t face gift shopping until at least December, meaning premature carols may stress them instead of encouraging them to spend.
Spare a thought for your staff, too. Fatigue has a direct impact on productivity and being forced to listen to the same playlist day in and day out could have a detrimental effect on job satisfaction and performance.
There are many assorted versions of well-known Xmas tunes to match your brand and style, so steer clear of the overplayed classics.
And APRA notes venues must ensure they have a commercial music licence.
Music is governed by the Copyright Act, so even if a streaming subscription is held, a venue still needs a licence to be able to play music in a public setting.
The majority of commercially released music is available legally via a music licence.
Be sure to curate every song in the rotation and ask staff for more in-line song suggestions, and adjust as needed.
“A good playlist is a work in progress,” says Hutchison.
Many factors contribute to a great patron experience, and beyond the obvious aspects of food and service it is intangibles such as music that have a disproportionate influence.
“The secret is in the small details.”
