Is AV the missing sensory link?

We have moved this content to and added more content on our new website:

www.cga-integration.co.uk

Listen … What can you hear?  The missing piece in the Brand experience puzzle is so often the audio.  It’s easy to see and touch the beautiful interiors our customers will observe and feel, you can assess the level of customer service they will experience and easily smell and taste the cuisine and wine they will order, but so very often, what they hear is just overlooked or added as an afterthought.  To deliver a truly memorable experience, audio has to be weaved seamlessly into this sensory mix to create a coherent, holistic result.

There is a growing body of evidence which supports the fact that audio affects your mood and emotions and as such can change the way in which you react and behave. Our brains receive so many subtle cues from what our ears pick up, that a great deal of our conscious and unconscious moods and behaviour are attributable to what we hear.  Audio is a critical strand in determining how guests will feel when they experience a venue, not just at the time, but for many years to come.  Music is a powerful tool in evoking memories.  When we hear songs from the past they can stir powerful emotions and transport us back in time. Like stepping into a time machine; you can feel everything as if you were actually there.

It’s not just about what is played, but also the way in which we hear it which can affect us emotionally. When we listen to a warm rich sound with depth and clarity, it can envelop you with feelings of opulence and quality, like sinking into a big comfortable chair from which you don’t want to get up. Conversely, a sound that is thin, scratchy and sharp is irritating and something you wish to shut out and move away from as quickly as possible.  So getting the delivery of the soundtrack right in a venue is just as crucial as getting the soundtrack itself right.

As the relationship between music and memory is so powerful, and the quality of the sound we hear affects how we react to it, it’s all the more reason to get the right audio associations for your client’s venue and to deliver these in the right way.  This will help to ensure that wonderful memories are created and will continue to be conjured up in the minds of their guests for years to come.

CGA Integration is a leading AV systems integrator in the Hospitality sector.  We design, specify and install quality sound systems to deliver flexible AV solutions.  At CGA we are keen to empower designers to understand what is possible with AV so that you, in turn, can plan and fully integrate AV into your designs, giving your customers a truly holistic sensory design solution for their guests to experience.

Audio is such a powerful tool, whether you are delivering brand continuity between venues, rejuvenating a spa or creating conference facilities to delight tech savvy millennials, AV is a crucial piece of the sensory jigsaw.

Here at CGA we can work with you in a number of different ways to best fit your project:

Project Specific - We can attend formal meetings with you, and your client if prefered, to address specific AV challenges presented by a defined project.
AV possibilities -  Alternatively we can meet with you at your offices to present to you and your team, speaking more generally about the possibilities of AV; including both the latest technological developments and the opportunity for troubleshooting.

Enabling your team to discuss AV opportunities or difficulties with us, either generically or more specifically for projects that they are working on or tendering for, will help to give them the insights they need to create totally integrated sensory design solutions.

To speak to us about how CGA Integration can best work with you please call us on +44 1344 456500 or email us on info@cga-integration.co.uk to see how you can start to fully unlock the power of AV.

CGA Integration … Making hospitality sound great!

Do you hear what I hear?

We have moved this content to and added more content on our new website:

www.cga-integration.co.uk

Now we are fully immersed in the festive season and Christmas Day is fast approaching, I have been pondering; What is the sound of Christmas?

No-one wants it associated with sounds that conjure up feelings of anxiety, fear or disappointment, such as emergency services sirens blaring or bleeps sounding when you are on call.  I’m sure Retailers want it to be cash registers ringing and ‘chip & pin’ machines beeping, local churches might like it to be carols being sung or congregations celebrating the messages of the Christmas story and clearly some radio stations believe it should be back to back Christmas music from the beginning of November.  In contrast, you may prefer the magic of a snowy day where all sound is muffled and quiet, when the world takes on an unnatural eerie silence, except for maybe the crunch of snow underfoot or occasional bird song.

For me there are certain songs and sounds that are intrinsically linked Christmas; Paul Young’s ‘Love of the common people’ always reminds me of a certain Christmas school disco and the intro to the Pretenders ‘2000 miles’ transports me into the festive season within a few bars.  These are very personal prompts associated with my own memories and they will mean little or something very different to someone else.  The truth is that each one of us will have a different idea of what their perfect Christmas would be and as such the sound of Christmas will be different for everyone.  What can be agreed upon is that music and sounds evoke powerful memories and feelings in us all, and audio plays a key role in creating your own magical Christmas experience, whatever that may be.

In fact, as with every celebration large or small, Christmas is a truly multi-sensory event.  All the sensations; sights, smells, sounds and tastes add together with our imagination, memories and emotions to create our own personal Christmas experience, missing any one element out would detract from the feeling as a whole.  The sound and experience of Christmas is a very personal thing and what we all often seek is the warmth and security of familiarity whether through a song, film, place or just being with family or people who know you best and with whom you can relax.

We at CGA wish you all a safe, warm and happy Christmas, whatever that means to you.  We hope that the New Year sound as good, if not better than this year!

CGA Integration … Making hospitality sound great!