Live music in a cafe or restaurant has a great impact on business success; done. This does not mean that ANY live music performed in your cafe will result in a successful business, but rather music that is appropriate for your establishment and your customers.
So why consider having live music in your cafe? Why not have an iPod playing in the corner? When a customer walks into your cafe and a musician is performing, there is an additional buzz in the place; makes the customer feel special; makes the place feel special. It also makes the cafe seem more exclusive and that in itself means you can charge more.
Customers who dine at your cafe make a number of decisions when choosing their venue. The quality and type of food is one; the quality of service; the place itself and the atmosphere of the place are other considerations. Having live music adds to the atmosphere of the cafeteria and, as long as it doesn’t disturb guests, it could be one of the main considerations when choosing where to eat.
In one of the cafes for which we offer live music, the manager decided to cancel the live music, as a cost saving measure. Immediately, the blankets dropped from an average of 95 to 35 every Saturday night. In six weeks we returned to offering music and the versions increased again. Customer feedback was that they were willing to pay more for good food / service and atmosphere, but if music was lacking, they would rather pay less by going to a main street establishment. The manager learns very quickly that the expectation of the customers was music as part of the entire dining experience.
So how can you use live music in a cafe? First, you need to consider the style and theme of your cafe and the type of customers it attracts, and then match the music accordingly. We know of cafes where they have asked their regular customers for advice on what kind of music they like. The average age of the customers could be a clue; and the time of day and day of the week you have live music. A Sunday lunch might appeal to families: in which case a musician would work who plays a variety of music, including songs from ‘Disney’, or young adults without kids, where an avant-garde or jazz band would be perfect; Afternoons: Afternoon tea can appeal to older patrons looking for a classic vibe and experience, in which case a classical pianist or harpist would be perfect. Alternatively, a Saturday night could be a romantic evening for couples – perhaps a guitarist or singer with a subtle serenade would be nice.
One of our clients created a Venetian Festival every year, in which a series of themed evenings was held over 3 weekends, including a ‘masked ball’; opera night; Sunday jazz brunch and tasting menu. The cafe offered set menus with included musical entertainment, which included a guitarist, a jazz trio, a pianist, opera singers, and a pianist. The coffee was booked months in advance and the business made huge profits. Customers were looking forward to a great evening of good food and entertainment and it was a successful way to show the place for other evenings. Costs were kept low by serving a very basic themed set menu, but they were able to charge more due to the extras. The café estimated that they created repeat business throughout the year through local press coverage of the Festival and customers who attended and enjoyed the festival. You could have an event or create your own themed festival. One way to create your own event is to invent one and then include it in “Count on Me” where you can access a year’s events and even post your own.
The Harbor Café in Margate has established itself as a major jazz venue outside of London. During the day, it offers excellent coffee food and is known for its excellent food and service during the day. However, during the Margate Jazz Festival, it is now used as one of the venues. The café transforms into a bar for evening performances. He has increased his profile by modifying the use of the place; Many people who have visited the Jazz Festival have ‘found’ a great place to eat. The cafe is also opening for other Jazz nights and increasing its revenue.
The Oakes Grill, at Hanbury Manor – The Five Star Country Club and Hotel in Hertfordshire has live music that we offer on Sunday lunchtime. The music performed is a jazz style with a rotation of trios that adds variety for regulars. The manager, Giuseppe Rollo, told me: “Our customers really enjoy music. Customers decide to spend a little more to celebrate something, like an anniversary or birthday, because the food, service and atmosphere are so good. We offer something very special for our guests.. “Giuseppe has the rotation of musicians well in advance, and when guests comment on their favorite musicians, he makes sure he knows when they will be playing at the Oakes Grill. Some of the musicians have a large following and will book when they know their favorite musician is playing. We have also been able to generate a lot of interest in the media, with our musicians interviewed on local radio stations and for the local press. The Oakes Grill is always referred to as a performance venue, which only increases the publicity of the venue.
So if you are considering live music for a one-time event or a regular event, what should you do? These are my tips:
- Consider the type of music and the atmosphere you want to create. The Harbor Cafe has created an edgy jazz spot – but people don’t sit there to eat quietly for obvious reasons!
- What time of day are you going to have the music? A rock band doesn’t do that well during the day!
- What kind of food does the background music offer for? As I mentioned before, a family brunch will require different music than a “Romantic Dinner for Two” atmosphere.
- What is the style of your coffee? A tapas bar would be perfect with a flamenco guitarist playing, but that would not be suitable for a French bistro, where a pianist would be better.
- What is the size of your cafeteria and also the acoustics? If it’s small, a jazz trio will probably make too much noise and take up too much space. A keyboard player or guitarist might be more suitable.
- Will you host a regular evening or lunch when live music is part of the deal? Are you going to offer set menus or a limited selection of food, or is it going to be the same menu?
Some facts to consider before making decisions about music;
- One of the main criticisms of the music played in cafes, whether live or recorded, is the volume. Unless you’re using the café for a jazz or rock venue (as the Harbor Café does for its jazz nights), customers expect to be able to chat with each other. If the music is too loud, the experience is spoiled for some diners.
- Consider carefully where you place the musicians in the cafe. We have spent a lot of time working with Giuseppe Rollo at the Oakes Grill to find the most suitable venue for musicians to perform. There were a couple of “perfect” locations, but customers found the sound too loud for them; however, when the volume was adjusted, the people at the other end of the cafe could not hear the music. We found a location away from most of the larger tables to be ideal; the guests could see and hear the musicians, and there were a couple of tables near them, in case the guests really wanted to hear them.
- Whether you’re playing live or recorded music in the cafe, you’ll need to apply for a PRS certificate and show it (!) PRS companies are great that they don’t have this certificate to a large extent, so you’ve been warned!
- Musicians charge different prices for one-time performances or “residencies.” Residences are the venues where musicians regularly perform at a venue and as a result, it is a current contract and costs less to the venue. Our residency charges start at £ 110 per week for 2 hours playing, including breaks, and £ 250 for 3 hours with breaks, a performance by a musician.
- All musicians must have PLI certificates available; it transmits the risk to them. All your equipment must also be PAT tested. The certificates should be stuck in the plugs of your equipment. If it has not been tested, you have every right to refuse to allow them to use the equipment for health and safety reasons.
- Musicians must be fed and offered refreshments. Acting is tiring and if they’ve been hired for 3 hours with breaks, they will have been in the set-up of the venue beforehand. They will be hungry and perform better!
- Musicians should be part of your team instead of ‘Stars or Divas’. I always advise you to interview musicians and auditions to see if you get along with them. Don’t tolerate “attitude”; It will only get worse! You are going to be busy serving customers and you don’t need a demanding musician: he needs to do his job and you need yours! If you are using a music management agency or company, ask them to find the most suitable musicians for your venue. The advantage of an agency is that if a musician is ill, it is their job to find a replacement, even on short notice.
- Always have a contract or something in writing to protect against any problems. The ISM or MU may be able to advise you on the writing or, if you use an agency, they will prepare one for you.
- If the musician has his own CD or marketing material: use it to generate interest. You could have it playing in the background before a musician shows up and you could sell it.
- Use a one-time performance or residency as a marketing and advertising tool. Include it in your blog; include it in local event diaries; see if it can be mentioned in the local press or on the radio.
- If you’re trying out a new menu or have recently hired a new chef, try combining this with a live musical performance. It will generate a lot of interest and publicity and hopefully more personalized.
- Try to get feedback from your regular customers. What worked? Would you prefer another type of music? Do you have any tips for a future event?
Live music is a great way to generate new interest in your coffee; to create a new look for your place and the opportunity to try out new menus. Although there is an upfront outlay in musicians’ fees, the revenue you will generate from increased bookings and advertising will soon cover that cost. Be brave and bring in live music for your clients and get the rewards. Good luck!