Peavey Hollywood is billed as "a unique brand experience that will give musicians, audio pros, systems integrators and music retailers a 360-degree view of the products, artists and philosophy that have made Peavey an iconic brand in music and audio". A high-end retail showcase for Peavey and its affiliated brands - Composite Acoustics, Trace Elliot, Budda Amplification, Crest Audio, Architectural Acoustics and MediaMatrix - Peavey Hollywood is designed "to create awareness for Peavey products and the company's legacy of innovation".
Peavey Hollywood will be an entertainment and informational resource for musicians and retailers, with regularly scheduled high-definition webcasts featuring artist interviews and performances, product reviews, and music industry-related tips for musicians. Peavey will also broadcast sales training to its dealers, with live-chat capability to enhance the sessions. In addition, the location will serve as the West Coast home for its substantial and growing roster of artist endorsers.
"Peavey has a rich and exciting legacy in music and audio, and proactive outreach has been key to our success since Hartley Peavey founded the company in 1965," said Courtland Gray, chief operating officer of Peavey Electronics Corporation. "With so many artists living in L.A. or passing through on a daily basis, Peavey Hollywood's location at the heart of 'guitar row' on the Sunset Strip gives us access to artists and marketing opportunities that will serve Peavey retailers and musicians around the world."
Peavey, which established the first industry-wide dealer training series in 1975, also plans to use Peavey Hollywood as a hands-on educational resource for its dedicated product dealers. Through an extended-stay intern programme, dealers and other affiliates who qualify will be able to send employees to learn about products, sales, marketing, display and promotions first-hand by working with experts.
Peavey Hollywood will feature an extensive lineup of musical instruments, amplifiers and sound reinforcement products. Interactive displays for Peavey's amplifier modelling software and iOS recording interfaces will engage musicians on multiple technology platforms, while a Peavey MediaMatrix system-which debuted in 1993 as the first networked digital audio system, and is currently installed in more than 10,000 venues worldwide, from the US Congress to Beijing Capital International Airport in China - will control audio, lighting and video demonstrations simultaneously from an iPad. The space will also allow Peavey to test products, displays and services.
A section of the showroom is dedicated to the history and philosophy of Hartley Peavey, the founder, sole owner and CEO, who built his first amplifier as a teenager in 1957.
"As a technology company that is dedicated to innovation, we have to be able to move quickly and adapt to the needs of consumers," said Peavey. "Peavey Hollywood enables us to create marketing opportunities that will bring immediate benefits to all of our brands and distribution channels."
Hartley Peavey will be on hand during the 1 September festivities, which will include artist and celebrity appearances, musical performances and more. Peavey Hollywood is located at 7422 Sunset Boulevard in Los Angeles.
(Jim Evans)
