Donna and Andy Favatella

Donna and Andy Favatella have always known that space came at a premium. As owners of Rockaway Music in northern New Jersey, this husband-and-wife team spent their first five years in a 1,200 square-foot location, where they managed to find floor space to display a range of Yamaha acoustic and Clavinova digital pianos and even fit in two small classrooms. Through encouragement from loyal customers, piano students and teachers who praised the couple's customized service, Donna and Andy decided to move into a larger store. Last August Rockaway Music relocated to a 4,000 square-foot storefront along a heavily trafficked highway in nearby Morris Plains, NJ.

"We're thrilled with the new location," explained Andy. "Not only is it more convenient for our customers but we've gained the space to spread out and have as many as four large classrooms, which our students will certainly appreciate." Favatella is referring to the popular piano and organ lesson programs offered by the store's friendly teaching staff to more than 100 students ranging in age from 4 to 75.

Together the Favatellas recognize that what sets them apart from other music chains is their personalized service and familiarity with their clientele. "Our customers enjoy the family atmosphere of our store," said Andy. "We really get to know them and their preferences and enjoy taking the extra time with our customers--something they appreciate," added Donna.

Their knowledge and enthusiasm for the Clavinova has left a lasting impression on many customers over the years. For the Favatellas, getting people excited about the Clavinova sometimes means taking the demonstrations outside of the store. In fact, Rockaway Music dedicates a lot of time to building exposure for the Clavinova at area shows and Costco/Price Club locations, where they have been a Northeast dealer for the past 5 years. "Between the guide lamps and the fabulous sounds, the CVPs appeal to everybody-including people who wouldn't ordinarily come into a music store-which is why we show them outside the store," explained Donna. "Wherever we demonstrate them, they build so much excitement that people remember the brand. That's why the Clavinova remains our best-seller."

The spatious interior of Rockaway Music

While the Favatellas will continue to do outside promotions, they look forward to developing their expanded as a comfortable home base that customers will enjoy visiting. As Donna explained, "When you have ongoing relationships like we do, it's nice to have the space for customers to pop in whenever they're nearby."

A typical customer of Rockaway Music visits periodically over the years to buy books, disks or tradeup. Sometimes they even stop by to say "hi." "Unlike most stores who sell and never see their customers again, we see ours many times," stated Donna. "We still see customers that we sold to five years ago. It's great to know you made such a wonderful impression on your customers that they want to come back again."

Case in point, the Favatellas first met Les and Rae Weiner in May 1993 when they came into the store and purchased a Yamaha Electone. Since that time they have purchased four Electones, and just recently bought a CVP98. In addition to buying for themselves, they also purchased a Yamaha piano, Clavinovas and Electones for their three children. "The Weiners have become more than just customers of Rockaway Music-they have become part of the family," commented Andy.

Andy Favatella demonstrates the Clavinova to customers