Festivals Stir Up Excitement - and Sales

There’s nothing scary about these monsters—the fun-filled Monster Ensembles, at Clavinova Festivals. Two retailers recently made group Clavinova Ensembles conducted by Yamaha artist David Benoit, the centerpieces of their Clavinova Festivals, featuring many of Benoit’s popular Peanuts compositions and other tunes from his CDs.

Last November, 300 students, ages 6-16, from The Piano Gallery in Salt Lake City performed at the Riverside Junior High School auditorium on 12 Clavinova CVP103s, CVP105s, CVP107s, and a CVP109 which Benoit played when he wasn’t conducting. Store Manager Joyce Shomaker, Promotion Manager Geoff White, and Coordinator Sandy Bryan note home visits with teachers prior to the festival especially paid off. “Our teachers and students purchased six CVP109s and two CVP103s,” Shomaker says. “It was a successful selling event, especially since those who purchased 109s were given 107s as loaners.” The CLP920 winner, 12-year old Haley Anderton, also “purchased up,” trading it in for a CVP103.

This, the Piano Gallery’s second festival, proved the value of adequate planning and performance time.

“The first year we had no sales; this year we increased tenfold our planning time, and sold eight instruments,” explains Shomaker. “And since the concert went on a little too long-just over two hours-next year’s festival will last three days. Everyone had a great time, and David was really nice with the kids, really ‘with’ them.” Benoit also performed at a private in-store reception for students and families.

Piano Distributors in Sarasota, FL held its fourth Clavinova Festival last November at Booker High School Theater, with Benoit conducting a Monster Concert featuring 14 Clavinovas. Ensemble performances by 268 students, ages 3 to adult, culminated months of preparation with 14 teachers. Each teacher received a master disk of songs to be performed, and assigned specific instrumental parts to each student. “Some students performed purely live without even a sequence to follow; others played their parts that were dropped out of the master disk,” says Piano Distributors VP and General Manager Bob Secker. “There were some really outstanding performances.” Fourteen-year-old CLP920 winner Tiffany Zangari posed with her family in a publicity photo taken at the store.

Benoit signed all 14 onstage Clavinovas, and only two signature units remain unsold. “I’d seriously encourage any dealer who hasn’t participated yet to do so,” says Secker. “Our coordinator, Kelly Gibson, did a great job. Festivals are time-consuming for anyone who has to run a store, so hiring Kelly was essential.”

Also, last November, Falcetti Music held its first Clavinova Festival at its Springfield, MA store. Manager George Garber readily admits, “I was a pessimist about holding it. But, it did indeed live up to promised benefits. Hosting this Festival, plus going to Japan to visit the piano factory, formalized that Yamaha really has their act together.”

Sixty-five students, ages 5 to 43, participated, and five of the ten involved teachers were from outside the store. “Traffic was brisk, and many who attended were first-time store visitors.” Kristen and Leah Gernux played a duet in the Festival, and their family won the CLP920.

“We sold one CLP103, and residuals from this successful event continue. For us, this was not a one-shot deal,” says Garber. “Parents learned what Clavinovas can do, and we created a great deal of interest where we never had it before. I’m definitely sold on this program, both for sales and education. We’ll hold first-time Festivals in our Enfield, CT and Pittsfield, MA stores this spring, and another fall Festival here in 2002.”