A virtual press conference from Sound & Video Contractor


~ Retail Store Incorporates Auralex Products into Floor Plan ~

Sam Ash stage featuring AuralexCLEARWATER, FL — Visit any Sam Ash Music Store at any given time and you’re guaranteed to hear somebody making music. Playing the incredible selection of instruments — ranging from guitars, keyboards and drums to brass and woodwinds — is not only allowed but also encouraged. As an authorized dealer of Auralex Acoustics’ complete line of acoustical treatments, Sam Ash has begun to incorporate Auralex materials into the floor plan of its stores, creating an avenue to display its merchandise while also balancing the sound levels in its showrooms.

Sam Ash is using Auralex’s acoustical treatments in real-world situations throughout its stores. Its Clearwater, Florida location, for instance, recently received a sound makeover from the industry leader in sound control solutions. The location features a selection of Auralex’s foam treatments, pArtScience SpaceArrays and SpaceCouplers, GRAMMA Isolation Risers, EcoTech panels and SonicPrint panels, as well as its Designer Series Foam Kits in its live stage/showroom area. Auralex treatments were employed to not only enhance the sound quality but to also contain the sound within that area while keeping within the store’s existing open floor plan.

“I decided to use Auralex on the stage at our Clearwater location because many of our customers thought that Auralex was only for the studio,? says Mike Aurigemma, director of merchandising and special projects at Sam Ash Music. “By incorporating Auralex into our showroom, we are further educating our customers on the use and benefits of acoustical treatments for live events.?

The showroom features a combination of Auralex’s foam products on the back and side walls, installed in unique diamond formations. These include the company’s Designer Series Treatment Foam Kits (DST114 and DST112s) as well as its 2? and 4? StudioFoam Pyramids. The back walls also incorporate Auralex’s SpaceArray and SpaceCouplers along with the company’s SonoFlatt panels, while its large 4’x10’ EcoTech panels are placed on the ceiling for added diffusion. Three custom SonicPrint panels, featuring the Sam Ash company logo and “Powered by Sam Ash? tag line were created specifically for the space and placed on either side of the stage and over the stage’s entrance.

“We have increased both sales and customer’s exposure to Auralex by creating more complex designs at our locations,? continues Aurigemma. “Customers are amazed at how you can modify the material to make more interesting and complex designs. My next high-profile project will be our Manhattan stores’ recording area where we will use the company’s ProPanel materials. This is a first for us, but I am confident it will turn out great. Auralex materials are easy to work with and just plain cool to look at.?

“Sam Ash is more than just an authorized dealer of Auralex’s acoustical products,? says Dave Paxton, director of operations at Auralex Acoustics. “As the largest family owned and operated nationwide chain of music stores, they understand the value of proper acoustical treatment and are working hand-in-hand with Auralex to provide its customers with the most appropriate and effective acoustical treatment for each specific project.?

Sam Ash carries all of Auralex’s core-products nationwide. In addition to its aggressive merchandising of Auralex’s products, Sam Ash also participates in special training programs with the company’s acoustical experts. This enables these locations to have a better understanding of the science of acoustics and allows them the ability to articulately address customers’ acoustical needs.

At the store level, sales personnel are able to obtain the dimensions and goals of each acoustical project directly from the customer. Auralex then provides the retail store with its expert analysis and recommendations, including potential problems with the design of the room, goals of the project and the materials needed. Sales representatives are then able to discuss this acoustical analysis with the costumer, including all the acoustical treatment options available, which are according to the project’s needs and budget.

“You can hear a discernable difference in our stores’ sound quality after the area has been treated with Auralex treatments,? says Sammy Ash, C.O.O. of Sam Ash Music Corp. “We are consistently looking at ways to maximize our customers’ retail experience in Sam Ash locations. With Auralex, we are able to provide our customers with a balanced space to test the audio gear and instruments throughout the store.?

About Sam Ash Music Corp.
Sam Ash is the largest chain of privately owned stores in the United States that sells musical instruments, electronics, and related supplies. With 48 Sam Ash stores across the country, its inventory includes musical instruments and accessories, sound and recording equipment, sheet music, videos, computers and music software, covering every musician’s needs. For more information, visit www.samashmusic.com.

About Auralex Acoustics, Inc.
Located in Indianapolis, Auralex Acoustics was founded in 1977 with a mission to provide top-performing acoustical treatment products at the best value. Since then, thousands of satisfied Auralex customers have experienced improved acoustics, expert advice and exceptional customer service. Auralex products enjoy widespread use among prominent artists, producers, engineers, corporations, celebrities and government agencies.

Auralex Acoustics has become the industry leader in innovative sound control solutions and continues to enjoy rapid growth through an international network of authorized dealers. Visit the Auralex web page at www.auralex.com. Auralex can be reached via email at auralexinfo@auralex.com or by calling 1.800.959.3343.

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August 2009
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