“Back to School” has traditionally been one of the strongest sales seasons of the year for many MI retailers and rentals of band and orchestra instruments typically ramp up in the weeks and months leading up to the fall semester. However, as the world – in particular (unfortunately), the U.S. – struggles with an ongoing, crippling pandemic, old rules no longer necessarily apply. In fact, many school districts and individual institutions of learning are not necessarily even planning to reopen this September.
We reached out to over 500 dealers to see what they’re doing in 2020 to both reach out to potential customers and also assure students and their parents, alike, of safety precautions being taken.
Note: as information and safety recommendations regarding COVID-19 are changing nearly on a week-to-week basis, it’s a given that some of the responses below may have evolved since they were provided.
If you have experience with “Back to School” sales, what types of events or approaches have you found to be most impactful?
“August and September had replaced December as the biggest sales time of the year. But with the virus this year I don’t expect our fall numbers to even reach a normal month’s level.”
Steve Zampino
Jupiter Music
Jupiter, Florida
“Try it, take it home to be sure. [Customers] may return, exchange for extended period. Now, stringent cleaning and prep needs communicated to customer.”
Ryan Smith
Beacock Music
Vancouver, Washington
“A single low price that includes the first month rental and all accessories.”
Donovan Bankhead
Springfield Music, Inc.
Springfield Missouri
With COVID-19 impacting both the retail and academic landscapes, are you adopting new strategies when it comes to this year’s promotions and, if so, what are you doing?
“With beginning B&O programs on the chopping block, we’re concerned about new rentals in the fall. We’re trying to find ways to get people to start up, even if school doesn’t support beginning music – perhaps connecting them with private teachers, group lesson online, et cetera.”
Spike Klein
The Magic Flute
San Rafael, California
“We’re playing it by ear, as things here in New Jersey seem to change every other day. We’re just doing our best to make sure we capitalize in whatever fashion we can while trying to operate in today’s climate.”
AJ DeLong
The Music Den
Randolph, New Jersey
“Our back-to-school activity centers around instrument rental. Since in-school play testing didn’t occur this spring, we will promote in-store play testing. We are also stepping up our instrument prep by wrapping mouthpieces and bagging instruments after cleaning/sanitizing. We hope this will bring additional assurance to customers that the instruments are safe to rent.”
John Eicher
Pfabe’s Music
Painesville, Ohio
“We are as busy as ever, in part because so many stores are closed, so I don’t see us doing anything different at this time. Our large ticket items (band instruments, guitars, keyboards, and amps) are always on sale at MAP, plus we have a rewards program.”
Don Jensen
Jensen Guitars
Longmont, Colorado
“No promotions. We’re only open part-time, and in Wales one still cannot travel more than five miles, so extra visitors are not to be encouraged.”
Joanne Julier
Cerdd Ystwyth Music
Aberystwyth, Wales
United Kingdom
Figuring out how to clean hard, exterior surfaces of instruments is fairly straightforward, but how are you addressing the sterilization and sanitization of interior components of some rental instruments (e.g. the pads on saxes, clarinets, flutes, et cetera)?
“Our techs are very adept in their sanitization procedures while remaining cognizant of moisture’s effect on various pad exteriors. They use a variety of technics depending on the age and condition of the pads.”
Jerry Vesely
Vesely Music
Parowan, Utah
“We don’t touch them until they have aired out and dried completely for at least five days.”
Paul Winter
A to G Music
Osseo, Minnesota
“We have a huge sonic cleaner that resembles the world’s largest deep fat fryer to make sure the instruments are sterilized. It’s pressed into service on every rental return.”
Tim Bascom
Morgan Music
Lebanon, Missouri
“On the pads an alcohol wipe, and a swab with alcohol hold on clarinets, wooden ones get a follow up of oil.”
Mitchel Banks
Don Banks Music
Tampa, Florida
“We let them sit for three days (from what we understand, the science of “soft surfaces” indicated that COVID can last up to three days) before touching them, then post-repair they should sit for three more days.”
Jen Burleigh-Bentz
Brickhouse Music
River Falls, Wisconsin
