Prescriptive Music

In the Mood for Food

admin — Wed, 09 May 2012 22:42:54 +0000

Published in Gourmet Live 05.02.12 Fine dining is about soft lighting, elegant plates, and impeccable service. But as Julia Savacool learned from leading scientists, it’s about something else, too: The right tunes can make or break your dinner experience

It’s 9 p.m. on a Saturday and my companion and I are tucked away at the corner table at our favorite Italian restaurant on New York’s Upper East Side. We order carciofi alla Romana (grilled artichokes in olive oil and garlic) and crespelle alla Fiorentina (eggplant cannelloni filled with ricotta and spinach), which arrive bursting with flavor and demanding the presence of a classic Chianti. Presented with the dramatic flair of old-school Italian waiters, drink and food soon transport me to another place and time. Over the stereo system, emotion-filled strains of “O Sole Mio” layer in amid the clinking of silver against porcelain and glass against glass. By the time the tiramisu and cappuccinos arrive, I have completely left my New York existence behind and am fully immersed in la dolce vita. In the background, Andrea Bocelli begs us to linger a little longer with his impassioned rendition of “Con Te Partirò.” “I feel like I’m back in Rome,” I whisper.I’d have sworn it was the meal that whisked me away to one of my favorite cities in the world, but as it turns out, something totally unrelated to olive oil and Chianti may have been driving my dining rapture. According to a 2010 study in the journal Musicae Scientiae, playing songs related to the ethnic origins of a certain food can greatly enhance a person’s preference for this type of cuisine. “Music may trigger certain memories,” says study author Joanne Yeoh, PhD, a researcher of music and consumer behavior. “In other studies, I’ve asked people to perform mundane tasks while background music was playing. Afterward, I stop the music and ask them to think about a food they’d like to have. Most of them choose a food associated with the music.” They do this despite the fact they can’t recall what music was playing, adds Yeoh, indicating that music influences our dining desires in a subconscious way.

Double the Pleasure

When it comes to music and food, there’s more at work than just memory recall. Researchers at McGill University in Montreal have found that when people listen to music, it activates an area of the brain responsible for the production of dopamine, the body’s “feel good” chemical, which transmits signals for the body to seek out more of what is giving it pleasure. No surprise, this is the same chemical that drives people to eat more cake and have more sex. “In evolutionary terms, the purpose of dopamine is to reinforce behaviors that are highly adaptive,” says study author and neuropsychologist Valorie Salimpoor, PhD. For instance, food and sex are, by necessity, pleasurable: Should humans cease to pursue either one, survival of the species would be imperiled. But music? Hardly something we think of in survival terms. “It is interesting that something as abstract as music can elicit a similar dopamine response,” Salimpoor admits. In fact, study participants experienced a 6 percent to 9 percent increase in dopamine levels when listening to pleasurable music, versus a 6 percent increase associated with eating pleasurable meals. Now imagine the dopamine boost that comes from combining the two.

Restaurant Gold Mine

It’s no surprise, then, that people in the food business see music as a clever tool they can employ to their advantage in numerous ways. “Using the five senses in merchandizing is a reasonably cheap way of defining who your customers are,” states Paco Underhill, author of Why We Buy: The Science of Shopping. “If you can match your music to your customer, you increase her ability to identify with your brand.” That brand recognition can build brand loyalty; loyalty, in turn, brings repeat customers—the gold standard all restaurants reach for. That promise explains why, although the marriage of food and music is thousands of years old, it still attracts researchers seeking to unlock the perfect formula. Scientists have probed the relationship from many angles. One study found that slower tempos can encourage diners to linger longer over their meals, ostensibly buying more items off the menu. On the other hand, up-tempo tunes tend to encourage rapid dining—not a bad trick for a maître d’ trying to speed along tables during rush hour.

Finding the right balance between beats per minute, decibel level, and genre of music isn’t easy—but it’s critical. A recent study in the Journal of Culinary Science & Technology found that diners prefer music over silence but will quickly form an unfavorable impression of their meal if the background-music level forces them to strain to converse.

The risk of turning off customers is so great, and the potential of increasing a customer’s pleasurable dining experience so high, restaurant managers have good reason to think seriously about their choice in musical selection. “What was once largely driven by intuition is now driven just as much by science and technology,” notes Underhill.

Sensing a market niche in need of a leader, Allen Klevens stepped in to fill the void. “The choice of music can make or break the dining experience,” believes Klevens, who formed his company, Prescriptive Music, in 1999. Today, it is the fastest-growing music-sensory branding firm, pocketing a 40 percent increase in profits in 2011 over the previous year. “Restaurant owners are realizing the right soundtrack can increase sales. There is no question that if you like the music, you will linger longer over dinner or order more drinks at the bar.”

To maximize his business model, Klevens sends a team of music consultants into the restaurant space with a detailed checklist of criteria: What is the lighting like? The room shape? Decor? “The most important thing is talking to the chef,” says Klevens, who counts Wolfgang Puck and the Four Seasons hotel group among his clients. “We want to understand the flavors, the subtleties of the chef’s style. People talk about pairing wine with food. I think of it as music pairing.” Sometimes, he adds, contrast works as well as complement: At the Beverly Hills steakhouse Cut, Klevens chose to play against the stark, modern decor with a playlist of classic rock, including Pink Floyd and Elton John.

Moreover, you need to be able to adapt your soundtrack to the time of day, day of the week, and even the type of customer you’re serving at any particular meal. As part of creating a customized music plan, Klevens connects his clients’ sound systems remotely to his office computers, so workers can be ready at a minute’s notice to make adjustments to sound, volume, and genre.

No longer a fledgling industry, customized music is now an essential component of the high-end restaurant experience. “We can literally alter your music in a matter of minutes,” Klevens reports, adding that his team does this regularly when a celeb makes a surprise visit. “If Beyoncé walks into your restaurant and you want to drop her songs in the mix every fourth track, we can do it almost instantly.”

As sound technology improves, Klevens believes demand for his services will continue to grow. “Music is the butter on the bread,” he says. “We’re that little extra thing that makes your food taste better.”

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Prescriptive Music accommodates all ages at La Costa Resort & Spa

admin — Wed, 09 May 2012 22:31:14 +0000

La Costa Resort & Spa has teamed up with Prescriptive Music to give resort guests the experience of a lifetime. Located only a few miles shy of the beach in Carlsbad, California, La Costa has a wide array of amenities that can fulfill business travelers to families on vacation.

La Costa has an abundance of music selections that ranges from Top 40’s hits like The Black Keys and Beyoncé to more kid friendly music including Selena Gomez and the newly popular, One Direction. With a wide variety of very family friendly activities which include their Kidtopia Kids Club that offers a nursery, a night camping program on the weekends, a craft center, and a 600 gallon aquarium for kids to adorn. The Resort also offers a ceramics class, a reptile show, a water slide area and surfing camp and when the night is about to wind down, patrons can head over to a fire pit for smore roasting fun. Visit the new Edge Pool (for adults only), modern poolside atmosphere mixed with the hottest music hits. Certain evenings also feature live music from local bands and DJ’s. Spend the next night at La Costas Diversions Sports Bar where diners can sample an array of cocktails and beers on tap to enjoy. Diversions plays the best in alternative rock like the Foo Fighters, but also offers classic rock hits from The Rolling Stones to Led Zeppelin.

La Costa also has a wide variety of dining that can satisfy any appetite. Their six different dining areas use local and fresh ingredients and provide guests with great vegetarian options. From the great amenities to customized music, La Costa Resort & Spa is a place for everyone in the family to enjoy.

Gusto & Prescriptive Music Create the Ultimate Italian Experience

admin — Thu, 03 May 2012 17:03:10 +0000

Iron Chef contestant Victor Casanova opens Gusto with an Italian twist from Prescriptive Music. Conveniently located on Third Street in the depths of West Hollywood, Gusto is the new ristorante italiano that comfortably seats 35 patrons to enjoy Chef Casanova’s farm to table Italian food.

Gusto offers you the best in Italian food as well as the up-tempo and modern selection of music creating a fascinating and enjoyable atmosphere. Prescriptive Music incorporates the popular and Italian sounds of Giusy Ferreri and Eros Ramazzotti as well as modern rock hits by The Black Keys and Bombay Bicycle Club. Although only offering a dinner menu, Gusto and Chef Casanova bring on bold Italian flavors from your grandmother’s kitchen in a modern and inviting ristorante. Gusto offers the best in local produce as well as house made pastas to give you that authentic Italian experience. From craft beer, boutique wines to great Italian Food, Gusto is your own personal Italy.

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Prescriptive Music accommodates all ages at La Costa Resort & Spa La Costa R

Rock’n Fish & Prescriptive Music Keep It Fresh

admin — Tue, 01 May 2012 23:26:39 +0000

Take a trip down to Manhattan Beach and you’ll find yourself at Rock’n Fish where the food is always served fresh and where Prescriptive’s contemporary and classic sounds are always playing to uplift your spirit. Restaurant goers can enjoy various types of music ranging from The Rolling Stones to Passion Pit, meanwhile treating themselves to one of Rock’n Fish’s famous plates like the delicious blue cheese wedge or the oak grilled artichoke.

No matter your mood, this restaurant has something for your liking. The food varies from steak, seafood, salads, burgers, and many more appetizing dishes. If you’re in the mood for cocktails, this restaurant has an extensive cocktail and wine menu. The Navy Grog rum cocktail comes highly recommended amongst regulars. The welcoming atmosphere and dedicated staff will have you feeling right at home, so come and indulge yourself at Rock’n Fish.

Prescriptive Music rocks all Three Rock’N Fish Locations Rock
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Charlotte Gets a Taste of Wolfgang Puck & Prescriptive Music North Caro

Las Casas B+B Wakes Up To the Sounds of Prescriptive Music

admin — Thu, 26 Apr 2012 17:43:11 +0000

Nestled in the heart of the historic town of Cuernavaca, Mexico, Las Casas B+B has added a little more than great hospitality and amazing location to their services with the musical flare of Prescriptive Music. As you enjoy the warm atmosphere in the “City of Eternal Spring”, you will also have the benefit to listen to an array of music, which includes the indie Grammy Award winning Frou Frou to classics of Nat King Cole and Smokey Robinson. Las Casas adds today’s top hits as well as a funky Latin flare like the ever popular Bebel Gilberto to spice up their ambience. From the classic Mexican décor to the amount of privacy, Las Casas also is walking distance from historic ruins and museums, like Cortes Palace for the sightseers as well as amazing restaurants and bars for the ones who enjoy the nightlife. Las Casas houses an amazing restaurant that offers great food, like their house burger as well as the selection of wonderful cocktails. Las Casas also holds two swimming pools, one more open for time spent with family and a more private pool to enjoy a nice getaway in the 82.3°F average weather. If the chic and authentic decor wasn’t enough, Las Casas B+B has a wonderful and the best friendly staff that Cuernavaca has to offer. Las Casas B+B is your perfect home away from home.

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Charlotte Gets a Taste of Wolfgang Puck & Prescriptive Music

admin — Tue, 24 Apr 2012 23:02:07 +0000

North Carolina is excited to welcome the new Wolfgang Puck Pizza Bar where innovative flavors meet the eclectic sounds of Prescriptive Music. Wolfgang Puck has made a name for himself through his passion for food by always using the freshest ingredients in his delicious cuisine. His restaurants can be seen in major cities such as Los Angeles, Las Vegas, Detroit, and now in the city of Charlotte. Wolfgang Puck’s world renowned menu debuts in April 2012. The restaurant will feature a modern-chic atmosphere blended in with familiar music from artists such as The Rolling Stones, Feist, and the Black Keys.

The music will also encompass local characteristics with southern artists like Jason Aldean, Dierks Bentley, and Luke Bryan. Wolfgang Puck’s extensive menu will include pastas, salad, oven-roasted dishes, a full bar, and of course his signature pizzas. The appetizing flavors, stylish music vibe, and inviting space will make you feel right at home. Stop by soon and get a taste of the master chef’s delicious creations!

Prescriptive Music Celebrates Flagship Four Seasons Toronto Grand Opening

admin — Mon, 23 Apr 2012 16:57:45 +0000

Opening summer of 2012, the brand new Flagship Four Seasons Hotel with Prescriptive Music’s continued partnership is promised to become the finest place to stay in Toronto. Fifty years ago a modest hotel was built in Toronto not knowing that years later it would become one of the grandest hotel chains in the world. Even though that original hotel has now closed, the brand new Flagship Four Seasons Toronto will establish its new home on 60 Yorkville Avenue. Guests will be welcomed into the hotel by an eminent Victorian carpet that wraps around an immense four story high fountain. There will be three buildings on the property overlooking the exuberant streets of Yorkville.

Two of them will be connected by a skyway bridge, meanwhile the third building will be used for events. The new hotel is said to feature modern furnishings, floor to ceiling windows, marble bathrooms, and deep soaking tubs. Suites will be equipped with interactive tablets, hidden televisions in mirrors, and easy climate control options. Within the hotel, guests will be able to dine at the DBar or at Café Boulud. One of the features that sets this luxury hotel apart from others is their magnificent spa which will be fully fitted with 17 customizable treatment rooms, a relaxation pool, a full service salon, fitness center, and a yoga studio. The warm and inviting atmosphere alongside The Four Seasons world renowned service creates the ideal destination to stay in Toronto.

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Coachella Doing It Big in 2012

admin — Fri, 13 Apr 2012 00:03:55 +0000

On January 13th, 2012 at 10 a.m., thousands of music junkies savored that faithful moment when the Coachella Festival tickets finally went on sale. By then, it was a race against time to get the hottest ticket in town to one of the biggest festivals to hit the west coast. With 130+ acts, the lineup brought spectacular interest. By 1:00 p.m. PST, all tickets were sold out.

Thousands will gather in Indio, California to witness the music power house that is Coachella. This year the festival will be held over two separate weekends for the first time ever, proving that Coachella has immensely grown in popularity over these past couple of years. The lineup includes Radiohead, Kaskade, Arctic Monkeys, and David Guetta just to name a few. There will be 5 separate stages with music carrying on non-stop. This is good and bad. On the one hand more stages = more artists, but on the other hand this can lead to schedule conflicts. What bands will you have to choose? Is it going to be between The Black Keys and M83? Dr. Dre & Snoop Dogg or Avicii? The choice is yours, so make sure to plan accordingly. Here are some additional artists that I’m looking forward to seeing: Kendrick Lamar, DJ Shadow, Frank Ocean, First Aid Kit, Dragonette, Morgan Page, Santigold, The Weeknd, and The Growlers.

While the artists performing at Coachella cause all the rage, there are also other features to be on the lookout for. Each year they feature remarkable installation art and sculptures. The attendees will be able to enjoy the interactive art throughout the Coachella grounds, which in previous years has been graced with artwork from Hotshot the Robot, Robochrist Industries, and The Do LaB. Also, they always have limited addition posters created by the artist Emek, so try to get your hands on one of those babies.
Every year Coachella tries to promote their attendees to take the green route by carpooling to reduce their carbon footprint. For those of you who choose to carpool with 4 or more people in one car and have the word “Carpoolchella” displayed somewhere on your car, you’ll have a chance to be selected by a “secret spotter” to win V.I.P. passes for life for everyone in the vehicle. Another thing to note on your Coachella to-do list is if you bring 10 empty water bottles to recycle, you will be given one fresh water bottle in exchange. This is part of Coachella’s partnership with Global Inheritance where they created the 10 for 1 recycling program, which was implemented in 2007.
So ladies and gentlemen, get ready for the biggest music festival in California. This year the temperature is predicted to be around the 80’s with 40% chance of rain, so you won’t be sweating bullets (unlike the previous years). Because of Coachella’s close proximity to Los Angeles, a number of celebrities attend the festival, but this writer is most excited to spot Danny DeVito, who attends almost every year. If the Penguin from Batman Returns approves, you are sure to have an amazingly awesome experience.

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San Fernando Valley Business Journal – “Prescriptive Music had a 40% increase in revenues in 2011″

allen@rxmusic.com — Fri, 06 Apr 2012 21:41:00 +0000

“Prescriptive Music Experiences 40 Percent Increase in Sales” – By the San Fernando Valley Business Journal
Thursday, March 8, 2012
The San Fernando Valley Business Journal is the best source for local business news. The award-winning publication prints top company lists, breaking stories, big deals, business advice, executive profiles … the news and information that helps you understand and succeed in your local business environment.

Prescriptive Music, a Woodland Hills-based music branding firm, announced a 40 percent growth in sales over the past year, marking three consecutive years of growth.

Since 1999, the company has provided music programming services for restaurants, retailers and hotels.

Over the past year, the company’s roster of clients has grown exponentially to include hotels and restaurants in China, Macau, The Maldives, Ireland and The United Arab Emirates.

The company’s restaurant business, which includes big-name clients such as The Cheesecake Factory and Umami Burger, has been its largest growth sector, accounting for about 30 percent of its business over the past year.

“As the hospitality industry continues its strong rebound, we have seen a surge in client growth, companies wanting to differentiate themselves from their competitors by using innovative music branding,” said Allen Klevens, founder and chief operating officer of Prescriptive Music, in a prepared statement.

by Angela Melero
http://www.sfvbj.com/news/2012/mar/08/prescriptive-music-experiences-40-percent-increase/

Dillon’s Irish Pub Teams Up With Prescriptive Music

allen@rxmusic.com — Fri, 06 Apr 2012 18:39:53 +0000

Take a stroll through the Hollywood Walk of Fame and you’ll soon find yourself at Dillon’s Irish Pub. Dillon’s Irish Pub have partnered with Prescriptive Music to produce one of L.A.’s best sports bars with a great ambience.

You can enjoy a $3 beer while listening to some good old favorites such as Led Zeppelin and The Doors to the most recent top 40 hits from artists like Kanye West and Foster the People. Dillon’s Irish Pub offers a vast menu with exceptional prices. Along with their fully stocked bar, try their delicious avocado fries and one of a kind macaroni and cheese burger, while enjoying the big game on one of their many flat screens. Set in the heart of Hollywood, Prescriptive Music has helped make Dillon’s the perfect place to kick back and enjoy a pint.

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