CMT : Generally speaking , from March to now , how has your store weathered the pandemic and the many challenges it has brought ? What ’ s been most challenging , and have there been bright spots to emerge from it ?
Tom Morgan : To continue the theme of your question – “ How have we weathered the pandemic ?” – we are like a ship that has come through a once-in-a-lifetime series of unrelenting storms . In Alberta we have been hit by both the pandemic and the oil and gas industry decline . We are battered , broken , listing badly , and desperately trying to make it to port for repairs . So , no bright spots . We haven ’ t seen the sun ; the dark clouds still obscure the sky and our future .
Sam Trachilis : When the waves are crashing and the storm is upon us , you have to hold on tight . If there ’ s one thing this pandemic has taught me , it is that you have to stay calm . Your whole team is counting on you to keep it together . Yes , there ’ s managing the cash flow , layoffs , selective purchasing , and reduced hours that come with staying alive . The only good thing that comes from a storm like this is if it doesn ’ t kill you , it will make you stronger .
Sergio Travaglione : The bright spot is the online department has been seeing an extremely larger amount of activity and sales . As of March to the present day , we have weathered the storm in a figure of speech but not without its challenges . The hardest part was being forced to downsize our staff and yet forced to process , package orders , and ship with a third of the staff .
Nori Wentworth : Generally speaking , we have done quite well . We were able to quickly adapt our stores to offer curbside sales , an interactive chat through our website , and put focus on online sales . The most challenging aspects have been getting inventory from our suppliers . Customers are very impatient these days and don ’ t like waiting long to buy products . I ’ m seeing a lot of new customers in the past six months as people that are taking up an instrument for the first time . Hopefully this will equate to an influx of future long-term customers .
Ken Wilson : Generally speaking , we are weathering the pandemic well , so far . During the lockdown period we cut expenses , in part by laying off staff for a few months . We also closed up some rented storage space and used our empty lesson studios for storage . Our lesson department moved online . We lost about 37 % of our students overnight .
The bright side is we spent considerable time updating our online store , which paid off for curbside pickup ! Extending our lesson offerings to online also expanded its reach outside our geographical area !
CMT : Over the last six months in your store , what product categories have struggled and which have done best ? Why do you think that ’ s the case ?
Morgan : For us , it ’ s not really a matter of product categories doing good or bad , sales and traffic are just down all over . We sold out of lower-cost acoustic guitars but that is also a factor of stock availability and worldwide production restrictions after the factory shutdowns .
Trachilis : If you ’ re in the business of renting band instruments and giving private music lessons , you ’ re going to feel the pain . The sooner band programs open up and the masks can come off , the better . The sales are there , so that ’ s good . Guitars , ukuleles , keyboards , everything is selling ; but man , losing that rental and lesson income hurts .
Travaglione : I would have to say that both the MI and recording divisions have seen the biggest upswing .
Wentworth : The hardest hit aspect of our business has been rentals . Both PA and band instrument rentals for schools are down . Recording interfaces and mics have seen a huge jump , along with acoustic guitar sales . When people got stuck at home , they of course needed something to do , so why not learn an instrument ?!
Wilson : Lessons , music books , and accessories have taken the largest hit over the past six months . Instrument sales have increased and have been steady since April . It may be that with people spending more time at home , they turn to music for mental health reasons .
CMT : Looking ahead to 2021 , which product categories do you think will perform best and why ? Do you see any trends emerging ?
Morgan : I don ’ t have any perspective on 2021 or emerging trends . If anything , I would guess that a lot of cheap guitars will flood the used market as all these people that thought they might “ learn guitar ” during COVID give up and never touch it again .
Trachilis : “ The Guitar is King .” Not sure who said it but it sure is proving to be true . Everyone is sitting at home wanting to be happy . “ Music is the weapon of the future ” is what Fela Kuti would say . It seems like everyone is realizing that making music is the one thing that brings them peace and joy in these sad times . 2021 will see a spike in guitar and fretted instrument sales , especially now that school band programs are switching from the clarinet to the ukulele and guitar . Keyboards , recording , and percussion all look promising . Should be a fine ride !
Travaglione : I don ’ t see any particular category standing out more than what we ’ ve been experiencing . I would hope to see an increase in the pro PA and lighting departments .
Wentworth : Looking ahead to 2021 , I foresee growth in PA sales and step-up instruments . I ’ m hoping that all these new musicians will form bands and start performing once venues open up again . Or at the very least , now have the musical bug and start buying better gear .
Wilson : Instrument sales should continue to be strong going into 2021 . In particular , instruments that offer all-in-one melody , harmony , and rhythm , such as guitars , ukuleles , pianos , and keyboards .
CMT : As the second wave of COVID-19 continues to rise throughout Canada , it could be a tough winter for many businesses across our industry and elsewhere . What have been the biggest lessons learned for you during the last six months that could help your business now and into 2021 ?
CANADIAN MUSIC TRADE 25