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THE MUSIC TRADE REVIEW
Making the Warerooms Basement a Part
of the Music Store's Display Rooms
How the D. Z. Phillips Music Co., of Pueblo, Colo., Has Given the Music-buying Public of That
City Something New in the Way of Demonstration Rooms
Forced to increase the floor space and being
pUEBLO, COLO., August 25.—By utilizing a
i portion of the basement as salesrooms, the unable to rent a storeroom on either side, or to
D. Z. Phillips Music Co., of this city, has get higher up, and not desiring to move to
increased its floor space to a considerable ex- another location, the company turned to the
tent and given the music buying public of basement for relief. A stairway was cut from
Pueblo something new in the way of dem- the center of the main floor to the basement,
onstration r o o m s
that bids fair to be
exceptionally popu-
lar especially in the
Summer time. The
reason is that not
only are the base-
ment rooms cozy,
well lighted, well
ventilated, and beau-
tifully decorated, but
they are cool. No
matter how warm it
may be on the street
in front of the store,
it is cool in the
basement.
Some-
times the thermom-
eter stands at a hun-
dred or more under
the awning in front
of the store. With
such a temperature
Basement Display Room of the Phillips Music Co.
the main floor and the balcony salesrooms are a good ventilating system installed, and three
certain to be warm despite the number of elec- attractive salesrooms arranged. Painted in pure
tric fans that keep the air circulating. There is white with grey trimmings, artistic clusters of
about 20 degrees difference in temperature be- electric lights, soft, thick carpets, paneled walls
tween the main floor and the basement rooms and ceilings and the partitions largely con-
and the difference is enough to attract customers structed of French doors, these three rooms
downstairs when they seek to pick out a phono- really are more attractive than anything on the
graph record or listen to the tone of a piano. main floor or on the balcony. Wicker furni-
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ERE'S a typical example
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H
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Player Roll
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There's a complete line of Udell cabi-
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THE UDELL WORKS, Inc.
28th Street at Barnes Avenue
INDIANAPOLIS, IND.
SEPTEMBER 6, 1924
ture with .bright colored tapestry invites the
customer to sit and listen—and buy.
Two of the new rooms will be used as phono-
graph looms while the third will be used for
pianos—and it is large enough to accommodate
seven or eight pianos at a time.
Another feature of the basement rooms is
that the tone qualities of pianos and phono-
graphs seem to come out better than they do
upstairs. One of the reasons for this is that
the rooms are more of the size of rooms in a
home while the ceilings are about the same
height as those in the ordinary residence.
While at it, the company remodeled the up-
stairs room, put in new hardwood floors and
redecorated the place from top to bottom, and
now the floor space is the largest of any music
house in Pueblo and is exceeded only by some
music stores in Denver. This is the second
time the firm has had to remodel since it
opened for business seven years ago. The first
time the balcony salesrooms were put in and
the second time the basement rooms. This
Winter a complete radio department will oc-
cupy most of the balcony while the rest of
the balcony will be used to demonstrate for-
eign records. There is a good trade among
the foreign element in Pueblo for phonograph
records in foreign languages and this is one
thing that music stores here must take cog-
nizance of. The customers of this sort may
come in dressed in overalls, calico wrappers
with shawls over their heads and talking in a
mutilated English that makes it difficult for a
salesman to understand, but they like music-
just as well as any other class of people and
they plank down the cash when they make their
purchases, although their purchases may not
be large ones at a time.
The D. Z. Phillips Music Co. is the youngest
music house in Pueblo as far as number of
years is concerned. Other music companies
have come into the city since Phillips opened
up, but have since departed for various reasons,
and in spite of the long establishment of com-
petitors, Phillips has built up a big business
in all lines of musical instruments and sheet
music. He has eight salesmen, more than any
other music firm in the city, and claims to be
the only firm having a complete repair depart-
ment and owning its own delivery truck.
The firm handles for the most part nationally
advertised lines. Mr. Phillips, president of the
firm, considers this is fairer to the customers
than any other music business practice and it
cuts down the sales efforts. In the piano line,
the Knabe is the leader. Among the other
lines handled are the Ampico reproducing
pianos, Gulbransen registering piano, Hallet &
Davis pianos and players.
In case another enlargement of floor space
becomes necessary, it is a question whether
Mr. Phillips will build an extension over the
sidewalk or tunnel under the street.
Canton Music Dealers to
Participate in Autumn Show
Eight of the City's Leading Music Houses to
Have Displays of Their Lines at Exposition
Running From September 17 to 20
CANTON, O., September 2.—Canton music dealers
are making comprehensive perparations for the
Autumn Exposition which will be held from
September 17 to 20, in which eight of the city's
leading music houses will participate. Chairman
Milton Lefkovits has urged music dealers to
present window displays featuring the newest
models in talking machines and other musical
merchandise.
In former years the Autumn display days
have been confined largely to men's and
women's wearing apparel and shoes, but this
year other lines of merchandise will be repre-
sented. Most of the music houses will offer
some special event inside the store in the way
of informal concerts or radio programs.