Nordstrom bids farewell to in-store piano players

Most people pay scant attention to the lilting elevator music that wafts through most department stores. Intended to be soothing, unobtrusive and barely there, the music functions more or less as aural wallpaper. One of the big exceptions has been Nordstrom, the high-end department store that has traditionally employed piano players to perform live for shoppers — a modest touch of class in a world of soulless muzak.

But Nordstrom has been gradually cutting back on its in-store pianists in recent years. The Nordstrom store at Brea recently laid off many if not all of its piano players — an in-store manager declined to comment — while the store at South Coast Plaza in Costa Mesa also has terminated a number of people from its musical team.  Some newer Nordstrom stores lack pianos altogether. Last year, the Orange County Register reported that the new Nordstrom at Fashion Island in Newport Beach opened without a piano.

Ron Kobayashi, who was a pianist at the Nordstrom at South Coast Plaza and Brea, said in an email that he was laid off from both locations after more than 20 years of service. He said that he was called into a meeting this week and was given the boot with no notice.

"The piano is one of the things that sets Norstrom apart. To get rid of that branding is baffling," he said by phone.

Stephan Haager, a pianist at the Brea store for nearly 20 years, said that all of the pianists at his location were laid off as part of a staff reduction. "It's such a small price that they pay," he said. "They're not thinking about their brand name."

Nordstrom has traditionally hired its pianists part time, with many performing one or two days a week. The repertoire is varied, but pianists tend to perform a mix of jazz, Broadway tunes and pop.

Joaquin Nunez, a manager at the Nordstrom at South Coast Plaza, said that the reduction in piano players at his location was a practical matter. He said that the company operates in a decentralized way and that it is up to individual stores to decide whether to employ pianists.

The Nordstrom at South Coast Plaza continues to employ pianists, but they will appear mainly for special occasions.

A spokesman for Nordstrom said in a statement that the company has "learned that most customers like the energy and environment that a more contemporary, recorded music offering helps create."

The spokesman also said the company is "not getting rid of pianos in our stores completely, but the fact is that most of our stores across the country don't feature a piano... We’re really sorry if some of these changes may disappoint some of our customers."

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— David Ng

Photo (top): A Nordstrom store in the Los Angeles area. Credit: Associated Press.

Photo credit (bottom): Rick Loomis / Los Angeles Times.

Comments

[Mike]

That's sad, it was a nice touch. The company "learned that most customers like the energy and environment that a more contemporary, recorded music offering helps create." Yeah, nice try there, corporate spokesman. Sleep well, office drone.

[Alex]

I think this management decision is a big mistake. Having a live musician in the store gives the store class. Class makes shoppers feel good about shopping in Nordstrom which in turn leads to higher profits for the company.

[Phil Bastanchury]

Many companies pay big money to differentiate their brand from others -- and in that regard, live piano in the store did that for Nordstroms on the cheap.

This is a very short-sighted and stupid decision by Macy's -- um, I mean Nordstroms.

[miriam]

email here to protest this: bob.middlemas@nordstrom.com

here was my email:
Hello.
I recently read online that Nordstrom is considering discontinuing the live piano music that is frequently played in stores. I am writing you now to say that I feel this would be a huge mistake. I can't count the number of times I was pulled into a Nordstrom store by the beautiful music (and radio piped music is NOT the same at all) being played and then realized after a few minutes of listening pleasure that i also needed a new pair of dress sandals (or some other such product) for an upcoming event and promptly made my way to the correct department. Please keep the piano music - perhaps you don't realize how much it is appreciated and enjoyed by Nordstrom customers, and how much it sets your store apart (and above) other stores. I hope this email remedies that at least as far as this customer goes.

[usv]

Case of idiot store manager taking idiot corporate person's scary memo about slashing budgets way too seriously.

[karen]

Ah, tony, just the mere mention of Bullocks Wilshire makes my heart flutter--everything Nordie's tries to be, but can't.

[marco]

This is a sad commentary on noise. The piano music at Nordstrom was much welcomed after all the blaring ugly music that is bombarding everyone almost everywhere you go. From grocery stores, to gas pumps, to fast food joints, to shopping malls. What is wrong with silence?
THERE IS ALREADY TOO MUCH NOISE IN THE WORLD. And noise is an imposition on sanity. The statement that customers want "more energy in the environment with recorded music..." Is really stupid. When you have blaring ugly music I leave immediately and find another place to shop. I hope you are happy with you teenage customers!

[Live Music Lover]

Sad news. I LOVE the live music at Nordstrom. The live piano music was always a touch of class so rarely found anywhere these days, least of all shopping malls. More than once I took time out of a busy shopping spree to sit and listen and even join in song a few times. In depressing times we need more reminders of better things, not fewer. Wise up, Nordstrom. It's money well spent!

[LostAnglrs]

Tragic. Because these are in a way, retail traditions that yes, I agree, set Nordstroms apart and adds an element of class and uniqueness to their shopping experience. I'm no Nordstoms regular but I loved that about them.

Its sends such a bad message also about the value of music and musicianship. Its as if they are saying to the public, music isn't important, its an expendable commodity that holds no real value. Music is important to humans, its a health thing. As more and more generations move away from actually playing music, this sends a message that real musicians are a thing of the past, not necessary, uncool.

Part of me asks if its just a changing society as well. The clientele will change and the piano music will fall on deaf ears. Unless of course its a special Cinco De Mayo celebration...

[JudiAU]

What a shame. What next, the awesome women's lounge? I've always hated at the Grove Nordstrom because they don't have one.

And most people loathe piped music, especially the Christmas muzak starts in October.

[Cyndy Greger]

Yeah, Nordstrom is probably not making as much $ off of us as in prior years.
It's a business and they can do what they want with their profits, interior decorating, etc.

Not sure what all the fuss is about though, really. Most of the stuff you can get there you can get at other stores too..or online at their website. If you feel you need a fancy environment to buy stuff...why is that? You feel extra special with live music? Do you need that from a STORE? Really?

I enjoyed the music when I was there but if they want to ditch the live players for recorded music in all their departments, they're sending a message to their customers. Can you hear it?

(we think your habits are sufficiently ingrained that you will shop here even if we remove some or all of the niceties that we used to offer!)

[Bill]

The players were about brand differeintiation - mistake getting rid of them. There have been many changes at nordstrum where it's really not much better than Macy's now. Less selection and t shirts no longer sourced from Canada but a typical third world country. I've given up on them and now must go to more expensive specialty shops where you can be assured of higher quality non-sweatshop made goods and better selection and service bye bye nordstroms. They should close stores instead of destroying their brand.

[Hope]

Nordstrom is making a mistake...this kind of extra set them apart from others!
It gave them that touch of class...unlike Macy's , etc.

[Legend]

What a blunder. Nordstrom caters to different customers. They have the "Rail" and junior section for girls, and classic men's clothing and that for the more sophisticated woman. The store can have the pumping hip hop DJs spinning on the contemporary levels and retain the piano player for its more "grown up" section. Am I missing something here besides a company cheaping out? Part time employees costs what - several thousand in salary per month (and I'm assuming there are no benefits). Pittance with the at least tens of millions a store, especially a busy one like SCP, would pull in a year.

Horrible call Nordy's.

[Fran]

Very BAD idea. I loved the piano players. They always had wonderful tunes, made you buy more!!!!????
It is their loss!!! Always messing up a good thing??????

[Larry Burns]

This is really sad! How many times have you had the kids or grandkids stop and watch the piano player. During the holiday season, there was always time to stop by the Nordstrom piano on the way to pictures with Santa to dance with Grandpa! This is "dumbing down" in the worst way. Nordstrom use to send hundreds of poinsettia's to nursing homes when they went off display. The solution to that expense was don't buy many poinsettia's in the first place.
I think I'll buy my $150.00 dress shirts from some other store.

[Steve]

I can believe that it's simply no longer judged to be cost-effective (bringing in enough peope to offset the cost), as people shop mainly based on price (e.g., Wal-Mart backed away from having wider aisles piled high with stuff, saying customers wanted the old, crowded aisles back), but to say that customers actually prefer the "energy" of recorded music is just plain bull.

[Elizabeth T. Picker]

I am a retired employee of Nordstrom of almost 15 yrs. I am now a customer. I have always loved the piano music as well as the pianists! It is sad that it has come to this. I was fortunate enough 14 yrs. ago to have one of the pianists be the piano player at my wedding. It was so personal. Sorry to see them go.

[Elizabeth T. Picker]

I just read the other messages posted on here & there isn't one that I don't agree with!!! I mentioned this to my husband and he too is disappointed. He feels that at least he has a place to sit and great music to listen to while I am shopping. After all you can buy the same brands of make up and perfume & the same shoes from all of the others.... You really don't have to go to Nordstrom. The removal of the piano playing certainly takes away from the ambiance of the stores!!

[James P]

I think this is an idiotic idea. Several things set Nordstrom apart: Great service, higher prices, and live piano music. Not to mention a high availability of Tall sizes (probably because the Nordstrom boys are a tall lot, like my family). I'll pay the higher prices for the great service and the tall sizes, but the live piano music truly sets their stores apart from the others.

Frankly, I can't tell whether I'm in a JC Penney or any of the other cookie-cutter mall stores, but I always know I'm in Nordstrom. The absence of generic Muzak and the presence of live piano are a major part of that.

In these economic times, a store needs to differentiate itself from the others, not fall into line with them.