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Nordstrom bids farewell to in-store piano players

April 15, 2011 |  6:00 am

Nordstrom

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 () | Archives (67)

I once heard a person say that societies of the past are judged based on the arts that were left behind. Is this the statement that our society wants to leave behind? Instead of this action, you could be making better marketing decisions by doing events with your local symphonies, orchestras, operas and theaters - reaching out to the customers who have the means to pay luxury prices for your luxury goods. Your customer base would appreciate that much more than the slash and burn cost-cutting budget decisions that eliminate your unique purchase appeal. No applause for this action will be heard from me.

Penny-wise and pound foolish. Nordstrom has always tried to set itself apart as a special shopping experience -- now it seems they're joining the race to the bottom.

Will miss warm greeting, personal touch of live piano music. Hope U will reconsider. This was a way to set store above competition

I am so disappointed to hear this news. I worked for Nordstrom for many years & have been shopping at Nordstrom for 30+ years. Today I really missed Ron Kobayashi playing the piano in Brea. It was not the same without him. He always asked my daughter if she had any special requests. I think that it's a bad idea!!! Disappointed longtime customer.

I am a Nordstrom shopper. Every 2 weeks, I always go to the South Coast Plaza location to listen the piano players, after I use the shoe shine service to wax shoes while I enjoy a coffee at their EBar cafe. The piano players are critical in our society that should value the performing arts. Nordstroms by cancelling the piano players is showing that they no longer want to support performing artists. It is a shame.

I live in Austin Tx. An art project on our Hike and Bike trail and throughout our city has pianos set up in public for anyone to paint and draw on them and play them. It has made our trail adventurous and really fun to scout out each piano to play and draw on. Music should be expressed . It should not be eliminated to push piped- in music with subliminal time signatures to purchase $400.00 platform heels.The piano musicians made Nordstrom a nice place to shop, and not just a generic place. Where's the love ?

I was one of those piano players that got canned after 10 years- Nordstrom totally disrupted my life and my financial situation-Shame on you - Corporate Nordstrom!!!

 
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