By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Playing on the theme that location is everything, Jo-Di's Sound Centers, based here, has opened up a store in the Meadows Music Theater, a large outdoor concert arena in Hartford.
One of the first 12-volt stores to be nestled directly in a concert arena, the mini store measures 200 square feet and is designed to capture the interest of the 25,000 people who attend performances at the Meadows Theater, owned by radio station-giant Clear Channel Communications.
According to Jo-Di's marketing director, Darryl Labonte, the store opens two hours prior to show time and plays music featured in that day's concert. It is a showroom, where consumers may buy products, which must be picked up at one of ten Jo-Di's locations. The store opened on June 5 with a Blink 182 performance.
Labonte explained, "Last year, we had a tent set up [at the Meadows] with tables. We wanted to bring it to the next level. They built a custom made 14-by-12 building. We have a complete audio display and an MTI switcher so customers can walk in and see video."
Jo-Di's hopes to expand it's core demographic through the concert arena store. "If I only get one percent of the people to run through my booth, that's 250 potential customers," he said.
Jo-Di's carries brands including Audiobahn, Blaupunkt, Pioneer, Viper and XM. Performers at the Meadows Theater this season include Britney Spears, Chicago, Tim McGraw, Linkin Park and the OzFest.
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