San Jose, Calif. - Century Stereo opened the country's first McIntosh Experience Center on Friday evening, attracting more than 100 people to a grand-opening event in which Primary Wave and the Taddy Porter band played an acoustic selection of songs from their EMI album.
The event generated McIntosh sales and sales leads, the company said.
McIntosh is rolling out McIntosh-dedicated Experience Center rooms in dealer stores "to elevate the entire experience that consumers have with our brand" and "broaden the customer base to consumers who can appreciate anything that is at the top of their class," said Linda Passaro, global VP of sales and marketing.
The second Experience Center will open Thursday, Nov. 10, at IQ Home Entertainment in Fairfax, Va.
McIntosh hopes to open 10 Experience Centers per year beginning in its fiscal 2012, which begins in April, Passaro told TWICE.
a year ago to launch Experience Centers as part of its drive to position itself as a luxury brand to expand its customer base beyond audiophiles to include affluent consumers who are serious about music.
As part of that effort, the brand is also pursuing distribution through luxury retailers outside typical CE distribution channels.