While other companies scramble to sell what could be considered a luxury in tough economic times, Steinway seems to float above the fray. Its Coral Gables, Fla., store -- the only corporate-owned
store outside the Northeast -- last year came under the aggressive direction of Manny Perez, an opera singer and University of Miami graduate who has been selling pianos for 27 years and likes to view
the business more as community service than commerce.
Steinway has long been one of the most recognizable piano brands, nearly transcending the actual instrument to become something apart
and unique. Last year,
New York Times writer James Barron published a 238-page book about the making of a single Steinway grand (after his paper ran a whopping nine-part series on the topic).
Still, times are tough for all piano purveyors. That means that Steinway must defend its share and fight for business, particularly with the sharp increase in Chinese imports. Among
Perez's programs to promote the store are weekly recitals that not only generate traffic but also attract young players, who can develop quite a crush on the instruments. The store helps arrange music
lessons and will rent pianos for as little as $50 a month.
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