"One of the Girls Rock Camps didn't want to join this alliance with Guitar Center," Taylor reveals. "They didn't want to take any of the opportunities we were able to give because they had had such bad experiences in our stores. We are still working with them to change that."
Katie Rothery, co-director of Girls Rock Denver, says she was initially skeptical of a big-box retailer wanting to help out. "Guitar Center is at the top of our list of stores that treat women badly," Rothery points out. But after a conversation with Brian Berman, director of local marketing for Guitar Center, who assured her that things were really changing, she took Guitar Center up on its offer and gave campers gift cards for the store.
Mike Gorman
Courtesy of Laura Taylor
Laura Taylor, the Los Angeles-based vice president of operations for Guitar Center.
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The company has reached out in other places, as well. It's partnered with Daisy Rock Girl Guitars — not only to provide instruments to Girls Rock Camps, but also to increase the brand's inventory within Guitar Center stores, giving female customers more options — and is set to roll out a singer-songwriter contest this fall, potentially targeting female talent.
Guitar Center doesn't have high expectations for immediate acceptance of its initiatives, says Taylor. The company is aware how deep the problem goes, and knows that while perceptions can change, it might take years. Which is why it's also moving toward changing the atmosphere at individual locations.
"We're also changing — subtly — things within our stores," Taylor explains. "Marketing and buyer's guides are featuring more female artists. Little things like voiceovers in our commercials — which have traditionally been male, loud-type marketing tactics — have changed. We're using more female voiceovers in our radio and TV ads."
But what about that little problem of the glaringly misogynistic treatment of female customers by Guitar Center employees?
"I've seen a lot of the evolution of the industry already, starting from back in the day when [music retail associates] appeared to be like used-car salesmen," Taylor notes. "But now we have Guitar Center University training, where every quarter we bring the sales training managers together to train them specifically on this. Our initiative with this is to treat everyone with respect. Don't assume anything. Quite honestly, based on the feedback from female employees and customers, we know that they don't want to be treated differently; they just want to be treated well."
These new maneuvers may seem small on paper, but Taylor is convinced that they can inspire a shift in the industry as a whole, with Guitar Center leading the charge.
Recent visits to a few local Guitar Center outlets produced mixed results. At the first location, no one offered any assistance for the better part of fifteen minutes. At the next two stores, however, staff was not only cordial, but they approached without assumption or airs. And an image of Sheryl Crow was prominently displayed in one store's windows, suggesting that the company is making good on its promise of more inclusive marketing — or that the individual store is creating its own culture.
Whatever the case, Guitar Center is clearly striking the right chords.