Hotels
Fairmont San Francisco, a landmark hotel known for its grandeur and heritage, faced a significant audio challenge across its public spaces. The existing sound system failed to meet the hotel’s experiential goals, particularly in the lobby and the Laurel Court restaurant. Poor speaker placement and inappropriate music selections led to echo, sound bleed, and an inconsistent guest experience. AV vendors had submitted cost-driven proposals without considering architectural constraints or brand alignment. The result was a compromised sound environment that was affecting guest comfort, brand perception, and revenue performance.
Altaura was brought in to deliver an end-to-end solution that aligned both music curation and audio technology with the hotel’s brand identity, spatial design, and business objectives.
Assessing the acoustic landscape
The process began with a comprehensive site survey, where Altaura assessed the hotel’s iconic architecture and identified key problem areas. The soaring lobby ceilings, marble floors, and dome-shaped restaurant ceilings caused excessive sound reflection and uneven distribution. These acoustic challenges required a tailored technical solution to restore clarity and warmth to the auditory environment without compromising the building’s historical integrity.
Designing the Fairmont sound
Altaura worked closely with the hotel’s leadership to define a sound identity that honoured the property’s legacy while creating a fresh, emotionally engaging atmosphere. Curated playlists were developed for different areas of the hotel, with musical selections evolving throughout the day. The lobby featured elegant, soulful tones during the day and more vibrant, energetic moods in the evening. Laurel Court’s soundtrack leaned into warm jazz, instrumental soul, and elegant vocal selections to support a high-end dining experience. The result was a layered musical identity that added dimension and narrative to each guest touchpoint.
Sound system specification and procurement
Altaura reviewed all AV proposals submitted to the hotel and delivered a side-by-side comparative report to evaluate their technical suitability. We recommended advanced speaker models and placements that would focus bass near guest seating and reduce harsh reflections from hard surfaces. The solution also included vendor-neutral procurement advice and project oversight to ensure the system delivered the required acoustic coverage with minimal architectural disruption. This ensured long-term value rather than short-term cost savings.
Remote rollout and on-site integration
Altaura delivered all curated playlists as part of a single, comprehensive package aligned to the new sound system layout. The strategy was designed for remote management, with music deployment and scheduling controlled centrally to ensure consistency across the hotel’s key zones. Local AV installers, briefed using our detailed system design, carried out the speaker installations and fine-tuned each unit to suit the architectural nuances of the space. This hybrid model allowed for precision on the ground without requiring physical presence from our team, ensuring a smooth, scalable rollout that still met the high expectations of the Fairmont brand.
An experience that reflects heritage and modernity
By aligning the music with the character of the space and ensuring high-quality delivery, the hotel’s atmosphere now feels more polished and emotionally engaging. Guests are more inclined to stay for drinks in the lobby bar or extend their dining experience in Laurel Court. Staff feedback has also improved, with teams reporting a more enjoyable work environment and better control over music and volume.
Impact and results
The new music and AV strategy has increased guest satisfaction, enhanced bar and dining engagement, and reinforced Fairmont San Francisco’s position as a destination hotel. The curated sound now reflects the elegance and energy of the space, and the new system ensures that every detail is delivered with clarity and control.
“Altaura’s approach to space-specific ambiance highlights classic vibes with a modern sound, celebrating the history that is so integral to our property from a fresh perspective. Their expertise also helped inform our decision regarding sound system investment, focusing on value rather than hype in consideration of the physical constraints of our classically dated building.”
our work
By integrating tailored curation with technical AV expertise, Altaura helped Fairmont San Francisco reimagine its sound experience. The result is a seamless blend of brand storytelling, guest engagement, and acoustic performance that will continue to support the hotel’s legacy for years to come.
