case study

Restaurants, bars & cafes

problem

Iron Hill Brewery is an upscale yet approachable restaurant and brewery, known for award-winning craft beers and scratch-made food. However, their in-venue music was falling short. A mishmash of staff suggestions and guest requests led to an inconsistent sound that didn’t reflect the brand identity or enhance the guest experience. Music wasn’t being used strategically, and the atmosphere felt off at key trading times. They also needed to create a different energy for their “King of the Hill” loyalty programme nights, where members expected a more exclusive, tailored environment.

Solution

Altaura worked closely with Iron Hill’s team to design a cohesive music strategy that resonated with both guests and staff. Through workshops and site surveys, we identified the different goals for each space and time of day. We then built a sound strategy that addressed everything from spending behaviour to atmosphere management. Using Soundtrack Your Brand’s system, we delivered curated playlists, fine-tuned scheduling, and smart controls to align music with brand energy, guest psychology, and daily rhythm.

01

Music That Moves with Behaviour

The playlists were designed to guide guest decision-making. For example, moderate volume levels were set during food service to encourage indulgent choices like desserts and burgers. Slower tempo tracks during daytime service encouraged longer visits and higher bar spend. In contrast, faster-paced music during peak hours helped increase table turnover. Each sound choice had a specific purpose, tied to mood, space, and spending patterns.

02

Tailoring the Experience for Loyalty

For the King of the Hill loyalty programme, Thursday nights needed to feel more intimate and elevated. We created a distinct sonic identity for these events, informed by demographic insights at each location. The curated playlists helped shape an experience that felt familiar, refined, and exclusive, while staying true to Iron Hill’s brand tone.

03

Solving the Quiet Times

Music played a crucial role in shaping the perception of space. At quieter times, big vocal anthems or heavy production would highlight emptiness. Instead, we introduced acoustic-driven tracks and lower-energy selections to gently fill the space. These choices made early service periods feel warm and comfortable, without overpromising the energy of the room.

04

Staff Engagement with Guardrails

To maintain consistency while involving the team, we introduced a collaborative playlist system. Staff could submit song suggestions, which were reviewed by our music team and added only if they aligned with the brand strategy. Playlists were also built to ensure no song repeated more than eight times per month, avoiding fatigue for both staff and regulars. This balance of structure and participation improved morale and maintained quality.

05

Impact and results

The music strategy has had a significant and immediate impact. Iron Hill has seen an 80% increase in positive guest feedback about the music across locations. Staff feel more motivated, particularly during high-pressure shifts. The King of the Hill evenings now have a clearer identity, with guests staying longer and engaging more deeply. Their sound has become part of the brand identity, and is now available to members via a Spotify playlist.

What people are saying

“Altaura is extraordinary. They did everything they said they would, and the follow-up has been amazing. Our guests constantly ask about our music, who provides it, and say how much they like it.”

Katheryn Henderson, Chief Operating Officer

our work

Altaura helped Iron Hill Brewery move from random musical input to a carefully designed sound experience that drives real business outcomes. By shaping behaviour, elevating loyalty events, and improving staff morale, the music has become a vital part of what makes Iron Hill feel like Iron Hill.

3000+
Live locations
300+
Clients
Millions
Of hours of bespoke music programming
5000+
Music strategies
5000+
Live acts booked

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