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30/07/2015 Fort Wayne, Ind.

Sennheiser Tourguide helps Sweetwater Sound deliver corporate tours that resonate among customers, delivering reliability, intelligibility and ease of use

Sweetwater Sound, one of the top online music retailers in the world, recently implemented a Sennheiser Tourguide system to facilitate its corporate tours. The company, which features a brand new, 300,000 square foot, LEED Platinum certified facility and is set amidst an exquisite 100+ acre campus, has realized over 35 years of steady growth and is a beacon of innovation in greater Fort Wayne area.

“It all started when people started talking about the campus and saying, ‘Wow, this is amazing. Can I bring some people back and show them around?’”, says Michael Ross, Senior Vice President - Marketing & Corporate Communications, of Sweetwater Sound. “So we formalized the tours, and the word spread in a very grassroots fashion.” When customers, local elementary students, business partners or community members tour the Sweetwater facility, they experience the inner workings of the world-class equipment retailer: including visiting sales engineers, Sweetwater University and the company’s massive distribution center — which boasts 99.9 percent accuracy in customer order fulfillment.

Tour participants can also experience Sweetwater’s on-premises music store, an arcade, a beauty salon and Sweetwater Studios — which is host to a range of both local and internationally touring acts — all before taking in a wholesome meal at the company’s own Downbeat Diner.

Taking the Corporate Tour to the Next Level
Over the last several years, as the company’s tours have increased in popularity, they have become longer and more comprehensive in scope while catering to much larger groups. “It became very cumbersome to conduct highly detailed tours to a group of more than a handful of people,” says Ross. “So we needed to ensure that our tourguides were able to communicate clearly without having to raise their voices or becoming distracted over side-conversations. The challenge was clear, and there was only one really great solution: Sennheiser Tourguide.”

Initially, Sweetwater approached the challenge just as one of its customers might: by comparing features, speaking to peers and inquiring with sales engineers. “When we have an audio need, we conduct our due diligence just like anybody else. But in going with Sennheiser Tourguide, there were a couple of key factors,” Ross recalls. “First, we sell an incredible amount of Sennheiser wireless to our customers on our own recommendation because we believe in it so much. Second, we have a great relationship with the folks at Sennheiser, and we knew they would be able to serve our needs at this level.”

On Tour with Sennheiser Tourguide

Sweetwater initially settled on a Tourguide 2020-D system that included (20) stethophone receivers and a bodypack transmitter. Based on the strong performance of the first system, they promptly purchased a second 2020-D system so they could conduct two simultaneous tours — each at different intervals and on different frequencies.

Since integrating the Sennheiser Tourguide solution, feedback among executive management, tour participants and tourguides themselves has been resoundingly positive, as Ross explains: “First, these units are patron-friendly. Every single person who has been handed a Tourguide unit has had an easy user experience — it is so intuitive. Second, tour participants love the fact that when there are other people around them that might be distracting, they can still have a perfectly clear audio experience, and adjust the volume if they so choose.” Ross says that since the Tourguide system has been in operation, it has operated perfectly and reliably, with no dropouts or failures.

The Sweetwater tours are an increasingly important element in the company’s overall brand presence: “When we started our tours, we were doing a couple per week — now we are doing several tours each day,” concludes Ross. “When you see a bunch of first graders standing in your performance theater learning about computer-generated reverberation, it is very powerful because you just exposed them to something entirely new. Then they tell their parents, and the brand extension happens organically. Tourguide, and of course our ongoing relationship with Sennheiser, has helped make successful tours at our facility a reality.”

For more information on Sweetwater Sound tours or to learn more about the campus, please visit


Global Contacts

Stephanie Schmidt
Tel: +49 5130 600 1275

塑造未來音頻並為客戶創建獨特的聲音體驗-這就是Sennheiser全體員工和全球合作夥伴共同的目標。成立於1945年的Sennheiser一直是全球範圍內耳機、咪高峰和無線傳輸系統產品製造廠商中的佼佼者。公司在50多個國家中擁有21個銷售公司和長期的貿易合作夥伴,並且在德國、愛爾蘭、羅馬尼亞和美國擁有自己管理和控制的產品生產基地。自2013年以來,Sennheiser公司開始由Daniel Sennheiser和Dr. Andreas Sennheiser共同管理,成為了家族企業的第三代管理者。在2017年,Sennheiser集團的整體營業額達到了6.667億歐元。