Observation Assignment Site Location: Guitar Center

Campbell, 1

Observation Notes Will Campbell Description of Location: Guitar Center is located approximately one and a half miles from the UNCC campus and can be found in the JW Clay shopping center at 8813 JW Clay Blvd., Charlotte, NC. The interior of the store is basically a warehouse type of setting with various kinds of musical instruments that are grouped by the category of instrument. As you enter the store, the managers office is immediately to the left. The manager of this particular location is Todd Pearsall and he oversees the activities of 35 employees. The customer service center is directly in the middle of the store and is where all purchases and returns are handled. There were two employees designated to work at the customer service center (Jeremy Cobb and Austin Carswell) during this observation. As you move towards the rear of the store, you will find an enclosed room where guitarists are able to sample play the guitars before making a purchase. There is no one employee that stays in this room at all times, but there are 2 employees (David Larson and Kevin Tidwell) that handle the sales floor as well as the guitar room. There is a lot of interaction between the sales floor employees and the customer service center employees. This environment is definitely loud and would seem chaotic to someone working in a structured environment. Rules and Conventions for appropriate behavior: Guitar Center is a somewhat relaxed figured world where you can pretty much do almost anything you want whether it is playing drums for the first time, trying out a new guitar, or even recording an album. And, as it turns out, this is what a lot of people do. Instead of just shopping for one item and leaving, most like to stick around and have some fun playing and trying new instruments. Some customers have never even played an instrument before their visit. A portion of the time, the employees would walk around talking to customers to see if they needed help with anything or if they were interested in anything specific. Most of the time, the employees would stay just to carry on a conversation or give suggestions to customers trying out instruments. I found there was a great deal of face-to-face interactions in this particular figured world due to the fact that everyone there was very polite and courteous to what you were doing. It is also acceptable to approach other customers who are playing instruments, to compliment them their playing style, or just give feedback to their guitar or instrument choices. Guitar Center is also a very loud and disruptive store due to the extensive inventory of guitar amplifiers and practice drums on display for the customer to try their hand at playing. With that being said, it is acceptable to everyone entering and hanging out in the store to be subjected to the noise level which is slightly louder than you normally would find in any other retail store. Literacy Practices For my literacy practice section I would like to state that I have been a musician and have been familiarized with music stores since I was in the sixth grade. With that being said I feel as though my music knowledge has helped me to observe what is going on throughout my surroundings. Such as when I notice someone grabbing an instrument I can almost immediately tell if they are going to play it or just look at it. This has helped in numerous occasions during my observations, and always helped with the flow of the store, since I had already been acquainted with Guitar Center in the past. I already knew how the store works and already felt very comfortable in the store, which kept my awareness up to observe anything I saw.

Observation Assignment Site Location: Guitar Center

Campbell, 2

Actors: Todd Pearsall: Store Manager, Todd demonstrated his leadership abilities by only interacting when necessary with the non-stop conversations going on in the store between employees and customers. It is obvious that he is knowledgeable about their inventory of musical instruments, but he seemed to have an all business attitude. He did not try to engage customers or employees in idle chit chat nor did he hang out on the sales floor playing the instruments. Todds role as an actor in this figured world is that of a babysitter.

Jeremy Cobb and Austin Carswell: I have grouped them together since they worked in the same area and seemed to do everything together. Their banter was entertaining not only to customers, but to other employees. They seemed to handle each sale together (one ringing up the sale and one bagging the sale). These two employees were definitely not interested in climbing the ladder to manager. Their roles in this figured world are being the comic relief of the store. David Larson and Kevin Tidwell: These two employees moved over the store helping various customers by answering questions, demonstrating instruments and just giving their opinions when needed. They both seemed laid back and did not have that killer instinct that the more aggressive sale person usually demonstrates. Their philosophy seemed to be if you want to buy it you will and if you dont you wont which made them seem more quiet than the two at the customer service center. In this figured world, these two employees take on the roles of under-achievers. Artifacts: Front Desk: The front desk is the first thing you see when you walk into the store it is there you are greeted and provided with any information you might need, and is believed to send the customers into the store feeling like they can be helped. Customer Service Center: The customer service center is where the cash registers are located and is centered in the middle of the store for easy access to all customers. This area is where all the sales, returns, and layaways are handled for the customers of Guitar Center. Guitars: Throughout the store there are guitars hanging on the walls from the front of the store all the way to the back, this gives the impression of having many different options when looking to buy and makes a great dcor, drawing customers to the walls just to look. Amplifiers: There are several amplifiers in the store that are hooked up and ready to be played. However, not all the amplifiers are hooked up, just ones that are specifically noted. This allows people to have the freedom of playing the guitar of their choice and have the option to hear it before making a purchase.

Discourse Communities: Employees: People who work throughout the store, from the manager to the customer service representatives who make sure that each customer is having a good time shopping, encouraging them to purchase and making sure they are not having any

Observation Assignment Site Location: Guitar Center

Campbell, 3

problems. All employees of Guitar Center are able to play instruments so that they can demonstrate instruments for customers if needed. Guitarists: This community is formed of people who play the guitar whether young or old, mainly focusing on the customers rather than employees who play. There are always more guitarists than any other community that I have observed, and most of the time are the more outgoing and flashy ones in the store. Bassists: This Community focuses on the customers who play bass guitar. They are extremely laid back and dont care to show off or impress anyone in particular. Drummers: Drummers are somewhat self-explanatory, people who play drums and any percussion instrument. The drummers I have found are usually more aggressive than that of the guitarists and bassists. General Customers: The general customers are people who are there buying things for someone else or are there with someone but dont necessarily play any instruments (as far as I can tell).

Discourse Communities: Employees: People who work throughout the store, from the manager to the customer service representatives who make sure that each customer is having a good time shopping, encouraging them to purchase and making sure they are not having any problems. All employees of Guitar Center are able to play instruments so that they can demonstrate instruments for customers if needed. Guitarists: This community is formed of people who play the guitar whether young or old, mainly focusing on the customers rather than employees who play. There are always more guitarists than any other community that I have observed, and most of the time are the more outgoing and flashy ones in the store. Bassists: This Community focuses on the customers who play bass guitar. They are extremely laid back and dont care to show off or impress anyone in particular. Drummers: Drummers are somewhat self-explanatory, people who play drums and any percussion instrument. The drummers I have found are usually more aggressive than that of the guitarists and bassists. General Customers: The general customers are people who are there buying things for someone else or are there with someone but dont necessarily play any instruments (as far as I can tell).

Observation Assignment Site Location: Guitar Center

Campbell, 4

Floor Plan

Observation One: Wednesday, 9/11/13, 7:00 pm-7:45 pm 7:00 PM I arrived at Guitar Center to find the store had several customers walking around and plucking on guitars. There are two people in the guitar room that are seriously playing guitars. The customer service center is loud mostly because Jeremy and Austin are joking around with everyone in the store. 7:10 PM There is a change in customers as some leave and a few more meander in to check out some of the drums. David eyes them but does not go to the immediately.

Observation Assignment Site Location: Guitar Center

Campbell, 5

7:13 PM David finally engages the drum customers in conversation to determine if they are looking to buy a drum or just here to play around. David determines this customer is interested in purchasing a drum set and proceeds to give suggestions and demonstrate some of the sample sets to help the customer decide. 7:15 PM Todd pokes his head out of his office and gives David a look that sales he needs to try to sell them something in the store. 7:16 PM David seems uncomfortable being so pushy about selling them drums. He continues to chat with them, but has determined that they are not in a position to purchase tonight. 7:20 PM Keith Tidwell has been in and out of the guitar room trying to push the ones in there to purchase one of the guitars they have been playing. 7:33 PM Keith seems surprised all at once. One of the customers playing in the room decides to purchase a new cover for his old guitar. 7:35 PM Jeremy and Austin have taken over the customer purchasing the new cover. They tell this customer all about their own guitar collection as well as compliment his choice in covers. 7:45 PM As I am leaving, I hear Jeremy and Austin telling jokes to each other and anyone else in the store that would listen. Observation Two: Thursday, 9/12/13, 11:00 am-11:45 am 11:00 AM I pull into the shopping center just before Guitar Center opens and watch as Todd opens the front door of the store. At 11:00 I enter the store and notice the store is much more quiet than the previous night. Todd and Austin are the only employees at this time, and Todd seems rather business like with me and the other customer that was waiting to get in when the store opens. 11:05 AM The other customer is only there for a specific item guitar strings and is out the door quickly. Austin is at the customer service center and handles the sale. 11:15 AM The store is getting cranked up with music, but Austin is getting annoyed because he just found out Jeremy is not coming in this morning and will have cover sales, returns, and layaways by himself. 11:20 AM - Customers are coming in and moving around the store. One guy is in the guitar room playing his heart out on an expensive guitar. Austin jokes that he comes in all the time just to play but never buys anything. 11:30 AM Another employee (Haven) arrives to work in Jeremys place. Austin seems to be his old self now that he doesnt have to work alone. Haven is quiet and seems interested in making sure things are in its place around the customer service counter.

Observation Assignment Site Location: Guitar Center

Campbell, 6

11:40 AM As I start towards the door to leave, I hear Austin cutting up with Todd. Todd stops long enough to listen to Austin, but doesnt seem to be in too friendly of a mood. Observation Three: Thursday, 9/12/13, 3:00 am-3:45 am 3:00 PM As I arrive at 3:00pm, I notice a lot more traffic in and out of the store than earlier in the day. The employees at this time of the day are basically the same ones I observed earlier in the morning, but Jeremy is now helping Austin in the customer service area. Austin seems glad to have him back, but is showing some signs of being in charge. 3:10 PM The store is picking up with activity. There are people playing guitars and drums and the noise level is very loud. The store feels a little chaotic. 3:15 PM This seems to be a busy time of day for this store. People are in and out purchasing things like strings, reeds for instruments and drum sticks. Austin and Jeremy are on a roll in the customer service area. They are quick to ring up sales and have people on their way without waiting too long. 3:25 PM Todd is hanging around the front of the store making sure things are running smoothly and everyone is being taken care of by his staff. 3:30 PM - More people come in the store and some of the ones that have been there for a while are leaving. It seems like a revolving door at this store. Haven is wandering around the store helping anyone that needs help. 3:40 PM Haven is helping a parent pick out a beginner guitar for a birthday gift for her son. Austin rings up the sale while Jeremy tells the woman a story about his first guitar. 3:45 PM Its time for me to leave and I notice one thing. No matter what time of day I am observing this store, it always seems to be the same. There is very little change in the amount of instruments being played in the store. The employees and customers are always randomly playing some type of instrument whether to demonstrate to customers or just for pleasure. The only thing that seems to change are the customers themselves. Interview One (David Lemke): 1. What brings you to Guitar Center today? I am currently looking for a new guitar, something I can use for practice at home. 2. Do you play an instrument? If so what instrument and what made you want to learn that instrument? I play the guitar. It all started when I was little and my uncle had a band and I had always wanted to learn so I could be in a band of my own one day. And its safe to say I made that happen.

Observation Assignment Site Location: Guitar Center

Campbell, 7

3. Tell me about your experiences with shopping at Guitar Center, good or bad. Every time I come here, everyone is so nice and helpful and always pushes me in the right direction for what Im looking for. But there was one instance, not sure if it was their fault or not, I had a guitar shipped to my address but it never came. Turns out it was sent to the wrong house. 4. Explain why you chose Guitar Center over other local music shops? I chose Guitar Center, and always will, because of their diverse selection of inventory and ease of access. By that I mean how easy it is to play before I buy. 5. If you could change one aspect about Guitar Center what would it be and why? I would probably want to change the size of building. This building is a good size already but if were more spread out it would look more appealing.

Interview Two (Austin Carswell): 1. What do you like about working at Guitar Center? The ability to play anything I want, and to try new things I wouldnt have had the chance to before. 2. Explain why you chose to work at Guitar Center. Basically, I needed a job and I really liked music. 3. How do you think this job compares to other locally owned shops and smaller music stores? Because this is a National chain which gives me better job security.

4. Do you play an instrument? If so did that have anything to do with you working at guitar center? I play the drums, which I think pushed me more towards a job in the music industry and ending up at Guitar Center. 5. If you could change one aspect about Guitar Center what would it be and why? I would change the location of the store, during five oclock traffic it sometimes takes me thirty minutes to an hour just to get to work.