shine a lightSenseney Makes SenseBy Rebecca ApodacaOne of the dreams of almost every store owneris to grow a store and, eventually, pass it on to afamily member or an outstanding employee, or sellit to a worthy successor. Many times, that is whatit remains…a dream. In this case, however, thedream came true.The business started in 1978 as Hume <strong>Music</strong>with six partners. By 1984, Denny Senseney, a formerband director, bought out the partnership andthe name changed to Senseney <strong>Music</strong>. Becauseof his sharp business mind in retail, his businessthrived. As a bassoonist in The Senseney CommunityBand, Lori Supinie came to work for Senseneyin 1995 as his Controller/Accountant. Eventually,she became Business Office Manager and CFO.With a financial business background and herexperience in band, singing in a choir, and performingchurch and classical piano, she purchased thebusiness after 13 years, when Senseney retired in2008. The store moved in 1996 from 10,000 squarefeet into a two-story, 26,000-square-foot formerbank building, including a vault, which now holdschoral music. A second vault is utilized as a truecash vault.Although Supinie stated that she is primarily aschool music dealer, I have never interviewed amusic store owner who has a more complete andfull line of products and services than Senseney<strong>Music</strong> has. There are music books and programsavailable for newborns, toddlers, schoolchildren,all-age-group piano classes, a community band,rock band camp for teens and ukulele lessons. Themerchandise the store carries includes band andorchestral instruments, Fender and Taylor guitars,amplifiers, drums and percussion, Yamaha acousticand digital pianos, accessories, and printed musicfor choral, instrumental, vocal, piano and guitar studentsand teachers, as well as downloadable printmusic from Hal Leonard and Alfred. There is a fullystaffed repair shop; sales of software; gift cards; asidewalk sale; an Extreme Restringing Day, wherecustomers buy the strings and a staff member putsthem on for free; and online rentals of Conn-Selmer,Jupiter and Gemeinhardt instruments. All Supinieneeds is an international section and she could takeover the world!The store’s strong point is in developing customerrelationships, outshining the competitionand acting like several different stores under oneroof. “I feel the relationships [departments] havecrossover into other departments,” said Supinie.<strong>Music</strong> education and advocacy is a passion forSenseney <strong>Music</strong>. There is plenty of competition inthe area, with mom-and-pop stores, combo dealersand a Guitar Center. She said that, when GuitarCenter moved in, it increased interest in guitars,and Senseney <strong>Music</strong> outshined in service, qualityand a competitive price. Its diversitySenseney <strong>Music</strong>, Inc.is another strong point. Sometimes,2300 E. Lincolnpiano sales are up and then down.Wichita, KS 67211By having so much to offer, thePhone 316-262-1487store can just shift its emphasis inwww.senseneymusic.comanother direction as trends change.lori@senseneymusic.comIt has increased its road reps thatLori Supinie, Presidentgo out to the schools. SenseneyHours: Monday to Thursday: 9:30am to<strong>Music</strong> has school band rental nights6:30pmof 75 to 80 scheduled nights, takingthe instruments to public andFriday and Saturday: 9:30am to 5:30pmprivate schools with a rent-to-ownprogram and selling the parents an accessory pack. Retired band directors are hiredto help with recruiting prior to the band rental nights over a territory that encompassesthe bottom third of the state. The rental fleet comprises about 2,200 instruments.Senseney also supports groups such as the Wichita Symphony and smallerones, putting staff on their boards. It uses the Tri-Tech AIMsi software to track itspiano teacher loyalty program, offering five percent in points for every dollar spenton print music.Staff members like DeAnn Diller, who has worked there for more than 30 yearsmanaging keyboard sheet music, are offered a 401(k) retirement plan and split thepremium for medical insurance. Sixty staff members work on either a full- or parttimebasis. As a “life-long learner,” Supinie has benefited from show seminars andNAMM University. She has presented classes at the show’s Idea Center, coveringtopics such as budgeting and social media.Being a female business owner, Supinie thinks women do business a bit differentlyas compared to men. “I think we are more perceptive of people and try to understandothers’ side of things, and are more collaborative,” she explained, adding, “I(continued on page 22)40 OCTOBER <strong>2012</strong>
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