Rocking Hard: Yamaha Drums Featured At the New John Varvatos Bowery NYC Concept Store In Las Vegas

9/18/2009 [Drums]

Stage Custom Birch Kit Prominently Displayed on the Stage of the Funky Boutique, Located in the Hard Rock Hotel and Casino

John Varvados Las Vegas Boutique
A four-piece Yamaha Stage Custom Birch kit occupies a spot at center stage beneath a 30-foot video wall that showcases music-oriented content
LAS VEGAS—When the John Varvatos Bowery NYC concept store opened up a branch in the Hard Rock Hotel and Casino in Las Vegas, the company outfitted a small stage with a complete backline of instruments and installed a PA system so that customers and bands could crank out some tunes.

A four-piece Yamaha Stage Custom Birch kit occupies a spot at center stage beneath a 30-foot video wall that showcases music-oriented content. The set-up replicates the original concept boutique that occupies the world-famous, but defunct CBGB club in New York City, which is also outfitted with real instruments and also preserves several of the original walls of the renowned club under glass.

"This is a perfect fit for Yamaha drums, since John Varvatos' passion for creativity and originality goes beyond fashion and dives right into the heart of the music world," said Dave Jewell, marketing manager, Yamaha Drums.

In Las Vegas, as in New York, drum sticks are on hand and visitors are welcome to play the kit at any time. In New York City, the store sponsors a monthly concert series with popular local bands and the goal is to establish a similar program in Las Vegas.

"Whether they're played by amateurs or professionals, the Stage Custom Birch will look great, sound amazing and stand up to whatever pounding the customers dish out," said Jewell.

John Varvatos also donates to music-related causes, including VH1 Save the Music Foundation, which aims to restore music programs to schools around the country, and has sponsored an annual concert in Los Angeles with top artists to support Stuart House, a treatment center for sexually abused children.

"It's not very often that you can go shopping for clothes and hear a great band playing in the store," said Tor Caracappa, head of visuals for John Varvatos, who arranged for the backline. "We are a music-driven brand and John is one of the most knowledgeable people I know about rock and roll. He was a rocker first and a designer second."

For more information about Yamaha Drums, write Yamaha Corporation of America, Pro Audio & Combo Division, Drum Products, P.O. Box 6600, Buena Park, CA 90622; telephone (714) 522-9011; e-mail infostation@yamaha.com; visit www.yamahadrums.com.

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