Pitfire Pizza

Photo from AVI-SPL

With many of the projects gracing the UAE’S hospitality sector being relaunches, reworks or renovations of existing brands, which from an AV standpoint can be either a blessing or a curse, when Pitfire Pizza opened a new outlet in Dubai Hills Business Park recently, it offered a completely blank canvas.

Pitfire’s success story began in 2014 when husband-and- wife duo, Michele and Bill Johnson, opened the first-ever Pitfire Pizza in The Greens. A decade on and Pitfire has gained a cult following and spread to five dine-in outlets across Dubai. The brand not only promises one of the best slices in town, but the new Dubai Hills location is also home to a fully licensed bar. Since opening, it has quickly become something of a community hotspot.

To create a truly unique dining experience for its guests, the new outlet was in need of a sophisticated audio system with independently controlled zones throughout. There was a desire for tailored soundscapes in each of its five different areas in order to ensure a perfect ambience for every occasion. AVI-SPL was quickly enlisted to devise a suitable solution, working closely with Bill to understand his vision and specific requirements.

The team, led by AVI-SPL Middle East’s business development manager Nick Hartshorn, installed a comprehensive distributed audio setup featuring 29 sleek black Fulcrum Acoustic RX699 6.5-inch coaxial speakers and supplementary Sub112 12-inch subwoofers. These have been integrated into the venue’s specially designed rafters, complementing the dining area’s overall aesthetic.

For operation and flexibility, a QSC Core system was also integrated, linking the audio system with the building’s network and fire alarm systems. Staff can easily control it via wall-mounted panels or any Bluetooth-connected device. “Creating this sophisticated and adaptable audio environment involved detailed consultations with the owner to understand his specific requirements,” explained Hartshorn, “while the expert installation and calibration of the audio equipment ensured optimal sound distribution across the different zones. The QSC Core system provides both safety and ease of control, while its operability from wall plates and remotely allows staff to manage the audio environment based on varying crowd sizes and event types, allowing for immediate adjustments, which is crucial during events or peak dining times.”

Each of the five zones allows for different audio settings across various sections of the restaurant. The entrance area can play energising, welcoming music, while the dining area can maintain a softer, more intimate ambiance.

For AVL-SPL Middle East, the project faced two primary challenges: a quick turnaround due to the venue’s imminent scheduled opening, and achieving optimal audio balance, especially considering the varying capacity levels the venue would experience. The company tackled this by deploying an experienced team known for their fast-track project delivery. The integrator ensured that every phase, from procurement through testing, was expedited without compromising on quality.

The initial acoustic engineering involved close collaboration with Bill and his team to set the audio environment. Further refinement was achieved by engaging business development director Val Gilbert from Fulcrum Acoustic. This collaborative effort was crucial in adjusting the sound system to be highly responsive to changes in venue capacity, ensuring optimal distribution and clarity at all times.

“AVI-SPL delivered the Pitfire project seamlessly, from conception to final delivery, meeting the customer’s brief for a discreet, but powerful and high-quality audio system. This is exactly the DNA of Fulcrum Acoustic products, offering exceptional performance, with precision coverage, putting sound exactly where it needs to be,” says Gilbert. “As Fulcrum Acoustic grows in the region, it was important that one of the first local projects set the bar. AVI-SPL have hit a home-run, and having visited the location, the system is as good as the pizza!”

The newly installed system provides precise control over audio levels across different zones of the restaurant, enhancing the ambience and overall customer experience. This tailored audio environment supports varying dynamics, from lively dinner rushes to quieter, intimate dining experiences, making it adaptable to any situation.

“The audio system has truly elevated the atmosphere of our Dubai Hills location,” reflects the owner. “Our customers are loving the new vibe, and we’ve noticed they tend to stay longer and enjoy their time more. AVI-SPL didn’t just install a sound system; they enhanced our entire sensory experience. The flexible audio zones allow us to host multiple events from sports nights, to corporate celebrations, giving extra focus in certain areas around the venue simultaneously without any disruption, which is fantastic for our business.”

The integration of high-quality speakers and subwoofers with advanced control systems has proven reliable during peak operations, ensuring continuous quality without disruptions. “The project culminated in a state-of-the-art audio system installation that not only met but exceeded the expectations set forth by Pitfire Pizza,” adds Hartshorn.

Photo from AVI-SPL