Piccolo Press Kit

241 S. College St.

Auburn, Ala. 36830

www.piccoloauburn.com

FACT SHEET

Piccolo is a jazz lounge located in Auburn, Ala. Piccolo is located next to Ariccia

Trattoria & Bar in The Hotel at Auburn University & Dixon Conference Center. It is

known to locals for its intimate relaxing environment to enjoy cocktails and “small bites.”

Piccolo was founded by The Hotel at Auburn University and Dixon Conference

Center in August 2009.

The Piccolo jazz lounge provides a stylish and cozy atmosphere.

Piccolo prides itself on serving specialty cocktails, wine and a small bites menu.

The name “Piccolo” (pronounced peek-uh-low) stems from the smallest

champagne bottle and the smallest wind instrument. These definitions are an

inspiration to the lounge’s theme.

Live jazz is performed by local musicians on Friday and Saturday nights from 8

p.m. to 11 p.m.

Piccolo was designed by a group of interior design students from Auburn

University who chose the jazz infused theme.

Piccolo is open seven days a week, Tuesday through Saturday from 4 p.m. to

midnight and Sunday and Monday from 4 p.m. to 10 p.m.

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Contact:

Whitney Hicks, public relations director

Office: (334) 555-5555 or [email protected]

241 S. College St.

Auburn, Ala. 36830


BACKGROUNDER

A semester long contest including six focus groups and students from the interior

design program at Auburn University transformed what used to be known as Fireplace

Lounge into Piccolo.

Piccolo is known for its classy, stylish atmosphere and jazz theme, but the history

of Piccolo brings a creative touch to the Auburn community. Before designing Piccolo,

Hans Van Der Reijden, the managing and operations director at The Hotel at Auburn

University, put together six focus groups to research what Auburn residents were looking

for.

The question that Van Der Reijden raised was, “where do you go in Auburn to get

a drink that isn‟t a full on bar?” He reached out to young professionals ages 24 to 30;

business owners, doctors and lawyers ages 25 to 35; professionals in the community ages

50 to 70; and eight male and female students at Auburn University.

The answer he received from each group was, overall, the same. Auburn needed a

place to go that wasn‟t like Bodega or Sky bar. A nice, cozy and comfortable lounge with

small appetizers that was elegant, but affordable.

Residents also wanted live music. Van Der Reijden‟s focus was on local talent.

He didn‟t want country, rock or folk because these genres were found at the college bars

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downtown. The goal was to create a lounge that would attract adults of all ages.

In January, Van Der Reijden traveled to New York and after attending an awards

ceremony went to a local jazz club downtown. He said the design of the lounge was

elegant, but relaxed with small tables for couples, large sofas for groups, pictures along

the walls and a baby grand piano and bass guitar on the corner stage.

“I asked myself when I was sitting in that lounge in New York if I thought

Auburn was ready for a place like this?” said Van Der Reijden. “Oh, yes!” was his

immediate response.

When Van Der Reijden returned to Auburn, Ala. he contacted the interior design

students at Auburn University. He gave the students feedback from the focus groups and

put them to the test to see if they could design a stylish jazz lounge that would be

different from anything Auburn had ever seen.

“The winning group of design students created 95 percent of what you see when

you step into Piccolo,” said Van Der Reijden. “The drapes, fire place, antique mirrors and

even the name Piccolo were all chosen by Auburn students.”

Piccolo‟s name stems from a number of definitions. It means the smallest wind

instrument, the smallest champagne bottle and „little cousin‟ in Italian.

Since Piccolo opened in August 2009, revenue has more than doubled compared

to the previous Fireplace Lounge.

“Piccolo continues to exceed my expectations,” said Van Der Reijden. “Piccolo is

a fun place to relax and have a drink and is completely different from anything in the

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Auburn area.”

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Contact Information:


(334) 555-5555 or [email protected]

241 S. College St.

Auburn, Ala. 36830


HANS VAN DER REIJDEN

MANAGING DIRECTOR, THE HOTEL AT AUBURN UNIVERSITY

BIOGRAPHY

The Hotel at Auburn University & Dixon Conference Center opened in August

1988. Today, the hotel is managed by Hans Van Der Reijden, who found his way to

Auburn, Ala. in May 2003 after gaining hotel experience all over the world.

Van Der Reijden started his college career at Hanze College in The Netherlands.

After four years, he received a bachelor’s degree in hotel and restaurant management in

1989. His first job was in Belgium at The Crest Hotel as a management trainee. After one

year in Belgium, Van Der Reijden came to the United States and started working in

Seattle, Wash. as a beverage manager.

Van Der Reijden entered into The Ritz-Carlton Hotel Company in 1992 and made

a name for himself traveling the United States and gaining experience from hotel

companies all over the world. He worked at seven different Ritz-Carlton hotels between

1992 and 1999.

He was the international opening team member for Ritz-Carlton hotels in

Singapore, Indonesia, Egypt and Istanbul. In 1996 he was the Ritz-Carlton Hotel

Company nominee for Hotel Magazine’s “Young Hotelier of the World.”

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Van Der Reijden’s job titles have ranged from dining services manager to director

of food and beverage and executive assistant manager and director. He has operated with

budgets of up to $22 million in revenue and was awarded the “Hotelier of the Year

Award” in 2007 from the state of Alabama.

He left the Ritz-Carlton group in May 2003 to become hotel manager at The Hotel

at Auburn University & Dixon Conference Center. In February 2006 he was promoted to

the managing director of hotel operations and educational initiatives and continues to

hold the position today, serving as faculty of Hotel and Restaurant Management students

at Auburn.

The Hotel is part of the West Paces Hotel Group. Van Der Reijden is a founding

team member of the group and became a partner in 2003.

“Hans’ dedication to his employees and his guests is what makes The Hotel at

Auburn University a great hotel,” said Sarah Funderburk, an employee of the hotel and

conference center. “I am honored to say that I work for a company and boss with such a

great reputation.”

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Contact:



241 S. College St.

Auburn, Ala. 36830


THE HOTEL AT AUBURN UNIVERSITY BRINGS NEW YORK/CHICAGO

MUSIC VIBE TO THE LOVELIEST VILLAGE

Kenyon Carter sits down on an oversized brown suede couch to shine his silver

saxophone before stepping up to the microphone. As he polishes his instrument by

candlelight, he sips an espresso and the scene is reminiscent of the days of John Coltrane,

Frank Sinatra, Louis Armstrong and Duke Ellington.

Carter takes the stage accompanied by a bass guitarist and a baby grand piano

player. He starts his performance with a low steady rhythm of jazz and captivates the

audience with his talent.

Audience members sit back on stylish couches, unwind by the warm crackling

fire and candlelit tables and drift into the jazz age as Carter plays.

The Hotel at Auburn University opened its doors to the jazz experience in August

2009, creating Auburn’s only intimate, classy jazz lounge called Piccolo.

The name Piccolo is inspired by a number of definitions, all ultimately leading to

its jazz lounge theme. Piccolo means “little cousin” in Italian and is also defined as the

smallest wind instrument or the smallest champagne bottle.

The Piccolo jazz lounge is now the “little cousin” to the hotel’s restaurant, Ariccia

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Italian Trattoria & Bar, are a “little cousin” of the New York and Chicago jazz clubs.

Piccolo is designed to be an intimate, cozy jazz lounge for groups or couples to

come relax before or after dinner or unwind after a long day.

The lounge’s jazz theme was created by a group of Auburn University Interior

Design students. The three week project started in late July and the doors of Piccolo

opened at the beginning of football season.

“The hotel took the opportunity to reach out to the students and design a new

lounge,” said Arif Kor, manager of food and beverage at Ariccia. “The end result

exceeded our expectations.”

The idea of a jazz bar is unusual for the city of Auburn, Ala. In a college town

where typically bars and burgers dominate, Piccolo’s “small bites” menu, specialty

cocktails and intimate atmosphere allow guests to feel as if they’re on a big city escape.

Kor believes it gives guests of all ages a chance to experience something different and

exciting.

“That is what makes Piccolo special,” said Chrissie Faupel, a server at Piccolo. “It

is different from any place I have ever worked because it brings a different vibe to the

city of Auburn. When you walk in the door you feel like you are in downtown New York

or Chicago listening to your favorite jazz musician.”

On Friday and Saturday nights, musicians such as Carter come to Auburn and

perform live at Piccolo.

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“We get to play music that we enjoy,” said Carter, who graduated from Valdosta

State with a bachelor’s degree in music education. “There are not many places like

Piccolo even in big cities such as Atlanta. I love that it is a college town because students

who are also passionate about jazz can come and watch.”

Piccolo’s stylish atmosphere doesn’t end with jazz. The creative menu and a

variety of drinks named after popular jazz performers also bring a special aspect to the

lounge that can not be found anywhere else in Auburn.

“We want our guests to feel like they can dress up, drink a nice cocktail, and not

have to spend a huge amount of money,” said Kor. “Our food and drinks are delicious,

yet affordable.”

All items on the small bites menu are less than $4. The most popular drinks and

menu items at the lounge are the cannonball; the Armstrong; slow roasted Kobe beef

short rib sandwiches; and chocolate, cheesecake and pecan pie desserts served in shooter

sized glasses.

“Piccolo is a trendy mix,” said Sarah Funderburk, an Auburn University student

who works at Ariccia. “It is a good atmosphere for older age groups who don’t enjoy the

crowded upbeat bars downtown, but young enough for people who want to enjoy a

relaxing night out and a good drink or appetizer.”

Piccolo is open Tuesday through Saturday from 4 p.m. to midnight, and Sunday

and Monday from 4 p.m. to 10 p.m. Musicians such as Carter play every Friday and

Saturday night starting at 8 p.m.

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“Piccolo is my home away from home,” said Carter. “It is great to see familiar

faces each weekend, and have locals and guests continue to come hear me play.”

Piccolo is quickly becoming Auburn’s newest gathering place offering a stylish

cozy atmosphere with candlelit tables and the soft rhythm and melody of jazz legends

from the 1920s.

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Contact:



241 S. College St.

Auburn, Ala. 36830


FOR IMMEDIATE RELEASE

April 22, 2010

JAZZ PLAYERS FROM ATLANTA FIND A HOME AWAY FROM HOME

Georgia jazz acts are finding their way to small town clubs with a big city vibe

AUBURN, Ala. — Georgia on my mind meets sweet home Alabama ninety minutes south of

Atlanta is a local jazz club bringing in big city talent. Jazz players from around the southeast are

finding a new place to be-bop, pop and experience a new atmosphere.

Piccolo lounge in The Hotel at Auburn University was established in August 2009. The elegant

but comfortable atmosphere attracts locals to come relax and enjoy a specialty cocktail or a small

appetizer while listening to the old tunes of jazz musicians such as Frank Sinatra, Louis

Armstrong and Duke Ellington.

The jazz-infused lounge has exceeded expectations of The Hotel at Auburn University since its

opening last August. It sits next to Ariccia Italian Trattoria & Bar, an award winning restaurant.

Live performances are held every Friday and Saturday night at Piccolo lounge. Jazz players from

major cities near Auburn, Ala. are traveling to the loveliest village on the plains to attract a wider

audience and swing to a different tune.

Piccolo is a home away from home for these talented musicians. Piccolo’s candlelit tables,

sparkling fire, baby grand piano, and cozy suede couches give the local jazz lounge a big city

vibe and musicians the opportunity to reach a new audience and perform for guests.

Recently Piccolo has welcomed Kenyon Carter from Atlanta, who has worked with famous

entertainers including Michael Bolton and Wayne Newton. Another talent, Taylor Kennedy from

Athens, Ga., performs regularly at Piccolo and has performed with jazz musicians such as Lizz

Wright and Dave Brubeck.

As these big city talents find their way to Auburn, Ala. The Hotel at Auburn University invites

them to be a part of Auburn’s newest and hottest gathering place, Piccolo.

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Contact: Whitney Hicks, public relations director


241 S. College St.

Auburn, Ala. 36830


NEWS RELEASE


April 22, 2010

THE HOTEL AT AUBURN UNIVERSITY ANNOUNCES THE OPENING OF ITS

NEW JAZZ LOUNGE

AUBURN, Ala. - The Hotel at Auburn University and Ariccia Trattoria & Bar invites the

Auburn community to the newest gathering spot, Piccolo. This creative jazz lounge

features live jazz music on Friday and Saturday nights, specialty cocktails, wine and a

variety of delicious “small bites” and desserts.

The jazz musicians will begin performing at 8 p.m. and Piccolo will stay open until

midnight on weekends. Specialty cocktails with jazz catching themes and small bites

starting at $3 will be served until closing.

“Piccolo is unique to Auburn,” said Hans Van Der Reijden, managing director at The

Hotel at Auburn University. “This is the first lounge where you can sit down in a very

comfortable, cozy, intimate environment and listen to the sound of soft jazz tunes.”

This new lounge brings a touch of New York and Chicago style to Auburn offering a

stylish, classy ambiance where students and professionals can come with groups and

enjoy a relaxing evening or a one-on-one date night.

“This lounge is far more appealing and trendy than what it was in its earlier days,” said

Van Der Reijden. “The new theme has exceeded our expectations.”

Dim lights, candlelit tables, cozy couches, a sparking fireplace and a baby grand piano

are a few amenities that set Piccolo apart from other spots.

Piccolo is open Tuesday through Saturday from 4 p.m. to midnight, as well as Sunday

and Monday from 4 p.m. to 10 p.m.

For more information on the new Piccolo lounge, visit piccoloauburn.com, or log on to

Piccolo’s Facebook page.

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Contact: Whitney Hicks, public relations director



241 S. College St.

Auburn, Ala. 36830


NEWS RELEASE


April 22, 2010

PICCOLO JAZZ LOUNGE HOSTS AN OPEN MIC JAZZ NIGHT

Auburn’s newest gathering place, Piccolo, invites locals to show off their jazz style.

AUBURN, Ala. – Piccolo lounge in The Hotel at Auburn University is inviting talented

jazz musicians to come in this Monday night. The jazz lounge will host its first live open

mic night for local jazz talent in the community.

The performances will begin at 8 p.m. and end at 11 p.m. Piccolo will be serving

cocktails, wine, beer and an assortment of small appetizers and desserts under $4.

Live jazz performances are also provided on Friday and Saturday nights starting at 8 p.m.

from name talent near Auburn and around the Southeast.

This is a great opportunity for Auburn and Opelika talent to come showcase their music

and style while having fun in the cozy, relaxing and classy environment of Piccolo.

Piccolo lounge has exceeded expectations in revenue and customer service since it

opened in August, and managers at The Hotel at Auburn University and Ariccia Trattoria

& Bar think Open Mic Night Thursdays will bring in an even bigger audience. Piccolo

lounge is quickly rising to become Auburn’s newest hot spot.

For more information and rules for participating in Open Mic Night Mondays, visit

piccoloauburn.com or Piccolo’s Facebook page. A dress code is required for participants

and the talent must be jazz.

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Contact:




241 S. College St.

Auburn, Ala. 36830


April 20, 2010

Amy Weaver

Staff Writer, Opelika-Auburn News

2901 Society Hill Road

Opelika, AL 36801

Ms. Weaver,

Piccolo lounge in The Hotel at Auburn University is known for its candlelit tables,

crackling fire, specialty cocktails and most importantly the steady rhythm of jazz music.

Piccolo’s stylish, classy king lounge is the only one of its kind in the Auburn area. It was

designed by Auburn interior design students.

The lounge is hosting Live Open Mic Jazz nights starting this Monday evening. The

event will feature local jazz musicians or bands who register in advance and play live

performances from at 8 p.m. to 11 p.m.

Ever since Piccolo opened last August revenues for the lounge have exceeded all

expectations. Piccolo expects the interest in the new open mic night event will attract an

even larger crowd.

Open Mic Night Thursdays is a great opportunity for local musicians to showcase their

talents. Bands must be jazz only and from the Auburn and Opelika area.

I would welcome the opportunity to tell you more about Open Mic Night Thursdays and

why this event will be exciting for the Auburn area and Piccolo lounge. You can reach

me at (334) 555-5555 or [email protected].

I look forward to speaking with you about this creative event.

Sincerely,

Whitney Hicks

Public Relations Director

Piccolo

241 S. College St.

Auburn, Ala. 36830


Piccolo Total Time: 30 seconds

Whitney Hicks, Producer

ANNOUNCER: HELLO FACEBOOK FANS, MY NAME IS HANS VAN DER

REIJDEN, THE MANAGING DIRECTOR FOR THE HOTEL AT AUBURN

UNIVERSITY AND DIXON CONFERENCE CENTER. PICCOLO LOUNGE,

LOCATED NEXT TO ARICCIA, OPENED LAST AUGUST AND IS A GREAT

PLACE FOR PEOPLE OF ALL AGES TO COME HAVE A DRINK OR APPETIZER

AND RELAX TO THE TUNES OF LOCAL JAZZ MUSICIANS. PICCOLO

RECENTLY LAUNCHED A FAN PAGE ON FACEBOOK AND IF YOU SIGN UP

YOU RECEIVE AN E-MAIL FOR A FREE APPETIZER. CHECK PICCOLO OUT ON

FACEBOOK AND BECOME A FAN. WE WILL HAVE A NEW PROMOTION EACH

MONTH. JOIN OUR FANPAGE ON FACEBOOK SO YOU WON’T MISS OUT ON

PICCOLO’S GREAT SPECIALS.

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Contact:




241 S. College St.

Auburn, Ala. 36830




ANNOUNCER: IT’S “A” DAY WEEKEND. COME IN FRIDAY AND SATURDAY NIGHT

TO CHECK OUT PICCOLO’S ALL-STAR JAZZ LINE UP FEATURING KENYON CARTER

AND TAYLOR KENNEDY. LIVE PERFORMANCES START AT 8 P.M. AND END AT 11

P.M. KENYON CARTER FROM ATLANTA WILL BE FEATURED ON FRIDAY NIGHT

AND TAYLOR KENNEDY WILL BE PLAYING ON SATURDAY NIGHT. PICCOLO

LOUNGE OPENS AT 4 P.M. SO COME EARLY AND ENJOY A SPECIALTY COCKTAIL

OR SMALL APPETIZER WHILE YOU RELAX TO LOCAL JAZZ MUSIC. JAZZY TIGER

FANS WON’T WANT TO MISS IT!

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Contact:

Whitney Hicks, Public Relations Director



241 S. College St.

Auburn, Ala. 36830




ANNOUNCER: HELLO, FROM PICCOLO! MY NAME IS RICK REED AND I AM

THE MARKETING DIRECTOR FOR THE HOTEL AT AUBURN UNIVERSITY

AND DIXON CONFERENCE CENTER, THE HOME OF PICCOLO LOUNGE. WE

ARE BEGINNING A NEW TRADITION AT PICCOLO! THIS MONDAY STARTING

AT 8 P.M. PICCOLO WILL HOLD ITS FIRST “LIVE OPEN MIC NIGHT.”

TALENTED JAZZ MUSICIANS FROM THE AUBURN AND OPELIKA AREA’S

ARE INVITED TO COME TO PICCOLO AND PLAY JAZZ MUSIC FOR OUR

CUSTOMERS. PICCOLO IS A STYLISH, INTIMATE LOUNGE LOOKING FOR

TALENTED JAZZ PLAYERS WHO ARE PASSIONATE ABOUT MUSIC AND

ENTERTAINMENT. IF YOU ARE INTERESTED IN PERFORMING, VISIT AT

WWW.PICCOLOAUBURN.COM. DRESS CODE IS ENFORCED, ONLY JAZZ IS

THE VOICE. FAMILY AND FRIENDS ARE WELCOME TO ENJOY OUR LOCAL

EVENT! PICCOLO INVITES EVERYONE TO COME OUT EACH MONDAY TO

ENJOY LIVE OPEN MIC JAZZ, SPECIALTY COCKTAILS AND A SMALL BITES

MENU. PICCOLO IS BRINGING THE JAZZ AGE BACK TO AUBURN.

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Contact: Whitney Hicks, Public Relations Director



241 S. College St.

Auburn, Ala. 36830


OPINION PIECE

FOR EDITORIAL CONSIDERATION

April 25, 2010

PICCOLO JAZZ LOUNGE IS QUICKLY BECOMING AUBURN’S NEWEST

HOT SPOT

John Coltrane, Louis Armstrong, Duke Ellington, and Dizzy Gillespie are just a

few names that come to mind when you think of rhythm and jazz. These inspirational

artists are legends to the jazz era and changed their generation through music.

Located in downtown Auburn, Piccolo is the perfect spot to be reminded of this

era that swept Americans in the 1920s and continues today. Piccolo lounge is a jazz

infused bar and is famous for being one of the few places that celebrates the time period

when “anything goes.”

It is hard to find local spots around Auburn, Ala. where a group or couple can go

relax, unwind and have a drink. Most of the bars in the area are targeted to young college

students. For this reason, Piccolo is becoming one of Auburn’s hottest attractions

specializing in cocktails, wine, appetizers and desserts while providing a slow, steady

beat of jazz.

If the candlelit tables and over sized suede couches don’t sell you, the music will.

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Local jazz musicians perform live every Friday and Saturday night and bring in a

different audience than other bars in the Auburn area. Piccolo is intimate, classy, relaxing

and stylish and the music and menu make the lounge the perfect place for a date, group

gathering or a night out with friends.

Piccolo has a small bites menu and a sweet bites menu with a variety of mouth

watering treats that are affordable and delicious. Piccolo’s drink menu has nine specialty

cocktails. If you want to be daring, try a jazz inspired drink like the “billie holiday” or

“the armstrong.” These are signature cocktails at Piccolo, and a favorite of mine. If you

are looking for a glass of wine or a cold beer, Piccolo has these too.

Piccolo is special to Auburn because it is different from any other bar or lounge. It

brings in a variety of locals and guests because it targets a broader audience than just

college students. It is a great place to unwind after a hard day at work or to start the night

out on the town.

You feel like you are in a big city when you step inside Piccolo, it takes you out

of Auburn and into New York and Chicago. Piccolo is an experience that you can not

fully grasp until you step foot inside the lounge and hear the saxophone and baby grand

piano playing soft jazz tunes.

Piccolo is located in The Hotel at Auburn University next to Ariccia Italian

Trattoria & Bar. Piccolo is open from 4 p.m. to 10 p.m. on Sunday and Monday, and 4

p.m. to midnight Tuesday through Saturday.

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Next time you come through downtown Auburn, stop by Piccolo lounge and

unwind in the cozy atmosphere with a drink in your hand and a dessert on your plate.

This new hot spot is giving Auburn residents and guests something to talk about.

Afir Kor is the executive assistant manager for food and beverage at the Hotel at Auburn

University, Ariccia Italian Trattoria & Bar and Piccolo lounge.

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Contact Information:


(334) 555-5555, [email protected]

Piccolo Press Kit

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