Siren Rock Brewing Company owners Cory and Eva Cannon know it takes more than an impressive selection of great-tasting craft brews to keep customers happy and coming back for more. The environment, energy and hospitality of the place are just as important. Consequently, full-bodied audio was part of their recipe from the start.

As architectural plans came together for the 13,000-square-foot facility in Rockwall, Texas, the entrepreneurs contacted local pro AV manufacturer’s rep Mizzen Marketing to help design a suitable audio solution. To ensure a cohesive aesthetic, system interoperability and easy deployment, they preferred that the equipment came from a single manufacturer. Their other prerequisites: It had to sound amazing, blend in with the environment and be simple to operate.

These were tall orders, given the architectural and acoustical diversity of the facility and the abundance of highly reflective metal, glass and concrete surfaces throughout. Other environments comprise the brewery, including a taproom, production room, private event space, full kitchen and two outdoor beer gardens, each with different ceiling heights, design elements, materials, environmental requirements and applications.

AtlasIED’s extensive speaker portfolio checked off every box. The Cannons wanted discreet built-in speakers from its SHS (Strategically Hidden Speakers) line for standard ceilings, pendant speakers and subwoofers for tall, open ceilings and weather-hardy landscape speakers for the patios and gardens. Then, with the addition of AtlasIED’s Atmosphere digital audio system, the speakers throughout Siren Rock could be easily zoned and calibrated for the high-quality sonic performance and one-touch operation the Cannons wanted.

Once the design parameters and audio requirements of Siren Rock had been established, Mizzen’s director of technology, Doug Hall, drafted a complete digital audio plan comprising Atmosphere DSP, amplifiers and controls, all tied to an assortment of more than 65 AtlasIED speakers. “AtlasIED had everything needed for the project, which streamlined installation significantly,” Hall said. “Plus, the Atmosphere system is so easy to tune, I happily went the extra mile to use a sound analyzer and pro microphone to tweak the system further to remove as many of the audio reflections as possible.”

The tuning, calibration, zoning and programming capabilities of Atmosphere makes the system easy for employees to operate. They don’t have to worry about volume levels or which speakers to activate as they run on presets. From their mobile devices or one of several wall-mounted touchpads in the building, they select the appropriate zones, and the system delivers the right music, at the right volume, to the right speakers. “At certain times of the day, they might choose to play music only indoors, or switch off the house music when a live band plays,” Hall said. “An Atmosphere XLR jack near the stage can distribute the live music to speakers throughout the venue if they wish.”

“This, plus all the other audio features Atmosphere supports has given us the wow factor, the comfort level and the customer engagement we had hoped for when creating Siren Rock,” Cory said.

By synching their mobile devices with a Bluetooth audio input, guests can can listen to their favorite songs and playlists via the Atmosphere-integrated speakers. A wall-mounted volume controller is accessible to the guests as well.

AtlasIED equipment used in this project includes:

• Atmosphere AZM8 eight-zone audio processor
• Two AZA804 800-watt networkable four-channel power amplifiers
• AZA404 400-watt networkable four-channel amplifier
• 12 PM8FA-W eight-inch, two-way pendant mount speakers
• (9) PM4FA-B four- inch two-way pendant mount speakers
• (2) PM8SUB-B eight-inch pendant mount subwoofers
• (2) PM8SUB-WH 8” pendant mount subwoofers
• (7) SM82T-B 8” two-way all-weather speakers
• (22) GST-G all-weather outdoor landscape speakers
• (4) FAP40T 4” in-ceiling speakers
• (8) SHS-6T2 Strategically Hidden Speakers (SHS)
• Atmosphere C-ZSV-US zone, source, and volume wall controller
• (4) C-V-US Atmosphere volume controllers
• (2) A-XLR-US Atmosphere remote XLR inputs
• (2) A-BT-US Atmosphere remote Bluetooth audio inputs