The Family Piano Co.


Store Name The Family Piano Co.
Making music available to everyone; first-time families and professionals, alike!

Business Type Sporting Goods, Hobby, and Musical Instrument Stores

NAICS Code 4511

Location 114 S. Genesee St., Suite 402 , Waukegan, WI 60085

Nearby Businesses Genesee Theatre, Hussy’s Tavern & Grill, Baccis Bistro

Owner/Manager Alice Alviani & Mark MacLeod

Special Store Activities Field trips from area schools, promotional kazoos for children customers- the universal instrument!

Year Opened 2006


Phone 847-336-7624


Community Profile Waukegan, with a population of approximately 90,000, is located within an easy drive of Chicago. Nestled on the shores of Lake Michigan, Waukegan is a fast growing community and the downtown is undergoing a revitalization to reflect this growth. The community is home to the well-known Genesee Theatre.

Products Sold & Niche Developed

The Family Piano Co. specializes in pianos and piano products. In addition to carrying pianos that fit most any price-range and skill level, from a begining family to a professional, this shop also offers a full line of friendly and knowledgeable service including tuning, repair and rentals. Because all pianos are owned by the store (and not “floor planned”) owners Mark and Alice there is no reason to pressure customers into making purchases – a technique that consciously adds to the welcoming community atmosphere of this store. Expansion plans include a stage for student recitals and professional weekend performances, a coffee bar and two full practice rooms.

Market Segments Served

On their website, The Family Piano Co. asks customers to print out the mileage from their home to the shop. This mileage is then doubled and turned into a dollar discount from checkout price. This promotion strategy, plus low costs, high service and special financing options draw people to the new shop from not only within the Waukegan community, but many from the greater Chicago area as well.

Contributions to the Business Community

The Family Piano Co. has played an active role in the revitalization of downtown Waukegan. By assisting to renovate a large, early 20th century building, owners Mark and Alice were among the first in a wave of renovation in Waukegan just this past year.