A gas station owner in Quincy, Massachusetts, has hired violists to perform live classical music for drivers while they pump fuel [1].

This initiative seeks to elevate the mundane task of refueling into a cultural experience, particularly as drivers face the stress of rising fuel costs.

Harvey Kertzman, the owner of the Quincy Gas station and a former choir singer, launched the program in early 2024 [1]. Kertzman said he wanted to bring classical music to his business to enhance the experience for his customers [2]. By integrating live performances into the storefront, the station aims to provide a moment of reprieve for motorists.

"I’ve wanted to bring classical music to my station for years, and now our customers can enjoy a little concert while they fill up," Kertzman said [2].

The effort comes amid a period of significant price volatility for American consumers. The U.S. national average gasoline price has increased by approximately $1.06 per gallon compared to the previous year [3]. Kertzman's approach uses art to mitigate the frustration associated with these costs, turning a necessary chore into a brief public concert.

Local drivers have encountered a group of violist musicians stationed near the pumps, providing a soundtrack of classical compositions as they complete their transactions [1]. The program represents a departure from traditional retail strategies, focusing on emotional well-being rather than discounts or speed of service [2].

“"I’ve wanted to bring classical music to my station for years."”

This initiative reflects a trend of 'experiential retail,' where businesses add non-traditional value to attract customers and build brand loyalty. By pairing a high-stress activity—paying for expensive fuel—with a calming cultural experience, the business attempts to shift the consumer's psychological focus from the cost of the commodity to the quality of the environment.