University Audio — Attraction in Madison

7/3/2022 There were plenty of "Audio listening Rooms" in the late 1970's and 80's.

You know, that darkened, specialized room designed so you could select your 'high end' stereo equipment free of distractions and with the help of your personal sales guy. The problem was that your initial excitement was dampened because it never sounded the same when assembled in your normal home environment. The 80's saw a reduction of these places as digital and phone apps and ear buds bloomed and boomed to to obliterate this older traditional way of listening, and specialized places disappeared. Most went high end portable tech. Many of us vinyl people went with the flow, packed away the LP's, stored the turntable, and became part of the more accessible but less personal and more detached portable music scene, foregoing that sacred home space that was the refuge room for listening. We became accustomed to the blue tooth portable sound, but knew, deep down, unlike the newer generations, that we had audible memories embedded by experience that had opened us to a world that many of this newer generation never knew existed, that could take us to a sounding stage and private place and listening space that was a world away, customized to our own auditory senses and creation. With the imposed solitude of the past two years, I wanted to rediscover that which I had lost in storage and forgotten in time. My $300 phono turntable of the late 70's had suffered in abandoned storage. My 1990 speakers were ok, but I also knew there might be better.

Where to begin? I went to my computer and started reading. I discovered that the world of audio had gone internet, and that I could find a zillion places to buy and hundreds of opinions, a multitude of pricing, but NOWHERE to hear, to feel and judge with my ears what might be a good choice. I almost made an emotional purchase decision tied a familiar historic American named speaker brand, reputable in the past and renewed in production with a midwest address. They sell direct. Great reviews. Solid tradition. Friendly sales people by phone. Then I discovered, after asking questions, that they ARE in a small Indiana town, but everything in production and replacement is in CHINA. They are essentially the way station. Fine if that's (pardon the expression), "your cup of tea". Not mine. Not for the kind of expenditure and no ability to hear the product. I reside, let's say, in the boonies. By choice. Unfamiliar with current urban choices, another internet search of, " Madison, WI, Audio Stores", brought me to,"UNIVERSITY AUDIO"... Would this be another glitz, sales slick, suit and tie specialized sound proofed, adjustable lighting, myriad-ed postered, colorful brochures festooned enclave of super- duper rabbit hole-bottomless dollar pit maze, that would try to dissect me more than I wanted to dissect them, place?? No. I met Ben. As straight forward as the plastered walled rooms with a couple of chairs to listen to any number of audio choices so that you could find your ears matched to equipment and technology that your brain could hear, and to which your soul could relate. I really did rediscover 'The Sound of Music". (That a bit too trite, but truisms often are.) We got it all home now. It sounds true to what we heard and better, because it's in our listening head space, our room. My suggestion is: If you are going to take the journey, or rediscover the journey, take the road trip, not the internet trip; especially if you value experience over expeniture as your guide. University Audio may be justly, the education your ears need. TB a real fan. A...

Not sure what happened with that other reviewer and the dog, but when I was in there today, the dog (a border collie puppy) was sequestered in the back. I had my son with me and he asked to see the dog. They warned me that she was very friendly and might jump up on us, but we're dog lovers and didn't mind. Once she was out and got used to us, she was much calmer. The point is, they keep the dog in back and only let her out upon request, so it's safe for those who don't like exuberant dogs. Also, I was told that having the dog there was only temporary. As for the service, these guys are awesome! I just bought a home theater receiver and surround sound speakers (not from them), but needed some quality speaker wire and banana clips. They were very knowledgeable and helpful. They looked up my system online to be sure they were recommending the right items for my home setup. In fact, they showed me that I needed a sub-woofer RCA cable I didn't know I needed. I would've driven all the way home and realized I didn't have the right cable, and then had to drive all the way back again unless they had pointed that out to me. Yes, they sell high-end stuff, but the quality and service is worth every penny. I will definitely...

Decided it was time to upgrade my speakers, stopped by University Audio, spent an informative and delightful hour (or so) with Steve, made my choice, and am extremely satisfied with the speakers and with the attention and service received. The suggestions were tailored to my music tastes, my price range was respected, Steve was very patient with my decision-making process. I think he truly enjoyed answering every question and allowing me to listen to my final choices again and again and again. A week later I had an unrelated question about my system (not related to a purchase), and the phone consultation was thorough and helpful. They will definitely get my...