Sonos 'Dealer Appreciation Event' Highlights Innovations for Integrators

Hosted Event Showcased Sonos Innovations, Created Community, and (re)Confirmed its Commitment to the Pro Channel

A recent Sonos Dealer Appreciation Event (DAE) 2025 brought together integrators, technology partners, and Sonos leadership for a candid, energized look at where premium sound and the professional channel converge. Held in Santa Barbara—where the sunsets rival the seascapes—this year’s DAE was a testament to Sonos’ evolving strategy, its deepening respect for integration partners, and its commitment to delivering elegant, scalable, and joyful listening experiences.

From enlightening presentations by Sonos partners, team members, and executives to success stories from dealers in the field, every moment underscored the same theme: connection—between people, technology, and space.

Here are some notable highlights of the multi-day event:

AVIXA Market Intelligence: Follow the Sound

Sean Wargo, AVIXA’s Senior Director of Market Intelligence, delivered a data-rich view of where the pro AV industry is heading—and why sound is central to growth.

The global pro AV industry is now valued at $325B, with an annual growth forecast of 3–5%. Of particular note: 48% of AVIXA members reported completing light commercial projects in the past year, with 11% of total revenue stemming from those jobs. And of that, a remarkable 30% came from audio solutions.

“Even in the smallest markets, sound can be a connector,” Wargo said, citing a Sonos install in aVirginia tasting room. “Integrators who understand that will lead.”

Labor costs have increased 25–30% since 2019, making the case stronger for scalable, easy-to-install platforms like Sonos. Managed services are the fastest-growing segment (10.2% CAGR), and verticals like hospitality, boutique retail, and entertainment are driving demand for immersive, audio-rich environments.

The Builder Opportunity: Bigger Than You Think

HomeSphere CEO Greg Schwarzer reframed the homebuilding market with wit and insight. In 2024 alone, 1.6 million new homes were built in the U.S.—with over 350,000 of those built by HomeSphere’s network of mid-market builders.

“These builders aren’t just building houses—they’re building experiences,” he said. “And they’re looking for partners who can help them stand out.”

"Solutions like Sonos elevate the buyer experience and home builders who value customization understand the value proposition. Integrators can very effectively bridge the gap between brands and builders. “It’s not about one big media room,” Schwarzer noted. “It’s about seamless sound everywhere—inside, outside, always on.”

And thanks to the Sonos + HomeSphere partnership, builders get rebates, integrators keep their margins, and buyers get the soundtrack to their lives—wired, ready, and integrated from day one. 

Greg summed it up perfectly: “We’re not trying to compete with you. We’re just trying to help you build more relationships—and maybe convince a few builders that Sonos is the best thing to happen to drywall since paint.”

Networking That Delivers

NETGEAR brought the infrastructure conversation to life, reminding integrators that great sound relies on reliable networks. The discussion centered on Power over Ethernet (PoE), managed switches, and future-ready infrastructure for high-performance audio systems.

“Sonos speakers like the Era 100 Pro require PoE+,” the presenter explained. “That means integrators need to plan for max draw, proper port types, and power budgets that accommodate current and future needs.”

NETGEAR’s managed switches—with PoE port counts ranging from 5 to 48—were highlighted for their scalability, affordability, and seamless integration into residential and light commercial systems.

Clarity and Culture from the Top

CEO Tom Conrad provided a candid conversation that was refreshingly real. Reflecting on Sonos’ trajectory and the pro channel’s role in its success, Conrad spoke with equal parts humility and optimism, and emphasized meaningful improvements being implemented for the professional channel.

He spoke about how the company is now set up to invest deeply in fewer things—and that dealer feedback helps shape what rises to the top. He commented that dealers have insights that simply can’t be obtained from spreadsheets, and when dealers provide feedback on what’s working and what’s not, it shapes the way the company prioritizes, builds, and supports. He noted that this kind of feedback loop is essential to the success of the brand.

Conrad’s unvarnished commentary resonated with integrators. He acknowledged the legacy love many clients have for their decade-old Sonos products and invited dealers to lead personalized upgrade journeys—ones rooted in trust, not pressure.

Asked whether Sonos is a software company or hardware company, he reframed the question and replied saying a platform company—one that uniquely blends both disciplines. That approach is seen in innovations like the new Era 100 Pro and Arc Ultra.

Purpose-Built for Pros: Expanding the Portfolio for Every Space

During the Sonos DAE 2025, attendees got a closer look at how Sonos is expanding its purpose-built portfolio to meet the evolving needs of both residential and light commercial environments. From boutique retail and hospitality spaces to cafés, fitness studios, and multi-room homes, Sonos continues to deliver solutions that balance performance, simplicity, and design.

Showcasing the new Era 100 Pro—a PoE+ powered speaker designed specifically for professional installations

With an elegant Surface Mount option, flexible mounting choices, and enhanced theft deterrence, it’s clear this model was engineered with integrators in mind. It offers the kind of scalability and aesthetic refinement that modern commercial clients demand.

Also featured was Sonos Pro, the company’s powerful SaaS platform for businesses, that allows integrators to remotely manage systems, access commercially licensed music, and support multi-site clients with ease. It’s an ideal solution for clients in hospitality, wellness, and retail who want consistent audio experiences across locations.

Of course, Amp and Port remain core components—scalable, reliable, and perfect for bringing traditional systems into the streaming age.

The message was clear: Sonos is investing in innovation and committed to helping integrators thrive in every space where sound matters.

Dealer Stories That Resonate

The final session of the DAE came from the front lines—dealers who shared how Sonos remains the go-to platform for building trust, expanding systems, and delivering joy.

Adam Zell from Boston Automations LLC in Massachusetts told the story of a 29-zone Narragansett home powered by Sonos Ports and anchored by a rock-solid Ruckus network. “Clients want fewer apps and more simplicity,” he said. 

Boris Bunich from Vision Media Inc. in Charlotte shared how he wired a full PGA hospitality house with Sonos in just two days, proving that flexibility and trust are everything when time is tight and expectations are high.

Steven deWeerd from Brentview Electronics in Toronto, Canada shared how his cottage demo space—complete with a Sonos-filled bar—drove six-figure installs. “Tell stories. Create emotional connections. The gear comes second.”

Alan Crowder from Digital Home Colorado highlighted how Sonos Amp lets him revive legacy control systems and deliver premium sound with modern usability. “Even a 92-year-old client can benefit from voice enhancements,” he joked, nodding to Sonos’ AI capabilities.

Rusty Deeble from Digital Installers in Long Beach, CA turned a simple poolside refresh into a full-blown multi-home takeover. “Fixing Sonos” became a six-figure entry point to broader integration and repeat business.

Final Notes: A Platform That Listens

DAE 2025 confirmed what many already knew: Sonos is listening—really listening—to the professional channel. From new tools and platform updates to deeper strategic partnerships, the event reflected a renewed focus on supporting dealers not just with great products, but with better programs, smarter support, and genuine partnership.

The soundtrack of DAE wasn’t just Van Halen and James Taylor (though many wished they had made appearances). It was the steady beat of connection—between people, technology, and the spaces we share. 

And with Sonos, that connection sounds better than ever. 

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