Every piano manufacturer states that a piano should be tuned twice a year - although many piano technicians, myself included, generally say once per year is sufficient for many pianos. While this is a good number to start with, let's look at some of the variables which might alter the old rule of thumb about how often is right for your individual situation.
New pianos should absolutely be tuned two times per year at the minimum in their first couple of years. New strings will stretch during this period and it is important that the strings are "trained" to bend at the correct place as they cross the bridge on the soundboard. If you will be diligent about this during the critical first few years, your piano will be much more stable throughout it's entire life.
Just like you might expect a Mercedes S class to outlast and perform better than a Ford Fiesta, the quality of a piano affects how well it will stay in tune. The quality of wood used in the pinblock, soundboard, and bridges, as well as the overall structural quality of the case will make a difference.
As pianos age, the wood inside of them naturally tends to dry out. As a pinblock loses moisture, the holes which hold the tuning pins in place enlarge, thereby reducing the friction which grips them. Loose tuning pins means more frequent tuning will be necessary. Pianos which have lived in unusually dry environments, or which are housed in a room with a working fireplace will be especially susceptible to having loose pins.
The #1 factor that affects tuning stability is the environment. Swings in humidity and temperature cause the soundboard to swell and contract - the bridges push upward against the strings when the humidity is high (Summer time in most areas) and do the opposite when it's dry (Winter time). Ideally, a piano will live in an environment that is about 72 degrees with a relative humidity percentage in the low 40's. The avoidance of extreme changes is why we recommend not having a piano against an outside wall, near windows/doors, and not in front of or over air vents.
Pianos that are used frequently and heavily should definitely be tuned at least twice per year. This includes churches (many have theirs tuned 4 times/year or even monthly), piano teachers, and serious pianists. Prominent venues and performances halls generally have their piano tuned before each performance. Schools should have their pianos tuned this often too, but sadly, few have the financial resources to do so.
This is often overlooked, but larger pianos, both grands and tall uprights, have soundboards with a large surface area, and therefore expand and contract even more with weather changes. Old uprights and larger grands will require tuning more frequently than most pianos.
If you will only be having your piano tuned once per year, then it doesn't matter what month you pick to do it, but do stick with that month, so that the atmospheric conditions are similar each time that it is tuned. If you tune twice per year, I recommend Spring and Fall, again, because conditions are similar. I do not recommend Winter and Summer, as humidity and temperature are so different between these seasons.
When I used to be the on-staff piano technician at a university, I had a Piano Performance Professor who never asked me to tune the Steinway B's in his studio (of course I did them anyway). Conversely, there was a Trumpet Professor who was driven crazy by his studio piano not being tuned every two weeks. We all have different tolerances and expectations.
In summary, if your piano is new, heavily used, older, or in an inconsistent environment, you will want to have it tuned two or more times per year.
If it's like most pianos that piano technicians visit though, once per year is sufficient. Don't go more than 2 years between tunings though, or the piano will be needing a pitch adjustment at it's next tuning, and won't stay in tune very well between tunings.
Regular maintenance is important for all pianos, even ones that are rarely played!
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