Starwood Links With Live Nation For Music


Starwood Hotels & Resorts Worldwide is partnering with Live Nation Entertainment, Inc. to launch the third consecutive year of their music series, kicking off this year on June 5 with Mayer Hawthorne in Toronto.

The “Hear the Music, See the World” program brings a series of nine acoustic performances by top artists at different Starwood-owned hotels around the world. The series will offer once-in-a-lifetime experiences at Starwood properties in cities including New York; Nashville, San Diego, Munich, Dubai and Buenos Aires.

Included is an eclectic range of music including alternative rock, soul, country and pop. Other music artists include Jewel, Janelle Monae, Jason Mraz, Capital Cities, Kellie Pickler, and Leona Lewis.

SPG members can redeem Starpoints to attend one of the intimate performances on the music tour by visiting spg.com/moments. 

The program has changed since its inception, says Mark Vondrasek, senior vice president, distribution, loyalty and partnership marketing for Starwood Hotels & Resorts.

“This year, we’re offering enhanced artist experiences with select artists, going above and beyond for SPG members with the opportunity to meet their favorite artists by using Starpoints to bid on these curated VIP packages,” Vondrasek tells Marketing Daily.

Included is an “Almost Famous” experience with singer-songwriter Jewel that gives the bid-winning SPG member the chance to be “live the movie -- hang out backstage at the show, conduct a private interview with Jewel, and really get a one-of-a-kind VIP experience,” he says.

The concert series is one of SPG’s most popular events for members, Vondrasek says.

“Our members love SPG because we place them at the center of everything we do and providing them with once-in-a-lifetime opportunities is one way we thank our members for their loyalty to Starwood,” he says.

In addition to the member’s packages, Starwood is launching a Twitter contest on April 17 giving away tickets to select shows on the tour for general consumers.

To enter, consumers can post to Twitter their favorite scenery, setting or landscape in or around a Starwood Hotel and Resort property or favorite scenery, setting or landscape in a city where there is a Starwood Hotel or Resort. Each posted entry must include a photo, the SPG Twitter handle (@spg) as well as the hashtag #spgtheworld and the Starwood Hotel and Resort property name associated with the photo. Finally, entrants must follow @SPG on Twitter to enter and submit their photos by May 1.

Users of the SPG app can get a chance to win even more music experiences with Ticketmaster. For every 2 eligible nights booked via the SPG app and completed anytime from through May 31, members will receive $50 Ticketmaster Ticket Cash codes. Additionally, through April 13, members will be entered into a daily sweepstakes to win a $50 Ticketmaster Ticket Cash code for any eligible booking via the SPG app for iPhone, iPad or Android.  

“Starwood has put its stake in the ground as having one of the leading loyalty programs in the hospitality industry based on our three pillars: culture, entertainment and sports,” Vondrasek says. “We strategically evaluate what partners make sense for the brand based on those pillars and know that Live Nation is a perfect fit to really give SPG Members a personalized taste of what the entertainment industry has to offer through a unique music series.”

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