Proving that music and events can fill hotel rooms, Starwood Hotels & Resorts Worldwide and its Starwood Preferred Guest (SPG) program have renewed and expanded their strategic sponsorship alliance with Live Nation Entertainment, Inc. to offer SPG members access to live music experiences. The exclusive multi-year, multimillion-dollar strategic sponsorship allows SPG members to benefit from entertainment experiences. The result could be strengthened loyalty among SPG members and the ability to attract new customers to Starwood properties, according to the hotel brand.
The sponsorship enables Starwood to leverage a roster of live entertainment events to offer its SPG members. Direct benefits to SPG include music-inspired promotions and redemption opportunities, access to intimate acoustic performances and artist after parties taking place around the globe at Starwood properties as well as access to premium tickets and VIP experiences.
Since the alliance began, SPG members have witnessed Sting perform pre-show sound checks, taken drum lessons with Daniel Adair from Nickelback, and had the opportunity to meet other artists including Dave Matthews, John Mayer, Jonas Brothers, Depeche Mode, Katy Perry, and more, Starwood said.
"Starwood’s SPG program has been a category differentiator since its inception and our innovative alliance with Live Nation Entertainment solidifies our leadership position by providing members with benefits that are not only exclusive, but that align with their passions and pursuits," said Phil McAveety, chief brand officer of Starwood. "Our relationship with Live Nation Entertainment has been extremely successful and we’re pleased to renew and expand it so that our members and their families have the opportunity to get up close and personal with their favorite music artists."
Starwood will work directly with the entertainment company’s touring division to arrange customized hotel bookings for artists on tour and for all corporate travel, providing a measurable cost savings for the company’s global travel and lodging needs.