Starwood Invites SPG Members to ‘Hear the Music, See the World’ with Concert Series
Photo courtesy of Starwood Hotels and Resorts
As part of its signature music series “Hear the Music, See the World,” Starwood Hotels and Resorts will present five in-hotel music performances from June to November this year.
The in-hotel intimate experiences, produced in partnership with live music consulting agency Trevanna Entertainment, will take place at five hotels representing six different Starwood brands and will be available exclusively to Starwood Preferred Guest (SPG) loyalty members.
Nate Reuss will kick things off at Aloft/Element Miami Doral on June 26. That will be followed by Zhang Zhen Yue at W Beijing on July 4, Jamie Cullum at The St. Regis Mexico City on Oct. 8, and Bastille at Westin Palace Madrid on Oct. 30. The series will cap off with none other than John Legend at Sheraton LA Downtown on Nov. 5.
Tickets for this year’s acoustic series are available starting today. SPG members can also redeem Starpoints at spg.com/moments to attend the in-hotel performances.
“There is nothing better than getting up close and personal at small venues with fans who love music as much as I do,” Legend said, via a release. “I get to perform for these devoted fans in the most beautiful settings at the most incredible hotels in the world. SPG delivers what matters most to us — bringing music to the people.”
In addition to the “Hear the Music, See the World” series, Starwood is offering other musical perks to SPG members.
SPG members will have priority access to major festivals this year, including the Coachella Valley Music & Arts Festival, the New Orleans Jazz & Heritage Festival, and ultra-popular Barclaycard Presents British Summertime Hyde Park. That includes VIP passes, behind-the-scenes tours, premium seats, catered dinners, and access to hospitality and AMEX lounges.
On top of that, via an expanded relationship with major sports and entertainment presenter AEG, Starwood is offering members access to its SPG Luxury Suites for top-notch viewing experiences at AEG-affiliated venues such as STAPLES Center in Los Angeles, the Mercedes-Benz Arena in Shanghai, and The O2 in London.
SPG members can also win music prizes through a sweepstakes. Prizes include an all-expense paid trip for two to one of the “Hear the Music, See the World” performances, a SPG Luxury Suite takeover, or 50,000 redeemable Starpoints. Any SPG member who registers for the sweepstakes and books an eligible two-night stay at any Starwood property through the SPG app will be entered to win. The sweepstakes runs from today through May 22. Members can register at spg.com/hearthemusic. To earn additional entries into the sweepstakes, members just need to share a photo of their favorite SPG experience or hotel stay on Twitter or Instagram with the hashtag #spglife.
“Music moves our members, so we’re making this year’s program even more memorable, which will deepen our relationship with our most valuable guests,” said Mark Vondrasek , senior vice president, distribution, loyalty and partnership marketing for Starwood Hotels & Resorts. “Through SPG’s music program, we’re redefining what loyalty programs can do. We’re continuing to cultivate loyalty beyond reason with all of our members by providing them once-in-a-lifetime access to music’s top talent and the chance to see amazing performances from the comfort of SPG’s luxury suites in some of the world’s best venues.”
OneRepublic, Ben Folds Five, Imagine Dragons, Sara Bareilles, and Janelle Monae have also participated in Starwood’s “Hear the Music, See the World” series in previous years.
Other Hotel Companies Offering Musical Perks
Hilton Worldwide recently launched the Hilton@PLAY concert series for HHonors loyalty program members.
The concert series debuted last month with Grammy winner Paramore at Conrad New York, and Nick Jonas will be the next performer on April 22 at Hilton Anatole in Dallas.
To attend the events, Hilton HHonors members visit HHonors.com/auctions, and redeem Hilton HHonors points for the experiences.
In addition to scheduling more performances at Hilton locations around the world, Hilton also offers VIP access, digital media, and content through its partnership with Live Nation.
"We created the Hilton@PLAY concerts to reward our most loyal guests, to welcome the artists' most passionate fans — and, most importantly, to make sure the experience is undeniably fun," said Jeff Diskin, executive vice president, commercial services, Hilton Worldwide, via a release.
Marriott International (Renaissance Brand)
Renaissance, Marriott’s upscale trend-focused brand, announced its “Discovery” music initiative last March, developed in agreement with AEG, Universal Music Group, and Creative Artists Agency.
The initiative, like Starwood’s series, features in-hotel music performances from major artists like indie band Grouplove (which kicked off the initiative at Renaissance New York Times Square Hotel). Most performances, which pair artists authentically with their local city, take place at the lobbies and pool areas of Renaissance Hotels, as well as at public areas. Through Creative Artists Agency alone, artists played at more than 25 Renaissance Hotels in 2014 alone.
The brand also teamed up with Universal Music Group at the world-renowned South by Southwest festival in Austin, Texas, showcasing 20 emerging artists at the Palm Door on Sixth. Renaissance guests who attended were granted VIP privileges.
Last June, the Renaissance Dupont Circle Hotel, The Mayflower Renaissance Hotel and the Renaissance Washington D.C. Downtown Hotel were sponsors of the world-famous DC Jazz Festival, which showcases the premier local and national talent.
“Regardless of whether they know the music, [travelers] have an opportunity to experience something live and be in an environment with other like-minded travelers,” Dan Vinh, Renaissance Hotels vice president of global marketing, told TravelPulse last March.
“Music is pretty universal,” he added. “This event platform is pretty broad. Who doesn’t like live music, right?”
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