PHOTO: Renaissance New York Times Square Hotel (courtesy Renaissance Hotels)
Renaissance Hotels, a Marriott International brand, has reached agreements with AEG, Universal Music Group and Creative Artists Agency to offer music at its properties and at events.
The brand, which hopes to introduce 14 new hotels this year (for a grand total of 170 in its collection), has been developing the "Discovery" music initiative for a couple years, but will kick off the new effort with the indie band Grouplove this month at Renaissance New York Times Square Hotel (date to be announced).
The idea behind the initiative from the start was to create a more immersive platform for guests. It was also designed for a growing number of travelers who mix business with leisure.
"Regardless of whether they know the music, they have an opportunity to experience something live and be in an environment with other like-minded travelers," said Dan Vinh, Renaissance Hotels vice president of global marketing.
"Music is pretty universal," he added. "This event platform is pretty broad. Who doesn't like live music, right?"
Grouplove is a fitting kickoff band for the new effort because it complements the initiative's overall theme of highlighting local and emerging artists.
"We thought it was a really great act that was representative of what this platform was about," Vinh said. "They are also a very interesting group (with members from Los Angeles, New York and London). They have a really interesting backstory."
Renaissance Hotels will be introducing local acts at its lounges and pool areas, as well as at public spaces and events.
Just last week, the brand teamed up with Universal Music Group at the world-renowned South by Southwest festival in Austin, Texas, showcasing 20 emerging artists on March 13 and 14 at the Palm Door on Sixth. Renaissance guests who attended were granted VIP privileges.
In addition to treating guests to live entertainment steps away from their rooms, Renaissance will be featuring behind-the-scenes footage through AEG on AXS TV (pronounced "access"), AXS.com, in-room television channels and RenHotels.com.
More artists will be available to Renaissance through Creative Artists Agency, as well. Artists through CAA will play at more than 25 U.S. Renaissance hotels in 2014 alone.
While the initiative is just getting off the ground, the South by Southwest showcase already gave a glimpse at its potential. Photos and comments through the event's official hashtag #umgexperience, as well as on Instagram, highlighted the excitement ("Like, UMG!").
"Overall, responses from guests have been overwhelmingly positive," Vinh said.
In June, the Renaissance Dupont Circle Hotel, The Mayflower Renaissance Hotel and the Renaissance Washington D.C. Downtown Hotel will act as sponsors of the world-famous DC Jazz Festival, which spotlights the latest and greatest local and national talent.
Renaissance also plans on adding events centered on film and the culinary arts, aimed at helping guests "stumble into another experience," Vinh said.
One thing's for sure: If you stay at a participating Renaissance hotel this year, you won't have to search for exciting new music - it will come to you.
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