Starwood Hotels Revamps Music Strategy, Teams With Coachella & Trevanna Entertainment

Starwood Hotels' Starwood Preferred Guest (SPG) program will offer exclusive member packages to this year's Coachella Festival

Starwood Hotels' Starwood Preferred Guest membership-rewards program is expanding from the ballroom to the festival circuit. After years of providing exclusive in-hotel concerts to SPG members via its Hear the Music, See the World campaign (booked by Live Nation from 2009 to 2014), the hotel group is teaming with festivals like Coachella, New Orleans Jazz Festival and British Summer Time Hyde Park for VIP packages that will include interactive artist experiences and luxury suites, redeemable with SPG Starpoints. 

Redemption for Coachella and New Orleans Jazz, both of which are otherwise sold out, began Feb. 11 at Select Coachella packages will include rooms at the Westin Mission Hills (in nearby Rancho Mirage, Calif.) while New Orleans Jazz Fest will include exclusive tickets as well as reserved rooms at the brand-new Aloft New Orleans, set to open in early March. Additional ticket giveaways will be announced at a later date.

"Music is an important passion point for SPG members around the world, and we've been focused in bringing once-in-a-lifetime opportunities throughout music to them," says Chris Holdren, senior VP of Starwood Preferred Guest. "For NOLA Jazz Festival, SPG is blocking rooms to make sure our members have their home away from home inside one of our hotels wihle you're experiencing great music. These events are so popular that it can be very hard to get a room."

Additionally, SPG will continue Hear the Music, See the World with booking agency Trevanna Entertainment, following Live Nation's recent announcement of Hilton as its new multi-year hotel partner. Artists and locations will be announced in the coming weeks, but the 2013 program included OneRepublic at the Westin Boston Waterfront, Imagine Dragons at the Aloft in Cupertino, Calif. And Paloma Faith at the Hotel Bristol Vienna. Trevanna's recent talent bookings include Hot 97's annual Summer Jam, select dates for Red Bull Music Academy in New York residency and Howard Stern's 60th Birthday Bash

"We saw tremendous engagement in our music offerings with Live Nation," Holdren says, "which formed interest in our SPG member programs around the world. Music and sports are the number one areas that help us with member retention."


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