Starwood hosted an exclusive Lady Gaga pre-party for members of its SPG loyalty program at New York City’s Sheraton Tribeca. In June, the hotel and resort chain will sponsor a concert at New York City’s W Hotel with Johnny Rzeznik of the Goo Goo Dolls.
These events are part of a renegotiated strategic alliance between Starwood, which earlier this year launched its loyalty program with more exclusive experiences for travelers, and Live Nation Entertainment. Among the offerings are meet-and-greets with headline artists, exclusive “after” after-parties, tickets to summer concerts and pre-concert and in-venue gatherings. A new component of the partnership includes acoustic performances at Starwood Hotels throughout the year.
“Our members are experience seekers,” Gretchen Kloke, vp-global loyalty marketing at Starwood, told Buzz. “This program is a nice way to extend that beyond the hotels and play into their passion point of music.”
The partnership also takes the traditional artist meet-and-greet to a new level with activities that are music-related but not necessarily tied to the concert, such as a private singing lesson with artist Natasha Bedingfield.
“Live Nation’s network platform drives revenue to the Starwood system, provides special access to SPG members to differentiate their loyalty program and strengthens membership perception as well as creates unique marketing exposure,” Christopher Swope, senior vice president, strategic alliances and innovation, Live Nation Network, told Buzz. “No other hotel loyalty program can get you backstage with Ricky Martin or experience a U2 stage tour on a global scale.”