Starwood Hotels & Resorts Worldwide will become the official hotel partner for Live Nation through a multiyear agreement that aims to leverage the concert promotion giant’s music platform in North America.
As part of the agreement, Starwood will utilize Live Nation’s venues, concerts, ticketing, VIP access and Web site to offer special perks to Starwood Preferred Guest members. Those members will be give access to ticket offers, premium seating, backstage access at concerts and other offerings.
The hotel company will also become the official hotel partner for select Live Nation venues, including its House of Blues chain. Details about that aspect of the agreement are still being finalized, but could involve Starwood signage and interactive experiences within the venues, according to a spokesperson for Starwood.
Starwood also plans to sponsor future Live Nation-promoted tours, the spokesperson says. The hotel company is in the process of finalizing which tours will be sponsored.
In addition, Live Nation, which recently launched an in-house ticketing platform, will direct concertgoers to Starwood hotels on the “Where to Stay” pages on livenation.com. Likewise, Starwood plans to help drive Live Nation ticket sales by offering online and in-room television exposure across its chain of hotels.
The Live Nation deal isn’t the first instance where Starwood has partnered with a music company. In September 2007, the hotel company entered into an exclusive partnership with Sony BMG Entertainment. Under the deal, Sony BMG developed uniquely branded music- and entertainment-based programming for hotels that fall under the Starwood banner.
Starwood Hotels & Resorts Worldwide operates approximately 936 properties in more than 100 countries. The company owns such hotels and resorts as St. Regis, the Luxury Collection, Sheraton, Westin and Four Points by Sheraton, among others.