Live Nation has split from Starwood Hotels & Resorts Worldwide and named Hilton Worldwide the company’s new official hotel.
Live Nation, a company that organizes and hosts around 23,000 live concerts and events each year, has named Hilton Worldwide as its official hotel partner. Hilton replaces Starwood Hotels & Resorts Worldwide, which served as Live Nation’s partner hotel group for the last six years.
As part of the five-year agreement, Hilton hotels will host specific events on its properties and the company will be promoted on Live Nation’s digital platforms as the “Where to Stay” suggestion. In addition, all Hilton HHonors members will have the opportunity to exchange points for exclusive access to certain hotel events, concerts and activities. Reduced room rates will be offered to Live Nation executives and any artist performing at Live Nation venues. Hilton will also act as the official hotel sponsor for 75 Live Nation venues.
This is not Hilton’s first foray into the entertainment industry. The hotel group is a longtime sponsor of the Grammy Awards and Golden Globes, and it partnered with Spin Media last year to host the first livestreamed concert in Times Square.
“While we have had a really great relationship with Starwood for the past six years, we felt that if we were ever going to make a change, this was that moment in time,” Russell Wallach, president of media and sponsorship for Live Nation, told Billboard.
“In terms of Hilton’s interest in putting music front and center from a marketing standpoint, we love their scale,” said Wallach. “They’re growing like crazy internationally, as we are, and we were blown away by the fact they had 40-plus million members of their loyalty program. They’ll be putting a lot of marketing assets forward to help market our artists, from tours to music.”
[Photo: Live Nation]