Renaissance Hotels is looking to increase its number of younger business travelers by reaching music-curation agreements with entertainment groups AEG and Universal Music, and showcasing local acts at its properties.
Among other features, Renaissance will feature the local acts in its lounges, poolside areas and public spaces and will include a concierge-type service for which tickets to some of AEG’s shows will be set aside specifically for Renaissance guests.
AEG, which developed Los Angeles’ L.A. Live entertainment complex, operates venues such as London’s O2 Arena and is working with MGM Resorts International to develop a 20,000-seat arena on the Las Vegas Strip.
Renaissance, a Marriott International brand with 155 hotels split about evenly between the U.S. and overseas, will also collaborate with Universal Music Group and Creative Artists Agency to secure more music-themed events for guests.
Specifically, Renaissance and Universal Music will co-host an emerging-artists event at next week’s South by Southwest festival in Austin, Texas.
To kick off the effort, Renaissance this month will host a concert by indie-rock band Grouplove at a yet-to-be-disclosed hotel.
Last year, Renaissance hotels’ revenue per available room (RevPAR) in North America rose 4.2%, trailing the 5.4% growth rate of Marriott’s flagship brand.
And while Renaissance’s 2013 average room rate of $109.30 was 12% more than the company-wide average, its occupancy was almost unchanged at 71.3%, Marriott reported last month.
Renaissance appears to be taking a page from the playbook of lifestyle brands like W and smaller boutique brands like Ace Hotels by making the concept of nightlife a larger part of the guest experience.
Most notably, Ace last month opened its first Los Angeles property in the old United Artists building and is regularly producing live shows in the venue’s 1,800-seat theater.
“We have an opportunity to partner with industry leaders to bring in emerging music talent to our guests,” said Dan Vinh, Renaissance’s vice president of global marketing. “The intent is not to be a full-blown concert venue but to provide an intimate experience for our guests.”