Business & Finance

Aloft to be Presenting Sponsor of “Live In the Vineyard” Music Series

MARCH 9, 2010 - Aloft Hotels, the new style-at-a-steal brand from Starwood Hotels & Resorts Worldwide, Inc.(R) (NYSE:HOT) that is revolutionizing the select-service hotel category, is cranking up the volume on its music agenda by partnering with one of the year’s hottest live music events, “Live in the Vineyard.”

Aloft’s title sponsorship of “Live in the Vineyard,” a twice-yearly private “once-in-a-lifetime” live music showcase featuring on-the-verge artists and big name bands alike, also establishes Aloft hotels as the venues for “Live in the Vineyard” artists who will rock it up close and personal with hotel guests and local tastemakers through a series of live acoustic sets at Aloft properties across the country throughout the year.

“At Aloft we’re always looking for what’s next and our ‘Live in the Vineyard’ partnership gives our guests exceptional behind-the-scenes access to ‘the next’ in music which is a vital part of the Aloft experience,” said Brian McGuinness, Starwood’s Senior Vice President, Specialty Select Brands.

Currently going in to its third year, “Live in the Vineyard” (www.liveinthevineyard.com) is the brainchild of music industry veterans Bobbii Hach-Jacobs and Claire Parr. It is an intimate grassroots music festival held at a number of boutique wineries in California’s Napa Valley every April and November. Acts currently confirmed to take the stage at the upcoming April 2010 “Live in the Vineyard” event include Train, Melissa Etheridge, Back Street Boys, Macy Gray, Tonic and Ryan Star among others.

Tickets for the exclusive events cannot be purchased - they must be won through radio station promotions and online contests and through special Aloft Hotels promotions, including a giveaway with Facebook at www.facebook.com\alofthotels.

In addition to the April and November festivals, Aloft will host “Live at Aloft Hotels” shows featuring “Live in the Vineyard” acts at several hotels, including performances from Five for Fighting at Aloft Charlotte Uptown at the Epicenter on March 11th, Ryan Star at Aloft Rogers-Bentonville on March 12th, Emerson Hart, lead singer of Tonic, at Aloft Nashville Cool Springs on March 24th and Aloft Birmingham Soho Square on March 25th, and Diane Birch at Aloft Houston by the Galleria on April 29th. Go to www.liveatalofthotels.com for frequent updates on confirmed shows at Aloft hotels.

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