W Hotels add new music to properties-hires music director
A recent Variety article notes that the boutique hotel is putting a much greater emphasis on music because 'the W's overall intention is to be the coolest place in town and cool places usually have cool music,' said Eva Ziegler global brand leader for the chain.
New hire Michaelangelo L'Acqua, fashion show producer and dj vet, will connect the hotel group with music centric events: performances with Wonderlust Live artists Natasha Bedingfield and Pete Yorn, tie-ins with the Golden Globes and links to the Hong Kong Film Festival.
The CD compilation that was introduced in 2002 and updated only once per year, will be tossed out and music will soon be delivered via mp3 players and ITunes.
Wouldn't it be great if the W decided to comp you a series of songs that you could download on Itunes during your stay. Or, invite guests to a VIP concert in the lobby with a chance to meet the artist. What about a brand loyalty program that offered a discount to purchase the music, the video, the event tickets as a W VIP guest?? Make it part of the culture and the vibe in NYC, London, St. Petersburg and Dubai. This group has the potential to do something really unique and unprecedented.
I think what you'll see happen is a separate charge on your bill for purchases as the travel industry does everything it can to generate additional revenue. I certainly don't fault them for that; its business, everyone needs to make money. But if the goal is to weave music into the experience and make it exciting and seamless, then lets hope they do that without an extra service charge.
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