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by Alex Palmer | October 15, 2014
Aloft Hotels has kicked off a new program leading up to the opening of its 100th hotel at the end of this year -- and to showcase its hotels' identity as live-music destinations with appeal for leisure and incentive travel groups.  The program, 100 Days of Music, will see the Starwood sub-brand of stylish properties hosting a marathon of live concerts in the Aloft event spaces, offering locals and business travelers alike a chance to catch a show.

Launched in 2008, the Aloft brand has worked to fill a niche for travelers seeking a destination that offers top-quality amenities and chic design, but with a casual, welcoming feel that appeals to younger generations of business and leisure travelers.

"You can just come down to the bar and be part of something," Paige Francis, vice president of global brand management for Aloft Hotels, told Incentive. "It's not pretentious and is totally approachable -- you can just come down to the lobby in the clothes you came in with."

Francis added that Aloft's connection to music is an important part of this brand identity, which made 100 Days of Music a fitting way to celebrate the 100th hotel. Over the next three months, Aloft properties throughout the world will host concerts which guests will be able to enjoy. The events will showcase a wide range of bands, typically emerging or local talent from where the hotel's home city. For example, on Sept. 30, bluegrass band Chatham Country Line will play at Aloft Chapel Hill, while on Oct. 17, pop music duo Johnnyswim will perform at Aloft Denver International Airport.

Last month's launch event, held at Aloft Brooklyn, was headlined by rockers Better Than Ezra, whose new electro-pop album All Together Now was released on Sept. 9. They were joined by My Body, a band which won Aloft's previous music-oriented promotion, Project Aloft Star, which promotes local and emerging bands while bolstering the hotel brand's connection to pop culture.

"When you travel, you are looking for a great vibe and a good energy," said Francis. 

She pointed out that while the 100 Days of Music is putting a spotlight on this particular series of concerts, every Aloft property hosts musical events year-round, whether mid-week jam sessions at Aloft Rogers-Bentonville, in Arkansas, or weekend shows at Aloft Ontario-Rancho Cucamonga, in California.

"We are all about the local," said Francis.

Full details and updates on the 100 Days of Music program can be found here.