Offering guests live entertainment is not a new concept in the hotel industry. In Las Vegas, major hotels regularly host acts like Carrot Top and Penn & Teller.
Aloft Hotels, the ultra-modern economy brand operated by Starwood Hotels & Resorts, has put a new twist on the idea, turning its hotel lobbies into concert venues for local and lesser-known musical acts.
The effort began about four years ago, and the performances have drawn such positive reviews on social media that Aloft hotel managers are now getting requests from bands to play the lobbies.
Some of the performers who have played at Aloft hotels say the venues have put them into intimate settings with their fans and helped them promote their music.