In 2010, Live Nation experienced a disappointing year for tickets sales, but the company has hit on a new promotion this year that could help the live entertainment giant move more concert tickets.
Live Nation is teaming up with Sheraton Hotels & Resorts to offer two tickets to select amphitheater shows to guests of Sheraton who book weekend stays at one of the chain’s hotels before September 5. The tickets, which will be lawn seats, are valued at about $80.
How many pairs of tickets the company hopes to give out was not disclosed, and the financial terms of the deal were also not made public.
The arrangement continues Live Nation’s sponsorship alliance with the deep-pocketed Starwood Hotels brand, parent company of Sheraton, and gives the concert promoter exposure in hotels throughout North America. Corporate sponsorships have been a bright spot for Live Nation over the past year, despite slowing ticket sales, with the company posting year-over-year gains in the category.
Earlier in the year, Live Nation and Starwood announced a separate premium ticketing sponsorship deal for the hotel’s Starwood Preferred Guest program. That offering centers on more upscale, once-in-lifetime opportunities for preferred guests, such as music lessons from various artists or private access to watch concert sound checks by some performers.
The Sheraton deal is an extension of the Starwood sponsorship initiative. Live Nation, primarily through its Ticketmaster division, has aggressively sought to reverse the down trends of 2010, in part by ramping up its social media efforts, among others.
“Thanks to the innovative alliance between Starwood Preferred Guest and Live Nation, we look forward to offering Sheraton guests the opportunity to take a friend or family member to a live outdoor concert with the nation’s top artists,” Hoyt Harper, Global Brand Leader for Sheraton, said in a statement. “This exciting, new promotion is another creative way to connect our guests while sharing a unique social experience.”