Lenny Kravitz, Colbie Caillat, Matthew Morrison to Play Aloft Music Festival

To promote Aloft, its "style-at-a-steal" hotel brand, Starwood Hotels & Resorts Worldwide is taking a cue from the meetings industry by organizing a major event: Its seventh "Live in the Vineyard" music festival will take place April 9, 10 and 11 in Napa Valley, featuring performances by Lenny Kravitz, Colbie Caillat and Glee's Matthew Morrison, among many others, it announced this week.


Now in its third year, "Live in the Vineyard" takes place twice annually — every April and November — and consists of private acoustic concerts at boutique wineries in California's Napa Valley, where wine tastings and food pairings also are featured.

The brainchild of music industry veterans Bobbii Hach-Jacobs and Claire Parr, the performances are intended to celebrate the Aloft brand, which Starwood describes as "urban-influenced, modern, open and vibrant" — just like the semi-annual music festivals, which are supplemented throughout the year by live acoustic concerts at Aloft properties nationwide.

"Music matters to our guests, and it's exciting for Aloft to be their partner in exploring, discovering and enjoying artists," said Brian McGuinness, senior vice president of Specialty Select Brands for Starwood. "Along with our 'Live in the Vineyard' partnership, we've had great success showcasing artists in our hotels, and guests keep telling us how much they appreciate the live-music experience."

Along with Kravitz, Caillat and Morrison, "Live in the Vineyard 7" will feature Michael Franti & Spearhead, Matt Nathanson, Grace Potter & The Nocturnals, Plain White Ts, Parachute, Jason Reeves, Default, Marc Broussard and Hanson, as well as Matt Hires, Mat Kearney and Dan Goldin. Tickets are available only through special radio promotions and exclusive Aloft Hotels promotions, including ongoing Facebook giveaways.

Launched in 2008, the Aloft brand now includes nearly 50 properties around the world. For more information, visit www.liveinthevineyard.com.