Jamie Cullum for St. Regis
Starwood's St. Regis Hotels and Resorts is curating events for jazz enthusiasts with an eye toward the past.
Jazz has been an integral part of St. Regis' cultural promise since the beginnings of the music genre's popularity in the 1930s and '40s. The hotel brand will be teaming up with the nonprofit Jazz at Lincoln Center to cull artists.
"Offering a lively and truly one of a kind experience you can’t get anywhere else, the jazz events are very well received and in are in high demand," said Daphne Sipos, global brand director at St. Regis Hotels & Resorts, New York.
"At the Jazz Legends at St. Regis launch event at The St. Regis Washington, we saw a huge turnout of guests from around the world as they came together, dancing and cheering for Jamie during his live performance," she said.
Stories to tell
St. Regis is keen to familiarize guests with its extensive jazz connection.
The brand's New York property during the height of the jazz age regularly hosted eminent musicians such as Count Basie, Duke Ellington and Buddy Rich in the Rooftop Ballroom and gained a progressive reputation. Sustaining that pedigree will be tough, but the brand is up to the challenge.
St. Regis New York roof level
The St. Regis Washington will host the first event in a series of intimate affairs targeting jazz lovers.
In addition to featuring contemporary pieces, the series will involve modern interpretations of jazz classics.
Musician and singer-songwriter Jamie Cullum will formally launch the event followed by events at The St. Regis Mexico City, The St. Regis Bangkok and The St. Regis Bal Harbour Resort in Florida. Many of the brand's bars and event spaces have the subdued atmosphere favored by jazz fans.
St. Regis New York bar
Both famous and emerging artists will have shows.
Although the series title formally elevates the artists, it is not as if the brand is reviving a long-forgotten past time.
Prior to the Washington show, the brand hosted events in Istanbul, Deer Valley, CO and New York.
Interested consumers can find a full schedule and tickets on the hotel's Web site.
Although jazz has become a minor, concentrated genre in the 21st century, The "Jazz Legends at St. Regis" series will assure aficionados that great music can still be found.
Cultural favorites
The latest series is not the first time St. Regis teamed up with the Lincoln Center.
A few years ago, the brand partnered with Jazz at Lincoln Center in New York to open a series of jazz clubs at branded properties worldwide.
Similarly, jazz programming was brought to the hotels to entertain and educate guests on the genre’s history and cultural value. The first jazz club was in the St. Regis Doha, Qatar, in April 2012, with plans to open five jazz clubs over the ensuing five years (see story).
Other brands use jazz as a way to differentiate as well.
For instance, Mandarin Oriental, New York joined The Juilliard School and high-end audio specialist Bowers & Wilkins to showcase emerging talent by providing guests and music enthusiasts with weekly evening jazz sessions.
The “Evening Sessions” featured young jazz musicians from the eminent music school every Thursday night through December 2013. Establishing a recurring event that brings together multiple organizations and supports local talent likely increased both core guests’ and visiting outsiders’ loyalty to hotel (see story).
For St. Regis, offering curated events is part of running the business.
"When guests stay at a St. Regis property, we strive to provide personal, customized experiences unique to the brand," Ms. Sipos said.
"Curated events, from jazz performances and bloody mary brunches to Midnight Supper, not only keep the original spirit and traditions of St. Regis alive in a modern, contemporary way, but they also emphasize how the brand is setting the standard for bespoke programming at its hotels and resorts around the world," she said.
Final Take
Joe McCarthy, staff reporter on Luxury Daily, New York