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Starwood Hotels’ Innovative Aloft Brand Embraces The Creative Spirit At Moogfest 2014

Starwood Hotels & Resorts, Worldwide, Inc.® (NYSE:HOT) today announced Aloft Hotels has partnered with Moogfest, The Synthesis of Technology, Art and Music Festival taking place April 23 rd – 27 th in Asheville, North Carolina. Aloft has redefined the traveler experience in a vibrant, innovative way with its design-led focus, live music programming and technology initiatives and is a key sponsor of the festival’s New Media Art Exhibit.

“Aloft has a passion for innovation and shaping the guest experience through design-led initiatives that provide an atmosphere that fosters creativity and self-expression,” said Brian McGuinness, Senior Vice President, Aloft Hotels at Starwood Hotels & Resorts Worldwide, Inc. “We’re thrilled to partner with Moogfest, as it’s a natural fit to provide our guests and festival goers with new and engaging experiences.”

Aloft is sponsoring the New Media Art Exhibit, which will feature seven large-scale freestanding installations, submitted prior to the festival by artists, musicians, designers, architects, engineers, innovators, scientists, and students. These “little worlds” will transform the urban environment of downtown Asheville into an interactive, whimsical playground for festival goers to experience

Said Moog Music President, Mike Adams, “The partnership with Aloft and the New Media Art Exhibit will transform the streets of downtown into a world class hub of media, arts, and technology. Festival goers as well as Asheville residents will have the opportunity to interact with the downtown landscape in new and innovative ways that will spark the imagination.”

Moogfest honors Bob Moog and his company Moog Music’s spirit of innovation with a five-day festival highlighting the intersection of art, music, performance and technology. The New Media Art Exhibit is designed to enhance the experience of the user by engaging multimedia and multi-sensory experiences of sound, structure, light, and form.

Aloft’s innovative and exclusive initiatives set it apart. Moogfest is one in a series of Aloft’s programs and partnerships focused on music, art and technology innovation. Aloft recently announced that select properties will roll out Smart Check In, allowing guests to use their smartphones to check in to the hotel and open their guestroom door. This follows on the heels of the first phase of Smart Check-In, the first mobile check-in using RFID technology to truly bypass the front desk.

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