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Marriott Makes a Loyalty Play at SXSW Festival With the Help of Ryan Adams

Greg Oates

Photo Credit: Grammy nominee Ryan Adams is headlining the Marriott Rewards series of concerts at the SXSW Music festival in Austin. UMG

Skift Take

By partnering with South by Southwest for the first time, Marriott is targeting a new audience that it coins "experience seekers," while also adding a certain cachet to its loyalty program.

Marriott kicks off its first-ever major sponsorship of the South by Southwest (SXSW) 2016 Music Festival in Austin tonight in its continuing partnership with Universal Music Group (UMG). The JW Marriott Austin will be the host hotel for Grammy-nominee Ryan Adams, who's headlining a series of concerts running day and night through the week. This marks the first time UMG is taking over a hotel for musical performances at a citywide festival, versus scattering shows at typical music venues around the city. Opened last year just in time for SXSW 2015, the JW property was designe

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