Aloft launches "Project Aloft Star"

Aloft® Hotels, Starwood Hotels & Resorts Worldwide, Inc.'s new destination sensation, have launched "Project Aloft Star" ' a competition whose champion will get to kick off the main stage at "Live In The Vineyard" in November alongside stars like LITV "Alumni" artists such as VV Brown, Lily Allen, Jason Mraz or Collective Soul.

"Live in the Vineyard" is a twice-yearly, three-day music, wine and food festival in California's Napa Valley presented by Aloft Hotels. The winning artist or band from Project Aloft Star will also have the opportunity to rock Aloft hotels throughout the United States as part of an Aloft-sponsored tour. Aloft is the much-talked-about "style at a steal" hotel brand that's rocked the lodging landscape since its 2008 debut.

"Aloft guests are tastemakers who thrive on creative energy, so we think they'll get very engaged in this competition. I'd bet some of them will even enter their own bands," said Brian McGuinness, Starwood's Senior Vice President of Specialty Select Brands for Starwood.

The final winning act will then be announced on September 20, and will go on to play at the "Live in the Vineyard" concert the weekend of November 13 alongside other up-and-coming acts and before some of the music industry's top moguls. The musical victors will also have the chance to hit the road on an Aloft tour to five Aloft properties across the U.S.