It would seem that to launch its new contemporary image, Renaissance Hotels & Resorts has borrowed a page out of the W Hotel playbook: Starwood's boutique brand has a history of performance-focused launches and promotions, including the opening of the W Hoboken with Jamie Foxx and the Depeche Mode concert to publicize the W Hollywood earlier this year. In a similar vein, Thursday night saw a 600-person crowd of young and fashion-minded New Yorkers—including Gossip Girl stars Penn Badgley and Chace Crawford—hit the Renaissance New York Hotel 57 for a rowdy party that involved a live performance by British singer Mr. Hudson. (The Marriott-owned hotel even tapped the producer behind the W Hoboken's opening, Tony Berger of Relevent.) Six hours earlier, the Renaissance Paris Arc de Triomphe property held a similar event with indie rocker Santigold.
The two events were designed to call attention to a big change in strategy from Renaissance Hotels. The hotel group recently invested $2 million to renovate its 140 properties—the Renaissance New York Hotel 57 received a $40 million overhaul—through which it hopes to target younger, hipper travelers with modern interiors and amenities as well as partnerships with brands like Jack Spade and Absolut Vodka.
