Marriott Bonvoy, Starbucks Make a Myles Smith Show a Rewards Perk

A concert ticket is becoming the newest loyalty reward trend.

Marriott Bonvoy and Starbucks are growing their brand partnership with an exclusive performance from British singer-songwriter Myles Smith.

This gives members multiple ways to access a one-night-only event at the Starbucks Reserve Roastery in New York City on August 14.

The activation harnesses the momentum of last year's "One Night With Alex Warren" program, linking rewards programs to experiences fans can't easily buy.

Instead of focusing solely on discounts or points accumulation, Marriott Bonvoy and Starbucks are making live entertainment a perk exclusive to members. 

In this event, Smith will perform songs including "Stargazing" and "Nice to Meet You," along with tracks from his debut album, "My Mess, My Heart, My Life."

From June 23 through July 14, eligible fans with linked Marriott Bonvoy and Starbucks Rewards accounts can enter a sweepstakes for a chance to attend.

Four grand prize winners will each receive a package with show access, airfare, hotel accommodations, and transportation.

It also includes a $1,000 cash prize and a meet-and-greet with Smith. An additional 50 winners will receive admission for themselves and a guest.

Each brand brings what the other lacks. Starbucks draws on Marriott's travel reach to turn one roastery night into a destination event.

Marriott uses Starbucks' daily foot traffic to reach millions who rarely think about hotel points.

Linking the two accounts is the real engine, since every entry pulls members deeper into both programs.

How the Brands Are Amplifying the Experience

Marriott Bonvoy and Starbucks will also introduce new drinks alongside the sweepstakes.

Enter the Blue Coconut Shaken Espresso, a custom drink inspired by Smith.

It will be available through Starbucks' secret menu feature in the mobile app from June 23 to July 19.

In addition, Marriott Bonvoy members can also access the one-night concert experience through Marriott Bonvoy Moments, the platform for redeeming points on events.

One-hundred packages will be released through a one-point redemption drop, while additional spots will be available through points-based auctions.

Lastly, the campaign will include the Marriott Bonvoy Week at Starbucks, running from July 20 to July 26.

Members with linked accounts can earn 100 Marriott Bonvoy points after making three qualifying Starbucks purchases during the promo period.

Overall, entertainment and exclusive access have become a go-to for brands to encourage participation in loyalty programs.

And by doing so, they're able to create a stronger emotional connection with consumers.

Loyalty Programs Chase Experiences

Points and discounts are easy to copy, so rivals match them within weeks.

A single one-night show works differently, since the limited access is the whole reward.

• Give rewards a destination: Loyalty points become more valuable when customers can visualize what they're working toward.
• Connect daily habits to bigger experiences: Small, repeat purchases feel more meaningful when they contribute to exclusive access.
• Create multiple entry points: Sweepstakes, point redemptions, and auctions allow different customer segments to participate.

What the two have made here is a model where customer engagement goes on even after transactions are made, and it's exactly how brand loyalty is forged.

Our Take: Can Access Beat Discounts?

Marriott Bonvoy and Starbucks found a way to make anticipation part of the product.

Too many loyalty programs train customers to rack in points to earn something they're not 100% invested in.

But when a concert is on the line, the story changes.

Both brands know the key is incentive. 

Customers have to feel like their points, their Rewards accounts, and their loyalty to both brands can make them gain something exclusive. 

And because of that, every coffee purchase, every linked account, every sweepstakes entry must become a narrative that leads to something tangible.

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