NEW YORK? Starwood Chairman/CEO Barry Sternlicht was on hand at the W Hotel here on June 16 to officially unveil a multi-targeted charitable undertaking springing out of the Starwood Preferred Guest program. Sternlicht raised the bar operationally as well as in a social-conscience context when he pointed out that?as the first major enhancement of the organization?s ?pace-setting? frequent-guest program? the company?s nearly three million registered participants would be able to donate any portion of their earned StarPoints to the new StarGift plan. As outlined under the operational guidelines of the StarGift effort, these points/miles would be converted to hotel stays, air travel, etc. on behalf of charitable organizations and endeavors such as UNICEF, the United Nations Children?s Fund; the Juvenile Diabetes Foundation International, and the Make-A-Wish Foundation. In line with the launch of the philanthropic initiative, Starwood kicked off its inaugural Starwood Preferred Guest Celebrity Suitcase Auction of ?travel-oriented? items (backpacks, garment bags, make-up cases, etc.) donated? and in many cases, autographed? by entertainment and sports luminaries as well as other national and international notables. Presented by Guernsey?s, the auction house, the celebrity-studded evening raised $20,000 which was matched with an equivalent number of StarPoints. In addition, Starwood made a presentation of 3 million StarPoints to be donated to the charities.
