Starwood Hotels & Resorts and its Starwood Preferred Guest program is introducing a new online auction website where members can use their Starpoints® to bid on exclusive, once-in-a-lifetime experiences.

Moments by Starwood Preferred Guest lets members transform their Starpoints into extraordinary lifestyle events – giving them insider access to red carpet movie premieres, closed rehearsals with today’s top music artists, private dinners with world-renowned chefs, rounds of golf with PGA TOUR pros and more. Starting today, members can visit and bid on a full range of specially curated experiences not available anywhere else.

Sit in on a private pre-show sound-check with Justin Timberlake or watch Gwen Stefani rehearse unscripted before taking a front row VIP seat at their concerts. Attend the premiere of Showtime’s original series The Tudors and mingle with the cast on the red carpet, tour renowned artist Georgia O’Keeffe’s private residence or sit ringside at the upcoming Oscar de La Hoya/Floyd Mayweather fight and celebrate at the private post-fight party. These are just a few of the exciting happenings that are now available for bidding. The auction site will be updated regularly and upcoming events include a private dinner with Jean-Georges Vongerichten at his signature, namesake restaurant in New York City, red carpet access to upcoming Hollywood premieres and more.

According to Robin Korman, Vice President of Loyalty Marketing for Starwood, during a three month pilot for the new auction site several events created a bidding war among members. A Justin Timberlake private sound-check session and VIP concert tickets started with a minimum bid of 20,000 Starpoints and was auctioned for more than 120,000 – the equivalent of a 12 night stay at The Westin St. Maarten or Le Méridien Cancun. A Superbowl package, including tickets to the game and access to several private pre-game events, started bidding at 250,000 Starpoints and ultimately sold for more than 500,000.

“Moments by Starwood Preferred Guest give our members access to once-in-a-lifetime events that go beyond just offering tickets to a concert or sporting event,” said Korman. “We want to make an emotional connection with our members that extends outside of our hotel doors by providing them with rich experiences that go beyond the world of upgrades and free flights. Moments is designed to play to people’s passions with amazing events that are available only to our members.