JW MARRIOTT HOTELS & RESORTS WORLDWIDE LAUNCHES ‘BEHIND THE BARRE’ ON-DEMAND BARRE WORKOUTS AND THEMED POP-UPS IN KEY CITIES ACROSS ASIA-PACIFIC
Luxury Hotel Brand and America’s Premier Ballet Company, The Joffrey Ballet, Team Up to Bring On-Demand Barre Classes to Hotel Rooms Around the World
SINGAPORE – November 2, 2017 – JW Marriott Hotels & Resorts, in partnership with The Joffrey Ballet, launched Behind the Barre, a series of workout videos available on-demand for travelers staying in the brand’s guestrooms, now available at JW hotels across Asia-Pacific.
Behind the Barre on-demand barre classes marks the second time that JW Marriott has partnered with America’s premier ballet company. In 2014, the two companies launched Poise and Grace, an internal training initiative for global associates of the luxury hotel brand. Utilizing the foundations of ballet, the program was created to teach employees to exhibit finesse and gracefulness as part of their daily routines, ultimately resulting in a refined guest experience. Behind the Barre is the first guest-facing partnership from the two storied brands, highlighting JW Marriott’s commitment to well-being by providing guests with the tools and techniques to maintain a healthy lifestyle no matter where your travels take you.
“Guests of JW Marriott are always seeking new and innovative ways to stay active while on the road,” said Christy Donato, Vice President, Global Brand Management, JW Marriott. “Our partnership with The Joffrey Ballet provides an elevated fitness experience that goes beyond the traditional in-room workout, allowing our guests to tailor their fitness routine to best fit their travel schedule.”
“We’re thrilled to partner once again with JW Marriott on the Behind the Barre video training series,” said Ashley Wheater, Artistic Director of The Joffrey Ballet. “The benefits of ballet go far beyond the barre to promote discipline and self-confidence, and can enhance any fitness plan. We’re honored to continue our partnership with JW Marriott and share Joffrey’s world class training with hotel guests around the world.”
Filmed at the newly opened JW Marriott Los Cabos Beach Resort & Spa, the barre videos highlight two of Joffrey’s professional ballet dancers, showcasing fun, challenging workouts that include full-body barre method, core strength and stretching. Designed specifically for a guestroom environment, the workouts allow travelers to enjoy a fitness class workout in a private setting – all at their convenience.
To further underpin JW Marriott’s elevated guest experience and celebrate the global ballet partnership, a ‘Barre-to-Bar’ experiential pop-up will debut in Singapore and regular barre classes will be offered at JW Marriott Singapore South Beach, the brand’s most recent landmark opening in the region. This is the first in a series of JW Marriott Barre-to-Bar pop-ups with more planned for key gateway cities across Asia-Pacific including Shanghai and Seoul in 2018.
“We believe exceptional service starts with exceptional training. That’s why we’ve set the bar even higher by teaching our associates how to develop their natural poise and grace,” said Carol Zhou, Senior Director, Luxury Brand Management – Asia Pacific, Marriott International. “Barre is becoming a very popular workout across Asia-Pacific, particularly in China, which is why our next stop will be in Shanghai next year.”
Visitors are invited to taste complimentary crafted signature cocktails and mocktails at the bar while watching our JW Marriott Singapore South Beach associates perform a graceful barre routine, inspired by the Joffrey Ballet training initiative for all JW Marriott staff members worldwide. Visitors are also invited to showcase their own poise and grace in our ethereal studio-inspired GIF photo booth, in which mirrors and fluid lines of lights designed to represent the fluidity of ballet movements. The barre-themed pop-up events are open to the public today, November 2 at Ocean Centre in the city’s central business district, and will move to ION Orchard at the heart of Singapore’s lively shopping district from November 4-5.
JW Marriott Singapore South Beach will also be kicking off a monthly Barre to Bar Brunch package starting November 26, which will include a morning barre workout followed by boozy Sunday brunch with free-flow Taittinger Brut champagne at Beach Road Kitchen for SGD 158++ per person.
About JW Marriott Hotels & Resorts
JW Marriott is part of Marriott International’s luxury portfolio and consists of beautiful properties and distinctive resort locations around the world. These elegant hotels cater to sophisticated, self-assured travelers seeking The JW Treatment™ – the brand’s philosophy that true luxury is created by people who are passionate about what they do. JW hotels offer crafted experiences that bring to life the brand’s commitment to highly choreographed, anticipatory service and modern residential design, allowing guests to pursue their passions and leave even more fulfilled than when they arrived. Today there are more than 80 JW Marriott hotels in nearly 30 countries and territories. JW Marriott is proud to participate in the industry’s award-winning loyalty program, Marriott Rewards® which includes The Ritz-Carlton Rewards®. Members can now link accounts with Starwood Preferred Guest® at members.marriott.com for instant elite status matching and unlimited points transfer. Visit JW Marriott online, and on Instagram, Twitter and Facebook.
About The Joffrey Ballet
Classically trained to the highest standards, The Joffrey Ballet expresses a unique, inclusive perspective on dance, proudly reflecting the diversity of America with its company, audiences, and repertoire which includes major story ballets, reconstructions of masterpieces, and contemporary works.
The Company’s commitment to accessibility is met through an extensive touring schedule, an innovative and highly effective education program including the much lauded Academy of Dance, Official School of The Joffrey Ballet, Community Engagement programs, and collaborations with myriad other visual and performing arts organizations. Founded by visionary teacher Robert Joffrey in 1956, guided by celebrated choreographer Gerald Arpino from 1988 until 2007, The Joffrey Ballet continues to thrive under internationally renowned Artistic Director Ashley Wheater and Executive Director Greg Cameron. For more information on The Joffrey Ballet and its programs, visit joffrey.org.
About JW Marriott Hotel Singapore South Beach
A design-led landmark in the heart of Singapore’s art and culture district, the JW Marriott Hotel Singapore South Beach fuses contemporary architecture with restored heritage in a brilliant show of form and function. Occupying three heritage buildings and two new hotel blocks, the luxury hotel features 634 guest rooms including 47 suites, 17 meeting rooms/venues, a grand ballroom with Philippe Starck-design interiors, 2 sky gardens, 2 outdoor pools, the signature Spa by JW and nine unique food and beverage concept outlets, including a restaurant helmed by world-renowned chef, Akira Back, of Iron Chef America fame. Located in close proximity to Singapore’s key tourist attractions, Shenton Way Central Business District (CBD) and the Marina Bay entertainment and business districts, the JW Marriott Hotel Singapore South Beach is the perfect choice for leisure and corporate travelers seeking enriching experiences and hospitality excellence.