W Hotels Worldwide has joined with the Human Rights Campaign (HRC) and singer and actress Jennifer Hudson to fight for lesbian, gay, bisexual and transgender (LGBT) equality throughout the United States via “Turn It Up For Change,” a fundraising and awareness initiative.
Turn It Up For Change events — some featuring Hudson — will be held regularly at all U.S. W destinations during the first week of every month. Open to both guests and locals, the events will also serve as fundraisers with a portion of proceeds donated to HRC. Through 2014, the percentage of funds will be determined by the number of U.S. states that allow same-sex marriage, and the percentage will increase each time marriage equality comes to a new state. (For example, currently 31 states have legalized same-sex marriage, so 31% of all bar revenue from Turn It Up For Change events will be donated to HRC in 2014.) Events will also feature representatives from HRC who will help attendees understand ways to get more involved in the battle for full LGBT equality.
Meanwhile, W Hotels will debut a Turn It Up For Change room package at W Hotels and Retreats across the United States, from which W will donate US$10 to HRC for every package booked and include a one-year membership to HRC. W also will launch a campaign for its staff so those who are part of the LGBT community or who simply wish to further rally behind the cause can become involved on a grassroots level.
“W Hotels has always been ‘out’ about our support of the LGBT community, and we believe that equality, love and marriage are crucially important issues to many Americans, including our W talent, our guests and our local communities,” said Anthony Ingham, vice president, North America brand management, W Hotels Worldwide. “Everyone in this country should be able to marry whomever he or she loves. We’ve recently seen incredible momentum around this issue, and we at W are proud to stand up alongside all of our guests in the fight for equality across the nation.”