Starwood has already had for more than a year their Moments-program where SPG members can either purchase or bid for wide variety of events like concerts, golf related events, shows etc.
There are two ways to “purchase” these and you always have to pay using Starpoints. Some of the events are purely sold using auctions, and thus the price is never knows before the auction ends. It is wise to bid only at the very last minute. The others have the straight purchase price as shown in Starpoints.