You guys need to understand, this is a promotion, advertising for the company. With the large amount of monetary value they are giving away, they need to be able to claim this on their taxes. Now , if they charged you a dollar, the room value would be a dollar and so would be your tax liability.
They are not charging you the dollar, making this a promo or a sweepstakes, which in turn, means you are ultimately responsible for the taxes for the "prize". If the 10-99 you, they have to get your ssn number from you and then you will get a tax form next Jan as well as the IRS receives this information.
If they do not get your ssn, you are still responsible to claim this on your taxes, but, some sweepstakers do not claim all their wins as they say the IRS doesnt know about them unless they have had to fill out the information for the 10-99.
I am not a tax accountant, but a preparer for over 10 years for a major firm and also a pro sweepstaker who has won many many prizes...
the value for the room is the price it costs LMT to procure, you are responsible for that amount.