Deck of Capabilities 2016

PREVIOUS PARTNERS

1 Distinguished Background

• Ballet’s three 2016 tours will include a cumulative 100+ dancers and reach nearly 130 cities from November to December. Click for Video

• Moscow Ballet serves 260,000 highly qualified patrons each year

• Ticketmaster is a key e-commerce partner with which Moscow Ballet has an extensive and unique relationship

• Past partners include General Motors, IBM, Tyson Foods, Whole Foods, Campbell’s Soup, BJ’s Wholesale Club, and Capezio

2 Prominent Event Marketing

In Theater • Distribute materials to patrons at all performances. • Install booth with samples/information. • Project logos on main curtain and address audience from stage.

Playbill • Fantastic opportunity to reach every patron. • General Motors took advantage on national scale to market Saturn L series.

Increase Store Traffic • Use Moscow Ballet stars for Meet-and-Greet opportunities at your venues. • Drive traffic to stores with ticket contests and personalized experiences.

Association With Family Brand • Trusted brand raised revenue for national charities such as Marie Osmond’s Children’s Miracle Network, the American Red Cross, and the MS Society.

3 U.S. & Canadian Footprint

Moscow Ballet performs in most of the top 20 US Demographic Market Areas

Major markets:

Atlanta Miami Boston Minneapolis Chicago New York Cleveland Philadelphia Dallas - Ft. Worth Phoenix Denver San Francisco Detroit Tampa Bay Houston Washington DC Los Angeles

Canadian markets:

Calgary Vancouver Edmonton Victoria Regina Winnipeg Saskatoon And more...

Moscow Ballet Tour Cities

4 Live Nation Data Analytics

Moscow Ballet Buyer Profile • Avg. Household income is • 25% are doting $110k Grandparents aged 55+ with a deep relationship to • 43% of buyers are working Moscow Ballet women • 25% are ages 18 to 34 • 53% are either retired or stay at home moms • 1 out of 4 are millennials and young Gen Xers • 61% are female • 59% have children 0-17 at • Women 35-54, Average age home is 46 years

5 Community Engagement Interacts directly with 30,000+ Local Children and their Families Annually

• Dance with Us Ballerinas work in person with at least 1 dance school in each of the 130 tour cities.

Dance with Us • Principal Ballerina and “Musical Wunderkind” teens rehearse and perform Saint Saens “Dying Swan” live for audiences of ~2000 in 30+ cities annually.

• MB Ballerinas work one-on-one with American students leading New Horizons cultural immersion sessions in many cities on the New Horizons annual tour.

• MB partners with local non-profit organizations in many markets nationwide.

Fund Raising in Spokane

Teen Wunderkind and Ballerina in Bethesda 2015 2016 Markets

Aberdeen, SD Cupertino, CA Lake Charles, LA North Charleston, SC Sioux Falls, SD Albany, NY Dallas, TX Laredo, TX Ogdensburg, NY Somerville, NJ Albuquerque, NM Denver, CO Lexington, KY Paducah, KY Spokane, WA Asheville, NC Detroit, MI Lima, OH Panama City, FL Springfield, MO Atlanta, GA Durham, NC Little Rock, AR Philadelphia, PA St. Louis, MO Bakersfield, CA Easton, PA Longview, TX Phoenix, AZ St. Petersburg, FL Baltimore, MD Eau Claire, WI Los Angeles, CA Pittsburg, KS Syracuse, NY Bethesda, MD Edmonton, AB Louisville, KY Ponca City, OK Tucson, AZ Birmingham, AL El Paso, TX Marion, OH Portland, ME Vancouver, BC Boston, MA Elmira, NY McAllen, TX Providence, RI Victoria, BC Bowling Green, KY Fairfax, VA Memphis, TN Rapid City, SD Villages, FL Brandon, MB Fairfield, IA Meridian, MS Regina, SK Virginia Beach, VA Calgary, AB Ft. Myers, FL Miami, FL Rochester, MN Waco, TX Cape Girardeau, MO Ft. Wayne, IN Midland, TX Rochester, NY Waco, TX Casper, WY Grand Forks, ND Midwest City, OK (OKC) Saginaw, MI Washington, DC Charlotte, NC Grand Junction, CO Milwaukee, WI San Antonio, TX Wayne, NJ Charlottesville, VA Great Falls, MT Minneapolis, MN San Diego, CA Wilmington, NC Chattanooga, TN Houston, TX Monroe, LA San Francisco, CA Winnipeg, MB Chattanooga, TN Indianapolis, IN Montgomery, AL Santa Rosa, CA York, PA Cheyenne, WY Jacksonville, FL Morgantown, WV Sarasota, FL Youngstown, OH Chicago, IL Kalamazoo, MI Nampa, ID Saskatoon, SK Cleveland, OH Kansas City, MO Nanaimo, BC Savannah, GA Columbia, MO Kansas City, MO New Orleans, LA Shreveport, LA Corpus Christi, TX Knoxville, TN New York City, NY Sioux City, IA

7 Proven Marketing Plan

Talmi Entertainment’s Previous Sponsors Online • IBM - Starring Valentine Kozlova, Bolshoi and NYC • MB Digital social media campaign uses: Youtube, Ballets principle artist. Twitter, Facebook, Instagram, Pinterest, Google Ad • Campbell’s Soup - “Live it Right” Starring Cynthia Words, and more social media/ticketing outlets Gregory, ABT prima Ballerina • MB/Ticketmaster outreach campaigns include: • BJ’s - Wholesale club super markets starring Moscow tracking, e-blasts, live analytics, retargeting, fan Ballet network promotions, special offers, SEO analysis, • Blavod Vodka - The only premium black vodka on the digital audits. market today • Highly optimized landing page in 130 markets via http://www.nutcracker.com/your-city Vehicle Wraps • Deliver 6,000,000 high impact impressions with ten vehicles, six buses, three 53’ trucks, and one van that will travel a total of 35,000 miles.

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Case Study: General Motors

Background • GM engaged Moscow Ballet in a national sponsorship campaign to promote the launch of the Saturn L-Series. • A Substanstial increase in sales followed the campaign. The increase is indicated in red, at right.

Event Marketing • GM was able to access their desired family audience during youth cast auditions and at each performance. • Cars were prominently displayed at most venues and branded collateral was distributed to 120,000 patrons.

Media • As the presenting sponsor, • With all platforms GM was featured in all paid (television, radio, print media placements promoting and digital), 10 million performances. impressions were made.

9 Case Study: Capezio

Background • Moscow Ballet partnered with the international apparel brand Capezio for an initiative that delivered sales in major and secondary markets.

Meet the Masters’ Public Events • 23 events were held nationally • Over 2000 people attended • Capezio’s Master Fitter Paul Plesh demonstrated his craft by fitting Moscow Ballet dancers for pointe shoes. • Dancers posed for photos and taught “We had a really proper pointe use. good turn out...and everyone was really Driving Store Traffic excited to meet • At these events, dancers engaged at [Svetlana]” reports retail locations. Baltimore’s Artistic • This created new interest in the brand Costumes. and increased sales.

E-Retail • Capezio products were featured in Moscow Ballet’s online store: www.nutcracker.com/gift-store

10 Europe’s Best Airline

National sponsor 2014

We fl Turkish Airlines y to more countries than any other airline.

Turkish Airlines and Moscow Ballet partnered for the 2014 North American Great Russian Nutcracker Tour to celebrate the historic cultural accomplishments of the Russian and Turkish heritages.

• Europe’s Best Airline flies to 261 destinations and more countries than any other airline.

• Chosen “Europe’s Best Airline” in 2014 for the fourth consecutive time, Turkish airlines was featured in Moscow Ballet’s national playbill. HARITA 5.5x8.5 inc_ABD ING.indd 1 • Moscow Ballet and Turkish Airlines joined together to give two lucky fans a trip to Europe. 26.09.2014 10:13

11 Moscow Ballet Patron Demographics

HOUSEHOLD INCOME EDUCATION

AGE ETHNIC GROUPS HOUSEHOLDS

12 Annual National Press Placement - Examples 2014

10% TV & Radio

93% Tour Press Coverage 90% Print

PRESS EVENTS BY TOUR CITY PRESS COVERAGE BY TYPE

Contest page 60000 52,454 fans up 103% 50000 Facebook Fans

40000 Visitors, Users, 30000 Homepage up 30% 20000 16,624 fans 762 articles generated 10000 = average of 11/tour city 2013 2014

PRINT ARTICLES BY CITY SOCIAL MEDIA GROWTH NUTCRACKER.COM ANALYTICS

13 Moscow Ballet’s Mission

Moscow Ballet brings internationally acclaimed Russian Vaganova ballet training with local dance Russian ballet to audiences across North America, students via the “Dance with Us” program. “New while providing opportunities for fine arts enrichment Horizons - A Children’s Program for Life” is an and educational outreach for local communities. intensive, interactive cultural immersion program that benefits thousands of school children. Moscow The Russian company performs over 100 Ballet also presents workshops, master classes and engagements each year in U.S. and Canadian cities auditions that develop ballet students annually.This including the largest markets. Moscow Ballet’s Great national footprint also allows Moscow Ballet to engage Russian Nutcracker, and a repetoire of other classical in extensive partnerships with corporations and not- ballets, entertains hundreds of thousands during the for-profit organizations. holiday season. With a history of raising millions of dollars over the Moscow Ballet dancers are among the best in the last 24 years, Moscow Ballet’s North American tours world and include “Honored Artists”, laureates, have brought awareness and revenue to critically and winners of top awards at International Ballet important organizations in the fields of cancer Competitions. research, addiction treatment, AIDS awareness, and many more. In addition to performances, the North American platform allows Moscow Ballet to share the renowned

14 Creative Team

Akiva Talmi founded Talmi Entertainment in NYC in 1980 and has produced Moscow Ballet in North America annually since 1993. During the span of his career, Talmi has had the honor of seeing a presidential daughter dance in Moscow Ballet’s Great Russian Nutcracker through the company’s “Dance with Us” program; he was invited to present at the National Press Club in Washington DC twice and he has been instrumental in building the careers of monumental dancers Alexander Godunov, Charmaine Hunter, Valentina Kozlova and more. Talmi holds a BS and MA in Music Composition from The Juilliard School and is a recipient of the Metropolitan Opera Guild Award, the Richard Rogers Award (5 times in 5 years), Leonard Bernstein Award, and the AICF Award - Isaac Stern, President. US President Ronald Reagan and First Lady Nancy Reagan sponsored one of his tours and invited him to the White House for the first ever official State Dinner on Cultural Events. First Lady Roselyn Carter and Vice Presidential wife Tipper Gore served as honorary chairpersons for other tours. Talmi has featured stars from the , the Kirov Ballet, the National Ballets of Hungary, Czechoslovakia, Bulgaria and the People’s Republic of China. His seminars were presented at Yale, Dartmouth, Middlebury, Purdue, and Vanderbilt Universities. In the early 90’s his work was aired on National PBS TV stations and Great Russian Nutcracker began touring with a troupe of 80 award-winning dancers from top Russian schools including Bolshoi, Mariinsky, Perm and Vaganova. Talmi tours Moscow Ballet annually with Russian story ballets including Cinderella, Sleeping Beauty, Swan Lake, Romeo and Juliet and more.

Mary Giannone Talmi holds a BFA in Dance from The Juilliard School and is co-founder and co-producer of Talmi Entertainment. She has received two Choreography Fellowships from the National Endowment for the Arts, an Achievement Award in Choreography from Massachusetts Council on the Arts and was selected for the Theatre’s Choreography Workshop under . She founded Connecticut Dance Theatre, a modern dance repertory company which specialized in the reconstruction of the works of Doris Humphrey, has choreographed for Albany Berkshire Ballet (ABB) since 1972. Talmi was a significant force in the Regional Dance America movement of the late twentieth century. Two of the works she created for Albany Berkshire Ballet, Celebration and Concerto, are included in the National Choreography Plan. In SummerDance ‘95 her fast-paced Temple Caves received critical acclaim, and she has staged shows for country music’s The Forester Sisters. She also choreographed for Dayton Ballet, Dayton Contemporary Dance Company, , II, and the Jacob’s Pillow Dancers. Talmi has taught at Boston Ballet, Wright State, State, Vassar College, and Walnut Hill School.

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