45) Best Overall Sponsorship Program Table of Contents a) Introduction and Description of Main Event b) Description of overall Sponsorship Program c) List of all current sponsors for event ; levels of support; longevity of each d) Available benefit package and valuation formulas e) Description of sponsor research targeting and sales process f) Description of sponsor service team and steps taken when new agreement is signed g) Describe current sponsor renewal process & retention rate h) Overall effectiveness /success of the program i) Supporting Materials j) Supporting Question 2 k) Support Materials A. Introduction and Description of Main Event

• Kroger’s Fest-a-Ville is a nine-day ultimate entertainment venue that began in 2007 and entertains over 200,000 annually. • Kroger’s Fest-a-Ville features two concert stages, food and drink, over 30 events and promotional areas, and Pegasus Play-Ville which includes carnival rides, helicopter rides and branded bar experiences. • • Waterfront Jam Concert Series encompasses both music stages with over 50 local, regional and national acts. • The Miller Lite Music Stage at the Chow Wagon features 30 local and regional bands. • The Great Stage located on the Great Lawn primarily features the national acts with various genres throughout the Festival which attract crowds of more than 10,000. Both stages are surrounded by non- stop entertainment throughout the entire 600,000 square foot venue. B. Description of overall Sponsorship Program

The main opportunities available for sponsorships are as follows:

• Title or Contributing of overall venue • Venue Location Sponsors • Title or Contributing of Concert Series or individual concerts • Display Sponsors • Branded Bar and or alcohol sponsors • Customized Sponsorships • Stage Sponsors • Pouring Rights C. List of all current sponsors for event; levels of support; longevity of each

1. Kroger; Title Sponsor since 2007 with $132,500 annual investment 2. Miller Light: Contributing/Stage Sponsor since 2007 with $25,000 annual investment 3. Hendrick’s Gin: Official Gin since 2018 with $15,000 annual investment 4. Aetna: Title Sponsor of Pegasus PlayVille with $22,500 annual investment 5. Four Roses: Official Bourbon since 2007 with $20,000 annual investment 6. Jeptha Creed Vodka: Official Vodka since 2018 with $10,000 annual investment 7. Monster: Pouring Rights since 2015 with $5,000 annual investment 8. Coke: Pouring Rights since 2007 with $17,500 annual investment 9. M&Ms: Display and sampling sponsor since 2018 with $7,500 annual investment 10. Acid Cigars: Display Sponsor since 2017 with $4,000 annual investment 11. Courier Journal Media: Media Sponsor since 2007 with in-kind valued at $100,000 12. Dodge RAM: Display sponsor since 2018 with $22,000 annual investment 13. Belterra Casino Resort: Country Concert Title Sponsor since 2018 with $30,000 annual investment 14. IKORCC Local 175: Title Sponsor of the Grove Picnic Area with $15,000 annual investment 15. Camarena Tequila: Official Tequila with $10,000 annual investment 16. Barefoot Bubbly: Official Bubbly with $18,000 annual investment 17. Old 502 Wine: Official Wine since 2011 with 10,000 annual investment 18. Drake’s Branded Bar Sponsor since 2014 with $6,000 annual investment 19. CareSource: Presenting Sponsor of the Urban Concert since 2018 with $17,500 annual investment 20. Swisher Sweets: Display sponsor since 2018 with $4,500 annual investment 21. Churchill Downs: Free Admission Sponsor since 2017 with $20,000 annual investment 22. AT&T Display/mobile unit Sponsor since 2018 with $10,000 annual investment 23. Carvana: Display :Sponsor since 2018 with $8,500 annual investment 24. Entenmann’s Little Bites: Display and sampling sponsor since 2016 with $15,000 annual investment 25. Marines: Display sponsor with $3,500 annual investment D. Available benefit package and valuation formulas

The Kentucky Derby Festival prides itself on creating customized sponsorship opportunities that help clients overcome or address key marketing challenges. The Festival also provides general sponsorship benefits to event sponsors which include: signage, inclusion in press release/s, website exposure, social media exposure, print listings, and schedule of event listings, discount on merchandise, follow-up book, and the opportunity to purchase tickets to our events before they go on sell to the general public. The Kentucky Derby Festival Sponsorship Sales will always look for ways to help our sponsor partners get the most for their money and create meaningful activations. We meet with each client and develop together, a specific package which can also include: • Display Space • Exclusivity • Hospitality • Cross Promotion with existing sponsor partners • Media and social media promotions and contests • Tickets/Pins • Traffic driving tactics • New Opportunities The Festival also works with the event team to track expenses and hard costs associated with each sponsorship to determine the value and ROI. E. Description of sponsor research targeting and sales process

Kroger’s Fest-a-Ville offers a myriad of sponsorship opportunities for local, regional and national businesses. The sponsorship of Fest-a-Ville is also about the community and tying a brand into one of the Festival’s best known events. The targeting and sales process is ongoing and we work to constantly keep our sales funnel full with prospects. A few of the ways we determine a target list are to prospect local media and social media as well as visiting other events. Once we determine a list of clients we go through an evaluation process as follows: • Dollar potential – does the client seem to be spending dollars in the marketplace • Access & Credibility – Is the decision maker accessible and do we have any insight into their business or trends to their business • Product Fit – does their product or service make sense for a sponsorship with Kroger’s Fest-a-Ville • Value-Added Fit – is there something specific the sponsor target could add to the Venue • Leverage – do we have a board member/connection or audience that could help us leverage the sponsorship • Your Personal Reasons - do we have a specific knowledge of their product or service or is it somewhere we patronize If we have determined that our prospect meets at least 4 of the 6 goals and we have researched the company website/social media, industry tools and publications we make an appointment to conduct a CNA (Client Needs Analysis). • We prepare for the CNA by developing a list of targeted questions designed to help uncover the following: • Target Demographic • Benefits Sought by Target • Competitive Analysis • Advertising & Promotions While conducting the CNA the Sponsorship Sales Manager will brainstorm with the prospect and will float half baked ideas to client to determine the interest from the client. Once the CNA is complete the Sponsorship Sales Manager will review with the client to make sure he/she heard everything correctly. Next he/she will secure next meeting and go over next steps. A follow-up thank you note is sent and the Sponsorship Sales Manager will conduct an internal brainstorm to develop several idea starters. Next an e-mail is sent asking the prospect to rank which idea/s they would like to see included in the overall proposal. The Sponsorship Sales Manager will develop the proposal based off of this feedback and present at the next meeting. This process works well because you are asking the prospect to tell you what they want to buy and you are working together. The meeting isn’t a surprise as you both know what will be presented. Finally the Sponsorship Sales Manager asks for the business and drafts a contract. F. Description of sponsor service team and steps taken when new agreement is signed

• Our Sponsorship Sales Team consists of a Director of Sponsorship Sales and three Sponsorship Sales Managers. We also work very closely with the Director of Advertising and Promotions and Tickets and Promotions Manager. Each Sponsorship Sales Manager as well as the Director of Sponsorship Sales are responsible for an account list of current sponsors as well as creating new partnerships. • Once a new agreement has been signed, the Sponsorship Sales Manager will execute 2 copies of the contract and have our CEO sign them both. We file one and then return one fully executed contract to the client with a cover letter outlining the details of their benefits package as well as when they can expect to receive their next correspondence with the Sponsorship Sales Manager and the Kentucky Derby Festival. We will also include a timeline specific to the sponsorship and benefits package that helps the sponsor and Sponsorship Sales Manager stay in sync and on top of upcoming commitments. We also share this document internally to make certain each department understands the sponsorship goals and their role in the success of the partnership. With extremely complicated sponsorships, the Sponsorship Sales Manager will set an activation meeting with the client, sales manager and event manager to talk through details. G. Description of sponsor renewal process & retention rate

• Each summer and fall the Sponsorship Sales Team of the Kentucky Derby Festival works to renew the sponsor partners of Kroger’s Fest-a Ville whose overall investments make the event possible. In follow-up meetings, sponsors of Fest-a-Ville receive a binder containing ancillary materials and a PowerPoint presentation showcasing the impact and highlights of their sponsorship. In the slide format, information and photos as well as detail on advertising impressions, publicity value and event exposure combine to create a comprehensive and complete look at the sponsorship. The follow-up reports are a team effort and require feedback and materials from the event team, advertising and promotions managers, and communications managers. The books are put together by the Sponsorship Sales Manager and presenting to the client. • Follow up meetings are organized to allow for a cohesive and complete look at the benefits of the sponsorship. These customized reports are a useful tool for decision makers when evaluating their dollars, comparing their partnerships and justifying the commitment to other departments and managers. We have included a keepsake digital photo book in several cases for some of our sponsor partners that has proven to be a very successful addition to the detailed book. • Our follow-up book process has proven to be a very effective tool and has helped us further communicate with our clients about what we can do to further extend their presence within our events. The retention rate for Kroger’s Festival Title and Contributing Overall sponsors is 100%. However, since many of the sponsors are display and touring units the retention rate is not as high in that category, but we tend to bring in new displays every year. H. Overall effectiveness and success of the program

• The 12th Kroger’s Fest-a-Ville proved to be very effective for our sponsor partners. We had total sponsors 24 in the Kroger’s Fest-a-Ville “sponsor family. • We retained our largest sponsor, Kroger, as well as our larger sponsors. We were also successful in adding new sponsorship elements to venue with very creative activations. Our liquor partners had unique bars with specialty cocktails and each offered something new to patrons. For Example Camarena Tequila offered patrons $3 ice shot glasses with Camarena and had patrons take the shot and throw the glass at a bell (included in their bar set-up) to signify happy hour and “Derby week!” IKORCC (regional council of carpenters) became our new Grove sponsor and made 12 new picnic tables for patrons to enjoy in this area. • This year we also added 12 new sponsors to Kroger’s Fest-a-Ville making this one of the most successful sponsor categories of the Festival and meeting our overall goal and achieving dollars (not including in-kind) of $449,000. This year was one of the largest attended venues, which increased our Pegasus Pin admission sales as well as our food and beverage sales. Photos from 2018 Kroger’s Fest-a-Ville Photos from 2018 Kroger’s Fest-a-Ville Photos from 2018 Kroger’s Fest-a-Ville Supporting Materials

The following slides include: 1. Sponsorship Proposal Belterra Salutes our Veterans Kentucky Derby Festival Country Music Concert At Kroger’s Fest-a-ville Sponsorship Proposal Why Partner with the Kentucky Derby Festival?

• The Kentucky Derby Festival is celebrating 63 years in 2018

• Over 70 events within two weeks

• 1.5 million people entertained

• 650,000 spectators at Thunder over Louisville

• Our Marathon host over 15,275 runners from over 50 states and 9 countries

• 60 musical acts with 200,000 attendees

• Over 1000,000 lbs of ice and over 25,000 corn dogs

• Heavy military inspired acts, crowds, displays and good will at Festival events Exposure for your company by partnering with Kentucky Derby Festival

• 424 Corporate Sponsors with an 83% retention rate • Economic impact is $127 million back into the local economy • 4,000 volunteers • 75 board members • 21 staff members

Media Exposure: • 2,200 TV commercials • 4,800 Radio Spots • 4.2 million impressions with 103,935 followers • 901,082 unique visitors on the web • 17,123 News clips with $47,607,663 in publicity value What you said:

• Creating awareness and traffic, making an impact and creating an experience and media impressions are the main factors needed in a sponsorship.

• Providing a package for VIPs that cannot be experienced elsewhere is important

• Many of Belterra’s patrons tend to enjoy country music

• Belterra is extremely supportive of military veterans

• Prostate cancer awareness, education and screening is an important cause

To that end, the Kentucky Festival is pleased to offer this custom Belterra Salutes our Veterans Kentucky Derby Festival Concert proposal Fest-a-Ville Photos Kroger’s Fest-a-Ville/Country Concert Overview

• Kroger’s Fest-a-Ville is a nine-day ultimate entertainment venue that began in 2007 and entertains over 200,000 annually. • Kroger’s Fest-a-Ville features two concert stages, food and drink, over 30 events and promotional areas, and Pegasus Play-Ville which includes carnival rides, helicopter rides and branded bar experiences. • Waterfront Jam Concert Series encompasses both music stages with over 50 local, regional and national acts. • The Miller Lite Music Stage at the Chow Wagon features 30 local and regional bands. • The Great Stage located on the Great Lawn primarily features the national acts with various genres throughout the Festival which attract crowds of more than 10,000. Both stages are surrounded by non-stop entertainment throughout the entire 600,000 square foot venue. • The country act concert typically takes place the Saturday before the Kentucky Derby and attracts the largest crowds. The Kentucky Derby Festival would like to offer Belterra the opportunity to become the title Sponsor of this particular concert. Event Exposure Creating awareness and traffic, making an impact and creating an experience

Belterra will receive the following:

• Exposure on banners that will be placed in various locations throughout the event, including the stage and the welcome center.

• Recognition and/or logo inclusion in Kroger’s Fest-a-Ville print advertisements.

• Custom designed Pegasus pin for Veterans that will get them in to the concert and to most KDF events

• Custom photo/event marketing opportunity with social media sharing at concert

• Opportunity to be part of the Fest-a-Ville Ribbon Cutting Ceremony (concert venue)

• Opportunity to be on site for Fest-a-Ville media day. KDF will make every effort to get interview

• KDF will distribute Belterra items via the Welcome Center just inside the venue gate. Event Exposure Creating awareness and traffic, making an impact and creating an experience

Belterra will receive the following:

• Opportunity for Meet and Great with talent

• VIP viewing access for 75 people with VIP tent access with food and beverage

• Belterra will receive exposure in a minimum of one enewsletter/eblast (approx. 95,000 )

• Exposure through pre-recorded tapes and promotional messages (spots provided by Derby Festival or Belterra) that will be aired during music intermissions and breaks on the main stage

• Inclusion in a press release announcing your partnership and promotion (focus on the Veteran aspect)

• Opportunity to use the Kentucky Derby Festival logo in any advertising Belterra produces Print Exposure

• Belterra will also be featured in all Festival-produced printed KDF Schedule of Events brochures as a Presenting Sponsor of Waterfront Jam. (26 million impressions)

• Sponsor mention in a minimum of three (3) Kroger's Fest-a-Ville on the Waterfront promotional ads placed in the following publications, in the April/May time frame: – LEO – free weekly – Business First – business weekly

• Belterra will receive one (1) full page, four color print ad to be included in the Official Derby Festival Program (25,000 distributed free) (deadline for inclusion is February 1, 2018 .)

• Belterra will receive Sponsor mention in printed schedule cards specifically designed for the event with main stage entertainment information, daily promotions, etc. which will be distributed at numerous Festival events Concert TELEVISION AND RADIO EXPOSURE

• Belterra will receive exposure as a Sponsor of the country concert in a television campaign utilizing broadcast and cable stations in the Louisville market promoting the concert series.

• Potential media exposure via local television news and weather broadcasts produced from Kroger's Fest-a-Ville on the Waterfront, as provided by local news stations. In addition, Derby Festival’s Communications Staff will make a concerted effort to always mention the Belterra Salutes our Veterans partnership

• Belterra will receive exposure in a radio advertising campaign on Clear Channel, Alpha Media, and SummitMedia radio stations.

*In 2017, the concert venue and series received 109 media mentions generating over $300,000 in ad value.

*Source: Meltwater Media Intelligence WEBSITE EXPOSURE

• Belterra will receive a clickable logo on the homepage of the Derby Festival official website, www.kdf.org as an Executive Sponsor of the festival. Updated daily in season, www.kdf.org topped 992,387 page views with 407,698 visitors. • Belterra will receive a hotlink and logo exposure on the concert pages specific to the Country Concert. DIGITAL ADVERTISING CAMPAIGN

• Belterra will receive exposure via online advertising campaign which would include promotion through the following: – www.leoweekly.com – www.courier-journal.com (velocity, entertainment) – www.bizjournalslouisville.com – www.voice-tribune.com – www.new2lou.com – Radio station websites (event partner radio stations) – Content Channel Campaign – Facebook advertising – Online local concert schedules – Twitter Additional Sponsorship Benefits

• Belterra will receive an advanced ticket order form. This will allow Belterra to purchase Derby Festival tickets prior to the public sale. • Belterra employees will receive a twenty- percent (20%) discount on all official Derby Festival merchandise purchased through the Kentucky Derby Festival’s official merchandise licensee, for the term of this agreement. • Belterra will receive a table of eight (8) to the 2018 They’re Off Luncheon. • Belterra will receive 10 BourbonVille VIP tickets. • Belterra will receive a written follow-up report, which will highlight the event sponsorship, in each year of this agreement. • Additionally KDF will partner with an organization to provide prostate cancer screenings or educational materials at our Health Fair. Belterra Salutes our Veterans Kentucky Derby Festival Country Music Concert At Kroger’s Fest-a-ville

2018 Investment: $30,000 3 year Investment: $25,000 annually Supporting Materials

The following slides include: 2. Sponsorship Follow Up Report Belterra Casino Resort Concert

2018 Sponsorship Summary SPONSORSHIP SUMMARY SPONSORSHIP SUMMARY

In its 12th year at Waterfront Park, Kroger’s Fest-a-ville saw record crowds in 2018. The Belterra Casino Resort Country Concert with Tyler Farr was no exception as the event drew a very large crowd.

Thanks to Belterra Casino Resort, all Veterans and Active Military were given free admission to the concert and received a custom Belterra Casino Resort Pegasus Pin. This gesture was appreciated and garnered goodwill by those attending the event.

Kroger’s Fest-a-Ville featured two concert stages, food and drink, over 30 events and promotional areas, and Pegasus Play-Ville which includes carnival rides, helicopter rides and branded bar experiences. SPONSORSHIP SUMMARY

Belterra Casino Resort received the following:

• Exposure on banners that were placed in various locations throughout the venue including the stage and the Welcome Center.

• Recognition and/or logo inclusion in Kroger’s Fest-a-Ville print advertisements.

• Custom designed Pegasus pin for Veterans for free admission to the concert and other KDF pegasus pin admission events. SPONSORSHIP SUMMARY

Belterra Casino Resort received the following:

• Custom photo/event marketing opportunity with social media sharing at concert

• Opportunity to be part of the Fest-a-Ville Ribbon Cutting Ceremony (concert venue)

• Opportunity to be on site for Fest-a-Ville media day.

• Opportunity to provide items to be distributed throughout the venue. SPONSORSHIP SUMMARY

Belterra Casino Resort received the following: • Opportunity for Meet and Great with talent

• VIP viewing access for 80 people with VIP tent access with food and beverage

• 10 VIP tickets to King Southern Bank Bourbonville

• One table of 8 to the They’re Off Luncheon

• Exposure through pre-recorded tapes and promotional messages (spots provided by Derby Festival or Belterra) that will be aired during music intermissions and breaks on the main stage

• Opportunity to use the Kentucky Derby Festival logo in any advertising Belterra produces MARKETING/PUBLIC RELATIONS PRINT

Belterra Casino Resort received print exposure via the following:

• Business First, full page ad on Concert Series • LEO Weekly, full page 4/11/18 and 4/18/18 • LEO Weekly, ½ page on 3/14/18 • LEO Weekly, 4 page insert on 4/25/18 • Louisville Magazine, half page ad in April issue • The Courier-Journal half page 4/27/18 • The Courier-Journal full page ad 4/22/18 • Thunder Preview Guide, The Courier-Journal, 4/20/18 • Kentucky Monthly, April issue, half page ad • Voice-Tribune, 1/2 page ad on 4/25/18 • TOPS Louisville, full page ad April 2018 • Official Program, Full page ad PRINT

Belterra Casino Resort received print exposure via the following:

Additional Schedule of Events listings: Kentucky Monthly, April issue KDF Official Program KDF Official Pocket Schedule Louisville M agazine Derby Issue TOPS Louisville

Outdoor (Run Dates 4/9-5/6)

TOTAL 2018 KROGER’S FEST-A- OUTDOOR ART VILLE IMPRESSIONS 4,878,300 TV

Belterra Casino Resort received TV exposure via the following: TV: (29) :30-second spots on WAVE 3 (16) :30-second spots on WBKI (19) :30-second spots on WDRB (14) :30-second spots on WHAS (8) :30-second spots on WLKY Ran 4/2 – 5/4 (150) :30-second spots on WAVE 3 Ran 4/10-5/7 (212) :30-second spots on AMC, CMT, ENT, BET, FOOD, FRFM, FX, NICK, OXYG, TBSC, TLC, FLROSZAD 448 Total :30-second spots RADIO

Belterra Casino Resort received radio exposure via the following:

(21) :30-second spots on WAMZ (150) promotional announcements on WAMZ (21) :30-second spots on WLGX (21) :30-second spots on WNRW (23) :30-second spots on WQMF (29) :30-second spots on WTFX (23) :30-second spots on WQNU (23) :30-second spots on WRKA (16) :30-second spots on WSFR (23) :30-second spots on WVEZ (90) :30-second spots on WDJX 45 live liners WDJX (65) :30-second spots on WGZB (45) :30-second spots on WGHL (45) :30-second spots on WMJM 45 live liners on WMJM (55) :30-second spots on WXMA (36) :30-second spots on WAKY (45) :30-second spots on WAYI-FM (24) :30-second spots on WFPK (51) :30-second spots on WLVK (48) :30-second spots on WJIE (15) :30-second spots on WLKT (Lexington) (13) :30-second spots on WXZZ (Lexington) DIGITAL EXPOSURE

Belterra Casino and Resort received exposure via • The Kentucky Derby Festival website – KDF.org - is one of the primary sources connecting fans to Festival all year with real-time event updates. The site neared 1,000,000 page views with over 270,000 unique visitors from June 2017 through May of 2018. KDF.org provides the entire Festival schedule with details on all the events, including sponsor mentions and a complete sponsor listing. (Impressions: 934,049 page views/278,358 unique visitors) • Two enews letters to a database of 98,315 subscribers SOCIAL MEDIA

• The Festival maintains 6 online social media presences, including Facebook, Twitter and Instagram. • Social channels have proven high engagement and a great way to disseminate information about our sponsors. Impressions on the Festival’s social networks topped 8 million in April alone. • The Festival reached over 134,000 followers on social media in 2018, a 10% increase in our social media audience. • Festival Facebook pages: – Kentucky Derby Festival Official Page: 44,262 Likes – Kentucky Derby Festival Marathon & miniMarathon Official Page: 16,828 Likes – Thunder Over Louisville Official Page: 37,320 Likes • Festival Twitter accounts: – Kentucky Derby Festival @KyDerbyFestival: 20,196 Followers – Derby Festival Marathon/miniMarathon @KDFMarathon; 3,550 Followers • Instagram: @KyDerbyFestival; 11,996 Followers • KDF SmartPhone Application – 9,876 Users /133,461 Sessions SOCIAL MEDIA MEDIA IMPRESSIONS KDF ASSETS

SPONSOR THANK YOU LISTINGS

• Official Program, The Fillies Program, March-April 2018 (Distribution: 25,000) • Official Pocket Guide, March-April 2018 (Distribution: 10,000) • Business First, May 11, 2018 (Circulation: 10,000) • Today’s Woman, May 2018 (Distribution: 40,000+) • TOPS Louisville, May 2018 (Distribution: 25,000) Creative Slide

VIP Tent set and ready with food and beverage. KDF special VIP entrance to stage for Belterra guests

Record crowd

Meet and greet Creative Slide

WAMZ talent recognized and thanked Belterra Casino Resort on stage

KDF Created 5 Custom Banners Supporting Materials

The following hard copy includes:: 1. Sponsorship Agreement Supporting Question

What did you do to update/change this program from the year before? Were your updates/changes successful? Please provide measureable results/ examples.

The Sponsorship Sales team has become very accustomed to creating sponsorship packages that not only meet the sponsor needs, but also enhance to guests experience. Each year we look to improve Kroger’s Fest-a-Ville. 2018 was the best year we have had so far in sponsorship dollars as well as food and beverage sales. Below are a couple of examples of sponsorship activations in 2018 that improved the guest experience as well as accomplish the goals and objectives of the sponsor:

.

Aetna wanted to connect with families with IKORCC is a carpenters union. They children, so we made them the sponsor of sponsored “The Grove” picnic area and Pegasus PlayVille (already in place) in which Aetna sponsored free rides for kids from 4-6 built new much needed picnic tables daily. branded with their logo.