Derby Festival 44. Best Sponsorship Program for Individual Sponsor Kosair Kids Class of Celebrities TABLE OF CONTENTS

(44) Best Sponsorship Program for Individual Sponsor:

A. Introduction and Description of Main Event B. Name of Program and Sponsor C. Description and Purpose of Event/Program Being Sponsored D. Description of Sponsor; Level of Sponsorship (Cash/In-kind); Details of Benefit Package and Length of Sponsorship/Partnership E. Overall Effectiveness/Success of the Program 2. Supporting Question: What Challenges/Obstacles Did you Foresee/Encounter in Creating the Program, and How did you Handle Them? 3. Supporting Materials A. Introduction and Description of Main Event

• Kosair Charities was a promotional partner on a new program that was created to support their overall goals and objectives on re-educating the community on who they are and what impact they have towards children in our community. The following events where chosen for this year and include a description of each. • Macy’s Spring Fashion Show – The largest spring fashion show in our region featuring spring and Derby inspired clothes with an attendance of over 1,000. • US Bank Great BalloonFest (Balloon Charity Race and Balloon Glow) – The hot air ballooning events are one of Louisville’s most beloved family traditions. The multi-race docket gives spectators young and old more chances to take in the exhilarating view of boundless colors and shapes. The Great Balloon Charity Race invites local celebrities to participate and be paired with a participating Balloon in the 2018 Great BalloonFest. The Celebrity in each balloon will toss a bluegrass seed bag towards the ‘X’. The Celebrity closest to the ‘X’ will win $1,000 to be donated to their favorite charity; a donation from the Festival Foundation. • Children’s Tea with the Derby Festival Princesses - Children are encouraged to dress like a prince or princess for this social event with the members of the Derby Festival’s 2018 Royal Court. Each child gets lessons and fun including makeup, nails, a craft, special photo and of course tea. • Celebrity Day at the Downs – This event takes place on Millionaires Row at , Thursday of Derby week and features the celebrities that will be in the Pegasus Parade including the Grand Marshal. • Republic Bank Pegasus Parade Preview and Pegasus Parade – The Pegasus Parade is the Festival’s oldest event starting in 1956 and is the largest Parade in our state. The Parade Preview takes place at Kentucky Venues and gives patrons an opportunity to get an up-close look at floats and inflatables and interact with them the Tuesday before the Parade. B. Name of Program and Sponsor

• The Festival Kosair Kids® Class of Celebrities C. Description and Purpose of Event/Program Being Sponsored

• Kosair Charities became the first ever sponsor of the Kosair Kids Class of Celebrities, a program designed to promote emotional health and recognition to what Kosair Charities is all about. • The Kosair Kids® Class of Celebrities was a unique opportunity for Kosair to feature kids and become integrated into several key events. Kosair Charities picked 6 kids that receive support from one of their charity organizations or are champion supporters of the charities mission. The six children chosen (by Kosair Charities) were each celebrities in their own right – some fighting to overcome debilitating illness with courage, tenacity and always a smile; others choosing to give of themselves to help others. Each were able to participate in a select Festival event in 2018 and receive the VIP treatment. Through this partnership Kentucky Derby Festival’s audience reach and unique event opportunities helped re-educate the community on who Kosair Charities is and how impactful they are to thee children of our community. D. Description of Sponsor; Level of Sponsorship; Details of Benefit Package and Length of Sponsorship

• Since 1923 Kosair Charities has had one primary mission – helping children in need. Kosair Charities and the Kentucky Derby Festival know that the quality of a child’s tomorrow depends largely on the quality of health, emotional health, medical treatment, and support a child receives today. Kosair Charities supports over 200 pediatric agencies in our community with funding for research, clinical services, healthcare and education every year. Today, Kosair Charities is the largest charity for children in the history of Kentucky and Southern Indiana. For over 90 years, they have been exemplifying their mission of protecting the health and well-being of children and providing Kosair Kids® with better tomorrows. • Kosair Charities came on as a promotional partner of the Kosair Kids® Class of Celebrities for $27,500 cash. This was a first time partnership and they have already agreed to continue the program for 2019. • Each Kosair Kids Celebrity had a parent or guardian with them at their event and received instructions as well as a KDF contact person for each event to ensure seamless execution • Kosair Charities had the opportunity to place an item in gift bags at KDF gift bag events and took advantage at They’re Off! Luncheon, Fashion Show and gave sunglasses to the YMCA Healthy Kids Day attendees • Kosair Charities received a dedicated web page within www.kdf.org to showcase each of the Kosair Kids Celebrity Class. Each child’s name featured a drop down menu which included a photo and bio on each child. Kosair also receive a HERO image on www.kdf.org’s main page April-May as well as a press release sent out to local media outlets announcing the new partnership and the 6 kids participating. • Kosair Charities received the following benefits package: • Ten (10) Bourbonville GA tickets • Eight (8) They’re Off! Luncheon tickets • Twenty (20) Trial tickets • Four (4) Celebrity Day at the Downs tickets • Ten (10) Fashion Show Preferred tickets • Ten (10) Fashion Show Lounge tickets • Four (4) Parade VIP tickets E. Overall Effectiveness/Success of the Program

• Quote from Erin Fowler, Director of Communications & Special Events for Kosair Charities, “We loved this partnership this year, not only did the kids get an awesome unique experience with KDF but we feel we got extra brand exposure and good will to the community”

• Bree Brown’s mother (Bree was the child picked to ride in the hot air balloon and unfortunately she passed away on June 20th), said “ Bree was thrilled to get a chance to fly over Louisville in the balloon. This experience meant a lot to her and her family and let her have peace for a few moments. It was a great experience.”

• Through this sponsorship Kosair received $2,500 in donations as well as earned media exposure valued over $45,000. 2. Supporting Question What Challenges/Obstacles Did you Foresee/Encounter in Creating the Program, and How did you Handle Them?

• One of the challenges came from determining which events and opportunities within the events we could have the Kosair Kids participate in (some with disabilities that needed to be considered). We worked with our event folks to figure out which experiences would work and helped Kosair Charities pick the appropriate child for each. Each child also had a parent or guardian with them at all times and we created detailed instructions including a KDF contact person for each event to ensure seamless execution. Below are the opportunities we developed together for each Kosair Kids Celebrity. • Walk the Runway at the Spring Fashion Show, including hair and makeup as well as an outfit from Macy’s • Ride in a hot air balloon during the BalloonFest Charity Race (including hotel accommodations and Balloon Merchandise package as well as invitation to fuel up feast) • Take the runway at the Children's Tea with the Derby Festival Princesses before the other attendees • Attend the Celebrity Day at the Downs as a Celebrity and be a featured celebrity • Became a float judge and attended Parade VIP and rode as a VIP in the Pegasus Parade • A second challenge was to make sure each child could be identified at each event. We created posters with their name and photo and had these at each event as well as creating a lanyard for each child. 3. Supporting Materials

Kosair Kids Celebrity, Laiken Weber, kicked off the promotion as a special VIP guest at the Macy’s Spring Fashion Show. She received an outfit from Macy’s ($100 credit from KDF) hair and makeup from JMichaels and walked the runway with emcee Sarah Jordan and spoke about what she’s done for Kosair Charities. Each gift bag at the event also had a handout from Kosair Charities and a Kosair Charities video ran before the Fashion Show. 3. Supporting Materials

Bree Brown got to take flight in the Mortenson Family Dental Balloon as a part of the US Bank Great Balloon Charity Race. Each balloon chose a local celebrity to fly for a cause. The winner received $1,000 toward their charity. Even though Mortenson didn’t win KDF gave Kosair Charity a check as a great community partner. This was an awesome experience for Bree and one of her last “bucket list” opportunities. Unfortunately Bree passed June 20th from Cancer. 3. Supporting Materials

Keith Inman attended the US Bank Great Balloon Glow as a VIP and was a part of the WLKY TV broadcast where they showed Bree Brown’s story including video they took Thursday morning of her flight and interview. Keith was also presented a check by Mike Berry and Kentucky Derby Festival of $1,000 as an important charity to support and a Festival partner. 3. Supporting Materials

Childrens Tea with the Derby Festival Princesses featuring Jenna Mohammed. Jenna got a chance to take the runway before the other attendees and got a special acknowledgement during the presentation. She also got to have makeup and nails done, a photo with the princesses, a special craft and learned how to be graceful and confident. 3. Supporting Materials

Celebrity Day at the Downs featuring Henry Hinson who was a favorite celebrity by guest of the event – Millionaires Row at Churchill Downs on Thurby 3. Supporting Materials

Kentucky Derby Festival Foundation through a promotion gave Kosair Charities a check for $1,500 and showcased Henry Hinson as a Kosair Kids Celebrity. Many of the featured guests took their photo with Henry and he truly made an impact.

Special visit by the Mayor on Thunder Day to celebrate birthdays and the fireworks! 3. Supporting Materials

Olivia Allen at the Pegasus Parade Preview got to go on TV with Keith Inman and Dawn Gee to talk about her involvement with Kosair Charities and got to be a float judge as well as ride in a Corvette with her sister in the Parade as a Celebrity/VIP 3. Supporting Materials

A press release was sent to all local media outlets on April 12th introducing the Kosair Kids Celebrity Class and the promotion surrounding. 3. Supporting Materials 3. Supporting Materials 3. Supporting Materials

Kosair Charities received a dedicated web page within www.kdf.org to showcase each of the Kosair Kids Celebrity Class. Each child’s name featured a drop down menu which included a photo and bio on each child.

This hero image was featured on the Kentucky Derby Festival homepage April 12th through May 31st.