With Mario Lopez

Item 6

Tourism & Events Department

7506 E. Indian School Road Scottsdale, AZ 85251 480.312.7177

To: David Scholefield, Chairperson Tourism Development Commission

From: Steve Geiogamah, Tourism Development Manager

Date: February 20, 2018

Subject: Cinco de Mario New Development Event Funding

The Cinco de Mario new event funding worksheet is attached for commission consideration. City staff has evaluated the worksheet and support documents to identify potential benefits to the City and the local tourism industry.

The festival event producer is requesting $70,000 in support of a one year event funding agreement. Allocation of potential funds in support of the agreement will be from the $1.2 million from the Tourism Development Fund established for events and event development.

Analysis & Assessment The festival will take place at the Scottsdale Civic Center Mall on May 5, 2018 attractions include an authentic Mexican Mercado, live music, and multiple food vendors. The first year festival is anticipated to attract 7500 attendees as well as provide Scottsdale destination with over $260,000 in media and promotion and promotional value.

In order to enhance the city’s event sponsorship evaluation process, the city has retained a qualified special event and marketing consultant, Bruce Skinner & Associates, to measure, analyze, and report the economic and media impact as well as overall value and benefits associated with a proposed event sponsorship. Attached is the Skinner report.

Funding Availability & Potential Options There are currently bed tax event support funds available in the FY2017/18 bed tax budget for new event development. Pending TDC discussion, the following are options for consideration:

1) Recommend new event development funding for all or part of the requested amount of $70,000. 2) Take no action or additional event evaluation. 3) Alternatively, if there are additional questions or information needed for further consideration, staff will proceed accordingly.

Item 6a

NEW EVENT DEVELOPMENT WORKSHEET

APPLICANT INFORMATION Worksheet Date:

Organization Name: Legal Description (LLC, etc.)

Business Address:

City: State: Zip Code:

Event Contact:

Phone: Cell Phone: Email:

EVENT INFORMATION

Event Name:

Event Website:

Event Date(s): Event Time(s):

Event Location:

City: State: Zip Code:

Admission Cost: Projected Attendance: Years in Scottsdale:

Expense Budget (includes Estimated Revenue: Marketing Budget: Requested Funding Amount: marketing):

Detailed description of event:

Item 6a

NEW EVENT DEVELOPMENT WORKSHEET

Provide a detailed, itemized list of sponsorship benefits the City of Scottsdale will receive as part of the sponsorship package. Please include advertising channels, advertising cost, impression values, and distribution methods:

Submit your current marketing plan as it is without City Funding. Please include location, timing, impressions, cost, etc. *Attach if more space is needed.

If approved for funding, please explain how event funding will enhance your event’s marketing and PR efforts:

Item 6a

NEW EVENT DEVELOPMENT WORKSHEET

Describe how you will provide qualitative and quantitative information regarding event attendance levels:

Provide estimated economic impact results of the event and the projected impact on Scottsdale:

Describe how the event will stimulate the fundamental decision to travel and visit Scottsdale, generate room nights as well as enhance the length of stay:

Item 6a

NEW EVENT DEVELOPMENT WORKSHEET

NEXT STEPS This proposal process has been developed to provide necessary information for the City of Scottsdale, Tourism Development Commission to evaluate funding proposal requests and to determine appropriate funding for qualified events. The sponsorship review process can take up to 60 days to complete.

1. Staff reviews event qualification worksheet to determine event’s eligibility 2. If event qualifies for funding, producer will present at the Tourism Development Commission (TDC) meeting. TDC has the potential to require more information or vote on funding amount they are recommending. 3. Event presentation to the TDC is required. The presentation should take no more than 5 minutes and outline the information provided in this worksheet. 4. TDC submits funding recommendation to City Council for approval (Following TDC recommendation, allow four weeks for council presentation). 5. Formal action by City Council

SUBMISSION INFO I authorize the verification of the information provided on this form. Signature of applicant: Date:

Name

*If more room is needed, attachments are permissible.

Item 6a

MM AY AY 55 THTH

CityCity ofof ScottsdaleScottsdale EventEvent DevelopmentDevelopment FundingFunding ProgramProgram ProposalProposal Item 6a I. Detailed description of event:

is the first celebrity produced festival to take place in Scottsdale. TV star, Mario Lopez, is throwing a fiesta on Cinco de Mayo (MAY 5TH) at Scottsdale Civic Center Plaza. In partnership with R-Entertainment (producers of the azcentral Food & Wine Experience) and RND Events (producers of the Arizona Taco Festival, and National Taco Festivals), this event will be a powerhouse of expert production, inventive marketing, and celebrity cache.

Arizona has always been a destination for Mexican cultural events, fun latin-flavored food festivals, and all-out parties and celebrations attended by a melting pot of cultural ethnicities. Cinco de Mayo, one of the most widely known celebrations, was once a boon for the local economy with a plethora of well-attended events. Over the years, due to cannibalization and sprawl, they have lost their density and impact. We plan on re-focusing the energy to Old Town Scottsdale and becoming the gold standard for Cinco de Mayo events - all driven by the enormous energy and media footprint of Mario Lopez and his celebrity friends. We will truly exhibit a cultural mixed bag to make the event compelling to everyone and every demographic. At the core we will be a Cinco de Mayo event, but since we’re calling it CINCO DE MARIO, we will be folding in a number of fun and diverse elements to make this a must-attend affair (see on-site elements). This event will be inclusive in nature, each activation built to appeal to different demographics and psychographics, so that this event will have something for everyone, drawing attendees nationally, regionally, and locally to experience the magic of Scottsdale.. The festival will take place from 11am to 6pm. Mario Lopez is not only the host of the event, but a partner. He will aggressively promote it across his vast network of national media channels, including his personal social media, his nationally syndicated television shows, “EXTRA” and “CBS Candy Crush”, but also promote on his friends’ shows which he regularly frequents such as “Ellen,” “Live with Kelly and Ryan,” “NBC Today Show,” “The View,” “Steve Harvey,” and others. Mario also hosts his own nationally syndicated iHeart radio show “On Air with Mario.” We will also be cross- promoting with his celebrity friends on their social media platforms. Item 6a i. detailed description of event

Some on-site elements will include:

AuthenticAuthentic MexicanMexican MercadoMercado

This Mexican Food Farmers Market will be populated with locally owned businesses selling art and crafts, as well as food offerings such as fresh, on-the-spot handmade tortillas, a ceviche bar, Mexican desserts, salsas, carne asada, sonoran dogs, tacos and burritos and so much more, all to be eaten at the event, or packaged to take home and enjoyed later.

KidsKids ZoneZone

Our Kids Zone will feature a craft area, where kids can learn the fine art of making papel picado, jump on rides, and play games. They can even enjoy a screening of the new Disney film “Coco.” Disney will be providing us with copies of the film as well as fun promotional giveaways for the crowd.

KentuckyKentucky DerbyDerby

The event will also feature a Kentucky Derby activation called The Mansion, where guests can sip Mint Juleps in our luxurious mini Churchill Downs setting and watch the race on one of our many screens. Item 6a i. detailed description of event

CandyCandy CrushCrush E-SportsE-Sports TournamentTournament

E-Sports is the fastest growing segment in sports. Over 40 top colleges around the country now have E-Sports teams. As Mario Lopez is the host of CBS Television’s primetime game show “Candy Crush,” we are working with REKT Gaming, a leader in National E-Sports, to coordinate a Candy Crush gaming tournament at Cinco de Mario. This event will pit gaming competitors in an NCAA style bracket elimination to get the gold. We are also partnering with Activision, Microsoft, and other top electronics and software companies on this activation. This tournament will become part of a national plan, meaning it will be promoted by our E-Sports partners beyond the state limits of Arizona.

“Saved“Saved ByBy TheThe Bell”Bell” Look-A-LikeLook-A-Like ContestContest

Again leveraging Mario Lopez, we will host a contest where contestants will try to impress “A.C. Slater” (a.k.a Mario Lopez) with their similar looks to the beloved characters from his ‘90s hit TV show, “Saved By The Bell.” We are also bringing out a few of his castmates from the show to be judges. Winners of the contest will receive tickets to be in the guest audience of either “Extra TV,” “Ellen,” “Steve Harvey,” or any of Mario Lopez’ TV friends’ shows. Item 6a i. detailed description of event

LiveLive MusicMusic && EntertainmentEntertainment We are currently locking in a national music ¡¡music! act to headline the event. Supporting that will music! also be an array of popular Mexican bands including Salsa, Merengue and pop. We also We will have will have many of Mario Lopez’ celebrity ddj’sj’s && friends, ranging from comics like Frankie s!! Quinones and George Lopez, to actors LLiivvee bandbands such as Eva Longoria and Danny Trejo— dropping by to raise the level of excitement of course... and event profile. what kind of BarBar ActivationsActivations cincocinco eventevent would it be... What Cinco de Mayo event would be complete without margaritas? We will be partnering with one of our national tequila brands that without our own we have worked with for over a decade to oo••aachichiss!!?? ensure the highest quality drinks as well marimari as the most recognizable brands to attract people and cross-promote for the event. We will also be partnering with local downtown ¡música! Scottsdale bars to activate and brand our bars, as well as co-promote.

HoppingHopping AroundAround

This will be our craft beer activation. Here, guests will be able to sample from a variety of craft beer makers. We will also feature an area dedicated to our own local breweries. Item 6a i. detailed description of event

VinoVINO RojoROJO

If rosé wine is your thing, then this is your area. Relax on a blanket in the grass while sampling some fine rosés. We will also offer guests some fruit and cheese paired perfectly with their wines. food~food~ MultipleMultiple FoodFood VendorsVendors Feast upon the most

We aim to feed our guests and will be aauthenticuthentic featuring the best authentic Mexican food mmexicanexican vendors the Valley has to offer. From food trucks to buffets, from elote to paletas carts, street food attendees will be encouraged to come hungry yyouou cancan eat!eat! and choose from our many culinary offerings. finishfinish itit all...all... ifif youyou can’tcan’t our take SOMESOME HOMEHOME fromfrom our VIPVIP AreasAreas take poppop••upup We will feature multiple VIP Areas / MexicanMexican e! Experiences. We will erect a two-story sky MMarketplacarketplac e! vipvipdeck where guests areaarea on the ground level will get to experience a private area, private bar, exclusive food vendort the from a local Scottsdale if yourestaurant wan or celebrity chef, and upgraded comida bathrooms.hhollywoodollywood The Sky Deck VIP area will be a smaller more luxurious experience with... lounge furniture,treatmen open bar and foodt buffet, unlimited spectacular views of the event as thenwell as thisthe ability area to personally interact with Marioi Lopezs andforor friends. Hereyou!you! they can mix and imingles withf Lopez and get all their selfies mforix locking & mingle in Instagram here fame. wwiitthh¡MARRIIOO!! ¡MA ! ) ( AND GRAB A SELFIE

zona vip Item 6a i. detailed description of event AFTER CincoCincoAFTER DeDe MarioMario OfficialOfficialPARTYPARTY AfterAfter PartyParty WeJust are partnering cause with the some of the local Downtown Scottsdaleevent Bars is and over... Nightclubs to be thedd hostoesn’toesn’t location for meanmean our official after party. Mario Lopez and friends ended! will also makethe a special party appearance has there. come... LiveLived PaintingPaintingrinkrink && ddanceance d away! We will be featuringthe nightthe hottest street artists that our town has to offer, who will be creating art live for our guests to see.

fiesta después

II. Provide a detailed, itemized list of sponsorship benefits the City of Scottsdale will receive as part of the sponsorship package. Please include advertising channels, advertising cost, impression values, and distribution methods:

The City of Scottsdale will be included in ALL advertising listed in Section III. Whether it’s a 30-second radio spot, small online banner ad, or massive outdoor billboard, we guarantee a “City of Scottsdale” menton in every single paid promotion. Item 6a iI. sponsorship benefits

socialsocial mediamedia (Event accounts & Mario Lopez) Mario Lopez Social Media Analytics: INSTAGRAM FACEBOOK TWITTER • 1 million+ followers • 907K followers • 1.51 million Followers • 6.5 million impressions • Reach of approximately • 3.39 million total • 29% men/71% women 200K-300K per week impressions since January 1 • Ages 25-34 • Approximately 160K • Top tweet earned video views per week 110,000 Impression YOUTUBE • 45,000 subscribers A. Promotional Media 1. The City of Scottsdale will be a key sponsor included in all of the event media as THE destination as well as all of the elements of Scottsdale’s brand. Mario Lopez has agreed to create promotional videos for the City of Scottsdale, as well as organizing “EXTRA” to film their entire show live from the Cinco De Mario event. 2. We are also partnering with local Public Relations agency, FleurCom Group, to secure key media placements by top outlets nationally, throughout Arizona and beyond. Working in conjunction with R-Entertainment and RND Events, FleurCom will manage the market outreach for Cinco de Mario. As the Public Relations agency of record for the azcentral Food & Wine Experience, FleurCom Group generated 95 million consumer impressions through a combination of promotions and news coverage. The public relations plan for Cinco de Mario comprises the following elements: • Media Relations with press releases distributed to over 100 media outlets (see Appendix B for a sketch of press release) • Strategic media outlets nationwide are targeted with information for this first-ever Scottsdale signature event that has a national scope by virtue of its content, its tourism attraction and marketing. • Media Relations with press releases distributed to over 100 media outlets (see Appendix B for a sketch of press release) • Strategic media outlets nationwide are targeted with information for this first-ever Scottsdale signature event that has a national scope by virtue of its content, its tourism attraction and marketing. • Blogger Event & Tour • Social Media & E-Marketing Campaigns Item 6a iI. sponsorship benefits

• FCG will host a group of lifestyle bloggers in a custom schedule of ‘insider glimpses’ and programming of Cinco de Mario strategically designed to generate high volume social media activity for the festival. • All social media platforms are deployed with multilayered content about participants, experiences on site, celebrities, entertainment, and more. Similar messages are distributed via email ‘blasts’ to targeted databases of fans, ticketholders, and others. • Mario Ambassadors: we will choose a select group of influencers, Scottsdale Business Leaders, and local leaders to liaise directly with Lopez in private lead-up events and promotions. This will be managed by FleurCom to ensure that the full promotional value is achieved. IN ADDITION... • All news releases will contain the dateline ‘Scottsdale’ • Location Fact Sheets will speak to the amenities of the event as well as its location, Scottsdale Civic Center Plaza • Full promotional campaign with Mario’s inventory. Aside from social media, extra, and Mario’s radio show, there are opportunities for daytime talk shows, morning hosting duties, and other “crop up” appearances that Mario can and will market the event on. B. Hospitality 1. On Site Event Signage - The City of Scottsdale and Scottsdale Convention and Visitors Bureau will be featured on elements of the on-site event as one of the sponsors with prominent logos displayed. 2. City of Scottsdale/Scottsdale CVB will be listed on event map 3. Local Scottsdale Hotel Partner(s) will be listed on the event website for all in-Scottsdale stays as well as visiting celebrity guests (Mario Lopez and other celebrities will be making arrangements at Scottsdale hotels) 4. Scottsdale CVB Concierge/Promotional Booth - We will extend the opportunity to The Scottsdale CVB to have a booth onsite to directly interact with patrons C. Links 1. Display exposure on Cinco de Mario website will include click-through buttons to CVB website, and can add social media upon request 2. Scottsdale CVB will receive various social media assets for promotional contesting and internal use. A social media toolkit will be created with turn-key content that will allow managers to plug and play highlighting Scottsdale. 3. There will also be a “Stay & Play” page highlighting local accommodations in Scottsdale with proposed itineraries suggesting visitation to local partners and businesses Item 6a

iii. Submit your current marketing plan as it is without City Funding. Please include location, timing, impressions, cost, etc. *Attach if more space is needed: $265,000 TOTAL

This campaign iHeart Radio—$6,000 targets averages of: • 2 Week Run Schedule across various stations: • Approximately 43% ages 40-64 • 104.7 KISSFM • Approximately 40% with household • 95.5 The Mountain incomes over $75,000 • 93.7 El Patron • Total impressions: over 10 million! Entertainer Magazine—$1,000: Social Media—$5,000 • Full page ads and online digital ads • Facebook, Twitter, Instagram, AZTV—$250 Google AdWords • Morning News Segment • +/- 3.5 million impressions! • Targeted ads to all Scottsdale feeder markets Outdoor—$12,500 including Chicago, Canada, Los Angeles, and more. • Clear Channel (west valley) • 1 of Marios advertisement instagrams • 4 Static Billboards is valued at $20,000 (mario has committed to • Over 2 million impressions! 4 at a minimum) Outfront (west valley) Mario Lopez will be advertising • 10 Poster Billboards the festival through his own • Over 2 million impressions! inventory of channels: Street Media (east valley) • “EXTRA” (Mario is the host of this daily • 10 Bus Shelters- $2,500 NBC Entertainment news show) • iHeart nationally syndicated radio show Old Town Shuttles “On Air with Mario” • Full fleet of golf carts around Old Town Scottsdale- $3,000 • Promoting on his “friends” TV Shows: “Ellen,” “Live with Kelly & Ryan,” “NBC Other: Today Show,” “The View,” “Steve Harvey,” etc. • Snapchat Filters at geotargeted events- $450 (One mention on Ellen is worth $150,000 per • Flyer Distribution - $2,500 show producers.) • Java Magazine - $300 • Cross-promoting with all his celebrity friends • COX Media - $4,000 on their social media platforms • Schedule TBD Item 6a

iV. If approved for funding, please explain how event funding will enhance your event’s marketing and PR efforts:

A clever marketing idea is nothing without the funding required to amplify and embed the message into the lives of an audience. This funding will increase our impact exponentially. We plan on using the funding towards the following hard costs associated with advertising.

This funding will essentially double all advertising costs as well as provide ample financial support for promotional activations such as: • Influencer Marketing • Lead-Up Events • Celebrity Appearances

The additional marketing dollars will enhance the traditional hard cost media that is used to promote festivals. While the festival’s overall marketing plan comes with many “Mario-exclusive” and “priceless” items, it is our responsibility to make sure that traditional marketing steps are followed to ensure success.

We know from past experience there is no way around hard cost marketing. The funding will allow the current marketing budget to expand rapidly and will also allow us to explore options that were previously deemed too expensive to be explored for the first-year event. Cinco de Mario’s goal is to be on the cutting edge of new marketing tactics, and we believe the funding will help us achieve this goal and build the foundation for a world-class annual event that will attract tourists to the state and take a permanent place in the calendar of annual must-attend marquis events. Item 6a

V. Describe how you will provide qualitative and quantitative information regarding event attendance levels:

Ticketing Social Engagement Our chosen ticketing platform will provide One of the main traffic drivers of this quantitative data relating to all national event will be social media. We plan and international visitors. We can compare on analyzing the statistical data from our ticketing buyer information directly followers and event attendees. We with social media analytics to make a will take a two-prong attack utilizing knowledgeable inference on our attendees. the event’s social media pages as Regarding direct person attendance, since the well as Mario Lopez’s many outlets event requires a purchased ticket, we will be outlined above. able to capture attendance numbers in real time. On site we will use traditional methods of tracking attendance through ticket scanners, and gate attendance numbers.

Direct Consumer Engagement We will have a team on site interacting with event patrons asking questions Post Event Survey on future Scottsdale patronage and We will be sending out a post event survey to reasons for attending the event. all ticket buyers. The survey will go into the key categories of demographic information, event feedback, and travel information. Item 6a

VI. Provide estimated economic impact results of the event and the projected impact on Scottsdale:

Cinco de Mario will do more than enhance the image of Scottsdale as a fun place to live, work, and play. It will have a direct positive economic impact. We know based off of the Arizona Office of Tourism that 86% of visitors to the Phoenix/ Central region come for leisure. Playing off that statistic, we want to enhance a travel experience during a down time. During the event, the festival will draw tourists at a time when the City is typically headed into its high-temperature-induced “down season.” Post- event reports, press releases, and coverage will entice those that couldn’t attend to plan their trips during the upcoming “high season,” once the temperatures back off to more manageable levels. We conservatively anticipate ticket buyers from over 15 states and from every corner of Arizona. When compared to the 2016 Year End Data Review on Phoenix/ Central Region created by The Arizona Office of Tourism, the lodging indicators statistically show downturn in May. The natural fit of the festival taking place on Cinco de Mayo has the potential to project a considerable bump for room nights and weekend stays.

For participating vendors, Cinco de Mario will provide an important opportunity to sell their products and advertise their businesses. This positive economic impact will lead to vendors who have had a positive experience in Scottsdale, thus encouraging them to return and/or let others know about their experience. The event will also drive patrons into all of the local business around the event and in Scottsdale. With a prime location in the heart of old town, patrons can walk, golf cart, and tour around local restaurants, shops, and bars extending the impact of the event to the surrounding non participant businesses. Cinco de Mario hours are 11am to 6pm. These hours provide an opportunity for attendees to also become patrons at surrounding businesses, from bars and restaurants to shops and boutiques. With a projected attendance of around 7,500, this positive economic impact will be measurable year-to-date. According to the 2017 City of Scottsdale Visitor Report Shopping, Dining, and Night Life are in the top 10 activities for visitors, and Cinco De Mario plays directly into those top categories.

With Mario Lopez’ ability to talk about Scottsdale on national broadcast media, highlighting Scottsdale as a place to be with celebrity certification, will certainly also have a positive economic impact. Item 6a vI. estimated economic impact

World-class talent and other celebrities will descend on Scottsdale through Lopez’ leveraged connections.

National broadcast media filming on site producing world-class content that can be used to showcase Scottsdale for years to come. A great example of this is “EXTRA” will be sending a full crew to film the event, the surrounding area, and attendees. This kind of content would be expensive to produce, but with Lopez’ leveraged partnership, this comes at a fraction of the cost. We will also allow the CVB to reuse and repurpose this footage for years to come.

The event will also celebrate a growing population sector in Scottsdale. According to the City of Scottsdale Demographic Report, 1 in 10 Scottsdale residents comes from a Hispanic and Latino background. Those from Hispanic or Latino descent make up the second largest population group in Scottsdale. Cinco De Mario is set to be a marquee event for the City of Scottsdale that fully embraces this growing population group, while also being an inclusive space for patrons of all backgrounds.

We will highlight Scottsdale as a sophisticated City that has fun in the sun. This messaging will further solidify a high level of local interest in the businesses that operate within the City. Event attendees (as well as those simply viewing our marketing), will receive messaging that promotes coming to Scottsdale, spending money in Scottsdale, discovering all that Scottsdale has to offer. On a microcosmic level, Cinco de Mario will generate “organizational spending,” with promotional companies, out-of-town vendors, and Mario’s groups booking hotel stays, visiting restaurants, and purchasing products from local retail businesses. Item 6a vI. estimated economic impact

A. A page on the official website will be dedicated to “stay and play” packages that include event discount packages STAY & PLAY! to Scottsdale hotel properties, often including cocktail, STAY & PLAY! STAY & PLAY! dining, shopping, and other perks from local businesses. The event will promote the City of Scottsdale and these stakeholders through targeted digital campaigns, social media channels, and on appropriate paid advertising.

B. Everyone loves a good party in Scottsdale. Familiarity with the event location (it is home to signature events like the Scottsdale Culinary Festival) and enthusiasm for the food and drink category (as evidenced by the Arizona Taco Festival) shows us that this festival is tee’d up for success. We will target a demographic range that spans experiential-seeking millennials to higher end customers, leading to an overall event vibe that inclusive, not exclusive. As such, the patrons drawn to the area will be willing to spend.

As Cinco de Mario is a new type of festival that has the ability to attract participants and attendees from a variety of sectors, including entertainment, culinary, fashion, and the arts, it’s sure to leave a mark on the City of Scottsdale. This event is a celebration of Cinco de Mayo, but it’s also so much more. It’s a celebration of Scottsdale and one of the most livable cities in the Southwest. Item 6a

APPENDIX A MARIO LOPEZ BIOGRAPHY

A man of many trades, Mario Lopez has the overwhelming desire to always keep active. Mario is the two-time Emmy winning host of EXTRA, a nationally syndicated daily entertainment show. Concurrently, Lopez is the host of the nationwide iHeartMedia radio shows On with Mario Lopez and iHeartRadio Countdown with Mario Lopez. Lopez has also launched a YouTube channel called The Lopez Family. Created alongside Awestruck, the channel features his wife Courtney, their two children, and two dogs. He can next be seen as the host of the new CBS live-action game show Candy Crush, based on the popular mobile game, premiering July 9, 2017. Not only does Lopez have a proclivity for the entertainment industry, he is also an avid sports fan. He has taken his love for sports, specifically boxing, to the next level as a host of the iHeartRadio podcast, The 3 Knockdown Rule, which is also featured on the FOX Sports Radio website. In September 2014, Lopez released his first autobiography, Just Between Us. In his memoir Lopez shares his successes and disappointments, never before-told stories and family values. Lopez became a New York Times bestselling author for his healthy eating guide Extra Lean. In May 2011, he released the follow up to Extra Lean entitled Extra Lean Family. This new book featured recipes and tips that are beneficial to the entire family. Additionally, Lopez penned Mario Lopez’s Knockout Fitness a best selling fitness book that offers readers a look into his impressive workout regime, and Mud Tacos, a vibrant children’s’ book he co-authored with his sister Marissa. As a follow up to Mud Tacos, Lopez released Mario & Baby Gia, a children’s book he wrote for his daughter, Gia. The book is currently being developed into an animated series. No stranger to rigorous routines, Lopez danced his way to the finals in the third season of ABC’s hit show Dancing with the Stars. Shortly after, in summer 2009, Lopez successfully completed his first run on Broadway. He starred in the long running hit musical A Chorus Line as the audience loved character ‘Zach.’ Item 6a MARIO LOPEZ BIOGRAPHY CONTINUED

Mario was named the Alumni Ambassador of Fitness by the Boys & Girls Clubs of America (BGCA), while joining the ranks of some 25 other prominent alumni, including Denzel Washington and President Clinton, in the organization’s BE GREAT campaign. Mario helps bring to light the major issues affecting today’s young people, including the importance of graduating from high school and maintaining a healthy lifestyle and the key role community-based organizations like Boys & Girls Clubs play in the positive development of children. Even with all his other ventures, Mario is still in love with acting. Lopez reincarnated his guest-starring role as Dr. Mike Hamoui on the final season of F/X network’s popular show Nip/Tuck. Lopez’s run on the series garnished an instant and well-deserved cult following. He previously starred in the highest rated program in ABC Family history, Holiday in Handcuffs. He also starred opposite Mark Consuelos in the made for TV movie Husband for Hire, which was the most watched program ever on the Oxygen Network. Mario currently resides in Los Angeles with his wife Courtney and their daughter, Gia and son, Dominic. Item 6a

APPENDIX B PRESS RELEASE SKETCH

FOR IMMEDIATE RELEASE Cinco de Mario: May 5, 2018

Mario Lopez Launches New Festival in Scottsdale: Cinco De Mario at Scottsdale Civic Center Plaza Brings the Ultimate Cinco Party to Arizona

Scottsdale, Ariz. (February, 2018) – TV star, Mario Lopez, has targeted Scottsdale for the launch of Cinco de Mario, a new festival concept that reimagines a typical Cinco de Mayo celebration and amps it up with unexpected surprises. “I love great food, playing hard, working hard, and taking care of my health and family,” proclaims Lopez, “so I wanted to throw an event to celebrate that lifestyle.”

Since Cinco de Mayo lands on a Saturday this year, Lopez sought fit to organize a daytime fiesta, one that allows for collaborative programming with neighboring restaurants and bars, making Cinco in Scottsdale the collective place to be. The event will take place from 11am to 6pm, allowing for neighboring businesses to program festival after-parties that take Cinco well into the night. It also takes place during the Kentucky Derby, so adding to the fun will be a special Derby-viewing tent, bringing Margaritas and Mint Juleps together for the first time ever.

Lopez is known by millions for his role as A.C. Slater on the pop culture hit, “Saved by the Bell.” Currently, he is the host of celebrity news show, “Extra” and iHeart radio’s “On With Mario.” He is also the host of “Candy Crush” on CBS, a televised game show based on the popular online game. Given Lopez’ star power, he has some special celeb guest appearances in-store (lineup to be announced).

The festival will feature top-tier attractions, such as:

Screening of the new Disney film, Coco This Academy Award-nominated, Day of the Dead-themed smash hit will be screened for event attendees at no extra cost. Item 6a PRESS RELEASE SKETCH CONTINUED

Candy Crush Tournament In conjunction with REKT Gaming, a leader in National E-Sports, a Candy Crush gaming tournament will pit competitors in an NCAA-style bracketed elimination to get the gold. “Saved By The Bell” Look-a-Like Contest Attendees are encouraged to impress “A.C. Slater” himself with costumes resembling beloved characters from the ‘90s hit TV show, of which Lopez was a star. Winners of the contest will receive tickets to screenings of “Extra TV,” “Ellen,” “Steve Harvey,” or other popular shows Derby Mansion Tent The Kentucky Derby also falls on May 5th and Cinco de Mario will include a celebration of this famous race with a special Derby-themed tent, complete with Mint Juleps, screening of the historic races, and a Churchill Downs vibe. Celebs! From brief performances by comedians such as Franky Quinones and George Lopez to fresh donuts made by Danny Trejo (of Trejo’s Coffee & Donuts) and a visit from Eva Longoria, Lopez’ star power will bring the festival many famous familiar faces Kids Zone The Kids Zone will feature a craft area, where kids can learn the fine art of making papel picado, jump on rides, and play games Authentic Mercado Attendees can shop for Mexican gourmet goods in a farmer’s market-like setting that will include a handmade tortilla station, ceviche bar, and salsa section, as well as arts, crafts, and live painting Date & Time: Saturday, May 5th, 2018, 11am-6pm Location: Scottsdale Civic Center Plaza, 3939 N. Drinkwater Blvd., Scottsdale, AZ 85251 Tickets: GA- $10 online $15 at gate VIP- $100 VIP + Mario Meet-n-Greet- $250 Derby Mansion Tent- $20 Kids 12 and under- free Website: www.CincodeMario.com Item 6a

thankthank youyou forfor youryour considerationconsideration

Item 6b BRUCE SKINNER A N D A S S O C I A T E S Special Event Marketing & Consulting

2018 Cinco de Mario Review of Event & Tourism Impact

Situational Analysis Television star Mario Lopez is planning to “reimagine” the typical Cinco de Mayo celebration with a star-powered “Cinco de Mario,” scheduled for Saturday, May 5, at Scottsdale Civic Plaza. The event will have multiple components, including an authentic Mexico Food Farmers Market, a Kids Zone, a Candy Crush E-Sports Tournament, an “A.C. Slater” look-a-like contest, live music and other entertainment, bar activations and live painting. Since the event is on the same day as the Kentucky Derby, organizers also plan an activation called “The Mansion,” where guests can drink mint juleps in a mini Churchill Downs setting.

Lopez is not only the host of the event, but he also will aggressively promote it across his vast network of national media channels, including his personal social media, national syndicated television shows, “Extra” and “CBS Candy Crush, and on shows that he frequently visits, such as “Ellen,” “Live with Kelly and Ryan,” “The NBC Today Show,” “The View,” “Steve Harvey,” and others.

Lopez is known by many for his role as A.C. Slater in the pop culture hit, “Saved by the Bell.” Because of his connections, he also expects guest appearances by other celebrities.

Planners are hopeful that Scottsdale will be one of the event’s primary sponsors, requesting $70,000 from the New Event Development Funding Program. If the City chooses to become a partner, organizers will promote it as Cinco de Mario’s destination and provide other benefits.

Pertinent Questions 1. Will the event remove itself from the clutter of the many Cinco de Mayo celebrations that are held? 2. What’s the projected economic impact and how many room nights will be generated? 3. How will marketing dollars be spent to promote the event? 4. How will Scottsdale be promoted and branded in marketing and publicity?

General Assumptions • The City of Scottsdale will be listed as the destination of the event, therefore receiving recognition in all marketing and outreach messaging locally and nationally. • Organizers say that additional support for the event from the City will allow them to “double” their advertising expenditure, thus increasing exposure for Scottsdale. • The event will support the “art and culture” and “culinary” categories.

Economic and Media Impact Because of Lopez’s celebrity, the event should generate significant advertising and publicity on his name alone both locally and nationally. His career spans multiple age groups and demographics, starting with his portrayal of A.C. Slater in Saved by the Bell.

Event planners say that the City will be mentioned in all advertising and public relations efforts. The PR plan has the potential to be substantial: • Lopez has agreed to create promotional videos for Scottsdale • FleurCom Group will manage market outreach. As the agency for the azcentral Food & Wine Experience, they generated 95 million consumer impressions through promotions and news coverage. • Strategic national media outlets will be targeted. • Social media and e-marketing campaigns will target Lopez’s many endeavors.

Without city funding, their marketing plan is still impressive: • They expect 10 million impressions, with approximately 43 percent of people attending between the ages of 40-64. Forty percent have household incomes of over $75,000. • A social media plan projected to have 3.5 million impressions, which will include four Mario Instagrams ($80,000 value) • Mario will promote the festival through his “own” channels, including “EXTRA,” (he’s the host), his iHeart nationally syndicated radio show, and during the television shows of his “friends,” including “Ellen,” “Live with Kelly & Ryan,” “The View,” “Steve Harvey” and others. • “EXTRA” will be sending a crew to film the event, and footage will be available for use after the completion of the event. • Advertising on Arizona stations KISS FM, 95.5 The Mountain, and 93.7 El Patron. • Full page ads in Entertainer Magazine • An outdoor campaign of 2 million impressions • Bus shelter advertising • Old Town shuttle advertising

In addition, a page on the Cinco de Mario website will be dedicated to “stay and play” packages that will promote travelling to the event. Because of the celebrity participation, it has the potential to generate heads and beds and economic impact. It could drive people to Scottsdale when the City is heading into his “shoulder/low season.”

Summary With the addition of celebrities and the diversity of events, Cinco de Mario immediately separates itself from the clutter of the many other Cinco de Mayo events, which have lost their impact due to their proliferation. Mario has been involved with many layers of television and movies, which generates an instant audience for this event. The planned Kids Zone and other youth oriented activities will promote family attendance.

One of the main traffic drivers will be an extensive social media campaign, made effective due to Lopez’s many connections outlined in the proposal. The event will be able to provide qualitative and quantitative information due to an online ticketing platform that can capture data. They also plan to conduct a post event survey and have a team on site that will interact with event patrons.

It’s also important to note that since Cinco de Mayo falls on a Saturday, organizers plan to collaborate with Scottsdale restaurants and bars, making Cinco in Scottsdale the place to be.

The City should confirm that planners will “double all advertising costs” as outlined in their proposal, and that the marketing budget will “expand rapidly” and allow organizers “to explore options that are cost prohibitive before Scottsdale funding.”

That being said, this event has incredible potential due to Mario’s pull nationally, not only with the Hispanic market but also with other demographics. As organizers say, this event will have a “cultural mixed bag.”

Respectfully submitted, Bruce Skinner and Associates

EVENTEVENT INFOINFO OVERVIEW is the first celebrity produced festival to take place in Scottsdale.

TIME / DATE / LOCATION TV star, Mario Lopez, is throwing a fiesta on MAY 5th, 2018 Cinco de Mayo (MAY 5TH) at Scottsdale Civic Center Plaza. 11am-6pm In partnership with R-Entertainment (producers of the azcentral Scottsdale Civic Center Plaza Food & Wine Experience) and RND Events (producers of the ATTENDANCE: 7,500 Arizona Taco Festival, and National Taco Festivals), this event will be a powerhouse of expert production, inventive marketing, TICKET PRICES and celebrity cache. GENERAL ADMISSION: $30 at Gate This event will be inclusive in nature, each activation built to appeal CRAFT BEER TENT: $30 at Gate to different demographics and psychographics, so that this event ROSÉ WINE TENT: $30 at Gate will have something for everyone, drawing attendees nationally, KENTUCKY DERBY VIP: $100 regionally, and locally to experience the magic of Scottsdale. MEET MARIO SKY DECK: $250 whywhy dodo it?it? is a refocus of energy to Old Town Arizona is a for Cinco de Mayo Cultural Mixed bag destination compelling everyone from all demographics for Mexican Nationally focused marketing via Marketing Cultural Plan and Mario’s Events enormous media footprint :: hehe hostshosts nationaly syndicated meetmeet mario!mario! &

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Mario Lopez Social Media Analytics: (event accounts & mario lopez) FACEBOOK TWITTER INSTAGRAM YOUTUBE • 907K followers • 1.51 million Followers • 1 million+ followers • 45,000 • Reach of approximately • 3.39 million total • 6.5 million impressions subscribers 200K-300K per week impressions since January 1 • 29% men/71% women • Approximately 160K • Top tweet earned • Ages 25-34 video views per week 110,000 Impression Mario Lopez is not only the host of the event, but a partner! He will aggressively promote it across his vast network of national media channels, but also promote on his friends’ shows which he regularly frequents such as:

Steve Harvey

Mario also hosts his own nationally syndicated iHeart radio show “On Air with Mario.” We will also be crosspromoting with his celebrity friends on their social media platforms. SUPER MERCADO CANDY CRUSH TOURNEY AFTERAFTERBAR ACTIVATIONS MEET MARIO SKY DECK PARTYPARTY Just cause the event is over... ddoesn’toesn’t meanmean the party has ended! KIDS ZONE S.B.T.B. LOOK-ALIKE CONTEST CRAFT BEER TENT / AREA AFTER PARTY come... ¡¡ddrinkrink && ddanceance music!musicthe night away!! We will have ddj’sj’s && LLiivvee bandbandss!! fiesta después of course... KENTUCKY DERBY VIP PARTY LIVE MUSIC & ENTERTAINMENT whatRosé Winekind Tent/Areaof LIVE PAINTING cincocinco eventevent would it be... without our own marimarioo••aachichiss!!?? ¡música! ADVERTISINGADVERTISING PLANPLAN $265,000 TOTAL

This campaign Mario Lopez will be advertising iHeart Radio—$6,000 targets averages of: the festival through his own • 2 Week Run Schedule across • Approximately 43% ages 40-64 inventory of channels: various stations: • 104.7 KISSFM • Approximately 40% with household • “EXTRA” (Mario is the host of this daily • 95.5 The Mountain incomes over $75,000 NBC Entertainment news show) • 93.7 El Patron • Total impressions: over 10 million! • iHeart nationally syndicated radio show “On Air with Mario” Entertainer Magazine—$1,000 Social Media—$5,000 • Promoting on his “friends” TV Shows: • Full page ads and online digital ads • Facebook, Twitter, Instagram, “Ellen,” “Live with Kelly & Ryan,” “NBC AZTV—$250 Google AdWords Today Show,” “The View,” “Steve Harvey,” etc. • +/- 3.5 million impressions! (One mention on Ellen is worth $150,000 per • Morning News Segment • Targeted ads to all Scottsdale feeder markets show producers.) Outdoor—$12,500 including Chicago, Canada, Los Angeles, and more. • Cross-promoting with all his celebrity friends • Clear Channel (west valley) on their social media platforms • 1 of Marios advertisement instagrams • 4 Static Billboards is valued at $20,000 (mario has committed to • Over 2 million impressions! 4 at a minimum) Outfront (west valley) • 10 Poster Billboards Other: Old Town Shuttles • Over 2 million impressions! • Snapchat Filters at geotargeted events- $450 • Full fleet of golf carts around Old Town • Flyer Distribution - $2,500 Scottsdale- $3,000 Street Media (east valley) • Java Magazine - $300 • 10 Bus Shelters- $2,500 • COX Media - $4,000 • Schedule TBD marketingmarketing planplan

SOCIAL MEDIA STAY & PLAY PACKAGES ONSITE signage WE EMBRACE ALL THERE’S NOTHING our site is your site DIGITAL PLATFORMS BETTER THAN... city of SCOttsdale WE WILL PROVIDE YOU WITH A SEEING YOUR FRIENDS AT messaging will be Social media toolkit with EVENTS. WE WILL HAVE A prominently displayed turn-key content allowing “Stay & Play” page high- in the form of banners managers to plug & play lighting accommodations in & signage posted highlighting Scottsdale. Scottsdale with suggested throughout the event. local itineraries TO SHOP, DINE AND PLAY.

LEAD UP EVENTS DIGITAL THE PARTIES BEFORE THE PARTY! FROM EMAIL BLASTS... WE will plan a series of pre-event sponsor cocktail parties with to ONLINE ADVERTISING, TO MOBILE, THE Cinco mario in attendance, bar crawls of De Mario website will include click- local old town bars and clubs as through buttons to CVB website. well as media events. PUBLICPUBLIC RELATIONSRELATIONS PLANPLAN The City of Scottsdale will PR: • Press releases distributed to 100+ National & be a key sponsor included in Local media outlets naming Scottsdale. • Blogger Event & Tour all of the event media as THE • Social Media & E-Marketing Campaigns destination as well as all of • Turn local Influencers into “Mario Ambassadors” • Mario appearances on other TV talk shows, the elements of Scottsdale’s promoting Scottsdale. brand. Mario Lopez has agreed to create promotional videos for the City of Scottsdale, as well as having “EXTRA” FILM their entire show LIVE from the event. economiceconomic impactimpact

We want to enhance a travel experience Mario Lopez’ ability to talk about during a down time. The event, will Scottsdale on national broadcast level, CINCO DE MARIO WILL BE draw tourists at a time when the highlighting Scottsdale as a place to be AN ANNUAL AFFAIR THAT City is typically headed into its high- with celebrity certification. temperature-induced “down season.” WILL STEADILY GROW INTO World-class talent and other celebrities AN ECONOMIC POWERHOUSE We conservatively anticipate ticket will descend on Scottsdale through Lopez’ buyers from over 15 states and from every leveraged connections. PUTTING HAPPY BUTTS IN corner of Arizona. The natural fit of the HOTEL BEDS festival taking place on Cinco De Mayo The event will also celebrate the has the potential to project a considerable growing population Hispanic and Latino bump for room nights and weekend stays. sector the second largest population group in Scottsdale. The event will drive patrons into all local business around the event and National TV Show, “EXTRA”, will be in Scottsdale. sending a full crew to film the event, the surrounding area, and attendees. Prime event location in the heart of Typically you cannot ‘buy’ this priceless old town, where patrons can walk, golf opportunity, but we can with Lopez’ cart, and tour around local restaurants, leveraged partnership. shops, and bars extending the impact of the event to the surrounding non We will also allow the CVB to reuse and participant businesses. re-purpose this footage for years to come.