Kentucky center for Louisville, Kentucky - Bourbon Classic files/2016bcsponfinal.pdfA global media...

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© Copyright the Bourbon Classic 2016bourbonclassic.com

A spirit. A heritage. An original event like no other.

®

sponsorship program

Kentucky center for the performing arts

Louisville, Kentucky

february 26 – 27, 2016

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© Copyright the Bourbon Classic 2016

A Spirit. A Heritage.

An original Event Like No Other.

Listen closely. Can you hear it? It’s the faint clinks and clanks of ice cubes dancing throughout the night. Then

there’s that aroma of rich aged deliciousness wafting through the air. This can only mean one thing; the Bourbon

Classic is back in town.

The event is back for a fourth year and it will be bigger and better than ever. Delivering culinary education and

entertainment focused exclusively on you, the Bourbon enthusiast. Explore the best of the best as you wind your

way through hundreds of fellow Bourbon lovers in downtown Louisville. This uniquely interactive opportunity

allows attendees to experience the wonderful world of Bourbon and all that it has to offer. From production to

promotion, to just plain enjoyment, it’s Bourbon; the way it should be experienced.

Eat, Drink and Learn Bourbon: Bourbon Classic 2016 main events will take place Friday, February 26 and

Saturday, February 27 at the beautiful Kentucky Center for the Performing Arts. This event is really the Bourbon

experience of a lifetime, and your taste buds will agree. From unique events like the Bourbon Classic Cocktail

Challenge, featuring notable chefs and bartenders, Bourbon Classic University and the Bourbon Classic Taste. It’s

all about food, fun and Bourbon! New for 2016, we will be adding events prior to the Friday and Saturday marquee

events. More details to follow soon!

Bourbon Lovers, Unite: With over 1,000 attendees and more than 30 media representatives from around the

country, last year’s Bourbon Classic was the place to be for Bourbon enthusiasts. Bourbon Classic 2016 will be

no acceptation. The planning of this year’s event has pushed things even further to appeal to as many Bourbon

lovers as possible. From the connoisseurs to the enthusiasts, who appreciate the rich history and prestige that

Bourbon represents, there’s something for everyone. Our attendees are made up of a unique group of individuals

who are diverse in demographics, opinions and interests. These qualities are what make Bourbon Classic an event

experience like none other.

THE BOURBON CLASSIC-GEOGRAPHIC BREAKDOWN:79% of attendees were from Metro Louisville

21% of attendees were from outside of Metro Louisville

73% of attendees were from Kentucky

27% of attendees were from outside of Kentucky

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The Event Producers: A Powerful Partnership

Bourbon Classic 2016 is co-produced by FSA Management Group and The Bourbon Review, the perfect combination of proven event

success (with strong local roots) and specialized expertise in this niche market. The Bourbon Classic is the original event celebrating

the Bourbon lifestyle.

FSA Management Group

FSA is a customized, service driven management group that creates memorable experiences. From event planning, marketing and

public relations to full association management, our bounds are limitless.

When it comes to event planning, marketing and management, FSA has been producing exceptional work since 1979. Producing

hundreds of extremely creative and successful events focusing primarily on the culinary and foodservice industries. FSA’s skill set

allows them to be flexible as they produce events of all kinds ranging from the Bourbon Classic to conferences, trade shows,

fundraising and single day events. They are uniquely qualified to handle any size event.

The Bourbon Review

A global media group with readers in 130 countries and all 50 U.S. states. The Bourbon Review is the pre-eminent publishing group

in the space of American Whiskey. Each year, more than 240,000 magazines are distributed in print form across 1,200 newsstands,

subscribers & distribution points. The digital reach includes an email list of 180,000. Social reach is 101,000 on Facebook and 17,000

on Twitter.

The content is true to the Bourbon Lifestyle. The pages & photography cover interviews with culinary artisans, Master Distillers,

Mixologists & custom craftsmen. The founders started carving out this niche in 2007, in an effort to promote Bourbon Country as a

unique destination. Since then, they have expanded the print & media reach alongside their growing merchandise & events business.

“ This event has quickly established itself as a must-do event for the Kentucky bourbon aficionado; indeed, it is a classic after only three years. Mark your calendars now for next year’s event as the demand is surely soon to outgrow availability.”

Cary Ann Fuller, Examiner (February 27, 2015)

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“ The Friday evening cocktail and appetizer challenge saw local chefs and bartenders elevate their craft to new levels. I have no doubt it was the best place in town that night for bites and beverages. For the admission price, you could not have found a better dinner anywhere. The lively and good-humored crowd was a bonus.”

Steve Coomes, Insider Louisville (February 26, 2015)

2016 Sample Agenda (subject to change)

February 23, 24 and 25

New Events for 2016 will be announced in the future.

Bourbon Camp Media Excursions

February 26

7:00 p.m. – 10:00 p.m. Bourbon Classic Cocktail Challenge

7:00 p.m. – 10:00 p.m. VIP Lounge

February 27

2:45 p.m. – 3:45 p.m. Bourbon Classic University Educational Sessions

4:00 p.m. – 5:30 p.m. Welcome Session with Master Distillers and Brand Legends

5:45 p.m. – 6:45 p.m. Bourbon Classic University Educational Sessions

7:00 p.m. – 9:30 p.m. Bourbon Classic Taste

Bourbon Tastings, Exhibits, Marketplace, Culinary Products and Book Signings

7:00 p.m. – 9:30 p.m. VIP Lounge

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Key Event Features

Bourbon Camp for Distinguished Media – Designed to provide added value to our sponsors from the

Bourbon industry, this feature provides a forum for media to enjoy an extended exposure to Bourbon professionals and

distillers and showcase our host city. All media will arrive in Louisville on Wednesday, February 24 and have an exclusive

tour of Bourbon distilleries.

Culinary Components – The event will feature a culinary focus unique to the Bourbon Classic, differentiating

it from other spirits events. It will highlight Bourbon as an ingredient for both cocktails and culinary dishes and will

explore pairings to enhance the culinary experience. In this regard, the Bourbon Classic will serve as a focal point for the

diversity of restaurants and Bourbon bars in Louisville and showcase the community’s rich culinary scene. The Cocktail

Challenge opens the door for professional bartenders to create “culinary cocktails” featuring Bourbon with sweet and

savory ingredients in new and exciting ways. The Bourbon Classic Taste will feature a marketplace of Bourbon-themed

culinary products and an opportunity to taste the best in Bourbon. Culinary-related classes will include Bourbon and

food pairings, “how to” sessions on conducting Bourbon tastings and a showcase of cooking with Bourbon.

Main Event VENUE

Our venue is home to many of the city’s major arts organizations. The Kentucky Center for the Performing Arts brings the

finest in music, dance, theater and special events to Kentucky, making it a worthy venue for this latest cultural experience.

Four times voted Kentucky’s best venue for music, theater and dance by the readers of Kentucky Monthly magazine, the

venue offers more than just stages and theaters.

“ The event…featured two days of exclusive tastings, cooking and cocktail competitions, and educational seminars. But the undoubted highlight of the weekend was a panel discussion titled “The Bourbon Masters.””

Chris Chamberlain, Food Republic (February 23, 2015)

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Select Marketing Tactics

Our event strategy includes a marketing plan designed to establish brand recognition, secure maximum

attendance and showcase our sponsors as broadly as possible. Select features of this plan include:

Print Media— Print advertising in The Bourbon Review and other media sponsors

Social Media— A robust social media presence on Facebook, YouTube, Twitter, Pinterest and Instagram

— Target campaigns to platform specialties

— Promotions to leverage and enhance the Bourbon Classic’s and The Bourbon Review’s

established following

Public Relations— A media relations campaign designed to secure maximum placements in lifestyle publications and

regional media outlets

— Promotional campaigns in partnership with local media outlets

Digital Media— A branded, “content only” website directing traffic to key partners

— Targeted e-blasts distributed to key industry segments, including distributors, manufacturers,

publishers and executives

— Strategic placements in website blogs featuring informational content (recipes, interviews with master

distillers/classic speakers, etc.)

“ In Louisville we elevate our chefs, mixologists, and bourbon industry folks to the level of rock stars. No single event in bourbon country celebrates this phenomenon better than the Bourbon Classic. This is THE bourbon event for everybody, from the bourbon connoisseur to the non-drinking foodie. There truly is something for everyone at The Bourbon Classic.”

Maggie Kimberl, Louisville.com (February 23, 2015)

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2015 MEDIA COVERAGE

3/6/2015 – Drink Distiller – Distiller Dispatch // The Bourbon Classic

3/2/2015 – Food Republic – Ham and Bourbon Make for Quite the Kentucky Bromance

3/2/2015 – Chicagoist – Confessions of A Whiskey Noob: A Year of Learning to Drink the Good Stuff

2/27/2015 – Examiner – Louisville’s Bourbon Classic earning its name

2/26/2015 – Insider Louisville – Restaurant Roundup

2/26/2015 – Modern Thirst – Scenes from Buffalo Trace

2/25/2015 – Bourbon PR – 2015 Bourbon Classic Recap

2/25/2015 – The Charlie Tonic Hour – Bourbon Classic 2015

2/25/2015 – Bourbon & Banter – Bourbon Classic 2015 Recap

2/24/2015 – Modern Thirst – A Beautiful Amber Haze; the 2015 Bourbon Classic

2/14/2015 – Bottom of the Barrel – First Stop, Barton 1792 Distillery

2/23/2015 – Food Republic – Bourbon Godfathers Gather in Kentucky to Discuss Insane Demand, Barrel Shortages

2/23/2015 – Insider Louisville – Adventures in Bourbon & Beer Festing

2/23/2015 – Modern Thirst – 2015 Bourbon Classic

2/23/2015 – Louisville.com – 2015 Bourbon Classic A Smashing Success

2/23/2015 – Bottom of the Barrel – Bourbon Classic Taste (or Pork n’ Pappy)

2/23/2015 – Modern Thirst – Bourbon Classic Media Tour: Tastings, Tastings, and more Tastings

2/22/2015 – WAVE3 – Events Attract Big Crowds Despite the Weather

2/20/2015 – Bar Belle – Today’s Reason to Drink: Bourbon Classic

2/19/2015 – Bourbon Blog – Bourbon Classic 2015 in Louisville

2/19/2015 – WHAS11 – The Bourbon Classic at the Kentucky Center

2/18/2015 – Courier Journal – Fun things for week of Feb 18

2/18/2015 – Bar Belle – Today’s Reason to Drink: Pappy Van Winkle

2/17/2015 – Modern Thirst – 2015 Bourbon Classic: Will You Be There? Details Released!

2/16/2015 – Courier Journal – If you go: Tailspin Ale Fest, Bourbon Classic

2/13/2015 – Louisville Business First – Bourbon Classic Aims for Connoisseurs and Enthusiasts

2/10/2015 – Louisville.com – Ten Ways to Celebrate Your Love of Bourbon

2/9/2015 – Insider Louisville – Bourbon Classic returns with new Pappy reception, more seminars

2/7/2015 – Queen City Drinks – Bourbon Classic Returns to Louisville: You Need To Be There

2/5/2015 – Courier Journal – Third Bourbon Classic set for Feb. 20 – 21

2/5/2015 – Indianapolis Monthly – Day Trip: Barrels of Fun at Bourbon Classic

2/3/2015 – WAVE3 – Bourbon & Culinary Weekend Returns to Louisville in February

2/2/2015 – Nashville Scene – Bourbon Classic Gathers Whiskey Luminaries in Louisville

2/2/2015 – Courier Journal – ‘Ocean of bourbon’ at Bourbon Classic

2/2/2015 – Louisville.com – 2015 Bourbon Classic Happening Soon

1/1/2015 – Louisville.com – 2015 Bourbon Bucket List

Bourbon Classic Public Relations Services provided by FSA

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WELCOMING SPONSOR

As the Welcoming Sponsor of the Bourbon Classic 2016, you will receive the following comprehensive package:

— Participation in the Bourbon Classic Camp for enhanced media exposure

— Designation as the exclusive Welcoming Sponsor for the event

— Opportunity to host concierge welcome desk— Press announcement promoting sponsorship— Access to event attendee information for future

marketing activities — Welcome remarks from podium at an event function— First right of refusal at this level for the 2017 event— Brochure/product placement in event gift bags (size

limitations and restrictions may apply)— Four VIP tickets to the Cocktail Challenge — Three table tops (6 ft) in preferred location (may be

used separately)— Six VIP tickets to the Bourbon Classic Taste — Up to six standard tickets for Sponsor staff for each night— Visibility in all event public relations and marketing efforts— Preferred recognition on all event printed and

electronic materials— Preferred recognition through all social media channels

(event and hospitality), including Facebook, YouTube and Twitter

— Preferred recognition on event website — Preferred recognition on event signage— Premium coverage in The Bourbon Review magazine and its

social media channels

Payment of Sponsorship is due upon contract execution.

Culinary sponsor

The Bourbon Classic brings together the Bourbon world

and the culinary world at the Ultimate Bourbon Experience.

As the Culinary Sponsor of the Bourbon Classic 2016, you will receive the following comprehensive package:

— Participation in Bourbon Camp for Distinguished Media— Sponsorship of exclusive event: • Saturday Culinary Sponsor • Saturday Culinary Chef Demos— Four VIP tickets to the Cocktail Challenge— Six VIP tickets to the Bourbon Classic Taste— Up to six standard tickets for sponsor staff for each night

— Recognition as Bourbon Classic Sponsor (shared)

Benefits in addition to your custom sponsorship package include:

— Visibility in event public relations and marketing efforts— Recognition on event printed and electronic materials— Recognition on the event Facebook page— Recognition on the event website — Recognition on event signage— Premium coverage in The Bourbon Review magazine and

Facebook page

ADDITIONAL Investment

— Donated product for tasting at the events

Payment of Sponsorship is due upon contract execution.

CUSTOM SPONSOR PACKAGES

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2016 Bourbon Classic Sponsorship at a glance

Sponsorship Level Diamond Barrel Platinum Barrel Gold Barrel Silver Barrel

Price $13,000 $8,000 $5,500 $2,750

Participation in Bourbon Camp for Distinguished Media Yes Yes

Event Sponsorship Yes

Ability to Distribute Branded Glassware Yes

Station at the Cocktail Challenge One (6ft Table) One (6ft Table) One (6ft Table)

VIP Tickets to Cocktail Challenge Six Four Four

Booth at the Bourbon Classic Taste Two (6ft Table) One (6ft Table) One (6ft Table) One (6ft Table)

VIP Tickets to the Bourbon Classic Taste Eight Six Four Four

Standard Tickets for Both Nights Six Four Four Two (Saturday Only)

Shared Recognition as Bourbon Classic Sponsor Yes Yes Yes Yes

Visibility in Event Public Relations and Marketing Yes Yes Yes Yes

Recognition in Event Printed and Electronic Materials Yes Yes Yes Yes

Recognition on the Event Facebook Page Yes Yes Yes Yes

Recognition on the Event Website Yes Yes Yes Yes

Recognition on Event Signage Yes Yes Yes Yes

Premium Coverage in The Bourbon Review Magazine/Facebook Page Yes Yes Yes Yes

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Diamond barRel sponsor — $13,000*

As a Diamond Barrel Sponsor of the Bourbon Classic 2016, you will receive the following comprehensive package:

— Participation in Bourbon Camp for Distinguished Media— Sponsorship of exclusive event: (Choose 1) • Friday Cocktail Challenge VIP Area • Saturday Bourbon Classic Taste VIP Area • Friday and Saturday Safe Ride Home — Ability to distribute custom branded glassware— One sponsored station for the Cocktail Challenge — Six VIP tickets to the Cocktail Challenge— Two table-tops (6 ft) or custom branded booth (provided by sponsor) at the Bourbon Classic Taste— Eight VIP tickets to the Bourbon Classic Taste— Up to six standard tickets for Sponsor staff each night— Recognition as Bourbon Classic Sponsor (shared)


— Visibility in event public relations and marketing efforts— Recognition on event printed and electronic materials— Recognition on the event Facebook page— Recognition on the event website — Recognition on event signage— Premium coverage in The Bourbon Review magazine and Facebook page


— Donated product for tasting at the events — Any liquor ordered is the financial responsibility of the sponsor

Payment of the cash component is due upon contract execution. * Secure before October 1, 2015 and receive early event pricing of $12,000.

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platinum barrel sponsor — $8,000*

As a Platinum Barrel Sponsor of the Bourbon Classic 2016, you will receive the following comprehensive package:

— Participation in Bourbon Camp for Distinguished Media

— One sponsored station for the Cocktail Challenge

— Four VIP tickets to Cocktail Challenge

— One table-top (6 ft) or one customized booth (provided by sponsor) at the Bourbon Classic Taste

— Six VIP tickets to the Bourbon Classic Taste

— Up to four standard tickets for Sponsor staff each night



— Visibility in event public relations and marketing efforts

— Recognition on event printed and electronic materials

— Recognition on the event Facebook page

— Recognition on the event website

— Recognition on event signage

— Premium coverage in The Bourbon Review magazine and Facebook page



— Any liquor ordered is the financial responsibility of the sponsor

Payment of the cash component is due upon contract execution.

* Secure before October 1, 2015 and receive early event pricing of $7,500.

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Gold barrel Sponsor — $5,500*

As a Gold Barrel Sponsor of the Bourbon Classic 2016, you will receive the following comprehensive package:

— One sponsored station for the Cocktail Challenge

— Four VIP tickets to the Cocktail Challenge

— One table-top (6 ft) at the Bourbon Classic Taste

— Four VIP tickets to the Bourbon Classic Taste

— Up to four standard tickets for sponsor staff each night














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Silver Barrel Sponsor — $2,750*

As a Silver Barrel Sponsor of the Bourbon Classic 2016, you will receive the following comprehensive package:

— One table-top (6 ft) at the Bourbon Classic Taste

— Four VIP tickets the Bourbon Classic Taste

— Up to two standard tickets for sponsor staff at the Bourbon Classic Taste









additional Investment





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FEBRUARY 26 – 27, 2016

KENTUCKY CENTER FOR THE PERFORMING ARTS

®

A spirit. A heritage. An original event like no other.

SPONSORSHIP APPLICATIONYour Company Name (as it should appear in print)

Key Contact Name Title

Billing Address

City State Zip

Phone Cell (optional)

Fax Email

Agreement: No cancellation or refund once the sponsorship has been acknowledged. If full payment is not received by January 1, 2016, the sponsor will receive final communication and will lose all sponsorship rights. Sponsorship Opportunity Requests: Selection of sponsorship is first-come, first-served rules (submissions will be dated upon request.) Some shared sponsored events will be assigned by Bourbon Classic staff. All sponsors will be recognized at the level of contract, no combinations will be accepted for recognition at a higher level. All 2015 sponsors shall have the first right of refusal on previously sponsored events by October 1, 2015.

By the signature below, the individual signing this agreement warrants that he or she represents the above name sponsor and has been authorized to execute this agreement on behalf of the named sponsor. The individual agrees to the benefits and costs outlined in the 2016 Bourbon Classic Sponsorship Program. The sponsorship fees are due and payable within 30 days of signing the agreement.

Printed Name Signature

Date Title

Please send completed form to:

John Bunker328 E Main St. | Louisville, KY 40202Phone: 502.574.9021 | Fax: 502.589.3602 | [email protected]

Type: My check, payable to Bourbon Classic, is enclosed Please charge my VISA/MasterCard/ American Express/Discover

Account #

Expiration Date:

Signature

Sponsorship LevelsDiamond Barrel Sponsor — $13,000*Choose ONE of the following exclusive events:

Cocktail Challenge VIP Area – Friday

Bourbon Classic Taste VIP Area – Saturday

Friday and Saturday Safe Ride Home

Custom Event

Additional Cost: Donated Product at events

Platinum Barrel Sponsor — $8,000*Additional Cost: Donated Product at events

Gold Barrel Sponsor — $5,500*Additional Cost: Donated Product at events

Silver Barrel Sponsor — $2,750*Additional Cost: Donated Product at events

PaymentAdditional Cost: Food and beverage at event* Secure before October 1, 2015 for early event pricing

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