february 28 – March 4, 2017 · 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

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© Copyright Bourbon Classic 2017bourbonclassic.com

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

february 28 – March 4, 2017

Louisville, Kentucky

sponsorship program

®

http://bourbonclassic.com


https://www.facebook.com/bourbonclassic/

https://twitter.com/bourbon_classic

https://www.instagram.com/bourbon_classic/

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© Copyright Bourbon Classic 2017

A Spirit. A Heritage.

An original Event Like No Other.

Traditions, they can be a thing of comfort. They’re an annual engagement to look forward to or an opportunity to

bring people together and slow down in an age where instantaneous, run about lifestyles are the norm. Traditions

stick around for a reason; we enjoy them.

This year, Louisville, Kentucky is proud to welcome back its favorite Bourbon tradition, Bourbon Classic. Celebrating

its fifth anniversary of delivering culinary education and entertainment focused exclusively on Bourbon enthusiasts,

the Classic is back and better than ever. Grab a paddle and hold on as you weave your way through an endless array of

Bourbon and hundreds of attendees at this unique and interactive get together. We welcome you to come experience

the fi h anniversary of Bourbon Classic, an original event like no other.

Eat, Drink and Learn Bourbon: Bourbon Classic 2017 main events will take place Friday, March 3 and

Saturday, March 4 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 Bourbon Classic Cocktail Challenge,

featuring notable chefs and bartenders, Bourbon Classic University and Bourbon Classic TASTE. It’s all about food,

fun and Bourbon! Returning for another year, TOP SHELF, LOFT and SAVOR are back to continue their great

success of weeknight Bourbon pleasantries.

Bourbon Lovers, Unite: With over 1,350 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 2017 will be no exception.

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.

2016 BOURBON CLASSIC-GEOGRAPHIC BREAKDOWN:76% of attendees were from Kentucky

68% of attendees were from Metro Louisville

32% of attendees were from outside of Metro Louisville

24% of attendees were from outside of Kentucky

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The Event Producers: A Powerful Partnership

Bourbon Classic 2017 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. 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 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 and distribution points. The digital reach includes an email list of 240,000.

Social reach is 122,000 on Facebook and 20,000 on Instagram.

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

Master Distillers, Mixologists and custom craft men. 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 and media reach

alongside their growing merchandise and events business.

“ If you missed the 2016 Bourbon Classic in Louisville, Kentucky go ahead and mark your calendar for next year. As much as this event has grown in the last four years, expect it to get even bigger and better next year.”

Maggie Kimberl, Bourbon Country Editor, The Whiskey Wash

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“ Organizers say this was one of their biggest turnouts, which is no surprise considering the one-of-a-kind experience offered. A quick glance at the itinerary reveals a who’s-who of regional bourbon and cuisine.”

Sara Havens, Insider Louisville

2017 Sample Agenda (subject to change)

February 28, March 1 and 2

Bourbon Classic TOP SHELF, LOFT and SAVOR

Bourbon Camp Media Excursions

March 3

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

7:00 p.m. – 10:00 p.m. VIP Lounge

March 4

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 and Culinary Products

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 and state.

Culinary Components – The event will feature a culinary focus unique to 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, Bourbon Classic will serve as a focal point for the

diversity of restaurants and Bourbon bars. 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. Bourbon Classic

TASTE will feature a marketplace of Bourbon-themed 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 was AWESOME! …I am speechless on how amazing this event is. I have never seen anything like that for Bourbon before.”

Hunt Hendon, ESPN Radio 680

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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 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.)

Outdoor Advertising— Strategic placement of 14 x 48 static billboard and digital billboard placement

“Bourbon has enough charm on its own to bring any whiskey enthusiast to Kentucky, but Louisville doubles down on the appeal with Bourbon Classic. Between the talented chefs and bartenders from Kentucky and beyond, and distillers talking about (and pouring) some of the best of Kentucky’s signature spirit,

Bourbon Classic has earned its way onto my must-visit list every year.”

Paul Clarke, Imbibe Magazine

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2016 PROMOTIONAL MEDIAPrint – Bourbon Country

— 2015 – 2016 Issue

— Circulation: 150,000

Print – Louisville Eccentric Observer (LEO)

— Bourbon Issue October 3, 2015

— Circulation: 30,000

Print – The Bourbon Review

— Fall 2015 & Winter 2016 Issues

— Circulation 20,000 (x2)

Print – Louisville Magazine

— Dec 2015 & Jan 2016 Issues

— Circulation 173,000 (x2)

Print – Modern Louisville Magazine

— Nov/Dec 2015 Issue

— Circulation 10,000

Print – Louisville Swig Magazine

— Dec 2015/Jan 2016 Issues


Print – USA Today

— Oct 2015

— Circulation 3.3 million

Print – Business First

— Jan 2016 Issue


Digital – The Bourbon Review

— 240,000 email circulation

Digital – Velocity

— Jan 7 2016

Digital – Travel + Leisure

— Aug 2015


Billboard

— Digital and Static Nov 2015 thru Feb 2016

— Impressions 2,163,400

Radio

— ESPN 680 Louisville, 105.7 Frankfort, 93.9 The Ville

— 80 thirty second commercials

— Three live in-studio interviews

— Impressions 214,255

Podcasts – (all airing Feb. 29-March 4, 2016)

— 88.7 WMMT-FM in Whitesburg, KY – http://wmmtfm.org and at http://www.eightpiecebox.com

— Bottom of the Barrel http://www.botbbourbon.com

— Sips Suds and Smokes http://www.sipssudsandsmokes.com – syndicated to 200 radio stations

— Bourbon and Banter http://www.bourbonbanter.com

— Modern Thirst http://www.modernthirst.com

— Charlie Tonic Hour http://www.charlietonic.com

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EARNED MEDIA – WEB-BASED

Over 90 Media Mentions (Jan 1 – Mar 1 2016)— National Highlights: USA Today, Travel + Leisure Magazine, Indianapolis Monthly, Cincinnati Monthly

— Local Highlights: Courier-Journal, Insider Louisville, Louisville.com, Louisville Business First 282,000,000 Potential Viewership

Total media mentions and potential viewership metrics provided by Nielsen via Meltwater.

EARNED MEDIA – BROADCASTWHAS-TV: Great Day Live on Feb 17, Feb 22, Feb 23

WAVE-TV: Segments on Feb. 13, Feb. 18, Feb. 19, Feb. 23, Feb. 25 and Feb. 26

Bourbon Classic Public Relations Services provided by FSA

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WELCOMING SPONSOR

As the Welcoming Sponsor of Bourbon Classic 2017, you will receive the following comprehensive package:

— Participation in Bourbon Camp for enhanced media exposure

— Designation as the exclusive Welcoming Sponsor for the event

— 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 2018 event— Four VIP tickets to Cocktail Challenge— Six VIP tickets to Bourbon Classic TASTE — Up to six standard tickets for Sponsor staff for each night — Three table tops (6 ft) n preferred location during Bourbon

Classic TASTE (may be used separately)— 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

Bourbon Classic brings together the Bourbon world

and the culinary world at Bourbon Classic TASTE.

As the Culinary Sponsor of Bourbon Classic 2017, 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 Cocktail Challenge— Six VIP tickets to 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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2017 Bourbon Classic Sponsorship at a glance

Sponsorship Level Diamond Barrel Platinum Barrel Gold Barrel Silver Barrel

Price $13,000 $8,000 $5,800 $3,000

Exclusive Sponsorship Yes

Ability to Distribute Branded Glassware Yes

Participation in Bourbon Camp for Distinguished Media Yes Yes

Station at Cocktail Challenge One (6ft able) One (6ft able) One (6ft able)

VIP Tickets to Cocktail Challenge Six Four Four

VIP Tickets to Bourbon Classic TASTE Eight Six Four Four

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

Booth at Bourbon Classic TASTE Two (6ft able) One (6ft able) One (6ft able) One (6ft able)

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 Bourbon Classic 2017, 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 at sponsored event above — One sponsored station for Cocktail Challenge — Six VIP tickets to Cocktail Challenge— Eight VIP tickets to Bourbon Classic TASTE— Up to six standard tickets for Sponsor staff each night— Two table-tops (6 ft) r custom branded booth (provided by sponsor) at Bourbon Classic TASTE— 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.

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platinum barrel sponsor — $8,000

As a Platinum Barrel Sponsor of Bourbon Classic 2017, you will receive the following comprehensive package:

— Participation in Bourbon Camp for Distinguished Media

— One sponsored station for Cocktail Challenge

— Four VIP tickets to Cocktail Challenge

— Six VIP tickets to Bourbon Classic TASTE

— Up to four standard tickets for Sponsor staff each night

— One table-top (6 ft) r one customized booth (provided by sponsor) at Bourbon Classic TASTE



— 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


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Gold barrel Sponsor — $5,800

As a Gold Barrel Sponsor of Bourbon Classic 2017, you will receive the following comprehensive package:

— One sponsored station for Cocktail Challenge

— Four VIP tickets to Cocktail Challenge

— Four VIP tickets to Bourbon Classic TASTE

— Up to four standard tickets for sponsor staff each night

— One table-top (6 ft) t Bourbon Classic TASTE













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Silver Barrel Sponsor — $3,000

As a Silver Barrel Sponsor of Bourbon Classic 2017, you will receive the following comprehensive package:

— One table-top (6 ft) t Bourbon Classic TASTE

— Four VIP tickets Bourbon Classic TASTE

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









additional Investment




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Custom 5-Year Anniversary Opportunities (Inquire for costs)

— Bourbon Classic 5th year anniversary Glencairn glass with sponsor logo (on one side)

— Bourbon Classic 5th year anniversary poster

— Bourbon Classic Media Room Drop at 21c Hotel

— Bourbon Classic 5th year anniversary mobile App sponsorship

FEBRUARY 28 – MARCH 4, 2017

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, 2017, 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 2016 sponsors shall have the first right of refusal on previously sponsored events by October 1, 2016.

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 2017 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:

Tony Butler328 E Main St. | Louisville, KY 40202Phone: 502.574.9951 | Fax: 502.589.3602 | [email protected]

Type: My check, payable to Bourbon Classic, is enclosed Please charge my VISA MasterCard Send me an invoice American Express Discover

Account # _______________________________________

Expiration Date ___________________________________

Signature ________________________________________

Sponsorship LevelsDiamond Barrel Sponsor — $13,000Choose 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 — $8,000Additional Cost: Donated Product at events

Payment

Gold Barrel Sponsor — $5,800Additional Cost: Donated Product at events

Silver Barrel Sponsor — $3,000Additional Cost: Donated Product at events

Custom 5-Year Anniversary Opportunities (Inquire for costs):

Bourbon Classic 5th year anniversary Glencairn glass with sponsor logo (on one side)

Bourbon Classic 5th year anniversary poster

Bourbon Classic Media Room Drop at 21c Hotel

Bourbon Classic 5th year anniversary mobile App sponsorship


Documents

february 28 – March 4, 2017 · 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