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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 23 – 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. New for 2016, we will be adding
events prior to the Friday and Saturday marquee events. More details to follow soon! 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 Ultimate Bourbon
Experience. It’s all about food, fun and Bourbon!
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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© Copyright the Bourbon Classic 2016
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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© Copyright the Bourbon Classic 2016
“ 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. The Ultimate Bourbon Experience
Bourbon Tastings, Exhibits, Marketplace, Culinary Products and Book Signings
7:00 p.m. – 9:30 p.m. VIP Lounge
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© Copyright the Bourbon Classic 2016
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 Ultimate Bourbon Experience 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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© Copyright the Bourbon Classic 2016
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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© Copyright the Bourbon Classic 2016
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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© Copyright the Bourbon Classic 2016
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 Ultimate Bourbon Experience — 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 Ultimate Bourbon Experience— 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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© Copyright the Bourbon Classic 2016
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 Ultimate Bourbon Experience Two (6ft Table) One (6ft Table) One (6ft Table) One (6ft Table)
VIP Tickets to the Ultimate Bourbon Experience 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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© Copyright the Bourbon Classic 2016
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 Ultimate Bourbon Experience 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 Ultimate Bourbon Experience— Eight VIP tickets to the Ultimate Bourbon Experience— Up to six standard tickets for Sponsor staff 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 — Any liquor ordered is the financial responsibility of the sponsor
Payment of the cash component is due upon contract execution. * Secure before September 1, 2015 and receive early event pricing of $12,000.
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© Copyright the Bourbon Classic 2016
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 Ultimate Bourbon Experience
— Six VIP tickets to the Ultimate Bourbon Experience
— Up to four standard tickets for Sponsor staff 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
— Any liquor ordered is the financial responsibility of the sponsor
Payment of the cash component is due upon contract execution. * Secure before September 1, 2015 and receive early event pricing of $7,500.
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© Copyright the Bourbon Classic 2016
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 Ultimate Bourbon Experience
— Four VIP tickets to the Ultimate Bourbon Experience
— Up to four standard tickets for sponsor staff 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
— Any liquor ordered is the financial responsibility of the sponsor
Payment of the cash component is due upon contract execution. * Secure before September 1, 2015 and receive early event pricing of $5,000.
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© Copyright the Bourbon Classic 2016
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 Ultimate Bourbon Experience
— Four VIP tickets the Ultimate Bourbon Experience
— Up to two standard tickets for sponsor staff at the Ultimate Bourbon Experience
— 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
— Any liquor ordered is the financial responsibility of the sponsor
Payment of the cash component is due upon contract execution. * Secure before September 1, 2015 and receive early event pricing of $2,500.
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FEBRUARY 23 – 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 September 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
Ultimate Bourbon Experience 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
A La Cart Sponsorship OpportunitiesChoose from the following exclusive events:
Wednesday, Media Reception — $2,500
Thursday, Media Reception — $2,500
Sunday, Brunch — $2,500
PaymentAdditional Cost: Food and beverage at event* Secure before September 1, 2015 for early event pricing