June 13, 2009June 13, 2009Shoreline AmphitheaterShoreline Amphitheater

MoutainviewMoutainview, CA, CA Hosted by: Bobby Flay

• “The American Food and Music Revival” is a traveling taste of America tour that celebrates American food and its history with music and entertainment as a backdrop

– The festival brings together all foods uniquely American, as well as cuisine and specialties from the local region or city that the festival visits

• The show will also feature live music and culinary performances by some of the biggest names in American cuisine and music

– Food Network star Bobby Flay has been confirmed as this year’s host. Bobby is an “Iron Chef” as well as the host of “Throwdown! With Bobby Flay”

• American Food & Music Revival will showcase the talent of leading celebrity chefs to create broad audience appeal and entertainment value for each event.

• Possible talent:– Mario Batali – Cat Cora– Dave Lieberman – The Neely’s – Deen Boys – Ingrid Hoffman– Tyler Florence – Gary from Wine Library– Al Roker

* Talent list still in development

Tour Overview

Festival Elements

• American Food and History – a variety of American foods and their history will be presented at every tour stop. Examples include:

– BBQ/Grilling– Stuff on Buns: hot dogs, brats, burgers, etc.– Pizza– Desserts – Kids Kitchen

• Local Chefs and Region Specific Produce and Foods:– Celebrity chefs will host competitions, events, and games in each market– Local organic produce in a farmers market fashion– Edible Inventors: attendees can learn how to create innovative cuisine using local foods

• Food Demonstrations:– How to eat healthy on a budget– The singles guide to 15 min meals– What liqueur to serve with what desserts or accompany coffee

Show Overview

The festival will kick-off with the Northern, CA date in June 2009, followed by a U.S. Tour In the Spring, 2010:

Location: Shoreline Amphitheater – Bay Area

Host: Bobby Flay

Timing: June 13, 2009

Expected attendance: 10,000+

Target Demographic: Primary demo of 18-49 with a broad audience expected ranging from 5 to 75

Strong appeal to young adults and families ($80,000 + households)

Festival Elements

• Interactive Culinary Area for Kids:– Meals for kids and that kids can learn to cook

• i.e. make your own pizza– Organized food fights – Interactive games and activities

• Extreme Eats:– “It’s Better Fried:” pick virtually any food and have it deep fried on the spot– “Candy Creators:” Create your own candy bar and then decorate the wrapper for it.

• Stuff on Buns & ‘MustardPalooza’ - the history of mustard and everything you could possibly think of on a bun:

– Hamburgers – Sausages– Hot Dogs & Brats– Sandwiches– “Buns of the Bizarre” – unique and outrageous sandwiches

Festival Schedule*

* Sample schedule, subject to change

* Sample layout, subject to change

Festival Layout*

• The American Food and Music Revival will develop partnerships with multiple media outlets both regionally and nationally

– Print– Radio– Television– Online

• A coordinated media and advertising plan will ensure broad promotion to reach all corners of the market through:

– Approximately $40K in paid advertising – More than $200K in promotional media trade – Retail promotions

• The American Food and Music Revival projects a minimum of 10,000 attendees seeing, tasting, and experiencing the festival and your brand throughout the day

• Multiple areas of product integration and sampling available throughout the festival

• The American Food and Music Revival will receive both national and regional media coverage

Advertising and Promotion

We’re committed to building meaningful integrated partnerships with our sponsors and are open to customizing a package to meet your brand’s specific objectives.

Opportunities Include:

• On-site experience:– Presenting or Associate sponsor designation– Interactive display area(s) at every event to engage

attendees– Product demonstration– Collateral distribution

• Additional on-site branding opportunities:– Main-stage branding– Signage– Stage announcements– Booth Space

Sponsorship Opportunities

Sponsorship Opportunities (cont.)

• Prominent identification in all paid advertising and event generated promotional materials

• Inclusion in press announcements

• Complimentary VIP tickets

• Category exclusivity

• Customized promotions

• Tour / Festival merchandise for promotional use

• Artist & talent meet and greets

• Additional benefits available

This is a unique opportunity to get in on the ground floor as we grow the festival from year to year

Jim Lewi The Agency Group

Events and Entertainment Dept. (310) 385-2800

JimLewi@theagencygroup.comwww.theagencygroupevents.com

For more information, please contact: