1. HAWAI’I TOURISM AUTHORITY | 2009 FESTIVALS & EVENTS SEMINAR SPONSORSHIP OPPORTUNITIES FOOD & BEVERAGE – FROM BASICS TO BUZZ  BRENT IMONEN May 15, 2009

2. Agenda • About • The Basics • Industry Trends • Food & Beverage Opportunities • Examples • Lessons Learned

3. Definition: Sponsorship An individual or organization that pays some or all of the costs involved in staging a sport or artistic event in return for advertising.

4. Why Food & Beverage Companies Sponsor Festivals & Events. • Increase brand awareness and brand loyalty • Drive product trial and education • Stimulate sales and retail traffic • Gain access to new consumers • Create exposure

5. Why Festivals and Events need Food & Beverage Partners. • Subsidize and/or offset event costs • Add value to programs • Activate essential categories • Elevate brand presence

6. Trends: Food & Beverage Industry • Consumer spending on food fell to a 62 year low during Q4 of 2008. WSJ (April 21, 2009) • Food executives worry that shoppers will indefinitely tighten their spending • Shopping behavior is changing. • 62% of marketers feel that traditional advertising is no longer as effective as it once was… Brandweek (December 8, 2008) • 70% of all brand purchase decisions are made at retail Brandweek (June 3, 2002)

7. Opportunities Abound:Eat or Be Eaten In Response to those statistics food manufactures and stores are getting creative: • Kraft • Nestle • Campbell’s • Dole

8. Feast or Famine:Be Part of the Solution Be relevant to your consumer and your sponsor • Keep partnerships simple, practical, beneficial • Understand your audience • Be creative • Activate commercial potential • Sampling • Branding • Relationship Building • Revenue Generating • Global Appeal

9. Fuel Your Event:The Sponsorship/Partnership Relationship • Know your event needs • Identify and bundle assets • Create new deliverables • Leverage corporate social responsibility • Decide on sponsorship benefits • Divide categories into usable, sellable parts • Research the industry • Deliver more • Initiate retail relationships • Activate, execute and monitor • Over deliver • Stay in touch

10. Sampling: Entice Their Appetites Through Sampling • Find other revenue opportunities • Research the trade journals and business section • Offer a turnkey sampling experience • Document Efforts • Follow up and be persistent!

11. Program Measurement:An Industry Template Measurement of the program is about bottom line results • Total number of cash register receipts to determine number of individual purchases • Count number of spoons/cups used during the event to determine the number of direct sampling • Count the number of people each sampler directly interacts with to determine the number of direct consumer touches • Assess the number of people who walk by and view the booth to determine the gross number of impressions • Evaluate the competitions tangible and intangible presence • Document with pictures and report on booth, signage, and other included benefits

12. Lessons Learned: Promote Strengths • Embrace your uniqueness • Tap Hawaii’s national appeal • Partner with retail • Promote off-venue opportunities • Put yourself in their shoes

13. THANK YOUfor your participation. BRENT IMONEN 808.285.6667 brent@pacificrimsports.com