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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
®
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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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© Copyright Bourbon Classic 2017
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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© Copyright Bourbon Classic 2017
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
— Circulation 35,000
Print – USA Today
— Oct 2015
— Circulation 3.3 million
Print – Business First
— Jan 2016 Issue
— Circulation 35,000
Digital – The Bourbon Review
— 240,000 email circulation
Digital – Velocity
— Jan 7 2016
Digital – Travel + Leisure
— Aug 2015
— Circulation 131,208
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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© Copyright Bourbon Classic 2017
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)
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.
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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
— 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.
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© Copyright Bourbon Classic 2017
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
— 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.
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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
— 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.
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© Copyright Bourbon Classic 2017
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 Butler 326 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