BUILDING A BETTER EXPERIENCE A PRESENTATION FOR LEA COUNTY

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1 BUILDING A BETTER EXPERIENCE A PRESENTATION FOR LEA COUNTY

2 VENUE MANAGEMENT FOOD SERVICES & HOSPITALITY TICKETING & FAN ENGAGEMENT

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4 Event Booking Marketing Sponsorships Seven of nine full-time staff hired in the last seven months Takes time to recognize the impact (Enid, Oklahoma example) Infrastructure in place marketing, ticketing, staff Economy Events will start coming

5 We have pulled resources from Corporate to initiate immediate change Regional support on going and how we operate Senior VPs of each discipline at Corporate now involved directly to meet the needs of Lea County 5

6 SHURA GARNETT DIVISION SENIOR VICE PRESIDENT, VENUE MANAGEMENT & FOOD SERVICES & HOSPITALITY 25+ Years Past Chairman of the Board of IAVM Oversees 38 accounts within the Central Division of Spectra RICK HONTZ REGIONAL VICE PRESIDENT, VENUE MANAGEMENT 20+ Years Naming Rights, Premium Seating, Sponsorships, Marketing, Event Booking Oversees over 15 secondary market arenas in region JAY SATENSPIEL REGIONAL VICE PRESIDENT, FOOD SERVICES & HOSPITALITY 30+ Years Managing PNC Center, Ford Field, Wrigley Field, and Las Vegas Speedway, Albuquerque Balloon Fest Oversees 15 accounts within Spectra

7 BOB SCHWARTZ VICE PRESIDENT, MARKETING SPECTRA VENUE MANAGEMENT 24+ Years Vice President Marketing, Wells Fargo Center Marketing Director, Richmond Coliseum, Los Angeles Coliseum, Sports Arena California ALISSA CUNNINGHAM REGIONAL MARKETING DIRECTOR, SPECTRA 8+ Years Oversees marketing efforts for 14 arenas Directs marketing & PR efforts for arena and entertainment complex in Loveland, CO ADAM FLACK CENTRAL DIVISION MARKETING DIRECTOR, SPECTRA 12+ Years Supports marketing efforts of 18 venues in the Central Division Oversees day to day marketing & public relations for a three venue complex, the Iowa Events Center

8 BROCK JONES SENIOR VICE PRESIDENT, TOURING 20+ Years BRETT REOPELL DIRECTOR OF BOOKING, WELLS FARGO CENTER 15+ Years Acquiring, Scheduling, and Overseeing Events Nominated by the Academy of Country Music as Talent Buyer of 2014 Extensive contacts: promoters and agents Event Booking & Scheduling, Contract Negotiation, Budgeting, Operations, and Event Services

9 BRYAN FUREY SENIOR VICE PRESIDENT, CORPORATE PARTNERSHIPS 20+ Years Naming Rights, Premium Seating, Sponsorships Venues, Events, Professional Teams, Collegiate Athletics LAURIE KEMMIT REGIONAL DIRECTOR, CORPORATE PARTNERSHIPS 18+ Years Oversees sales at six properties & responsible for ad. sales at Iowa Events Center Generates profit through the sale of commercial marketing rights DAVE NAMESNIK ASSISTANT GENERAL MANAGER, BUDWEISER EVENTS CENTER 17+ Years Oversaw sponsorship sales growth at the Lairmer County Fair & Rodeo from $100,000 to $200,000 6 years Increased attendance from 30,000 to 100,0000

10 FINDINGS NEXT STEPS MORE TO COME Longer lead-time for long-term booking Established working relationships with top acts, promoters, and family shows Establishing relationships between Lea County and outside promoters Commitment towards the fair Leveraging deep resources to support Lea County Additional Corporate Support on booking calls Jake maintaining Event Call list

11 DWIGHT YOAKAM BRAD PAISLEY GABRIEL IGLESIAS DUSTIN LYNCH RON WHITE All in the last few months activity will pay off GARY ALLAN ALICE COOPER HARLEM GLOBETROTTERS PEPE AGUILAR DISNEY LIVE

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15 IMMEDIATE SHORT TERM GOALS Venue Marketing Plan and Promoter Guide: Event Solicitation Lea County Fair and Rodeo and Willie Nelson: Ticket Sales Food and Beverage and Sponsorship: Event Revenue The Best Ticket in Town: Database/Social Acquisition IDENTIFIED LONG TERM GOALS Increase Event Center & Fairgrounds Awareness for Booking Increase Data Acquisition through Website and Social Media Increase Revenue through Strategic Partnerships Enhance Event Marketing and PR

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17 CORPORATE SUPPORT CONFERENCE CALLS MONITORING PROGRESS THROUGH REPORTING MARKET VISITS SUBJECT MATTER EXPERTS

18 Spectra hired by Lea County to increase sponsorships Since arriving, Spectra increased sponsorships by 20% YTD: $102,866 & 30% are NEW partners $180,000 Fair & Rodeo Cash Sponsorships $160,000 $140,000 $120,000 $100,000 $80,000 $60,000 $40,000 $20,000 $ YTD

19 LEA COUNTY EVENT CENTER: CLEAN SLATE LACK OF SPONSORSHIP DOCUMENTATION STRONGER FULFILLMENT NEEDED PAST SPONSORSHIPS WERE PHILANTHROPIC RELATED COLLATERAL AND SALES APPROACH DEAL TERMS ECONOMIC IMPACT OF LOCAL INDUSTRY LOCAL SPONSORS

20 Arm Lea County Event Center and the Fair & Rodeo with the latest industry trends and resources to maximize revenue. How do we drive revenue from $160,000 to $300,000 per year? How do we deliver $200,000 of event center sponsor revenue per year?

21 Dedicated sales effort Regional executive team Communication and packaging with other regional venues expanding the sales force Weekly & monthly sales calls Best practice sharing

22 Bundle arena assets with fair sponsorship assets offering year round exposure Secure key venue categories & leverage relationships (beverage, banking, waste management, pest control, office equipment) Sell naming rights and venue signage

23 Fulfillment tracking documents Annual sponsor summaries Sponsor hospitality areas at fair Personal client visits Surveys and post event contact Weekly sales report Annual business plans Sponsor contracts CRM Flexible rate cards

24 Change market to expect 3-5 year terms for sponsorship KPI should be 75% of the business in multi-year business Target a 90% renewal rate Overcome sensitivities to local market by expanding marketplace Attract regional/state wide companies Endemic partners to content

25 CONCLUSION We heard you, and we made adjustments. Some of the best minds in the sports & entertainment business are coaching local staff and need time for the above plans to be executed successfully. 25

26 THANK YOU