Bonham/Wills & Associates Prospectus 2015

CORPOR ATE PROSPEC T US 2 015

S P O N S O R S H I P P L A N N I N G | E VA LUAT I O N | N E G OT I AT I O N | M A R K E T R E S E A R C H

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B O N H A M / W I L L S & A S S O C I AT E S

WHO WE ARE Bonham/ Wills & Associates (BWA) is a global Spor ts and Enter tainment evaluation and research firm headquar tered in Vancouver, Canada, with satellite of fices in Las Vegas, Nevada and Los Angeles, California. With more than a centur y of combined strategic insight obtained from analyzing a wide variet y of high profile proper ties, we have earned a reputation for being exper ts in the consulting, evaluation, negotiation and research ser vices we of fer.

The BWA Team have evaluated many of the major sports and entertainment properties in the world today. A partial list of our past clients includes Motorola, Ford, AMD, Heineken, O2, Chick-fil-A, New York Life, Bank of America, CITGO, Dell, MasterCard, DSW, FedEx, the House of Blues, World Cup and Major League Soccer, Universal Studios, Caesars World, Wimbledon, Harrah’s, Motown Record Company, major college bowl games and universities, the NCA A, NASCAR, CART, Formula One, the LPGA, the PGA Tour, the NFL, NBA, NHL and Major League Baseball.

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FAST FACTS

$2.8B

The value of sponsorship contracts our team has negotiated for property and corporate clients.

$11B 35 140 100 The total sponsorship value of the hundreds of sports and entertainment properties BWA Team has evaluated.

The number of years BWA Team has been involved in spor ts and enter tainment consultation.

The number of times BWA Team expertise has been utilized in naming rights discussions around the world.

The combined years of experience of BWA Team employees in the spor ts and enter tainment industr y.

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B O N H A M / W I L L S & A S S O C I AT E S

W H AT W E D O

From sponsorship evaluation and market research studies to sponsorship sales and negotiations, Bonham/ Wills & Associates has experience in every facet of the sponsorship industry. This experience gives us the knowledge and expertise to help corporations and properties address the complex sponsorship issues they face every day.

For example, we can help your organization measure brand impact related to sponsorship exposure; build marketing plans to increase awareness, attendance and improve marketing efficiency; and negotiate win-win partnerships designed to impact the bottom-line of both parties. In short, we have the tools to help you meet your sponsorship needs

N E G O T I AT I O N

SALES

E VA L U AT I O N

S T R AT E G I C C O N S U LT I N G

MARKET RESEARCH

“ Yo u r r e c e n t a n a l y s i s o f t h e F e d E x O r a n g e B o w l ... s u r p a s s e d m y e x p e c t a t i o n s ; y o u r a n a l y s i s ... w i l l, i n d e e d , b e c o m e t h e s t a n d a r d f o r e v e n t e v a l u a t i o n f o r y e a r s t o c o m e.”

N a n c y L . A l te n b u r g M a n a g e r C o r p o r a te I m a g e / Ev e n t M a r ke t i n g

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B O N H A M / W I L L S & A S S O C I AT E S

OUR CLIENTS

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Bonham/ Wills & Associates has a diverse clientele that includes a variety of blue-chip corporations and premier sports and entertainment properties. To view more current and past clients please visit http://bonhamwills.com

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Petco Park | San Diego Padres

“I want to share my appreciation for the extensive research and detailed analysis BWA provided the ACC during our recent expansion discussions. Their discreet and insightful strategic consultation helped reassure us that we were armed with the best and most comprehensive information available to guide us in making an extremely important decision for the future of our conference.”

John D. Swofford Commissioner Atlantic Coast Conference

“When we started exploring a naming rights relationship with the San Diego Padres, we quickly came to the conclusion that we didn't have the in-house expertise for a project of this magnitude. Our search for the right sponsorship consultant led us to Bonham/Wills & Associates.

The BWA team provided us with 'one stop shopping,' including everything from sponsorship evaluation to leading our negotiating team. We could not be happier with the results.”

John Morberg Former Vice President & Controller PETCO Animal Supplies, Inc

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B O N H A M / W I L L S & A S S O C I AT E S

OUR E XPERTISE STRATEGIC CONSULTATION

EVALUATION

Bonham/Wills & Associates doesn’t evaluate sponsorships in a vacuum. We interpret the data and filter it through our years of industry experience to give our corporate and property clients valuable strategic insights and direction. This strategic counsel can show corporations how to adjust their sponsorship planning and implementation to immediately increase their brand exposure and drive sales. Conversely, BWA can guide properties in making sales and marketing decisions that will generate incremental revenue, as well as help renew existing sponsors.

The hallmark of BWA’s services is sponsorship evaluation. In general, corporations consult us to better understand the cost/value ratio of their sponsorship initiatives, while properties look to us for an objective third-party evaluation of their worth in the marketplace. Both use our services to strategically enhance the sponsorship's value and as ammunition in contract negotiations. BWA has evaluated more than $10 billion in sponsorship value for our corporate and property clients.

NAMING RIGHTS

HOSPITALITY SCORECARD

BWA naming rights expertise has been utilized around the world on 140 separate occasions in 44 U.S. markets, eight European, three Canadian and one South American market. BWA has been involved with Major and Minor League Stadiums and Arenas, Collegiate Facilities, Convention Centers, Theaters/Performing Arts Centers and Amphitheaters

In our conversations with corporate marketers about their ability to track and measure the hospitality component in their sponsorship packages, we often hear a similar complaint: They’re frustrated!

Instead of information that could help them optimize their hospitality assets, they often get a hodgepodge of interesting anecdotes, hopeful comments and fuzzy predictions.

It doesn’t have to be this way! With BWA’s Hospitality Scorecard, you won’t have to wonder if your hospitality initiatives are working or not; you’ll have a “report card” that documents the situation.

NEGOTIATION BWA’s team has negotiated more than $2.8 billion in sponsorship contracts on behalf of corporate and property clients. Through this process major corporations and properties have negotiated sponsorship agreements that maximized their sponsorship investment/assets.

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MARKET RESEARCH Impressions analyses are capable of measuring the value of sponsorship exposure. However, to obtain more in-depth information about the sponsorship's impact on brand awareness, loyalty and preference, qualitative and/or quantitative market research is required. BWA recognizes that the true value of research does not come from simply obtaining data. It comes from the development of strategic plans that are based on the collected data.

As specialists in the sports and entertainment marketing industry, our research reports provide extensive data. But we don’t stop there. We also demonstrate how this information can help your organization now and in the future.

SPONSORSHIP SALES Bonham/Wills & Associates sales division represents properties coming from a wide variety of fields in the sports and entertainment marketing industry.

Our patented analyses help us determine the value a property represents to the corporate community. Using our analysis experience as a foundation, we are able to approach the marketplace with the assurance that our sales approach is reality-based and doable.

In short, we are willing to roll up our sleeves and get in the trenches with our clients.

Bonham/Wills & Associates conducted a BWA Naming Rights Analysis of the Houston Rockets’ new arena. This analysis identified all areas of the Houston Rockets’ arena that present value to a corporate sponsor, determined the value of the Houston Rockets as a naming rights property and developed strategies that were used as a road map in implementing a sponsorship campaign. Additionally, BWA negotiated on the Houston Rockets’ behalf a naming rights agreement with Toyota.

“Within just a few short weeks of our first meeting, BWA was up and running on a research project related to Best Buy customers and our NASCAR sponsorship.

The Bonham Group met our timeline using a very robust methodology and delivered a report that was clear, concise, and extremely well written. The research confirmed some of our hypotheses and is informing our go-forward sponsorship strategy.�

Brad Morrill Senior Marketing Manager Best Buy

B O N H A M / W I L L S & A S S O C I AT E S

TESTIMONIALS “I would like to take an opportunity to thank BWA for the tremendous effort extended on behalf of DIRECT V in successfully selling the DIRECT V 500 to Harrah's. BWA conducted a thorough value analysis, targeted a list of likely companies for the purchasing of the sponsorship, skillfully managed the selling process and finally negotiated a favorable agreement with the new title sponsor.”

Jayne E. Hancock | Former Vice President, Marketing | DIRECTV “As we prepared for [our sponsor summit], the BWA team were with us every step of the way. Their experience was invaluable when it came time to create an effective agenda. As a result, the day had focus and purpose...even the most savvy sponsor had something to learn from BWA.” Scott Brubaker | Senior Vice President, Sales and Marketing | Arizona Diamondbacks

“We recently completed a 20 year deal with Lucas Oil for our new stadium in Indianapolis which opens in 2008.

We were successful in securing one of the top ten financial deals in the United States for any sports’ stadium, in large part due to your evaluation on the project. It was written and provided in such a concise and well-organized fashion that our prospects were able to easily understand the information.”

Jay Souers | Vice President of Sponsorship Sales | Indianapolis Colts, Inc.

“I would like to take this opportunity to thank you for negotiating a successful lease for Spartan Stadium. Your guidance in preparing us for each negotiating session and your knowledge of the professional sports industry resulted in a solid and well-planned contract that will allow the University to build an important business relationship with Major League Soccer.”

Don W. Kassing | President | San Jose State University

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VANCOUVER OFFICE

LAS VEGAS OFFICE

SUITE 300 - 1275 WEST 6TH AVE. VANCOUVER, BC, CANADA V6H 1A6

1055 EAST FLAMINGO RD. LAS VEGAS, NV, USA 89119

+1.604.676.1495 INFO@BONHAMWILLS.COM

+1.604.676.1495 INFO@BONHAMWILLS.COM

S P O N S O R S H I P P L A N N I N G | E VA LUAT I O N | N E G OT I AT I O N | M A R K E T R E S E A R C H