P A R T N E R S H I P DECK - The Manhattan Cocktail Classic

PARTNERSHIP DECK
CONTENTS
Introduction .…………………………3
Advisory Board ………………………4
2009 Fall Preview ……………………5
Vision for 2010 ………………………8
Overview of Opportunities …………11
The Official Bar …………………….15
Stories from Behind the Bar ………..19
On-Site Educational Sessions ………21
The Gala …………………………....23
Branded Events …………………….25
Important Deadlines ………………..30
Next Steps ………………………….31
Appendices .………………………...32
INTRODUCTION
Welcome to the Manhattan Cocktail Classic, New York City’s first ever
multi-day event celebrating the history, contemporary culture, and artful craft
of the cocktail.
Part festival, part fête, part conference, part cocktail party, the Manhattan
Cocktail Classic brings together the unparalleled talents and opportunities of
the bars, bartenders, and restaurants of our great city for five days of activities,
both educational and celebratory in nature, championing the common ideals of
authenticity, equality, sustainability, service, and pleasure.
(There will be some drinking involved, too.)
LEADERSHIP & ADVISORY BOARD
The Manhattan Cocktail Classic is the brainchild of thirteen of the world’s
greatest bartenders, bar owners, writers, educators, critics, consultants,
ambassadors, and generally solid folks with whom to share a drink or three.
This all-star advisory board includes:
DALE DEGROFF
A L L E N K AT Z
SASHA PETRASKE
AUDREY SAUNDERS
SIMON FORD
DOUG FROST
STEVE OLSON
P A U L P A C U LT
GARY REGAN
JULIE REINER
ANDY SEYMOUR
CHARLOTTE VOISEY
AND
D AV E W O N D R I C H
At the helm is the Manhattan Cocktail Classic’s founder and director,
LE S L E Y T O W N S E N D , who is admittedly far more skilled at consuming
cocktails than making them.
2009 FALL PREVIEW
The 2009 Fall Preview was, by all accounts, a smash success – thanks in no small part to
the support of over 100 sponsors. To but briefly* recap some highlights from the weekend:
* See Appendices for post-event press release and media attendance.
2009 FALL PREVIEW
3 New York Times articles; 14 media partners; 66
pieces of editorial; over 150 media attendees; over
42 million media impressions.
Sasha Petraske’s home bartending seminar, which
sold out within 3.2 seconds of tickets going on sale
The staggering, star-studded line-up of nearly
100 guest bartenders working the Official Bar.
20,000 cocktails (or thereabouts – forgive us for
losing count) served over the course of the weekend
to nearly 2000 thirsty attendees.
2009 FALL PREVIEW
And of course, the closing night gala at the
New York Public Library, where over 1000
members of the cocktail community convened
in their fanciest frocks…
…along with 4000 oysters, 3000 deviled
eggs, 300 pounds of smoked pork, 200 turkey
drumsticks, 25 whole salmons, 22 incredible
cocktails, 12 wild pheasants, 4 whole pigs,
and a 20 piece jazz band.
“It’s hard to imagine how they’ll top it at the
official Manhattan Cocktail Classic in May.”
– Metromix
VISION FOR 2010
Oh, but that was just the Preview!
This time around, we’re setting our sights even higher. We are creating
an event that reaches beyond the cocktail industry, beyond the cocktail
enthusiasts, beyond the cocktail media. We are building something that
links our brands, our beverages, our bars, and our bartenders to
something bigger and more far-reaching.
VISION FOR 2010
We are creating more than “just” a cocktail event.
We are creating a city-wide phenomenon that encompasses history, art,
architecture, music, food, fashion, photography, and everything else
that hovers at the intersection of cocktails and culture.
This will be an event that reaches not just cocktail enthusiasts, and not
just cocktail professionals, but the entire audience of New York City at
large – and well beyond.
VISION FOR 2010
To achieve this rather lofty goal, we are cracking open the traditional model of
sponsorship. We are creating the space for you, our participating partners, to have a
greater degree of control and ownership over your involvement in the Manhattan
Cocktail Classic and, in turn, to see a greater return on your investment.
This is not about boxing sponsors into prescribed tiers and pre-set packages. Rather, this
is about creating a structure that affords maximum creativity and flexibility for all parties
involved, and a strategy that places your brand at the epicenter of a singular Manhattan
Cocktail Classic experience.
O V E RV I E W O F O P P O RT U N I T I E S
To that end, we are offering two ways to participate in the May 2010 event:
You may sponsor an event, in part or in full, that is produced by
the Manhattan Cocktail Classic as part of our “core” activities,
including: the on-site educational seminars, the Official Bar at
Astor Center, Stories from Behind the Bar, and the Gala.
Or
You may create, produce, and own your own branded event,
existing independently under the umbrella of the Manhattan
Cocktail Classic.
2010 SPONSORSHIP OPPORTUNITIES
2010 SPONSORSHIP OPPORTUNITIES
As the Manhattan Cocktail Classic continues to grow and evolve over
time, it will retain a central core of activities that will ground it in
tradition from year to year amidst an ever-evolving flurry of sponsorproduced events.
These activities offer perspective sponsors turn-key opportunities to
participate in meaningful ways, with a guaranteed audience and built-in
media exposure.
2010 SPONSORSHIP OPPORTUNITIES
These core activities include the seminars and events that comprised the Fall Preview:
  The Official Bar of the Manhattan Cocktail Classic
  Stories from Behind the Bar
  Educational Seminars at Astor Center
  The Gala at the New York Public Library
THE OFFICIAL BAR
The Official Bar of the Manhattan Cocktail
Classic, occupying “The Lounge” at Astor
Center adjacent to the educational seminars,
is the true nerve center of the festival. The
place where attendees, presenters, sponsors,
and staff mingle in between events; the place
where press conduct their interviews; the
place where live bloggers convene – the
Official Bar anticipates over 500 patrons
daily and offers sponsors wide exposure to a
large and media-heavy audience over a long
period of time.
THE OFFICIAL BAR
There are two bars within the space, each offering distinct sponsorship opportunities:
The primary bar, to be shared by up to
four sponsors concurrently per day, serving
a pre-set menu of made-to-order cocktails
of the sponsors’ choosing.
 
The secondary tasting bar, to be used
as a tasting and demonstration station,
available for exclusive ownership in 2hour shifts.
 
THE PRIMARY BAR: $2500
Sponsors to provide:
  Cash sponsorship of $2500
  3 – 5 cases of product plus ingredients
  1 – 2 bartenders for cocktail service*
Sponsors to receive:
  Category exclusivity on day of sponsorship
  Shared ownership of the primary bar with no more than three additional sponsors
  Two cocktails on the day’s drink menu (of sponsor’s choosing, subject to approval)
  Sponsor logo listed on website, on daily cocktail menu, and in Gala program
  5 tickets to Official Bar on day of sponsorship; 2 tickets to the Gala
*The Manhattan Cocktail Classic can provide available bartenders for hire as needed.
TASTING BAR: $1500 – $3500
The secondary tasting bar is divided into three 2-hour time slots per day, priced
according to anticipated audience (least expensive to most expensive chronologically).
Sponsors to provide:
  Cash sponsorship of $1500, $2500 or $3500
  2 – 4 cases of product, plus additional ingredients for any cocktail(s) served
  Staffing for bar service (suggested: 1 bartender and 1 brand ambassador)
Sponsors to receive:
  Category exclusivity on day of sponsorship
  2 hour ownership of bar space; branding/POS/bar décor permitted within reason
  Sponsor logo listed on website, on daily cocktail menu, and in Gala program
  5 tickets to Official Bar on day of sponsorship; 2 tickets to the Gala
STORIES FROM BEHIND THE BAR
One of the highlights of the 2009 Fall Preview,
the Stories from Behind the Bar series will be
offered again this May. These intimate sessions
(limited to 12 – 25 attendees) afford enthusiasts a
chance to meet the owners and head bartenders of
New York’s greatest drinking establishments, to
hear their tales of trial and triumph, and to sip on
some signature cocktails.
The complete list of participating bars will be
announced mid-January, but thus far includes:
Clover Club, Death & Company, Employees
Only, Flatiron Lounge, Macao Trading Co.,
Mayahuel, PDT, Pegu Club, and more.
STORIES FROM BEHIND THE BAR: $1000
Sponsors to provide:
  Cash sponsorship of $1000
  1 case of product
Sponsors to receive:
  Exclusive sponsorship of event; product(s) featured in cocktails served
  Sponsor logo listed on website and in Gala program
  2 tickets to sponsored session; 2 tickets to Tuesday night Gala
E D U C AT I O N A L S E M I N A R S
The on-site educational seminars, hosted in Astor Center’s unparalleled tasting facilities,
represent an opportunity for sponsors to engage groups of 40 to 60 attendees in a very
focused and interactive setting. Sponsors may either team up with an existing presenter/
presentation or submit seminar proposals independently.
Seminar sponsorship may be split among several sponsors or paid in full by a single
sponsor. Seminar proposals will not be approved until sponsorship is confirmed.
Seminar guidelines and application instructions are available in the Appendix.
Seminar applications will be accepted until Monday, February 15th.
E D U C AT I O N A L S E M I N A R S : $ 3 5 0 0
Sponsors to provide:
  Cash sponsorship of $3500
  1 – 2 cases of product
Sponsors to receive:
  Full prep and service coordination by in-house team
  Sponsor logo listed on website and in Gala program
  2 tickets to sponsored session; 2 tickets to the Gala
THE GALA
“One of the best events we’ve ever attended.”
– Time Out New York
“Promised to be a ‘Sunday Night Spectacular’,
it certainly lived up to the hype.”
– Notes on a Party
“I have been to extravagant events all over the world,
but I can honestly say that this was one of the best.”
– Drinking the World
THE GALA: $5000
AND UP
And that was just the test run.
The Manhattan Cocktail Classic Gala, to be held at the landmark New York Public
Library, will offer the opportunity for a select number of sponsors to participate in one
of the grandest cocktail fêtes New York City has ever seen.
Hosted on Friday, May 14th, the Gala will kick off the Manhattan Cocktail Classic with
a spectacular, multi-faceted, interactive cocktail experience for 2500 attendees.
Full details are available by request. Sponsorship opportunities begin at $5000; larger
and more “creative” opportunities for collaborative involvement are available for
interested sponsors.
For more information, please email [email protected].
BRANDED EVENTS
BRANDED EVENTS
Beyond the core activities detailed in the previous section, we are opening up the
Manhattan Cocktail Classic to include a multitude of independently produced events
existing under the over-arching umbrella of the festival.
These events represent an opportunity to place your brand at the center of a unique
experience: executed according to your own vision, working with your own staff,
drawing upon your own resources and creativity.
These events may be of any size, up to 250 guests, taking place at any venue within the
five boroughs of New York City.
These branded events will comprise the bulk of the publicly-ticketed activities of the
Manhattan Cocktail Classic. The objective is to provide a diverse spectrum of
experiences while upholding a constant set of standards and core values.
BRANDED EVENTS
What do these events look like? You are limited here only by your own imagination –
but here are some ideas to get you started:
  Lead a walking tour of some of the city’s greatest drinking landmarks, exploring the
architecture of bars over the past 150 years (and stopping for drinks along the way).
  Partner a perfume maker with a whiskey maker in a hands-on workshop exploring of
the art of layering complexity for the olfactory senses.
  Take over the Bouley Test Kitchen (along with its chef) and explore the intricacies and
importance of making cocktail ingredients from scratch.
  Team up with a high-end clothing designer to produce a fashion show inspired by
different classic cocktails throughout the decades.
  Organize a moustache-growing competition; rent out a barber shop for the final
judging extravaganza with cocktails, hors d’oeuvres, and complimentary grooming.
  Do anything, whatsoever, that takes place outdoors involving cricket or croquet.
BRANDED EVENTS
No sponsorship fees are required to produce a branded event. Once your event
concept is approved, you will have complete creative control and operational autonomy
while enjoying the following benefits of partnering with the Manhattan Cocktail Classic:
  Access to a broad consumer audience and wide media exposure. All
approved events will receive dedicated space on the Manhattan Cocktail
Classic website, in printed materials, and in other promotional endeavors.
  Public relations support from the Manhattan Cocktail Classic’s PR
firm, Hanna Lee Communications, including coverage in pre- and
post-event press releases and coordination of media attendance.
  Discounted rates with preferred vendors for event production support.
  Creative and logistical guidance from the Manhattan Cocktail Classic
advisory board as needed.
BRANDED EVENTS
Events will be approved and added to the master schedule on a rolling
basis between February 15th and March 15th. We will work with you
wherever possible to produce an event that meets and exceeds both our
expectations and yours.
For more information about producing a branded event, please
email [email protected].
I M P O RTA N T D E A D L I N E S
Monday, February 15th:
  On-site educational seminar applications due.
  Sponsorship inquiries received for on-site activities.
Monday, March 1st:
  On-site educational seminars selected.
  Official Bar/Tasting Bar/seminar sponsors finalized.
  Stories from Behind the Bar sponsors finalized.
  Sponsorship contracts signed.
Monday, March 15th:
  Full calendar of events posted on website.
Monday, April 12th:
  Sponsorship checks due.
Friday, May 14th:
  The 2010 Manhattan Cocktail Classic begins. (Please hold on to your hats.)
NEXT STEPS
Friends, colleagues, co-conspirators: let’s knock this out of the park.
To discuss your personalized opportunities for involvement in 2010,
please email [email protected] to set up a phone
call or in-person meeting during the month of January.
Bottoms up.
APPENDICES
On­site
Educational
Seminar
Submission
Information
&
Application
Instructions
Thank
you
for
your
interest
in
presenting
an
educational
seminar
at
the
2010
Manhattan
Cocktail
Classic
(May
14th
–
18th).
Please
note
that
we
will
be
accepting
submissions
up
until
Monday,
February
15th.
You
are
of
course
welcome
and
encouraged
to
submit
your
ideas
before
then,
as
well
as
to
contact
us
to
discuss
any
ideas
you'd
like
to
share
before
developing
your
full
proposal.
The
educational
seminars
for
the
2010
Manhattan
Cocktail
Classic
will
take
place
during
the
day
at
Astor
Center
in
both
the
Study
and
the
Gallery.
The
events
in
the
Gallery
are
90
minutes
in
length
and
accommodate
60
attendees
(with
additional
standing
room
for
last
minute
press
and
other
guests).
The
Gallery
will
be
set
up
with
round
tables
(in
semi‐circles,
facing
the
front)
and
is
best
suited
for
lectures
and
tastings,
supported
by
audio
visuals
on
the
120
projection
screen.
The
events
in
the
Study
are
120
minutes
in
length
and
accommodate
40
attendees
(with
additional
standing
room).
With
its
state‐of‐the‐art
demonstration
kitchen
and
premium
tasting
facilities,
the
Study
is
ideally
suited
for
more
interactive
classes,
hands‐on
learning,
and
lively
demonstrations.
All
seminars
will
receive
prep
support
and
full
service/staffing
by
our
internal
operations
staff.
One
important
stipulation
when
putting
together
your
proposal:
content
must
be
original.
While
we
realize
some
of
the
best
ideas
are
those
tried
and
true,
we
kindly
request
that
you
do
not
submit
any
seminars
that
you
have
recently
presented
or
will
be
presenting
at
any
other
cocktail‐themed
events
or
educational
venues
(including,
most
importantly,
at
Tales
of
the
Cocktail
or
as
part
of
Astor
Center's
regular
calendar
of
educational
programming).
We
want
to
make
sure
that
people
have
ample
motivation
to
attend
all
of
these
industry‐bolstering
events,
and
as
such
we
must
keep
our
offerings
unique.
Beyond
that,
we
simply
ask
you
to
keep
in
mind
the
mission
statement
of
the
MCC
–
namely,
to
promote
the
common
ideals
of
authenticity,
equality,
sustainability,
service,
and
pleasure
–
as
well
as
to
seek
out
opportunities
to
tie
in
the
theme
of
New
York
wherever
possible/appropriate.
Please
note
that
each
seminar
presented
at
Astor
Center
will
require
a
$3500
sponsorship
fee
(in
addition
to
product).
This
sponsorship
fee
may
be
covered
by
a
single
sponsor,
or
split
among
several,
and
may
include
non‐liquor
sponsors
as
well.
While
seminar
ideas
may
come
from
any
source
–
be
that
a
brand
manager,
a
PR
firm,
a
bartender,
a
magazine,
or
a
manufacturer
of
bar
spoons
–
seminar
sponsors
must
be
lined
up
prior
to
final
seminar
approval.
We
encourage
presenters
to
seek
out
sponsors
prior
to
submitting
the
proposal,
but
we
can
and
will
happily
assist
in
approaching
sponsors
in
the
cases
of
unaffiliated
presenters.
The
quality
of
the
presentations
is
our
top
priority,
but
we
simply
must
ensure
that
each
seminar
in
the
schedule
has
covered
its
overhead
costs
of
production.
(cont)
If
you
would
like
to
propose
a
seminar,
please
submit
the
following
information
via
email
to
[email protected]
no
later
than
Monday,
February
15th:
1.
Presenter
name(s)
2.
Proposed
title
3.
Preferred
venue
(Study
vs.
Gallery)
4.
Target
audience
(novice,
cocktail
enthusiast,
professional,
or
some
mix
therein)
5.
Short
2­3
paragraph
description
of
seminar.
Be
sure
to
really
tout
what
makes
this
concept
unique!
6.
Drink
service
description,
including
tastings,
demonstrations,
and
any
hands­on
components
7.
Secured
sponsor(s)
(if
any),
or
sponsors
you
wish
to
approach
8.
Any
schedule
conflicts
in
the
five­day
window
of
the
event
(Friday,
May
14th
through
Tuesday,
May
18th)
that
we
should
be
aware
of
Seminar
proposals
will
be
reviewed
until
Monday,
February
15th.
If
you
require
assistance
lining
up
sponsors,
please
send
in
your
proposal
as
early
as
possible
such
that
we
have
ample
time
to
find
appropriate
sponsors.
Similarly,
if
you
are
a
brand
looking
to
sponsor
an
existing
seminar,
please
let
us
know
such
that
we
may
keep
an
eye
out
for
suitable
proposals.
Now,
if
the
brilliance
of
your
idea
simply
cannot
be
contained
within
the
walls
of
Astor
Center,
or
if
you
think
it
would
in
fact
be
better
suited
to
a
different
sort
of
setting
–
be
that
at
a
museum,
an
art
gallery,
a
music
venue,
a
barber
shop,
or
out
on
a
boat
–
we
eagerly
encourage
you
to
team
up
with
a
sponsor
(or
two,
or
three)
to
propose
an
off­site
branded
event.
For
guidelines,
suggestions,
and
submission
information,
please
email
[email protected]
and
request
the
complete
2010
Partnership
Deck.
Bottoms
up.
Media Contacts:
Hanna Lee or Jennifer Anderson
Hanna Lee Communications, Inc.
212-527-9969 (office) / 646-752-1526 (cell)
[email protected]
[email protected]
FOR IMMEDIATE RELEASE
Manhattan Cocktail Classic’s Fall Preview
Makes Tipple History in the Big Apple
More Than 18,000 Artisanal Drinks Shake Up the City
During the Two-Day Celebration; All Eyes on May 2010
NEW YORK, October 13, 2009—The Big Apple will never be the same after the success of
The Manhattan Cocktail Classic’s Fall Preview, New York City’s first-ever multi-day
celebration of all things cocktail-related, held on October 3-4, 2009. About 6,000 handcrafted
drinks were poured at the weekend’s educational seminars and at the Official Bar at the Astor
Center. An estimated 12,000 tipples (needing 800 pounds of ice) were served at the glamorous
Sunday night gala at The New York Public Library. Not surprisingly, the events became the
talk of Gotham and the stage has been set for the Manhattan Cocktail Classic’s main event,
which will take place in May 14-18, 2010.
“I am nothing short of overwhelmed by the cocktail community's enthusiastic embrace of the
Manhattan Cocktail Classic Fall Preview,” said founder Lesley Townsend. “I know now that
we're absolutely going to have the forward momentum necessary to carry us through an
amazing five-day event in May.”
In addition to their copious consumption of cocktails, the Sunday night gala’s 1,000 guests went
through three whole smoked pigs (heads and tails intact), 300 pounds of smoked pork, 20 sides
of smoked salmon, 75 pounds of cheese, 60 massive turkey drumsticks and 4,000 freshlyshucked oysters. They were duly enabled by 150 of the Metropolitan area’s best bartenders.
The two-day event enjoyed enormous support from the beverage industry and the media, with a
total of nearly 100 sponsors participating.
About the Manhattan Cocktail Classic
The Manhattan Cocktail Classic is New York City’s first ever multi-day event celebrating the
history, contemporary culture, and artful craft of the cocktail. Part festival, part fête, part
conference, part cocktail party, the Manhattan Cocktail Classic brings together the unparalleled
talents and opportunities of the bars, bartenders, and restaurants of our great city for two days of
activities, both educational and celebratory in nature, championing the common ideals of
authenticity, equality, sustainability, service, and pleasure. (There will be some drinking
involved, too.) For additional information, kindly visit www.manhattancocktailclassic.com.
###
1 of 1
2009
Fall
Preview
Media
Attendance
A
Muddled
Thought
Blog
Alcademics.com
AOL
The
Atlantic
Behind
the
Burner
Black
Book
Magazine
Bloomberg
Bon
Apétit
Boston
Globe
Brides
Magazine
Business
Week
California
Monthly
CBS
CBSNews.com
Cheers
Magazine
ChiChi212.com
Chili
Magazine
CNN
Condé
Nast
DC
Spirits
Details
Magazine
Dinner
With
The
Band
DizzyFizz
Down
by
The
Hipster
(DBTH)
Drink
of
the
Week
ELLE
DÉCOR
Epicurious.com
Esquire
Magazine
Examiner
Fast
Company
Magazine
Financial
Times
Fine
Cooking
Magazine
Food
&
Wine
Magazine
Food
Network
Food
Network
Magazine
Forbes
Life
Fortune
FOX
&
Friends
Gayot.com
Gifted
Rums
Guide
Glamour
Magazine
Gotham
Magazine
Gourmet
Magazine
HalogenLife
Hamptons
Cottages
&
Gardens
Imbibe!
KimberlyBelle.com
Leather
District
Gourmet
Libation
Diaries
Liquor.com
Los
Angeles
Times
Lush
Life
LXTV
Manhattan
Magazine
Market
Watch
Marthastewart.com
Maxim
Magazine
Men's
Fitness
Metromix
Metropolitan
Home
Nation's
Restaurant
News
National
Academy
of
Television
Arts
&
Sciences
New
York
Emmy
Awards
National
Rum
Examiner
NBC
New
York
Barfly
New
York
Daily
News
New
York
Insider
TV
New
York
Law
Journal
New
York
Magazine
New
York
Post
New
York
Sun
New
York
Times
New
York
Times
Magazine
New
Yorker
Nightclub
&
Bar
Notesonaparty.com
Nybarfly.com
NYC
Recession
Diary
NYCsidewalker.com
Organic
Spa
Magazine
PartyDigest.com
Planet
Operetta
Productions
LTD
Quantas
In‐Flight
Magazine
Radius
Beverage
Trends
Magazine
Restaurant
Guys
Radio
Santé
Saveur
Saveur.com
Savorycities.com
SELF
Magazine
SeriousEats.com
SF
Chronicle
Shecky's
Sheckys.com
Small
Screen
Network
Stage
Left
Steve
and
Paul's
Cocktail
Buzz
Style
Music
TV
Tasting
Panel
Tasting
Table
Time
Out
NY
Town
&
Country
Travel
&
Leisure
Magazine
Travellady.com
US
Weekly
Wall
Steet
Journal
Washington
Post
Watch!
Magazine
WETV.com
Whiskey
Magazine
Wine
&
Spirits
Magazine
Wine
Enthusiast
Magazine
Wine
Spectator
WOR
Radio