This is a document we have used to entice vendors to set up shop at our event. It includes an overview of all pertinent event info up to this point. “The Great American Food and Music Fest”, the first live entertainment event to bring together America’s best iconic food purveyors, musicians, and celebrity chefs, to be held June 13th, 2009 from 11 a.m. to 7 p.m. at the Shoreline Amphitheater in Mountain View, California.

1. June 13, 2009
Shoreline Amphitheater
Moutainview, CA Hosted by: Bobby Flay

2. Fest Overview
• “The Great American Food and Music Fest”, the first live entertainment
event to bring together America’s best iconic food purveyors, musicians, and
celebrity chefs, will be held June 13th, 2009 from 11 a.m. to 7 p.m. at the
Shoreline Amphitheater in Mountain View, California.
• 10,000 people will gather to eat America’s most beloved foods* made by the
best of the best: Carnegie Deli Pastrami from New York, Pink’s Chili Dogs
from Los Angeles, In ‘N Out burgers, Gates & Sons Barbecue from Kansas
City, Corky’s Ribs from Memphis, Apple Pan hickory burgers from Los
Angeles, Half-Smokes from Ben’s Chili Bowl, Washington, D.C….the best
food in America for the first time ever in one place.
• Demos and Performances by America’s best celebrity chefs
• Hosted by the Food Network’s Bobby Flay.

3. Fest Overview cont.
• Sample great American wines with wine experts Joshua Wesson and Gary
Vaynerchuck in our Wine Tasting Tent
• All accompanied by great American musicians*. Think Dr. John, The Neville
Brothers, Ralph Stanley, Robert Cray, Hot Tuna, Levon Helm, and Emmylou
Harris
• Culinary talent list*:
– Guy Fieri
– Aida Mollenkamp
– Anne Burrell
– Sunny Anderson
– Gail Simmons
–Michael Symon
*Talent list still in
development

4. Festival Elements
• Food Booths Selling Tasting-size Portions of Quintessential American Foods Made by the Best of
the Best
– Hot Dogs – Hamburgers
– Barbecue – Cheese Steaks
– Pizza – Deli Sandwiches
– Fried Clams – Ice Cream + Frozen Custard
– Cupcakes – Chocolate Chip Cookies
• American Cookin’ Stage: Music to Eat By
– Dr. John
– Neville Brothers
– Hot Tuna
– Little Feat
– Ralph Stanley
• Cooking Demo Stage
– Bobby Flay
– Sunny Anderson
– Aida Mollenkamp
– Gail Simmons
– Michael Symon
– Cooking with Kids
• Wine Tasting Tent Hosted by Gary Vaynerchuck and Josh Wesson
– Pairing Wine with Food
– How to Order Wine at a Restaurant
– Great Wines for Under $15
• Slow Food, Eat Local, Eat Organic Tent
– Is Eating Local Realistic?
– Eating Organic on a Budget
– What Does Eating Sustainably Mean?
– Future Farming

5. Show Overview
The festival will kick-off with the Northern, CA date in June 2009,
followed by a U.S. Tour In the Spring, 2010:
Location: Shoreline Amphitheater – Bay Area
Host: Bobby Flay
Timing: June 13, 2009
Expected attendance: 10,000+
Target Demographic: Primary demo of 18-49 with a broad
audience expected ranging from 5 to 75
Strong appeal to young adults and families
($80,000 + households)

6. Advertising and Promotion
• The Great American Food and Music Fest will develop partnerships with multiple media
outlets both regionally and nationally
– Print
– Radio
– Television
– Online
• A coordinated media and advertising plan will ensure broad promotion to reach all
corners of the market through:
– Approximately $40K in paid advertising
– More than $200K in promotional media trade
– Retail promotions
• The Great American Food and Music Fest projects a minimum of 10,000 attendees
seeing, tasting, and experiencing the festival and your brand throughout the day
• Multiple areas of product integration and sampling available throughout the festival
• The Great American Food and Music Fest will receive both national and regional media
coverage

7. Restaurant Opportunities
• On-site experience:
– Interactive display area(s)
at event to engage
attendees – sell food, etc.
– Opportunity to sell or
sample your products
– All expenses guaranteed
by event
– National and regional
press/media

8. For more information, please contact:
Jim Lewi Ed Levine
OR
The Agency Group Serious Eats
Events and Entertainment Dept. (212) 488-6305
(310) 385-2800 Ed@seriouseats.com
JimLewi@theagencygroup.com www.seriouseats.com
www.theagencygroupevents.com