THE PANAMA/SAN DIEGO LINK – 1915 & 2015

2015 CELEBR

EBRATION: PRESENTED BY PANAMA

& PANAMA TOURISM AUTHORITY

THE SPONSORSHIP OPPORTUNITY OF THE CENTURY The occasion of the 100th anniversary of the opening of the Panama Canal, and the completion of the widening of the canal to accommodate the maritime demands of the 21st century provides a not-to-be-missed opportunity to launch a multi-year promotional campaign that will highlight Panama as an exciting, stable and self-sufficient nation poised to lead the Central American region into a prosperous new era. The business, political, and cultural leaders of Panama are invited to extend their presence on the world stage by joining San Diego in a 2015 Celebration of the 1915 Panama-California Exposition where tribute will be paid to the extraordinary and multi-faceted impact of these two milestone events.

PANAMA AS PRESENTING SPONSOR: A POSITION OF PROMINENCE As the Presenting Sponsor of the 2015 Celebration of the 1915 Panama-California Exposition, Panama - its tourism, retirement, business and cultural amenities - will be front and center, as an anticipated one billion media impressions, delivered to the affluent consumers of the United States, will drive a projected 40 million visitors to San Diego in 2015. The 2015 Celebration will attract over 13 million visitors to Balboa Park for events and activities, all “Presented by Panama.” Join us, and the world, in San Diego in 2015. The “Presenting Sponsor” position for the 2015 Celebration is anticipated to exceed $20 million in promotional and experiential value. A customized cost and benefit package is currently available for negotiations.

PANAMA & SAN DIEGO TOGETHER ON THE WORLD STAGE In 2015, an event honoring the 100th anniversary of the 1915 Panama-California Exposition will be hosted in San Diego, the eighth largest city in the United States, and centered in Balboa Park. This Celebration, designed to attract local, national, and international visitors and media, will showcase and advance the importance of Balboa Park and its institutions; promote the economy and reputation of the region; and expose sponsors to millions of consumers. The global attention and promotional opportunities of this historic event need not be limited to the Centennial year. In the early days of the 20th century, the civic leaders of San Diego believed that the completion of the Panama Canal represented a transformational opportunity; a “bridge” to world commerce. Our city, with a population of less than 50,000 people at the time, hosted a world exposition that would forever link Panama and San Diego. It could be said that San Diego of the 21st century was borne from the pioneer spirit, perseverance and progress manifest in the success of the Panama Canal, the country of Panama and its people. This milestone event represents a unique marketing and promotional opportunity directed at local, national and international audiences. The 2015 Celebration will showcase San Diego, Balboa Park and our sponsoring partners on the world stage. It will leverage a thriving cross-border, largely Hispanic local market, and a proven visitor destination supported by a ready-made drive market, which delivers millions of visitors to the region annually. Local San Diego leadership has proven successes in the planning and execution of major public events including three NFL Super Bowls, a national political convention, and the annual Comic Con convention.

SAN DIEGO: A PROVEN BUSINESS AND TOURISM DESTINATION San Diego/Tijuana (Cali-Baja) Mega-Region The success of the 2015 Celebration will be driven by our location. There are only 40 mega-regions in the world, which -- when combined -- are responsible for roughly two-thirds of the world’s economic activity and 85 percent of all global innovation. San Diego/Tijuana places among the top ten, as ranked by economic activity. The 2015 Celebration will draw upon the 5.2 million people in the San Diego/Tijuana mega-region and the 18 million in the Los Angeles mega-region, to create millions of first-hand impressions and hundreds-of-millions of media impressions for sponsors. Media Impressions/Sponsor Exposure An anticipated $10 million base marketing and advertising budget will significantly build awareness and drive visitors to the San Diego region and Balboa Park. A dedicated marketing campaign of this magnitude, beginning six to nine months in advance of 2015, is projected to yield 950+ million media impressions. This campaign, as proposed, would include national television, utilizing target cable networks, spot television in key feeder markets, digital and on-line media, plus social and print media. It is anticipated that the total media impressions will double to nearly two billion for the duration of the campaign through a partnership and co-branding with the San Diego Convention & Visitors Bureau. Visitor Traffic & Projected Attendance Currently, the San Diego Convention & Visitors Bureau estimates that 30 million visitors come to San Diego annually from outside the region. When combining locals and visitors, Balboa Park receives an estimated 10 million visitors per year. The San Diego Convention & Visitors Bureau projects a 30 percent annualized increase in visitors to San Diego and Balboa Park in 2015, as a result of the projected $10 million marketing investment and co-branding. Attendance at 2015 events and activities will be exponentially enhanced by the proposed marketing investment; resulting in upwards of 40 million visitors to San Diego and 13 million visitors to Balboa Park in 2015.

A Target Audience of Active Consumers Over 89 million Americans comprise the target audience for media contact for the 2015 Celebration, with more than 33 million living in the West or Southwest United States. This target represents a consumer sweet spot: Adults 25+ 58% female 42% male Married, 75% with children 75% with an annual income of $75,000 or more Have an active lifestyle including travel $50 Million Proposed Budget With input from creative programming teams, event and financial consultants, the proposed budget for the 2015 Celebration is targeted to be $50 million. This includes a comprehensive programming package designed to attract national and international attention (shown below), plus funding for the operating and management entity, Balboa Park 2015 Celebration, Inc. Local Sponsorships & Earned Revenue Support 2015 Celebration Major corporate sponsorships are being sought from national and international corporations, (such as Sony, HP, Panasonic, Qualcomm, Life Technologies, and Proctor & Gamble) to underwrite pavilions, exhibits, events, and performances. Ongoing meetings are underway with local business and corporate leaders, as well as local philanthropists, to promote the 2015 Celebration and solicit support funding. San Diego is home to more than 70 local foundations with appreciable assets. While several foundations have contributed to date, many more will be approached with funding requests for the 2015 Celebration. In addition, earned revenue is expected to represent one-third of all income, as fees will be charged to attendees, vendors, and other participants, and from merchandise sales, licensing, and exclusivity agreements.

2015 CELEBRATION MAJOR EVENTS AND PROGRAMMING Nationally Televised Opening Ceremonies (New Year’s Eve, 2014) In a symbolic tribute to the original 1915 opening ceremony, the entire City of San Diego, and potentially a national television audience, will be invited to celebrate the Centennial kick-off with the thematic lighting of the San Diego Bay Bridge (Coronado). Upwards of 1 million people will line San Diego Bay to experience new original music, performances by major musical artists and a fireworks extravaganza to mark the beginning of this year-long celebration. Three Major Outdoor Pavilions: INNOVATION STATION

Innovation Station will function as a World of Tomorrow-like showground, with technology-focused displays and astonishing user-interaction features. It is envisioned as a series of pavilions, each sponsored by a local, national, or international corporation. Each pavilion will feature bleeding-edge concepts driven by discoveries in mathematics, science, engineering, chemistry, biology, technology, and similar fields. The practical application of these discoveries will represent new tools, toys, and abilities in such familiar sectors as sports, the military, medicine, aerospace, communication, transportation, the environment and more. INTERNATIONAL VILLAGE

The International Village is envisioned as a realm unto itself, a place where visitors can spend more than a day exploring and discovering. Concerts, lectures, demonstrations, and special events will be programmed regularly and held on- and off-site. Visits by foreign, national dignitaries and personalities would occur. The sense of being in the country represented by the Internatinal Village would be strong. Ethnic food restaurants, products for sale, and traditionally costumed people would be part of the International Village, all linked to the international theme.

SAN DIEGO ALIVE San Diego ALIVE is envisioned as a state-of-the-art interactive entertainment zone, based upon popular interactive events such as the “NFL Experience” and “MLB Fan Fest.” San Diego ALIVE” will highlight the active lifestyle that embodies the Greater San Diego area. “Fun in the Sun” sports and games could be featured daily, including beach volleyball exhibitions, skate boarding, rollerblading, BMX and mountain biking, portable surfing, giant chess and checkers, super kites, baseball and football skill challenges, frisbee dogs, golf simulators and more. Captivating Cultural Campus All 27 art and cultural institutions within Balboa Park will play a role in the 2015 Celebration. Most institutions are in the process of formulating upgraded and thematic exhibitions for 2015. These cultural institutions will provide 365 days of core programming for the Celebration. BRAVO Balboa Park Historic buildings and plaza areas throughout the Prado will come alive with a custom digital-mapping video, dramatic lighting and music extravaganzas. Buildings and surrounding areas have a life all their own as images appear magically, transforming the structures themselves into storytelling. Horton’s Hometown Wholiday Hometown hero Theodor Geisel, known to us as Dr. Seuss, will be celebrated with a Dr. Seuss-themed parade complete with several “whos” marching and dancing to the sounds of Seussical the Musical.

CREATE THE EXTRAORDINARY…

100 Years of Innovation in San Diego Video A new original video based on the impact San Diegans have had on the world will welcome visitors to the Celebration. From the innovative original design of the San Diego Zoo to human genome sequencing, from extreme sports to the Navy SEALS extreme training facilities, from Dr. Salk to Dr. Seuss, this video will emphasize how San Diego’s science, business, government, artistic and community leaders have changed the world. Revolutionary Thinking In collaboration with businesses around the region – especially high-tech and bio-tech – displays, tours, and special programs, with a distinct thematic link to the 2015 Celebration, will be offered at the facilities of local firms. Cool Times Around Town As a strategy to incorporate the numerous regional entertainment and educational assets, and extend the 2015 celebration throughout the region, the Celebration will sanction and co-market events operated by independent entities. Special film, dance, music, theatrical, artwork, musical, and other programs, presentations, exhibits, festivals and conferences will be sanctioned throughout the year.

2015 CENTENNIAL CELEBRATION IS: CELEBRATING SAN DIEGO’S PAST, PRESENT & FUTURE

PROGRESS, PROSPERITY, OPPORTUNITY

INNOVATION, IMAGINATION, INSPIRATION

CREATIVITY, DIVERSITY, PARTICIPATION

FUN

A VAST PALETTE OF SPONSORSHIP OPPORTUNITIES FOR PANAMA AND PANAMANIAN BUSINESSES Following the anniversary celebration of the opening of the Panama Canal, the 2015 Celebration provides a platform for Panama to continue to communicate to the world. Sponsorship opportunities will be custom tailored to serve the Panamanian tourism industry, Panama’s plentiful and attractive investment and retirement options, as well as the diverse educational, artistic and cultural offerings. Here are only a few conceptual promotional opportunities:

“LIVE FROM PANAMA” Summer of 2014 Entertainment & Historical Preview Live from Panama will be a summer-holiday television special focused on the 100th anniversary celebration of the opening of the canal. It will follow several of the world’s tallest sailing ships as they navigate the Panama Canal (westbound) heading to the west coast of the United States for the kick-off of the 2015 Celebration in San Diego. Featured will be musical and cultural performances by top Panamanian artists and personalities.

Panama Pavilion A 30,000 to 40,000 square-foot temporary structure will be home to the House of Panama, a cornerstone element for an International Village in Balboa Park. The House of Panama will contain multi-themed areas where thousands of visitors daily will learn about tourism and retirement living in Panama, real estate investment and development opportunities, as well as Panamanian art, culture and cuisine. Major Panamanian companies and business can have a high-profile presence, and their products seen and sampled by millions of visitors. Visitors to the Panama Pavilion may wash down a sancocho with a cerveza, (Panama or Balboa!), while mesmerized by spectacular Tamborito shows. They’ll become enchanted by this festival of color, lights, music, food, and fun – mystically transported to another place – Panama. This is the ultimate in experiential marketing that will entice tourists and retirees to make Panama their next travel destination.

Panamanian Indigenous Crafts Museum Exhibition The hand-crafted and intricately designed artisan products of the seven recognized ethnic indigenous groups of Panama represent the contents for a professionally curated museum exhibition during the 2015 Celebration. The bright geometric textile patterns of the Kuni, the dramatic animal and bird masks of the Embra, Tagua nut carvings, and Wounaan rainforest baskets provide the foundation for spectacular display and story of indigenous Panamanian craft art.

Bridges to Panama Visual artists from around the world will submit ideas for a juried competition resulting in the commission of a permanent, large-scale visual art exhibit (sculpture) which pays tribute to and interprets the concept of “bridges”… bridges for business (e.g., connecting trade and commerce such as the Panama Canal), bridges for humanity, and bridges from our past to the future.

Educational, Artistic & Cultural Exchanges Utilizing the anticipated volume and diversity of programs produced by or affiliated with the 2015 Celebration, numerous opportunities will exist for educational, artistic and cultural representatives from Panama to participate and enrich these programs. Engaging the technology and corporate business sector that already exists, will set the stage for unique cross-cultural networking and business-to-business opportunities that are mutually beneficial.

Additional Benefits of Panama Partnership: All-inclusive hospitality passes Meet & Greet opportunities Broadcast, print, outdoor advertising Website recognition Cross Marketing Tie-ins News Conference inclusion Inclusion in promotional materials

Program inclusion Signage & recognition at off-site events Advertising on credentials Branded premium items Social Media promotions Networking event sponsorships

A SYMBOL OF THE LONG-LASTING FRIENDSHIP BETWEEN TWO COUNTRIES AND AN OPPORTUNITY TO BUILD EVEN STRONGER BRIDGES THAT CONNECT US ECONOMICALLY, CULTURALLY & PROFESSIONALLY.