2017 MGM Sales Playbook - December 12, 2016

ENCORE EVENT TECHNOLOGIES
2017 MGM SALES PLAYBOOK

Christopher Walsh
Vice President, Onsite Sales

December 12, 2016

Strictly Private & Confidential
Encore Event Technologies 2016-2017

Table of Contents

Executive Summary Page
Matrixed Organization Chart 1
Twelve Month Sales Playbook & Initiatives 2
2017 Sales Forecast, Sales Guarantee & Sales Variance 3
2017 Commission Forecast, Commission Estimate & Commission Variance 13
2017 Commission Forecast, Commission Guarantee & Commission Variance 14
Support Materials 15
16

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

Executive Summary

Encore Event Technologies (Encore), the fast-growing Freeman event technology division providing industry leading
technology solutions in more than 180 hotel, casino and resort locations throughout the United States, was awarded
the partnership agreement to provide in house event technology services in all MGM Resorts International hotel,
conference center and casino locations beginning in early 2016.

Prior to this agreement, Encore was providing dedicated event technology services at Mandalay Bay for over fifteen
years and more recently in MGM Grand Detroit and Mandarin Oriental Las Vegas.

Under the new partnership agreement, MGM becomes Encore’s largest customer representing nearly $80M in annual
topline revenue providing exceptional event technology solutions, equipment, rigging and related support services
and seamless customer service throughout all MGM Resorts' destinations to meet the needs of a growing convention
market. For MGM, the partnership allows MGM Resorts to leverage over $100 million dollars of cutting-edge
equipment and the vast reach of Encore to strengthen its position as a leader in the meetings and convention industry
while delivering a superior, comprehensive experience from beginning to end of the meeting process for end user
customers.

Beginning in March 2016, Encore initiated an aggressive property launch schedule, opening a new MGM location
every 25-35 days. The opening schedules included CAPEX, staffing, Employee & HR Training and more beginning with
MGM Grand in Las Vegas followed by Aria, Vdara, Bellagio, Mirage, Beau Rivage, New York : New York, Luxor, Monte
Carlo, Excalibur, Circus Circus and Gold Strike. The final location rollout, MGM National Harbor, was successfully
opened December 8th in National Harbor, DC. (Four Seasons at Mandalay Bay is on the calendar for on-property
Encore support at a later date).

To round out the new partnership agreement, Encore will begin its first true annual sales cycle in all MGM locations in
2017. Each location will align its sales efforts to Encore’s new MGM Sales Playbook and matrixed organization
structure. The twelve-month playbook serves as a strategic sales plan outlining sales and commission targets,
dedicated sales leadership, new sales development and visual sales development initiatives and monthly/quarterly
partnership reporting.

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

2017 ENCORE MGM
DEDICATED SALES LEADERSHIP & SUPPORT

MATRIXED ORGANIZATION CHART

Bill Jett Larry Luteran
Encore Freeman
SVP, Operations EVP & CSO

Chris Walsh Rich Frei
VP, VP, Hotel Ops

Onsite Sales (MGM)

Joe Settipani Grant Riley Jim Lordon DET
Director, Director, Sales Dev Director, Encore MGM
Sales Training
Visual Sales Dev (MGM) Location

Jon Esteban Encore MGM Sales
Regional Manager, Positioned
Associates
Visual Sales Dev

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

January 2017
Encore Sales Department Realignment
• Hired - Director, Sales Development (MGM)
• Hired - Dedicated Regional Manager, Visual Sales Development (MGM)
• New Assignment – VP Mktg & Sales Development moves to VP, Onsite Sales
• New Assignment - Director, Sales Dev (West) moves to Director, Sales Training (MGM, CORE, Tech)
• Open Requisition - 2nd Regional Manager, Visual Sales Development (MGM)
• Possible Encore Productions dedicated Account Executive to MGM locations
Communication & Collaboration:
• MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Kickoff Call, January 4th.
o Announce sales structure, dedicated sales support, weekly call schedule.
o All MGM Sales Positioned Associates (DOS, SMET, SM) required to attend
o Encore Productions representatives invited to attend.
Communication & Collaboration:
• MGM Sales “Top 6” Team Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Kickoff Calls, January 4th – 6th.
o Individual one on one location kickoff call launches Wednesday, January 4th – 6th.
o Specialty drill down call only to Mandalay Bay, Aria/Vdara, Bellagio, MGM Grand, Mirage and
National Harbor DET & SMET’s.
o Weekly business opportunity review, sales progress towards budgets & event capture progress.
Includes goal setting & review, top opportunities & projects, staffing, sales training, early
customer communication.
Encore MGM Price Review
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Completion by January 31 .
o Initiate formal annual pricing review process and pricing changes
o Applies to all MGM locations and includes contractual gear, labor and production rates.
Encore MGM Sales Incentive Review
• Responsibility: VP, Onsite Sales
• Target Date: January 31
o Initiate formal review of sales incentive & bonus programs specific to all Encore MGM Sales
positioned associates (DOS, SMET, Sr. SMET, SMET, etc)
o Evaluate potential annual distribution, individual incentive plans vs current three tier program.
MGM Sales CRM Data Launch
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Launch on all MGM Team and Top 6 Calls in January 2017.
o Begin mandated process of CRM data review in sales cycle looking for event trends, customer
loyalty, discounting & more with goal of reducing encroachment and increasing Encore
Productions support of large events in MGM locations.
o Create Form Site CRM data request form with XLSX backend database

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

January 2017 (Continued)
Vivien Space Modeling of Top 6 MGM Locations
• Responsibility: Director, Visual Sales Development
• Target Date: Launch on all MGM Team and Top 6 Calls in January 2017.
o Fast-track & complete Vivien™ modeling assignments in Top 6 MGM locations
o Includes complete measurement and texture mapping requirements
o Mandalay Bay, MGM Grand LV, Aria/Vdara, - Wave 1
o Bellagio, Mirage and National Harbor – Wave 2
On-Demand Vivien Event Rendering Service for all MGM Locations
• Responsibility: Director, Visual Sales Development & Reg. Manager, Visual Sales Development
• Target Date: Launch on all MGM Team and Top 6 Calls in January 2017.
o Launch dedicated event rendering service to all MGM Properties.
o Implement new rendering requirement in sales process to include rendered images for all
General Session quotes in Ballrooms & commonly sold sets.
o Build archive of all rendered set for creative visuals on the iPad during site visits and
customer/prospect presentations.
Encore Productions Capture Assistance
• Responsibility: VP, Onsite Sales
• Target Date: January 2017
o Launch Leverage Program to reduce encroachment & increase event capture
o Have Encore Productions provide dedicated Account Executive to MGM locations
o Review of all production opportunities in MGM locations via definite business lists & CRM
o Provide guest presenter opportunities for Productions on Top 6 and MGM Team Calls.
CORE Sales Recruiting Program Launch
• Responsibility: VP, Onsite Sales & Director, Sales Training
• Target Date: January 9th, 2017
o Eight-week program designed to secure new sales talent for the organization
o Four weeks “On The Job” Training in Encore Vegas locations
o Four Weeks “Classroom” training in both Encore and Freeman Las Vegas warehouses.
o Presentations hosted by Director, Sales Training and numerous guess speakers.
o Qualified CORE participants are full-time Encore Associates & will become SMET’s in MGM or
Encore Vegas hotels.
“Top 6” Focus MGM Event Technologies Showcases
• Responsibility: VP, Onsite Sales, VP, Hotel Operations, Director, Strategic Accounts
• Target Date: January 15th – January 31st, 2017
o Elevate the customer experience with eye opening technologies in the sales cycle
o Host an Event Technology showcase for key MGM Hotel Team Members
o Expose team members to Encore capabilities and high quality meeting room standards
o Day 1 - Mandalay Bay, MGM Grand LV, Aria/Vdara
o Day 2 - Bellagio, Mirage and National Harbor

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

February 2017
Quarterly Business Review Scheduling
• Responsibility: VP, Hotel Operations, Director, Strategic Accounts, VP, Onsite Sales
• Target Date: Complete Scheduling by February 28th, 2017
o Request calendar date and time for property level QBR.
o Collaborative quarterly discussion on Encore’s sales and operations performance.
o QBR’s to be archived for reference in company SharePoint site.
Launch Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
o New dashboards provide Encore’s progress towards MTD & YTD sales and capture goals.
o Designed for distribution in Hotel’s Daily Stand Up Meeting, Weekly Hotel Sales Meeting
o Format design mirrors Quarterly Business Review and is designed for efficiency and familiarity.
o Sales Dashboards include: 1.) Topline Revenue vs. Hotel Budget, 2.) Commissionable Revenue
vs. Hotel Budget, 3.) Capture Rate, 4.) Site Visits, 5.) Top Event, 6.) Site visits participated, 7.)
Site visits not Included
o Compilation of monthly Sales Dashboards shared with MGM Executive Team (Dominguez,
Bowling, Sparks, etc.)
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

March 2017
Quarterly Business Review (QBR) presentations to all MGM Hotel locations

• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: March 1st – March 31st

o Encore Marketing supported initiative for all materials, presentation materials for consistent
look and feel. Financials included in presentation to VP, Sales & Rev. Mgr .

o 60 minute or less quarterly presentation of Encore’s quarterly progress toward annual sales
and operations goals.

o Encore QBR Presentation Team includes DET, DOS, VP, Str. Accounts (Frei), Dir., Sales
Development (MGM).

o Additionally, Encore SVP, OPS or VP, Onsite Sales may participate if needed.
o Compilation of QBR’s will be shared with MGM Executive Team in timely manner (Dominguez,

Bowling, Sparks, etc.).
Distribute Customer Facing Property-level Sales Dashboards

• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

April 2017
Encore MGM Account Review
• Responsibility: SVP, Ops, VP, Onsite Sales, VP, Hotel Operations, Dir., Str Accts,
• Target Date: Mid- April
o Quarterly meeting with Sid Pike to review Encore’s account progress
o Milestone performance discussions for all 14 locations
o Performance to budget, initiative launches and more.
o Audience to be determined.
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

May 2017
Quarterly Business Review Scheduling
• Responsibility: VP, Hotel Operations, Director, Strategic Accounts, VP, Onsite Sales
• Target Date: Complete Scheduling by month end
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

June 2017
Quarterly Business Review (QBR) presentations to all MGM Hotel locations
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: June 1st – June 30th
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

July 2017
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

August 2017
Quarterly Business Review Scheduling
• Responsibility: VP, Hotel Operations, Director, Strategic Accounts, VP, Onsite Sales
• Target Date: Complete Scheduling by month end
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

September 2017
Quarterly Business Review (QBR) presentations to all MGM Hotel locations
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: September 1st – September 30th
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

October 2017
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

November 2017
Quarterly Business Review Scheduling
• Responsibility: VP, Hotel Operations, Director, Strategic Accounts, VP, Onsite Sales
• Target Date: Complete Scheduling by month end
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

December 2017
MGM Collaboration Day
• Responsibility: Dir., Sales Development
• Target Date: Annual Event, Date determined by MGM
o Annual single day MGM collaboration event with Encore Event Technologies participation
o Presentation of Encore Event Technologies services to 100-200 MGM Associates
o Includes Mike Dominguez, Marti Sparks and other high level MGM Team Members
o Presentation of best practices, new & trending hospitality items, Team building exercises
o Volunteer activity giving back to the community
Quarterly Business Review (Year End) QBR presentations to all MGM Hotel locations
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: December 1st – December 31st
Distribute Customer Facing Property-level Sales Dashboards
• Responsibility: VP, Onsite Sales, Dir., Sales Development, Property DET or DOS
• Target Date: Monthly Assignment
MGM Sales Development “Team” Call (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing
MGM Sales “Top 6” Team Calls (Recurring Weekly – 30 minutes)
• Responsibility: VP, Onsite Sales & Director, Sales Development (MGM)
• Target Date: Ongoing

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

2017 ENCORE MGM
SALES FORECAST, SALES GUARANTEE & SALES VARIANCE

Mandalay 2017 Sales Frcst 2017 Sales Guar Sales Variance
Aria/Vdara $ 30,500,000 $ 30,924,995 $ (424,995)
Bellagio $ 14,000,000 $ 19,432,340 $ (5,432,340)
MGM Grand $ 12,000,000 $ 12,517,089 $ (517,089)
Mirage $ 10,500,000 $ 15,700,996 $ (5,200,996)
Natl Harbor $ 6,500,000 $ 9,606,862 $ (3,106,862)
Mandarin $ 1,500,000 $ 1,893,623 $ (393,623)
MGM Detroit $ 1,300,000 $ 1,238,085 $ 61,915
Beau Rivage $ 1,000,000 $ 897,634 $ 102,366
NY NY $ 750,000 $ 1,658,490 $ (908,490)
Luxor $ 600,000 $- $ 600,000
Monte Carlo $ 500,000 $ 566,312 $ (66,312)
Excalibur $ 400,000 $ 1,489,836 $ (1,089,836)
Circus Circus $ 125,000 $ 100,420 $ 24,580
Gold Strike $ 100,000 $- $ 100,000
Four Seasons $ 60,000 $- $ 60,000
Total MGM $- $- $-
$ 79,835,000 $ 96,026,682 $ (16,191,682)

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

2017 ENCORE MGM
COMM FORECAST, COMM ESTIMATE & COMM VARIANCE

Mandalay 2017 Comm Frcst 2017 Comm Est Comm Variance
Aria/Vdara $ 11,590,000 $ 10,806,000 $ 784,000
Bellagio $ 5,320,000 $ 6,852,848 $ (1,532,848)
MGM Grand $ 4,560,000 $ 4,414,000 $ 146,000
Mirage $ 3,990,000 $ 5,536,843 $ (1,546,843)
Natl Harbor $ 2,470,000 $ 3,388,000 $ (918,000)
Mandarin $ 570,000 $ 642,520 $ (72,520)
MGM Detroit $ 494,000 $ 506,000 $ (12,000)
Beau Rivage $ 380,000 $ 352,653 $ 27,347
NY NY $ 285,000 $ 631,860 $ (346,860)
Luxor $ 228,000 $- $ 228,000
Monte Carlo $ 190,000 $ 295,010 $ (105,010)
Excalibur $ 152,000 $ 573,920 $ (421,920)
Circus Circus $ 47,500 $ 81,200 $ (33,700)
Gold Strike $ 38,000 $- $ 38,000
Four Seasons $ 22,800 $- $ 22,800
Total MGM $- $- $-
$ 30,337,300 $ 34,080,854 $ (3,743,554)

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

2017 ENCORE MGM
COMM FORECAST, COMM GUARANTEE & COMM VARIANCE

Mandalay 2017 Comm Frcst 2017 Comm Guar Comm Variance
Aria/Vdara $11,590,000 $7,780,320 $3,809,680
Bellagio $5,320,000 $4,934,051 $385,949
MGM Grand $4,560,000 $3,178,080 $1,381,920
Mirage $3,990,000 $3,986,527 $3,473
Natl Harbor $2,470,000 $2,439,360 $30,640
Mandarin $570,000 $462,614 $107,386
MGM Detroit $494,000 $364,320 $129,680
Beau Rivage $380,000 $253,910 $126,090
NY NY $285,000 $454,939 $169,939
Luxor $228,000 0 $228,000
Monte Carlo $190,000 $212,407 -$22,407
Excalibur $152,000 $413,222 -$261,222
Circus Circus $47,500 $58,464 -$10,964
Gold Strike $38,000 0 $38,000
Four Seasons $22,800 0 $22,800
Total MGM 0 0 0
$30,337,300 $5,799,085
$24,538,215

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.

Strictly Private & Confidential
Encore Event Technologies 2016-2017

2017 ENCORE MGM
MONTHLY SALES DASHBOARD

This document is the proprietary property of Encore Event Technologies.
Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement.