September 25th through to September 27th, 2015

September 25th through to September 27th, 2015

GENTLEMEN’S EXPO September 25th through to September 27th, 2015 M E T R O T O R O N T O C O N V E N T I O N C E N T R E

THE GENTLEMEN’S EXPO (TGE) IS AN ANNUAL LIVE EVENT THAT CATERS TO AFFLUENT MILLENNIALS AND YOUNG GEN XERS. WE EXIST TO BRING THIS AUDIENCE COMPELLING, ENTERTAINING AND INTERACTIVE BRAND EXPERIENCES. Our audience attends TGE to celebrate all the great things that make them the men they are and to discover new and interesting ways to better themselves each and every year. They represent the most difficult to reach, yet most important demographic in history.

The Gentlemen’s Expo is much more than a traditional consumer show; it is a year long conversation that culminates in a living breathing experience. Over the past few years, we have developed an ongoing relationship with over 25,000 millennials in the GTA who now look to TGE as a home to discover and connect with the brands that help shape their lives. For three days TGE provided 25,000 of these discerning men and women a home.

OUR GENTLEMEN: Our audience is very passionate about their lifestyle and wants to engage with and discover brands that provide them with unique and memorable experiences. Love to travel, eat out, style conscious, and really experience the world they live in Socially Conscious, Early Adopters and Influencers within their networks Technically savvy and very active on multiple social channels DIVERSE INTERESTS ACROSS MULTIPLE CATEGORIES INCLUDING FOOD & BEVERAGE, HEALTH & WELLNESS, TECH & GADGETS AVERAGE HOUSEHOLD INCOME OF $85,000+ OVER 50% ARE 25-34 YEARS OLD 75% ARE 19-45 AUDIENCE OVERALL RATING FOR VALUE OF EXPERIENCE “ “ 96% WOULD DEFINITELY RETURN IN 2015 52% OWN THEIR HOME.

C A N A D A CRIME PAYS At TGE we know that when it comes to our audience, CRIME always pays (Content Rich, Immersive, Memorable, Experiences) Our audience wants to engage with your brand. They want to learn about the history behind your products, the craftsmanship or process that goes into making them and how using them can enrich their lives. This is why the Gentlemen’s Expo is such a powerful platform for your brand. Whether you have a pre existing activation or are interested in working with our team to develop a customized experience, TGE is the ideal forum to interact with a difficult to reach demographic in a unique and interesting way.

Here’s how TGE worked with some of our brand partners in 2014. INTEGRATION, EXPERIENCES & CONTENT DELIVERED AT TGE 2014 SoundStage which featured over 11 different bands playing throughout the weekend.

SPONSORED BY George St. Pierre main stage interview and autograph signing. Scotch education and tasting lounge. SPONSORED BY SPONSORED AND ACTIVATED BY

High end mixology demonstrations and sampling with Frankie Solarik and Bar Chef. The Ultimate Garage was a custom built experience and giveaway which showcased the range of Canadian Tire products including Mastercraft tools Sports Pavilion complete with multi-sport simulator, memorabilia, world pool trick shot champion and TV feeds of all weekend sports activities. The Climbing Wall brought the outdoors inside.

Attendees had the opportunity to gear up and race their friends for a shot at some very cool prizes at the top of the Wall.

SPONSORED IN PART BY SPONSORED AND ACTIVATED BY SPONSORED AND ACTIVATED BY SPONSORED AND ACTIVATED BY

THE GENTLEMEN’S EXPO 2014 HIGHLIGHTS THE GENTLEMEN’S EXPO 2014 HIGHLIGHTS OVER 125 MEDIA STORIES 2 DRAGONS GARY ROBERTS GEORGES ST. PIERRE MIELE COOKING STAGE

MARKETING, SOCIAL MEDIA & PR RESULTS WEBSITE 138,000 UNIQUE VISITORS 486,000 PAGE VIEWS 76% VISITORS ARE 25-45 YEARS OLD MEDIA 126 STORIES IN THE MEDA COVERING TGE 2,865,592,800 TOTAL GROSS IMPRESSIONS 19,438,996 TOTAL REACH ON SITE LIVE TO AIR AND DIRECT BROADCASTS FROM: EMAIL TGE Email database has grown to over 20,000 CASL Certified names Open rate on a standard stand alone email blast sits at approximately 30% A second email with a reminder on the subject matter will increase the open rate to 45%

4,670 FOLLOWERS UP 25% FROM 2013 FACEBOOK 2,301 FOLLOWERS UP 91% FROM 2013 TWITTER 561 FOLLOWERS UP 100% FROM 2013 INSTAGRAM Female 16% 83% - Male vs. All of Facebook (54%) vs. All of Facebook (46%) 10 20 30 40 50 45-54 35-44 25-34 18-24 MEN WOMEN FROM OCT 17 – NOV 16 525.3K IMPRESSIONS 16.4K IMPRESSIONS PER DAY 2.3K LINK CLICKS AVG. 70/DAY 807 RETWEETS AVG. 25/DAY 847 FAVOURITES AVG. 26/DAY 245 REPLYS AVG. 8/DAY AVG LIKES PER POST: 30

THE GENTLEMEN’S DEN The last word in sophistication and style, this area will put to rest the idea of burying your “Man Cave” in the basement and create a show stopper even your wife’s friends would be jealous of.

THE ATHLETIC PERFORMANCE CENTRE Designed to be the sports complex we all wanted in our backyard as children, The APC will feature a number of areas for you to put your skills to the test. Challenge a friend or a stranger to a friendly game of horse, maybe a test of strength in the home run and long drive area? Be prepared to put your game face on!

COCKTAIL LOUNGE Having a party? Want to make the perfect themed cocktail for your guests? Just interested in learning the difference between an Old Fashion and a Manhattan? The Cocktail Lounge will be a great place to whet your whistle while learning tips and tricks for making that memorable cocktail that will be the highlight of your next party. SOUNDSTAGE THE WHAT’S NEW IN 2015 Every year TGE looks to improve and create new and unique experiences to engage and entertain our audience, in 2014 we brought you the Ultimate Garage presented by Canadian Tire, the 102.1 Edge Soundstage, KPMG’s Start Me Up pavilion and the Newegg.Ca Vintage Arcade

DIY THEATRE Getting your hands dirty is a key interest of millennials, the DIY Theatre will be the home of How To. Classes and lessons on the basic skills involved in changing tires, to basic around the house maintenance, this area will be a must attend for those looking to learn basic skills in DIY or brush up on some of the stuff you may have forgotten. MASTER CLASSES Love your favourite drink, but wish you knew more about it? Join the Master Class’ at TGE this year as we go in-depth on some of your favourite drinks including craft beers, scotch, bourbon whiskey and cocktails VINTAGE ARCADE Last year we brought you a small sampling of your youth as you enjoyed NHL 94, Mario Kart, Duck Hunt and so much more.

This year TGE will bring a full scale arcade featuring some of today’s top games, more of your favourite classics and even some you can buy and take home.

START ME UP In 2014 The Gentlemen’s Expo introduced Start Me Up Sunday which featured 24 up and coming Toronto Start Ups. The inaugural Start Me Up campaign had over 70 interested companies vying for one of the 24 available spots, those chosen were carefully selected via a vetting process which was based on overall fit for TGE, potential audience interest and qualified as a start up (less then 1 year in business). Selected companies were asked to submit a 60 second video in advance of the show for our audience to learn more about them, their product/service and vote on their favourite. The one month voting campaign generated over 11,000 individual votes, the top four were selected and earned the right to pitch live on Sunday to a panel of judges which included Dragons Bruce Croxon and Vikram Vij.

The eventual winner, teaBOT received over $7,500 in cash and prizes to help fund their growth. Uniquely all 24 selected companies were able to exhibit and retail their products and services throughout the weekend in the designated Start Me Up Pavilion, which was one of the most popular activations at the show. This activation and its sponsors were marketed through a TTC campaign, blog write-ups, digital and social advertising. Due to an amazing response from the start up community, sponsors and attendees, in 2015 TGE is looking to double the footprint and bring on 48 Start Ups for the competition.

Building on our success, TGE will work with you to provide these future leaders and their companies a great platform to launch and grow their business.

Exhibit Space Price Corner Premium Island Premium 5x5 Startup Kiosk $750 N/A N/A 5x10 $1,500 N/A N/A 10x10 $2,250 $250 N/A 10x20 $4,500 $250 N/A 20x20 $9,000 N/A $750 Bulk Space (401-1,000 sq ft) $17.95/sq ft $500 $750 Bulk Space (1,000+ sq ft) $14.95/sq ft $500 $750 Retail Booth 10x10 $2,500 N/A N/A Exhibitors at TGE receive a hard wall booth system, carpet and company name affixed to the booth as standard. EXHIBITING

RETAIL VENDING AT THE GENTLEMEN’S EXPO Mark Twain once said: “Clothes make the man… naked people have little to no influence in society.” How true.

The Gentlemen’s Expo definitely has men, and this year we are bringing in over 30,000 attendees looking to get made. As a men’s based retailer you probably know the adage that men do not like to shop, but at TGE they definitely love to buy. Over 95% of our audience asked us to provide them with additional opportunities to buy product throughout the weekend.

Investment: $2500 for 10x10 CUSTOMIZED RETAIL BOOTH Our standard booths come with hard walls, carpet and your company name printed and affixed to the booth. For a few dollars more we’d be happy to include a change room, storage area and a few shelves to make the customer shopping experience more conducive to trying on product and finding the right size. Please note that the modular system allows for easy expansion to include multiple brands and additional storage and change rooms. 3M 2M 1M 0 5' 10' 96 96 96 96 96 96 96 96 40 40 Shelves + Garment Rail 2 Storage Room Change Room

All Rights Reserved.

No part of this publication may be reproduced, stored in any retrieval system, or transmitted in any form by any means - electronic, mechanical, photocopying, recording or otherwise - without the express written consent of Global Experience Specialists. © 2010 Global Experience Specialists Dates: Location: Requester: Designer: Job No.: Show: 14\SM\Gentlemen's Expo\SM001 Startup Kiosk 40x50 Gentlemens2014 MTCC v1.dwg , Overall, 4/10/2014 10:17:31 AM Gentlemen's Expo 2014 MTCC South Building, Toronto Kitamura, Maria ---- Detailer: Evans, Nick ---- osk 96 96 96 96 96 Shelves 2 Shelves 2 Shelves 2 Shelves 2 1mD 1m START ME UP As fellow entrepreneurs, we at The Gentlemen’s Expo (TGE) understand the challenges of trying to get a new idea off the ground.

Long days and endless nights building towards a dream that you hope your target audience will get behind. Maybe we can help!

With over 30,000 expected attendees, TGE will be the perfect place to promote your product or service. Our audience is looking to learn about new and innovative products and more importantly, they are looking to BUY! THE OPPORTUNITY So what do you get? Î Î A 5’ x 5’ turnkey kiosk solution which includes; Î Î Two Hard Walls Î Î Carpet Î Î Table Î Î Two shelves for merchandise display Î Î Your company name printed an affixed to the kiosk Î Î And of course the opportunity to sell your product to an engaged audience of over 30,000 people Participating brands will also get these additional benefits: Î Î Social Media branding and exposure via a 60 second elevator pitch video Î Î TGE will promote your participation in advance of TGE through all our social media channels Î Î The top 4 “like” getters will get an opportunity to pitch their company to a panel of judges on the TGE Main Stage Î Î The winning pitch will receive a prize package worth at least $7,500 The Investment: If you would like to explore this opportunity further, we invite you to email us at info@ gentlemensexpo.

com to learn more. We hope to see you at TGE in 2015.

ALCOHOL SAMPLING AT THE GENTLEMEN’S EXPO We have over 25,000 thirsty gentlemen that attend TGE. In addition to quenching their thirst, our attendees are looking to learn more about their favourite libations and discover new brands in their quest to becoming more interesting. TGE REDEMPTION MODEL TGE uses a redemption based model for our alcohol partners. Tokens will have a face value of $1.00 each with $0.80 (or 80%) of each token being recouped back to the respective brands. Sampling sizes will be limited to AGCO sampling guidelines and should be priced accordingly by the brands. Given the breadth of product categories we feature at TGE we have limited space available in the alcohol category.

TGE also has limited pouring exclusivity available within designated feature areas. Please note that space will be assigned on a first come first served basis. TGE offers our alcohol partners a very cost effective way to drive sampling to our 25,000+ attendees. Standard booth rates apply.

Interested in finding out more? Contact us! info@gentlemensexpo.com www.gentlemensexpo.com www.facebook.com/GentlemensExpo @GentlemensExpo The Gentlemen’s Expo GentlemensExpo CONTACT US

55+ 45-54 35-44 54% - 25-34 19-24 20% 11% 6% 9% $30,000-$50,000 $50,000-$75,000 $75,000-$100,000 Under $30,000 22% 13% 21% 8% 36% - $100,000+ Rent 52% Own Other 35% 13% Female 32% 68% - Male Senior Level Entrepeneur/ Self-Employed Entry Level 29 % 12% 17% 42% Intermediate DEMOGRAPHICS AVERAGE HOUSEHOLD INCOME AGE GENDER EMPLOYMENT LEVEL HOME OWNERSHIP The Gentlemen’s Expo attracts a high quality cross section of affluent millennial men who are looking to actively engage with your brand.

ADVERTISING PARTNERSHIPS With over $2,000,000 in earned and paid media for 2014, TGE was able to generate a tremendous amount of awareness, excitement and value for the show and brand partners that participated. TGE received rave reviews from many of the major news outlets with coverage pre, during and post event more than tripling from 2013. We fully expect 2015 to be bigger and better! MEDIA & PR 2014 MARKETING PLAN CONCEPT Create a campaign to provide gentlemen with the knowledge needed for everyday things outlined in an infographic.

Seven Versions were created: • Put on Your Pants – There’s More to it Than One Leg at a Time • Pour Like a Pro at Home – Every Gentlemen Deserves a Great Bar • Be a Gentlewoman – Everyone can Enjoy the Finer Things • So Many Reasons to come to the Show • How to Cook the Perfect Steak in your BBQ-less Condo • First Date Survival Skills – Little Things That Will Make or Break You • How to Lead a Meeting Without Them Rolling Their Eyes PLACEMENT Subway - 675 posters spanning 4 weeks Metro News – 3 Ads Nov 10, 11, 14 Gardiner Digital Billboard - 1 week

NOVEMBER 14–16 THE METRO TORONTO CONVENTION CENTRE TICKETS START AT JUST$ 30 @ WWW.GENTLEMENSEXPO.COM PRESENTED BY BRUCE COXON BEER BORN RUFFIANS CASINO FOOD FOOD GEORGES ST. PIERRE 102.1 THE EDGE’S THE NEXT BIG THING SPORTS VINTAGE ARCADE SMOOTHINI HOLLERADO ULTIMATE GARAGE SPIRITS TODD SHAPIRO START UP SUNDAY CARS *The Gentlemen’s Expo is not illegal, we promise. SHADES ALWAYS ADD MYSTERY. Caution: Remove sunglasses when driving at night. MAINTAIN YOUR WARDROBE. No extra holes, loose threads pit stains or undue smells. A LITTLE SCENT IS A NICE TOUCH. But don’t drown yourself in it, a little cologne is just right.

PERSONAL GROOMING MATTERS. Trim-and-tidy, lads, wild nose hair is never in fashion. ACCESSORIZE TO COMPLETE THE LOOK. Wrist watch, pocket square or cufflinks tie it all together MAKE A STATEMENT WITH YOUR STYLE. Seriously, are you really heading out like that? Really? THE GENTLEMAN’S HOW TO NO.

12 PUT ON YOUR PANTS THERE’S MORE TO IT THAN ONE LEG AT A TIME. NOVEMBER 14–16 THE METRO TORONTO CONVENTION CENTRE TICKETS JUST$ 30 @ WWW.GENTLEMENSEXPO.COM GET 10% OFF WITH PROMO CODE TTC The 2014 signature event for the modern gentleman - and discerning woman – is bigger, better, with more to see and do than ever. You’ll find celebrity guests, food, spirits, fashion, gadgets and gifts. Learn new skills, up your game, and have so much fun it might be illegal.* #GentsExpo *The Gentlemen’s Expo is not illegal, we promise. IF YOU FEEL LIKE GETTING CREATIVE… Remember specialties like Flaming Coffee can burn your house down.

THERE ARE A FEW BOOZE STAPLES. The major alcohol food groups should always be represented. IT’S LEGAL TO HIDE THE GOOD STUFF. But you should never, ever, serve what you wouldn’t drink. MIXERS AND ALL THAT OTHER STUFF. They not only look good, things like Bitters will last forever! BAR TOOLS AND ACCESSORIES. Grabbing ice cubes from a tray with your hands just won’t do. FULLY-STOCKED ON YOUR TERMS. You’re assembling your personal arsenal not opening for business. THE GENTLEMAN’S HOW TO NO.

34 POUR LIKE A PRO AT HOME EVERY GENTLEMAN DESERVES A GREAT BAR NOVEMBER 14–16 THE METRO TORONTO CONVENTION CENTRE TICKETS JUST$ 30 @ WWW.GENTLEMENSEXPO.COM GET 10% OFF WITH PROMO CODE TTC The 2014 signature event for the modern gentleman - and discerning woman – is bigger, better, with more to see and do than ever. You’ll find celebrity guests, food, spirits, fashion, gadgets and gifts. Learn new skills, up your game, and have so much fun it might be illegal.* #GentsExpo *The Gentlemen’s Expo is not illegal, we promise. BANDS Music acts you won’t believe, per- forming as part of the show.

You heard it here first.

SAMPLING A little bit of everything to wet your whistle and fill your belly. BOYS WEEKEND If ever there was an excuse to get out of the house and hang with the boys, it’s this. CELEBRITY TALKS Sports stars, action heros and many more will grace you with their presence. EXPERT PANELS Learn something new. Relearn something you should know but don’t remember. SPORTS ZONE Packed full of action, competition and man-like fun. SO MANY REASONS TO COME TO THE SHOW! NOVEMBER 14–16 THE METRO TORONTO CONVENTION CENTRE TICKETS JUST$ 30 @ WWW.GENTLEMENSEXPO.COM GET 10% OFFWITH PROMO CODE TTC The 2014 signature event for the modern gentleman - and discerning woman – is bigger, better, with more to see and do than ever.

You’ll find celebrity guests, food, spirits, fashion, gadgets and gifts. Learn new skills, up your game, and have so much fun it might be illegal.* #GentsExpo *The Gentlemen’s Expo is not illegal, we promise. INDULGE IN RETAIL THERAPY Clothes, Gadgets and gear - This is a perfect place to start your holiday shopping.

LEARNING MORE ABOUT MEN … Can only increase your already decided advantage. MUCH MORE THAN A MEN’S SHOW Ladies are strongly encouraged to come and experience The Gentlemen’s Expo! REFINE YOUR TARGET MARKETS All men are works in progress. At least the ones here are on the right track. RELIABLE SOURCES CONFIRM … That the fairer sex also enjoys the finest of adult beverages. ROLL OUT THE RED CARPET Women are always welcome where real gentlemen are concerned. Especially if they bring friends. THE GENTLEMAN’S HOW TO NO.

56 BE A GENTLEWOMAN EVERYONE CAN ENJOY THE FINER THINGS NOVEMBER 14–16 THE METRO TORONTO CONVENTION CENTRE TICKETS JUST$ 30 @ WWW.GENTLEMENSEXPO.COM GET 10% OFF WITH PROMO CODE TTC The 2014 signature event for the modern gentleman - and discerning woman – is bigger, better, with more to see and do than ever.

You’ll find celebrity guests, food, spirits, fashion, gadgets and gifts. Learn new skills, up your game, and have so much fun it might be illegal.* #GentsExpo NEW TTC ADS METRO NEWS ADS REPURPOSED TTC ADS OKAY. NOW YOU’RE ON-THE-CLOCK! Cook on stove top 30 sec per side, then in the oven for 3 min per side. FIND A GREAT HUNK O’ MEAT It matters, you deserve it, so spend a few $$. Your taste buds thank NO EATING – YET, BUT ALMOST THERE! Remove from oven. Let it breathe 2 WHOLE minutes. Now it’s time! A LITTLE SEASONING IS ALL IT TAKES Lightly coat your room temperature steak with oil, salt, and pepper.

HEAT THE OVEN AND PAN TO 500° Remove pan after 20 minutes, move to stove top and set element to high. DON’T GO CHEAP ON THE PAN A high quality 10-12” cast iron pan will reward and outlive you.

THE GENTLEMAN’S HOW TO NO. 23 COOK THE PERFECT STEAK IN YOUR BBQ-LESS CONDO THE BILL IS YOURS Hey – you asked, you pay and it’s the gentlemanly thing to do. MIND YOUR MANNERS, BUD Show her respect by behaving like the class act you are. FORGET FASHIONABLY LATE Be on time!!! You’re making an impression not an entrance. CLOTHES MAKE THE MAN Look good. First dates are no time for cloddy and casual. YOUR EX IS DEAD TO YOU Sad sagas of past loves are a recipe for first date disaster. YOU’RE NOT ON AUTO-PILOT Have a plan, think it through and then execute it skillfully. THE GENTLEMAN’S HOW TO NO.

45 FIRST DATE SURVIVAL SKILLS LITTLE THINGS WILL MAKE-OR-BREAK YOU ENGAGE EVERYONE Get input from everyone and demand their participation.

HAVE A PLAN AND FOLLOW IT It’s your meeting so keep it on track and focused. ALWAYS END WITH NEXT STEPS Keep things moving with a clearly defined Action Plan. GIVE AN ADVANCE AGENDA Attendees will know what to expect – and what’s expected. TAKE CHARGE AND OWN IT You called the meeting, so make it valuable and time well-spent. DON’T MEET JUST TO MEET If it doesn’t matter, don’t waste your time or theirs.

THE GENTLEMAN’S HOW TO NO. 67 LEAD A MEETING WITHOUT THEM ROLLING THEIR EYES NOVEMBER 14–16 THE METRO TORONTO CONVENTION CENTRE TICKETS START AT JUST$ 30 @ WWW.GENTLEMENSEXPO.COM SMOOTHINI 2014 America’s Got Talent Finalist – Street Magician GARY ROBERTS Former Toronto Maple Leaf GEORGE ST. PIERRE UFC Champion FEATURING APPEARANCES BY: COME AND SEE GENTLEMENLY CARS, SPORTS, FOOD SAMPLING, STYLE. PLUS MUSICAL PERFORMANCES BY HOLLERADO, BORN RUFFIANS AND MORE. PRESENTED 2014 MARKETING PLAN

Radio Print Digital Banner Ads 0.25% avg click through: Email Blasts 2 million+ email blasts

All of the Above 13% 0 20 40 60 80 100 Finance Athletic Apparel Music Art and Culture Fashion Automotive Sports Sex Grooming Consumer Electronics Fitness/Health Gaming Tools and Home Improvement Tech and Gadgets Travel Food Spirits/Wine/Beer 81% 72% 71% 67% 67% 65% 60% 59% 59% 56% 53% 52% 52% 50% 50% 44% 39% 0 10 20 30 40 50 60 70 80 House Vacation Motorcycle/ATV/RV Investments Home Renovations Condo Car 28% 73% 16% 39% 32% 20% 34% CATEGORIES OF INTEREST NEXT MAJOR PURCHASE

W W W . G E N T L E M E N S E X P O . C O M BE MORE INTERESTING