Feld Entertainment, Inc.

Request for Proposal

April 2010

INTRODUCTION
Feld Entertainment, Inc. (FEI) is currently soliciting proposals from public relations agencies to
provide strategic counsel, corporate branding, national media relations (including online media
and television programming, beyond traditional news and entertainment outlets), celebrity
outreach and other services to support the company and its brands. This document contains
details on the company, its brands and the desired services the firm is seeking.

AGENCY CRITERIA
Participating firms must meet and demonstrate the following criteria:

Strong national media relationships across all media platforms

Strong team presence or partnership/affiliation in New York and Los Angeles markets; team
presence in Washington, DC a plus but not required
Experience representing clients in the entertainment industry
Experience representing clients in the sports industry and, in particular, sporting events, a
plus
Success targeting mothers through media-driven campaigns
Success reaching diverse audiences
Access to senior-level producers for relevant news and television programming
Experience representing companies/organizations with multiple (and sometimes competing)
brands

CONFLICT OF INTEREST
Agencies will not be considered if they perform public relations services for any animal rights or
activist group or any other group that is generally known to oppose the use of animals in
entertainment, in addition to any competing live, family entertainment spectacle show.

BACKGROUND
Feld Entertainment is the largest producer of live family entertainment in the world. Founded in
1967 by Irvin Feld when he acquired Ringling Bros. and Barnum & Bailey® Circus, the company
has grown to include the most recognized brands in family entertainment, including Disney On
Ice, Disney Live!, and Feld Motor Sports, which presents Monster Jam®, Monster Energy
Supercross and AMA Arenacross Series motorcycle racing, IHRA Nitro Jam drag racing and
Nuclear Cowboyz freestyle motocross.

In an era when numerous entertainment options abound, Feld Entertainment remains the
number one choice for families. Each year, more than 30 million people around the world in 70
countries attend a Feld Entertainment production. The Feld Entertainment philosophy requires
attention to detail at every level to create the quality events for which the company is known.

Ringling Bros. and Barnum & Bailey and the Ringling Bros. Center for Elephant
Conservation®
Ringling Bros. and Barnum & Bailey has been performing for 140 years, and as a longstanding
American tradition, enjoys a 95% awareness level in the United States. Every year, a new

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circus show is produced. Currently, three Ringling Bros. Units tour the country, two by private
train and one by truck. Each of the Units traveling by train is identified numerically, and all Units
are associated with a color code and named, as follows:

Barnum’s FUNundrum!SM, 140th edition, Blue Unit. Tour launched January 2010
ZING ZANG ZOOMSM, 139th edition, Red Unit, Tour launched January 2009
IlluscinationSM, No numerical designation, Gold Unit, launched December 2009

The competition for the attention and entertainment dollar of today’s families is fierce and since
Ringling Bros. is the longest running show in U.S. history, we strive to maintain our relevance
and appeal, while still representing our strong brand positioning through all consumer
interactions. The first point of consumer interaction, before even stepping into one of the more
than 90 arenas Ringling Bros. plays every year, is through the media; therefore, strong media
relations activities is a cornerstone to Feld Entertainment’s public relations efforts.

In addition to the touring shows, the Ringling Bros. Center for Elephant Conservation was
created in 1995 and exists as one of the world’s premier Asian elephant care and reproduction
facilities. Ringling Bros. has the largest herd (54) of Asian elephants outside of normal elephant
range countries (e.g. India, Sri Lanka, Thailand, etc.). Increasing the recognition of the
pioneering work and overall animal care that take place both at the Center and on the traveling
Units will be of paramount importance for the firm selected to represent the company.

Disney On Ice
Disney On Ice, which Feld Entertainment produces under a license from The Walt Disney
Company, is currently celebrating its 30th anniversary in 2010. Every year, Feld Entertainment
produces a brand new Disney On Ice spectacular, combining the incredible talents of world-
class professional figure skaters and heartwarming Disney stories, innovative scenic designs,
lavish costumes, dazzling lighting and enchanting music. Eight different productions will be on
tour during the 2010-2011 season:

North America
New Disney On Ice production featuring Disney/Pixar’s Toy Story 3 (not yet announced,
launching September 2010 in Florida)
Disney On Ice presents Let’s Celebrate!
Disney On Ice presents Princess Wishes
Disney On Ice presents Princess Classics
Disney On Ice presents Mickey & Minnie’s Magical Journey

International
Disney On Ice presents Worlds of Fantasy
Disney On Ice presents a Disneyland Adventure
Disney On Ice celebrates 100 Years of Magic

As a licensee of The Walt Disney Company, our public relations efforts are subject to the review
and approval of the team at Disney Live Family Entertainment. In addition to extensive
oversight, our challenges include the need to differentiate Disney On Ice from other Disney
products in the marketplace, Disney saturation in the marketplace and Disney fatigue amongst
the media. Of the five touring productions of Disney On Ice, the primary focus will be on the
new show, followed by Disney On Ice presents Let’s Celebrate!, which is touring the West

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Coast, including an engagement in Los Angeles. Outreach pegged to the remaining three
shows will be based on geography (proximity to New York City) and unique opportunities.

Disney Live!
In 2004, Feld Entertainment expanded its long running relationship with The Walt Disney
Company and embarked on a new venture with Disney Live!, a series of Broadway-quality,
interactive touring theater productions, featuring Disney-themed stories aimed at families with
young children. Disney Live! inspires children and their parents to jump up out of their seats to
sing, dance and play along with Disney characters in three dimensional stage productions.
Five productions will be on tour during the 2010-2011 season:

North America
Disney Live! Mickey’s Rockin’ Road Show
Disney Live! presents Mickey’s Magic Show

International
Disney Live! presents Mickey’s Music Festival (launching September 2010 in Spain)
Disney Live! Three Classic Fairy Tales
Playhouse Disney Live!

Public relations efforts for the Disney Live! business face the same challenges as Disney On
Ice, with the added challenge of not having ice as the differentiator from other Disney
businesses. We are looking for a fresh approach to securing exposure for these shows, as well
as determining how they are integrated within the larger Feld Entertainment story.

Primary Target Audience for Ringling Bros., Disney On Ice and Disney Live!
Women 25-54
Core audience of Women 30-39 w/ children ages 3-10 in household
Views the marketing efforts (advertising, direct mail, coverage, etc.) through the eyes of
the child
Attend on average three live entertainment events per year

Feld Motor Sports

A new division of Feld Entertainment, Feld Motor Sports, with more than 600 events
annually, offers an even wider range of live family entertainment options. The premier
producer of specialized arena and stadium-based motorsports, Feld Motor Sports offers
more edge-of-the-seat excitement to audiences around the world and includes:

Monster Jam®
Monster Energy Supercross
AMA Arenacross Series
Nuclear CowboyzSM Freestyle Motocross
IHRA® Nitro Jam® drag racing events

The Feld Motor Sports properties are divided into entertainment productions (Monster Jam and
Nuclear Cowboyz) and points-based racing series (Supercross, Arenacross and IHRA drag
racing). The primary focus of the selected firm’s outreach efforts will be on the entertainment
productions. Media interest in the other properties is often driven by the results of the

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competition, though we continue to look for ways to increase the customer awareness of each
overall brand and its athletes, particularly in the off season. Examples of challenges include
working with professional drivers, athletes and vehicle owners who have their own brand and
own sponsors, so the selected firm will need to be mindful of integrating the brand into the
publicity for the athlete, driver or vehicle owner.

Primary Target Audience for Feld Motor Sports Brands

The target demographics for Feld Motor Sports are families with children, teens and specifically
males age 18-34.

BUSINESS OBJECTIVES
Our primary business objective is to profitably increase attendance at all Feld Entertainment
productions and sell more tickets to our target consumer.

Our secondary business objective is to raise awareness of the properties and the company and
to continue to build and enhance our brands with the target audience; this includes expanding
the visibility of the Feld family (in particular Kenneth Feld, Chairman and CEO; and Nicole Feld
and Alana Feld, both producers and Executive Vice Presidents), and other corporate
executives.

REQUIRED SERVICES
With print, radio, television and online vehicles as primary communication devices to reach our
target audience, Feld Entertainment is seeking a communications agency to:
1. Strategically assess the best opportunities for awareness through all facets of the
national media, including non-traditional avenues such as (but not limited to)
participation in programming opportunities in film and television, including “reality” and
documentary television programs;
2. Develop a creative approach to both motivate attendance to Feld Entertainment shows,
while building greater awareness for our overarching brands;
3. Execute a national-level public relations campaign for each of the company’s brands.

The Scope of Work in response to this RFP should include:

A creative brief that integrates brands and includes clear communications goals and an
integrated strategic approach
One or more creative applications for each brand
Team member roles/responsibilities and full biographies

Potential respondents are encouraged to review the following web pages for more
information:

www.feldentertainment.com/pr/pressroom.asp
www.ringling.com
www.disneyonice.com
www.disneylive.com
www.monsterjam.com
www.supercrossonline.com
www.nuclearcowboyz.com
www.elephantcenter.com
www.ihra.com

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Timeline:
Intent to submit proposal, via email response to below, due by COB Friday, April 23,
2010
Proposals due via e-mail by Monday, May 3 by Noon, ET

FEI EXPECTATIONS
Once awarded the contract, the following represents the standard deliverables for a typical
public relations campaign. The total budget for these deliverables includes a monthly retainer
fee of $30,000 and monthly out-of-pocket expenses of approximately $5,000-$7,000, for a two
year contract.

Deliverables:
Consistent, on-going coverage in all forms of national media
Strategic insight and counsel as a partner in shaping and executing public relations
efforts on behalf of the brands and the company
Regular activity and results reporting

Contact:
Please submit your intent to participate and proposals to FeldRFP@gmail.com. If you have any
questions during the RFP process, please contact Nicki Hensley at (321) 208-8101 or email
FeldRFP@gmail.com.