Quail2020_DesignBrief_v2_Hatch

THE QUAIL 2020 DESIGN BRIEF Connoisseurs and enthusiasts from around the world converge on the Monterey Peninsula to celebrate the ultimate in automotive design, engineering and camaraderie among fellow aficionados.

THE QUAIL 2020 DESIGN BRIEF HATCH.IM Immersive Marketing 2 9800 South La Cienega, 14th Floor Los Angeles, CA 90038 T. 310 988 4198 E. [email protected]

Thank you for including Hatch in the RFP for the Quail, A Motorsports Gathering. We 3 are excited for the opportunity to work with your team again and are looking forward to sharing our design brief and experience navigating all the nuances of your event. We have been honored to be a part of your family for the past four years and have formed great cherished relationships with your team. Our experience and key learnings have been vital in helping us streamline our services, design more engaging and detailed environments and elevate the overall guest experience each year. We have extremely strong relationships with local vendors who have provided us with exceptional quality work and are true professionals. We are proud to present a tailored approach to the Quail that tells a story through color, form, engaging and immersive environments, interactive experiences, social sharing opportunities, and engaging. We can’t wait to get back to Monterey. We’re seasoned at producing immersive experiences, love designing them and thrive on creating the best possible outcome for you. We look forward to collaborating with you on the design, programming and hospitality elements that will make for an unforgettable experience for you and your guests. Team Hatch Immersive Marketing

Inspiration elegance in motion Inspired by the distinctive global architecture and design of the Peninsula Hotels we are driven to balance tradition, heritage and the excitement of motorsports throughout the Quail. Combining smooth flowing structures inspired by the beautiful lines of a car with warm and inviting hues and textures we invite guests to immerse themselves in a truly unique atmosphere showcasing grand architecture and landscape design as the 4 backdrop for the some of the most iconic cars from all over the world. We have designed a comfortable yet high touch environment that is welcoming, warm and fun. From the moment guests step foot on property cohesive design elements are interwoven throughout the event tying all touch-points together. Everything from signage and perimeter branding to the Grand Entrance and Event Stage and all the way down to the culinary pavilion table linen has been carefully curated to create an experience that seamlessly compliments the Peninsula Hotel’s brand and the pageantry of the Quail, A Motorsports Gathering.

THE QUAIL Materials board Finishes reflect the elegance and warmth of Peninsula Hotels playing on subtle textures, complimentary colors and high end appeal. 5

THE QUAIL HATCH ACTIVATION MAP The map to the right shows the activation locations currently under our scope of work. 6

THE QUAIL 7 HATCH ACTIVATION MAP This year notable additions and placement adjustments include: #72 Media Lounge The 2020 Media Lounge has been repositioned on the north corner of the driving range and Fairway 9. This will draw more attention to the Main Stage that will serve as a backdrop for press interviews and photographs. #32 Main Event Stage We have added a guest seating experience directly in front of the Main Stage. #52 Rolex Circle of Champions The Rolex Circle of Champions set has been rotated 90° to provide a platform for a photo moment that features the Main Stage and the south half of the driving range. (Description provided on page 33). #24 Gelato Stand An expanded Gelataria has been designed for the east end of Fairway 9 adding more guest seating and a photo moment. #70 Champagne, Caviar & Oysters By moving the Media Lounge we are able to expand the Champagne, Caviar & Oyster area to accommodate additional seating and alleviate the long queue that typically forms. Additionally, the shift south will allow for a larger Best of the Best set. #65 Culinary & After Party Pavilion We have expanded the footprint of the north Fairway 1 Culinary Pavilion to include a patio deck. This will provide additional seating for guests. Auxiliary Seating We have added eight additional shaded seating vignettes throughout the event site to accommodate guests.

8 The grand Entrance

The grand entrance 9 Re-imagined elegance IN MOTION Building on the grandeur the Quail has become known for, we have completely re-imagined the Grand Entrance for 2020 creating an entirely new elevated experience for guests. Inspired by the beautiful lines of some of the most iconic vehicles ever designed the Grand Entrance seamlessly flows from the from the main entry point towards the intersection between Fairway 1 and the Driving Range. Beautifully layered wood slatting reminiscent of classic car grills elegantly curve, rise and fall to create a sense of motion that carry guests along the path.

GRAND ENTRANCE ELEGANCE IN MOTION Music will fill the air as guests step up to one of two beautiful champagne bars flanking the road. Carved into the wall behind the bar, providing a peak into the event, a beautiful silhouette of a car creates a unique shelf lined with champagne and simple floral arrangements. Further down the entry road guests 10 will be able to access the main event spaces located on Fairway 1 and the driving range from a branded carpet that connects the two sides. Copper colored stair accents and vibrant floral displays will add pops of color to bring the space to life.

11 The grand Entrance

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The MOTORSPORTS BAR CLASSICALLY CONTEMPORARY The Motorsports Bar has been carefully designed to bring together classic motorsports forms and textures with 14 contemporary furniture and art pieces. The built in fixtures and copper layered slatting frame distinctive the custom shaped back bar shelves. Gold trays and floating shelving holding champagne flutes and bottles provide a bright contrast.

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16 BLUE CArpet A branded blue carpet complementing the Grand Entrance, perimeter branding and color accents from the Event Stage ELEGANT connecting point connects two copper railed stairways linking Fairway 1 and the driving range. Floral arrangements line the base of each path.

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Site perimeter This year we are proposing the addition of fence line classic tonal logo print graphics. The River Place fence line will be double sided while 360 branding the Fairway 1 and Fairway 9 sections will be lined on the interior of the event site. 18

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EVENT STAGE A new gathering spot This year we will transform the main stage into a central gathering hub with multi-sensory additions such as live performance programming, specialty cocktail service, fragrant landscaping and plush seating options. Inspired by the color palette of California’s coast, the main stage embodies the same natural tones found in Monterey’s landscapes. Giving the main stage a neutral palette allows the nominated vehicles to sing in their center stage spotlight. To balance these sandy warm hues, the accent pillows and landscape elements add softer pops of sea blue. In order to create a grand visual we have added dimension to the set to frame the main stage by bringing layered curved architectural pieces from the back to the front of the set. Cars driving onto the stage will enter under sloping layered walls with a fanned fin wall for a backdrop and a curved LED wall at center stage. The smooth, reflective metal finish on the slatting give this main stage the high end, automotive feel the Quail motorsports event boasts. New for this year is a fifty foot half round deck that extends out incorporating ground pillows and two custom fabricated benches. This additional seating along with specialty cocktail service and live entertainment throughout the day will encourage guests to engage with the Event Stage. Additionally, the newly relocated media lounge will bring in the attention of press. Additionally, the newly relocated media lounge will bring in the attention of press. 20

21 The event stage

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25 STAGE LOUNGE This year we are proposing the addition of the Stage Lounge directly in front of the Event Stage. With communal seating on arching double sided benches lined with branded pillows and ample floor seating A NEW GATHERING PLACE on oversized cushions the new lounge will help bring guests closer to the stage. Live entertainment, exclusive merchandise and specialty cocktails will enhance the guest experience.

STAGE fins To add an element of surprise to the Event stage we have incorporated an element of surprise “hidden” art panels to the stage entry and exit. Angled fin walls create a beautifully textured backdrop when looking at the stage head on. However, when viewed at an angle the fins give way to reveal a unique art piece. 26

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EVENT STAGE version 2 The new runway show An alternate stage format creates a “runway show” for the winning vehicles. Drivers enter from stage left in front of a fanned fin wall and stop center stage on a 20’ turntable. After drivers receive their awards the turntable makes two slow rotations offering the audience views of all sides of the car before stopping with the car facing the audience. Drivers exit the stage down the runway ramp between the audience. The different viewing angles will allow for a wider variety of photographs and video captures. 28

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Green Room av tent 33 Back of house This year we are proposing additional structure covers to mask the truss structures that support the Event Stage scenic elements. Additionally we will provide skirting the backside of the stage decking to Behind the event stage provide a fully polished look.

The Green Room Furniture set base: White tones secondary: copper accent: blue 34

35 Fireside chat Furniture set Base: White tones and natural wood Note: owned asset from 2019

EVENT STAGE Alternate Placement: Replace #13 Culinary Pavilion on the Driving Rance PLACEMENT STUDY PROS Centrally located and becomes a focal point of the event field – essentially In considering the placement of the Event Stage we have put together a list of pros and cons. engages with all consumers. The alternate location for the stage would be on the driving range where the #13 Culinary Pavilion currently sits. Having standard PA system incorporated into this location will allow for even coverage of the driving range with a more aesthetically pleasing setup. Current Placement: Putting Green, Club House Adjacent CONS PROS Spacing – the main stage is 96’ wide and requires additional space left and right After years of learned experience in this location, teams truly operate as a well-oiled machine to drive cars up and down making the total footprint extremely large. This would at this point. cause us to have to push the stage further out towards fairway 1 so that cars Elevations and building requirements are a known variable. didn’t drive too close to activations that book end the stage. Ease of Load in/Load out Load in/load out: The build does not interfere with any sponsor builds. There is sufficient space to move around for a time-effective install and strike. This location would compete with the early-access sponsors and AVL load in. We 36 There is ample backstage storage in the lower lot. We’re able to create a production would have multiple trucks, fork lifts, activations all trying to come down the home boneyard and scenic workshop, which would not be available to us if we moved. side loading zone. Heavy equipment has direct access to the stage. The strain that would put on the loading zone at River place might become too Current location is ideal because of proximity to Sir Michael’s VIP lounge, much to handle. Use of enormous balloons has often been in tandem with Main Stage placement, which is possible in the current location with the 9th hole green space being directly behind the stage. Proximity to Home Side likely means we need to be more strict on our working Ample space to line up winning vehicles hours for load in and strike. CONS Will be more difficult to stage/line up the winning vehicles since new location is in Not visible from Fairway 1. a more congested area of the event field. Not centrally located which causes a lower retention rate for guest engagement. Further distance from Sir Michael’s VIP lounge would require some special handling. This is a manageable adjustment, but still a negative in the immediate Scale of build is maxed out, cannot get any bigger otherwise we’ll cut off Fairway 9 activations sense. entirely. Unlikely that oversized inflatable balloons can be used behind the Main Stage in Enormous audio towers, that are not pleasing to the eye, are required for event field coverage. this location Option to replace these towers with newer models, in addition to scenic’ing the structures, is provided in Hatch’s Optional A/V bid.

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ROLEX CIRCLE OF CHAMPIONS A new MOMENT TO SHARE The completely redesigned Rolex Circle of Champions offers guest another opportunity to immerse themselves in the Quail Motorsports Event. Towering above the Driving Range four intersecting arches create the base for two Rolex clocks and visible branding. This year we will extend the circular visual by incorporating a round lounge deck with custom integrated communal seating. Additionally we have added branded awards pedestals for each winning vehicle set in a circle around the lounge centerpiece reminiscent of a watch face. We are presenting two different versions for the Rolex Circle of Champions. This first version envisions a showcase for the Best in Show vehicle in the center of the lounge directly under the Rolex clock. The alternative version allows for a specialty cocktail or refreshment bar to be place at the center of the lounge. 38

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ROLEX CIRCLE OF CHAMPIONS A new MOMENT TO SHARE Keeping in tradition with the overall garden aesthetic, the Rolex clock tower will be the central pillar in a raised water feature. The bubbling water in this grand fountain not only provides the sights and sounds of nature but also some new animation in the site-line of guests. From our experience we noted that attendees of the Quail seek higher vantage points of the driving range. Elevating guests up to a new level creates opportunities for superior viewing and dynamic photography moments. Additionally, the raised platform allows for the supplemental seating that this area requires. By utilizing the 2019 custom design triangle seating units with new bench seats paired with highboys, we’re providing both additional seating as well as standing room for guests to enjoy their food and cocktails. 44

45 rolex circle of champions

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rolex circle of champitons 49 Award stand

THE MEDIA LOUNGE A NEW LOCAL AND LOOK For 2020 we are proposing relocating the Media Lounge to the corner of Fairway 9 and the driving range giving media guests a direct sight-line of the Event Stage. Additionally we have expanded the footprint creating more seating and device charging space as well as areas for interviews and streaming opportunities with the Event Stage and the driving range as 50 backdrops. The style of the Media Lounge mixes a modern, professional and more masculine approach with the overall event color palette.