Quail2020_DesignBrief_v2_Hatch

peach pavilion 101 photo moment base: peach secondary: gold

PEACH pavilion furniture set base: PEACH 102 PEACH pavilion dining set base: WOOD TONES SECONDARY: ROSE GOLD

103 peach pavilion peach pavilion BAR ACCENT PIECES base: PEACH/ROSE GOLD

culinary pavilions PLUM 104

PLUM pavilion 105 photo moment base: PLUM secondary: YELLOW

PLUM pavilion furniture set base: PLUM SECONDARY: WOOD TONES 106 PLUM pavilion dining set base: PLUM

107 PLUM pavilion PLUM pavilion bar back bar base: DARK WOOD base: CHERRY WOOD

culinary pavilions SAGE 108

SAGE pavilion 109 photo moment base: SAGE secondary: antique n ickle

SAGE pavilion DINING set base: SLATE/WOOD TONES SECONDARY: antique n ickle 110 SAGE pavilion DINING set base: SLATE/WOOD TONES SECONDARY: antique n ickle

111 SAGE pavilion SAGE pavilion bar back bar base: SAGE base: WOOD TONES ACCENTS: GOLD AND TEAL

AUXILIARY SEATING MORE PLACES TO LOUNGE For the next Quail we are proposing additional auxiliary seating vignettes. 112 We have placed eight sets across Fairway 1, Fairway 9 and the driving range. Each set consists of comfortable soft seating, wood top coffee tables and copper colored umbrellas for shade.

113 poster and magazine counter set base: chocolate ACCENTS: silver

Merchandise everything you need for the day Shade and seating are hotly sought after at the Quail. To accommodate both requests we suggest a combination of sold merchandise and premium giveaways to help guest cool off and rest their weary “soles.” 114

Parasols 115 paper fans folding chairs and picnic blankets

116

THE QUAIL 117 bridge flags Made For: Peninsula Signature Events Year: 2020 Design Brief Redesigned to showcase past Quail signature entrants and winners along side Quail and Peninsula Signature Events branding the newly redesigned flag branding compliments the perimeter fence branding creating a cohesive brand message.

118

THE QUAIL 119 Sponsor flags Made For: Peninsula Signature Events Year: 2020 Design Brief Redesigned to carry consistent branding across the entire event space the sponsor flags that line the road will be consistent with the perimeter fence and bridge flag backgrounds.

120

THE QUAIL CAr Class Signage Made For: Peninsula Signature Events Year: 2020 Design Brief Redesigned to compliment the field maps, Rolex Circle of Champions’ award podiums and the 2020 design palette, the car class signs will be designed on an offset 3 toned white or blue background mounted to a metal laminate and brushed brass post. Floral arrangements in blue dendrobium orchids will accent the base and camouflage the anchor hardware. Much like the 2019 graphic approach, the specialty classes will feature iconic images of the featured vehicle. 121

122

THE QUAIL CAr Class Signage - Alternative pallet Made For: Peninsula Signature Events Year: 2020 Design Brief 123

THE QUAIL field map Signage Made For: Peninsula Signature Events Year: 2020 Design Brief 124 Redesigned to compliment the car classes, Rolex Circle of Champions’ award podiums and the 2020 design palette, the car class signs will be designed on an offset 3 toned white or blue background mounted to a metal laminate and brushed brass post. Floral arrangements in blue dendrobium orchids will accent the base and camouflage the anchor

125

126 best of the best The Best of the Best display is an elevated experience honoring the winning vehicle. The car sits on top of a “floating” riser bordered by a zen garden featuring red floral accents. A glass pedestal displays the trophy while a video monitor winner car display plays content showcasing BoB and the winner.

127

128

Outdoor Video Monitor Offset Wall Accent Panels Storage Glass Trophy Pedestal Floating Riser 129 Information Display Zen Garden Planter

THE QUAIL Tent Valences Made For: Peninsula Signature Events Year: 2019 Design Brief 130

THE QUAIL Traffic signage Made For: Peninsula Signature Events Year: 2020 Design Brief 131

132

THE HATCH.IM 133 QUAIL Immersive Marketing ADDENDUM MATERIAL 9800 South La Cienega, 14th Floor Los Angeles, CA 90038 T. 310 988 4198 E. [email protected]

Leadership Team Carter Reese Josh Mele Chris Wu Annie McAllister Title: President Title: Executive Vice President Title: Executive Creative Director Title: Senior Account Manager Spirit Animal: 1965 Aston Martin DB5 Spirit Animal: 1964 Lincoln Continental Spirit Animal: Porsche Spyder 550 Spirit Animal: Jurassic Park Jeep Wrangler 134 Experienced President with a demonstrated A Southern California native, Josh started Chris is an executive partner spearheading Originally hailing from the Bay Area in 20-year history of working in the marketing, his career in the event management one of the brightest experiential marketing Northern CA and now residing in the advertising, live events, and experiential and execution industry 18 years ago. He and events teams in the United States. South Bay Los Angeles CA, Annie brings industries. Skilled in strategic planning/ graduated with a degree in Business and A So Cal native and a graduate of the over a decade of experience to the Hatch vision, impactful marketing and promotional Sociology from the University of Southern University of Southern California’s School team. Her tenure includes both large scale campaigns, and authentic brand building. California giving him the basis and backbone of Cinema Television Chris began his career (multi-thousand guest) and small/intimate for the creative and logistical thinking he as the Photo Editor at the 28th Street scale (sub-50 guest) productions at some Accomplished entrepreneur that loves being applies in his role today. Throughout his Magazine. Over the past 25 years he has of today’s most sought after live events. creative with clients and staff all while driving career, he has spearheaded the event sales remained actively at the forefront of the With an extensive range of clients, Annie business goals. Recognized as a dynamic, division and utilized his extensive knowledge communications industry influencing how works across a multitude of domains resourceful and goal-orientated leader of audio, lighting, video, staging as well as brands connect with consumers. including environmental design, hospitality, with award winning success in creating on-site execution to various event mediums experiential, live broadcast and large scale immersive experiences for a diverse array over the years. Chris brings practical technical and cross- live event productions; with an emphasis on global brands. disciplinary design experience to Hatch. overarching project management and client In his tenure as Executive Vice President at He has created events and experiential relations. Hatch.im, Josh has successfully executed marketing campaigns for such clients as events and campaigns for brands such CAA, The Quail, A Motorsports Gathering, Annie has developed and executed projects as iHeart Radio, ESPN, LG, David Yurman, Esteé Lauder, Warner Brothers, Legendary for a wide variety of multi-year clients Mercedes Benz and Omega to name a Entertainment, Mercedes Benz, LG and the including, but not limited to, The Academy few. For the past four years, he has been NFL and designed The History Channel’s of Interactive Arts & Sciences (12 yr), The the Director of Production for The Quail, award winning Invent Now Challenge Quail, A Motorsports Gathering (4 yr), A Motorsports Gathering overseeing the Mobile Tour exhibit. Legendary Entertainment (6 yr), iHeartRadio planning and execution elements for (5 yr), Motortrend Group, Roc Nation, The production. NFL, Warner Brothers and Riot Games.

Leadership Team Ida Corporal Marty Moore Jacqueline DeLeo Nick Noble 135 Title: Producer Title: Associate Creative Director Title: Producer Title: Creative Assistant Spirit Animal: Audi R8 V10 Spirit Animal: Jurassic Park Ford Explorer Spirit Animal: 1966 Ford Bronco Spirit Animal: 66 Chevy Malibu SS Born in the Philippines and raised in As an avid fort builder, mathlete and A native New Yorker now living in Southern A Manhattan Beach, California native, Nick Southern California, Ida holds a combined creative visualizer, Marty was drawn California, Jacqueline carries over eight has been in the environmental design space eight years of event marketing and to the architectural field from a young years of event management and production for over 25 years. He is experienced in both production experience. She launched her age. Combining a bachelor’s degree in experience across an array of industries practical and digital 3D modeling working career working with the agency of record environmental design with technical and brands. Her career launched in the field across a diverse set of creative mediums. for Samsung USA which included national software expertise and seven years of design of trade shows which quickly expanded to Nick specializes in visual concept production campaigns and live-event activations such experience, she has parlayed her knowledge a variety of live experiences including pop- delivering detailed renderings and practical as music festivals, mall and college tours, as of architecture and interior design into the up activations, music festival sponsorships, graphic design. well as B2B marketing and private events. experiential realm. Marty specializes in b2b summits and private events. Her At Hatch, Ida works across mediums which design development and concept execution projects range from smaller scale like Nick has been a lead designer and visual include experiential activations, influencer via realistic renderings, visualization internal company-wide Netflix meetings artist for clients like EA Games, Legendary campaigns, and product launches. materials and on-site installations. to large-scale productions like the Pepsi Entertainment, Peninsula Hotels, the WB, experiences at Super Bowl LII & LIII. For the Ford Motors, Pepsi, Swatch and LG. Ida has developed and executed projects Bringing an unwavering commitment to past three years, Jacqueline has contributed for multi-year reoccurring clients such as beauty and functionality to every project, to bringing The Quail, A Motorsports Morphe Cosmetics, Fabletics, Converse Marty has been instrumental in the Gathering to life. and Roc Nation. For the past four years, successful creation of projects for high she has contributed in bringing The Quail, caliber clients, such as Pepsi, Magic Leap Jacqueline has executed campaigns and A Motorsports Gathering to life with Quail and Peninsula Hotels. experiences for brands like Netflix, Pepsi, Lodge / The Peninsula Hotels for Monterey Swatch, iHeartRadio, Activision, The World Car Week. Surf League and Quail Lodge / The Peninsula Hotels for Pebble Beach Car Week.

136

Marshaling Team Heavy Machinery Team Department Overview Department Overview • Hatch custom designed the Marshaling Department & Process for Quail • The Heavy Machinery (or operations) Team operates on behalf of the Quail in 2016, in an effort to streamline the load in and out process for all key to ensure proper procedures and use of heavy equipment are met. While stakeholders as well as all major and minor sponsor builds on the event sponsor and stakeholder internal staff are permitted to operate heavy field. machinery, providing they show proof of certification, the operations team also has 2 dedicated lift ops on standby to facilitate machinery usage for any • The department was implemented to facilitate a less congested site and party that cannot provide certified ops for themselves. provide a safe work environment for all crews involved, especially as the show continues to grow in scale on a property that cannot expand in-kind. 137 • The Marshaling team controls a freight “check in” footprint roughly a ¼ of a mile from the main event field. Based on installation scale, Hatch works with Quail personnel to assign each sponsor a 2-hr window in which their freight deliveries are permitted to access the show site for loading and offloading. Upon arrival, the individual carriers are checked in and staged by our Pod leads. Once their loading zone is freed up, carriers are authorized to drive through the check point and into the event field for offloading. • Hatch originally conceptualized organizing the event field into 5 distinct Loading Zones so that freight offloading could be targeted and timed out to each zone, rather than 1 congested free-for-all along Valley Greens Drive. Each loading zone is managed by a dedicated Zone Manager who oversees his area’s master timeline and freight scope. • In addition to the event field construction, the Marshaling team is also responsible for managing the car carrier check in and offloading of Entrant Vehicles all day Thursday through Early Friday morning. • Marshals work hand in hand with the Heavy Machinery and Turf Management Teams to ensure equipment safety and site rules and regulations are being followed by all working crews.

Turf Management Team Department Overview • The Turf Management team was implemented in 2018 and developed as an extension of Quail’s Superintendent and his lean internal staff. • For the last 2 years, Hatch has provided a range of 1 to 3 additional personnel to act as the on-the-ground enforcers of the site’s ground protection policies. In addition to turf protection, each team member is provided a detailed map of Quail’s water lines in an effort to monitor and safeguard all aspects of the property. • Depending on the course aeration schedule annually, the Turf Team is either on-site only work, or does include some advance. 138 specialty cart Depot Team Department Overview • The Cart Depot was conceptualized in the last key stakeholder meeting of the 2019 season, in an effort to consolidate the master rental order and alleviate the congestion and free-for-all nature of the specialty cart fleet at Quail. • Each primary department has historically been responsible for their own order, from whomever they like, leading to multiple deliveries, mixed inventory and confusion as to who rented what. • Account Director will communicate directly with each stakeholder team to identify the preferred quantity of carts for both their team and their subs. Then create a check out schedule in which carts are inventoried, checked out and back in daily from one location. • Golf cart policies will be printed or digitized in the check-out system so “renter” can sign agreement acknowledging liability. If any regulations are broken, Hatch can reference the policies they signed then fine, bill, revoke privileges, etc. accordingly. • Protection, each team member is provided a detailed map of Quail’s water lines in an effort to monitor and safeguard all aspects of the property.

139

Speaker Tower covers Note: • The speaker tower covers are outside the design scope of the main event. They are only applicable to the supplementary A/V production proposal. 140

CARTER REESE JOSH MELE CHRIS WU ANNIE MCALLISTER President Executive Vice President Executive Creative Director Senior Account Manager [email protected] [email protected] [email protected] [email protected]