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PROPOSAL SUBMISSION
To: Caralyn MacDonald Attn: Maggie Schofield Attn: Larry Clausen Calgary Downtown Association Downtown Calgary

Proposal Submitted January 8, 2007.

Dear Caralyn and Maggie,

A sincere thank-you for the opportunity to present ourselves again to the Calgary Downtown Association for the event production of Downtown Calgary Fashion Week 2007! We feel the efforts and achievements made during DCFW2006 were a success and we are eager to contribute to another great season in 2007. We have put together a summary of our involvement from last year, as we realize your positions are new with the CDA. Originally, we were hired to be the event planners the Designer Gala, focusing on the production of sourcing and planning all elements from venue, to dcor, to coordinating with technical, food and beverage and Mode Models. Within three weeks of being hired, Jackie Flegel left the CDA and we were now responsible for the overall coordination of DCFW 2006 along with marketing, advertising and seeking sponsorship. We also took on ticket sales and distribution for the CDA, and were partially involved and then assisted with media communications as well. We really feel like a part of the team created to put on Fashion Week, and hope that with your support, we can re-unite to bring Calgary an even bigger and better Downtown Calgary Fashion Week this year! Communication, cooperation and commitment are the key to any successful event, and we are very excited to work both of you in this capacity.

When we make you look good ~ we feel good.

HOTTEST TICKET
To create the hottest ticket, Pirannah Productions would like to submit concepts for a variety of Fashion related events that will; o sell tickets and generating revenue, o bring people from all areas of the city to downtown Calgary o promote the fashion industry in Calgary o And above all show the people of Calgary that Downtown is the hot spot to be. As such, we would like to position ourselves as your Event Project Managers, focusing on the coordination, planning and concept development of the events that will take place during Downtown Calgary Fashion Week 2007. We have already created some hip concepts for this year, and once aboard, would like the opportunity to present them to the committee. We feel it strengthens the project to be integrated into the overall planning concepts and strategies in all areas of the project. All logistics and production and staffing details would be taken care of by us, under your authority. As for Marketing and Advertising, we are enthusiastic about being involved in the strategy planning, but would leave the CDA to ensure their needs are fulfilled first and foremost on moving it forward. Along with that, we feel that the CDA would benefit by sourcing and maintaining their relations with sponsors and key players. Should the CDA have the resources, ticket sales and distribution was a major time consumption for us, that we would be happy to hand over ~ should you choose.

We love to do what we do best plan the best event of the year!

Pirannah Productions Inc:

SHAUNA QUINN
PROJECT MANAGEMENT
Shauna Quinn is the CEO of Pirannah Productions Inc and works worldwide on large scale events specializing in Operations Management, Event Consulting and Staff Coordination. Recently Shauna has just returned from an extended contract with the Victorian Government of Australia where she held a senior project officer role of Operations Project Manager, SPS for the Melbourne 2006 Commonwealth Games. Other international events include;Sydney 2000 Olympics, 2001 Dublin International Film Festival, 2002 Salt Lake City Olympics, 2002 Manchester Commonwealth Games and 2004 Athens Olympics and Paralympic Games along with local Street Festivals and Corporate Galas. Shaunas skills and experience are concentrated in Management Communication and Operational Planning. Her high level abilities in communication, logistical and managerial planning and risk management are a key success factor to every event. A background degree in television and film production, theatrical stage performance and concept strategist credit her understanding of the industry and on-site management acumen.

Since 2002, Pirannah Productions has evolved and grown to create a well respected presence in Calgary, AB. Stemming from the International event experience of Shauna Quinn, a born and bred Calgarian this small company has grown to create a new breed of event production and management. Labeled as a successful Production Management and Creative Concept Event House, Pirannah Productions success come from the seamless teamwork of working with other event professional and working with exceptional clients. Pirannah Productions unique style and managerial model allow us to service our clients needs with expert industry talent within their budgetary needs. With a vision to be a leader in the industry, Pirannah Productions is proud to have achieved professional Canadian designations (CSEC & CSEM) and sits on executive boards like; the Canadian Special Events Society (VP of Advocacy) and the World Skills 2009 (Chairman of Events) and eWomen Foundation (Executive Events Director) among others. Pirannah Productions is also dedicated to supporting local suppliers and students in the thriving event industry by training, supporting and educating those in the industry. We aim to put Calgary on the map as a professional event city.

Our style
We work with our clients. Knowing you have multiple resources and professional relationships that need to be adhered, we pick up the pieces and help manage your process the way you need it done. Comparatively, we can be the backend system to help you succeed, and the forward drive in getting it done!

Our professional services fees covers all time and project management including; meetings, local travel, office and administration costs, proposals and debrief reports. A 5% retainer payment is required for creative concept development and 50% deposit prior to start of procurement and planning. Final Balance is due prior to the start of the event and contract amendments are to be finalized within 30 net of completion of project.

Our collection
Pirannah Productions boasts a diverse and multi-talented workforce in its team. To keep a cutting edge on trends and style, and fresh collection of talent on board; Pirannah Productions hires independent contractors that share a passion for events, represent strong business acumen and uphold an ethical approach to collective projects. Coming together to create a single yet united team, the client receives dedicated attention with a Pirannah Productions client specialist while the other team members busily complete their assigned roles. Each event is divided into job specific functional areas that allow those individuals with the greater experience and skills to focus and execute their craft. Modern technology allows us to expand our team and connect with other international specialists who share the same enthusiasm and offer a greater range of experience and knowledge not found locally. Consulting and overseeing the big picture, international specialists like Jocelyn Keet are able to ensure attention is paid to detail and the end-to-end event experience is seamless. Pirannah Productions also supports the local community and its ever rising talent. Using a chain of command communication structure, junior event coordinators and entry level positions are a welcomed opportunity for local event students and enthusiastic individuals looking to get their most fashionable foot in the door.

JOCELYN KEET
FASHION SPECIALIST
Jocelyn has enjoyed living overseas and working in Marketing, Sales, and the Fashion Industry over the past three years. Fashion has always been a passion for Jocelyn ever since her father owned several boutiques and founded several fashion labels in the 70s and 80s. Now as an adult, Jocelyn is excited to help raise the profile of fashion in Calgary. Having achieved a degree in Business Administration with a combined major in Marketing and Communication, Jocelyn has applied her business acumen in a variety of Sales and Marketing

roles with several consumer goods

companies such as Pepsi and now recently Campbells International. In her current role with Campbells, Jocelyn works in the innovations marketing team developing brands which will be responsible for the companys future growth. Jocelyn lived in London where she had her first experience working in the fashion industry. She began working for the British label Reiss as Assistant Manager of Womenswear and also as an Assistant in the Press Office. In addition to working for Reiss, Jocelyn also took several short courses at Central St. Martins School of Art & Design including Fashion Styling and Fashion Marketing.

Pirannah Productions Inc combines creative concepts with solid event management to achieve unique and seamless event experiences. Our team of professionals is individually equipped with specialized skills and talent, that together result in a full range of technical direction, production management and dcor design that is incomparable.

Haute Couture (exclusive deliverables)

Full Event Management consulting for all Fashion Week events

o o o o o o o o o o

Strategy planning Attendance at Pre and Post meetings Timeline and milestone reporting Cohesive consulting across all events Creative concept Entertainment and Decor Operational planning (logistics/communication/staff) Advertising and web design Tickets sales management (tracking only) Guest relations (inquiries and service)

Full Project Management of Designer Round Up Gala

Staffing Support o Volunteer coordination o Paid staffing recruitment as required Logistics

o o o o o

Scoping and procurement of suppliers Planning and coordination of suppliers Coordination of all rentals and requirements Venue liaison all fashion events Contract management (F&B, Venue, ect)

Marketing and Sponsorship o Basic delivery and strategy planning Communications and Operational Planning

o o o o

Core strategies Fortnightly reports of progress status End to end delivery of events Basic delivery and strategy planning

Ticket Sales and Management

Prt--Porter
Ready to go is the Event Scope prepared for the Calgary Downtown Fashion Week 2007. Using your requirements, we have forecast our Management Fees for the total cost of the project. Benefiting from our diverse levels of staff, we are able to assign projects according to our Communications Structure. Shauna Quinn will be the sole contact to the client, working as Lead Producer for the event. As Lead Producer, a percentage of the final cost will be allocated as payment with some billable hours being estimated in advance. Other members of the Pirannah Productions Team will take on various roles as Event Managers. Event Managers are paid with a flat fees structure, based on an estimated scope of work for their portion of the project. These fees are based on their current rates that they have negotiated with Pirannah Productions. This result in a substantial savings to the client receiving top professionals experience at economical rates. Junior Coordinators are placed in roles to assist the managers and are paid at a lesser cost. Both the Event Manager and Producer oversee the entire Production, therefore minimal tasks and support work can be billed at a lower cost, saving the client from paying billable hours to the higher bracket pay rates. C.R.E.W members are our credited-reliable-event-workers, students and interns that are looking to gain experience in the event industry or share a passion for events. CREW members are trained by Pirannah Productions in advanced, and receive additional on the job learning. Per diems are paid out to CREW, and most receive a basic hourly rate of pay. We believe our pricing equals value for both the client and the contractor. Sponsorships, product suppliers and pre-developed relationships that Calgary Downtown Association will want to continue as first point of contact can be assisted or managed in conjunction with Pirannah Productions if desired, with full confidentiality and discretion in place. *Additional costs will be itemized on a per project basis to include the hard costs and supplier fees. These costs can be directly billed to you, and will offer you any discount or savings received via Pirannah Productions Inc. We are also able to control all fiscal management, payments to suppliers and cheques requisitions for a 10% mark up to the total amount charged.

SIMONE GREENWOOD
PROJECT MANAGEMENT Simone is the newest member of the Pirannah Productions team and has quickly rise to the challenges and adaptation of working in a fast paced, dynamic environment. As the new Creative Designer, Simones attention to detail and eye for beauty is reflected in a sense of flare, fun and elegance in all the Pirannah Production events. With a background in wedding planning, Simone gives the ever deserving TLC to all her clients, ensure that they share the same vision for the final look and feel of their event. Her sense of design and high level of customer service go hand in hand to deliver exceptional results. Simone is also well rounded in other areas of event management, working for numerous years in the food and beverage and service industry. Her knowledge and experience allow for easy communication and liaisons with various venues and catering manager.

Retro Review. Opportunities 2006

Marketing Background Pirannah Production guided the marketing efforts for 2006. This included creating the t-shirt selling booth and creating various pieces of marketing material. We also chose festivals to attend and cross promoted with other events that would reflect our target demographic.

2007
Pirannah suggests that CDA has responsibility of the marketing for DCFW to ensure that all sponsorship, branding, and imaging needs are accurate to the mandate of the CDA. Pirannah is happy to create some outof-the-box marketing ideas and opportunities to enhance the DCFW marketing package. Less time spent on marketing will significantly reduce the cost for additional hours. 2006 we received an additional $2000 a month for services. Fashion Week received good coverage during the week, however it is still felt that many were unaware of the events or the dates of the event. A bigger lead up is needed, to front load the media and marketing for the event. Comments that it only pertained to those already working in the downtown core and did not allow an extension for other fashionistas to come downtown for the shows. Some questioned if it was about Fashion or Retail sales.

Time

Working with Tag Advertising, the marketing aspect of the Project Manager role took over 60% of our project time. We had many out of the box ideas that we were hoping to achieve with marketing strategies. Unfortunately, although these ideas were pitched to the committee in May, they were not approved. However, late in August, the committee had decided they did want to pursue these avenues but at this time it was too late for planning. It was also costly for Pirannah to run the marketing, as we had to purchase several materials for the T-shirt booths, and Pirannah hired an additional staff member to manage the daily set up and sales of the booths. Tag was not able to meet all the time commitments required to make all the marketing deadlines. Many of this was the mixed messaging received from the committee in regards to logos, catch phrases and wording changes.

Challenges and Successes

It is proposed that a unique and larger marketing campaign is started in Spring to allow designers, sponsors and participants a longer opportunity to get involved. This should gradually grow over the summer and have a few large scale warm-ups prior to the event.

Outcome

Ticket Sales

PP was asked to be solely responsible for ticket sales. This was a very time consuming effort. We chose to hire ie ticketing for online purchasing. PP created a tier ticketing strategy using LEXUS, FASHION and FRONT ROW ticket levels. LEXUS was for sponsors, media and promotional tickets. FASHION was purchased to general public at $65 and FRONT ROW sold for $200. There were limited numbers of each ticket printed (from first counts) and we ran out of tickets when it was decided to oversell the event. Original plans had CDA distributing all purchased tickets and managing the process. However, the admin (Carol) left the company, leaving PP to take it on. PP incurred additional costs with couriers and admin (stamps/envelops) which was an additional bill back to CDA.

CDA should manage the entire marketing campaign, but will have the support of PP for ideas and concepts. CDA will manage their relationship with Tag and all media outlets. PP will support their strategies and provide the on-site signage set up and any marketing initiatives. PP recommends that CDA manages the ticket sale process, financing and distribution. PP recommends setting up the ticket sales booths at key festivals.

Successes

Wristbands were brought in at last minute to attempt to distinguish the VIP/FRONT ROW ticket holders from FASHION. We were able to sell out over 10 days in advance. A lot of this was due to the ticket/t-shirt booths set up at various festivals and cross promoting the event with other online databases and emailouts. FRONT ROW tickets sold out, bringing in larger revenue.

We would suggest either the CDA or Pirannah Productions hires an individual solely responsible for responding to all ticket sales and customer inquiries as this did take a full time job.

Challenges

Ticket/T-shirt sales throughout the month at the downtown locations was very low. One sale a day was a success. The most profitable day was at Marda Loop Marda Gras. Many people were late to know about DCFW which resulted in over 200 demanding last minute tickets to the event, which in turn affected our capacity, food service and logisitical planning. While guests were entering the ballroom, it was decided by (KS) to fill all the front row seats, despite the actual ticket holders not yet being in the room. This threw a lot of the planning out the window, and anger among ticket holders. MEDIA all assumed to have free tickets (some companies asking for 10+) and assumed they would have seating. This again caused overcrowding.

Ticket will be harder to manage as more individuals and companies will expect to receive pro bono tickets for their participation or reputation. They could sell out very quick this year, and a plan should be set in place to set aside additional ticket for those VIP that request last minute one.

Comments
We are happy to discuss any of these points, and other key areas in detail if requested. As mentioned, for 2007, we offer to focus on the production and creation of unique Fashion related events that will: o o o o sell tickets and generating additional revenue bring people from all areas of the city to downtown Calgary promote the fashion industry in Calgary Above all show the people of Calgary Downtown is the hot spot to be.

Communications Structure
Producer Oversees all operations, including legal, budget, time and client management Event Manger Responsible for all detail/planning of events Junior Coordinator assistant to the Manager, coordinates rentals C.R.E.W - Credited Reliable Event Workers

Other Key Stakeholders

Calgary Downtown Association

PIRANNAH PRODUCTIONS TEAM

Producer/ Senior Event Manager CLIENT LIASION

Fashion Show CONSULTANT CREATIVE SPECIALIST

Event Manager LOGISTICS

Event Manager DCOR &

ENTERTAINMENT

CUSTOMER SERVICE

Junior Coordinator Rentals

Junior Coordinator Designers/ VIP

Junior Coordinator Event Entertainment/

Junior Coordinator Volunteers

C.R.E.W

C.R.E.W

C.R.E.W

SUPPLIERS

10 CDA Countdown.
Timelines To be completed Outcome Achievable Comment

Pirannah Timelines
To be completed

Event Schedule
Monday Noon Evening Evening Event Tuesday Wednesday Thursday Friday Saturday

Carolyn, If you feel we are on the right path with our involvement for Downtown Calgary Fashion Week 2007, please let me know. We can have some draft concepts written for you to present to your board meeting at the end of the month.

Thanks,

Sincerely,

Shauna Quinn CEO/ Executive Producer Pirannah Productions Inc