The authentic tastes of Texas meets the sounds of Nashville at Filthy

Transcription

The authentic tastes of Texas meets the
sounds of Nashville at Filthy Rich Bar-B-Q.™
Filthy Rich Bar-B-Q | Confidential Investment Summary | January 2010
Introduction
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Ladies and Gentlemen, let us introduce you to Filthy Rich Bar-B-Q...
• LV NV Management (the “Management”), along with William Morris Endeavor Entertainment and popular country
music artists John Rich and Gretchen Wilson are planning to acquire, renovate and operate a retail space inside of
New York-New York Hotel & Casino (the “Business”) and brand it as Filthy Rich Bar-B-Q, an approximately 10,000
square foot indoor/outdoor entertainment, restaurant and retail space focused on authentic country music and
American barbecue.
• The Management Team is comprised of Scott Jensen, Steve Trowbridge and Ryan Smith.
• Mr. Jensen is co-founder, board director and previous President/CEO of Stubb’s, the nation’s leading producer of
super-premium barbecue sauces, marinades and packaged meat products as well as a partner of Stubb’s Bar-B-Q,
the world-famous Bar-B-Q Restaurant and Live Music Amphitheater on Waller Creek in Downtown Austin, TX. Scott
will lead the management team and develop the food program for the project
• Mr. Trowbridge is the Creative Director, Retail & Brand Experience for Goddard Group, an acknowledged leader in
entertainment-focused hospitality and retail development. Steve will lead the interior design and fit-out of the project
as well as oversee the initial brand and identity development.
• Mr. Smith is an independent talent manager and marketer, who most recently headed marketing and promotions
at Barry Manilow’s Stiletto Entertainment. Ryan will oversee advertising, marketing and sponsorship aspects of the
business.
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Filthy Rich Bar-B-Q | April 2010
4716 Vineland Ave | N Hollywood, CA 91602 | garygoddard.com
© 2010 Gary Goddard Entertainment, Inc. / LV NV Management, LLC. All rights reserved. Unauthorized duplication or distribution prohibited.
The talent as the brand
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John Rich: A Multi-Platinum, Multi-Platform Powerhouse
John Rich was born in Amarillo, Texas and was a member of the country
music band Lonestar, in which he played bass guitar. In 2003, he joined
Big Kenny to form the duo Big & Rich, who released three albums on
Warner Bros. Records as well as ten singles, including the Number One
“Lost in This Moment”. After Big & Rich went on hiatus in 2007, Rich
began work on a second solo album, Son of a Preacher Man, which has
produced two more chart singles. In addition to his work in Big & Rich,
John has co-written singles for multiple artists, including Keith Anderson,
Cowboy Troy and Gretchen Wilson, as well as producing records for several
other artists.
Big & Rich Albums
Horse of a Different Color (2004): 3× Multi-Platinum
“Wild West Show” #21
“Save a Horse (Ride a Cowboy)” #11
“Holy Water” #15
“Big Time” #20
Comin’ to Your City (2005)
“Comin’ to Your City” #21
“Never Mind Me” #34
“8th of November” #18
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about john rich, continued
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Between Raising Hell and Amazing Grace (2007)
“Lost In This Moment” #1
“Between Raising Hell and Amazing Grace” #37
“Loud” #42
John Rich: Solo Albums
Underneath the Same Moon (1999) #64
“I Pray for You” #53
Son of a Preacher Man (2009) #3
“Another You” #45
Gone Country
Gone Country uproots these seven musical celebrities and moves them
into a Nashville mansion together to embark on a two-week adventure,
hosted by singer-songwriter John Rich. Each celebrity will be paired up with
some of Nashville’s finest songwriters in an attempt to prepare them for a
career in country music. In each episode, the cast competes against each
other in challenges that will test them musically and physically to adapt to
a country music lifestyle, both on and off the stage. At the end of the two
weeks, the artist who is most prepared to impress a country audience, as
determined by Rich, will record and release a song
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about GRETCHEN WILSON
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Gretchen Wilson: The Authentic Redneck Woman.
Gretchen Wilson made her debut in 2004 with the Grammy Award-winning
single “Redneck Woman,” a number-one hit on the Billboard country charts.
The song served as the lead-off single of her debut album, Here for the
Party. Wilson followed this album one year later with All Jacked Up, the title
track of which became the highest-debuting single for a female country
artist upon its 2005 release. A third album, One of the Boys, was released
in 2007. Her next album, “I’ve Got Your Country Right Here”, is set to be
released March 30, 2010.
Wilson has charted thirteen singles on the Billboard country charts, of which
five have reached Top Ten: the Number One “Redneck Woman”, as well as
“Here for the Party” (#3, 2004), “When I Think About Cheatin’” (#4, 2004),
“Homewrecker” (#2, 2005), and “All Jacked Up” (#8, 2005). The album
Here for the Party was certified 5× Multi-Platinum by the RIAA for sales of
five million copies, while All Jacked Up was certified platinum and One of the
Boys certified gold.
* 2005 CMA Female Vocalist of the Year
* 2004 ACM Top Female Vocalist
* 2004 ACM Top New Artist
* 2004 CMA Horizon Award
* 2004 Grammy Award Best Female Country Vocal Performance
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The concept
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A few reasons why Filthy Rich Bar-B-Q is bigger and better than the rest...
Food When You Want It – Filthy Rich will be a great place to come any time of day for good music, good people and,
of course, our legendary food. That’s why guests can put in an order to the Smoke Shack anytime we’re open and eat in
or grab their grub on the go. Because when you are in a town as crazy as Vegas, who wants to play by the rules?
The Smokehouse– Visible from both inside the restaurant and enticing guests from outside, our custom smokers put the
slow-cooking art of proper BBQ on stage for everyone to see. A select few will be able to tour The Smokehouse as part of one
of our VIP dining packages.
Here for the Party Bar – Named for Gretchen’s #1 Billboard Country and 5x Multi-Platinum certified album, the
Here for the Party Bar will have even high class broads yellin’ “Hell Yeah!” The best parties start at home, so the Here
for the Party Bar is keepin’ it country and kickin’ it trailer style. The bar is behind the rear of our custom double-wide
Airstream right out in the backyard. Now you can’t have a party without shots, so we will be serving up our signature “SixShooter” and “Shotgun” with of course Gretchen’s favorite American Tennessee whisky, Jack Daniels.
Heroes Bar – A tribute to the men and women who serve our country, active duty soldiers, veterans and firstresponders get to the front of the line at the Heroes Bar.. and the first drink is on us!
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The concept
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Garage Sale– While looking like a cluttered catch-all for everything including a vintage Chevy pickup, a hand-picked
selection of apparel, John and Gretchen’s gear and Filthy Rich Bar-B-Q products.
The Pit– In the middle of the Dance Hall this versatile, transformable space will primarily be for dancing, but can
accommodate unique novelty activities such as horseshoes, boxing, wrestling and other exhibitions. The Pit will also be fullyenclosable with drapery to create an entirely unique space for private parties and special events.
Drinks As Big As Texas – Mini-Kegs filled with your favorable brew and Shared “10-Gallon Hats” of dangerously strong
concoctions are great fun and great value.
The Backyard – A realistic nod to summertime entertaining, with trees, grass and fire pits... in the middle of the Nevada
desert. Seating areas for 8-10 will each have their own firepit for the cold nights.
Special Event and Group Sales
– Multiple entrances and flexible space design will allow Las Vegas to capture
significant revenue from a wide variety of options. In particular, a coordinated marketing effort with Thunder from Down Under
would allow us to become “the place” for bachelorette parties.
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executive summary
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Filthy Rich is much more than a restaurant...
Filthy Rich Bar-B-Q represents an almost unprecedented milestone for branded entertainment, where the physical Las
Vegas location becomes the epicenter for the Filthy Rich brand as well as a launching pad to other opportunities. With
the combined talents and resources of Goddard Group (whose reach includes countless projects in Las Vegas, Asia and
the Middle East) and William Morris Endeavor Entertainment (one of the nation’s largest talent agencies, with offices
across the US as well as London and Shanghai), Filthy Rich can create presences across virtual any media platform
almost anywhere in the world. Scott Jensen’s twenty-plus years in packaged food products opens the door to Filthy Rich
products and services in tens of thousands of retail outlets. A few examples of the opportunities include:
• Reality television show following the development of the Las Vegas restaurant and the opening (currently strong
interest from a major broadcast network and a large cable network).
• A signature Filthy Rich Suite that would host the TV show or the talent when they visit the property, but would also
be a key marketing asset for the casino for those select customers looking for a memorable weekend at the property
(weddings, bachelorette parties, etc). We believe this suite would be as meaningful to middle-America as the Real
World suite was to the MTV generation.
• The “Official Afterparty Jam Session” for all WME2 artists (including over 75 major country acts) when they perform in
the Las Vegas market.
• Filthy Rich branded table felts and slot machines to drive the energy of the restaurant down to the gaming floor (and
vice-versa).
• The Filthy Rich Texas Hold ‘Em Tournament, hosted by John Rich.
• PBR, NFR and NASCAR-coordinated events would make Filthy Rich the place to go after the event... or the best place
on the strip to watch it!
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executive summary
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Building on a long history of good music and good food...
Filthy Rich Bar-B-Q intends to establish itself as an authentic, premium comfort food dining establishment focusing on
smoked BBQ meats, grilled veggies and fish, delicious country-style side dishes and signature “sharable” desserts. Las
Vegas will also be a fun place to hang out with friends or meet new ones, with a lively bar scene centered around a stage
that will play host to everyone from local up-and-comers to the biggest names in country music.
Las Vegas intends to capitalize on a national trend to comfort foods, and in particular, the growing BBQ dining segment. This is most readily evident in the growth of chains such as west coast chain Wood Ranch, currently at 11 units and
Smokey Bone’s, which was created in 1999 and already has 73 units and is seeing double digit annual growth under Sun
Capital ownership. One can also point to the longevity and success of Cracker Barrel, founded in 1969, which currently
has 577 units generating nearly $2.4 billion in revenue last year.
The Las Vegas concept is particularly well suited to the New York-New York property, as it represents a unique choice
among the offerings of the 5 neighboring properties: Excalibur, MGM Grand, Tropicana, Luxor and Mandalay Bay. While
some of the nearby restaurants offer “American” cuisine, most are either more upscale or more adventurous with their
menu, and none are specifically focused on traditional southern cooking. As an added benefit, all adjacent properties
apart from Tropicana are part of the MGM Mirage corporate family, and Filthy Rich could benefit from coordinated
marketing among sister properties.
The key to Filthy Rich’s success is based on AUTHENTICITY. Everything is the real-deal, from the music to the food and
we believe guests will recognize and appreciate this fact. In addition, the synergy of pairing some of the best Bar-B-Q in
the country to the unparalleled entertainment resources of William Morris Endeavour opens the door to national talent,
television and internet opportunities and retail ventures that will strengthen the brand as it drives customers to the casino
and the restaurant.
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The food
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Sample Menu Items:
• Oak & Hickory Smoked Boneless Turkey Breast
• Oak smoked sliced All-Natural Black Angus
Brisket Flat
• Oak Smoked St Louis Style Ribs Rubbed with
Filthy Secret Rib Rub
• Oak smoked Baby Back Ribs rubbed with
Filthy Secret Rib Rub and glazed with Filthy
Rich’s Crown & Country Bar-B-Q Sauce
• Slow Simmered Pinto Beans
• Spinach, Cream Cheese & Serrano Pepper
Casserole
• Macaroni & Cheese
• Collard Greens Simmered with Bacon
• Homemade Pecan Pie
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preliminary conceptual rendering
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Conceptual rendering for illustrative purposes only.
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preliminary conceptual rendering
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Conceptual rendering for illustrative purposes only.
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PRELIMINARY plan
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the inspriration
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the inspriration
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FOUNDING MANAGEMENT TEAM
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Scott Jensen | Managing Member | Founder, Stubb’s Legendary Kitchen
Scott Jensen is the Co-Founder and Director of Stubb’s Legendary Kitchen. He started the Stubb’s over 17 years ago with
the namesake co-founder, C.B. Stubblefield, and two of his closest friends.
Scott is also the founder, co-owner and a board director for Stubb’s Austin Restaurant Company, the famous Bar-B-Q and
Live Music Venue in Austin, Texas. Scott is a member of the Austin Chapter of YPO (Young President’s Organization) and the
head of the Specialty Food Executive Forum. Scott has led the company in its national and international expansion to be the
largest Super-Premium Bar-B-Q and Marinade brand in the country. Further expansions into licensing and the catalog/webbased smoked meats delivery business (www.stubbsbbq.com) have furthered the brands authentic delivery of a true Texas
Bar-B-Q experience.
Scott co-authored the Stubb’s Bar-B-Q Cookbook in 2007 (Wiley & Sons), and teaches Bar-B-Q classes at various venues
around the country.
Before co-founding Stubbs, Scott spent 3 years as a marketing manager at James River Corporation on the Dixie Cups
& Plates, Brawny Paper towels and Northern Bathroom Tissue brands. He spent a little under three years there after
graduating with an MBA from NYU.
Before heading to NYU, he spent two and a half years at the Bloom Advertising Agency (now part of Publicis, USA) as a Media
Planner first and then an Account Executive. He worked on several national consumer products advertising campaigns
including Church’s Fried Chicken, Liggett & Myer Tobacco, Carnation, Nestle and Ross Laboratories.
Scott holds a MBA from New York University and also graduated with a BS in Psychology and BA in Business Communications
from Southern Methodist University in Dallas.
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Steve Trowbridge | Managing Member | Creative Director, Goddard Group
Over the past decade, Steve Trowbridge has garnered extensive experience in creative direction, construction management, and
project development. He applies his diverse background of production, marketing, and theatrics to meet the challenges of his
dual role as Principal of Rhetroactive and Creative Director for Retail/Brand Experience Design at Goddard Group.
Steve joined Goddard Group in its infancy and has lent his creative vision to numerous projects in the United States and
around the world, including the Tropicana Resort & Casino, Galaxy Mega Resort in Macau and One Mount, a mixed-use retail
and entertainment complex in Seoul. He is currently overseeing the master plan and branding of a 10-square-kilometer city
development in northern China and and recently completed the interior design and branding/identity for the critically-acclaimed
bar/restaurant Rockwell, VT in Los Angeles.
In 2005, he oversaw construction and on-site art direction for the Georgia Aquarium in Atlanta and Sunset Beach, a 13,000 sf
restaurant and lounge on the famous Sunset Strip in Los Angeles. More recently, he spent nearly two years managing a site
office in Jakarta, overseeing the production and installation of a 400,000 sf immersive retail experience at Grand Indonesia. Steve has also provided consulting services and produced branded events for Clear Channel Communications, Conde Nast
Publishing, Samsung, and Diane von Furstenberg.
Prior to the formation of Goddard Group, Steve was an Art Director at Landmark Entertainment Group, making key contributions
to the exterior and interior environments of Hershey’s Times Square, Hershey’s Really Big 3D Show and The Mask 3D in Madrid. He also was a founding member and Creative Director for Spacedog, a full-service digital marketing agency, working with clients
such as Universal Music, Carl’s Jr., Terra Networks and Susan Blond, Inc. Spacedog continues to operate as a unit of Mendelsohn
Zien Advertising.
Steve holds a BA from the University of Missouri-Columbia, where he focused on communication, media production, and technical
theatre design.
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Ryan Smith | Managing Member | President, LV NV Management
“THE PRODIGY: When you need to get something done in Las Vegas, you call RYAN SMITH.”
- The Advocate, issue 1004
Ryan Smith has more than seven years experience in marketing and promotions. He has created and implemented promotional
campaigns on behalf of Los Angeles’ renowned radio powerhouse KROQ 106.7 FM and has worked for the marketing and
promotions department of SPIN Magazine. In addition he served as the marketing, promotions and entertainment director for
KRAVE Nightclub Las Vegas.
A veteran of the Las Vegas market, Ryan has extensive contacts and relationships in the entertainment industry. He most
recently handled marketing and promotions for “Manilow: Music & Passion,” at the Las Vegas Hilton as director of marketing for
STILETTO Entertainment.
Wagendorf Productions, a marketing and promotions company focused on entertainment and nightlife is Ryan’s most recent
creation. Projects include a collaboration with Ivan Kane, creator and owner of famed Hollywood/Las Vegas hot spot, Ivan
Kane’s Forty Deuce, on the only weekly male burlesque experience in the country. Wagendorf is also the local liaison for
Walton Isaacson and associates (event marketing for Lexus GLBT & Unilever) and manager and producer for Ruby Ann Boxcar
(bestselling author and playwright).
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Gary Goddard | Senior Advisor | Chairman/CEO, Goddard Group
Gary Goddard is an acknowledged leader in bringing unique visions to life for theme parks, destination resorts, theatrical
productions, casinos and retail destinations throughout the world. Gary has provided ongoing design and consultation for many of the largest entertainment and leisure companies on the planet
including UNIVERSAL STUDIOS, WALT DISNEY WORLD, CAESARS PALACE, MGM GRAND, SANRIO COMPANY, ITT SHERATON,
SANDS CORPORATION, SUN INTERNATIONAL, GALAXY ENTERTAINMENT, HARRAH’S ENTERTAINMENT, INC., HILTON LAS VEGAS, PARAMOUNT PARKS, WARNER BROS. and HERSHEY CHOCOLATE COMPANY.
He has collaborated with industry leaders and visionaries that include JAMES CAMERON, STEVEN SPIELBERG, BRYAN SINGER,
DEAN DEVLIN, ARNOLD SCHWARZENEGGER, HENRY GLUCK, former Chairman and CEO of Caesars Palace, JAY STEIN, former
Chairman and CEO of Universal Studios Theme Parks, MARC DAVIS, Walt Disney’s original handpicked designer for all the major
attractions at Disneyland, JACKIE CHAN, PRINCE ALWALEED, and BERNIE MARCUS, founder of the Home Depot Stores.
In the world of theme parks and attractions, Gary Goddard is considered the top creator in the field today and is named on the
inventor’s patents for many of the greatest attractions in the world; creations that include TERMINATOR 2/3D, THE JURASSIC
PARK RIVER ADVENTURE, STAR TREK: THE EXPERIENCE, and THE AMAZING ADVENTURES OF SPIDER-MAN. He was also one
of the hand-selected team of 5 designers responsible for creating the concept and master plan for UNIVERSAL’S ISLANDS OF
ADVENTURE in Orlando.
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In the world of attractions, resorts and casinos, his successes stretch beyond attractions into highly successful resorts, casinos,
and shopping centers throughout the world. From creating THE FORUM SHOPS AT CAESARS in Las Vegas, to developing
HERSHEY’S TIMES SQUARE in New York; from master planning the expansion of CAESARS PALACE in Las Vegas, to laying out the
master plan for MONTELAGO VILLAGE in Lake Las Vegas, from designing the TABLE BAY HOTEL in Cape Town, to creating all of
the interior designs for THE STAR CITY CASINO in Sydney; from creating the massive new shopping experience CROSSROADS OF
THE WORLD in Jakarta, to designing the incredible GALAXY MEGA-RESORT in Macau, there is no limit to what Goddard and his
team of designers have accomplished.
LVNV
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This summary document does not constitute an offering of the Class A Units or any other securities.
The offering may only be made through the Confidential Private Placement Memorandum
(the “Memorandum”) prepared by LV NV Management, LLC. The information contained in this
summary is qualified in its entirety by the Memorandum. This investment involves significant risks
as described in the Memorandum and is suitable only for qualified investors.
Management will make available to potential investors additional information about the Company,
the Business and the Offering as may be reasonably requested by such potential investors or their
advisors.
For additional information, please contact:
Mr. Steve Trowbridge
Goddard Group
4716 Vineland Avenue
North Hollywood, CA 90601
(310) 601-2000 | steve@goddardgge.com
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All contents contained herein copyright 2010 Gary Goddard Entertainment, Inc and LV NV Management, LLC. No unauthorized duplication or distribution is permitted. All rights reserved.

The authentic tastes of Texas meets the sounds of Nashville at Filthy

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