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MAY 19 – 22, 2011

EXHIBITOR INFORMATION & APPLICATION


Thank you for your interest in becoming an Exhibitor at the inaugural Atlanta Food & Wine Festival presented by
FOOD & WINE and Travel + Leisure. The Festival will take place May 19 – 22, 2011 in the Midtown neighborhood of
Atlanta and will include outdoor Tasting Tents showcasing the best of food, wine, spirits and artisanal products
from across the Southern region of the U.S. and from other Southern regions around the globe.

To apply as an Exhibitor, please print, complete and return the following application form to the Atlanta Food &
Wine Festival by Tuesday, February 15, 2011. All applications will be reviewed by a committee and payment due
when final exhibitors are notified of selection.

We look forward to hearing from you.

Elizabeth Feichter Dominique Love


COO & Co-Founder CEO & Co-Founder

ABOUT THE FESTIVAL


The Atlanta Food & Wine Festival is the first luxury culinary festival in the nation dedicated to showcasing and
celebrating the food and beverage traditions of the entire Southern region from Texas to the District of Columbia.
The Festival will offer carefully crafted learning and tasting experiences for guest focused on three themes:

OLD TRADITIONS – notable Southern food and beverage traditions like farm-to-table, soul food,
barbecue, Cajun & Creole, meat & three, sweets, bourbon, etc.

NEW TRADITIONS – new Southern food and beverage traditions – Asian, Greek, French, Latin, celebrity chefs,
award-winning mixologists, etc.

IMPORTS & INSPIRATIONS (aka “Other Southern) – food, wine, spirits and culinary talents from other Southern
regions (i.e., Southern Europe, South Africa, South America, South-of-the-Border, Southern Hemisphere, etc.)
around the world that have become local favorites.

The Festival will draw approximately 10,000 people over the weekend with a maximum of 3,000 people
participating in the Tasting Tent experience each session.

ABOUT THE TASTING TENT EXPERIENCE


The Atlanta Food & Wine Festival Tasting Tents are destined to lead guests on a unique culinary exploration of the
South through a series of Culinary Trails, Ultimate Tasting areas and a Sip & Sample experiences.

CULINARY TRAILS – Inspired by Southern Foodways Alliance’s Culinary Trails, the Festival’s Tasting Tents will
allow guests to sample the best of Southern culinary staples from across the region, like barbecue and southern
sweets, paired with pre-selected wines, beers and spirits. Tasting Trails are curated by the Festival Founders
Council.

ATLANTA FOOD & WINE FESTIVAL • 1000 MARIETTA STREET NW • SUITE 108 • ATLANTA, GA 30318 • ATLFOODANDWINEFESTIVAL.COM
ABOUT THE TASTING TENT EXPERIENCE continued…
ULTIMATE TASTING – Tasting Tent space dedicated exclusively to the whole pig and bourbon curated by Chef
Kevin Gillespie and Julian Van Winkle.

SIP & SAMPLE – General sampling of food, beverage and artisanal items.

STREET CARTS – a collection of the leading street carts from across the region curated by Chef Dan Latham.

A total of five (5) Tasting Tent sessions will be offered:

Friday, May 20: 2:00 – 3:00 pm (VIP Preview)


3:00 – 5:00 pm

Saturday, May 21: 12:00 – 2:00 pm


4:00 – 6:00 pm

Sunday, May 22: 12:30 – 3:00 pm

The Festival Tasting Tents will accommodate up to 3,000 guests per session. Approximately 1,000 of these guests
will have single-session, tent-access passes, allowing entrance into the tents during their purchased session time
only. The remaining 2,000 guests will have weekend passes that include access to all Tasting Tent sessions.

APPLICATION PROCESS
The application process is open ONLY to culinary-related businesses from the Southern region of the U.S. (Texas –
D.C.) or from one of the “Other Southern” regions around the globe, including Southern Europe – Portugal, Spain,
France, Italy, and Greece; South Africa; South America; the Southern Hemisphere – Australia, New Zealand; and
South-of-the-Border – Mexico and island south of the U.S.

Exhibitor space is limited and the Atlanta Food & Wine Festival reserves the right to refuse any applicant.
Applications must be received by Tuesday, February 15, 2011 and applicants will be notified of the final decision no
later than Tuesday, March 1, 2011.

Selected Exhibitors will receive a detailed Exhibitor Packet upon approval. Payment will be due upon receipt.
Exhibitors will be given the opportunity to participate in an information meeting (by phone) during the week of
March 14, 2011. Atlanta Food & Wine Festival sponsors will be given first choice of placement in the Tasting Tents.

For information about becoming a cash sponsor of the Festival, please contact Betsy Connors at 404-281-7092 or
bconnors@atlfoodandwinefestival.com.

EXHIBITOR REGISTRATION FEES


EXHIBITOR FEE: $1,500

PRODUCT: The following is an estimate of quantities only – all exhibitors are responsible for ensuring
they have enough product for guests to sample throughout the weekend. AFWF suggests
that food exhibitors offer a unique sample each day. All exhibitors are required to exhibit
during the entire weekend (all five tasting sessions) unless otherwise arranged with AFWF.

ATLANTA FOOD & WINE FESTIVAL • 1000 MARIETTA STREET NW • SUITE 108 • ATLANTA, GA 30318 • ATLFOODANDWINEFESTIVAL.COM
Extensive information on exhibiting will be provided in the Exhibitor Packets distributed
after approvals are made. Exhibitors may not sell products or merchandise in the Tasting
Tents.

Estimated Quantities: Tasting Tents


VIP Preview Session: 1 case (defined as twelve 750 ml bottles poured in one ounce
samples) of each product to be sampled (estimate only) and approximately 250 food
samplings.

General: 4 cases of each product to be sampled - 1 case per session (estimate only) and
3,500 food samplings (plan on approximately 800 - 900 samples per session).

EXHIBITOR SPACE: Each exhibitor space will include a six-foot table with linens, access to dry and cold storage,
chilling tubs for wine, ice, spittoons and a custom AFWF event banner positioned above the
table.

AFWF provides guests with a universal stem glass. All other materials for you table (ie:
napkins, plates, forks, etc.) are to be provided by each exhibitor. AFWF requests that all
products be made from compostable, recycled or recyclable materials.

EXHIBITOR ACCESS
Each exhibitor table will receive two exhibitor passes unless otherwise specified by AFWF. Passes permit access to
the Tasting Tents for table set-up and during tastings. Additional details about passes and security will be provided
in the Exhibitor Packets.

MARKETING
Each exhibitor will be listed in the Festival Program – a comprehensive guidebook that each guest will receive to
guide them through the weekend’s activities. They will also receive a company listing and link on AFWF’s website
(www.atlfoodandwinefestival.com).

SECURITY
The Tasting Tents will be secured 24 hours a day from Wednesday, May 18 through Sunday, May 22 at 5:00 pm.
Each exhibitor will be responsible for checking out their own product from storage and ensuring its set-up in the
Tasting Tents. During the opening times, exhibitors have the sole responsibility for securing their items.

INSURANCE, PERMITTING AND TAXES


Atlanta Food & Wine Festival is not liable for its exhibitors. Each exhibitor must maintain comprehensive General
Liability Insurance of at least two million dollars ($2,000,000) general aggregate and $1,000,000 each occurrence. If
you are serving alcohol at your table, you will also be required to have an additional $1,000,000 per occurrence in
Liquor Liability insurance. A copy of your proof of insurance will be due no later than April 1, 2011 – NO EXHIBITOR
IS ALLOWED TO PARTICIPATE WITHOUT PROPER INSURANCE DOCUMENTATION. Exhibitors are responsible for
complying with local and state tax regulations. Exhibitors also are responsible for any necessary City of Atlanta and
Georgia licenses, permits and DHEC regulations.

SHIPPING AND STORAGE


Each exhibitor is responsible for his or her shipping to and from the Festival. Exhibitors will receive extensive
shipping instructions in their Exhibitor Packets and are asked to comply closely with AFWF’s rules and regulations
around shipping and storage.

ATLANTA FOOD & WINE FESTIVAL • 1000 MARIETTA STREET NW • SUITE 108 • ATLANTA, GA 30318 • ATLFOODANDWINEFESTIVAL.COM
OPENING RECEPTION
The Atlanta Food & Wine Festival invites our exhibitors to participate in an opening reception to kick off this year’s
event on Thursday, May 19, 2011. This event, SUGAR, will delight guests, talent, exhibitors and sponsors alike as
they enjoy a late-night, sweet treat filled experience! More details will be contained within your Exhibitor Packets
but participating exhibitors will be offered two guest tickets to this experience.

CONTRACT TERMS & CONDITIONS:

1. Participant understands that this application is subject to acceptance by the 2011 Atlanta Food & Wine
Festival and that this contract is not valid until accepted by management. Confirmation will be sent to each
exhibitor along with an exhibitor packet. Once confirmation is sent and accepted by the exhibitor, payment
will be due immediately.
2. The 2011 Atlanta Food & Wine Festival reserves the right to reschedule programs due to circumstances
beyond its control. By applying and registering, the participant understands that the registration fee is non-
refundable if selected as a vendor.
3. All artwork and necessary materials to be printed and/or published in festival publications must be supplied
to the 2011 Atlanta Food & Wine Festival in the required format as stated within the 2011 Exhibitor Packet
(to be mailed upon acceptance as an exhibitor). All materials must be received by no later than deadlines
detailed in letter confirming exhibitors contract approval.
4. Once an applicant is accepted, a comprehensive Exhibitor Packet will be sent with details on the event,
including rules and regulations. A mandatory exhibitor training session, logistics conference call and walk-
through will be arranged one month prior to the Festival.

ATLANTA FOOD & WINE FESTIVAL • 1000 MARIETTA STREET NW • SUITE 108 • ATLANTA, GA 30318 • ATLFOODANDWINEFESTIVAL.COM
EXHIBITOR APPLICATION
Return form to Adam Shiland, Associate Production Director, ashiland@atlfoodandwinefestival.com no later than
Tuesday, February 15, 2011.

COMPANY NAME:
AS IT WILL APPEAR ON SIGNAGE, PROGRAM, etc. (exact spelling and punctuation MUST be provided):

COMPANY ADDRESS:

COMPANY PHONE: WEBSITE:

CONTACT NAME:

CONTACT PHONE: CONTACT EMAIL:

Please clearly describe the product(s) to be featured in the Tasting Tents (including name of the product, its origins
to the South, etc.):

PAYMENT INFORMATION
EXHIBITOR FEE: $1,500.00
Payments will be processed for approved Exhibitors only on March 1, 2011.

Payment Method:
⃝ Check (payable to Atlanta Food & Wine Festival) ⃝ Credit Card: Circle Type: AmEx, Discover, Visa or MC)

Cardholder’s Name:
Card Number: Exp:
Authorized Signature: UPC code:

All fees are non-refundable.

FORMS DUE BY 2/1/11 to Adam Shiland, Associate Production Director, ashiland@atlfoodandwinefestival.com

ATLANTA FOOD & WINE FESTIVAL • 1000 MARIETTA STREET NW • SUITE 108 • ATLANTA, GA 30318 • ATLFOODANDWINEFESTIVAL.COM