IOWA EVENTS CENTER 2014-2015 ANNUAL REPORT

1TABLE OF CONTENTS | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

TABLE OF CONTENTS

INTRODUCTION02 Statement of Purpose03 Message from Chris Connolly, General Manager of the Iowa Events Center04 Message from Angela Connolly, Chair of the Polk County Board of Supervisors 05 Message from Greg Edwards, CVB President and CEO

EVENTS06 Summary of Accomplishments 07 Signature Event > Hy-Vee Hall 10th Anniversary08 Arena Events09 Convention Center Events

FACILITY INFO10 Facility Overview11 Facility Floor Plan12 Going Green / Energy Savings13 Capital Projects

AT THE IEC14 National Marketing Plan15 Tenant Partners16 Spectra Divisions17 Additional Partners18 Client Surveys

FINANCE19 Financial Performance20 Market Segments > Wells Fargo Arena21 Market Segments > Hy-Vee Hall, Community Choice Credit Union Convention Center

COMMUNITY INVOLVEMENT 22 How You Feelin’? > How You Doin’?23 Charity Committee24 Organizational Chart27 Client Comments28 Future Outlook

2 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | STATEMENT OF PURPOSE

STATEMENT OF PURPOSE

Spectra, (formerly Global Spectrum) under the direction of our client Polk County, is committed to being a civic leader in the Greater Des Moines area by providing a first-class operation of the Iowa Events Center and by being active community partners with area businesses, not-for-profits and community groups. The local Spectra team recognizes that the most efficient way to do this is by taking an active leadership role within community organizations, operating the Iowa Events Center with a fiscal-savvy approach, and by providing clean, safe facilities with exceptional customer service.

The Iowa Events Center is the premier convention and live entertainment facility in the Midwest, combining state-of-the-art facilities with a professional, energetic staff that works hard to provide successful events and lifelong memories to all citizens of Iowa. Hosting events that range from family shows to concerts, sporting events to trade shows and conventions, the facilities serve an integral role in boosting tourism and local traffic to restaurants, retail and parking facilities in downtown Des Moines.

On June 2, 2015, Global Spectrum’s parent company, Comcast Spectacor, a leader in the sports and entertainment industry, announced that it is raising the bar on live event experiences by revealing that its three divisions—Global Spectrum, Ovations Food Services, and Paciolan—now operate as Spectra, a singular, new brand. Clients and customers look for seamless experiences whether at a trade show, concert, or sporting event. By serving clients as one business, Spectra optimizes full-service operations for the good of clients, customers, and fans. Spectra is committed to innovating the live experience in ways that drive revenue and growth for venue owners, teams, event presenters, advertisers and sponsors.

3MESSAGE FROM CHRIS CONNOLLY, GENERAL MANAGER | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

MESSAGE FROM CHRIS CONNOLLY, GENERAL MANAGER, VENUE MGMT.

IowaEventsCenter.com | SpectraExperiences.com

CHRIS CONNOLLY General Manager, Venue Management IOWA EVENTS CENTER Wells Fargo Arena | Hy-Vee Hall Community Choice Credit Union Convention Center 730 Third Street, Des Moines, IA 50309 T: 515.564.8017 F: 515.564.8303 cconnolly@iowaeventscenter.com

Ms. Angela Connolly, Chair Polk County Board of Supervisors 111 Court Ave., Suite 300 Des Moines, IA 50309 Dear Ms. Connolly, On behalf of Spectra Venue Management and our Iowa Events Center staff, I am proud to present our FY-2015 Annual Report. FY-2015 was both a historic and record-breaking year for Spectra and the Iowa Events Center. We completed the year showing a profit of $1,991,349 to Polk County. This is the largest recorded profit since the facility opened in 2004. In addition to our financial accolades, we proudly celebrated Hy-Vee Hall’s 10th Anniversary in November by hosting a free celebration event to the public in Hy-Vee Hall. As a company, our three divisions–Global Spectrum, Ovations Food Services and Paciolan–recently went through a major change and now operate as Spectra, a singular, new brand designed to serve clients more efficiently as one business. Overall, it was an incredible year across all facets of our business. I can’t thank our full and part time staff enough, for all of their hard work and dedication in making the Iowa Events Center one of the premier facilities in the country! On the arena side: We had one of our strongest concert years ever, including: the Dave Matthews Band, Kiss, Fleetwood Mac and the Eagles. Wells Fargo Arena also served as host to its’ first-ever NBA Pre-Season game, featuring Harrison Barnes and the World Champion Golden St. Warriors. On the convention center side: In FY-2015 we turned a net profit of $667,106 for the first time ever! Some convention center highlights included first-time events such as Wizard World Comic Con and the Blue Ribbon Bacon Festival. Each drew over 14,000 attendees and both events will be returning next fiscal year. Spectra will also continue to work closely with the Greater Des Moines Convention and Visitor’s Bureau as we compete for larger convention center business, nationwide. Lastly, the success of the Iowa Events Center would not be possible without the ultimate support and leadership that we receive from the Polk County Board of Supervisors and their staff. Polk County’s guidance and advocacy, on a day to day basis, has helped us constantly raise the bar in terms of ultimate success at the Iowa Events Center. Thank you Polk County for another amazing year! Sincerely, Chris Connolly, General Manager Spectra Venue Management – Iowa Events Center

4 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | MESSAGE FROM ANGELA CONNOLLY, CHAIR OF BOARD OF SUPERVISORS

MESSAGE FROM ANGELA CONNOLLY, CHAIR OF BOARD OF SUPERVISORS

5MESSAGE FROM GREG EDWARDS, CVB PRESIDENT & CEO | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

MESSAGE FROM GREG EDWARDS, CVB PRESIDENT & CEO

In Regards to Spectra Venue Management: Des Moines is world-class sporting events. A meeting planner’s haven. The “suite” spot for conventions, tradeshows, exhibits and more. Des Moines boasts success as a result of the outstanding team at the Iowa Events Center. The Iowa Events Center (IEC) facility and team helps Greater Des Moines reach for new goals, solicit and book new business and make an impact on the entire community. Together, our teams sell Greater Des Moines as a top destination. In the last year alone, this great facility has allowed us to:

Generate 110 potential groups/events for the IEC with 212,257 potential room nights for the community in the future.

Generate 151 leads for the IEC representing a potential 209,975 room nights for the community. Secured 36 new bookings and 46,395 new room nights as part of 103 bookings at the IEC with 67,254

room nights. With Community Choice Credit Union Convention Center, Hy-Vee Hall and Wells Fargo Arena to market, we were able to book more conventions and events into Greater Des Moines with the following groups hosted at the Iowa Events Center this past year: Amateur Athletic Union (AAU) Junior Olympics (40,000 attendance) National Field Archery Association (2,000 attendance) USA Gymnastics- Junior Olympics (8,000 attendance) Lutheran Women’s Missionary League (4,800 attendance) Wizard World Comic Con (16,000 attendance) Midwest US/Japan Association - Annual Conference (450 attendance) Pheasants Forever - National Pheasant Fest & Quail Classic (25,000 attendance) Every opportunity to bring sporting events and conventions to Greater Des Moines is an opportunity to grow our local economy. Each event and room night brings visitor dollars into Greater Des Moines, supporting local businesses like hotels, restaurants, attractions, retail and many more. The more successful the Iowa Events Center continues to be, the greater the economic impact on our community. Our collaboration with Spectra Venue Management and the Iowa Events Center team has proven to be invaluable. We are proud to have the Iowa Events Center in Des Moines! Sincerely,

Greg Edwards President & CEO Greater Des Moines Convention & Visitors Bureau Des Moines Area Sports Commission

6 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | SUMMARY OF ACCOMPLISHMENTS

SUMMARY OFACCOMPLISHMENTS

The Iowa Events Center continued to foster event and financial goals set forth during the 2014–2015 fiscal year; from celebrating Hy-Vee Hall’s 10th Anniversary, to the number of event sell-outs, to the first NBA Preseason game held inside Wells Fargo Arena. Many of the successes are due to the continuous dedication demonstrated by staff at the Iowa Events Center. For the ninth year in a row, Spectra Venue Management was able to surpass their budget projections, this year by over $1.6 million.

In December, Spectra Venue Management celebrated the 10th Anniversary of Hy-Vee Hall with a free family event including activities and giveaways paying homage to events hosted in the building's first 10 years of existence. Since opening in 2004, Hy-Vee Hall has hosted nearly 2.5 million people who were attending 1,684 events. The flexibility of the venue has allowed for trade and consumer shows, sporting events, banquets, weddings, and other special events to be held throughout its 100,000 square feet of exhibit space and eight meeting rooms. Building Hy-Vee Hall and Wells Fargo Arena 10 years ago has allowed events that were once held at Veterans Memorial Auditorium to expand and create events that encompass all three facilities on the Iowa Events Center campus.

Community Choice Credit Union Convention Center at Veterans Memorial and Hy-Vee Hall continue to be leading facilities for event planners in Des Moines. It was a successful year for the convention centers, hosting 388 events in the 2014–2015 season and providing significant economic impact for the Des Moines marketplace. Amateur Athletic Union (AAU) Junior Olympics was hosted for the first time attracting over 40,000 athletes, coaches and fans. Following a 5 year hiatus, the National

Pheasant Fest & Quail Classic returned to the convention space for the country’s largest event for upland hunters, sport dog owners, and wildlife habitat conservationists, drawing over 25,000 attendees across three days. The Blue Ribbon Bacon Festival brought in more than 14,000 bacon enthusiasts to experience 15,000 pounds of cooked bacon throughout all four levels of Hy-Vee Hall and Community Choice Credit Union Convention Center, including the Grand Ballroom. Despite a tremendously busy year, our convention center survey scores showed consistant scores as last year—4.84 on a 5 point scale.

Wells Fargo Arena had another record breaking year for Polk County through its array of events including: concerts, family shows, sporting events and graduations. Kicking our fiscal year off with a bang, Mötley Crüe with Special Guest Alice Cooper rocked nearly 13,000 fans for the last time after signing a contract making it their Final Tour. Six sold out shows rounded out this year in between 69 combined games from tenant teams, the Iowa Barnstormers (IFL), Iowa Energy (NBA-D League), and Iowa Wild (AHL). Sell outs included: Eagles with The History of The Eagles Tour, Hy-Vee Big Four Classic, James Taylor, Fleetwood Mac, Ed Sheeran, and WWE RAW Road to Wrestlemania. Kenny Chesney has taken the title for the most visits to Wells Fargo Arena with five performances including his most recent Big Revival Tour stop on May 7. Iowa native Harrison Barnes of the National Basketball League (NBA) returned to Des Moines with the Golden State Warriors for the first NBA Preseason game inside Wells Fargo Arena against the Denver Nuggets. The Golden State Warriors went on to defeat the Cleveland Cavaliers in six games to win the NBA Championship.

It was a successful year for the convention centers, hosting 388 new and existing events in the 2014–2015 season and providing significant econimic impact for the Des Moines marketplace.

7SIGNATURE EVENT > HY-VEE HALL 10TH ANNIVERSARY | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

SIGNATURE EVENT HVH 10TH ANNIVERSARY

Officially opening in December 2004, Hy-Vee Hall has hosted nearly 2.5 million people who were attending over 1,684 events. The flexibility of the venue has allowed for trade and consumer shows, sporting events, meetings, banquets, and other special events to be held throughout its 100,000 square feet of exhibit space and eight meeting rooms. Many event producers began hosting events in Des Moines at Vets Auditorium and were able to expand their event once Hy-Vee Hall opened in 2004. Those events include the Iowa Power Farming Show, Iowa Pork Congress, Des Moines Home + Garden Show, Iowa Deer Classic, Iowa State Dance and Drill competition, and more.

Hy-Vee Inc., who partnered with Polk County to name the facility prior to its opening, has been a tremendous partner by hosting numerous events for their employees and through the Exercising Your Character event that is held annually with 10,000 students attending from surrounding counties. Hy-Vee also partners with Spectra on Iowa’s Premier Beer, Wine and Food Expo that is hosted each November and has seen steady growth over its eight years hosted at Hy-Vee Hall.

In December 2014, Spectra, operators of the Iowa Events Center, hosted a free family event to celebrate the 10th Anniversary of Hy-Vee Hall, which combined activities for kids, food and prize giveaways that celebrated a wide variety of events that have been hosted in the first 10 years, along with longtime venue sponsors. Many of our staple events in Hy-Vee Hall were represented through the activities at this event. A small portion of those activities include learning archery from the Mid-Iowa Archers —which signifies Iowa Deer Classic, planting a seed in a cup (Des Moines Home + Garden Show), playing on large inflatables (ImaginEve), viewing large farm equipment (Iowa Power Farming Show), and more. The grand prize, donated by Hy-Vee, was a random drawing for free gas for a year.

As owners of the Iowa Events Center, the Polk County Board of Supervisors have been exceedingly pleased with the performance of the venue since its opening in 2004. “We have thoroughly enjoyed the events and performances that we have seen at the Iowa Events Center over the last decade.” said John Mauro, Polk County Board of Supervisors.

The following have had an event in Hy-Vee Hall each year the venue has been in operation: Hy-Vee, Inc., ImaginEve!, Iowa Deer Classic, Iowa Pork Congress and Iowa Power Farming Show.

8 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | ARENA EVENTS

ARENAEVENTS

It has been quite a year for Wells Fargo Arena. From concerts to family shows, sporting events, to graduations, the arena has seen over 726,000 patrons this year.

One of the highlights of the 2014–15 season was Wells Fargo Arena’s first ever NBA Pre-Season game. The 2015 NBA Champion Golden State Warriors competed against the Denver Nuggets in front of over 10,000 fans. Hometown celebrity Harrison Barnes, from Ames, Iowa helped announce the pre-season game and visited fans at a press conference in June before returning October 16 to defeat the Denver Nuggets 104–101. Other events to highlight include: Mötley Crüe with special guest Alice Cooper, Kiss/Def Leppard, Eric Church with opener Dwight Yoakam, Chris Tomlin, Dave Matthews Band and Kenny Chesney with Jake Owen and Chase Rice. Sell out shows from this fiscal year include: Eagles: The History of The Eagles, Hy-Vee Big 4 Classic, James Taylor, Fleetwood Mac and Ed Sheeran.

Spectra Venue Management strives to provide first-class family entertainment for all ages throughout the fall, winter and spring seasons. On March 16, Wells Fargo Arena hosted one of the most well attended WWE RAW events to date, selling out their Road to WrestleMania Tour! Other family shows include: Ringling Bros. and Barnum & Bailey Circus, Monster Jam, The Harlem Globetrotters, Disney Junior

Live, World’s Toughest Rodeo, and Sesame Street.

When the Harlem Globetrotters visited Wells Fargo Arena in April, the Group Sales Department worked with the Granny Basketball League of Iowa on a group sales initiative that combined ticket sales for the game, advance public relations opportunities and pregame entertainment prior to tip off. Buckets Blakes met with the Grannies at the local YMCA for a training session that was captured by local media members in advance of the Granny Basketball League of Iowa playing an exhibition game on the Wells Fargo Arena court prior to the Globetrotters.

Group Sales broke a record this year for Disney On Ice: Worlds of Fantasy, selling 7,664 group tickets to eight performances. One of those groups included the Girls Scouts of Iowa and their annual slumber party inside Hy-Vee Hall. The girls were invited to enjoy activities before the show, meet Mickey and Minnie Mouse, and enjoy a special treat following the event.

Wells Fargo Arena played host to multiple Iowa High School State Championships this year: Iowa High School Dual Wrestling, Iowa High School State Wrestling, Iowa High School Girls Basketball and Iowa High School Boys Basketball. The State Championships brought over 192,000 people to Wells Fargo Arena in a little under one month.

The Iowa Barnstormers (IFL), Iowa Energy (NBA-D League), and Iowa Wild (AHL) continued to draw sporting fans to Wells Fargo Arena with a combined total of 69 games during the 2014–2015 season. The Iowa Barnstormers recently transitioned from the AFL to the IFL and completed the season with a 6–8 record. The Iowa Energy reached over 100,000 in attendance for the third season in a row and finished with a winning record of 26–24. The Iowa Wild completed their second season at Wells Fargo Arena with 12 players being called up to Minnesota to play in the NHL bringing their two year total to 25 players called up.

Spectra Venue Management strives to provide first-class family entertainment for all ages throughout the fall, winter and spring seasons.

9CONVENTION CENTER EVENTS | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

CONVENTION CENTER EVENTS

Fiscal year 2014–2015 was a tremendous year for business at Community Choice Credit Union Convention Center and Hy-Vee Hall. The facilities hosted 388 events with a combined attendance of 513,426 and grossed over $12.7 million in revenue. Both buildings held repeat events throughout the year, along with new events that provided a great economic impact not only for the Iowa Events Center but for the Des Moines metro.

The Iowa Events Center continues to foster consumer and trade shows for Des Moines through its annual events including the Des Moines Home + Garden Show, Iowa Power Farming Show, Iowa Pork Producers, AQS QuiltWeek, and Iowa Deer Classic. Iowa’s Premier Beer, Wine & Food Expo presented by Hy-Vee broke another attendance record on November 7–8 inside Hy-Vee Hall. Each of these events continue to increase in attendance year after year.

The Iowa Events Center was fortunate to bring in new business, including 2015 FTC North Super Regional hosted by the University of Iowa utilizing 100,000 square feet for a three day robotics competition; National Association of Health Care Assistants, who contracted to return in June 2016; and the Amateur Athletic Union (AAU) Junior Olympics attracting over

40,000 in athletes, coaches and fans. All four levels of the Iowa Events Center's convention space was utilized for the Blue Ribbon Bacon Festival providing bacon enthusiasts with more than 100 pork centric dishes and 25 distinct types of bacon to sample for a total of 15,000 pounds of bacon cooked. William Shatner, Billy Dee Williams, and Lou Ferrigno were just a few of the celebrities that attended the Wizard World Comic Con in June, bringing together fans of all ages to celebrate the best in pop culture, movies, comics, cosplay and more. The largest national convention event occured in June when Lutheran Women brought over 4,800 attendees to Des Moines.

Pheasants Forever and Quail Forever’s National Pheasant Fest & Quail Classic drew in over 25,000 attendees for three days to Des Moines. In addition to providing significant economic impact for the host city and attending outdoor industry vendors, Pheasants Forever uses its National Pheasant Fest & Quail Classic to recruit members for its wildlife habitat conservation mission. Pheasant Fest is the country’s largest event for upland hunters, sport dog owners, and wildlife habitat conservationists.

Looking to the future, Community Choice Credit Union Convention Center and Hy-Vee Hall are looking forward to the following upcoming events: USA Volleyball High Performance Championships, LEGO Creativity Tour, and The Outdoor Living Show, managed by Marketplace Events. The Iowa Events Center will have the largest revenue-producing August in the history of the convention center by hosting the Hy-Vee Holiday Party 2015, Medicaid Systems, and American Association of Motor Vehicles Administrators International Conference.

The facilities hosted 388 events with a combined attendance of 513,426 and grossed over $12.7 million.

10 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | FACILITY OVERVIEW

FACILITY OVERVIEW

The venue offers a 17,000 seat arena along with over 250,000 square feet of meeting space. The Iowa Events Center boasts spaces to host events ranging from 20 people to 17,000 depending on facility and layout. Being connected by skywalk ensures that everything is available under one roof. The current facilities offer 150,000 square feet of contiguous exhibit space, 37 meeting rooms, the state’s largest ballroom, and natural lighting throughout. The facility is located right off Interstate 235 with 1,300 parking spaces on-site and within walking distance of over 10,000 downtown hotel rooms.

Wells Fargo Arena is home to the NBA D-League’s Iowa Energy, IFL’s Iowa Barnstormers and AHL’s Iowa Wild. The arena boasts 36 suites, 630 club seats, 20 loge boxes, and The Principal River’s Edge Restaurant. The arena features a 360 degree curtaining system along with a half-house curtain in order to transform the arena from a full arena to a small theatre setting. It was constructed with an ice floor and retractable seating to allow for flexibility in floor layout.

Hy-Vee Hall offers 100,000 square feet of exhibit space along with eight breakout rooms, nearly 24,000 square feet of pre-function space, 11 loading bays, drive-on access and a business center. The entire facility is networked for wireless Internet with A/V services provided by preferred vendor, Markey’s Rental & Staging, and catering offered exclusively by Spectra Food Services & Hospitality. Hy-Vee Hall provides flat space that is necessary to host shows such as the Iowa Power Farming Show, the Des Moines Home + Garden Show, and other trade shows that utilize large exhibit space.

Community Choice Credit Union Convention Center features the state’s largest ballroom (28,800 square feet), complete with 13,400 square feet of pre-function space and two meeting rooms ideal for galas, weddings and trade shows. This state-of-the-art convention center has a mezzanine level with four boardrooms, a main level of 21 flexible meeting rooms and 5,000 square feet of pre-function space. The building also includes Hall A, featuring 50,000 square feet of space located on level 2, which connects to Hy-Vee Hall. Community Choice Credit Union Convention Center is home to Veterans Memorial Hall, a museum-quality exhibit paying tribute to Iowa Veterans who have served the United States during each international conflict since Iowa’s statehood in 1846.

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Proudly managed by Spectra Venue Management, the Iowa Events Center— located in downtown Des Moines—is a state-of- the-art entertainment and convention complex owned by Polk County.

FACILITY OVERVIEW

11FACILITY FLOOR PLAN | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

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Ballroom B

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Hall B

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Community Choice Credit Union Convention Center Level 4: Ballroom Level

Skywalk

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Community Choice Credit UnionConvention Center: Mezzanine Level

Community Choice Credit Union Convention Center Level 3: Meeting Room Level

Hy-Vee HallLevel 2: Exhibition Level

Hy-Vee HallLevel 1: Meeting Room Level

Business Center

Mediacom Café

> Hockey> Center Stage Concert> End Stage Concert> Basketball> Wrestling Tournament> Arena Football

WELLS FARGO ARENA CONFIGURATION

SEATING CAPACITY

15,18116,98016,28516,11016,07815,175

> 150,000 sq. ft. exhibit space

> 11 loading bays

> Drive-on access

> Eight meeting rooms

> Flexible size optionsthrough temporary walls

> 21 flexible meeting rooms

> Eight HD projectors displaying images and

video on air wall

> Veterans Memorial Hall

> 28,800 square foot ballroom

> Can be split in two

> Two meeting rooms

> 1 Million lighting combinations> Four boardrooms

> Views of grand concourse and Memorial Hall

FACILITY FLOOR PLANFACILITY FLOOR PLAN

12 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | GOING GREEN / ENERGY SAVINGS

RECYCLING / COMPOSTING

> Continue to collect and recycle aluminum, cardboard, paper, plastic and glass by utilizing single-stream containers throughout the Iowa Events Center campus. 112 tons has been collected this past fiscal year.

> Recycled 12 tons of metal.

> 43.5 tons of food waste were composted.

> 167.5 tons of materials were kept out of the landfill.

ENERGY SAVINGS

The Iowa Events Center continues to test new products and review our Building Automation System (BAS) sequence of operation to identify opportunities that will allow us to optimize the efficiency of our facilities, improve comfort level and reduce maintenance costs. Some of the projects completed this year include:

> Musco LED Sports Lighting install at Wells Fargo Arena • 168 LED 355W lights replace 188 metal halide 1000W lights, with a projected 72% energy savings each year.

> LED Rail Lighting install at Wells Fargo Arena • Replaced 1,101’ of incandescent light (5.28 watts per) strips with 355’ of LED light (1.44 watts per) strips with a projected 89% energy savings each year.

> Iowa Hall of Pride—lighting upgrade • Iowa Events Center staff replaced MR16 50 watt incandescent to 7 watt LED light. This has reduced energy costs at the Iowa Hall of Pride by at least $1,000 each month.

> We have de-lamped, installed extra-long life lamps and photo cell motion sensors in our stairwells. This strategy will result in a 90%+ energy savings.

Other projects we are working on include:

> Conducting tests on our HVAC air filters to determine what manufacturer provides the lowest pressure differential and best seal.

> Working on replacing exterior neon signage with LED signage.

> Testing RGB LED lights on the exterior roof of Wells Fargo Arena to replace the current metal halide lights.

> Installing linear LED’s where applicable.

> Collecting information to potentially replace Community Choice Credit Union Convention Center ballroom lighting (metal halide and quartz halogen) with “tunable” LED fixtures.

> Retro-commission study of our facilities.

SAFETY PROGRAM

The Iowa Events Center developed a safety committee this year and is comprised of representatives from a variety of departments including operations, engineering, catering, concessions, security, events, A/V, sales and guest services.

The committee meets monthly to do a walk-through of the facilities and compile a list of deficiencies to correct. The local fire department’s inspection checklist has been utilized and is a general training tool to teach staff what to look for.

A monthly safety meeting has also been implemented and is used as a time to discuss topics and conduct training for various safety topics such as active shooter, fire evacuation—including department responsibilities and procedures—tornado procedures, medical transports, accident prevention, bomb threats, emergency egress, and incident reporting.

Each committee member's responsibility is to take information back to their departments to report and discuss the materials. Members are also being asked to choose a topic to lead each month. As a committee, past incident reports are reviewed each month to correct any possible deficiencies and look for training opportunities to prevent further occurrences. Additionally, safety procedures are being reviewed and updated.

Recently, the committee has conducted a full safety audit with a local safety consultant with more than 10 years experience working for OSHA. This has been very beneficial and a great resource in assessing deficiencies. Both groups are working together to evolve policies and procedures to strengthen the operation and to build a stronger culture of accountability with contactors, vendors, decorators and A/V companies.

Customized annual trainings are currently under development for Iowa Events Center operations and engineering staff and will cover many topics included in the 10 and 30 hour OSHA courses to be held in July. Also under development are all staff training opportunities such as office safety, ergonomics, fire extinguisher training, CPR, AED and first aid basics including emergency response for head trauma, broken bones, seizures, etc.

This summer, fall rescue training will be hosted for IATSE riggers and local fire departments. And as a refresher for EMT’s the committee has reviewed expectations for building inspections as part of their shifts. Additionally, the committee will participate in the Iowa Events Center's monthly HYD newsletter by submitting content for the "safety corner" section.

GOING GREEN ENERGY SAVINGS

Musco LED Sports

Lighting at Wells Fargo

Arena is projected to have a

72%energy savings

each year

13CAPITAL PROJECTS | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

EMERGENCY GENERATOR EPA RICE /NESHAP COMPLIANCE

As part of this year’s capital improvement plan, a Diesel Oxidation Catalyst was installed on the emergency generator along with a data logger to record deviations, temperature thermocouples and differential pressure transducers. These upgrades were part of the EPA’s new National Emission Standards for Hazardous Air Pollutants for Reciprocating Internal Combustion Engines.

Additionally, contaminated fuel was removed from the two storage tanks that supply the emergency generator and one tank was refilled with 3,000 gallons of ultra-low sulfur fuel, while the other tank was abandoned.

HY-VEE HALL FURNITURE REPLACEMENT

All common area furniture has been replaced on all three floors of Hy-Vee Hall. The new, more durable furniture was chosen to coordinate with the new Hy-Vee Hall carpet that will be installed as part of the capital improvement plan in the summer of 2016.

RETRACT SEATING REPAIR

Wells Fargo Arena utilizes retractable seating in a variety of ways to meet the needs of each event. These are frequently moved, and as a result they see a lot of wear and tear. As part of this project, the power tractor drive wheels were inspected and all other faulty parts were repaired or replaced to optimize operation. The drive wheels are essential for speed to move the retractable seats in and out during changeovers and accuracy to ensure safety for patrons.

SECURITY SYSTEM UPGRADE (PHASE II)

The Iowa Events Center's security system has been upgraded through two phases over the past few years and it is now up to par with many facilities across the country. The security command console was upgraded with new software and hardware to drive communication to and from all door alarms, card access and panic alarms and new monitors were installed to review data and camera footage. Some cameras were replaced while others remained and were encoded to communicate with the new system. We plan to replace more cameras as needed in our yearly operating budget.

WELLS FARGO ARENA MUSCO LED SPORT LIGHTING UPGRADE

Wells Fargo Arena is utilized now more than ever, and with many large events coming up in the near future and keeping in mind our continued efforts to save energy, it was time to make a change to the LED light system. After an aggressive and thorough bid process, the Iowa Events Center decided to partner with Musco Sports Lighting and Mid-American Energy to make this upgrade a reality. Musco installed 168 LED fixtures to replace the 188 HID light system, which were originally installed by Musco in 2005 when the arena opened. The new system will reduce energy usage up to 72% and has the capability to turn on, off and dim instantly to incorporate more special effects. The lighting system comes with an industry leading 10-year warranty that includes any required maintenance and is backed by a team of trained technicians.

Mid-American Energy had a large part in seeing this project to completion. They offered a substantial amount of money as part of their Energy Rebate Program. With the help of Mid-American Energy and the potential

energy savings from these new lights, this project will pay for itself within the first three years. The Iowa Events Center will continue our great relationship with Mid-American Energy in our efforts to save energy and cut costs.

WELLS FARGO ARENA LED RAIL LIGHTING UPGRADE

Over 90% of the railing lights in the arena bowl area that assist patrons to their seats have been changed from incandescent lights to LED lights. The new LED strips are rated at 1.4 watts per compared to 5.28 watts per incandescent, which will reduce energy usage by 89% and will last over five times as long. These lights are essential in helping patrons when walking up and down the arena stairs and with the new LED look, it has improved visibility tremendously and has cut down maintenance time in replacing dimmed or burnt out strips. The remaining 10% of railing lights will be replaced in the near future.

Wells Fargo Arena is utilized now more than ever, and with many large events coming up in the near future and keeping in mind our continued efforts to save energy, it was time to make a change...

CAPITALPROJECTS

14 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | NATIONAL MARKETING PLAN

Advertising

> Participation in cooperative advertising program. (Valued at $104,000 annually.)

> Inclusion in Facility Listings on two page and full page ads and co-op advertising buy in opportunities in the following industry publications. (Trade Show Executive, DSA Magazine, Small Market Meetings, and Facilities and Destinations Magazine.)

> Interactive Marketing. (DSA Supplier Source, CVENT Custom Brand Page with links to individual venues, CVENT Featured Destination promotion and Blog Sponsorship and SEO campaign to increase traffic to individual websites.)

GPS Database

> Access to the national database of over 25,000 contacts.

> Internal GPS incentive program.

> Receipt of Global Prospecting System leads. (Over $730,000 in booked business and $1.1 million in Multi-Venue Bookings as a result of the program.)

Communications

> Representation in the monthly e-news blast to over 6,500 contacts. (Valued at $4,800. Ability to promote facility hot dates/rates. Feature your building in regional spotlights. Ability to customize for local facility distribution and sell as sponsorship.)

> Facility listing in the Spectra Convention Center Brochure. (Print and digital.)

> Exposure with featured editorial content in various industry publications.

Trade Shows

> New, innovative booth design.

> Participation in National Trade Show Program.(Valued at $83,000.)

> Ability to be an exhibitor in the Spectra booth, or attend various hospitality events.(ASAE, DSA, IMEX, IAEE Expo!, Expo!)

> Sweepstakes to incentivize RFP leads.

2015 ADVERTISING PROGRAMFacilities and Destinations MagazineMay two page ad superbook

Trade Show ExecutiveWorld’s Top Convention Centers DirectorySeptember “Trending & Spending” sponsorshipOctober advertorialDecember two page spreadMegaDirectory

Small Market MeetingsMarch full page adMay full page adAugust Spectra Meeting Guide feature sectionOctober full page adDecember full page adOnline packageBanner ad in “Meetings at a Glance” e-NewsletterSmallMarketMeetings.com facility listing and link

Direct Selling AssociationDSA Magazine two page insert

CVENTMarketing package including blog, Destination Guide, Supplier Directory, promotions hub and custom brand page

ZiplocalSearch engine optimization campaign designed to increase web traffic to Spectra managed venues

2015 ADDITIONAL CO-OP ADVERTISING OPTIONSFacilities & Destinations–Spectra facility spread feature section–full pageTrade Show Executive–facilities with 125,000 sq. ft. or less with advertorial–half page adSmall Market Meetings August–Spectra facility spread feature section–half page adSmall Market Meetings October–Spectra facility spread feature section–half page ad

2015 TRADE SHOW PROGRAMASAE Springtime in the ParkDirect Selling Association (DSA)–Summer and WinterIMEX AmericaInternational Association of Exhibitions and Events (IAEE) Expo! Expo!

ADDITIONAL VALUE-ADDSDatabase access to over 25,000 Spectra contactsInclusion in Print & Digital Venue Brochure–included online and distributed at trade showsMonthly global e-News blast with venue representationListings and links to individual facility websites from corporate website

VALUE

$9,575

$9,350$5,200$5,177$9,350$5,916

$2,560$2,560$5,000$2,560$2,560 $5,000$1,000$1,500

$3,800

$24,113

$7,890

$103,111

$5,325$3,450$1,875$1,875

$5,300$9,375

$20,000$33,641

$68,316

$25,000$5,000$3,500$2,000

2015 National Marketing PlanTotal Value: $214,127

NATIONALMARKETING PLAN

15TENANT PARTNERS | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

The Iowa Wild, the American Hockey League (AHL) affiliate of the NHL’s Minnesota Wild, completed its second season at Wells Fargo Arena in 2014-15. As part of its affiliation, the Iowa Wild are primarily responsible for developing prospects for the parent club in St. Paul.

During the 2014–15 season, the Wild had 12 players called up to the NHL, increasing the team’s total to 25 players called up in the first two years. Defenseman Matt Dumba became the first player in team history to be selected for the AHL All-Star Game. He also set a team record with a +4 rating at Charlotte on December 6, 2014. The team ranked 14th in the AHL for overall attendance, averaging nearly 5,700 fans per game at Wells Fargo Arena.

The team continues to strengthen its community presence with school programs such as Wild About Reading and the Atlantic Bottling Co. Healthy Living Floor Hockey Programs. In all, nearly 27,000 students participated in the Wild About Reading program in 2014–15. The Healthy Living Floor Hockey Program was expanded from 50 schools in Central Iowa to 92 in the second year. The club also celebrated its first School Day game with Wild About Education Day, featuring educational programming to teach young students about the game of hockey. The Wild are also deeply entrenched with youth hockey in Central Iowa, partnering with the Des Moines Youth Hockey Association and the Iowa Wild AAA travel club. Throughout the calendar year, the team makes hundreds of donations to countless charities in the state of Iowa.

The Iowa Wild play in the newly formed Midwest Division of the AHL’s Western Conference. The AHL is a 30-team league with teams located in the United States and Canada. Each team acts as the primary development affiliate for its respective NHL team. Nearly 90% of all NHL players are graduates of the AHL.

Twitter—@IAWILD | Facebook—/IAWild | Instagram—@iowawild

The Iowa Energy began the 2014–15 season with a brand new direct affiliation with the Memphis Grizzlies while cracking the 100,000 fan mark for the third time in franchise history.

The Energy finished the season with a winning record of 26-24. Highlights of the season included four Energy players earning six call-ups to the NBA. NBA call-ups were received by Kalin Lucas (Memphis Grizzlies, twice), Hassan Whiteside (Memphis Grizzlies, Miami Heat), Patrick Christopher (Utah Jazz) and Tyrus Thomas (Memphis Grizzlies). In addition, three Memphis Grizzlies players were assigned to the Energy: Jordan Adams, Jarnell Stokes and Russ Smith.

The 2014–15 season marked the second season for the Wells Fargo ‘Big Assist’ program. The ‘Big Assist’ program benefited three local non-profits: Boys and Girls Clubs of Central Iowa, Special Olympics Iowa and Des Moines Public Schools. The Energy wore specially designed uniforms and auctioned them off to raise funds for each respective program. The jersey auctions coincided with ticket sales fundraisers, in-game elements, on-site events and more.

Twitter—@iowaenergy | Facebook—/iowaenergy Instagram—@iowaenergy

In August 2014 the Iowa Barnstormers announced their transition from the Arena Football League to the Indoor Football League (IFL). A very similar game on the field, Barnstormer officials made their decision based on economics and the future of the Barnstormer’s franchise. The IFL, a Midwest-based league, affords the Barnstormers the opportunity to remain in Des Moines for years to come.

The Iowa Barnstormers have recently completed their inaugural season in the Indoor Football League. A team of the United Conference, the Iowa Barnstormer’s 2015 schedule extended over a 17 week period from February to June. Iowa completed the season with a 6–8 record.

The Barnstormers have many notable accomplishments from the 2015 season under the guidance of Head Coach and Director of Player Personnel, Joe Brannen. In week four, defensive lineman Sean Daniels was nominated Defensive Player of the week. Linebacker Javicz Jones was awarded Special Teams Player of the Week (week seven) and Defensive Player of the Week (week 15). Another key player on the Barnstormer’s defense, LB Austin Benson, earned weekly honors as the League’s Defensive Player in week 11. After his week 17 performance leading the Barnstormers to victory, running back Robbie Rouse was awarded Offensive Player of the Week.

The Iowa Barnstormers also have many players on the Indoor Football League’s 2015 leader board including quarterback Robbie Nallenweg (#2 total offense, #1 passing average/game), running back Robbie Rouse (#1 rushing attempts), wide receiver Lemans Casimer (#2 receptions), and linebacker Javicz Jones (#2 tackles).

Twitter—@IABarnstormers | Facebook—/IABarnstormers Instagram—@iabarnstormers

TENANTPARTNERS

16 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | SPECTRA DIVISIONS

Spectra Food Services & Hospitality is the exclusive caterer of the Iowa Events Center. The 2014–2015 fiscal year concert schedule at Wells Fargo Arena allowed many opportunities for growth and many records were broken. In May, Kenny Chesney played to a nearly sold out crowd in which food and beverage revenue came in at $257,600, which surpassed our previous record set in April of 2014 by $25,600. Following this concert, Eric Church, took the place for second highest grossing food and beverage sales for a concert in arena history at $246,823. Most recently, Dave Matthews Band made a stop and had the fourth highest grossing food and beverage sales for a concert at $228,547. Lutheran Women Missionary League Convention, Wizard World Comic Con and Baconfest were all first-time events at the Iowa Events Center. Food and beverage revenues exceeded $1,000,000 for the three events alone. The Lutheran Women Convention topped the list as our largest convention to date with 4,800 in attendance, serving six meals over the four days. In January, Governor Branstad, Iowa’s longest serving Governor, hosted his Inauguration Ceremony and Ball at the Iowa Events Center. This was our largest plated dinner served in the Grand Ballroom to date, serving nearly 2,000 people. The Republican Party of Iowa hosted their annual Lincoln Dinner in May with a little over 1,200 people in attendance. Receptions were held after the dinner for nine of the Republican Presidential candidates. Food and beverage staff worked with representatives from each campaign to offer items that were unique to the candidate.

The Catering Sales staff has focused on creating new opportunities through beverage sales. A wine and champagne by the bottle bar, table tents marketing customized signature cocktails and specialty stations are several of the concepts that have been successful. Throughout 2014–2015 nine additional events featured signature cocktails.

Corporate Partnership Service within Spectra Venue Management develops, implements, and manages the sale of key revenue sources at the Iowa Events Center including, but not limited to: premium seating, naming rights, venue advertising, sponsorships, and venue rights.

Billed approximately $4,000,000 in gross revenue during Fiscal Year 2014–2015.

In June of 2015 the Iowa Events Center’s second ticketing naming rights partner Hy-Vee Inc., a locally owned supermarket chain, committed to a seven year partnership. This partnership will include 22 outlets with the potential to grow the number of outlets. Hy-VeeTix.com launched on July 1, 2015.

Suite and Press Box Rentals for major concerts throughout the fiscal year have been consistently sold out and have accumulated over $213,000 in premium seating rental revenue.

In Fiscal Year 2014–2015, over $129,188 in new business was generated. Additionally, Corporate Partnership Service within Venue Management has been able to maintain a retention rate of 93% of existing clients renewing their current agreements from Fiscal Year 2013–2014. In addition, 63 “Founding Partners” that have been advertising and/or premium seating clients have been retained since the building opened in 2005.

Recap of Leases:> Suites–34 of 34 sold (100%)

> Loge Boxes–20 of 20 sold (100%)

> Club Seats–329 of 630 sold (52%) –A lengthy waiting list of strong leads has been

created for both Suites and Loge Boxes.–

Spectra Ticketing & Fan Engagement handles all ticketing at the Iowa Events Center. The division provides revenue streams for the venue through system naming rights (Hy-Vee Tix), online and phone ticketing fees, print-at-home and ticket stock advertisers.

Tickets Sold: 394,326 Tickets Sold

$4,915,696.67 Revenue Ticket Office

188,804 Tickets Sold $9,681,960.27 Revenue Internet

10,209 Tickets Sold $453,880.65 Revenue Phone Center

9,122 Tickets Sold $340,768.45 Revenue Outlets

288,317 Tickets Sold $2,566,170.03 Revenue Tenant Team Office

Totals: 890,778 Tickets Sold | $17,948,476.07 Revenue

Mobile ticketing was introduced this past year. Fans now have the option to have their tickets delivered via email as a mobile friendly file. HTML confirmation emails were also initiated, giving sponsors more visibility and more information for the customer.

In addition, 540 platinum seats were sold for a total of $166,124 for just five concerts, of which $99,401 was additional revenue above the face value of the ticket.

17ADDITIONAL PARTNERS | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

Since the Iowa Events Center opened in 2005, Markey’s Rental & Staging has been the in-house preferred vendor for audio visual equipment and services. Markey’s Rental & Staging creates defining experiences by providing creative solutions for corporate theater, live event management and audio visual presentation support. They offer highly skilled technicians, quality equipment and professional project management.

Markey’s second year as an Employee Owned Company (ESOP) brings continued enthusiasm among staff as the ownership culture spreads and attracts additional skilled personnel to the team.

Markey’s played a key role in two political events in the state of Iowa by providing technology and personnel. January saw the Inauguration of Governor Terry Branstad in the Grand Ballroom. Marking the Governor’s sixth term in office, the event was attended by key political figures from across the country and broadcast live. As part of the Iowa Events Center team, Markey’s staff quickly helped transform the formal setting of the morning inauguration into an elegant set-up for an evening gala.

In May, the Grand Ballroom was the location for the Republican Party of Iowa’s Lincoln Dinner which turned into a first-look showcase as 11 contenders to the office of President took the stage, reflecting Iowa’s first-in-the nation status. Markey’s technical staff was key in the planning process as well as the successful execution of the event through HD video production, audio, stage design and lighting. Four press risers hosted prime media networks and broadcast soundbites which would eventually be replayed around the world.

In September 2014, the Iowa Hospital Association brought its annual convention to the Iowa Events Center for the first time. The Markey’s team was able to help the client focus and expand on their theme for the event. Through a striking widescreen backdrop utilizing blended projection and LED lighting, production of an animated intro video and audio pre-production, the setting ultimately promoted the client’s goals for their conference without hiding the beauty of the ballroom for the first-time attendees.

In the last year alone, the facility has helped generate 110 potential groups/events for the Iowa Events Center with 212,257 potential room nights for the community in the future.

Generated 151 leads for the Iowa Events Center representing a potential 209,975 room nights for the community.

Secured 36 new bookings and 46,395 new room nights as part of 103 bookings at the Iowa Events Center with 67,254 room nights.

New groups hosted at the IEC:

> Amateur Athletic Union (AAU) Junior Olympics

(40,000 attendance)

> National Field Archery Association (2,000 attendance)

> USA Gymnastics—Junior Olympics (8,000 attendance)

> Lutheran Women’s Missionary League (4,800 attendance)

> Wizard World Comic Con (16,000 attendance)

> Midwest US/Japan Association— Annual Conference (450 attendance)

> Pheasants Forever— National Pheasant Fest & Quail Classic

(25,000 attendance)

In the past year, CSC has added Nitefall on the River, Zoo Brew, Gentlemen of the Road Tour, 80/35, Wooly’s, Hinterland Fest, and Dallas Center-Grimes Schools to their client roster.

To better serve our clients and employees, we recently upgraded to a stronger, more user-friendly computer system. This version of WISH allows our staff to feel more empowered to schedule/view their own calendar. It is also a more streamlined process with payroll, scheduling, and billing.

CSC welcomed two new full-time event managers, Jeremy Petersen and Ryan Schneider, in 2014–2015. We continue to be selected as a host branch for the management in trainee program, which trains future Assistant Branch Managers and Branch Managers across the country. Our strong relationship with the Iowa Events Center is a key reason for being selected as a host branch.

Another major highlight from the past year was Baconfest 2015. CSC had a total of 88 employees work this event. We look forward to the event again next year!

Established in 1967, CSC is the world leader in crowd management and event security. The experience and expertise that has been garnered in its 48 years continues to make CSC the #1 choice for securing the world’s top venues and events. CSC’s esteemed clientele base includes more than 150 stadiums and arenas, over 100 universities and colleges, more than 30 convention centers, and numerous clients within the professional ranks of MLB, MLS, NBA, NFL, NHL, and NASCAR. CSC has also provided services for the world’s most prestigious special events, including Collegiate Bowl Games, NCAA Final Four Tournaments, Ryder Cup, Presidents Cup, US Open Tennis, 30 Super Bowls, 9 Olympic Games, 4 Presidential Inaugurations, 2 Papal Visits, and 2 FIFA World Cups. CSC operates more than 50 branch locations throughout the United States and Canada.

ADDITIONAL PARTNERS

18 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | CLIENT SURVEYS

CLIENT SURVEYS

The performance of the Iowa Events Center is measured through the use of a Customer Satisfaction Survey. The survey is given to event organizers for each event held at Hy-Vee Hall and Community Choice Credit Union Convention Center.

Clients were asked a series of questions to rate their overall event experience. The results of the survey are based on 123 responses with a combined overall score of 4.84 out of 5.

5.0

4.9

4.8

4.7

4.6

4.5

4.4

4.3

4.2

4.1

4.0

0

PO

RT

ION

SIZ

E

4.84 (out of 5)

FA

CIL

ITY

ME

T N

EE

DS

FA

CIL

ITY

CO

MF

OR

TAB

ILIT

Y

4.914.89

FA

CIL

ITY

SE

T U

P I

N M

AN

NE

R R

EQ

UE

STE

D

FA

CIL

ITY

MA

INTA

INE

D &

CL

EA

N

4.90

4.83

SA

LE

S M

AN

AG

ER

KN

OW

LE

DG

E

EV

EN

T M

AN

AG

ER

RE

SP

ON

SIV

EN

ES

S

4.874.90

EV

EN

T/S

EC

UR

ITY

STA

FF

PR

OF

ES

SIO

NA

LIS

M

SE

T-U

P/H

OU

SE

KE

EP

ING

PR

OF

ES

SIO

NA

LIS

M

4.83

4.89

OV

ER

AL

L S

TAF

F I

MP

RE

SS

ION

CA

TER

ING

MA

NA

GE

R R

ES

PO

NS

IVE

NE

SS

/KN

OW

LE

DG

E

4.844.87

FO

OD

& B

EV

ER

AG

E S

TAF

F P

RO

FE

SS

ION

AL

ISM

OV

ER

AL

L F

OO

D &

BE

VE

RA

GE

QU

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ITY

4.82

4.66

OV

ER

AL

L F

OO

D &

BE

VE

RA

GE

PR

ES

EN

TATI

ON

OV

ER

AL

L F

OO

D &

BE

VE

RA

GE

SA

TIS

FA

CTI

ON

4.76

4.70

A/V

CO

NTA

CT

PR

OF

ES

SIO

NA

LIS

M/K

NO

WL

ED

GE

A/V

STA

FF

RE

SP

ON

SIV

EN

ES

S

4.92

4.87

OV

ER

AL

L A

/V E

QU

IPM

EN

T Q

UA

LIT

Y

TEL

EC

OM

CO

NTA

CT

PR

OF

ES

SIO

NA

LIS

M/K

NO

WL

ED

GE

4.80

4.94

TEL

EC

OM

STA

FF

RE

SP

ON

SIV

EN

ES

S

OV

ER

AL

L T

EL

EC

OM

QU

AL

ITY

4.974.94

PA

RK

ING

AC

CE

SS

IBIL

ITY

/AV

AIL

AB

ILIT

Y/E

AS

E

PA

RK

ING

STA

FF

CO

UR

TEO

US

/HE

LP

FU

L

4.61

4.76

PA

RK

ING

LO

T C

LE

AN

& L

IGH

TED

OV

ER

AL

L S

ATI

SF

AC

TIO

N W

ITH

IE

C A

S F

AC

ILIT

Y

4.86 4.85

HO

W L

IKE

LY

TO

RE

CO

MM

EN

D T

O O

THE

RS

4.85

19FINANCIAL PERFORMANCE | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

Significant financial rewards have been produced in the last 12 months for Polk County, as outlined to the left in the FY performance statement from July 1, 2014–June 30, 2015. The Iowa Events Center staff continues to work extremely hard to manage the facilities responsibly in regards to revenues and expenses.

> Gross Revenues for the Convention Center surpassed budget by over $3.1M. This was an all-time high in gross revenues for the Iowa Events Center.

> Net income to Polk County will be over $1.9M—this is the highest return to Polk County.

> This is the highest profit for both arena and convention center to date.

> Gross food and beverage sales were over budget by $1.7M for the convention center and over budget by $2.8M for the arena.

Number of EventsAttendance

Net Rental IncomeNet Service Income (Loss)

Direct Event Income

Net Surcharge/Commission RevenueNet Ancillary Income Net Event Operating Income

Total Indirect Expenses

Other Income Net Building Operating Income/(LOSS)

**Monies paid to Iowa companies—$3,548,000

**Monies paid to Polk County companies—$2,745,000

Actual

146726,076

$1,171,766$(1,106,032)

$65,734

$1,292,225$2,423,787

$3,781,746

$4,395,467

$2,862,841

$2,249,120

Budget

136780,200

$1,330,706$(847,795)

$482,911

$1,020,842$1,839,841

$3,343,594

$4,294,690

$2,660,076

$1,708,980

WELLS FARGO ARENA

Variance

10(54,124)

$(158,940)$(258,237)

$(417,177)

$271,383$583,946

$438,152

$(100,777)

$202,765

$540,140

Actual

388513,426

$1,871,950$(272,812)

$1,599,138

$113,919$5,246,042

$6,959,099

$6,727,873

$435,880

$667,106

Budget

399454,607

$1,585,066$(812)

$1,584,254

$38,347$3,802,987

$5,425,588

$6,394,778

$373,340

$(595,850)

MANAGED FACILITIES

Variance

(11)58,819

$286,884$(272,000)

$14,884

$75,572$1,443,055

$1,533,511

$(333,095)

$62,540

$1,262,956

FINANCIAL PERFORMANCE

Net income to Polk County will be over

$1.9M (this is the highest

return to Polk County)

20 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | MARKET SEGMENTS > WELLS FARGO ARENA

NET INCOME BY EVENT TYPE

16% 33%

2%

44% 5%

ATTENDANCE BY EVENT TYPE

13% 59%

2%

20% 6%

EVENT MIX BY TYPE

19% 63%

2%

9% 7%

SPECIAL EVENTS

CONCERTS

MOTORSPORTS

FAMILY SHOWS

SPORTS

MARKET SEGMENTSWELLS FARGO ARENA

The Sports category includes high school tournaments, Hy-Vee Big Four Classic, NBA Pre-Season Game, AAU Wrestling, Iowa Wild hockey, Iowa Energy basketball and Iowa Barnstormer football.

This category represented 63% of the events held at Wells Fargo Arena, compared to 64% last year. It accounted for 59% of the attendance and 33% of our net income. Concerts represented 9% of the events held at Wells Fargo Arena and accounted for 44% of our net income, compared to 43% last year.

21MARKET SEGMENTS > HY-VEE HALL & COMMUNITY CHOICE CREDIT UNION CONVENTION CENTER | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

12% 8%

40%

16% 6%

18%

ATTENDANCE BY EVENT TYPE

24% 6%

19%

20% 15%

16%

NET INCOME BY EVENT TYPEGROSS REVENUE BY EVENT TYPE

25% 4%

19%

20% 15%

17%

EVENT MIX BY TYPE

8% 2%

29%

33% 24%

4%

MEETINGS

SPECIAL EVENTS

CONVENTIONS

TRADESHOWS

CONSUMER SHOWS

BANQUETS

MARKET SEGMENTS > HY-VEE HALLCOMMUNITY CHOICE CREDIT UNIONCONVENTION CENTER

Our growth was strong this year with the addition of new Conventions and new Consumer Shows. The Convention category represented only 8% of our event mix, but accounted for 25% of our gross revenues, 12% of attendance and 24% of our net income. We saw a 5% increase in this category for net income over last year. The Consumer Show category contributed 17% of our gross revenues and 16% of our net revenues, an increase of 2% over last year.

22 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | HOW YOU FEELIN’? > HOW YOU DOIN’?

HOW YOU FEELIN’?HOW YOU DOIN’?

Iowa Events Center employees of the month, from left to right: (front) Carrie Petersen, Shelby Crisan, Cyndi Lorenzen, Enzo Carannante and Harold Peterson. (Middle) Chelsea Selvadurai, Rachel Miller and Al Hayes. (Top) Andy Schmidt, Ben Tjaden and Todd LeBel. (Missing from photo is Anna Taylor.)

The How You Feelin’ (HYF) Committee has continued to bring health awareness, tips and a variety of activities to the employees of the Iowa Events Center. Over the last year, the monthly newsletter has aided communication efforts and been a consistent source for education on wellness topics, food and nutrition and further highlighted the upcoming events for staff to participate in.

During the summer months, the committee focused on new topics including UV awareness. Both educational materials and free sunscreen were provided to the staff. As the temperature heated up, the committee held a Juice-n-July event to give employees a taste of yummy and healthy juicing recipes.

The HYF committee continued to offer new activities in the fall by offering free onsite yoga classes through local business, PowerLife Yoga. These classes were offered for two months and at a variety of times, to allow staff to attend during their busy schedules for some relaxation.

In November, the HYF committee introduced the Inaugural Turkey Trot. This event mapped out one and two mile courses in Wells Fargo Arena for runners or walkers to participate in a one day marathon event. Similar to any official race, it was complete with race bibs, pre-run goodie bags, participant medals, and start and finish lines. A total of 34 employees participated by running, walking or trotting their way to a healthy kickoff to the holiday season.

The fastest one mile run received a frozen turkey (just in time for Thanksgiving!), a trophy and bragging rights for the year as the venue’s “Top Trotter”. In all, it was a fantastic event with the whole team trotting 56 miles (over 2 marathons!) in 13 hours and 5 minutes.

Heading into 2015, the committee switched gears to help staff with stress relief during our busy season. In March, afternoon chair massages were offered and had great reviews! The HYF committee will continue to focus on new and emerging healthy initiatives that not only educate, but provide opportunity for activity and participation to help enrich the experiences and lifestyle of our staff and their families.

The Iowa Events Center staff strives to ensure guests have a great all-around experience and return to the venue. The How You Doin'? (HYD) committee at the Iowa Events Center aims to motivate and retain part-time and full-time employees through various activities.

Full time staff enjoyed the annual “Buckets” tournament in August. Buckets is similar to horseshoes—but instead of horseshoes, bottles filled with water are tossed into trash cans also filled with water. It is a bracket style tournament that has become a fun competitive event each year!

Part time staff were treated to a voucher for a meal at the concession stands in February during State Wrestling. This is generally the kick-off to the State Tournament season. They were also privy to a Suite Retreat that ran from November–February. The part time employee with the most HYD cards from each department was chosen. These individuals were then treated as guests in the Spectra suite for a sporting event and were able to eat, socialize and enjoy the game for the evening.

The Iowa Events Center also has a random monthly drawing of 10 staff members that win prizes based on the HYD cards that were submitted for the month. Prizes have included car detailing, restaurant gift certicates, massages, jewelry, and more! In addition, a full-time Employee of the Month is chosen each month.

The HYF committee focuses on new and emerging healthy initiatives that not only educate, but provide opportunity for activity and participation to help enrich the experiences and lifestyle of our staff and their families.

23CHARITY COMMITTEE | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

At Spectra, operators of the Iowa Events Center, we have a proud tradition of community investment and a commitment to making a difference. Over the past year, the Iowa Events Center has donated over 130 volunteer hours, $1,500 in monetary contributions, 225 food items to the Urbandale Food Pantry and $21,400 worth of tickets to over 50 groups for charitable auctions. In addition, $376,000 has been given back to 15 different not-for-profit groups through their work in our concession stands.

Highlights for the year include the ongoing Jeans for Charity fund, where employees can donate $10 each month (or $3 for one day) to wear jeans on Friday. Over $1,800 was collected this past year and used to donate to numerous local organizations. The committee also used this fund to purchase canned food to support the Urbandale Food Pantry and to purchase care package items to send to service men and women at USO Great Lakes Station in September.

30 staff members donated their time at the annual Meals from the Heartland Fight Against Hunger event at Hy-Vee Hall in August, while an additional 30 employees participated in Comcast Cares Day on April 25 by beautifying Des Moines during the annual Downtown Trash Bash. Over 1,300 Des Moines area volunteers helped removed almost 22,000 pounds of trash and over 300 pounds of recyclable material. The Iowa Events Center team received the Bigg Buttowski award for collecting the most cigarette butts (over 18.5 pounds)! In December, employees participated in the 16th annual Adopt-A-Star campaign through the Polk County Family Enrichment Center, which is an organization that improves the lives of families at risk of long-term welfare dependency or family instability by creating opportunities for self-sufficiency. This program allowed staff members to "adopt" a child during the holidays to provide a gift when they normally wouldn't have received any. In addition, employees participated in a warm blanket drive during the winter months in which over 40 blankes were donated to the Catholic Worker House in Des Moines and then distributed to the homeless. Staff members also collected "wish list" items for Children's Cancer Connection's new location in which office supplies, craft supplies, and more was collected and dropped off to help make their transition easier.

In addition to all of the donations above, Spectra donated their time and resources to the Fred Hoiberg event on August 26 and the Ben Jacobson event on May 4, both held at the Iowa Hall of Pride. Food Services & Hospitality catered both events at cost and Venue Management donated a total of $1,000 towards the final catering bill. A total of twelve suite tickets along with complimentary food and beverage was donated as silent auction prizes. A combined $80,000 was raised for the Iowa Hall of Pride in part to these events.

CHARITY COMMITTEE

$21,400worth of tickets

has been donated to

over 50 groups

24 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | ORGANIZATIONAL CHART

*Spectra Intern

**Intern at the Iowa Events Center

Jason EvansPremium Seating ManagerVenue Management

Meghan CalvagnaMarketing ManagerVenue Management

*Enzo CarannanteMarketing CoordinatorVenue Management

**Carrie FickGroup Sales ManagerVenue Management

**Jackie MabeGraphic DesignerVenue Management

Jessica Van SlotenSales Manager, ASSNVenue Management

Cyndi LorenzenSales Manager, CorporationsVenue Management

Janelle SchmidtSales Manager, Sports/GovernmentVenue Management

Chelsea Selvadurai Sales Express Manager, WeddingsVenue Management

Jake ReichlingTicket Office ManagerVenue Management

**Brandon OrtaleAssistant Ticket Office Mgr.Venue Management

Diane HinesTicket Office SupervisorVenue Management

Shelby CrisanEvent ManagerVenue Management

Lindsey EverkEvent Manager Venue Management

Jenny KaplanEvent Manager Venue Management

*Andrew LutherEvent Manager Venue Management

Carrie Petersen Event Manager Venue Management

Jill RobinsonParking ManagerVenue Management

Don Meucci Guest Services ManagerVenue Management

Linda HeckExecutive AssistantVenue Management

*Ryan ZieglerDirector of EventsVenue Management

Holly KjeldgaardAGM, ArenaVenue Management

Adam FlackDirector of Marketing Venue Management, Regional

Carrie JacksonAGM, ConventionsVenue Management

Laurie KemmitDirector of Corporate Sales Venue Management, Regional

*Chris ConnollyGeneral ManagerVenue Management

Alisa LinkPremium Seating CoordinatorVenue Management

Julie Swanson Administrative CoordinatorVenue Management

ORGANIZATIONAL CHART

25ORGANIZATIONAL CHART | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

Mark GambleTechnical Services ManagerVenue Management

Andy SchmidtProduction ManagerVenue Management

Collin YoungIT TechnicianVenue Management

Jason SmithDirector of OperationsVenue Management

Steve CarlsonOperations Supervisor Venue Management

Jeff Kling Operations Supervisor Venue Management

Nate MillerOperations SupervisorVenue Management

Jerrod StacyOperations SupervisorVenue Management

Ben TjadenOperations SupervisorVenue Management

Leah BeeryOps Admin AssistantVenue Management

Harold PetersonOperations ManagerVenue Management

Katie JohnsonSenior HR Manager Venue Management, Regional

Andrew DobraskaAccountant Venue Management

Kim TownsendA/R AccountantVenue Management

Tim SmithAccountantVenue Management

Lisa GivensAccountant/PayrollVenue Management

Diane FrischmeyerDirector of FinanceVenue Management

Michael RansomFood & Beverage DirectorFood Services & Hospitalitycontinued on next page

Marlon BallentineBuilding CoordinatorVenue Management

Philip BaughmanBuilding CoordinatorVenue Management

John GraysonBuilding Coordinator Venue Management

Amos HeardBuilding Coordinator Venue Management

Ricardo SmallBuilding Coordinator Venue Management

Lori WiedmanBuilding Coordinator Venue Management

OpenBuilding AttendantVenue Management

Al HayesChief EngineerVenue Management

Jim Bacon Assistant Chief Engineer Venue Management

Frank EnriquezEngineer Venue Management

Steve Frantz Engineer Venue Management

Pete KonstantEngineer Venue Management

Jeff Spidle Engineer Venue Management

Todd LeBelIce Tech EngineerVenue Management

Phil VaassenElectricianVenue Management

Dennis DeanCarpenter Venue Management

ORGANIZATIONAL CHART

26 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | ORGANIZATIONAL CHART

*Megan HeimanSr. Catering Sales Manager Food Services & Hospitality

Andrea AcebeyCatering Sales Manager Food Services & Hospitality

OpenCatering Sales Manager Food Services & Hospitality

Marshal BadgleyCatering Manager Food Services & Hospitality

Anna Taylor Catering Manager Food Services & Hospitality

Andrew FandelCatering Manager Food Services & Hospitality

Ali Brackett Director of Catering Food Services & Hospitality

Brandi Booth Office Manager Food Services & Hospitality

Elizabeth King Concessions Manager Food Services & Hospitality

Rachel Miller Concessions Manager Food Services & Hospitality

Meghan Powers Concessions Manager Food Services & Hospitality

Scott Zimmerman Concessions Manager Food Services & Hospitality

Dawn Lloyd Director of Operations Food Services & Hospitality

Zach Case Suites and Restaurant Mgr. Food Services & Hospitality

Jonathan Cook Executive Sous Chef Food Services & Hospitality

Brandon Higgs-Burow Sous Chef Food Services & Hospitality

Raul Murillo Sous Chef Food Services & Hospitality

Chad Vander Ploeg Executive Chef Food Services & Hospitality

Michael RansomFood & Beverage DirectorFood Services & Hospitality

*Spectra Intern

**Intern at the Iowa Events Center

Tim CooperDirector of Event Technologies Markey’s Rental &Staging/IEC

Joe KoellingOperations Manager Markey’s Rental &Staging/IEC

Wralph Jackson Audiovisual Technician Markey’s Rental &Staging/IEC

Bob SwansonBranch Manager CSC Security

Ben DurbinEvent Manager CSC Security

Ryan SchneiderEvent Manager CSC Security

Katie LongOffice Manager CSC Security

Jeremy PetersenEvent Manager CSC Security

Marc ThompsonEvent Manager CSC Security

ORGANIZATIONAL CHART

27CLIENT COMMENTS | IOWA EVENTS CENTER ANNUAL REPORT FY 14–15

"On behalf of the Partnership, I want to extend our deepest appreciation and gratitude to you and your respective teams’ outstanding performance last night. Thanks to all of you, our dinner guests once again had a wonderful experience and we, as GDMP staff, are very proud of the event and feel a great sense of pride in its overall success. The ambience of the space, excellent food and service, Broadway quality production and overall guest experience were exceptional.

The level of performance and professionalism is top notch and your responsiveness to our “numerous” special requests is always handled immediately (with a smile)! The Dinner is the premier annual event for central Iowa’s business community and the Partnership and thanks to all of you, it is always a reflection of who we are as a community—Best in Class."

>>Mary Bontrager, The Greater Des Moines Partnership

"Our wedding reception at the Iowa Events Center was perfect! We heard so many great comments about the projected photos on the wall in the Grand Concourse, the food, service and the lighting in the ballroom! Our guests were very impressed by this venue. The staff has been so great to work with over the past year and have always responded quickly and are very knowledgeable. They were able to serve all of our requests and made us feel like our event was the most important! The Iowa Events Center exceeded all of our expectations!">>Emily & Ryan Bisbee, Bride & Groom

"We appreciate all of the time and effort you and your staff put forth in all phases of the IHAA Annual Meeting. From the numerous site visits to the on-site changes, I always felt everyone was "all-in" to make it a great event. And it was! Thanks for your leadership."

>>Becky Anthony, Iowa Hospital Association

"Thanks for all your help making our event such a big success. I appreciate you checking on us throughout the day. Everything ran very smoothly. The IT guy was right there in the morning and made double sure everything was working. The staff was very timely and attentive to make sure dishes were picked up, etc. The beverage station was well stocked. The food was EXCELLENT! The day just could not have gone better.">>Jeanne Fitzgerald, Capture Marketing planner for Iowa Taxpayers Association

"Thank you for your support of Bravo's 10th Anniversary Awards Gala. The work of you and your professional staff were essential to making this event a success and a night to remember for the sell-out crowd of 1,500 people who joined the party. The gala was an outstanding celebration of the vibrant organizations that bring arts, culture and heritage alive in central Iowa. Your efforts helped to top our guest's expectations and make sure that the Bravo Gala remains central Iowa's premier event.

Once again, the food and beverage were amazing and I received more than one comment from our guests on the spread of delicious choices. Your staff was professional, competent and attentive and we are grateful to consider you a true partner for this event each year.

Hy-Vee Hall again proved to be a perfect location for our signature event and your assistance in ensuring our guests had an enjoyable time is much appreciated. Your staff is incredibly helpful throughout planning and execution and we are grateful to consider you a true partner for this event each year."

>>Sally Dix & Michelle Book, Bravo Greater Des Moines

CLIENT COMMENTS

28 IOWA EVENTS CENTER ANNUAL REPORT FY 14–15 | FUTURE OUTLOOK

The Iowa Events Center complex has now completed 10 successful years of operation, realizing Polk County’s vision for a sustainable meeting and entertainment hub to drive visitors to Central Iowa and provide an economic impact to the State. The Iowa Events Center has evolved significantly over the past 10 years, including the closing of the Polk County Convention Complex and the renovation of Community Choice Credit Union Convention Center at Veterans Memorial. The second 10 years will showcase vast improvements in technology and fan experience with this summer’s updates to Wells Fargo Arena. With the completion of new exterior marquees, all new HD Concourse TVs, a state-of-the-art Video Board by Daktronics and a complete overhaul and upgrade to the arena’s control room, Wells Fargo Arena is positioned to maximize additional revenue through sponsorships and create an upgraded experience for fans of all events, but particularly the Iowa Wild, Iowa Energy, and Iowa Barnstormers.

A major item of growth and opportunity that continues to evolve is the Iowa Events Center Headquarters Hotel project. While no shovels are yet in the ground and no hotel flag has been decided/announced, the project has picked up steam over the past 12 months and leaders feel it is a matter of when, not if, the project comes to fruition. The addition of a hotel connected to the

Iowa Events Center is a missing piece for events that will only consider a destination that has a supporting hotel.

The next year will be an exciting year for sports fans at Wells Fargo Arena as we welcome the 2015 NCAA Division I Women's Volleyball Regional Finals along with the 2016 NCAA Division I Men’s Basketball First and Second Rounds. This will be the first time the Arena has hosted these two events and the buzz throughout the Greater Des Moines Community has been spectacular. In addition, the Hy-Vee Big Four Classic is in its fourth year of a six year contract with last year’s event being the first time the event has sold out. The Iowa Wild will enter their third season in the venue, while the Iowa Energy and Iowa Barnstormers also continue to call Wells Fargo Arena home.

The convention center business continues to grow each year, with the highly anticipated Wizard World Comic Con reaching unheard of attendance numbers for their first year this past season. Year two of Wizard World will take place May 13–15, 2016 at the Iowa Events Center. Two other first time events in the next fiscal year will be Yoga Festival August 28–30 and LegoFest which takes over Hy-Vee Hall this September 18–20.

FUTUREOUTLOOK

730 THIRD STREETDES MOINES, IOWA 50309

Veterans Memorial