Top Shelf Events 1

Table of Contents

Introduction 3

Overview 3

Theme 4

Venue 5

Hotel 5

Rooms 8

Accessibility 9

Event Spaces 10

Racetrack 11

Event Rooms 12

Time and Climate 13

Alternate Venue 14

Hotel 14

Event Space 15

Marketing Plan 17

Guest List 18

Schedules and Timelines 19

Overview 19

Schedule for Mercedes-Benz Employees 19

Marketing Timeline 20

Registration 21

Overview 21

Invitations 21

RSVP’s 22

Save the Date Reminders 23

Entertainment 24

Guest Speakers 25

Food and Beverage 26

Overview 26

Trackside Tent Food and Beverage 26

Cocktail Hour Food and Beverage 29

Dinner Food and Beverage 33

Menu 33

Dessert Food and Beverage 35

Table Layouts and Settings 36

Top Shelf Events 2

Decorations 39

Overview 39

Introduction Room 40

Trackside Tent 41

Workshop Room 42

Dining Room 43

Welcome Bag 45

Swag Bag 46

Transportation 49

Flight 49

Shuttle Service 50

Security 51

Budget 52

Conclusion 53

Appendix 54

Top Shelf Events Production Schedules 55

Friday, April 15th

, 2016 55

Saturday, April 16th

, 2016 55

Bibliography 57

Top Shelf Events 3

Introduction The Mercedes-Benz corporate retreat is set to take place on April 16, 2016 in New

Jersey. Guests attending the event will be treated to a 2-night stay in the Borgata Hotel Casino

and Spa, a 5-star venue in the beautiful Atlantic City. On Saturday April 16th

, 2016, employees

will travel from the Borgata to the New Jersey Motorsports Park where they will spend the day,

listening to speakers, test-driving cars, attending workshops, and eating dinner. The day is sure to

be an unforgettable one, packed full of learning opportunities, team building exercises, and even

the opportunity to drive a brand new concept car, not yet released to the public.

Overview On Friday April 15, 2016 guests will be flown in to the Atlantic City International

Airport where they will then make their way via shuttle to the luxurious Borgata Hotel just 10

miles away. The Borgata offers a number of fine dining and nightlife experiences that will keep

guests entertained the night before the event. On Saturday, April 16th

, the charter bus will pick

up the Mercedes-Benz party at the front entrance of the hotel and transport them approximately

40 miles to the New Jersey Motorsports Park. Here the participants will enjoy a day filled with

skill building and fun activities. Guest speakers, test-drives, workshops, dinner, and an open bar

are just some of the activities planned throughout the course of the event. Once guests have

finished enjoying their exciting day at the track they will be bussed back to the hotel where they

can enjoy the rest of their time in Atlantic City as they wish. Sunday, April 17th

will mark the

end of the retreat and guests are to return to the Atlantic City International Airport via the shuttle

provided by the Borgata.

Mercedes-Benz Logo

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Theme Mercedes-Benz is a groundbreaking manufacturer of luxury sports cars. The company’s

long history of racing success and award winning cars is something that the corporate retreat

needed to represent. Mercedes-Benz’s mission is to make some of the most elegant, sleek, and

well-performing cars on the market, and our theme is to be congruent with the focus of the

Mercedes-Benz Company. The retreat will feature a theme focused on automotive and

mechanical innovation. The décor as well as the activities planned for the event all add to the

theme of futuristic automobiles that Mercedes-Benz strives to create.

Futuristic Automobile Theme of Mercedes-Benz

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Venue The Mercedes-Benz corporate retreat to be held on April 16, 2016 will occur at the New Jersey

Motorsports Parkway in Millville, NJ. Overnight accommodations will be provided by the Borgata Hotel

Casino and Spa in the beautiful, Atlantic City. Guests will stay for two nights, the night before the event,

Friday April 15th, and the night of the event, Saturday April 16

th. The close proximity to the Mercedes-

Benz Corporate USA Headquarters in Montvale, NJ and the vast resources provided by each organization

make these locations the most ideal settings for an unforgettable retreat.

Hotel The Borgata Hotel Casino and Spa is a 5-Star hotel located in the premier travel destination,

Atlantic City. The Borgata is one of the largest hotels in the state of New Jersey; it houses over 2,000

rooms, making it perfect for large groups. The Borgata is a fully accommodating luxury hotel with its

own nightclubs, spas, fine dining, and the highest grossing casino in Atlantic City. Gorgeous views of the

water, endless amenities, and its premier location in the bustling center of Atlantic City ensure that guests

will have an entertaining and enjoyable stay.

1 Borgata Way, Atlantic City, NJ 08401

Top Shelf Events 6

The Spa and Fine Dining Areas at the Borgata

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Borgata’s Mixx Nightclub and Casino

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Rooms

All retreat guests will be provided with their own individual room. The standard rooms are fitted

with one king bed, a gorgeous bathroom, breathtaking views, and all the amenities of home. Their two-

night stay at the Borgata will be an experience they won’t soon forget.

A Standard Room at the Borgata and

the View from a Standard Room

Top Shelf Events 9

Accessibility

Accessibility is another aspect of the Borgata that makes it ideal for the retreat. The Borgata is

located only ten miles from the Atlantic City International Airport and the casino provides a free shuttle

that departs from the airport and drops off at the hotel regularly throughout the day.

The Borgata Shuttle Service and

Map of Shuttle Service from the Airport to Hotel

Top Shelf Events 10

Event Space On Saturday morning, Mercedes-Benz employees will be transported via charter bus from the

Borgata Hotel to the New Jersey Motorsports Park, 40 miles away in Millville, NJ. The New Jersey

Motorsports Park is an ideal location for hosting corporate events. The facility offers a number of

resources and amenities that make it the perfect fit for this retreat. The complex is composed of two full-

scale racetracks, 500 acres of land, a clubhouse, a private banquet hall, room for 80,000 people, and

several private garages. All of which can be rented out to meet the customer’s needs. Mercedes-Benz is a

luxury car company with a long and successful racing history. To this day, they remain heavily involved

in the racing industry which is why hosting the event at a racetrack compliments what Mercedes-Benz

represents and adds excitement for the employees partaking in the event.

The New Jersey Motorsports Park Logo and

Map of the Park

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Racetrack

For the retreat, the Thunderbolt Raceway will be rented exclusively for the employees of

Mercedes-Benz. The employees will have an opportunity to test-drive a 2017 concept car around the

2.25-mile track. The track incorporates 14 difficult turns and a number of straight ways. While

employees are not driving, there will be tented Paddock areas set up as well as grandstands to allow track

viewing. The paddock areas will be tented and have some refreshments for the employees waiting to

drive. All track safety regulations will be adhered to and two track marshals will be present to maintain

safe operation and explain safety precautions prior to driving. Track rentals include the necessary safety

gear such as helmets and neck braces.

Thunderbolt Raceway and Viewing Grandstands

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Event Rooms

The 800-person banquet hall, also called The Officers Club, will be utilized for the introduction

speech, car unveiling, workshop, and dining during the retreat. The massive warehouse style building

will be divided into three smaller rooms to accommodate for the day’s festivities. Each room’s layout

will be designed to best suit the purpose of the room. The Officers Club is temperature controlled and

indoor bathrooms are provided.

The Officers Club Exterior, Interior, and Bathrooms

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Time and Climate

Another key factor that was considered when deciding where to host the event was the

time of year and possible weather conditions. Because part of the event is taking place outside it

was very important to select a location where seasons would permit track use. In the month of

April, New Jersey typically experiences temperatures ranging from 55-70 degrees and an

average rainfall of around three inches for the entire month. While it is impossible to determine

for certain what the weather will be like the day of the event, we are confident that track

conditions will be perfect. This is the optimal time of year to host the event, not only because of

the weather but also because the new concept cars are typically released to the public a few

months after the scheduled retreat.

Millville, NJ

Saturday, April 16, 2016

Clear

61 °F | °C

Precipitation: 0%

Humidity: 40%

Wind: 14 mph

Forecasted Weather for the Anticipated Retreat Date

Top Shelf Events 14

Alternate Venues Several sights were considered before deciding which venue was the best fit for hosting

the Mercedes-Benz Corporate Retreat. While the final decision is to host the event in New

Jersey, some alternative venues have been provided for your consideration

Alternate Hotel

The Royal St. Charles hotel located at 135 St. Charles Ave, in the bustling travel

destination of New Orleans, is another great option for hosting the corporate retreat. The Royal

St. Charles is a gorgeous 5-star hotel that has plenty of room for guests. The Royal St. Charles

embodies the spirit of New Orleans and it is less than a ten-minute walk from all the local

attractions, such as the world renowned Bourbon Street, ferryboat rides, and Harrah’s casino.

However, the real selling point of the Royal St. Charles is its close proximity to the Mercedes-

Benz Superdome. After deciding to use the Superdome as the alternate event space, we needed a

hotel that was equally as close as it was magnificent, and the Royal St. Charles fit the bill, seeing

as it is less than a mile from the superdome.

The Exterior of the Royal St. Charles

An Example of a Standard Room at the Royal St. Charles

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Alternate Event Space

The Mercedes-Benz Superdome is another great event space option for the retreat. It

makes perfect sense for Mercedes-Benz to use their own stadium for their corporate retreat. The

Superdome has thousands of square feet of event space, high-class lounge areas, and all the

resources needed to run a successful corporate retreat. A variety of seminars, car shows, and

other types of events are showcased at the Superdome annually, so planning a successful retreat

at this location would be a viable option.

Map showing the Distance between the Royal St. Charles and the Superdome

The Mercedes-Benz Superdome

Top Shelf Events 16

Photos of the Event Space Available inside the Mercedes-Benz Superdome

Top Shelf Events 17

Marketing Plan The invitations for the Mercedes-Benz Sales and Marketing Retreat will reflect the classy

brand image that Mercedes-Benz has always been recognized for. We will use the traditional

“Corporate A BQ” font that is synonymous with Mercedes-Benz’s advertisements. The front of

the invitation will have a black background with the silver Mercedes-Benz logo. The back of the

invitation will be white with black lettering to make it easier on the eyes to read. The back of the

invitation will have the purpose of the event, the date, time, location, and RSVP deadline.

We will include a RSVP card as well for the employees to mail back to us. This will

have the same elegance as the invitation but will be white on both sides of the cardstock. The

front of the RSVP card will have the Mercedes-Benz logo with the slogan, “The best or nothing”

and the back will ask the employee to write their name, email, and list any food allergies. This

will help us create options for those employees with certain food allergies or special diets. The

postage stamp will already be placed on the RSVP card for the employees’ convenience.

The invitations will be sent out on November 1st, 2015 and the RSVP cards must be

returned by January 1st, 2016. This will allow the invited employees time to decide if they will

be able to attend, as well as give us time to make the final guest list. On March 16th

, 2016, one

month before the event, we will send a Save the Date reminder to the employees through mail.

These reminders will be in the same style as the invitation, white cardstock with the “Corporate

A BQ” font. This will be used to remind the employees of the event date, time, and location.

The Front of the Invitation Bearing the Mercedes-Benz Logo

Top Shelf Events 18

Guest List The top 48 Regional Sales and Marketing managers will be invited to the Mercedes-Benz

Sales and Marketing Corporate Retreat. Mercedes-Benz USA CEO, Steve Cannon, and Vice-

President of Marketing, Bernhard J. Glaser, will also be in attendance. This retreat is strictly for

those 48 managers chosen to attend, so there will be no “plus one” for the guests. Once the

RSVP deadline of January 1st, 2016 has passed, we will create the official guest list and make

notes for any food allergies the employees have notified our staff of. The guest list is as follows:

Steve Cannon- CEO

Bernhard Glaser- Marketing VP

Diane J. Southworth

Michael L. Lawrence

Lyle J. Caesar

Sandra J. Rosenthal

Darryl V. Didonato

Roberta P. Davies

Keith A. Fett

Mark L. Siler

Amanda J. Cormier

Lesley A. Morris

Gene C. Papp

Don S. Fleming

Robert S. Carnevale

Elizabeth K. Thomas

Raul V. Schlesinger

Mark C. Castillo

Diane F. Crenshaw

Michael M. Anthony

Jerome B. Rodrigues

Angelina A. Milton

Anthony M. Barclay

Joseph K. Byrne

Adam M. Cunningham

Mike S. Riis

Garret R. Greenway

Mary R. Freeman

James E. Booth

Matthew C. Moore

Glen F. Kellam

Jeffrey B. Delacruz

Mark C. Meade

Clarence M. Hill

Conner P. Daniel

Robert B. Eleazer

Jordan M. Bennett

Ted C. Garwood

Cynthia A. Malloy

Isabel S. Cooper

Jeffrey R. Grantham

Brant S. Peterson

Jeff I. Stearns

William R. Donnelly

Alex J. Pardieu

Michael T. Connelly

William A. Ashton

Timothy L. Goetze

Scott M. Williams

Richard C. Hitchins

We expect all invited employees to be in attendance, but if there are any who

absolutely cannot make it, we will choose from a select list of employees who will act as

replacement. This is to ensure the guest list remains at 50 employees, including the CEO,

Steve Cannon, and Vice-President of Marketing, Bernhard J. Glaser. All employees will

be added to the official guest list immediately after we receive their RSVP notice. We

will have a registration table set up at the entrance where guests will sign in and receive

their seating assignment.

Top Shelf Events 19

Schedules and Timelines In order for the Corporate Retreat to be successful and run as smooth as possible,

the following schedules and timelines will be implemented:

Schedule for Mercedes-Benz Employees

Top Shelf Events 20

Marketing Timeline

Top Shelf Events 21

Registration

Registration is a critical piece of any successful event. For the Mercedes-Benz

Corporate Retreat, we have decided to mail out invitations stating the purpose of the

event, date, time, location, and RSVP deadline. The Top 48 Sales and Marketing

Managers will receive this invitation. These employees will also receive an RSVP card

asking employees to provide their name, email address, and any food allergies. The final

step of registration includes the Save the Date Reminder Card. This card will restate the

purpose for the event, date, time, location. With these registration steps implemented, the

Corporate Retreat will be able to run as smooth as possible and ensure a great time for all.

The Front of the Invitation

The Back of the Invitation

Top Shelf Events 22

The Front of the RSVP Card

The Back of the RSVP Card

Top Shelf Events 23

The Front of the Save the Date Reminder

The Back of the Save the Date Reminder

Top Shelf Events 24

Entertainment In order to liven up our dining and cocktail hour we are going to provide classic hits

performed live by The A-Town A-List. This band specializes in popular music from the 60’s to

today’s hits which will provide a wide range of preferences for our audience. Their performance

is not the main focus of the event but more to enhance the evening and to lighten the mood. We

want our guests to let loose a little and be comfortable celebrating their hard work. However,

even though they are not a mainstream name, this band provides quality sound and performance

which has awed our audiences in previous events. The group will perform for two hours during

our cocktail hour and dinner session to provide the clients with background sound to keep the

event flowing. The A-Town A-List has performed for major names such as The National

Football League, Microsoft, and The Hard Rock Café which ensures that they are the ones for

the job (Samhill).

The A-Town A-List

25 Top Shelf Events

Guest Speakers

Stephen Cannon (CEO)

To kick-off our event and to really get the employees fired up, we are having Mercedes-

Benz USA’s CEO Stephen Cannon open the stage. We want him to inspire his employees and

really spike their interest in our event. Mr. Cannon, 50, has been recently promoted to CEO of

the USA division in 2012, but has been with the Mercedes-Benz Company since 1991. After he

had graduated West Point Military Academy with a B.S degree in economics, Stephen found

himself in Stuttgart, Germany developing and manufacturing of the Mercedes-Benz M-Class

SUV. After years of great work for the company in the financial department, they decided that

Mr. Cannon was fit to oversee the entire U.S division of Mercedes-Benz, where he still is today.

Bernhard J. Glaser (V.P USA)

Mr. Glaser, 47, will wrap up the guest speakers following Mr. Cannon. Bernhard will be

going into more detail and factual information about Mercedes and the new model. Unlike

Stephen Cannon, Mr. Glaser does not have a college degree but instead has an extensive and

impressive work experience. He is referred to as a twenty year veteran with the company. He

was born in Germany where he began his adventure with Mercedes-Benz and then in 1998 he

made his way to the U.S sector. While he was working in the states, Mr. Cannon was promoted

to CEO and Bernhard was named the man to take his spot as Vice President of Marketing for

Mercedes-Benz USA.

26 Top Shelf Events

Food and Beverage

All Food and Beverage items will continue the auto-futuristic theme of the event and also

incorporate fresh, local cuisine. All items will be local New Jersey cuisine and be purchased

within 100 miles of the New Jersey Motorsports Park. All items will be freshly prepared on site

by our management team, Top Shelf Events, and served Buffet Style.

Trackside Food and Beverage There will be a trackside tent set up with beverage stations, tables, and couches for

employees to enjoy while other groups test drive the new car. These beverage stations will

consist of a water station, juice station, and coffee station. Each station will have drinking glasses

and bio-degradable Mercedes-Benz napkins and silver drinking straws. The auto-futuristic theme

will be shown through the silver drink labels and drinking straws, which will be placed in a glass

logo-etched vase. Each beverage selection will have a silver label with Mercedes-Benz

typography etched in.

Silver Straws

Napkin Vase for Straws Example of Drink Label

27 Top Shelf Events

The water station will consist of 3 water dispensers. The first dispenser will have filtered

water, the second will have filtered cucumber infused water, and the third will have filtered

lemon infused water. The dispensers will be glass with silver elements and employees will enjoy

their water selections in water glasses etched with the Mercedes-Benz logo. Each dispenser will

have a label placed in front of it.

The juice station will have an orange juice carafe, apple juice carafe, and pomegranate

juice carafe. Each carafe will be glass and etched with the Mercedes-Benz logo. The carafes will

be placed in a round, silver bucket with ice. Each carafe will have a silver label placed on it.

Employees will enjoy their juice selections in juice glasses etched with the Mercedes-Benz logo.

Juice Glass Silver Bucket filled with Ice and

Juice Carafes

Water Glass Example of Water Dispensers

Water Station Layout

Juice Station Layout

28 Top Shelf Events

The coffee station will consist of decaf and regular coffee dispensers, regular and

flavored creamers and milk in carafes, and sugar and sweeteners in silver bowls. The coffee cups

and saucers will be white with the Mercedes-Benz logo. Employees may also use their coffee

mug given to them in the Welcome Bag if they would like.

Silver Coffee Dispensers

Silver Bucket with Ice and

Milk and Creamer Carafes Coffee Cup and Saucer

Coffee Station Layout

29 Top Shelf Events

Cocktail Hour: Food and Beverages Food Selections: Hors d'Oeuvres New Jersey prides itself on its blueberries. Since the Food and Beverage aspect of this

event showcases local ingredients, the first appetizer will be an Arugula, Feta, Walnut, and

Blueberry salad. All ingredients for this salad will be purchased locally. This salad will be served

in martini glasses with a silver fork, plated on square, silver trays, and placed on the hors

d’oeuvre buffet table. One tray will be butler passed as well.

New Jersey is also known for its tomatoes. The second hors d’oeuvre will be Caprese

Skewers. The basil and cherry tomatoes will be purchased from a local farm, and the mozzarella

will be purchased from a local deli. The Caprese Skewers will be plated on circular, silver trays

and placed on the hors d’oeuvre buffet table. One tray will be butler passed as well.

Arugula, Feta, Walnut, and Blueberry

Salad Martini Glass for Salads

Mini Caprese Skewers

Silver Tray for Caprese Skewers

30 Top Shelf Events

To continue with the fresh and local Food and Beverage theme, mini Lobster Rolls will

be the third hors d’oeuvre. The lobster will be purchased from local seafood market, and the rolls

will be purchased from a local bakery. The lobster rolls will be plated on rectangular, silver trays

and placed on the hors d’oeuvre buffet table. One tray will also be butler passed.

The final hors d’oeuvre will be a domestic cheese display with assorted crackers. The

three cheeses will be Aged Cheddar, Gorgonzola, and Swiss. The cheeses will be cubed, and

assembled on a rectangular, silver tray, and placed on the hors d’oeuvre table. The cheeses will

be assembled to where they resemble the Mercedes-Benz logo and the assorted crackers will be

placed in a circle around the cheeses. The assorted cheese and crackers will be purchased at a

local deli.

Silver Tray for Mini Lobster Rolls Mini Lobster Rolls

Example of Domestic

Cheese Display

Silver Tray for Domestic

Cheese Display

31 Top Shelf Events

Beverage Selections

To continue with the local New Jersey theme, local wine will be served during cocktail

hour at the bar. The Vallenato Family Winery has been selected since this wine is made in New

Jersey. For the red wine selection, the 2012 Berry Red Cranberry Wine will be served. This wine

pairs well with salads and light cheese. The 2012 Berry White Cranberry Wine will be the white

wine selection. This wine pairs well with fish. Wines will be served in red and white wine

glasses.

In addition to the two chosen wines, a selection of top shelf liquors will also be offered.

Employees can choose from Cîroc vodka, Appleton Estate rum, Johnnie Walker Black Label

whiskey, Balvenie scotch, Bombay Sapphire gin, and Patrón Silver tequila. We will also serve

soft drinks, tonic, and grape, cranberry, apple, and orange juice for employees to enjoy alongside

their liquor. All mixed drinks will be served in silver glassware.

Wine Selections

Liquor Selections

Example of Glassware for Mixed Drinks

32 Top Shelf Events

Dinner: Food and Beverage Food Selection

Dinner will be served Buffet Style with the assistance from Top Shelf Events servers.

The employees will be able to walk up to the buffet table and choose which items they would

like for dinner. The server will plate their dinner choice and recommend which wine pairs well

with the entrée choice. The fresh and local New Jersey theme continues through dinner with

fresh and local entrée items. All entrée items will be served on white plates.

Entrées

Grilled Atlantic Salmon

Served on a Bed of Wild Rice and Grilled Asparagus

Roasted Garlic Lemon Chicken

Served with Red Potatoes and Green Beans

Beef Tenderloin

Served with a Mushroom Brandy Cream Sauce and Truffled Fingerling Potatoes

33 Top Shelf Events

Dinner Menu

34 Top Shelf Events

Beverage Selection

In addition to the beverages from Cocktail Hour still being available during Dinner, there

will be other wines to compliment the entrée choice. To complement the Grilled Atlantic

Salmon, we will be serving Vidal Blanc at the bar. Chardonnay will be served to complement the

Roasted Garlic Chicken. For the third entrée choice, Cabernet Merlot will be served to

complement the Beef Tenderloin.

Wine Sections for Each Entrée Item

35 Top Shelf Events

Dessert: Food and Beverage

Dessert Selection

For dessert we have decided on a cupcake display. The cupcake selection includes a

Blackberry Bourbon cupcake, Lemon Meringue cupcake, and Kahlua Chocolate cupcake. Each

cupcake will have the Mercedes-Benz logo placed on top.

Beverage Selection

The beverage selection for the cupcakes will consist of wine pairings from The Vallenato

Family Winery. The Blackberry Syrah will pairs nicely with the Blackberry Bourbon Cupcake.

The Peach Pinot Grigio pairs very well with the Lemon Meringue Cupcake. Finally, the Bramble

on Raspberry Wine pairs perfectly with the Kahlua Chocolate Cupcake.

Blackberry Bourbon, Lemon Meringue,

and Kahlua Chocolate Cupcakes

Mercedes-Benz Logo to be Placed on Top of

Each Cupcake

Wine Selections for Each Cupcake Option

36 Top Shelf Events

Table Layouts and Settings

Trackside Tent Layout

The Beverage Station will consists of three 3’ by 2’ rectangular tables with white

tablecloths. The far left table will be the Water Station, the middle table will be the juice stations,

and the far right table will be the coffee station.

Hors d’ Oeurve Table Layout

The Hors d’ Oeurve table will consists of two 3’ by 5’ rectangular tables with white

tablecloths. The far left side will have 4 stacks of white hors d’ oeuvre plates, and next to the

plates will be 2 stacks of Mercedes-Benz napkins and silver forks. To the right of the silver forks

will lay a silver platter for the Salads served in martini glasses, a round silver platter for Caprese

Skewers, a silver platter for Mini Lobster Rolls with a silver serving fork, and finally a round

silver platter for Domestic Cheese Display with silver serving tongs.

Layout for Hors d’Oeuvre Tables

Layout for the Beverage Stations

37 Top Shelf Events

Buffet Table Layout

The Dinner Buffet Table will be two 3’ by 5’ rectangular tables with white tablecloths.

The chaffing dishes and utensils will be silver. On the right side of the table will be 3 stacks of

white plates. The chaffing dish on the far left will have Beef Tenderloin and Cream sauce, the

next chaffing dish will have Truffled Fingerling Potatoes, the round chaffing dish will have the

Roasted Garlic Chicken, the rectangular chaffing dish behind the round chaffing dish will have

Red Potatoes and Green Beans, the next chaffing dish will have Wild Rice and Grilled

Asparagus, and the final chaffing dish will have the Grilled Atlantic Salmon. Each chaffing dish

will have a label in front of it.

Dessert Table Layout

The dessert table will be a 3’ by 5’ rectangular table with a white tablecloth. In the center

of the table will be a round, silver pedestal of Blackberry Bourbon cupcakes. On the right will be

a square, black platter with Lemon Meringue cupcakes. To the left of the Blackberry Bourbon

cupcakes will be another black, square platter with Kahlua Chocolate cupcakes. Around the table

will be dessert plates. Each cupcake platter will have a label sitting in front of the platter. Each

cupcake will have the Mercedes-Benz logo.

Example of the Dessert Pedestals

Example of the Dessert Table Layout

Example of the Dinner Buffet Table Layout

38 Top Shelf Events

Dinner Table Layout

The 60” round dinner tables will have white table cloths, 8 place settings, and an ice,

light up centerpiece. The centerpiece will be 10” tall so employees can comfortably mingle with

others at the table. The centerpiece is simple, yet elegant just like the Mercedes-Benz

automobiles. The centerpiece will also serve as a conversation piece.

Dinner Table Place Setting

The place setting will include a silver charger, black napkin folded and placed on the

charger, a water glass, dinner fork and knife, and dessert fork and spoon. The menu will be

placed inside the napkin.

Example of the Dinner Table Layout Larger Version of the Centerpiece

Dinner Table Place Setting

Silver Charger Example of Napkin Fold with Menu

Placed Inside

39 Top Shelf Events

Decorations Overview The decorations will follow the Mercedes-Benz and auto-futuristic theme. The color

scheme will consist of white, silver, and black. These are the colors of Mercedes-Benz, which

also follows the auto-futuristic theme. All decorations will be simple and clean, just like the

Mercedes-Benz automobiles. Each room will be accented with white fabric draping and accent

lighting on each wall.

Pantone Color Scheme for Decorations,

Linens, and Furniture

Example of White Fabric Draping and

Accent Lighting on Each Wall

Layout of the Different Event Rooms in the Officer’s Club to be Further Discussed

40 Top Shelf Events

Introduction Room As employees enter the first room, they will be greeted by one of our staff members at the

Registration Table. The registration table will be fitted in white fabric. Once they register, they

will be seated in Silver Chiavari chairs with white cushions, which will be setup in Theater Style.

There will be a 30’ by 28’ stage at the front of the room. The stage will have a set of black stairs

and black fabric around the bottom of the stage. The stage floor will be white tile. On the stage

will sit 3 plants on each side of the front of the stage, a black podium on the left side of the stage,

and a white curtain evenly dividing the stage horizontally behind the podium. Behind the white

curtain will be a white, circular platform with the new, silver car parked on it. There will be 4

lighting trusses around the platform to showcase the car. The white curtain will double as both a

presentation screen and method to unveil the new car. There will be a LCD projector descending

from the ceiling. The videos and presentation will be projected from the LCD projector on to the

white curtain. The equipment needed for this room includes a black podium with a microphone,

black LCD projector, 4 silver lighting trusses, a sound system, outlets for the accent lighting, and

3 black speakers on the north, east, and west ends of the stage.

Introduction Room Layout

Silver Chiavari Chair

White Registration Table

Black Podium

Example of the New Car on Display

41 Top Shelf Events

Trackside Tent While groups test drive the latest model, other groups will be able to watch and wait in

comfort under a 32’ by 32’ white, Mercedes-Benz tent. Under the tent, there will be 3 beverage

stations setup, 3 high-top tables, 5 white couches, and 5 silver end tables. There will also be 2

trashcans placed at the back corners of the tent. The beverage stations will be made up of three 5’

by 3’ tables with white cotton linens. The only equipment needed will be one outlet for the two

coffee dispensers to keep the coffee hot. There will be plenty of room for employees to enjoy

beverages, mingle with coworkers, and watch the cars race by.

Trackside Tent Layout

Example of White, Mercedes-Benz Tent Example of White Couches

Example of High-Top Table

Example of Silver, End Table

Example of Silver Trash Cans

42 Top Shelf Events

Workshop Room The Workshop Room will be lined with white fabric draping and accent lighting on 3

walls and the north wall will be lined with LCD Screens. In the center of the Workshop Room

will be a white platform with the new, silver car parked on it so employees can see what the car

looks like again. The platform will slowly rotate so each employee can the see car at all angles.

Evenly placed around the platform will be 12 white pre-installed interactive tables with 4 silver

Chiavari chairs with white cushions. These will be the same model of Chiavari chairs from the

Introduction Room. The groups used for test driving will sit at each table. The tables will not be

assigned. The tables will be white with the interactive screen in the middle. When the employees

are done with their marketing idea, the idea will be shown on the LCD screen wall for everyone

to see using Wi-Fi. The equipment needed for this room includes power for the LCD screen wall,

moving platform, interactive tables, Wi-Fi, and outlets for accent lighting.

Workshop Room Layout

Example of LCD Screen Wall

Example of the Interactive Tables

43 Top Shelf Events

Dining Room The final event space will be the Dining Room. The dining room walls will be covered in

white fabric draping and accent lighting. When the employees walk into the room, the bar and 2

bartenders from our Top Shelf Events team will be on the left. There will be 3 cocktail tables

setup for cocktail hour. The bases of these tables will be made out of Mercedes-Benz car parts.

One table with be made from a wheel and the remaining 2 tables will be made from engines. All

3 tables will have glass tops. These tables continue the auto-futuristic and Mercedes-Benz theme.

The live entertainment will be across from the bar on the right side of the room. Hors d'Oeuvres

will be served both buffet style and passed by servers near the bar and bar tables. The hors

d'oeuvres will all be served in silver trays or platters. The appetizer table is a 8’ by 2.5’

rectangular buffet table and dressed in a fitted white tablecloth. After cocktail hour, employees

will move to the dinner tables. These tables are 60” rounds with white tablecloths. There will be

8 Silver Chiavari chairs with white cushions placed around each dinner table. On the tables will

be a centerpiece, water glasses, and silverware. In the center of the dining room will be a round,

white platform with the new “exploded” car suspended from the ceiling. On the front wall will

be the dinner buffet tables on the right half of the wall and dessert table angled on the left side of

the wall. The buffet and dessert tables will all be dressed in white tablecloths. When the

employees leave dinner, they will receive a Swag Bag from the tables to the right of the double

doors. The equipment needed for the Dining Room includes a sound system for the band, cables

for the suspended car, and outlets and lighting for the dessert and buffet tables and suspended

car.

Dining Room Layout

44 Top Shelf Events

Examples of Cocktail Tables

Example of the “Exploded Car” Suspended over the Platform

Example of 60” Dining Tables Example of Buffet Tables

45 Top Shelf Events

Welcome Bags

Since employees will be arriving for the Corporate Retreat the night before, we decided

having a Welcome Bag waiting for them at the Front Desk during check-in would be exciting.

The welcome bags will fit the likes of both the female and male marketing employees. All items

will be placed in Mercedes-Benz tote bags with a name tag specifying who the bag is for. The

name tag will also be worn during all Corporate Retreat events. The Welcome Bag will also

include the schedule for the following day’s activities. Each item in the Welcome Bag will be

beneficial for the Corporate Retreat. The Coffee Travel Mug can be used throughout the day, the

jacket can be used if it is cooler outside during the test drives, and the USB and pen can both be

used during the presentation and workshop activities.

The following items will be included in the Welcome Bag:

Tote Bag Name Tag

USB Flash

Drive

Pen engraved with

employee’s name

Limited Edition

Jacket

Coffee Travel Mug

engraved with

employee’s name

46 Top Shelf Events

Swag Bags Swag Bags will be given to employees by our staff as the employees leave the retreat.

The women will receive a tote with their name and title embroidered on it, while the men will

receive a backpack with their name and title embroidered on it. Each swag bag will include items

that both females and males will enjoy, while also adding additional items to accommodate

different gender interests. Each item in the Swag Bag can be used daily, no matter the location or

occasion. These items are licensed by Mercedes-Benz and embody the classic and versatile

Mercedes-Benz lifestyle.

Each employee will receive the following items in their Swag Bag:

Wine Stopper and Corkscrew Stemless Wine Glasses Swiss Army Knife

Golf Umbrella Customized T-shirt with New Car Model

Personalized

Laptop Sleeve New Car Model

Computer Mouse

Phone Case fit for individual

employee’s phone

47 Top Shelf Events

In addition to the previous items, female employees will receive the following items in a tote bag

embroidered with their name and title.

Women’s Tote

Mercedes- Benz Logo

Votive Candles Engraved Women’s

Watches

Personalized Make-up Case Personalized Nail Care Kit Nail Polish Kit

48 Top Shelf Events

In addition to the original items, male employees will receive the following items in a backpack

embroidered with their name and title:

Men’s Backpack

Golf Kit Engraved Men’s Watches

Cologne Kit Cuff Links Personalized Shaving Kit

49 Top Shelf Events

Transportation Flight

Due to the fact that employees will be traveling from across the country to attend this retreat, it is

important that they arrive at the hotel in a timely manner. Employees will be responsible for booking a

flight via Southwest Airlines at least a month and a half prior to the event date. Through working with

Southwest Airlines, we have created a voucher package that will supply all retreat guests with a $275

airfare credit valid only to Atlantic City International Airport on April, 15th 2016 and departing from

Atlantic City International Airport again on April, 17th, 2016. If travel fees exceed the $275 limit, then

reimbursement will be provided. Upon arrival at the airport on Friday night, employees are directed to

take the free shuttles provided by the Borgata Hotel. The shuttle runs every half hour, and it will also be

used to reach the airport again on Sunday. When guests arrive at the hotel, they will be responsible for

checking into their rooms and getting on the charter bus to the event venue the following day.

Southwest Airlines

Shuttle Service from the Airport to the Borgata Hotel

50 Top Shelf Events

Shuttle Service The Borgata Hotel is approximately 40 miles from the New Jersey Motorsports Park, where the

event will occur on Saturday, April 16th, 2016. In order to ensure all guests arrive at the retreat on time, a

charter bus has been rented for the day. The bus will leave the front entranceway of the Borgata Hotel an

hour and 15 minutes prior to the event start time and return to the same spot at the conclusion of the

event. The ride is less than an hour and the luxurious charter buses are extremely comfortable. Each bus

can hold up to 61 passengers, so one bus should be sufficient for the guests. There will also be a

bathroom and televisions on board.

The Shuttle Bus Route from the Borgata to the New Jersey Motorsports Park

The Shuttle Bus Route from the Borgata to the New Jersey Motorsports Park

51 Top Shelf Events

Security In order to keep any unwanted persons from entering the events and disturbing the

employees, we have hired a door guard to sit at the entrance of our events rooms during the

indoor sessions. In case of an emergency, the guard will also help out with the evacuation and

safety of our guests.

During the outdoor test driving part of our event, New Jersey Motorsports Park has

supplied us with track officials and track security that will keep things in order while the

employees are using the track. This also includes fire protection and prevention. We will go

through Mercedes-Benz for the waivers that the employees will be filling out for their safety

while driving the cars.

Track Official

Door Guard

52 Top Shelf Events

Budget The overall estimated budget for the Mercedes-Benz Corporate Retreat includes everything from

airfare and hotel rooms to decorations and security. We have worked out great deals with our

excellent vendors to give Mercedes-Benz the best prices for both high quality products and a

priceless experience. The overall estimated budget is as follows:

53 Top Shelf Events

Conclusion Top Shelf Events is dedicated to providing our clients with the highest quality events.

We have been in business for around 10 years, have done over 50 events nationwide, and have

over 40 years of combined experience in the event planning industry. We have never failed to

meet a client’s expectations and are continually recognized for our exceptionally high standards

and our attention to detail in every facet of event planning. This event is designed to build

teamwork within the top 48 Sales and Marketing Managers at Mercedes-Benz and provide them

with a solid base for the future of Mercedes-Benz. Mercedes-Benz is globally recognized as a

leading innovator in the automobile industry, and this event is geared towards continuing that

excellence and preparing for the future of Mercedes-Benz. We pride ourselves on our high

caliber productions and guarantee a flawless event.

54 Top Shelf Events

Appendix With close to 10 years of experience, and over 50 events successfully executed, Top

Shelf Events cannot be more proud and honored to host a world class name such as Mercedes-

Benz. In the past we have held events as far west as California and as far south as Key West, but

we have never held an event in the state of New Jersey so this will be a new experience for all of

us. Our passion and the way we do things are above the rest, which is why corporations come

back to us for their events again and again.

When you hear the name Mercedes-Benz, you know you are going to get quality and

innovation in your products. Since 1886, Mercedes-Benz has been producing cars for every type

of consumer. The company was not first called Mercedes-Benz but actually Daimler Motors.

Carl Benz started the corporation when he developed the first car, which was actually a three

wheeled “motorwagon” (MBUSA). In 1901, the first car was topped with a Mercedes-Benz

classic logo. This is when the dynasty began. From then on, innovation was the Mercedes-Benz’s

main focus, and still is today. Mercedes-Benz was the first to introduce the first car with multiple

valves (1910), the first super charged engine (1921), the first fully 4 wheel independent

suspension (1931), and many more firsts that we take for granted in our cars today. Since the

development of technology, Mercedes-Benz has been the leader of taking this new technology

and putting it behind the wheel of their vehicles. Today their cars are some of the safest, fastest,

and most futuristic vehicles on the market.

While hosting this immaculate corporation, Top Shelf Events looks forward to the

opportunities in which we can learn from Mercedes-Benz and apply it to our own ideas.

Mercedes-Benz is truly the leader in innovation, and that is something anyone can admire and

learn from to make themselves better in their specific field.

Logo for Top Shelf Events

55 Top Shelf Events

Top Shelf Events Production Schedules The following schedules will be implemented by our team at Top Shelf Events to ensure

a successful and organized Corporate Retreat for Mercedes-Benz:

Friday, April 15th

, 2016

56 Top Shelf Events

Saturday, April 16th

, 2016

57 Top Shelf Events

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