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2 3 The Field Stream Platform Field Stream Products A rich and varied offering of branded products including fshing gear hunting equipment camping supplies boats apparel tools sunglasses and watches Field Stream Lodges An integrated lodging company including full service lodges limited service hotels and campgrounds Field Stream Magazine The magazine celebrates the outdoor experience with great stories compelling photography and sound advice 6 Philosophy Field Tested. Guide Approved. We believe that every eld and every stream hold the potential for the authentic sportsmans experience whether its in your backyard or in the backwoods. Our relationship with Guides gives us something thats incredibly valuable The ability to eld-test our products to insure that they work where it matters most. Our sportsmans guides are in the field knowing what equipment works best which stream has the secret trout where families can hike the best trails where the big bucks come to spar and where the bird watchers can see and hear the forest thrush. Our brand slogan Field Tested. Guide Approved. is more than a catchy tag line its our philosophy and our pledge. 7 8 The History For more than 137 years Field Stream has been a friend outtter and trusted guide to the American sportsman. Field Stream is more than a brand or a label. Its a worldwide institution of millions of individuals whose love of the outdoors is an important part of their lives a love that has been passed down through generations of sportsmen. In the late 1800s Richards Gordon and Paul Ferguson expanded their out- door business and began initally using the Field Stream trademark on its products. Focusing initially on furs the company then expanded to produce all types of outdoor apparel. Today Field Stream is producing not only outdoor apparel but also shing hunting and boating equipment watches sunglasses and travel gear. Field Stream magazine was established in 1895 and is now the worlds leading outdoor magazine giving its readers knowledge and inspiration to pursue the sports they love. The Field Stream brand has come to be known by almost everyone. The history of the brand the success of the magazine and the many Field Stream products in the marketplace have made Field Stream the most well recognized brand in the outdoor industry. 9 10 CoreValues 11 Authenticity Family Field Stream has been developing products and offering authentic and credible experiences for years a father and son fshing and camping in the woods utilizing Field Stream gear a family on an outdoor adventure at a Field Stream lodge a guided Field Stream eco trip through the Everglades of Florida each of these experiences are pure. Everything is genuine and true from the sunsets to the plants and wildlife to our guides and equipment. An old fashioned sense of freedom exists within the world of Field Stream allowing families to create lifelong memories. Children explore and develop a love for the great outdoors. The Field Stream tradition of passing down stories experiences and techniques from one generation to the next is one that will live on and on. 12 Conservation QualityValue Conservation is a core value of Field Stream. We strive to maintain and protect all natural habitats. Field Stream has connected sportsmen sportswomen and families to the great outdoors and built an appreciation amongst its audience for nature and its incredible power. Our motto Field Tested Guide Approved demands that only the highest standards are acceptable for any Field Stream product or experience. Nothing passes muster without in- tense testing by expert guides. We produce and deliver products that are best in class and fair in price. There is a consistency across all Field Stream that focuses on quality and value. 13 14 OutdoorEnthusiasts 15 Field Stream attracts a diverse group of people due to the spectrum of products accommodations and activities offered. The common denominator is their passion for the outdoors. 16 Field Stream Friends and Families Outdoor Enthusiasts The 9.5 million outdoor enthusiasts who currently read Field Stream magazine are our natural target customers. They live and breathe Field Stream and trust the brand as a source for advice and information surrounding their outdoor pursuits. They have a high propensity to purchase Field Stream branded product as well as the inclination to stay at a Field Stream branded property. Outdoor enthusiasts sportsmen sportswomen and their families who love the outdoors and the lifestyle are a strong target for the Field Stream brand. They include a universe of over 70 million people who love to be outdoors bird watching backpacking shing boating hunting mountain climbing hiking and camping. 17 Deep UntappedMarket 18 The Outdoor Market Billion Dollar Participation in Outdoor Sporting Categories TOTAL US RECREATIONAL SALES 2009 302 Billion ACTIVE OUTDOOR RECREATION TRAVEL 270 Billion RETAIL SALES 76 Billion Sources 2006 National Survey of Fishing Hunting and Wildlife Associated Recreation Congressional Sportsmens Foundation SPORT EQUIPMENT TRAVEL Fishing 19B 18B Wildlife Viewing 12.2B 12.8B Hunting 10.7B 6.6B 19 20 21 Field Stream Today 22 23 By the Numbers Field Stream has 84 brand awareness 74 Consumers surveyed admiredliked the brand U.S Sales exceeded 150 Million More than 115 U.S and International Trademarks 12 License Partners 500 Products currently in U.S. Canadian Markets Consumers view the brand as functional trusted durable outdoorsy and of good quality Consumers describe the brand as an authentic high quality lifestyle brand Consumers rank Field Stream 1 among Outdoorsy Brands Consumers have a very positive perception of Field Stream and believe it should be available at quality retailers 24 StructureoftheBrand FieldStream Products Lodging Magazine Retail Partners CampgroundLicensees Lodge 25 26 Field Stream magazine has more than 1.5 million sub- scribers and 9.5 million pass-along users. It is the worlds lead- ing outdoor magazine. Devoted to the complete outdoor lifestyle Field Stream gives its readers knowledge and inspi- ration to pursue the sports they love. The brand celebrates the outdoor experience with great stories compelling photography and sound advice while honoring the traditions hunters and shermen have passed down for generations. Awareness of Field Stream is 90 percent among the target the highest of all outdoor sporting brands. Bonnier Publishing owns Field Stream magazine as well as more than 40 other major publication titles including Outdoor Life Ski Skiing and Sport Fishing. Field Stream Media 27 Field Stream Licensing 28 Field Stream License Portfolio 2011 U.S. Retail Sales exceeded 115 Million 12 Active Licensees 500 Indivisual Products Currently in the Market More than 115 US and International Trademarks Categories SPORTING GOODS Fishing Hunting Camping Boating ACCESSORIES SunglassesOptics WatchesTimepiece- HosierySocks TOOLS Knives Multi-tools APPAREL Outdoor Apparel Men Women Kids Outerwear Technical Hunting Fishing Performance Wear Rain Gear T-Shirts Fleece Hats Caps 29 Participation in Outdoor Activities Fishing 52 Million Camping 45 Million Biking 43 Million Wildlife Viewing 31 Million HikingTrail 29 Million Paddling 20 Million Snow Sports 16 Million Hunting 15 Million 30 The Competition 31 32 Fishing Hunting Camping Boating Sporting Goods 33 Outdoor Apparel Men Women Kids Techical Perfomrance Wear Hunting Fishing Rain Gear T-Shirts and Fleece Hats Caps Apparel 34 Accessories SunglassesOptics WatchesTimepieces HosierySocks 35 Tools Gear Knives Multi-Tools 36 Field Stream Home Outdoor Living Oceans Coast Collection Field Stream Home Outdoor Living Oceans Coast Collection 37 Field Stream Home Outdoor Living Mountain Lakes Collection 38 Field Stream Home Outdoor Living Mountain Lakes Collection 39 Outdoor Personal Care 40 41 42 In-Store Fixtures In-Store Fixtures 43 44 Brand Labels Core Identity The Core Identity represents the new look and feel for Field Stream. The identity is carried across all Field Stream products including casual apparel and basics for the everyday sportsman for men women and kids. The Field Stream Core Identity combines classic elements of the brand with strong outdoor elements like the or- ange accent color. An authenticity label design to be used across all brand segments unies and gives continuity to the brand. Embroidered Patch Embroidered Patch Secondary Label Zipper Snap 45 Embroidery Authenticity Label Field Stream Clothing 1871 The new Clothing Identity Package incorporates Field Streams 1871 heritage with a updated image of authentic Americana Outdoor style. 46 47 Field Stream Vintage Identity The Vintage Identity celebrates the rich outdoor legacy of the brand. Appropriate use of the Vintage Identity is for vintage style products vintage graphic tees and on collectibles that are clearly vintage or reproductions of authentic sportsmans lifestyle objects. 48 49 Zipper Hangtag Snap Secondary Label Embroidered Patch Embroidered Patch Embroidered Patch 50 FieldStream LodgeCo. 51 52 Field Stream Lodge Company Field Stream Lodge Co. is an integrated lodging and outtting company within the Field Stream family. The lodging options vary from full service lodges to campgrounds. The unifying theme whatever the level of accommodation is the delivery of an authentic outdoor experience. Field Stream Lodge Co. offers authentic preservation-conscious retreats. Each retreat delivers regional specic outdoor adventures with access to trusted and knowledgeable guides. The camp-like atmosphere allows for family bonding in nature while dining in a cozy cabin telling stories in whitewashed sunlit rooms or playing cards in a tent on a campground next to a owing river. The Lodge Campgrounds RV Parks 53 54 Environmental Platform Field Stream is dedicated to preserving and protecting our wild places for the use and enjoyment of Sportsmen Sportswomen and their families and everyone else too. We share a collective passion for the environment sustainability and the community. Conserving our natural resources and energy while reducing waste is part of the Field Stream ethos 55 56 Heros of Conservation Each year Field Stream magazine supports the Heroes of Conservation Award which will honor individuals and the committed sportsmen whose heroic conservation efforts help ensure that our shared wild places will be preserved for future generations to enjoy. 57 58 Contact Us Mike Tewey President Field Stream 203-221-0050 MTeweyFandS.com www.fands.com 59