Coffee+Fest+Brochure*

__Coffee Fest 2009 Brochure__ __Las Vegas, Neveda__ __June 12-14, 2009__

// Stop by and enjoy a refined cup of coffee... // Dear Coffee Fest Clients: We are gearing up for our Las Vegas show in early June and hope to see you there. If you attended the Chicago show in mid-February, you took part in a show that exceeded all of our expectations. Although, like most businesses, we aren’t breaking records, our booths were filled and the trade floor was bustling. Our attendee and exhibitor surveys reported successful business transactions and reflected an optimism in the specialty coffee industry that is not being reported in mainstream media where doom and gloom reign. As always, we push forward and nudge our retailers to continue to reach for higher profits and solvent business models. To that end, we have done some bolstering to our educational program. We are happy to introduce the Executive Summit one day prior to our Vegas show, on Thursday, June 11, 2009. The full-day program, entitled “Surviving and Thriving in Coffee Today,” is designed to inspire and inform owners, executives and managers within the specialty coffee, tea and related industries. Please read more about it by clicking "Attend" above, under "Thursday Executive Summit". In addition, we are bulking up our gold standard educational program with one-day sessions of Coffee Retailer Ultimate Profitability Seminar. Available each day of the show, the seminar culls the best of specialty coffee industry professionals to help retailers hone in on what they need to do to make their profits soar regardless of the economic climate. The cost of this session is $345. For more information click "Attend" above, under "Coffee Fest Las Vegas, click "Classes and Workshops" and click "Ultimate Profitability in Hard Times for your Retail Coffee Operation". We salute our retailers, vendors and distributors and appreciate your consistent and loyal patronage. We see ourselves as your partner in marketing your business and making it the best it can be. Please let us know what we can do at the show to help make your experience a successful one!

Sincerely,

David Heilbrunn

In this challenging era of economic uncertainty, with trusted advice more valuable than ever, Coffee Fest brings you the nation's best retail operators and industry consultants to ensure your business survives and even thrives today's profitability threats and tomorrow's challenges.

**//Registration://** Early Bird is $20 per person if registered by 5/22/2009 $30 per person after that.

//Fri & Sat// 12:00pm - 5:00pm, //Sun// 12:00pm - 4:00pm
 * //Exhibition Hours://**

Fri - Sat 8:00am - 5:00pm, Sun 8:00pm - 4:00pm
 * //Educational Training://**

allowed on the exhibition floor.**
 * Children under age 13 will not be

__ About Coffee Fest __ Coffee Fest has been celebrating coffee long before coffee was “hot”. In 1992, they gathered coffee professionals together in Seattle for their first consumer coffee festival. After several years of hosting thriving events, Coffee Fest turned its focus toward the specialty coffee, gourmet tea and alternative beverage industry and brought retailers, distributors and manufacturers together for its first retail trade show in 1998. With a mission to help attendees build and refine their specialty coffee businesses, they coupled a relevant educational program with a convivial trade show floor to create a successful show that celebrated its 50th show in February 2008. With attendance numbers climbing at every show, “the little show that could” now hosts four annual trade shows, including an international show debuting in Hong Kong in November. Coffee Fest remains the industry’s top-performing show, consistently providing retailers with relevant information to hone their business skills and up their bottom line

Why should you attend Coffee Fest: Coffee fest gears its workshops,classes, and exhibitors toward entrepreneurs of cafes and other coffee related facilities. Coffee fest dedicates themselves to educating the capitalist to gain more profits for themselves and the coffee industry as a whole.

Who attends the Coffee Fest: Along with the multiple sponsors attending and exhibiting at the show, owners, operators, and employees are also welcome to attend the show. Attendees who are interested in the coffee industry and everything that coffee fest has to offer is also welcome to attend. Also we are proud to share that 81% of our attendees attend no other trade shows. We have loyal attendees that represent many different facets of the coffee industry, these include: Bakery- .6%, Broker- 2.5%, c-store/deli-.5%, Distributor- 6.1%, Food Service- .8%, Import/Export- 1.9%, Manufacturer- 2.1%, New Business- 11.9%, Other Retail- 6.4%, Restaurant 7.7%, Roaster- 9.9%, Wholesale- .4%, Coffee Retail- 48%.

When is Coffee Fest: Coffee Fest will be held on June 12-14th, 2009, exhibition hours are as follows: Friday 12:00pm - 5:00pm, Saturday 12:00pm- 4:00pm

Where is Coffee Fest being held: This year Coffee Fest will be held at beautiful and spacies Las Vegas Convention Center

What is a reason to attend Coffee Fest: There are many different, very valuable, educational seminars and workshops offered as well as classes that any one can attend. We offer free classes/workshops as well as some that cost a small amount but are invaluable for a new business owner trying to start up their business successfully. Each of our sponsors have great reputations and are more then willing to talk to new businesses in order to help in any way possible.

__ LATTE ART CHAMPIONSHIPS HELD AT LAS VEGAS COFFEE FEST __

The Millrock Latte Art Competition sponsored by //Nuova Simonelli, Barista Magazine//, and Dillanos Coffee Roasters is one of Coffee Fest’s signature events, and is proud to be the richest barista competition in the world. Cream of the crop barista from around the world compete to strut their artistic and advanced espresso-pulling skills, in front of spectators and most importantly three judges, curtained off and sheltered by the headphones, so only the cup is judged and counts. To be able to create these beautiful patterns requires an advanced level of expertise and a rich, effervescent display of coffee creativity. The result? A drink with the prettiest crema, decked out with the finest detail and distinct design, that tastes nearly as good as fresh, ground coffee smells.

Forty contestants compete in two preliminary rounds held on Friday and Saturday morning, with 10 baristas moving on to the finals on Sunday. The Millrock Free Pour Latte Art Champion will walk away with $5,000, 2nd place $1,000 and 3rd place $500.

Contestants will be given five minutes to prepare the work area, adjust grind etc. Following the five minute preperation time, contestants will be given five minutes to produce as many as three different free-pour lattes. At the completion of the five minutes or three free pour lattes, the drinks will be judged based upon : esthetic beauty & balance > 1-25pts., color infusion > 1-25pts., definition > 1 25pts., and creativity > 1-15pts. No additives other than the espresso and milk may be used in this competition. The drink receiving the highest score from the judges will be used as the contestants submission.

To submit an application, visit coffeefest.com, click on attend under the Las Vegas choice, once done click on Latte Art Championships and scroll to bottom of page and again click on the Las Vegas 2009 link.



__Schedule of classes and workshops__ 12:30 PM || N256 || Hands-On Barista Training Workshop || $269.00 || 06:00 PM || N259 || Ultimate Profitability in Hard Times for your Retail Coffee Operation || $345.00 || 08:50 AM || N252 || Success at the heart of your menu - Creating the Perfect Menu || - || 08:55 AM || N254 || Creative Marketing: Ideas and concepts that create traffic || - || 09:00 AM || N257 || Building Better Baristas - Training/Retaining the Best || - || 09:05 AM || N258 || Effectively Competing with the Larger Chains || - || 10:30 AM || N253 || Espresso Machine Maintenance Workshop || $69.00 || 11:00 AM || N264 || Hands-On Smoothie Workshop || $30.00 || 09:50 AM || N252 || Roasting Fundamentals Basic Chemistry of Coffee During the Roast || - || 09:55 AM || N254 || Controlling Coffee Quality Through Brewing || - || 10:00 AM || N256 || Basic Email Marketing || - || 10:05 AM || N258 || Ask Four Experts - You bring the Questions they provide answers || - || 11:15 AM || N262 || Beginning Comparitive Cupping for Roasters || $95.00 || 11:30 AM || N261 || Chocolate – The Other Magical Bean - Chocolate Tasting and Comparison Workshop || $35.00 || 10:50 AM || N252 || Espresso or Coffee? Know the Difference || - || 10:55 AM || N254 || Tea Off Right: Launching a Successful Tea Program. || - || 11:00 AM || N256 || Building A Great Team - Eliminating Employee Theft, Crime, and Waste || - || 11:05 PM || N258 || Opening A New Café? || - || 11:50 AM || N252 || Brewing a Hot Brand - 27 Day Action Plan || - || 11:55 AM || N254 || The Ten Basic Keys To Success When Opening A New Coffee Business || - || 12:00 PM || N256 || Best Practices For FLAVORED Success - Is it all about coffee? || - || 12:05 AM || N258 || Signature Drinks - Power Up Your Profits || - || 02:00 PM || N262 || Advanced Profile Cupping for Roasters || $95.00 || 01:45 PM || N264 || Coffee Cupping Workshop for Coffee Retailers || $35.00 || 02:15 PM || N253 || Hands-On Free Pour Latte Art Training Workshop || $199.00 || 06:00 PM || N256 || Hands-On Barista Training Workshop || $269.00 || 04:00 PM || N261 || Gelato Training Workshop || $49.00 || 04:15 PM || N264 || Coffee Cupping Workshop for Coffee Retailers || $35.00 || 05:00 PM || N253 || Hands-On Free Pour Latte Art Training Workshop || $199.00 || 05:00 PM || N262 || Barista Basics the best of the best || $95.00 || == Saturday 06/13/200 9== ||~ Time ||~ Location ||~ Name ||~ Cost ||||  ||   ||   ||   ||||   || N256 || Hands-On Barista Traininghop || $269.00 |||| 08:00 AM -06:00 PM || N259 || Ultimate Profitability in Hard Times for your Retail Coffee Operation]] || $345.00 || 09:00 AM || N257 || Green Coffee Production, Overview of Farming, Processing and Purchasing for Roasters || - || 09:05 AM || N258 || Beginning Your Espresso Operation || - || 10:30 AM || N253 || Espresso Machine Maintenance Workshop || $69.00 || 11:00 AM || N264 || Hands-On Smoothie Workshop || $30.00 || 09:50 AM || N252 || Advanced Stocking and Selling Tea || - || 09:55 AM || N254 || Brewing a Hot Brand - 27 Day Action Plan || - || 10:00 AM || N256 || Free Wi-Fi - Increasing Security, Customer loyalty and Profitability || - || 11:15 AM || N262 || Cupping Green Defects and Their Causes || $95.00 || 10:05 AM || N258 || Coffee Packaging 101 || - || 11:30 AM || N261 || Chocolate – The Other Magical Bean - Chocolate Tasting and Comparison Workshop || $35.00 || 10:50 AM || N252 || The Psychology of Shopping – Getting your Retail Product ‘on the Shelf’ and ‘Off the Shelf || - || 10:55 AM || N254 || Espresso Program for Competitive Advantages || - || 12:00 PM || N257 || Frozen Blended Drinks || - || 11:05 AM || N258 || Point of Sale Systems for Coffee Retailers || - || 11:50 AM || N252 || The Ambiance of Your Café - Getting Crowds In Your Door || - || 11:55 AM || N254 || To Roast or Not to Roast || - || 12:00 PM || N253 || Winning Customer Loyalty through Excellence || - || 12:05 PM || N258 || Opening a New Café? || - || 12:50 PM || N252 || Success at the heart of your menu - Creating the Perfect Menu || - || 02:00 PM || N262 || Beginning Comparitive Cupping for Roasters || $95.00 || 12:55 PM || N254 || Becoming A Coffee Brewing Artisan || - || 01:45 PM || N264 || Coffee Cupping Workshop for Coffee Retailers || $35.00 || 01:05 PM || N258 || Ten Essential Tools to Preventing Employee and Credit Card Theft || - || 02:15 PM || N253 || Hands-On Free Pour Latte Art Training Workshop || $199.00 || 06:00 PM || N256 || Hands-On Barista Training Workshop || $269.00 || 04:00 PM || N261 || Gelato Training Workshop || $49.00 || 04:15 AM || N264 || Coffee Cupping Workshop for Coffee Retailers || $35.00 || 05:00 PM || N253 || Hands-On Free Pour Latte Art Training Workshop || $199.00 || 05:00 PM || N262 || Advanced Profile Cupping for Roasters || $95.00 || 06:00 PM || N252 || Roast Magazine's Roasters' Roundtable/Speakeasy || - ||
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Sunday 06/14/2009
12:30 PM || N256 || Hands-On Barista Training Workshop || $269.00 || 06:00 PM || N259 || Ultimate Profitability in Hard Times for your Retail Coffee Operation || $345.00 || 10:30 AM || N253 || Espresso Machine Maintenance Workshop || $69.00 || 11:00 AM || N264 || Hands-On Smoothie Workshop || $30.00 || 09:50 AM || N252 || Legendary Customer Service || - || 09:55 AM || N254 || Water Essentials 101 || - || 10:00 AM || N256 || Advanced Email Marketing || - || 10:05 AM || N258 || Before You Open, You Need to Know, Part II - Small Wares || - || 10:50 AM || N252 || The Psychology of Shopping – Getting your Retail Product ‘on the Shelf’ and ‘Off the Shelf || - || 10:55 AM || N254 || Blending for an Italian Espresso || - || 11:00 AM || N256 || Effectively Competing with the Larger Chains || - || 11:05 AM || N258 || Tracking sales with technology || - || 11:50 AM || N252 || Barista Basics the Best of Best || - || 11:55 AM || N254 || Panel Discussion - Relationship Coffee - Building a Brighter Future for Growers || - || 12:00 PM || N256 || FUNctional Beverage, Whats all the Buzz || - || 12:05 PM || N258 || Pre-paid Gift,Loyalty and Credt Cards -the Good the Bad & the Ugly || - || 01:00 PM || N256 || Power Leadership-7 keys to power your people || - || 01:45 PM || N264 || Coffee Cupping Workshop for Coffee Retailers || $35.00 || 04:00 PM || N253 || Advanced Free Pour Hands-on Latte Art Workshop || $290.00 || 03:00 PM || N261 || Gelato Training Workshop || $49.00 ||
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David Heilbrunn Phone: (425) 295-3300 Ext. 113 Email:: davidh@coffeefest.com
 * __TO CONTACT US__: **

**SR. Event Coordinator** LeeAnne Thibodeaux Phone: (425) 295-3300 Ext. 128 Email:: leeanne@coffeefest.com

Natalie Quinn Phone: (425) 295-3300 Ext. 131 Email:: natalieq@coffeefest.com
 * Advertising and Marketing Manager **