1. Winter White ™ Weddings in Pittsburgh’s Grand Hall at The Priory

2. Objective: Dramatically Increase Q1 Weddings

3. Average Number of Weddings at Pittsburgh’s Grand Hall at the Priory in Q1 2004 - 2009 3.4

4. Huge Slice of Our Business

5. The Downside of Winter Weddings

6. Discounting Cheapens Brands

7. SNOWMAGEDDON!

8. Catholic Lenten Guilt

9. “What do you mean Saturday, June 12 th isn’t available!”

10. The Upside Sales Pitch of the Priory’s Winter Weddings

11. Value Priced

12. More People Can Attend

13. And while we’re here…

14. …you’ll be honeymooning here.

15. BLUE OCEAN STRATEGY Create Uncontested Market Space and Make the Competition Irrelevant

16. 1.Create Uncontested Market Space 2.Make the Competition Irrelevant 3.Create and Capture New Demand 4.Break the Value-Cost Trade-Off 5.Align the Whole System of a Firm’s Activities in Pursuit of Differentiation and Low Cost BLUE OCEAN STRATEGY

17. PHG’s Grand Hall Transformation Doctor Zhivago Style…

22. FREE Winter White ™ Wedding! First Winter White ™ Wedding was given away FREE to an Afghanistan or Iraqi War veteran residing in Western Pennsylvania.

23. Email Campaigns

24. Winter White Happy Hour Open House Experience the WWW “Experience”

25. KDKA-TV Pittsburgh Today Live PR and Social Media Blitz Whirl Magazine

27. Winter White Wedding Sales Impact 3.4 to 13 5-Year AverageQ1 2010

28. An Increase of Over 400%

29. Key Takeaways 1.Create Unique Experiences 2.Add Branded Value 3.Strive to Sail in Blue Oceans

30. Winter White ™ Weddings in Pittsburgh’s Grand Hall at The Priory