David Norton, EVP, Analytics & Consumer Insights, MDC Partners Inc. His presentation at the 4A's Data Summit on October 16 in NYC. For more info: http://datasummit.aaaa.org/

1. Growth amongst our VIPs fueled the business until September 2008
$1,000K
Annual Growth
Q101 – Q108: 25%
800
600
Annual Growth
Q108 – Q110: (15%)
400
200
0
’01
’02
’03
’04
’05
’06
’07
’08
’09
‘10

2. Our Ah Ha moment was when Diamond and 7 Star service scores
converged with Gold
0.8
0.7
0.6
0.5
%A
Service
Score
Gold
0.4
Diamond
7*
0.3
0.2
0.1
0
2005
2006
2007
2008
Q1 09

3. Quant research also told that gaming had dropped in their L&E
Priority List
L&E Activity
$3,314
Vacation
$11,695
$811
Concert /
Theater
$538
Charity Event
$803
Cruise
$3,128
Movie Theater
$246
Theme Park
$452
Spa
0.7
Golf
Live Sport Event
0.8
Avg. Annual
Spend
$832
Gambling
$30,854
Bar/Nightclub
$935
Restaurant
$5,038
Shopping
$5,167
0.6
0.5
VIPs reduce
gambling
before cutting
other activity
0.4
0.3
0.2
0.1
0
2005 2006 2007 2008 Q1 09
VIPs cut other
activity before
reducing
gambling
(among
participants)

4. Our analysis showed their was a service premium when the host
Engaged with their customers during a visit
0.8
0.7
0.6
%A
0.5
0.4
0.3
0.2
0.1
Host Interacted with the Guest
0
74%
VIP with Host
65%
VIP with no Host
56%
2005 2006 2007 2008 Q1 09
L&E
Activity
Golf
$3,314
Vacatio
n
$11,695
Sport
$811
Concert
/Theate
r
$538
Charity
Even
$803
Cruise
$3,128
Movie
Theater
$246
Theme
Park
VIPs reduce
gambling before
cutting other
activity
Avg.
Annual
Spend
$452
Spa
$30,854
Bar/Nig
htclub
VIPs cut other
activity before
reducing
gambling
$832
Gamb
$935
Restaur
ant
$5,038
Shoppin
g
$5,167