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FESTIVAL ATAGLANCWHO:PARTNERS

The Comm unity C ulturalFoundation 5013 in p artnershipwith the city of Daytona Bea c hand Volusia County along withpresenting sponsors suc h a s The

Dayto na Bea ch News-Journal,Bright House Netw orks, DaytonaSta te College and Florida HospitaMem orial Med ic al Center.

WHAT:FESTIVAL

Present ing the 2010 America nMusic Festiva l, a 5-day musica lshowc ase fea turing the b igge stna me s in music o n 5 sta ge s ac rosthe venues of the be ac hsidedistrict of Daytona Beach.

WHEN:SEPT1-5, 2010

The fe stival takes p lac e o ver LaboDay Weekend from Wednesda y,Sep tem be r 1 to Sunda y,Sep temb er 5, 2010.

WHERE:DAYTONABEACH,FL

The fe stiva l will ta ke p lac e in the

wo rld -famo us bea c hside d istric t oDayto na Bea c h, Florida . Venuesinc lude The Oc ea n Ce nter ArenaPea bod y Aud itorium, HistoricBandshell as well as additionaloutd oo r stage s on the FestivalBoardwalk

MEDIACONTACTS:

Kathryn Robinson

Kathryn.Robinson@culturefound.org(386) 226-1925

Jesse EllerJesse.Eller@culturefound.org(386) 226-1925

Sylvia Sab atiniSylvia.Sabatini@c ulturefound .org(386) 226-1918

High resolution a rtist ima ges,interview s and ad ditiona l

informa tion ava ilab le upo n request

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Dea r Mem bers of t he Press,

I would like to take this opportunity to invite you to experience the music rediscover the Great American Destination, Daytona Beach. The newe st initiain our co mm unity, The Ame rican Music Festiva l, is the d irec t result of a stratepartnership between the City of Daytona Beach, Volusia County and Comm unity Cultural Found at ion. Tog ethe r we a re wo rking to reb rand com munity and re-imag ine the p ossibilities in our famous be achside Ma in StRedevelopment District. With some of the biggest names in music performing,

vision is the development of a new Entertainment Zone in our core tourism disthat will activate our incredible collection of existing venues, ignite privinvestme nt a nd inspire residents and visitors alike to celeb rate our grea t c ity.

We invite you join us as we embark on this monumental initiative to introduce arts, culture and entertainment as a core industry to our community. Alreadyhave seen the initial economic impact of the fantastic American Music FestKick-Off which w as hosted by Kevin Jona s of t he Jonas Brothe r on June 26th of year and attended by nearly 8,000 people. Our businesses had record savenues filled and o ur com munity shined .

I am proud to introd uce you to this inc red ible eve nt and urge you to b e involvethe mo st dyna mic m usica l event to be hosted in our com munity.

M a y o r Gl e n n R it c h e yCi ty o f D a y t o n a B e a c h

T h i s p r o j e c t i s a t th e

c o r e o f o u r c o m m u n i ty

re d e v e l o p m e n t . . .

It is o u r c e n t e r p i e c e .

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The Ame rica n Music Festival is a dynam ic show c ase of o ur destination a nd its ente rta inme ntinfrastructure p lanned for Labo r Day Weekend , Sep tem ber 1-5. Fea turing some o f the b igg est na me s inmusic, it will be the first time a ll of the venue s in the Ma in Street Bea chside Distric t, known as The World sMo st Famous Bea c h will simultaneo usly c om e to life with bustling a c tivities, c onc erts and e xhib its. Fromthe Ocean Center Arena, Peabody Auditorium, Historic Oceanside Bandshell, Boardwalk and additional

outd oo r sta ge s top a rtists will pe rform the be st o f the be st in American Music.

With something for everyone, this weekend will feature a collection of experiences and opportunities toenjoy this multi-disc ip linary event. More than a spec ial event, this summ er showc ase is the pilot p rog ramfor a comprehensive rebranding and redevelopment campaign being undertaken by the City ofDaytona Beach and Volusia County in partnership with the Community Cultural Foundation. With thegoal of expanding the offerings for both residents and visitors alike, this event will serve as a catalyst forred evelopment a nd a platform for the redisc overy of Daytona Bea ch The Grea t Am eric an Destination.

A proven success with the June 26 Kick-Off of the American Music Festival, the Labor Day Extravaganzawill mo re than meet the high exp ec ta tions of sponsors, pa rtners, businesses and e vent-goe rs. Everyone iswa iting to see ho w the Kic k-Off c an b e topp ed . With a ll eyes on the Lab or Day event , this is the idealtime to experienc e the music and red iscover the G rea t Am eric an Destination, Dayto n Bea ch.

EVENTOVERVIEW

THEMOSTANTICIPATEDMUSICALEXTRAVAGANZAOFTHEYEAR AMERICANMUSICFESTIVAL

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USHER: POP, R&BWith four current hit singles topping five Billboard charts, time istestament to the mark of greatness, and for this era that markbelongs to the king of R&B Usher Raymo nd IV. This c onsumm ateentertainer, who transcends the boundaries of popular culture, hasredefined the nature of superstardom. Usher's considerable

achievements begin with over 45 million records sold world wide,do zens of aw ards and a stab le of five G ramm ys. The singe r,composer, producer, actor, businessman, designer andphilanthropist is the quintessential contemporary icon, celebratedfor nearly two decades. Usher, a self-described "master of themoment," has created a rich catalog of hit songs and crowningac hievem ents. With the relea se of his monume nta l seve nth album,Raymond v Raymond, Usher returned to his original medium making songs into masterpieces that illuminate the strugglebetween man and legend. Be the first to hear songs from hisupcoming album Versusas he brings his full arena production tothe Am eric an Music Festival.

www.usherworld.com

THEJONASBROTHERS: POPOne of the m ost po pula r pop group s of a ll time, the Jona s Brothe rsc rafted hook-filled po wer pop anthem s have ea rned them m illionsof die-hard fans across the world and theres no sign of themslowing down anytime soon. From the shores of New Jersey, theband consists of three brothers: Kevin, Joe, and Nick. In thesummer of 2008, they starred in the Disney Channel Original MovieCam p Roc kand have also appeared on the big screen in theirown movie, Jona s Brothe rs: The 3D Conc ert Expe rienc e in 2009.The b and has relea sed four album s: Its About Time, Jona s Brothe rs,A Litt le Bit Longer a nd Lines, Vines and TryingTimes tha t ha ve sold

ove r 8 million rec ords worldwide .

www.jonasbrothers.com

DEMI LOVATO: POPJoining the Jona s Brothers on the ir world to ur, Demi Lovato isbest known fo r her role a s Mitc hie Torres in the DisneyCha nnel Movie, Camp Roc kand its upc oming seq uelCa mp Roc k 2: The Final Jamand as Sunny Munroe in thesmash hit Disney Channel show Sonny With a Cha nc e.Lova to s 2 albums de buted at # 1 and # 2 on the Billbo ardCharts reporting imp ressive sa les in the ir first wee k. Serving

as the op ening a c t in theJonas Brothers Burnin UpTour and fea tured in theirFilms, the re is an a mazingc hemistry betw een them.

Lovato o pens for The Jona sBrothers as they make the irAMF ap pea ranc e.

www.demilovato.com

2010AMFARTISTROSTERSEPTEMBER 1-5, 2010 DAYTONA BEACH, BEACHSIDE DISTRICT

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TONYBENNETT: JAZZ

A legend ary American Icon, Tony Bennett is an a rtist wmoves the hearts and touches the souls of audiences. Hes

just the singers sing er but a lso an inte rna tiona l treas

honored by the United Nations with its Citizen of the Woaward, which aptly describes the scope of accomplishments. With worldwide record sales in the millioand d ozens of p latinum and g old a lbums to his c red it, Tony received 15 Grammy Awards including the prestigious GramLifetime Achievement Award.He became a Kennedy CeHonoree in 2005, and was named an NEA Jazz MasteJanuary of 2006 and wa s also na med the recipient of Billbomagazines elite Century Award, in honor of his outstandcontributions to m usic.

As the worlds most boyish octogenarian, a vital musical aa t the pea k of his pow ers, Tony Bennett is living p roo f tha tstea l a line from Sinatra, fairy ta les can c om e t rue if yoyoung at hea rt.

www.tonybennett.com

BLAKESHELTON: COUNTRY

With seventeen singles on the country charts, including num ber one hits, Blake Shelton is truly a c ountry sta r. His reccha rt top ping hit, Hillbilly Bone, a duet w ith Trac e Adkins isixtee nth co nsec utive top hit on the Hot Country Cha rts. Caw ard w inner and c onsumma te to uring artist, Shelton ma db ig splash with "Austin," his first h it single, a c leverly rende

love ballad built as much on lyric contrivance as inspiratCome see Blake perform songs from his upcoming albumAb out Tonight as he brings the passion and conviction thatsongs deserve. Shelton infuses his ow n brand of tonguecheek humor to his sound. On all these songs and others, twe nty-som ething neo -honk-tonker is be ing ha iled as just kind of musical vision and hard-country instincts that arewo efully lac king in the c urrent c rop of Nashville hipsters.

www.blakeshelton.com

JERRODNIEMANN: COUNTRYWith the c urrent numb er one c ountry album and single on Billboard Country charts, Jerrod Niemann is not a typcountry artist, and the audacious, groundbreaking JuJerrod & The Hung Jury is a far cry from a typical coua lbum. The lead single, Love r, Love r, is a groove-orienthandc lap -fueled Top 10 sma sh that fea tures nine voc a l paall rec orded by Niemann himself. Though onc e a soug ht asongwriter, Niemann is now a rising star in the country muwo rld, blazing a t ra il tha t has him truly rec og nized as one of b rightest in the ge nre.

www.jerrodniemannofficial.com

2010AMFARTISTROSTERSEPTEMBER 1-5, 2010 DAYTONA BEACH, BEACHSIDE DIST

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BUDDYGUY: BLUES

Any discussion of Buddy Guy, legendary blues icon, invariainvolves a recitation of his colossal musical resume and hearned accolades. He's a Rock and Roll Hall of Fame inductec hief guitar influenc e to e veryone from Eric Clap ton to Jimi Henand a living link to Chica go s halc yon d ays of elec tric b lues. Buhas received five Grammy Awards, 23 W.C. Handy Blues Awa(the m ost any a rtist has received ), the Billboa rd Ma ga zine CenAward for distinguished artistic achievement, and the PresidenNationa l Meda l of Arts.

Budd y Guy says he's excited ab out the new ground broken onnew album Skin Deep, and about continuing to find nc hallenge s to set for himself. "If you g et to o o ld to learn, you mas well go o ut of th is wo rld ba c kwards," he says.

www.buddyguy.net

TAJ MAHAL& THEPHANTOMBLUESBAND: BLUES

Two -time Gramm y winner, com poser, mu lti-instrumenta list andvoc alist Taj Ma ha l is one of the mo st p rom inent and influentialfigures in la te 20th c ent ury blues and roots music. Though hisc areer be ga n more than four de c ad es ag o with Ame rican b luehe ha s broa dened h is artistic sc op e over the yea rs to inc ludemusic rep resenting virtua lly eve ry co rner of the w orld west Afrthe Caribb ea n, La tin Americ a , Europe , the Hawa iian islands anso m uc h more. Wha t ties it a ll toge the r is his insa tiab le interest inmusical discovery. Over the years, his passion and curiosity haveled him a round the w orld, a nd the resulting globa l perspe c tive reflected in his music.

www.tajblues.com

HUEYLEWIS& THENEWS: ROCK& ROLL

Huey Lewis and the News is the iconic American rock & roll baTheir run of hit singles during t he 1980s and ea rly 1990s, boa stedimpressive 19 top-ten singles across the Billboard Hot 100, AContem po rary and Ma instream Roc k charts. Their greatest suc cwas with their number-one album, Sports, coupled with a seriehighly suc cessful MTV videos. Their worldw ide fa me e xpa ndwhe n the song "The Powe r of Love " was fea tured a s a key tracthe film Back to the Future, became a number-one hit, nominated for an Ac ad emy Awa rd. They bring their be ac h pto the ba nd shell for one incredible night.

www.hueylewis.com

ROCK& ROLLHALLOFFAME: PHILLIPBURKEExperience the fiery brightness and mystique of musical artistsc rea tively ca ptured on c anva s through this unique exhibit brouin for the American Music Festival. Featuring the art of legendartist Philip Burke, we invite you to test your artistic aptitudedete rmining whic h artists are dep icted . Loc a ted in the ECGa llery of the Oc ea n Ce nter it will be op en throughout the festThe e xhibit will be o n d ispla y for 12 we eks a fter the festiva l ends

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For the first time , all of the venue s in Daytona Bea chs MStreet Distric t, the hea rt of The Worlds Mo st Famo us Beawill simultaneously come to life with bustling activit

c onc erts and exhibits.

With something for everyone, this weekend will featurcollection of experiences and opportunities to enjoy multi-disc iplina ry event . These a re a few o f the highlightthe a c tivities planned througho ut the five-da y program.

The Arena & Auditorium Concert SeriesFor this weekend of concerts, we are inviting some of most important performers in American music history to us at the festival. Show s will ta ke plac e eac h night in eitthe intimate Peabody Auditorium where up to 2,500 peowill see legendary performers as well as the impress

Ocean Center Arena where up to 9,400 people will staggered by the spectacular performances of icoartists.

The Outdoor Stag es & Boa rdwa lkAs part of our mission to make music accessible and a pof our community fabric, 20 concerts will be presentedfree outd oor sta ge s. Strateg ic ally p lac ed a round distric t, pub lic pe rforma nce spa c es are b eing d esignedthe historic Daytona Bea c h Cloc k Tower and bo ardwa lkwell as a large plaza outside in front of the Ocean CenArena . These sta ge s will host everything from new a

emerging artists, regional artists and established nationtouring a c ts. In ad dition to these performe rs, a c all to loartists is in process. Via a judging and pre-selection procebands will be selected to participate in the event arep resent the loc al, reg ional and sta te-wide music sc ene

The c a ll to artists is running from Aug ust 6 Aug ust 13. Acan submit their materials via email info@culturefound .org for sub mission.

Roc k & Roll Hall o f Fam e + Museum on TourIn an effort to transport the Rock Halls mission of educatthe w orld ab out the history and signific anc e o f rock a ndmusic, the Museum has developed several exhibitions tare a va ilab le for touring. Such a n exhibition w ill makeway to Daytona Beach for the American Music FestiPriceless works by Philip Burke will be on exhibit at the nOc ea n Center ECHO Ga llery with c omplementing a mbsoundtrack. An incredible experience that will add a ndimension to the performances, this exhibit will beshowstopper.

2010AMFVENUEOVERVIEWSEPTEMBER 1-5, 2010 DAYTONA BEACH, BEACHSIDE DIST

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GETHERE:THECROSSROADSOFFLORIDADaytona Beach is at the crossroads of Florida where I-4and I-95 meet. Our Greatest Destination is a mere 31miles from Palm Coast, 52 miles from Orlando, 53 milesfrom St. Augustine, 89 miles from Jacksonville and 140miles from Tampa. The festiva l site is a t the easte rn mostpo int of Internationa l Spe ed wa y Blvd. and AtlanticAve nue in the Main Street Beac h Distric t.

STAYHERE:FESTIVALVACATIONOffic ial 2010 Festival hote ls are The Hilto n Dayto naBea c h Resort a nd The Plaza Resort a nd Spa , bo th

located within the Festival site.

There are p lenty o f fanta stic a c c omm od ations in thefestival area. Guests are encouraged to take the hassleout of booking their American Music Festival stay, getspecial room rates and stay in the heart of it all bybooking your trip through our partners at the DaytonaBeach Regional Chamber of Commerce bookingconnec tor. Shop for the b est rates, chec k out ea c hproperty and view a m ap of the area.

www.BookingDaytona.com

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THEHILTONOCEANFRONTRESORTThe Hilton is loc ated d irec tly on the "World's MoFamo us Bea c h" in the hea rt o f Oc ea n Walk Villag e, a $billion dollar seaside vacation, entertainment anme et ings d istric t in Dayto na Bea c h, Florida . The ho tfeatures 744 guest rooms including suites anbeachfront cabanas with most rooms overlooking thAtlantic Ocean and several options for dining in stylThe ho tel offers relaxation and com fort in spac iounew ly renova ted guestrooms. All feature Florida tropicdec or, with sc enic views of the At lant ic Oc ea n or sunseviews. Each guestroom features a variety of amenitieincluding in-room movies and high speed interne

acc ess. The rec reat ion is end less a t the Hilton DaytonBeach hotel; including complete fitness center anpools, expansive sun deck, whirlpools, D-DawgKidszone and The Spa at the Hilton fea turing full servicewith the latest treatments and products from PevonBota nic a. The resort is conne c ted to O c ea n WaShop pe s with ad d itional dining, entertainme nt anshopping and is directly across the street from DaytonLag oon Wate rpa rk and Arc ad e. Other a c tivities direc tbehind the Hilton Daytona Beach, FL hotel are children's playground, beach volleyball, the Bandshewith outdo or conc erts & festivals and an a rray o f be acactivities.

Reservation Information: (386) 254-8200Festival Room Rate: From $129

THEPLAZARESORT& SPAThe histo ric Plaza Resort & Spa ha s bee n e nte rtaininguests for over a century on the steps of the AtlantOc ea n. The renova ted and luxurious hote l is locateone bloc k from all the AMF ac tivities at the Band SheOcean Walk, Boardwalk and Ocean Center. Discovthe grand tradition of hospitality and service at th

spa rkling Dayto na Bea ch hotel. Stretch out in thelegant, spacious accommodations, and enjostunning views of the Atlantic Ocean. Experience trurelaxat ion at the full-service O c ea n Wate rs SpaTransform your sea side ge ta wa y into a luxurious journeat this first-class Daytona Beach Florida hotel, wherextraordinary com fort beg ins with a premier setting. ThPlaza Resort & Spa o ffers many exclusive gueammenities which include: unlimited daily valet & separking , in-room high speed internet access, in-roomsafe, and fitness center.

Reserva tion Info rma tion: (800) DAYTONA

Festival Room Rate: From $109

2010OFFICIAL HOTELSSEPTEMBER 1-5, 2010 DAYTONA BEACH, BEACHSIDE D

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DAYTONABEACH:THEGREATAMERICANDESTINATIONCome experience the music, rediscover the Great AmericanDestination, Daytona Beach. A year-round family-friendly resort area,set against balmy breezes and anchored by 23 miles of clean, hard-pa c ked, white sand know n as the World s Most Fam ous Bea c h.Located on the east coast of Central Florida, Daytona Beach isinternationally known for its racing roots, hosting some of the largestmotorsports events in the world including the Great American Race,

the Daytona 500.

Tourists and residents alike t reasure its chee ry brand of southernhospitality. Nea rly 500,000 residents in the Da ytona Bea c h me tro a reaand 8 million visitors enjoy moderate weather with an averagetemperature of 78 degrees, exceptional recreational activities athriving arts community and, of course, one of the most beautifulbeaches in Florida. While you may have come in the past for ourbeach, you will quickly discover a newly diverse destination. World-class facilities, accommodations, restaurants and dynamic eventssuch as the American Music Festival are the foundation of arena issanc e tha t Dayto na Bea c h is expe riencing.

The heart of the de stination can b e found in the Main StreetBeachside District, where icons such as the historic pier, coquinaclock tower and bandshell share the horizon with world-class hotelsand c onvention center. The newly expa nded O cea n Center, withover 205,000 square feet of space and just 400 feet from the ocean,will play host to ma ny festival ac tivities. Along the b ea c h is thepic turesque b oa rdwa lk with its ma gnific ent views, pa rks, eateries andarcade s as well as the c harming Zeno s Swe ets Fac tory. Ancho red bythe O cea n Walk Shop pes, this a rea is bustling w ith ac tivities, grea trestaurants and nightlife. New to the area is a family-friendlyamusement park with its ocean-front Ferris wheel and collection ofrides for kids of all ages.

We invite you to experience ourcommunity as we begin to transformourselves and our central district into acore entertainment zone. As plans beginto be finalized, it is our vision that thisarea be re-imagined as one of the mostexciting and dynamic entertainmentdestinations in the country.

The Am erican Music Festival is the first

manifestation of this new vision and willserve as our prototype in the design ofthis future district. Community leadersand residents are all working together tobreath a renewed energy and optimismthat is now tangible in this area of thecity. Come experience it for yourself andbe a p art of building the Great Ame ric anDestination.

See plans for the new e-zone at the C ityof Daytona Bea ch web site.

www.codb.us

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l:The Daytona Beach area is 23-m iles of pic turesque beac hesalong the Atlantic Coastline of Florida. Historically known for itsspectacular beaches and motor sports, the Daytona Beacharea is also endowed with great ECHO (Ecological, Cultural,Histo rica l, Outd oo rs) tourism end ea vors as we ll as numerous first-class cultural organizations, including the Museum of Arts &Sc ience s, the Southe ast Museum of Photo grap hy and theAtlantic Center for the Arts am ong othe rs.

In the past decade, DBIF became the flagship organizationrepresenting Volusia County a s a c ultural de stination. Here is aglimpse on how we imp ac t our loc al ec onomy with this event.

MISSION: Our Organization was established to enhance,promote a nd p reserve our cultural com munity b y:

Presenting and p rod uc ing artistic p rog ramm ing of thehighest quality

Emp owering the arts as a fo rc e in loc al ec ono micdevelopment

Serving a ud ienc es, volunteers and partners as acentralized informa tion source

Educ at ing d iverse aud ienc es through the a rts Build ing o rga nizat ional and venue partnerships

Estimated Attendance:30,000

Economic Impa ct : $13M 2010

Numbe r of volunteers: 250

Number of staff:7 Full Time

Governance :The Comm unity Cultural Found at ionBoa rd Go verned 501 (c) 3 not fo r profit orga nizat ion36 Boa rd Membe rs

Executive Committee:Cha irma n, Jeff Fea sel Halifax Hea lthFestival Cha ir, Lesa Franc e Kennedy Intl Spee dwa y Corp.Cha ir Elec t, Bob Co lema n FPLTreasurer, David Jones Lexingto n Family Office Servic esSec reta ry, Bernadet te WilliamsDevelop me nt Office r, David Slick, Sr. - Comma nd M ed ica lMember, Dick Jaffe - Jaffe CorporationMe mb er, Dr. Kent Sharples - Dayto na Sta te C ollegeMe mber, Dr. Thurman Gillespy, Jr.

Contact Information:

Co mm unity Cultural Found at ionPO Box 1310Daytona Beach, Florida 32114Tel: (386) 226-1927Fax: (386) 226-1928

OURIMPACT