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07fallPetters_master

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of CONTENTS

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MAKING A DIFFERENCE JOHN FREDERICKSEN Sun Country employees focus on customers; John Fredericksen focuses on the employee relations.

28 : :

EXECUTIVE PROFILE DAVID BAER David Baer – a lawyer who would rather be proactive than reactive and take a holistic approach to advising.

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INSIDE GLANCE PETTERS CAPITAL Petters Capital, as a nimble merchant bank yet sophisticated enough to handle the global financial activities of Petters Group Worldwide and its portfolio companies.

galleries 18 : :

JOHN T. PETTERS FOUNDATION 2007 Legacy Gala gives guests “A Night in Beijing”

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22 : :

ON THE COVER

CHARITABLE GIVING GALLERY From swinging a hammer to swinging a golf club

JUICE MEDIA WORLDWIDE : : Get to know your

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customers through Juice Media’s new JuiceMetrIQs CRM tool.

PEOPLE & PLACES The Minnetonka office goes to the dogs for a day

40 IN

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every

44

ISSUE

letter from tom

:: 6

letter from andrea

:: 8

around the companies

: : 24

connecting points

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departments 32 : : LEARNING CENTER Planning for the future through innovative programs

40 : : CORNERSTONES RELATIONSHIP MANAGEMENT Beyond book learning – summer interns invade

42 : : CORE VALUES INNOVATION Your fingerprint can open new worlds CARING Take a T.K.O. stretch by Dr. James Mellin

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where in the world is tom? petters matrix : XX 30XXwhere in the world is tom? : : : :45XXthethe petters matrix : : :46 realityreality bytesbytes

FALL

2006

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LETTER from TOM

various businesses. They also underscored the importance of execution in our pursuits – simply said we need to Execute for Excellence! Overall I am encouraged and optimistic about our future based upon our most important asset – you – the people make up the companies of Petters Group as well as all our friends and business associates. On another front, we just completed a very successful Legacy Gala for the John T. Petters Foundation. We will be able to double the number of scholarships we are able to offer as a result of the tremendous support we received. This was the best event in Minnesota thanks to our employees and volunteers. Lastly, we just purchased two more planes for Sun Country

Dear Friends, I hope you all had a great summer! This time of year seems to bring renewal to the mind, body and spirit. This is essential to bring balance to our lives

It’s the repetition of affirmations that leads to belief. And once that belief becomes a deep conviction, things begin to happen.

in an increasingly complex and demanding world.

MUHAMMAD ALI

It seems that there are more and more pressures in the business world as we move toward a global economy and uncertainty in the financial markets in the second half of 2007. This makes it extremely important that we set down goals and

and they are beautiful. Our very successful television and radio

execute against these goals. Execution is one of the key core

commercial campaigns are creating excitement all over the Twin

values of our company. Without superb execution we will not

Cities and the business community is responding. This summer

accomplish our mission to achieve outstanding results this year.

was a great one for Sun Country.

I saw many signs of progress throughout our companies this

I want to conclude by thanking all of you for your hard work,

summer. In particular I was impressed with the team of interns

your dedication and your commitment to execution. You inspire

we had on board for the past several months. Their presence

me, give me energy and I am proud to be your partner in

seemed to give us energy and ideas which add value to our

continuing to build this dynamic group of companies!

TOM PETTERS

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LETTER from ANDREA

HITTING THE NAIL

ON THE HEAD

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any years ago, while I was traveling overseas during college, I went to a seaside town in England, where our a wonderful tour guide told us how many of our English sayings originated. Stands on the docks were called nails, and when the fishermen came into port, they

would barter the price of their catch. When a price they liked was reached, they would hit the top (head) of the stand (nail) and call it a deal – hitting the nail on the head. I had not thought about that story in years until the recent move into our new building. While we were adjusting décor and hanging pictures, I was hesitant to pound a nail into the newly painted, perfectly smooth wall. Someone said to just hit the nail on the head and make it permanent. In our ever changing companies, how often do we get to say “make it permanent”? 70 years ago when Dr. Land, the founder of Polaroid, was working on his first project, did he wonder about its ability to succeed? For some, it is a scary concept to make a commitment, but, as many of the companies within the Petters Group portfolio are finding out, making a commitment to a project or product reaps great benefits. In this publication, you will learn about Sun Country Airlines’ marketing campaign, which has contributed to increased load capacity, Juice Media Worldwide’s launch of their Juice MetrIQs tool and you will learn how a retraining program at Polaroid is receiving national attention. These and many more stories we are sharing reflect examples of people and companies making a commitment to a deal and who have successfully hit the nail on the head.

ANDREA MILLER

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VOLUME 2 ISSUE 1 PUBLISHER Thomas J. Petters

EDITORIAL EDITOR Andrea Miller

andrea.miller@pettersgroup.com ASSISTANT EDITORS & WRITERS

Tiffany Nash, Katherine Harlander-Locke CONTRIBUTING WRITERS Theo Brasch, Tristan Galvan, Jenna Gebeke, Tom Gilgenbach, Stephanie Halvorson, Penny Locey, Dr. James Mellin, Liz Orenstein, Christine Ortenzio, Lorrie Parent, Bob Safford, Matthew Volkman

ART PRODUCTION MANAGER Yola Hartmann CREATIVE COORDINATOR Sarah Sucansky DESIGN/ART DIRECTION Dana Oelfke CONTRIBUTING DESIGNERS

Emily Bretzel, Dave Koehler CONTRIBUTING PHOTOGRAPHERS

Todd Buchanan, Leif Hillestad

CIRCULATION CIRCULATION DIRECTOR Corey McMahon CIRCULATION ASSISTANT Jessica French

ADVISORY BOARD Bill Dunlap, Patty Hamm, Mary Jeffries

Special thank-you to the staff of Metropolitan Media Group for all their assistance in producing the Petters Group magazine. —————————————————————————— HOW TO REACH US ADDRESS >

Petters Group Worldwide

4400 Baker Rd., Minnetonka, MN 55343 Provide feedback, story ideas and events to magazine@pettersgroup.com REPRINTS >

Contact Tiffany Nash at

tiffany.nash@pettersgroup.com —————————————————————————— © Copyright 2007 Petters Group Worldwide, LLC, all rights reserved. The opinions of the columnists are their own.

Petters Group is published by Metropolitan Media Group exclusively for Petters Group Worldwide.


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around the companies

UPFRONT

COMING TO A STORE NEAR YOU : :

Digital Signage the New Advertising Media

SNAP SHOT

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NEW POLAROID CEO MICHAEL LONDON

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n mid-August, Michael London joined Polaroid as their Chief Executive Officer. As a 35-year retail veteran, London is known for his expertise and focus on innovation, differentiation and execution with a customer focus. “We are looking forward to combining Michael’s industry expertise with Polaroid’s strong brand,” Tom Petters, Chairman of Petters Group and Polaroid said. “He brings his knowledge of the marketplace, product development, product sourcing and professional management expertise that will be invaluable to Polaroid.” London began his career with Lechmere Sales before serving at Best Buy from 1996-2006. In his tenure with Best Buy he served in a number of positions including EVP Merchandising, EVP Customer Centricity and EVP Global Sourcing. At Polaroid, London will focus on the strategy to grow the Polaroid brand globally and the expansion and profitability of Polaroid’s consumer electronics line which includes LCD television, portable DVD players, digital cameras, other related products which are achieving significant

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impacts in the CE marketplace. Polaroid’s LCDs currently rank number two on the NPAA/Twice ratings report. ”I am looking forward to working with Polaroid because they have such strong brand recognition, high purchase favorability and innovative technology,” London said. London feels it is critical to understand the needs of Polaroid’s customers and retail partners in order to operate effectively and efficiently and differentiate Polaroid in the marketplace and create an environment of entrepreneurship and innovation. “I believe the Polaroid management team and its employees in combination with Petters Group will accelerate the Polaroid growth strategy and perpetuate Polaroid’s long history of leadership in the market place,” London said. Described as an innovative leader, London feels you need to enable your teams to make decisions in order for them to grow and achieve results. “The insights he provides to the people he works with allows everyone to reach beyond their boundaries and accomplish their goals,” Petters said.

Recently, there have been many technological innovations that have transformed the advertising industry – one of these being digital signage. Developed over the last decade, this technology and has revolutionized the way advertisers deliver their messages to consumers. Not only does digital signage provide a multitude of possibilities for advertisers to reach their key demographic market, but also provides a larger advertising medium. BroadSign International, an investment of Petters Group Worldwide, is a leader in the digital signage industry, and provides the ‘next’ generation of software solutions for operating digital signage (captive audience) networks. BroadSign is not just any digital signage company. The product they offer reliably distributes and plays back media files fulfilling simple or complex insertion orders. Essentially, this means that their software allows advertisers not only to tailor ads to a specific market demographic, but they can also be programmed to automatically adapt those messages to the specific location, conditions, time, and needs of the venue in which the digital sign is placed. “We allow advertisers to get the right message to the right people at the right time,” explains Rick Engels, BroadSign CEO and President. When looking towards the future of the industry and company, BroadSign is confident in their ability to compete. “The digital signage market is very fragmented,” explains David Womeldorf, Executive Vice President of Marking and Products. “We believe that BroadSign has both the vision and technological support to not only survive, but come out as one of the top digital signage software companies.” For more information visit broadsign.com or email david.womeldorf@broadsign.com


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CONTRIBUTING WRITERS TO AROUND THE COMPANIES : : Theo Brasch, Tristan Galvan, Jenna Gebeke, Tom Gilgenbach, Katherine Harlander-Locke, Tiffany Nash, Liz Orenstein, Christine Ortenzio, Lorrie Parent, Bob Safford, Matthew Volkman.

BRIAN DUSHO EXPANDS BROADSIGN’S SALES & SUPPORT : :

SUNNY DAYS AT PETTERS CONSUMER BRANDS

AS BROADSIGN LOOKS to enter emerging markets, Brian Dusho, Executive Vice President of Sales and Support, launched the BroadPartner program in 2005, which works to deliver a total Content Management Software (CMS) solution. He created a global sales organization, which focused on developing a strong client base in North America, Europe, Asia, and Australia. “We are looking to expand into many new markets across the globe. Two of our current projects include providing the software to support digital signage networks for ‘Urban Panels’ in New York City subway stations and digital grocery stores in India,” said Dusho. With a B.A. degree in Finance from Kent State University, and an office is Boise, ID, Dusho spends most of his time traveling to develop new markets and increase sales to new customers. His responsibilities include worldwide sales, supervising solution specialists, and the support team. “I have never worked with a more dedicated and driven team. The level of expertise and professionalism is the best I have ever worked with,” said Dusho. “The unique thing about our industry is that there are so many new markets for BroadSign to expand in,” he added.

T

he Aaron Chang International (ACI) team presented its new spring 2008 Aaron Chang swimwear line at the Miami Swim Show in July. The show was a hit thanks to ACI’s new booth design, and ACI’s new eco-friendly swimwear designs which are immediately available at Urban Outfitters, Macy’s, and Victoria’s Secret. Customers have given positive reviews of ACI suits due to their cutting edge styles. But for many, their interest in the suits goes beyond fashion. In ACI’s spring ’08 swimwear collection, two lines are made out of recycled polyester, yarns made from materials such as recycled plastic bottles. “Our new eco-friendly line is popular because it reduces impact to the environment without sacrificing quality, especially with such an intimate piece of clothing,” Terri O’Shaughnessy, Petters Consumer Brands Product Manager said. “Our styles are fresh, and the fabrics, while made of recycled materials, are no different in feel or touch than materials found in ordinary beachwear.” Like the eco-friendly fabrics in the swimwear, all Aaron Chang t-shirts and cover-ups are made of organic cotton. In other news, compact microwaves will soon soar into Canada. One Sunbeam and one Oster countertop microwave will be shelved at Loblaws, a Canadian retail grocery chain. “Entry into the Canadian market has been a heavy focus for Petters Consumer Brands (PCB) in the last year,”

David McGee, PCB microwave Product Manager said. “We are excited about the opportunity to expand our relationship with Loblaws and Canadian retailers as a whole.” The two initial microwaves will hit Loblaws stores in October. Meanwhile, the team behind the Element Electronics™ product line is also preparing for an exciting season. PCB continues to expand its relationship with Circuit City, bringing in new product categories and a broader depth of products into stores across the country under the Element Electronics brand. This fall, Circuit City will sell six LCD televisions ranging in screen size from 15” to 37”, along with two plasmas. In addition to televisions, a variety of smaller electronic products including portable DVD players, outdoor speakers, five-disc CD changer, MP3 accessories, and digital picture frames will also sport the Element Electronics logo. “With the expanding variety of products together with the success of the existing SKUs, we anticipate significant growth in the second half of 2007 and 2008,” Michael Hines, PCB Product Director for the Element Electronics brand said. For more information visit aaronchang.com or email terri.oshaughnessy@pettersgroup.com; elementelectronics.com or email michael.hines@pettersgroup.com; sunbeammajorapplicances.com or email david.mcgee@pettersgroup.com

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OIL CHANGES FOR 747S

STARS SEEK OUT NEW POLAROID PHOTOKEEPER

Aviation Sales and Service Center to Open

C

elebrities flocked to New York City, to check out the Polaroid 7 megapixel digital camera and media backup device during “Upfront Week” in May. Upfront Week is where television networks announce their upcoming fall schedules and new programming. Lucky Magazine hosted the Lucky Club Party, where Polaroid and other companies introduced celebrities to premium products. Amanda Bynes, Kenan Thompson, the cast of Grey’s Anatomy, and others, were introduced to the benefits of using the digital camera with the media backup device – they never having to worry about losing pictures anymore. The stars took an immediate liking to their new gadgets and were seen showing them off. “Gifting to celebrities brings brand recognition to the company and helps promote new products like the media backup device, being launched under the brand PhotoKeeper™,” Lorrie Parent, Polaroid Senior Marketing Account Executive said. Through the PR

‘Lost’ cast member Josh Holloway posing with his new Polaroid camera.

efforts of Fingerprint Communications photos of celebrities and their Polaroid products were featured in several magazines, giving Polaroid additional press worth thousands of dollars. In addition, the press validated Polaroid’s presence at Upfront Week, as sales of the media backup device were much higher than expected in the following weeks..

PHILIPPE KALMBACH JOINS POLAROID IN EUROPE :: As Polaroid re-establishes itself in international markets, Philippe Kalmbach, the new Senior Vice President General Manager of EMEA (Europe, Middle East, Africa), was hired in June to lead the way in creating important connections for Polaroid products. “It has been exciting to work through the challenges of this new position,” said Kalmbach. “I am working to build bridges between our brand and our consumers.” Polaroid has already succeeded in increasing sales at several big box retailers in the U.K., and is working towards strengthening these relationships further. “The trick is making the right contacts, following up and upholding agreements – something Polaroid has a strong reputation in doing,” said Kalmbach. Based out of the Luton office, Kalmbach has been busy familiarizing himself with the Polaroid brand and Petters Group culture. “I enjoy the exciting, fast paced

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and challenging environment,” Kalmbach said. Prior to joining Polaroid, he worked for Eastman Kodak as Head of Digital Business & Marketing Centre – Consumer Digital Group EAMER. Kalmbach has also worked with Lexmark and Solomon Citigroup. His wide range of knowledge and experience in international markets will be helpful in achieving success and Polaroid’s strategic goals.

The Metropolitan Airport Commission (MAC) has approved the terms of a lease to Petters Aviation, and Sun Country Airline for the former Mesaba Airlines hanger located at the Minneapolis/St. Paul International Airfield. Petters Aviation, a division of Petters Group Worldwide, has multiple uses planned for the facility including utilizing it as the headquarters the North American Sales and Service Center for Airbus corporate jets. In May, Petters Aviation was named by Airbus as its exclusive sales center in the United States. They will also sell and service other corporate jets, and base the Petters Group Charter Service from this location. “We are looking to offer the private airline community options not currently available in the Minneapolis/St. Paul, MN area. This will make travel in and out of Minnesota much easier,” Jay Salmen, President of Petters Aviation said. These operations will only utilize part of the facility. Sun Country Airlines will use the balance of the space for their emergency response center, pilot and inflight training and storage. The hanger is located next to the current Sun Country hanger. The anticipated possession date is early September with operations commencing in October. For more information email susan.geitzenauer@petters group.com.


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PRODUCT SPOTLIGHT

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Polaroid Licenses Digital Media Software NEARLY EVERYBODY HAS A FAVORITE MEMORY that has been captured on film, video or digital photo. This fall, Polaroid will make it incredibly easier to share those memories with My Memories Suite™, a software program created in collaboration with StoryRock™. The innovative software lets you create everything from professionally printed photo albums to interactive digital media albums complete with video and audio clips. “Our partnership with StoryRock Inc. is ideal because the software is fun, easy-to-use and gives our customer an innovative way to share their digital photos and videos,” Lorrie Parent, Senior Marketing Account Executive with Polaroid said. “It’s an excellent tie-in with a host of other Polaroid products our customers use to capture and share their digital memories; digital cameras, digital photo

frames, LCD TVs, etc.” My Memories Suite will make its Polaroid debut on a 30 minute infomercial this fall. With a click of a mouse, My Memories Suite is an easy-to-use tool that allows you to create a project in minutes, than export that story to a variety of print and multimedia options. Export options include a printed photo book, DVD video, CD picture disc, customized cards available via the Internet, and other products that make it incredibly easy to share memories with family and friends. “For Polaroid, this software is all about sharing memories that were captured using other Polaroid products such as a digital or film camera or video camera,” Parent said. Other My Memories Suite features include dozens of pre-designed professional templates and a FastFoto option that automatical-

ly inserts a folder full of photos into a designer template or one you create. Easy-to-use tools let you crop photos, eliminate red-eye, make contrast adjustments, and bring “stills” to life with video, narration, and music. Best of all, the Mac and PC compatible program is so easy to use, you can drag a photo to your project from anywhere on your computer. Watch for My Memories Suite this fall and get ready to share your own photos.

OPEN: A Fitting Showroom for Polaroid A TOUR OF POLAROID’S PLUSH NEW SPACE at 4400 Baker Road wouldn’t be complete without a visit to its new 900+ square foot showroom. Located near the elevator bank on the second floor, the area includes 13 LCD TVs of varying sizes, and each connected to an adjacent room devoted entirely to cables and media sources. A variety of Polaroid consumer electronics such as digital cameras, photo frames, portable DVD players and other consumer electronics also adorn the walls. Perhaps, the best use of the showroom area is for giving demos of one of Polaroid’s newest products – the Digital Entertainment Center (DEC). The DEC is a compact-sized set-top box that let’s you record and view all of your favorite TV shows, movies, digital photos and so much more. “The DEC syncs with your MP3 player, your camcorder, your digital picture frame, personal media player, and plays back on any LCD TV,” Jon Pollock, VP of New Technology at Polaroid said. “The DEC is a central figure in creating a Wi-Fi-based community of Polaroid consumer electronics devices and the Digital Living area makes it incredibly easy to show customers its full potential.” The DEC is set to launch next spring.

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DIGITALLYENHANCED DVDS BRING OLD MEMORIES TO LIFE : :

The sitting area in the Polaroid Beach House features several Polaroid LCD’s

POLAROID CAPTURES A

PICTURE PERFECT SUMMER AT THE POLAROID BEACH HOUSE : :

M

alibu Beach has long been a favorite destina-

The courtyard entrance to the property greeted guests

tion for Hollywood trend-setters. This year’s

with five 40” HD LCD TVs displaying specially prepared

added attraction was the Polaroid Beach

content for each event, the living room offers not only a

House location, on a prime setting known as Billionaire’s

great view of the surf, but of several 46” Full HD TVs, and

Beach. The estate, outfitted with the latest Polaroid electron-

all the fun is captured on the newest Polaroid digital cam-

ics, was the site of private parties and exclusive events attract-

eras like the t730 and the m737t.

ing big name celebrities and VIPs throughout the summer.

Celebrities like James Woods, Macy Gray, Matthew

The Polaroid Beach House treated celebrities to elegance

McConaughey, Luke and Owen Wilson, and other A-list

and luxury with overnight hotel-like accommodations,

stars made the Polaroid Beach House a favorite hot spot this

complete with high-end amenities such as Polaroid Full

summer. And, the press was not too far behind. Press cov-

High-Definition LCD TVs, digital photo frames, portable

erage for the Polaroid Beach House project was featured on

DVD players, and digital cameras. In addition to enjoying

“Entertainment”, “The Tonight Show”, “Fox News” and

the sun and the surf, celebrities had the opportunity to

“Extra.” In addition, People, Star, US Weekly, OK, and

experience Polaroid products much in the same way they

InStyle, regularly featured the events at the house, as well as

would in their own homes.

the latest products featured.

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Always striving to provide a more enjoyable viewing experience for customers, YesVideo has taken their movie film to DVD technology to the next level. When customers submit their old movie reels for transfer, they now receive digitallyenhanced DVDs, with footage that is more clear and vibrant than the originals. The new processing technology not only intensifies color and contrast that has deteriorated over time, but also significantly reduces the appearance of spots and marks on the film surfaces. Initial feedback from customers is extremely positive. Customers report that they are amazed at the sharpness and clarity of 30 and 40year-old footage. YesVideo’s digitally-enhanced DVDs are available from 8 mm, Super 8 and 16 mm movie film reels, 35 mm slides and photo prints. Visit yesvideo.com to order directly or to find a retailer near you.


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NEW TECHNOLOGY

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Solid Success in Digital Photo Frame Market POLAROID ENTERED THE DIGITAL PHOTO FRAME MARKET with the same fun, easy-to-use, solution-based products that have been successful in so many other consumer electronics categories. In fact, Polaroid is excelling with several choices in stores throughout the US and Europe including a 7” Digital Photo Frame packaged in its own gift box, with ribbon and all. The uniquely boxed frame was featured on an end cap at Target stores for a key Mother’s Day selling season and regarded as a huge success. This fall, Polaroid plans to stand out even more from the crowd by offering a 7” Digital Photo Frame that includes a built-in wireless weather station. The dual-purpose unit includes features found in many of Polaroid’s frames: 16:9 aspect ratio, JPEG image support, the ability to read a host of memory cards, and viewing modes that let you watch everything from a single picture to a slide show. In addition, the unit includes 32MBs of built-in storage to hold several digital photo albums, USB 1.1/2.0 ports to connect your camera directly to the frame, and a remote control for convenience. But what really makes this photo frame unique is its ability to give you the latest weather conditions. The built-in wireless weather station uses a battery-operated outdoor weather sensor to display weather conditions including outdoor temperatures while an indoor sensor gives you inside temperatures. So while you’re watching a slide show of your sunny Florida vacation, you’ll be able to keep track of your local weather. The Digital Photo Frame with Wireless Weather Station makes its debut this September at Target stores nationwide.

FINGERHUT CUSTOMER SATISFACTION TOPS IN RETAIL :: FINGERHUT TAKES ITS CUSTOMER SATISFACTION VERY SERIOUSLY. Each month, Fingerhut expends significant resources in order to communicate with its customers to find out how they’re doing. Over two hundred phone interviews are conducted by customer service representatives located in Minnesota, from a random sample of the customer population. The great news is that Fingerhut customers love Fingerhut! One measure, the Net Promoter Score, is a commonly regarded measure of customer loyalty. Based on a tenpoint scale, customers are classified as either a promoter, a passive or a detractor, and only those with a score of 9 or 10 are classified as promoters. The industry believes that promoters are critical in generating word of mouth support for a brand—a critical component of success. Most successful retailers have scores in the 60% range, but Fingerhut

enjoys levels significantly higher, and in 2007, scores have ranged from 75 to 80%. The news only gets better - scores continues to increase, and in the last year, this score has risen by over ten percentage points. In a second measure of overall customer satisfaction in which most major multi-channel and online retailers participate, Fingerhut has an industryleading score. Fingerhut Direct Marketing’s score tops such highlyrespected retailers as Kohl’s, Target, Costco and even online giants Amazon and eBay. It’s clear that Fingerhut’s almost single-minded focus on its customer is paying off. Its high-quality, brand name merchandise, flexible credit program, 24/7 convenience and feature-rich, easyto-use website, are all working together to bring Fingerhut customers back time and again. Visit Fingerhut.com to learn about their products.

Polaroid LCDs line the walls of the chic Chambers’.

POLAROID IS MAKING WAVES IN HOTELS AND COMMERCIAL VENUES ::

P

olaroid is already bringing stunning high definition (HD) clarity to private homes through LCD TVs, and is now doing the same for hotel guestrooms, restaurants, and other commercial settings. Polaroid Hospitality and Commercial, LLC offer a comprehensive line of high definition LCD TVs and digital signage, to meet the specific needs of the commercial and entertainment businesses. Ranging from 15 to 46 inches, Polaroid commercial LCDs are built with lightweight panels and detachable TV stands that are easy for wallmounting in suites, hotel rooms, and bathrooms. Each LCD TV has passed compatibility standards of some of the world’s largest in-room entertainment providers, includes HD programming, and the ability to be used as an HD computer monitor. Featuring slim designs, Video On Demand (VOD) support, and optional integrated DVD players, the commercial LCDs are versatile to fit any commercial setting. To showcase the exceptional line of Polaroid LCDs, the hospitality team attends many major tradeshows throughout the year. In November, Polaroid will have a booth at the 92nd annual International Hotel/Motel & Restaurant Show® in New York City. This tradeshow presents the opportunity to show some of the world’s largest hotel and restaurant chains, the products that Polaroid has to offer. For a sneak preview of the line, visit Chambers, the Luxury Arts Hotel in downtown Minneapolis. Polaroid LCD TVs line the walls of the ultra-modern lobby and restrooms. Or, check out all of our commercial products on the new Polaroid Hospitality and Commercial website at www.polaroid.com/hospitality or email honigk@polaroid.com FA L L 2 0 0 7


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SMILES NOT SCOWLS Sun Country Launches Marketing Campaign KATHERINE HARLANDER-LOCKE

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ore leg room, a frequent flyer program that actually rewards, cheeseburgers, leather seats, luggage on arrival, scheduled service to over 30 cities, and great customer service – who wouldn’t want to fly Sun Country Airlines? Sun Country launched a comprehensive marketing campaign beginning in May aimed at building awareness for the airline and ultimately increasing sales, especially with business travelers. The campaign is multi-phased; the first phase of the campaign focused on why Sun Country is the best choice for travelers. Using comparisons such as Sun Country’s “smiles” with another local airline’s “scowls”, the advertising uses humor to highlight Sun Country’s superior product offering. The second phase of the campaign introduce the market to UFly, Sun Country’s frequent flyer program that is unique because it is simple (100 points = 1 free RT ticket) and has no blackouts, no restrictions. As the tag line reads, “Any seat. Any day. Any time.” One week after the launch, over 70,000 customers had signed up for the rewards program. The television spots, which have received rave reviews, have been the cornerstone of the campaign. In one, a Sun Country flight attendant asks passengers whether or not they want a cheeseburger…or nothing…and asks them to put their heads down on the trays for a secret vote. Other mediums include radio, billboards, bus and lightrail wraps, newspaper and magazine ads and a strong grassroots campaign, featuring an orange and blue wrapped RV. The ambitious guerilla marketing program is aimed at building awareness for the airline within the community. Besides the decked-out 30 foot RV, the public can obtain free t-shirts, campaign buttons and stickers, yard signs, bumper stickers and luggage tags. The RV has attracted a lot of attention, and many people stop and ask for schedules. Pete Heunisch, Marketing Project Specialist for Sun Country, manages the group of interns and employees that work at the many events the RV visits. “It is a great opportunity for the airline to have one-on-one contact with the public. We are developing a personal relationship with travelers in this marketing and one thing is apparent – people love Sun Country,” he said. “We really wanted to let people know that they do have a choice when picking an airline to fly,” said Liz Schuster, Sun Country Marketing and Promotions Coordinator. “Our airline has so many great aspects that we really wanted to highlight them and be able to talk with people face-to-face.” Some of the more popular events this summer have included Joe Schmit’s Golf Tournament, Grand Old Days in St. Paul, the Stone Arch Art Festival, Taste of Minnesota, Basilica Block Party, Aquatennial Block Party and Irish Fest. “An important goal that we had for the summer and this campaign was to be visible within the community,” said Heidi Bausch, Sun Country Marketing

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One of the light rail trains in Minneapolis, MN is displaying the Sun Country messaging.

A scene from one of Sun Country’s new commercials

Assistant. “We’ve had a great time attending the events, and the interns have also enjoyed being involved.” The airline has also benefited, with an exponential increase in sales this summer. “Since launching the campaign, we have definitely seen the impact, not only in sales but in load factors,” said Wendy Williams Blackshaw, Sun Country Vice President of Marketing. “We anticipate the UFly Rewards will continue this upward trend.” Sun Country has also earned the honor, for the second year in a row, of being named to the “World’s Best List” of Top 10 Domestic Airlines in Travel + Leisure magazine. “This award is a tribute to our employees and their collective commitment to serving our passengers,” said Jay Salmen, CEO of Sun Country. In addition to the marketing campaign, launch of UFly program, and receiving the Travel + Leisure award, Sun Country has acquired two new planes from Boeing. Sun Country will expand their flight schedules to New York, SanFrancisco, Los Angeles, Washington D.C. and added West Palm Beach, FL and Tucson, AZ to their flight schedule. “By expanding our fleet, we will be able to provide better service to our customers through increased flight options,” said Salmen. For more information visit suncountry.com or email wendy.blackshaw@suncountry.com


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THE PSYCHOLOGY OF ORANGE AND BLUE :: BY STEPHANIE HALVORSON

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hink that orange and blue were chosen as Sun Country’s colors by mistake? Think again. Here is a little scientific proof that we’re doing things right… ORANGE Orange is considered an energetic color. It brings to mind feelings of excitement, enthusiasm, and warmth. Orange is also often used to draw attention. In Chromotherapy (otherwise known as color therapy), orange is used to heal the body and increase energy levels. WHAT DOES ORANGE SAY ABOUT US? We are… Fun loving Talkative Energetic Trendy BLUE Blue is a soothing color that brings to mind feelings of calmness or serenity. It is often described as peaceful, tranquil, secure and orderly. Blue is also considered the color of loyalty. In Chromotherapy, blue is believed to soothe and treat pain. WHAT DOES BLUE SAY ABOUT US? We are… Credible Confident Loyal Dependable It is safe to say that orange and blue fit us perfectly here at Sun Country. We’re energetic and fun-loving. But more importantly, we’re loyal, dependable, and we heal the wounds and soothe the pain of the frustrated traveler who has ever flown with anyone else. Clearly, Orange + Blue + Sun Country = the perfect prescription for a great travel experience.

CLOCKWISE FROM TOP: Petters Group, located on the 3rd floor has a central reception area. • The new building features several pieces from the Polaroid Art Collection in its hallways and conference rooms. • Polaroid images and product are displayed on the 2nd floor reception area.

VALUES MESSAGE :: Execution John Jordan

FOR MOST EMPLOYEES in the Minnetonka, MN offices, the move to the new building involved packing some boxes, moving them and than trying to find where the new conference rooms were located. For John Jordan, Vice President of Facilities for Petters Group, the renovation of the south building started 18 months ago when Petters Group entered into a joint venture with Welsh Companies to develop the entire campus, which will include two additional buildings. By taking input on everything from use of space to the color of wallpaper, from the construction company, designers, the executive team, staff and the various companies occupying the 89,651 sq. ft., Jordan led various teams to complete stage one of the renovations in just four months. Staff moved into the building in early June, and stage two of the cafeteria remodel was finalized in August. The front entry and parking lot are projected to be complete in October. While finishing the new building, work to clean out the 120,000 sq. ft. old building was also underway. Jordan said it needed to be broom cleaned before its demolition in late July. When it comes to executing a plan with multiple directors in multiple stages, Jordan demonstrated his strong leadership skills.

DAVID WOMELDORF JOINS BROADSIGN

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IN DEVELOPING AND LAUNCHING A NEW STRATEGIC PLAN to guide future growth, BroadSign recently added David Womeldorf to their leadership team as Executive Vice President of Marketing. “Our new business plan focuses on public relations and brand awareness, both which will be instrumental in the future growth of the company,” Womeldorf said. “I build bridges between the techies and business strategists,” he added. Working out of the Minnetonka office, Womeldorf has enjoyed the exciting, entrepreneurial and fast-paced environment, since joining the company in May. Womeldorf brings with him more than 17 years of business technology experience from Cargill Ventures, Wells Fargo, Thomson Corp, IMI plc - a FTSE 250 public company on the London Stock Exchange, and was a co-founder of a web consultancy company. FA L L 2 0 0 7


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around the companies

LIVEBYCAMPUS Campus Housing Companies Merge

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s most property owners and renters know, the most important aspect of student housing is location, location, location. With the merge of Campus1Housing.com, a portfolio company of Petters Group Worldwide, and LiveByCampus.com, students around the country will have more properties to choose from and an easy one-stop-shop for off-campus housing. “With the knowledge and expertise of both management teams coupled with the resources of Petters Group, we will be able to be a more comprehensive student housing resource while more effectively servicing property managers,” said Eric C. Wu, CEO of LiveByCampus.com and recently named one of BusinessWeek’s top 25 entrepreneurs under 25. As leaders in the off-campus housing market, both companies shared similar expansion plans, and the merger seemed to be the logical next-step for each. Both companies bring different strengths and resources to the newly-formed partnership; Campus1Housing.com’s applicable pricing model and strong operating model will naturally complement LiveByCampus.com’s strong brand name and innovative technology.

The members of the new LiveByCampus organizat ion, Joe Condit, Eric Wu and Jak e Burns

“This merger is a perfect fit for us. The LiveByCampus technology and web development expertise will greatly enhance our current services for students and property managers alike,” Jake Burns, Founder/CEO of Campus1Housing.com said. Also, as part of the merge, both companies will fall under the name of LiveByCampus.com, and will continue to invite students to participate in the internship program. As part of the program, students used a variety of different marketing tactics to help increase web site traffic and brand awareness. LiveByCampus.com was founded in 2006 to help students find off-campus housing in the Southwest U.S. Through an online platform,

YESVIDEO DIGITIZES USC ATHLETIC VIDEO LIBRARY : :

High-quality processing protects and organizes generations of Trojan sports footage

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LiveByCampus provides a housing resource that enables students to search for rentals near college campuses, view detailed property information, and see apartment ratings and comments from fellow students. Campus1Housing.com was founded in 2005 on the concept that high-demand rental property around campus could be distributed to students through an auction platform. Focused on having a strong local presence in the Midwest, Campus1Housing has provided property managers with on-site student support, while continuing to provide students and parents with a comprehensive housing resource. For more information visit livebycampus.com or email jake.burns@livebycampus.com

THE UNIVERSITY OF SOUTHERN CALIFORNIA (USC) recently selected YesVideo to transfer their entire athletic video library to archive-quality gold DVDs and hard drives. Prior to working with YesVideo, the USC game video library was stored on thousands of professional format videotapes and over 1.5 million feet of movie film. USC’s athletic video collection includes football, basketball, track & field, volleyball, and other sports programs and interviews dating back to the 1930s. YesVideo has applied their automated technology to include titles with the game files, and scan the content for natural chapter breaks. The chapter breaks are used for creating visual menus on the DVDs, allowing efficient searching within the games. “We are excited to bring our video and film libraries of athletic events into the digital age,” Tim Tessalone, USC Sports Information Director said. “By converting these assets to a standard digital format, these priceless moments are being preserved for generations and organized for easier accessibility.” YesVideo, which has a SpringWorks investment, has also performed this video archive service for the game tape library of the Detroit Pistons and other athletic teams, schools and training video businesses. For more information visit yesvideo.com


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PRODUCT SPOTLIGHT

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Making a Statement with Polaroid Digital Camera Trim Kits POLAROID HAS LONG BEEN an American icon. Today, a few of its digital cameras are on their way to becoming highly sought after fashion accessories. The 5 and 6 megapixel cameras, available in a number of retail stores, include interchangeable trim kits. The trim kits, made of a flexible, but durable plastic, easily snap on and off the camera. They come in complementary colors and designs giving the camera a customized look that fits your outfit or personality. The i531 is available in three colors: white, silver and black, and include the trim kits, with colors ranging from white and purple to light blue and black, with contrasting geometric shapes.

Some trim kits even let others know you’re making more than just a fashion statement – you’re doing your part to fight breast cancer. The i631 is a pink camera that comes with three trim kits, a pink, pink and green stripe, and a white and pink striped trim kit that features the Breast Cancer Research Foundation’s pink ribbon to spread awareness of the fight against breast cancer. The i631 launches this fall in time to coincide with Breast Cancer Awareness month in October. Polaroid and Tom Petters each pledged $75,000 dollars to the Breast Cancer Research Foundation as part of Polaroid’s commitment to this great orgazination.

POLAROID TURNS 70 :: SEPTEMBER WILL MARK ANOTHER MILESTONE in Polaroid’s and diverse history. The Polaroid Corporation will celebrate its 70th anniversary after its original inception on September 13th, 1937. Many changes have occurred since Edwin Land obtained his first patent for a synthetic sheet polarizer, which made it practical to use a polarized sheet in various products, including headlights photographic filters, and sunglasses. Fast forward 70 years, and the company still carries on its innovative spirit. The 70th anniversary will mark the first collaborative celebration of the company’s birthday since the 50th anniversary bash at Boston College’s Alumni Stadium in 1987. The 50th anniversary event featured celebrities like comedian Steve Allen, actress Mariette Hartley who starred in several Polaroid commercials and performances by the Pointer Sisters. The night celebrated not only Polaroid and Land’s innovative products and inventions, but Polaroid’s forward-thinking approach to its business practices. In the past 20 years, Polaroid has seen many changes in its business, moving from

an instant photography company to a digital electronics company. This evolution has been a natural progression for Polaroid, as it has been in the homes of families for more than 50 years. In order to make this progression, Polaroid has adapted to offer new product including digital cameras, portable DVD players, and high definition LCD TVs. While Polaroid products have changed, one thing has remained constant: the strive for innovation. Innovation has always been an important element in Polaroid’s success and will continue as Polaroid begins the launch of its latest products. Polaroid’s new technologies will look to change the way people interact with technology in their homes, and share memories with loved ones. While Polaroid’s business has seen many changes throughout its storied existence, it continues to share the celebration of its history, with the people that have worked so hard to make it successful: its employees and their families.

David Baer, Chief Legal Officer Petters Group, Mr. Yasushi Akashi, Former Deputy Secretary General of the United Nations, Tom Petters, CEO and Chairman Petters Group, Mr. Koji Takebe, President, Petters International Japan and Theo Brasch, Business Development Director Petters Group.

DELEGATION VISITS JAPAN : : A DELEGATION FROM PETTERS GROUP WORLDWIDE visited Japan in July to promote Petters Group owned subsidiaries and discuss international business initiatives. The timing of the trip was vital to seeking business opportunities in Japan as the new government, led by Prime Minister Shinzo Abe, recently passed “triangle merger” legislation which makes it easier for U.S. companies to make investments into, or to purchase Japanese corporations. Tom Petters was asked by Forbes Japan to conduct an in-depth interview regarding the growth of Petters Group, and how certain acquisitions have affected the company over the years. These included Fingerhut, Sun Country, Polaroid and uBid. The article will run in the October issue Forbes Japan. The delegation was invited to a private meeting at the Tokyo Club with Mr. Yasushi Akashi, Special Envoy of the Government of Japan and former Under-Secretary-General of the United Nations. Mr. Akashi was gracious enough to provide an economic and political briefing of the Japanese landscape, citing hurdles and discussing potential courses of action that will keep Japan competitive with emerging Asian markets. The agenda also included meetings with several global financial and investment banks, as well as discussion with current component and technology suppliers. During the short trip, the group also spent time with Mr. Yuta Ito, President of Polaroid’s Japan office, and Mr. Koji Takebe, President of Petters International Japan, discussing brand awareness in Japan and the commitment Petters Group has made to achieving success at home and abroad. For more information email theo.brasch@pettersgroup.com

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john t. petters foundation

Legacy Gala Celebrates “A Night in Beijing” John T. Petters Foundation Raises Over 2.2 Million

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s soon as guests walked through the Forbidden City entrance at the John T. Petters Foundation 2007 Legacy Gala, they felt as if they were truly in Beijing, China amongst the beautiful décor, music and food. On August 11th, the Hilton Hotel in Minneapolis, MN hosted the sold out event for over 800 guests celebrating John Petters’ legacy at the 2nd annual Legacy Gala. More than $2.2 million was raised from the 2007 John T. Petters Foundation Legacy Gala! Proceeds include support from sponsorships, silent and live auctions, the Tiffany & Co. Blue Box Extravaganza and a generous match from Tom Petters. A roaming Chinese dragon led guests into the ballroom for an evening of entertainment, including the Great China Circus, a Foundation video, speeches and cumulated with headliner Bill Cosby. A video featuring scholarship recipients and messages shared from the Gala’s Honorary Chariman, Dean Vlahos, Tom Petters, Jennifer Petters and Jamie Hagan, gave guests a wonderful insight into who John Petters was and what the fulfillment of his vision is meaning to others. Plans are already underway for the 2008 Legacy Gala so look for more information in the coming months.

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6 [1] A sea of gold and red transformed the ballroom into an elegant palace. [2] John T. Petters Foundation staff, Dick Gross, Mollie O’Brien and Dawn Fish, Executive Director [3] Headliner, Bill Cosby, shared his insights into life [4] Dean Vlahos, Jamie Hagan, Bill Cosby, Tom Petters, Jennifer Petters, Nigel Malloch and Michelle Vlohos [5] Event guests Deanne Ledee, Kevin Ledee and Camille Chee-Awai [6] Dove Carter of Petters Group (center) welcomed Bill Cosby and Smokey Robinson [7] Bill Dunlap of Petters Group visited with John and Karleen Hagan, John Petters’ grandparents [8] Tracy Mixon, Tom Petters, Bill Cosby, Jennifer Petters and Nigel Malloch [9] Tom Petters (2nd left) welcomed guests Bud Swanson, Mary Jeffries, President/COO of Petters Group, Heidi Libera, John Jeffries and Rachel Jeffries.

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john t. petters foundation

Setting the Course Foundation Looks At Future Plans DAWN FISH, EXECUTIVE DIRECTOR

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THANK YOU “A simple thank you does not seem enough to express how grateful I am to you, John Petter’s family and his Foundation for choosing me as a recipient for the scholarship in John’s honor. I am looking forward to studying abroad and know it will be the experience

he more students study abroad, the

of a lifetime. Your Foundation has made this possible for me and I will do everything in my

keener their ability to successfully

power to get the most out of this opportunity.”

work in our increasingly global market. After John T. Petters’ tragic death just three

—LEVI LOWELL, SAINT JOHN’S UNIVERSITY 2007 RECIPIENT

“Thank you so much for choosing me for the scholarship. This foundation is so great.

years ago, the Foundation was established

Many people tell college students to study abroad but with costs rising it becomes much

to further his passion for helping talented,

harder. With your help my dreams will come true.”

less fortunate students experience study

—ALEX HAMEL, ST. THOMAS 2007 RECIPIENT

abroad. His passion foretold a rapidly “Being selected as a recipient for the John T. Petters Scholarship is an honor and a true

growing trend at most colleges to strongly

blessing. Your financial support and belief in my potential will undoubtedly help me achieve

encourage, and increasingly, require, more

my aspirations. I am enthusiastic about the fantastic opportunity to study in Segovia, Spain.

students to study abroad as part of their

While abroad I intend to gain a better understanding of international business in addition to

undergraduate experience.

learning the Spanish language. Thank you for this wonderful opportunity.”

In three short years, the John T. Petters Foundation has provided more than

—CORY MORTENSON, SAINT JOHN’S UNIVERSITY 2007 RECIPIENT

“I am extremely excited to receive this award. Your generosity is so greatly appreciated, and

$100,000 to 20 students for study abroad

I will treasure my experience abroad for the rest of my life. After graduation I hope to work

experiences that have transformed their

as a corporate trainer and consultant. My ability to relate to individuals and companies will

lives. With your help from the 2007 Legacy

be a great strength, only strengthened by the Central Europe program made possible

Gala, we hope to add more than $1 million

through your scholarship. Thank you again for your generosity to Miami University, the

to our endowment, and distribute more

Richard T. Farmer School of Business, and me. It means a great deal.” —BRIAN VANNEST, MIAMI UNIVERSITY 2007 RECIPIENT

than $150,000 next year to nearly double the amount of students assisted to date. The cost of a college education is escalating beyond reach for many. Studying abroad adds to that already skyrocketing cost, while being demanded by more and more employers. Accordingly, the John T. Petters Foundation is fulfilling a burgeoning need for today’s college students and their employers of the future. We are proud to provide scholarships for global competency within tomorrow’s workforce. We thank you for your support and partnership in helping to meet this increasing need.

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FOUNDATION HISTORY :

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The John T. Petters Foundation honors the short and remarkable life of John Petters. John was a gregarious, 21-year-old student who was one of the most vibrant individuals you’d ever want to meet. As a student at Miami University in Oxford, Ohio, he tragically lost his life while on spring break in Florence, Italy, in March 2004. John had a desire to help deserving students study abroad and his family and friends made sure this would not end with his passing. Scholarships are awarded on a need-basis to students who display John’s characters of leadership, motivation, and the overall passion to study international business. The Foundation awards scholarships on an annual basis.


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charitable giving gallery

Sun Country golf cart with Sun Country Employees Pete Heunisch, Bud Fisher, Heidi Bausch, Sue Brooksbank, Marti Guetzlaff, Elizabeth Voit and another volunteer.

TEE TIME FOR CHARITIES

Melanie Martin, Michelle Galt and Tristan Galvan from Polaroid works on sanding and varnishing trim boards at the Habitat House.

Building Dreams

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n May 9th and 17th, employees of the John T. Petters Foundation, Petters Group Worldwide and Polaroid joined together with the Twin Cities Habitat for Humanity and other local businesses to give back to the local community. There were 21 employees from the Minnetonka office who donated their time to the Entrepreneurial House – a home built by donations and volunteers from entrepreneurial businesses. “It was great to be able to work with the homeowners in building their future home,” Rachel Walker, Marketing Manager for BroadSign said. “I hope we can continue this volunteer work and make it an annual event.” Volunteers helped with all aspects of the building process from building retaining walls to cutting and placing trim. “Trimming is much harder than it looks,” Rebecca Bailey, Foundation intern, Miami University said. “It was really rewarding to stand back at the end of the day and see the progress we made.” Dedication for the Entrepreneurial House is on September 15th at 11 a.m. The Habitat for Humanity program builds homes for low-income families through a combination of donated funds and materials and labor from both volunteers and future home owners. Once a habitat home is completed, it is sold to the family for a reasonable price and at a zero percentage interest mortgage. This program helps poor, working families to enter the mainstream economic system. The Twin Cities Habitat for Humanity has built over 600 homes in the metro area and its affiliates have built over 1,000 homes in the state of Minnesota. For more information on how you can volunteer with the Habitat for Humanity affiliate nearest you, please visit: www.habitat.org.

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For Petters Group Worldwide, the summer was a time of warm Joe Schmit, host of the tournaweather and charitable giving ment and President of Petters golf tournaments in Minnesota. Group Media & Marketing; Employees from Petters Group Kyle Danko, Polaroid intern; supported local charities, as George Danko, SpringWorks; they played in golf tournaments Carl Alleman, Polaroid; and Bill Popp, tournament sponsor, to raise money for different participated in the Joe Schmit causes. Golf Tournament The golf season began with the 16th Annual Joe Schmit Golf Tournament from June 9-12, which supports the Greater Twin Cities Big Brothers Big Sisters. The tournament included a Grand Party at the Minneapolis Convention Center, a golf challenge at Hazeltine National Golf Club in Chaska, and another at Bunker Hills Golf Club in Coon Rapids. Petters Group was the presenting sponsor, providing both monetary and in-kind donations. More than $300,000 was raised in total from the annual event. The Golf for Diabetes tournament was held on June 18th, which supports the Diabetes Institute for Immunology and Transplantation at the University of Minnesota Medical School. Petters Group provided support through monetary and in-kind donations. On July 9th, eight Petters Group employees participated in the 2007 Retreat Golf Extravaganza at Rush Creek Golf Course in Maple Grove. The event raised money for The Retreat’s Guest Scholarship Fund. The Minnesota Teen Challenge 9th Annual Golf Classic on July 20th was held at Troy Burne Golf Club in Hudson, WI, eight employees participated in the days’ events. To conclude the summer of golf tournaments, Sun Country Airlines held their 2nd annual Sun Country Airlines Foundation Golf Scramble to support their scholarship program. The event took place on August 1st at Crystal Lake Golf Club, and employees from Petters Group and Polaroid participated. Over $55,000 was raised through sponsorships and participant events.

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Donations Benefit Minnesota Schools

THANK YOU: : Dear Petters Group, I wanted to send you a note to personally thank you for your contribution to the 5th Annual MHC Hospitality Golf Classic benefiting the Boys & Girls Clubs of the Twins Cities. Because of the generosity of individuals and companies such as yours, the contributions far exceeded our expectations and goals. — TWIN CITIES BOYS & GIRLS CLUBS

1 A $2 million contribution was made by Tom Petters to the St. John’s University Abbey Guesthouse for the Petters Pavilion, in Collegeville, MN. The pavilion is a 3,500 square-foot expansion of the current Abbey Chapter House. The addition includes a twolevel east entrance to the abbey church, and provides space for the lobby, elevator and stairwell access to the Assumption Chapel, restrooms and storage. “Tom Petters’ generous gift to honor his parents, Fred and Rosemary Petters, was truly transformational for the Abbey,” said Abbot John Klassen. “The addition has dramatically strengthened our facilities and made it possible for us to be much more hospitable to all visitors to Saint John’s.” Petters also recently made a commitment of $5 million to the College of St. Benedict for

2 the Thomas J. Petters Center for Global Education. His commitment will help to fund a Center Director, who will coordinate activities among the academic disciplines, study abroad programs and global business partners. “Tom’s latest testament to the mission of our college, The Thomas J. Petters Center for Global Education, will enhance student learning, strengthen faculty development, and promote the common good,” said MaryAnn Baenninger, president, College of Saint Benedict. “Center activities, will help students, faculty, and the broader community to effect change and become a positive force in the world.” [1] Petters Pavilion at the St. John’s University Abbey in Collegeville, MN. [2] Gathering area inside the Petters Pavilion.

Pink Camera Campaign SUPPORTING CHARITABLE CAUSES has been an important element in Polaroid’s 70-year history. For the second year, Polaroid will kick off a pink camera campaign this Fall to create awareness for the research funded by The Breast Cancer Research Foundation (BCRF). Polaroid has pledged to donate $150,000 to BCRF over the coming year, as well as launch a series of pink cameras that will be immediately available through multiple retail channels. In addition, the campaign will include a kick-off event centered around Breast Cancer Awareness Month in October. Plans are also underway to create an online community on polaroid.com to provide a venue for survivors or family

members to tell their stories and share their experience through pictures. As part of last year’s ceremony, Polaroid joined Elizabeth Hurley and The Breast Cancer Research Foundation as they lit New York City’s General Motors Plaza, the Pulitzer Fountain and Bergdorf Goodman Lanterns in pink in recognition of Breast Cancer Awareness month. The Breast Cancer Research Foundation® was founded in 1993 by Evelyn H. Lauder, as an independent, notfor-profit 501(c) (3) organization dedicated to funding innovative clinical and genetic research. For more information, visit www.bcrfcure.org or call 1.866.FIND.A.CURE.

Dear Tom, A heartfelt thank you to you and Petters Group for your Game Sponsorship. Your financial help will allow us to continue to provide opportunities to deserving kids. We would also like to thank you for the Polaroid digital picture frame that you provided for our auction. — EDEN PRAIRIE ABC FOUNDATION

Dear Petters Group, Thank you so much for your recent gift of $5,000 to Twin Cities Habitat for Humanity. Your contribution will be put to good use right away to support the construction of more decent and affordable homes. Without the support of partners like you, none of this would be possible. — TWIN CITIES HABITAT FOR HUMANITY

Dear Tom, Thank you for your donation of $20,000 for the 2007 Excalibur Classic. Believe me when I say this, it’s more than the money that makes a difference; it’s the fact that you take the time to come to the event means that you really care about these hospitals and the work they do with the children fighting devastating illnesses. — JOE DIMAGGIO CHILDREN’S HOSPITAL AND DUKE UNIVERSITY CHILDREN’S HOSPITAL

FALL 2007


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CORNERSTONES

Customizing Cornerstones Mary Jeffries, Petters Group Worldwide President/COO

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he best strategy poorly executed doesn’t mean much. Over the past few years, Petters Group Worldwide has put a lot of energy into not just developing a successful business strategy, but also in our ability to execute that strategy. You’ve heard me talk a lot about our Cornerstone approach to strategy. While it may appear seemingly simple on the surface, our Cornerstone planning model is built on four guiding principles. As these four principles come together, we’re able to bring focus and force to our business growth. I want to spend a bit of time providing a quick overview of these principles to help all of our Petters Group companies achieve a higher level of success in their business planning and performance. Let’s start with what we call the “winnable outcome.” A winnable outcome is a big picture, yet very focused goal that can be achieved within 1,000 days. It is the very heart of the Cornerstone process that brings focus, a sense of purpose and a powerful rallying cry for getting our people on board. Our winnable outcome for Petters Group is “leveraging investment opportunities for exceptional value and growth”. A

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simple, yet high impact outcome that guides all of our decisions. The second principle is identifying the four Cornerstones that support the winnable outcome. These are high level strategic categories that embrace everything that will need to get accomplished in order to win our outcome. It requires a lot of thought, discussion, debate and shared commitment. The four Cornerstones for Petters Group are: • Strategy • Investment process • Operational excellence • Relationship management With the winnable outcome and four Cornerstones identified, we now have in place the foundation for the 4x4 Cornerstone process and leads us to the third principle, which is identifying the four supporting initiatives for each Cornerstone. In this step, we list all of the tactical initiatives that need to be accomplished in order to achieve the Cornerstone. Oftentimes, you can end up with a list of ten or more items.

But the key is focusing on those that are most critical to achievement of the Cornerstone and the winnable outcome. The challenge is narrowing that list down to the top four. Once you have accomplished that, you assign one person who takes the lead on each initiative. This is especially critical, because if you have two or more people assigned to an initiative, it increases the chances that it won’t get done. With one person, you have clear accountability. Knowing who is accountable now leads us to the fourth principle, which is developing the specific action plan – identifying the steps, dependencies, timetable and resources required. The importance of this step is that it is targeted on accomplishing the initiative, which creates a very focused work plan. I’ve tried in a few words to give you a quick overview of a very critical business process that we want to have all of our Petters Group companies follow. By taking the time up front to put all of these principles in place, you will see significant performance improvement. Most importantly, you will have a process to accomplish one of Tom’s top priorities – execution. Happy planning. PG


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MAKING A DIFFERENCE

:: J o h n F R E D E R I C K S E N

Building Relationships Satisfying Sun Country Employees and Customers JENNA GEBEKE

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ith the airline business looking gloomy lately, Sun Country is shining above the rest. John Fredericksen, Vice President & General Counsel, has proven to be one of the guiding lights in Sun Country’s latest success. He has played an important role in establishing Sun Country as a friendly and reliable airline—something uncommon among many airline carriers today. “We focus not only on affordability like many of our competitors, but on a positive travel experience. From ticket purchase to destination arrival – this is what we believe sets us apart from the rest,” Fredericksen said. Because the customers’ experience is top priority for Sun Country airlines, it is not a surprise that they are concerned with employee satisfaction and customer service as well. “From Sun Country’s meager beginnings and early struggles, there has been a ‘get it done’ attitude, coupled with a unique devotion to service amongst the employees—they understand how important their job is in our success as a company,” Fredericksen said. Fredericksen credits the people that work for Sun Country as the reason for their success. “It’s the best airline in Minnesota because of the people who work here. Everyone—from baggage handlers to flight attendants —truly has attributed to our success,” he added. As Vice President and General Council, Fredericksen is responsible for contracts and agreements, labor relations and other legal issues. He is the man behind employee satisfaction, and clearly employees and customers are satisfied. Fredericksen has 30 years of experience across the board in aviation. He started his career as a Navy pilot and after receiving his law degree at the University of Southern California, he worked for the Federal Aviation Administration in Washington, DC. In 1986 he got into airline management and later joined Mesaba Airlines, where he gained most of his experience in the airline industry. Fredericksen joined a very skilled yet struggling Sun Country management team in 2003, where he was an integral part of returning Sun Country to a profitable airline. Sun Country continues to be ranked as one of the best airlines to travel in the country. In May, Sun Country was deservingly ranked on the list

of Top Domestic Airlines in Travel + Leisure’s 2007 World’s Best Service Awards. The awards were based on a survey taken by readers that ranks travel companies based on service and attention, and all domestic carriers were eligible for the award. Sun Country Airlines is a low cost, low fare carrier based in Mendota Heights, MN, and serves 29 destinations in the United States, Mexico and Caribbean.

“Our caring company culture reflects positively on our service and customer experience” —JOHN FREDERICKSEN To Fredericksen, the recent acquisition of Sun Country by Petters Group Worldwide and Whitebox Advisors has proven to be an important and strategic move for the airline. “This partnership is not only important for us financially in order to be able to continue to expand our customer offerings, but it provides us with the abilities to leverage the strengths of our investors,” Fredericksen said. When asked what he does in his spare time, he simply replied, “What spare time? There’s not a whole lot of that around here.” When he does find a moment away from his desk, he enjoys playing tennis, spending time with his family, and attending his kid’s activities. Sun Country’s successful culture is a reflection of the outstanding individuals that work there. “Dedication is found in every aspect of the company and service we provide. It is something that just is at Sun Country,” Fredericksen said. This is the common attitude that is found within Sun Country employees and is what makes the airline thrive. “Our caring company culture reflects positively on our service and customer experience—it is the driving force behind our success as a company,” Fredericksen said. PG

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EXECUTIVE PROFILE

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No Hocus Pocus Legal Department Strategically Guides Development KATHERINE HARLANDER-LOCKE

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amed one of the Top 15 Lawyers in Minnesota by Minnesota Lawyer in 2006, Petters Group Worldwide Chief Legal Officer David Baer, won’t be performing disappearing acts anytime soon. During his youth, Baer was given a magic kit and soon became deeply engaged with various magic tricks. Throughout the years, he continued to pursue this hobby as he performed for crowds from 5 to 5,000. Originally from St. Paul MN., Baer attended the University of Minnesota for his undergraduate studies, and decided to begin his legal career at William Mitchell College of Law where he graduated cum laude. “I knew I wanted to be in a career that supported and practiced continual learning,” Baer said. “I love that I am always able to learn and evolve as an individual and business professional.” Prior to joining Petters Group in 2003, Baer was an attorney at Leonard, Street and Deinard, where he practiced corporate law. As a magician turned lawyer, Baer has been able to adapt his skills of communicating effectively with others and working hard through the different programs and careers he has chosen. “David has extraordinary talent in his ability to lead and advise,” Tom Petters, Chairman and CEO of Petters Group said. “His knowledge of the field of law and international business is an invaluable resource for our company.” Many lawyers are only approached when people are already in trouble. Baer prefers to be

proactive, rather than reactive. “Many people don’t realize it, but our legal team is also here to help advise and provide support before something goes wrong,” Baer said. “We strive to identify potential issues before they arise and take a more holistic approach to advising.” As the leading member of the Petters Group Worldwide legal staff, Baer’s role encompasses many different areas including strategic development and growth in existing organizations,

opportunities facing them, all in an effort to helping them achieve their business objectives,” Michael Phelps, Deputy Chief Legal Officer, Petters Group said. Working as a team and maintaining communication is an important aspect of Baer’s job and the collective legal department. As a group, Baer and his peers are continually identifying how to improve their quality of assistance and effectiveness of their department. “I have the honor and privilege of working with one of the most skilled and talented legal teams of any company or law firm – without them, we could not operate as well as we do,” Baer said. “However, we consistently look for ways we can improve as a team and as a company. With a busy schedule like Baer’s, it can be hard to find down-time. But with the ability to juggle work and family, he makes the most of his free time by traveling with his wife Naomi, downhill and water skiing, cooking and entertaining, and listening to music. In July, Baer and his wife traveled to Israel for two weeks where they toured the city of Jerusalem, visited the Holocaust museum and memorial, and swam in the Dead Sea. After all that Baer has achieved, life is not slowing down as he is currently finishing an MBA at the University of St. Thomas. “Law is a field of continual learning,” Baer said. “I am excited to see how I will be able to apply this knowledge and experience to the growth and success of Petters Group.” PG

“Our legal team is also here to help advise and provide support before something goes wrong.” —DAVID BAER

exploring and supporting new business ventures, and working with other members of the legal team to assist and maintain communication with the Petters Group portfolio companies. “I really enjoy being able to influence the direction of the companies,” Baer said. “Because my position allows me to work with most of the companies, I get to work with a lot of people who are passionate about their job and the company.” Petters Group differentiates itself with its portfolio companies, and this requires individuals to evolve traditional roles to fit the needs of the organization. “David has done a phenomenal job of applying his knowledge and experience to assist our companies meet the challenges and

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WHERE IN THE WORLD IS TOM?

June 29-July 7

As a man who is constantly on  the move, Tom Petters is often asked,  “Where in the world are you?”  This is a little snapshot of one of Tom’s weeks.  1957 was the year the classic ’57 Chevy was created, General Mills introduced TANG, Barry Gordy founded “Motown Records” and Tom Petters born. As a man on the go he worked his 50th birthday celebrations into his work travel schedule.

FRIDAY, JUNE 29TH Tom headed west to Colorado to work on finalizing plans to build a 5 star resort hotel at Keystone, CO. This is a project the team at Petters Real Estate Group has been working on.

MONDAY, JULY 2ND – WEDNESDAY, JULY 4TH While in Colorado, friends joined Tom for an early birthday and Fourth of July celebration.

early into the morning of the 6th to catch up on his 500+ emails in his inbox.

FRIDAY, JULY 6TH Another scorching day in Minnesota left Tom wondering how it could be cooler at his Florida house than Minnesota. After a morning of meetings, he set off for New York to meet up with his daughter Jennifer who was there for her summer internship with People Magazine. That evening they celebrated her birthday.

THURSDAY, JULY 5TH Tom flew back to the Minnesota office for meetings to finalize plans for the John T. Petters Foundation Legacy Gala and set up initiatives for a trip to Japan later in the month. It took him until

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SATURDAY, JULY 7TH To celebrate their birthdays Tom and Jennifer left with a few friends for a week in Greece. Happy 50th Tom! PG


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THE LEARNING CENTER

P o l a ro i d re - t r a i n i n g

Front row: Dick Graff, Peter Gatti, Donovan English, Dennis Maher, Brian Quinn 2nd row: Dave MacDonald, Steve Hobbs, John Figliolini, Paul Levesque, Joe Bayles 3rd row: Phil MacDonald, Al Doane, Gerry Urquhart,Rob Fraser, Cat Smith, George Cairns Back row: Rick Elmer of BMS, Don Berry, Bob Ottaviano, George Sealey, Mark Knowles

Finding The Next Job Polaroid’s Chemical Operation Solution WRITTEN BY PENNY LOCEY

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y Polaroid moving further into the digital and consumer electronics markets this meant that the Chemical Operations plant in Waltham would be closing, the Learning Center, Human Resources (HR) and line leadership responded. Unlike traditional outplacement programs which begin after employees leave, Polaroid implemented several creative ideas to assist employees in preparing for their future, prior to leaving. Having time to consider their career options, understand their skills and financial situation, and getting skilled in conducting their job search effectively, helped employees and their managers begin to adjust to the impending change. However, an important theme emerged in these sessions: many people wanted to get hired into one of Massachusetts’ main growth industries – biotechnology – and were blocked because it is difficult to enter from the outside due to specialized requirements.

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Bill Allen, Process Engineering Manager from Chemical Operations, who had been working hard to find ways to get his people into jobs, had a breakthrough in a casual conversation with a member of the ISPE (International Society of Pharmaceutical Engineering). He heard that industry professionals were complaining about the lack of manufacturing experience in the new graduates they were hiring. “It was such a great opportunity to provide our operators a smooth transition into the biotech field using what seemed to us to be very transferable skills, we had to pursue it,” Allen said. Seizing the potential opportunity, Allen turned to the Learning Center who teamed with Joe Labenski, Plant Director, and Polaroid’s HR team to quickly assess the skills resident in the plant, and scope the needs and research existing programs. A timeline was created to help retrain the employees using innovative programs, which aided in finding resources,


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Polaroid was a model partner by linking their employees into new opportunities.” —KEN MESSINA The second program members (not in order): Toni Andrade, Leonard Barrieau, Dennis Bawn, Arcay Blake, John Boudrow, Mark Caso, Diane Cerra, Dennis Dost, Michael Gogos, Nelson Horton, Martin Leandro, Stephen Mcfadries, Paul Mello, Damas Moreau, Keith Saxon, Roger Shepherd, Kevin Sinclair

connections and industry credibility. Partnering with Worcester Polytechnic Institute (WPI), a leader in life sciences and bioengineering education, resulted in a two part program design: a two day briefing on FDA regulations and the manufacturing standards and practices required of the industry for fifty attendees and a smaller, five week Fundamentals in Biotech Manufacturing program to give them the real experience needed for entry. Simultaneously, the Learning Center formed a partnership with the Massachusetts Division of Career Services’ Rapid Response team and One Stop Career Centers to obtain a grant to fund the program – expanded ultimately to a $130,000 grant when the program was renewed for a second round in July. Twenty members attended the first unique five-week, laboratory based core program taught by both working managers in major biotech companies such Abbott, Genzyme, Lonza and Bristol Myers Squibb and by key WPI faculty. The intensive program combines essential technical skills with the hands-on experience in an environment that simulated the controlled activities critical for success in FDA regulated environments. “Having working managers as teachers has been an important key. They have a vested interest in providing both

practical application of the biotech skills needed for real jobs, and helping the participants make connections and get hired in the industry,” said Penny Locey, Director, Learning & Org Development for Petters Group and Polaroid. In fact, the program positioned the graduates so well that by the close of the progrm, most of the initial attendees who had new jobs before or soon after their exit. This convinced the state to fund round two in July. Participants of the program are from Polaroid and a former Polaroid plant that had become Multilayer Coating in New Bedford, MA, who had recently also lost workers. “Polaroid was a model partner with us. Their leadership opened the doors of their Waltham plant so we could provide services to their employees. They really took the initiative by assessing what skills those workers had and linking them to opportunities in biotech - a growing, high-wage industry”, said Ken Messina, the Manager of Rapid Response Services, which is part of the Massachusetts Executive Office of Labor and Workforce Development. The Massachusetts Rapid Response team has 20 years of experience working with employers in transition to either avert downsizing, or mitigate its effects; the combination of getting set aside funding for a skill training program. “Helping the affected workers jumpstart

their job search, plus understand their community resources like area One-Stop Career Centers was highly effective,” Messina said. “Working together with Polaroid and WPI, just under 80% of those workers have either been hired, or received commitments to be hired. Polaroid served as a model of the kind of relationship we’re working to replicate in the future, serving companies as they grow as well as when they restructure,” he added. The program is viewed as a model for the state, and the Massachusetts Biotechnology Council has invited Messina and Locey to speak at an upcoming statewide council meeting. As important as their obtaining new positions, Locey said, has been the change evident in the graduates themselves. “When I attended the graduation ceremony, these people were energized. They had completed a demanding program, they knew it and were proud of themselves; they were more confident and hopeful about their future. That’s learning Penny Locey at its best!” PG

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inside glance

Cash or Credit Petters Capital Supporting Growth KATHERINE HARLANDER-LOCKE

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Camille Chee-Awai

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he world of Petters Capital and its customers, namely Petters Group portfolio companies, evolve around hedge funds, investment banks, venture capital, lease financing, mezzanine debt, convertible debt, warrants, assets, capital structure. Sounds pretty simple, right? Essentially yes, if you’re Camille Chee-Awai, Kevin Riedl or Vince Fusco – all members of the Petters Capital’s team. Established in November of 2004 and later restructured in October 2006, Petters Capital operates as a nimble merchant bank to support the growing and sophisticated global financial activities and funding requirements of Petters Group Worldwide and its portfolio companies. “By allowing us to attend to the portfolio company’s finance needs, the operating management is able to focus on the execution of their business plan,” Riedl said. Initially, funds for Petters Capital came from Tom Petters, but over the last year, through investments from third party banks and high net worth individuals, Petters Capital has assisted to accommodate the launch and financial growth of several portfolio companies. Why are outside investors interested in investing in a privately held company such as Petters Capital? “We offer a unique and appealing investment opportunity for lenders/investors to diversify their portfolio across many sectors through our actively managed investment program to individual companies within Petters Group,” Chee-Awai said. “With our extensive management experience in capital markets, debt underwriting and creative structuring, we have been able to present a captive finance platform that is compelling to the financial community. We deploy world-class underwriting standards to properly structure our investments and acutely monitor our portfolio to ensure that there are no surprises.” While the three members of the Petters Capital team work closely together to ensure efficiency and results, all offer a very diverse background to Petters Capital. Chee-Awai started her finance career at the World Bank, and during the course of 17 years has functioned in multiple capacities at GE


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focus to our strategy,” said Dan Lagermeier, CFO of Petters Consumer Brands (PCB). “They ask the tough questions that we needed to think through.” Petters Capital has also worked closely with Petters Aviation to provide financing. However, funding directly from Petters Capital is not a guarantee for Petters Group

Kevin Riedl and Vince Fusco

Petters Capital focuses on finance needs allowing businesses to focus on their business plan. Capital, CEA, a private equity focused on communications and media and EIM, a hedge fund, which she co-administered. She also speaks several languages including Spanish, French, Portuguese and is learning Mandarin. As Finance Director for Petters Capital, Riedl spearheads the underwriting, analysis and monitoring of portfolio transactions and the portfolio administration functions. Prior to joining Petters Group, Riedl was the Senior Manager of Business Planning and Analysis at Deluxe Corporation. He has also worked as Senior Operations Analyst at Northwest Airlines and as Manager of Financial Planning and Analysis at Rollerblade, Inc. Fusco is currently Senior Financial Analyst for Petters Capital, where he utilizes his valuation, strategic consulting and investment banking experience to evaluate investment opportunities (including equity, tax lease structures and structured debt) in a wide variety of industries. Fusco started his career in finance at Manchester

Companies as a Strategic Consultant and later as Vice President. He went on to serve as an analyst at ING Investment Management, and as Manager of Mergers and Acquisitions at Pentair, Inc. The main goal of Petters Capital is to reach out to Petters Group portfolio companies to understand their business plans and funding needs to connect them with appropriate funding sources. “The first time I talk to a portfolio company, I want to understand their objectives and how we may be able to either fund them directly or offer them various financing options from independent pools of capital,” Chee-Awai said. Ultimately, the objective of Petters Capital is to first understand the short and long-term goals of their customers, the Petters Group portfolio companies, then to assist in devising the appropriate capital structure and funding program to allow them to execute their business plan. When we needed funding for our launch, having Petters Capital as a partner helped give

Worldwide portfolio companies. If a path for repayment is not clearly defined, financing will not be underwritten and approved. “We are looking out for Tom Petters’ interests as well as our outside investors,” Fusco said. Procuring financing for a private company can be challenging, given various market dynamics. “However, in the current environment, there is significant liquidity and there is a lot of capital which cannot find a home,” Chee-Awai said. Petters Capital is working diligently to establish relationships with various funding sources to provide an understanding of the Petters Group’s portfolio to potential investors and lenders with the long term goal of connecting these portfolio companies with cost-effective capital. Currently, Petters Capital is focusing on providing debt financing to the Petters Group portfolio companies, rather than equity financing. “Petters Group has a unique relationship with Petters Capital in that we can openly discuss the vision for not only the portfolio companies, but also for the broader Petters Group,” Mary Jeffries, President/COO of Petters Group said. “This closeness allows for solid long-term planning to occur.” Petters Group continues to grow and diversify its portfolio of companies. Connecting Petters Capital with these companies will assist in establishing the appropriate platform to obtain capital required for their growth and success. “We are here to build relationships and help connect-the-dots with the financing needs of Petters Group companies,” Chee-Awai said. PG For more information email camille.cheeawai@pettersgroup.com

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JUICE MEDIA


BY Katherine Harlander-Locke PHOTO Todd Buchanan

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Database

MINING Developing personalized communication plans

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ounded in late 2005, no one could have predicted the path Juice Media Worldwide would take. Initially founded as a media and marketing company, they focused on building web sites and creating online video using green screens. Like many companies, Juice Media continually evolved from customer feedback, market trends and the need for new technology. Now in its second phase, they have developed innovative technology and become a software and media company focused on the creation, implementation, and execution of their proprietary next generation, customer interaction solutions. “One of our strengths at Juice Media is that we breed innovation and co-creation,” Rick Enrico, CEO of Juice Media said. “We recognize the needs of customers, and we are devoted to building tools they can use to maximize real-time customer information to propel revenue in their business.” JuiceMetrIQs – the company’s newest development, is a Customer Relationship

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JUICE MEDIA

Improve the customers’ experience by knowing exactly what the customer want.” —RICK ENRICO

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Management 2.0 (CRM 2.0) solution for businesses. The software application is used to extract data from multiple databases and customer interaction points, within a corporate environment, to analyze real-time information. Combined into one dashboard, businesses have the ability to build individual customer profiles, which are then compiled into customer marketing segments. Personalized communication campaigns such as e-mail, are driven through JuiceMetrIQs to the customer. JuiceMetrIQs then tracks all success and revenue through the campaigns. As the communication market evolves, JuiceMetrIQs is continually adding forms of media and marketing channels, both online and offline. Around the globe, smart companies are now adopting this new CRM 2.0 paradigm. They have recognized the importance of making the sales and marketing process a two-way, interactive dialog by using user groups, social networks, message boards, blogs, web 2.0 application, and video sharing. The companies are able to personalize these through personal pages, RSS, social filters. They are making it on demand through mobile web, mobile applications, SMS, podcasting, and streaming video. “Petters Group Worldwide has a history in seeing the future in new technologies,” Tom Petters, Chairman and CEO of Petters Group Worldwide said. “Our investment in Juice Media brought them into the portfolio companies to develop relationships within our organizations.” Juice Media has already started to work with Sun Country Airlines and YFly. Using the new CRM 2.0 software, Sun Country Airlines has been able to improve their customers’ experience by knowing exactly what their customers want, before they even tell them. Through JuiceMetrIQs, data is com-


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Juice Media Worldwide continues to devote its efforts to be the leader in marketing software applications. “Our goal is to build a worldwide company that provides the highest level of customer, employee and community success,” said Enrico.

CASE STUDY: SUN COUNTRY AIRLINES

JuiceMetrIQ’s CRM 2.0 dashboard

piled automatically from several databases. The airline then monitors through online dashboards, how prospects and customers interact with their web site, email campaigns, Google campaigns, and landing pages. By combining these analytics with their flight and reservation information, purchase history, and Affinity Program, Sun Country has the ability to create a series targeted communications to increase overall customer satisfaction and return customers. “This technology allows us to better understand our customers and their needs,” Wendy Williams Blackshaw, Vice President of Marketing said. “It also provides us with the platform to market to the public accordingly.” The entertainment-based social network YFly.com, is also implementing the software to improve interactions with their customers and to track user interactions. YFly is using CRM 2.0 to shift their measure of success from one that is solely based on the number of connections to gathering quantitative data on how members are using their social network. The user-generated profile is the cornerstone of any social network. All the text, images, videos, music, quizzes, and, surveys that subscribers choose to display, allow them to go beyond connecting with immediate friends and family, and join others in cyber space who share similar interests and expressions. YFly, with an interface rich in entertainment and multimedia, was an ideal candidate for JuiceMetrIQs. As the company has evolved, so have the culture and employees of Juice Media. “We have the mindset for success, and that, combined with creativity creates opportunity,” Enrico said. Turning opportunity into success in the media and software industry has also been supported by the strong leadership team of Enrico, Mark Brogowicz, Chief Technology Officer, and the recent addition of Mark Stumm as Vice President of Product Management. “We are delighted to have such a seasoned software veteran join the Juice Media team. He brings a wealth of experience in senior level leadership, strategic planning, product management, and marketing,” Enrico said. “I am confident in his abilities to guide our product offering as we grow.” PG For more information visit juiecemtriqs.com or emailrenrico@juicemedia.com

SUMMARY: Viewing their database as an oil field of opportunity, Sun Country Airlines is working with Juice Media to mine their database as well as break apart their marketing campaigns in order to create a series of highly-effective targeted campaigns throughout multiple marketing channels. JUICE SOLUTION: Juice Media’s communicate, track, refine and repeat process combines advanced analytic capabilities with diverse team member insight ranging from programming and database management to media, marketing, and advertising. By effectively combining and enhancing their current sales, marketing, and data systems, JuiceMetrIQs also allows Sun Country to mine their data sources as well as track specifically which elements within their marketing campaigns are driving the revenue. Viewing “Success as a Cycle,” Juice Media works as an extension of Sun Country’s internal divisions providing valuable insight into developing and optimizing their multi-channel campaigns. SUCCESS STORY: Unwilling to compromise “your inalienable right to enjoy air travel,” Sun Country continually seeks to improve their flight experience by knowing exactly what their customers want – even before they tell them. The airline keeps tabs on of how prospects and customers are interacting with their web site, emails, Google campaigns, landing pages, as well as several offline advertising channels. By combining these analytics with their flight and reservation information, purchase history, and Affinity Program, Sun Country has earned the reputation of a true database marketer. With data mining and analytics under control, Sun Country is looking to Juice Media’s Marketing Automation services to distribute their newly created campaigns – stay tuned.

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Relationship Management

Interns at the Chairman's Party networking with managers and Petters Group executives.

Relationship Management 101 for Summer Interns WRITTEN BY KATHERINE HARLANDER-LOCKE AND CHRISTINE ORTENZIO

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n any position, company, or career field, it’s always been said: “It’s not what you know, but who you know.” As holds true at Petters Group Worldwide, developing and sustaining strong relationships among the portfolio companies is critical to efficient operation and the ability to meet strategic goals. In developing relationships, internships play an important role in bringing outside experience to the companies, as well as allowing students to network with business professionals. “We put a lot of work into ensuring that interns have a chance to interact with people from around the company through various activities and learning opportunities,” Patricia Hamm, EVP of Human Capital and Learning Group said. This summer, Petters Group had 34 interns from 16 schools, working within the various companies, including Sun Country Airlines. The internship experience began quickly as the stu-

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dents became acquainted with who is who and who does what, and took the opportunity to get to know their manager who would serve as a mentor and key resource. Throughout the companies, working as a team is a critical component in creating results. For interns, weekly meetings became a helpful way to interact with other members of their department, and learn more about the projects and responsibilities of different positions and roles within the Petters Group structure. Over the course of the summer, events were planned to further build relationships among intern and managers. In Minnetonka, some of these events included a Chairman’s Welcome Dinner held at Tom Petters’ home, a Twins game, a BBQ and volleyball tournament, and a end-ofthe-summer celebration on Lake Minnetonka. These events were deemed to be beneficial, as they allowed the interns to interact with managers or

I just want to personally say thanks again for all your help & support. Robbie has had a fantastic summer. He speaks highly of all his peers and how exciting the daily work environment really is to be a part of. Robbie has developed some really neat friendships with this network of smart and talented kids from all over the country. Please pass along to Tom – our family’s thanks for offering such a marvelous, positive intern program. A parent’s reward is to see your son so engaged and excited about what’s ahead for their career. Robb Leer, father of Robbie Leer, Petters Group Intern – Finance Dept.


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The “Hamm Pattys” volleyball team: Jenna Gebeke, Jake Burns, Patty Hamm, Sarah Skytte, Jason Dehler, Matina Ploumidis and Carter Taylor

Networking opportunities have helped interns form critical relationships A trip to New York City to experience a Sun Country flight was one of the adventures for the interns and select employees.

executives from around the companies. “The events this summer were a great way to network and get to know other interns and employees outside of the work setting,” Ana Maia, Polaroid operations summer intern, from Rollins College said. For the Boston summer interns, events included a harbor cruise, a lunch with Polaroid President Thomas Beaudoin, and a Red Sox baseball game. Another education tool used within the Petters Group internship program was learning lunches and career panel, which allowed students to hear presentations from top business executives. These lunches also allowed students to discuss current issues within the various fields of international business. “I really enjoyed being able to hear about different people’s experience, and about all of the opportunities within the various fields of business,” Jason Dehler, Petters Group summer intern, from Gustavus Adolphus College said. An important aspect of networking and strengthening professional relationships is the ability to cooperatively work as a team to achieve

specific goals. For the Polaroid summer interns, this meant collectively working to assess the current Polaroid brand. Throughout the summer, the interns compared, analyzed and evaluated the user experience of Polaroid products against its competitors’. Bringing experience from the areas of marketing, sales, inventory, engineering, product testing, customer service and product development, the interns were able to combine their knowledge of each product category and the company in making recommendations as to how the brand can expand and continue to compete successfully in the current and future consumer electronic market. “We are learning what we do not know, from great young minds. This is one way we really explore how to get better everyday. No one every said these kids ‘can’t do that - tried that before,’” Tom Petters, CEO of Petters Group said. As the internship experience winds down, the students start to look to the future in regards to what to do and where to work. At Petters Group, some of the past interns have come back as fulltime employees after graduation. Currently, 11 employees with the Petters Group portfolio of companies were once interns.

“I recognized the opportunities that would be available to me by coming back to work at Petters Consumer Brands,” Annie Karsh, Product Manager, Petters Consumer Brands said. “I knew that I would experience a wide variety of responsibilities that would allow me to expand my business knowledge very quickly – that has definitely been the case.” Many of these employees also find that their networking opportunities as interns helped them form critical relationships that allowed them to take advantage of the opportunities at Petters Group. “I knew that I wanted to come back,”Mike Smith, Operations Analyst, Polaroid said. “I kept in close contact with people at Petters Group while I was finishing up my last year of school.” As the company continues to expand, more interns are welcomed each year into the Petters Group Worldwide community. “We are always excited when past interns decide to come back and work for us full-time,” Hamm said. “The background knowledge and experience acquired through their internship at Petters Group is an invaluable resource for us and our success.” PG For more information on

internships email amy.waara@pettersgroup.com

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innovation

Let Your Fingers Do the Talking Changing the Future of Authentication

A sample of a Fidelica ID card. The flexibility of the sensor allows it to have multiple uses. The ridges and grooves of a fingerprint trigger the sensors

JENNA GEBEKE

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ith the tragedy of 9/11 and the rise in identity theft becoming a problem within the last few years, security and personal authentication has become a focus for many. Password protected accounts, ID and security access cards, however, are not always guaranteed security, and can be easily hacked, forged or stolen. So how do we truly match the identity of a person? While DNA is one way to determine a person’s identity – it is through the use of biometrics, specifically fingerprinting, that Fidelica is using innovative technology to change the world of authentication. Founded in 1999 by S. K. Ganapathi, Fidelica’s main focus was taking a new blend of non-silicon materials and processes to make revolutionary finger print sensors. The company’s first major milestone came in 2002 when they became the first company to produce glass based finger print sensors. Fidelica’s finger print sensors are based on pressure sensing – unlike other players in the field, they take finger prints in a similar way as the old ink and roll method, where the sensors detect the different grooves of each fingerprint electronically for identification. Soon after the development of the glass sensor, customers began to implement their sensors into smaller, more portable devices. Recognizing this applicable trend, Fidelica decided to expand their options. In 2004, Fidelica developed a flexible plastic sensor that is inexpensive and available for practical wide spread use. It wasn’t until 2006 though, that the company saw itself expand. They had finally developed and shipped the first completely biometric system imbedded on a card. This system included the complete capability of taking an image and processing it directly on the card.

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Bob Allen “Even though we had developed other fingerprint sensors before this one, it was through the development of this unique wireless and completely automatic system that doors started to open,” said Bob Allen, Vice President of Marketing and Business Development. After the exciting development of the completely embedded biometric system, Fidelica realized that they still needed a way to power the cards with wireless in-card technology. “We realized with this innovative technology we needed a partner that would make powering our technology both continuous and convenient for the user,” Allen said. This is where their relationship with Infinite Power Solutions (IPS), another Petters Group portfolio company, began. With the need for a small battery to run their fingerprinting system, and IPS’s ability to produce the LiTE*STAR battery that is rechargeable and long-life reliable, an important partnership was formed. “We are very fortunate to have such a unique relationship with IPS. Their battery and continuously improving technology has advanced

our fingerprinting system greatly,” Allen said. What if the battery dies? One of the most important features in the IPS battery used for Fidelica’s finger printing system, is its ability to be recharged. “This type of battery was absolutely necessary to power our card, because it allows the system to remain both lifelong and simple without taking away from its efficiency,” said Allen. Fidelica’s pioneering effort in the authentication industry has infinite possibilities for application. It not only has the potential to be used for security access systems, but also may be used for safety features, anti-theft applications, and to tie people to their credentials. When asked what Fidelica does exactly Bob Allen likes to explain that “essentially we’re a ‘switch company,’ meaning that our product is like a switch – a very intelligent switch. If you are who you say you are and want authorization to whatever it may be the switch turns on, and if you are not who you say you are it turns off and use is denied.” This is a very simple explanation for such easy to use yet complex technology. “The future of security and authentication is in biometrics, and our product allows for the application of these to be limitless,” Allen said. Some of its many possible uses: As a safety feature, fingerprint sensors may be used on appliances that are deemed dangerous, thus insuring that children would not be able to turn on or use the product. As an anti-theft application, it may be available to put on houses or cars, limiting entrance or ability to access/use a system. As an authentication system that ties people to their credentials, the fingerprinting system is available for use on personal ID’s, driver’s licenses, passports, credit and entitlement cards. PG For more information visit fidelica.com or infinitepowersolutions.com.


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VALUES

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caring

Body, Balance and Symmetry Setting the record straight – it’ll crack you up DR. JAMES MELLIN

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have often humored at the myth that “cracking your knuckles will cause arthritis and give you big joints”. My first week of medical training at Logan College of Chiropractic in St. Louis was liberating. I always wanted to know if what my mother said to my brother at the piano was true. “Don’t do that, you’ll get big knuckles.” Mother wasn’t correct – cracking your knuckles does neither one nor the other. The sound of stretching tissue (ligaments and muscle), which has contracted or shortened from injury or repetitive strain, is a release of fibrous adhesions. Scar tissue or collagen fibrin holds tight and strengthens our body as a healing and protection reaction from trauma and stresses to that tissue. That’s why a cracking sound or “release” is heard in bone joints when people stand up, bend backwards, turn a head or stretch hands. Chiropractors also stretch such tissue. Similar sounds are “heard” (felt, more accurately) when a patient gets adjusted, or in chiropractic lingo, “aligned”. Releasing or “cracking” your joints is actually not a bad thing. It frees up joint fixation that is your body’s natural healing process from trauma or a degenerative arthritis reaction to overuse, strain and imbalance of

body symmetry and alignment from repetitive strain or sitting with poor posture. Have you ever sat at the computer with a phone on your shoulder, hunched over, and thought that after a while you looked like a question mark? The answer to the question mark positioning of your body is that you lean back in your chair and take a break by looking the other direction and hear your body let loose. That is the way we as humans were designed. Practicing better posture will prevent joint fixation arthritis. This principle can be applied to every joint and muscle, ligament, tendon and fascia of your body to prevent collagen/scar tissue from fusing joints together. Releasing your joints and tissue does slow, stop, and return to normal, old injuries and repetitive strain that our bodies endure each day through routine movements and tasks. This is the degenerative joint disease arthritis that we are all prone to. This isn’t the individual having a “senior moment”. Even children and babies can make cracking sounds in their backs. Releasing can happen as infants and children are removed from a car seat or stroller. At any age it’s healthy to realign your spine and joints to promote balance even though you may or may not hear it as

the joints relocate and the tissue stretches back to its normal elasticity. Something to take home with you: I was inspired by Tom Petters’ life-size boxing statue of Mohammed Ali that is at the company’s headquarters. Here are some knockout tips that are easy to remember by thinking of TKO. T- Is the shape you should be in? Stretch while sitting in your chair or even better, lay on a bed or the floor, then stretch your arms out like a “T”. Look up and then left and right. Hold that position to relieve the strain of bad posture. Repeat 3-5 times for 5-10 seconds each time. K-While still lying down, bring a leg over to the opposite side and reach over with your arm. Then do the same to the other side. Do this 3-5 times for 10 seconds. O-Still lying down, keep you feet together and lace your hands behind your head and bend side to side. Bring your feet together and bend knees as far as you can and spread them apart and flap 10+ times. Enjoy the feeling of stretching, mild pain and the sounds that follow. It will prevent the onset of degenerative arthritis and bad posture. PG Please send your questions or concerns to Dr. James P. Mellin II: jaemellin@msn.com

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GALLERY

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people and places

Pets Invade Petters Group…Again : :

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The second annual Take Your Pet to Work Day commenced June 22nd, at the Minnetonka office. Attendance was at an all time high as 27 pets participated in the day’s events, from morning check-in to the Pet Luck Lunch to a visit with an animal communicator. A photo board was even on hand to post photos of pets that couldn’t make it. The biggest turnout occurred for the ever popular Pet Pageant. Hosted by our very own Joe Schmit, pets strutted the floor vying for first place. At Petters Group’s Pet Day, everyone walked away a winner. [1] Annie Karsh and Charlie, winner of the Pet Pageant [2] Michael Hines and Barley, “Most Photogenic” pet [3] Jason Dehler and Marley, “Most Unique Breed” [4] Sandy Indahl and Lee Loo, “Most Well Traveled”

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Polaroid Hospitality Travels the Country : : In the span of three short months, Polaroid Hospitality made a complete circle around the country, exhibiting at five tradeshows. Included on the roster were: the Travelodge/Howard Johnson/Knights Inn Conference in Orlando, FL; HD Expo in Las Vegas; the Wingate Inns International Conference in Puerto Rico; the Ramada Conference

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in Palm Desert, CA; and HITEC in Orlando, FL. Attendance at the shows was very successful and preparations for two more shows this year are already under way. [1] Steve Hollington walks attendees through the benefits of Polaroid LCDs. [2] Team sales meeting before the HITEC show.

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THE PETTERS MATRIX

AARON CHANG INTERNATIONAL, LLC 5600 Avenida Encinas Suite 130 Carlsbad, CA 92011 www.aaronchang.com BROADSIGN 4400 Baker Rd. Minnetonka, MN 55343 www.broadsign.com BUSINESS IMPACT MARKETING GROUP 18760 Lake Drive East Chanhassen, MN 55317 www.impactgroup.us COLLEGEVILLE DEVELOPMENT GROUP 1015 W. St. Germain St. Suite 340 St. Cloud, MN 56301 www.collegeville communities.com FIDELICA MICROSYSTEMS, INC. 1585 McCandless Drive Milpitas, California 95035 www.fidelica.com FINGERHUT DIRECT MARKETING 7777 Golden Triangle Dr. Eden Prairie, MN 55344 www.fingerhut.com FINGERHUT FULFILLMENT 6250 Ridgewood Road St Cloud, MN 56303 www.fingerhut.com INFINITE POWER SOLUTIONS 14998 West Sixth Avenue Building E, Suite 600 Golden, Colorado 80401 www.infinitepower solutions.com

JOHN T. PETTERS FOUNDATION 4400 Baker Rd. Minnetonka, MN 55343 www.johntpetters foundation.org JUICE MEDIA GROUP 7860 Mission Center Ct Suite 201 San Diego, CA 92108 www.juicemedia.com LIVE BY CAMPUS 4400 Baker Rd. Minnetonka, MN 55343 www.livebycampus.com METROPOLITAN MEDIA GROUP 5001 American Blvd. W Ste 400 Bloomington, MN 55437 www.metmediagroup.com PETTERS AVIATION 4400 Baker Rd. Minnetonka, MN 55343 www.pettersgroup.com PETTERS CAPITAL Flagler Center Tower 505 S. Flagler Dr. Ste 700 West Palm Beach, FL 33401 www.pettersgroup.com PETTERS REAL ESTATE GROUP 4400 Baker Rd. Minnetonka, MN 55343 Flagler Center Tower 505 S. Flagler Dr. Ste 700 West Palm Beach, FL 33401 www.pettersrealestate.com PETTERS CONSUMER BRANDS 4400 Baker Rd. Minnetonka, MN 55343 www.pettersgroup.com

PETTERS MEDIA AND MARKETING GROUP 4400 Baker Rd. Minnetonka, MN 55343 www.pettersgroup.com PETTERS WAREHOUSE DIRECT (CORPORATE) 4400 Baker Rd. Minnetonka, MN 55343 PETTERS WAREHOUSE Mall of America North Garden Level 3 (N356) Bloomington, MN 55425 PETTERS WAREHOUSE Moundsview Square 2537 Hwy 10 West Moundsview, MN 55112 PETTERS WAREHOUSE Waite Park / St. Cloud 306 2nd Street Quad Waite Park, MN 56387 www.petterswarehouse.com POLAROID 4400 Baker Rd. Minnetonka, MN 55343 1265 Main Street Waltham, MA 02451 www.polaroid.com SONIQCAST 4400 Baker Rd. Minnetonka, MN 55343 www.soniqcast.com SPRINGWORKS 4400 Baker Rd. Minnetonka, MN 55343 www.pettersgroup.com

SYMMORPHIX 1278 Reamwood Avenue Sunnyvale, CA 94089-2233 www.symmorphix.com TAM O’SHANTER LODGE & CONFERENCE CENTER 89405 Jack Pine Trail Cornucopia, WI 54827 www.tamoshanterlodge.com TRIO MARKETING 4400 Baker Rd. Minnetonka, MN 55343 UBID 8550 W Bryn Mawr Ste 200 Chicago, IL 60631 www.ubid.com WIDEBLUE Vale of Leven Industrial Estate Dumbarton, Scotland G82 3PW www.wide-blue.com YES VIDEO 3281 Scott Blvd. Santa Clara, CA 95054 www.yesvideo.com YFLY.COM 4400 Baker Rd. Minnetonka, MN 55343 Flagler Center Tower 505 S. Flagler Dr. Ste 700 West Palm Beach, FL 33401 www.pettersgroup.com www.yfly.com Actively managed Petters Group investments.

SUN COUNTRY AIRLINES 1300 Mendoata Heights Rd

Mendota Heights, MN 55120 www.suncountry.com FA L L 2 0 0 7


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9/6/07

REALITY BYTES

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To m H a y

Tom Hay Executive Vice President of Petters Real Estate WHAT IS YOUR FAVORITE ELECTRONIC GADGET? My Blackberry

WHAT WAS THE LATEST DESTINATION ON YOUR VACATION LIST? Grand View Lodge on Gull Lake near Brainerd, MN to enjoy time with my grandchildren.

WHAT WOULD YOUR WIFE SAY IS YOUR WORST HABIT? TV Surfing

WHAT IS YOUR FAVORITE MEAL? Dry martini, escargot, Caesar salad, veal chop and baked potato

WHAT IS YOUR DREAM CAR AND WHY? ’57 Chevrolet Convertible with 225 HP and bossed carbs because it brings back memories.

WHAT IS YOUR BEST PETTERS GROUP MEMORY? Tom Petters and I shaking hands on our original agreement and how we have honored it through good and bad.

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HOW DO YOUR FRIENDS DESCRIBE YOU? Smart and lucky

IF YOU COULD DO ANYTHING FOR A JOB, WHAT WOULD IT BE? Exactly what I am doing right now!


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Petters Group Magazine Fall 2007