Form990
Click to see attachment
Department of the Treasury
Internal Revenue Service
Return of Organization Exempt From Income Tax
Under section 501(c), 527, or 4947(a)(1) of the Internal Revenue Code (except black lung benefit trust or private foundation)

MediumBullet The organization may have to use a copy of this return to satisfy state reporting requirements.
OMB No. 1545-0047
2010
Open to Public Inspection
A For the calendar year, or tax year beginning 07-01-2010 and ending 06-30-2011
BCheck if applicable:
CName of organization
SUGAR BOWL
 
Doing Business As
 
 
Number and street (or P.O. box if mail is not delivered to street address)
1500 SUGAR BOWL DRIVE
 
Room/suite
City or town, state or country, and ZIP + 4
NEW ORLEANS, LA70112
D Employer identification number

72-0272830
E Telephone number

G Gross receipts $ 16,241,093
F Name and address of principal officer:
PAUL HOOLAHAN
1500 SUGAR BOWL DRIVE
NEW ORLEANS,LA70112
I
Tax-exempt status: (   ) LeftBullet (insert no.) or
J
Website:MediumBullet
WWW.ALLSTATESUGARBOWL.ORG
H(a)
Is this a group return for
affiliates?
H(b)
Are all affiliates included?
If "No," attach a list. (see instructions)
H(c)
Group exemption number MediumBullet  
K Form of organization:
 
L Year of formation: 1935
M State of legal domicile: LA
Part I
Summary
Activities & Governance 1 Briefly describe the organization’s mission or most significant activities: CONDUCTING AMATEUR AND COLLEGIATE SPORTING EVENTS
2 Check this box MediumBullet
3 Number of voting members of the governing body (Part VI, line 1a) .... 3 24
4 Number of independent voting members of the governing body (Part VI, line 1b) .... 4 24
5 Total number of individuals employed in calendar year 2010 (Part V, line 2a) ... 5 15
6 Total number of volunteers (estimate if necessary) .... 6 124
7a Total unrelated business revenue from Part VIII, column (C), line 12 .. 7a 0
b Net unrelated business taxable income from Form 990-T, line 34 .. 7b 0
Revenues; Prior Year Current Year
8 Contributions and grants (Part VIII, line 1h) ......... 1,395,000 0
9 Program service revenue (Part VIII, line 2g) ......... 10,390,737 12,165,088
10 Investment income (Part VIII, column (A), lines 3, 4, and 7d ) .... 757,265 1,591,510
11 Other revenue (Part VIII, column (A), lines 5, 6d, 8c, 9c, 10c, and 11e) 5,075 4,775
12 Total revenue—add lines 8 through 11 (must equal Part VIII, column (A), line 12)................... 12,548,077 13,761,373
Expenses; 13 Grants and similar amounts paid (Part IX, column (A), lines 1–3 )... 6,210,056 6,638,800
14 Benefits paid to or for members (Part IX, column (A), line 4) .... 0 0
15 Salaries, other compensation, employee benefits (Part IX, column (A), lines 5–10) 1,675,860 1,931,347
16a Professional fundraising fees (Part IX, column (A), line 11e).... 0 0
b Total fundraising expenses (Part IX, column (D), line 25) MediumBullet0    
17 Other expenses (Part IX, column (A), lines 11a–11d, 11f–24f).... 4,429,676 4,490,813
18 Total expenses. Add lines 13–17 (must equal Part IX, column (A), line 25) 12,315,592 13,060,960
19 Revenue less expenses. Subtract line 18 from line 12...... 232,485 700,413
Net Assets or Fund Balances; Beginning of Current Year End of Year
20 Total assets (Part X, line 16)............ 34,647,099 38,720,389
21 Total liabilities (Part X, line 26)............ 407,150 814,873
22 Net assets or fund balances. Subtract line 21 from line 20 ..... 34,239,949 37,905,516
Part II
Signature Block
Under penalties of perjury, I declare that I have examined this return, including accompanying schedules and statements, and to the best of my knowledge and belief, it is true, correct, and complete. Declaration of preparer (other than officer) is based on all information of which preparer has any knowledge.
Sign Here
JumboBullet
Signature of officer Date
JumboBullet
Type or print name and title.
Paid Preparer's Use Only Preparer's
signatureBig Right Arrow 		Date
right pointing bullet image Preparer’s taxpayer identification number
(see instructions)
Firm’s name (or yours
if self-employed),
address, and ZIP + 4Big Right Arrow




 		EIN right pointing bullet image
Phone no. right pointing bullet image
May the IRS discuss this return with the preparer shown above? (see instructions) .........
For Privacy Act and Paperwork Reduction Act Notice, see the separate instructions.
Cat. No. 11282Y
Form 990 (2010)
Form 990 (2010)
Page 2
Part III
Statement of Program Service Accomplishments
Check if Schedule O contains a response to any question in this Part III . . . . . . . . . .
1
Briefly describe the organization’s mission: ESTABLISHED TO SEEK OUT, PROMOTE, FINANCE, SPONSOR, SCHEDULE, CONDUCT, AND OPERATE AN ANNUAL CALENDAR OF NATIONAL AND INTERNATIONAL AMATEUR AND COLLEGIATE SPORTING EVENTS IN NEW ORLEANS, LOUISIANA.
2
Did the organization undertake any significant program services during the year which were not listed on
the prior Form 990 or 990-EZ? ....................
If “Yes,” describe these new services on Schedule O.
3
Did the organization cease conducting, or make significant changes in how it conducts, any program services? ..........................
If “Yes,” describe these changes on Schedule O.
4
Describe the exempt purpose achievements for each of the organization’s three largest program services by expenses.
Section 501(c)(3) and 501(c)(4) organizations and section 4947(a)(1) trusts are required to report the amount of grants and allocations to others, the total expenses, and revenue, if any, for each program service reported.
4a (Code:   ) (Expenses $ 10,155,116 including grants of $ 6,000,000 ) (Revenue $ 12,169,863 )
THE ORGANIZATION HOSTS THE ALLSTATE SUGAR BOWL, AN ANNUAL COLLEGIATE FOOTBALL POST-SEASON BOWL GAME. THE ALLSTATE SUGAR BOWL IS ONE OF THE OLDEST BOWL GAMES IN THE COUNTRY, HOSTING ITS 77TH ANNUAL COLLEGIATE BOWL GAME ON JANUARY 4, 2011. 78,879 SPECTATORS ATTENDED THE JANUARY 4, 2011 EVENT, WITH APPROXIMATELY 84.4 PERCENT OF THE ATTENDEES COMING FROM OUTSIDE THE GREATER NEW ORLEANS METROPOLITAN AREA. THE ALLSTATE SUGAR BOWL AND RELATED FESTIVITIES PROVIDED AN ESTIMATED ECONOMIC IMPACT TO THE NEW ORLEANS AND LOUISIANA ECONOMIES OF $182.55 MILLION DURING THE 2010-2011 FISCAL YEARS.
4b (Code:   ) (Expenses $ 419,655 including grants of $ 288,800 ) (Revenue $   )
THE ORGANIZATION SPONSORS MORE THAN 20 AMATEUR SPORTING EVENTS AROUND THE GREATER NEW ORLEANS METROPOLITAN AREA. TO PROMOTE AMATEUR SPORTS IN THE AREA, THE SUGAR BOWL SUPPORTED STATE AND LOCAL ASSOCIATIONS FOR VOLLEYBALL, GOLF, REGATTA, LACROSSE, SOCCER, BASKETBALL, PREP FOOTBALL, AND TENNIS. IN ADDITION, THE ORGANIZATION SPONSORS THE MANNING AWARD, NATIONAL FOOTBALL FOUNDATION, NCAA FOOTBALL YOUTH INITATIVE, AND THE LOUISIANA HIGH SCHOOL ATHLETIC ASSOCIATION (LHSAA) EVENT AWARDS.
4c (Code:   ) (Expenses $ 100,000 including grants of $ 100,000 ) (Revenue $   )
THE SUGAR BOWL FINANCIALLY SUPPORTS LOCAL ORGANIZATIONS, SCHOOLS AND UNIVERSITIES TO PROMOTE ATHLETICS WITHIN THE COMMUNITY. SINCE THE FISCAL YEAR ENDED JUNE 30, 2006, THE ORGANIZATION HAS DONATED $700,000 TO THE FRIENDS OF CITY PARK, TO HELP RESTORE AND MAINTAIN NEW ORLEANS CITY PARK'S ATHLETICS FACILITIES LOCATED IN NEW ORLEANS, LOUISIANA.
(Code:   ) (Expenses $ 250,000 including grants of $ 250,000 ) (Revenue $   )
DONATION MADE TO THE UNIVERSITY OF ALABAMA TO PROVIDE RELIEF TO THE UNIVERSITY AND THE SURROUNDING AREA FROM THE DEVASTATING EFFECTS OF THE TORNADOES THAT THE REGIONS EXPERIENCED DURING 2011.
4d Other program services. (Describe in Schedule O.)
(Expenses $ 250,000 including grants of $ 250,000 ) (Revenue $   )
4e Total program service expensesMediumBullet$ 10,924,771
Form 990 (2010)
Form 990 (2010)
Page 3
Part IV
Checklist of Required Schedules
Yes
No
1
Is the organization described in section 501(c)(3) or 4947(a)(1) (other than a private foundation)? If “Yes,” complete Schedule AClick to see attachment.....................
1
Yes
 
2
Is the organization required to complete Schedule B, Schedule of Contributors? ........
2
 
No
3
Did the organization engage in direct or indirect political campaign activities on behalf of or in opposition to candidates for public office? If “Yes,” complete Schedule C, Part I..........
3
 
No
4
Section 501(c)(3) organizations. Did the organization engage in lobbying activities? If “Yes,” complete Schedule C,
Part II.........................
4
 
No
5
Is the organization a section 501(c)(4), 501(c)(5), or 501(c)(6) organization that receives membership dues, assessments, or similar amounts as defined in Revenue Procedure 98-19? If “Yes,” complete Schedule C, Part III........................
5
 
 
6
Did the organization maintain any donor advised funds or any similar funds or accounts where donors have the right to provide advice on the distribution or investment of amounts in such funds or accounts? If “Yes,” complete
Schedule D, Part IClick to see attachment.......................
6
 
No
7
Did the organization receive or hold a conservation easement, including easements to preserve open space,
the environment, historic land areas or historic structures? If “Yes,” complete Schedule D, Part IIClick to see attachment...
7
 
No
8
Did the organization maintain collections of works of art, historical treasures, or other similar assets? If “Yes,” complete Schedule D, Part III Click to see attachment....................
8
 
No
9
Did the organization report an amount in Part X, line 21; serve as a custodian for amounts not listed in Part X; or provide credit counseling, debt management, credit repair, or debt negotiation services? If “Yes,”
complete Schedule D, Part IVClick to see attachment...................
9
 
No
10
Did the organization, directly or through a related organization, hold assets in term, permanent,or quasi-endowments? If “Yes,” complete Schedule D, Part VClick to see attachment
10
 
No
11
If the organization’s answer to any of the following questions is ‘Yes,’ then complete Schedule D, Parts VI, VII, VIII, IX, or X as applicable:
a
Did the organization report an amount for land, buildings, and equipment in Part X, line10? If “Yes,” complete Schedule D, Part VI.Click to see attachment
11a
Yes
 
b
Did the organization report an amount for investments—other securities in Part X, line 12 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part VII.Click to see attachment
11b
 
No
c
Did the organization report an amount for investments—program related in Part X, line 13 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part VIII.Click to see attachment
11c
 
No
d
Did the organization report an amount for other assets in Part X, line 15 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part IX.Click to see attachment
11d
 
No
e
Did the organization report an amount for other liabilities in Part X, line 25? If “Yes,” complete Schedule D, Part X.Click to see attachment
11e
 
No
f
Did the organization’s separate or consolidated financial statements for the tax year include a footnote that addresses the organization’s liability for uncertain tax positions under FIN 48 (ASC 740)? If “Yes,” complete Schedule D, Part X.Click to see attachment
11f
Yes
 
12a
Did the organization obtain separate, independent audited financial statements for the tax year? If “Yes,” complete Schedule D, Parts XI, XII, and XIII Click to see attachment
12a
Yes
 
b
Was the organization included in consolidated, independent audited financial statements for the tax year? If “Yes,” and if the organization answered ‘No’ to line 12a, then completing Schedule D, Parts XI, XII, and XIII is optional Click to see attachment
12b
 
No
13
Is the organization a school described in section 170(b)(1)(A)(ii)? If “Yes,” complete Schedule E
13
 
No
14a
Did the organization maintain an office, employees, or agents outside of the United States?....
14a
 
No
b
Did the organization have aggregate revenues or expenses of more than $10,000 from grantmaking, fundraising, business, and program service activities outside the United States? If “Yes,” complete Schedule F, Part I.........
14b
 
No
15
Did the organization report on Part IX, column (A), line 3, more than $5,000 of grants or assistance to any organization or entity located outside the U.S.? If “Yes,” complete Schedule F, Part II..
15
 
No
16
Did the organization report on Part IX, column (A), line 3, more than $5,000 of aggregate grants or assistance to individuals located outside the U.S.? If “Yes,” complete Schedule F, Part III..
16
 
No
17
Did the organization report a total of more than $15,000, of expenses for professional fundraising services on Part IX, column (A), lines 6 and 11e? If “Yes,” complete Schedule G, Part I
17
 
No
18
Did the organization report more than $15,000 total of fundraising event gross income and contributions on Part VIII, lines 1c and 8a? If “Yes,” complete Schedule G, Part II..........
18
 
No
19
Did the organization report more than $15,000 of gross income from gaming activities on Part VIII, line 9a? If “Yes,” complete Schedule G, Part III...................
19
 
No
Form 990 (2010)
Form 990 (2010)
Page 4
Part IV
Checklist of Required Schedules (continued)
20a
Did the organization operate one or more hospitals? If “Yes,” complete Schedule H.....
20a
 
No
b
Did the organization attach its audited financial statement to this return? Note: All Form 990 filers that operate one or more hospitals must attach audited financial statements. .....
20b
 
 
21
Did the organization report more than $5,000 of grants and other assistance to governments and organizations in the United States on Part IX, column (A), line 1? If “Yes,” complete Schedule I, Parts I and II.. Click to see attachment
21
Yes
 
22
Did the organization report more than $5,000 of grants and other assistance to individuals in the United States on Part IX, column (A), line 2? If “Yes,” complete Schedule I, Parts I and III..... Click to see attachment
22
Yes
 
23
Did the organization answer “Yes” to Part VII, Section A, questions 3, 4, or 5, about compensation of the organization’s current and former officers, directors, trustees, key employees, and highest compensated employees? If “Yes,” complete Schedule J................ Click to see attachment
23
Yes
 
24a
Did the organization have a tax-exempt bond issue with an outstanding principal amount of more than $100,000 as of the last day of the year, that was issued after December 31, 2002? If “Yes,” answer questions 24b–24d and complete Schedule K. If “No,” go to line 25................
24a
 
No
b
Did the organization invest any proceeds of tax-exempt bonds beyond a temporary period exception?...
24b
 
 
c
Did the organization maintain an escrow account other than a refunding escrow at any time during the year
to defease any tax-exempt bonds?......................
24c
 
 
d
Did the organization act as an “on behalf of” issuer for bonds outstanding at any time during the year?...
24d
 
 
25a
Section 501(c)(3) and 501(c)(4) organizations. Did the organization engage in an excess benefit transaction with a disqualified person during the year? If “Yes,” complete Schedule L, Part I...... Click to see attachment
25a
 
No
b
Is the organization aware that it engaged in an excess benefit transaction with a disqualified person in a prior year, and that the transaction has not been reported on any of the organization’s prior Forms 990 or 990-EZ? If “Yes,” complete Schedule L, Part I................ Click to see attachment
25b
 
No
26
Was a loan to or by a current or former officer, director, trustee, key employee, highly compensated employee, or disqualified person outstanding as of the end of the organization’s tax year? If “Yes,” complete Schedule L,
Part II........................... Click to see attachment
26
 
No
27
Did the organization provide a grant or other assistance to an officer, director, trustee, key employee, substantial contributor, or a grant selection committee member, or to a person related to such an individual? If “Yes,” complete Schedule L, Part III............... Click to see attachment
27
 
No
28
Was the organization a party to a business transaction with one of the following parties? (see Schedule L, Part IV instructions for applicable filing thresholds, conditions, and exceptions):
a
A current or former officer, director, trustee, or key employee? If “Yes,” complete Schedule L, Part IV ......................... Click to see attachment
28a
Yes
 
b
A family member of a current or former officer, director, trustee, or key employee? If “Yes,”
complete Schedule L, Part IV................... Click to see attachment
28b
 
No
c
An entity of which a current or former officer, director, trustee, or key employee (or a family member thereof) was an officer, director, trustee, or owner? If “Yes,” complete Schedule L, Part IV.. Click to see attachment
28c
 
No
29
Did the organization receive more than $25,000 in non-cash contributions? If “Yes,” complete Schedule M
29
 
No
30
Did the organization receive contributions of art, historical treasures, or other similar assets, or qualified conservation contributions? If “Yes,” complete Schedule M............
30
 
No
31
Did the organization liquidate, terminate, or dissolve and cease operations? If “Yes,” complete Schedule N,
Part I...........................
31
 
No
32
Did the organization sell, exchange, dispose of, or transfer more than 25% of its net assets? If “Yes,” complete Schedule N, Part II.......................
32
 
No
33
Did the organization own 100% of an entity disregarded as separate from the organization under Regulations sections 301.7701-2 and 301.7701-3? If “Yes,” complete Schedule R, Part I........
33
 
No
34
Was the organization related to any tax-exempt or taxable entity? If “Yes,” complete Schedule R, Parts II, III, IV, and V, line 1.....................
34
 
No
35
Is any related organization a controlled entity within the meaning of section 512(b)(13)? .....
35
 
No
a
Did the organization receive any payment from or engage in any transaction with a controlled entity within the meaning of section 512(b)(13)? If “Yes,” complete Schedule R, Part V, line 2...
36
Section 501(c)(3) organizations. Did the organization make any transfers to an exempt non-charitable related organization? If “Yes,” complete Schedule R, Part V, line 2...........
36
 
No
37
Did the organization conduct more than 5% of its activities through an entity that is not a related organization and that is treated as a partnership for federal income tax purposes? If “Yes,” complete Schedule R, Part VI
37
 
No
38
Did the organization complete Schedule O and provide explanations in Schedule O for Part VI, lines 11 and 19? Note. All Form 990 filers are required to complete Schedule O. ............
38
Yes
 
Form 990 (2010)
Form 990 (2010)
Page 5
Part V
Statements Regarding Other IRS Filings and Tax Compliance
Check if Schedule O contains a response to any question in this Part V . . . . . . . . . .
Yes
No
1a
Enter the number reported in Box 3 of Form 1096. Enter -0- if not applicable. .......
1a
56
b
Enter the number of Forms W-2G included in line 1a. Enter -0- if not applicable.
1b
0
c
Did the organization comply with backup withholding rules for reportable payments to vendors and reportable gaming (gambling) winnings to prize winners? ..................
1c
Yes
 
2a
Enter the number of employees reported on Form W-3, Transmittal of Wage and Tax Statements filed for the calendar year ending with or within the year covered by this return .....................
2a
15
b
If at least one is reported on line 2a, did the organization file all required federal employment tax returns?

Note. If the sum of lines 1a and 2a is greater than 250, you may be required to e-file. (see instructions)
2b
Yes
 
3a
Did the organization have unrelated business gross income of $1,000 or more during the year?.............................
3a
 
No
b
If “Yes,” has it filed a Form 990-T for this year? If “No,” provide an explanation in Schedule O.....
3b
 
 
4a
At any time during the calendar year, did the organization have an interest in, or a signature or other authority over, a financial account in a foreign country (such as a bank account or securities account)?.......................
4a
Yes
 
b
If "Yes," enter the name of the foreign country: MediumBulletBD
See instructions for filing requirements for Form TD F 90-22.1, Report of Foreign Bank and Financial Accounts.
5a
Was the organization a party to a prohibited tax shelter transaction at any time during the tax year?..
5a
 
No
b
Did any taxable party notify the organization that it was or is a party to a prohibited tax shelter transaction?
5b
 
No
c
If “Yes” to line 5a or 5b, did the organization file Form 8886-T? ........
5c
 
 
6a
Does the organization have annual gross receipts that are normally greater than $100,000, and did the organization solicit any contributions that were not tax deductible?..........
6a
 
No
b
If “Yes,” did the organization include with every solicitation an express statement that such contributions or gifts were not tax deductible?........................
6b
 
 
7
Organizations that may receive deductible contributions under section 170(c).
a
Did the organization receive a payment in excess of $75 made partly as a contribution and partly for goods and services provided to the payor?....................
7a
 
No
b
If “Yes,” did the organization notify the donor of the value of the goods or services provided?.....
7b
 
 
c
Did the organization sell, exchange, or otherwise dispose of tangible personal property for which it was required to file Form 8282?...........................
7c
 
No
d
If “Yes,” indicate the number of Forms 8282 filed during the year ....
7d
 
e
Did the organization receive any funds, directly or indirectly, to pay premiums on a personal benefit contract?..........................
7e
 
No
f
Did the organization, during the year, pay premiums, directly or indirectly, on a personal benefit contract?..
7f
 
No
g
If the organization received a contribution of qualified intellectual property, did the organization file Form 8899 as required?...................
7g
 
 
h
If the organization received a contribution of cars, boats, airplanes, or other vehicles, did the organization file a Form 1098-C?...............
7h
 
 
8
Sponsoring organizations maintaining donor advised funds and section 509(a)(3) supporting organizations. Did the supporting organization, or a donor advised fund maintained by a sponsoring organization, have excess business holdings at any time during the year?................
8
 
 
9
Sponsoring organizations maintaining donor advised funds.
a
Did the organization make any taxable distributions under section 4966?.........
9a
 
 
b
Did the organization make a distribution to a donor, donor advisor, or related person?......
9b
 
 
10
Section 501(c)(7) organizations. Enter:
a
Initiation fees and capital contributions included on Part VIII, line 12 ...
10a
 
b
Gross receipts, included on Form 990, Part VIII, line 12, for public use of club facilities
10b
 
11
Section 501(c)(12) organizations. Enter:
a
Gross income from members or shareholders .........
11a
 
b
Gross income from other sources (Do not net amounts due or paid to other sources against amounts due or received from them.) ........
11b
 
12a
Section 4947(a)(1) non-exempt charitable trusts. Is the organization filing Form 990 in lieu of Form 1041?
12a
 
 
b
If “Yes,” enter the amount of tax-exempt interest received or accrued during the year.
12b
 
13
Section 501(c)(29) qualified nonprofit health insurance issuers.
a
Is the organization licensed to issue qualified health plans in more than one state?
Note. All 501(c)(29) organizations must list in Schedule O each state in which they are licensed to issue qualified health plans, the amount of reserves required by each state, and the amount of reserves the organization allocated to each state.
13a
 
 
b
Enter the aggregate amount of reserves the organization is required to maintain by the states in which the organization is licensed to issue qualified health plans.
13b
 
c
Enter the aggregate amount of reserves on hand.
13c
 
14a
Did the organization receive any payments for indoor tanning services during the tax year?.....
14a
 
 
b
If "Yes," has it filed a Form 720 to report these payments? If “No,” provide an explanation in Schedule O..
14b
 
 
Form 990 (2010)
Form 990 (2010)
Page 6
Part VI
Governance, Management, and Disclosure For each “Yes” response to lines 2 through 7b below, and for a “No” response to lines 8a, 8b, or 10b below, describe the circumstances, processes, or changes in Schedule O. See instructions.
Check if Schedule O contains a response to any question in this Part VI . . . . . . . . . .
Section A. Governing Body and Management
Yes
No
1a
Enter the number of voting members of the governing body at the end of the tax year ..............
1a
24
b
Enter the number of voting members included in line 1a, above, who are independent .................
1b
24
2
Did any officer, director, trustee, or key employee have a family relationship or a business relationship with any other officer, director, trustee, or key employee? .................
2
Yes
 
3
Did the organization delegate control over management duties customarily performed by or under the direct supervision of officers, directors or trustees, or key employees to a management company or other person? ..
3
 
No
4
Did the organization make any significant changes to its governing documents since the prior Form 990 was filed?
4
 
No
5
Did the organization become aware during the year of a significant diversion of the organization’s assets? .
5
 
No
6
Does the organization have members or stockholders? ................
6
Yes
 
7a
Does the organization have members, stockholders, or other persons who may elect one or more members of the governing body? .........................
7a
Yes
 
b
Are any decisions of the governing body subject to approval by members, stockholders, or other persons? ..
7b
Yes
 
8
Did the organization contemporaneously document the meetings held or written actions undertaken during the year by the following:
a
The governing body? .........................
8a
Yes
 
b
Each committee with authority to act on behalf of the governing body? ............
8b
Yes
 
9
Is there any officer, director, trustee, or key employee listed in Part VII, Section A, who cannot be reached at the organization’s mailing address? If “Yes,” provide the names and addresses in Schedule O .....
9
 
No
Section B. Policies (This Section B requests information about policies not required by the Internal
Revenue Code.)
Yes
No
10a
Does the organization have local chapters, branches, or affiliates? ............
10a
 
No
b
If “Yes,” does the organization have written policies and procedures governing the activities of such chapters, affiliates, and branches to ensure their operations are consistent with those of the organization? ....
10b
 
 
11a
Has the organization provided a copy of this Form 990 to all members of its governing body before filing the form?
11a
Yes
 
b
Describe in Schedule O the process, if any, used by the organization to review the Form 990. .....
12a
Does the organization have a written conflict of interest policy? If “No,” go to line 13.......
12a
Yes
 
b
Are officers, directors or trustees, and key employees required to disclose annually interests that could give rise to conflicts? ...........................
12b
Yes
 
c
Does the organization regularly and consistently monitor and enforce compliance with the policy? If “Yes,” describe in Schedule O how this is done ....................
12c
Yes
 
13
Does the organization have a written whistleblower policy? ...............
13
Yes
 
14
Does the organization have a written document retention and destruction policy? .........
14
Yes
 
15
Did the process for determining compensation of the following persons include a review and approval by independent persons, comparability data, and contemporaneous substantiation of the deliberation and decision?
a
The organization’s CEO, Executive Director, or top management official ...........
15a
Yes
 
b
Other officers or key employees of the organization ................
15b
Yes
 
If "Yes" to line a or b, describe the process in Schedule O. (See instructions.)
16a
Did the organization invest in, contribute assets to, or participate in a joint venture or similar arrangement with a taxable entity during the year? ......................
16a
 
No
b
If “Yes,” has the organization adopted a written policy or procedure requiring the organization to evaluate its participation in joint venture arrangements under applicable federal tax law, and taken steps to safeguard the organization’s exempt status with respect to such arrangements? ............
16b
 
 
Section C. Disclosure
17
List the States with which a copy of this Form 990 is required to be filedMediumBullet
LA
18
Section 6104 requires an organization to make its Form 1023 (or 1024 if applicable), 990, and 990-T (501(c)(3)s only) available for public inspection. Indicate how you make these available. Check all that apply.
19
Describe in Schedule O whether (and if so, how), the organization makes its governing documents, conflict of interest policy, and financial statements available to the public.
20
State the name, physical address, and telephone number of the person who possesses the books and records of the organization: MediumBullet
THE ORGANIZATION
1500 SUGAR BOWL DRIVE
NEW ORLEANS,LA70112
(504) 828-2440
Form 990 (2010)
Form 990 (2010)
Page 7
Part VII
Compensation of Officers, Directors,Trustees, Key Employees, Highest Compensated Employees, and Independent Contractors
Check if Schedule O contains a response to any question in this Part VII . . . . . . . . . .
Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees
1a Complete this table for all persons required to be listed. Report compensation for the calendar year ending with or within the organization’s tax year.
RoundBullet List all of the organization’s current officers, directors, trustees (whether individuals or organizations), regardless of amount
of compensation, and current key employees. Enter -0- in columns (D), (E), and (F) if no compensation was paid.

RoundBullet List all of the organization’s current key employees, if any. See instructions for definition of "key employee."
RoundBullet List the organization’s five current highest compensated employees (other than an officer, director, trustee or key employee)
who received reportable compensation (Box 5 of Form W-2 and/or Box 7 of Form 1099-MISC) of more than $100,000 from the
organization and any related organizations.

RoundBullet List all of the organization’s former officers, key employees, or highest compensated employees who received more than $100,000
of reportable compensation from the organization and any related organizations.

RoundBullet List all of the organization’s former directors or trustees that received, in the capacity as a former director or trustee of the
organization, more than $10,000 of reportable compensation from the organization and any related organizations.

List persons in the following order: individual trustees or directors; institutional trustees; officers; key employees; highest
compensated employees; and former such persons.
Check this box if neither the organization nor any related organizations compensated any current or former officer, director, or trustee.
(A)
Name and Title 		(B)
Average hours per week (describe hours for related organizations in Schedule O) 		(C)
Position (check all that apply) 		(D)
Reportable compensation from the organization (W- 2/1099-MISC) 		(E)
Reportable compensation from related organizations (W- 2/1099-MISC) 		(F)
Estimated amount of other compensation from the organization and related organizations
Individual Trustee or Director; Institutional Trustee; Officer; Key Employee; Highest compensated employee; Former;
(1) PAUL J HOOLAHAN
CHIEF EXECUTIVE OFFICER
 55.00     X       537,114 0 97,472
(2) JEFF HUNDLEY
CHIEF OPERATING OFFICER
 55.00       X     331,651 0 68,117
(3) KATHY GASPARD
DIRECTOR OF BUSINESS OPERA
 40.00         X   121,021 0 33,174
(4) DAVID B MELIUS
PRESIDENT
 10.00 X   X       0 0 0
(5) LANCE AFRICK
PRESIDENT-ELECT
 5.00 X   X       0 0 0
(6) JACK LABORDE
VICE PRESIDENT
 5.00 X   X       0 0 0
(7) JOHN JAY BATT
TREASURER
 5.00 X   X       0 0 0
(8) DENNIS WALDRON
SECRETARY
 5.00 X   X       0 0 0
(9) RONALD V BURNS SR
EXEC. COMMITTEE CHAIRMAN
 5.00 X   X       0 0 0
(10) TERRY ALARCON
BOARD MEMBER
 .50 X           0 0 0
(11) JOHN BUSENLENER
BOARD MEMBER
 .50 X           0 0 0
(12) RILEY BUSENLENER
BOARD MEMBER
 .50 X           0 0 0
(13) STANLEY COHN
BOARD MEMBER
 .50 X           0 0 0
(14) P KEITH DAIGLE
BOARD MEMBER
 .50 X           0 0 0
(15) LLOYD FRISCHHERTZ
BOARD MEMBER
 .50 X           0 0 0
(16) MICHELLE GAIENNIE
BOARD MEMBER
 .50 X           0 0 0
(17) OSCAR GWIN III
BOARD MEMBER
 .50 X           0 0 0
Form 990 (2010)
Form 990 (2010)
Page 8
Part VII
Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees (continued)
(A)
Name and Title 		(B)
Average hours per week (describe hours for related organizations in Schedule O) 		(C)
Position (check all that apply) 		(D)
Reportable compensation from the organization (W- 2/1099-MISC) 		(E)
Reportable compensation from related organizations (W- 2/1099-MISC) 		(F)
Estimated amount of other compensation from the organization and related organizations
Individual Trustee or Director; Institutional Trustee; Officer; Key Employee; Highest compensated employee; Former;
(18) RAYMOND JEANDRON JR
BOARD MEMBER
 .50 X           0 0 0
(19) WILLIAM J KEARNEY III
BOARD MEMBER
 .50 X           0 0 0
(20) JAMES LANDIS
BOARD MEMBER
 .50 X           0 0 0
(21) G CHARLES LAPEYRE
BOARD MEMBER
 .50 X           0 0 0
(22) CONRAD MEYER IV
BOARD MEMBER
 .50 X           0 0 0
(23) WARREN MONTGOMERY
BOARD MEMBER
 .50 X           0 0 0
(24) J LEE MOSS
BOARD MEMBER
 .50 X           0 0 0
(25) MIKE READ
BOARD MEMBER
 .50 X           0 0 0
(26) MARK ROMIG
BOARD MEMBER
 .50 X           0 0 0
(27) RICHARD R SMITH
BOARD MEMBER
 .50 X           0 0 0






1b Sub-Total................MediumBullet
c Total from continuation sheets to Part VII, Section A....MediumBullet
d Total (add lines 1b and 1c)............MediumBullet 989,786 0 198,763
2
Total number of individuals (including but not limited to those listed above) who received more than $100,000 in reportable compensation from the organizationMediumBullet3
Yes
No
3
Did the organization list any former officer, director or trustee, key employee, or highest compensated employee on line 1a? If “Yes,” complete Schedule J for such individual .............
3
 
No
4
For any individual listed on line 1a, is the sum of reportable compensation and other compensation from the organization and related organizations greater than $150,000? If “Yes,” complete Schedule J for such individual...........................
4
Yes
 
5
Did any person listed on line 1a receive or accrue compensation from any unrelated organization or individual for services rendered to the organization? If “Yes,” complete Schedule J for such person .....
5
 
No
Section B. Independent Contractors
1
Complete this table for your five highest compensated independent contractors that received more than $100,000 of compensation from the organization.
(A)
Name and business address 		(B)
Description of services 		(C)
Compensation
ROY KIESEL FORD DOODY & THURMAN APLC
9100 BLUEBONNET CENTRE BLVD
BATON ROUGE,LA70809 		LEGAL 217,577
DESTINATION MANAGEMENT INC
4220 HOWARD AVENUE
NEW ORLEANS,LA70125 		TRANSPORTATION 137,367
2
Total number of independent contractors (including but not limited to those listed above) who received more than $100,000 in compensation from the organization MediumBullet2
Form 990 (2010)
Form 990 (2010)
Page 9
Part VIII
Statement of Revenue
(A)
Total revenue 		(B)
Related or
exempt
function
revenue 		(C)
Unrelated
business
revenue 		(D)
Revenue
excluded from
tax under sections
512, 513, or 514
Contributions, gifts, grants and other similar amounts 1a Federated campaigns..1a  
b Membership dues....1b  
c Fundraising events....1c  
d Related organizations...1d  
e Government grants (contributions)1e  
f All other contributions, gifts, grants, and
similar amounts not included above1f 		 
g Noncash contributions included in lines 1a-1f:$  
h Total. Add lines 1a-1f.......MediumBullet  
Program Service Revenue Business Code
2a FOOTBALL TICKET SALES 711,210 9,948,910 9,948,910    
b SPONSORSHIP - SUGAR BO 541,800 1,277,515 1,277,515    
c LICENSING - SUGAR BOWL 711,300 579,044 579,044    
d HOTEL/MOTEL COMMISSION 711,300 166,694 166,694    
e HERITAGE FESTIVALS - S 711,300 117,810 117,810    
f All other program service revenue . 75,115 75,115    
g Total. Add lines 2a–2f........MediumBullet 12,165,088
Other Revenue 3 Investment income (including dividends, interest
and other similar amounts).....MediumBullet 673,726     673,726
4 Income from investment of tax-exempt bond proceeds..MediumBullet        
5 Royalties............MediumBullet        
(i) Real (ii) Personal
6a Gross Rents    
b Less: rental expenses    
c Rental income or (loss)    
d Net rental income or (loss).......MediumBullet        
(i) Securities (ii) Other
7a Gross amount from sales of assets other than inventory 3,397,504  
b Less: cost or other basis and sales expenses 2,479,720  
c Gain or (loss) 917,784  
d Net gain or (loss)..........MediumBullet 917,784     917,784
8a Gross income from fundraising events (not including
$  
of contributions reported on line 1c). See Part IV, line 18 ...
a  
b Less: direct expenses ...b  
c Net income or (loss) from fundraising events..MediumBullet      
9a Gross income from gaming activities.
See Part IV, line 19 ...
a  
b Less: direct expenses ...b  
c Net income or (loss) from gaming activities...MediumBullet        
10a Gross sales of inventory, less
returns and allowances .
a  
b Less: cost of goods sold ..b  
c Net income or (loss) from sales of inventory..MediumBullet        
Miscellaneous Revenue Business Code
11a MISCELLANEOUS 900,099 4,775 4,775    
b            
c            
d All other revenue ....        
e Total. Add lines 11a–11d ......MediumBullet 4,775
12 Total revenue. See Instructions....MediumBullet 13,761,373 12,169,863 0 1,591,510
Form 990 (2010)
Form 990 (2010)
Page 10
Part IX
Statement of Functional Expenses
Section 501(c)(3) and 501(c)(4) organizations must complete all columns. All other organizations must complete column (A) but are not required to complete columns (B), (C), and (D).
Do not include amounts reported on lines 6b,
7b, 8b, 9b, and 10b of Part VIII. 		(A)
Total expenses 		(B)
Program service expenses 		(C)
Management and general expenses 		(D)
Fundraising expenses
1 Grants and other assistance to governments and organizations in the U.S. See Part IV, line 21 6,598,800 6,598,800
2 Grants and other assistance to individuals in the U.S. See Part IV, line 22 40,000 40,000
3 Grants and other assistance to governments, organizations, and individuals outside the U.S. See Part IV, lines 15 and 16    
4 Benefits paid to or for members    
5 Compensation of current officers, directors, trustees, and key employees .... 937,162 749,730 187,432  
6 Compensation not included above, to disqualified persons (as defined under section 4958(f)(1)) and persons described in section 4958(c)(3)(B) ....        
7 Other salaries and wages 565,166 54,661 510,505  
8 Pension plan contributions (include section 401(k) and section 403(b) employer contributions) ....        
9 Other employee benefits ....... 429,019   429,019  
10 Payroll taxes ...........        
11 Fees for services (non-employees):        
a Management ......        
b Legal ......... 334,966   334,966  
c Accounting ........... 87,452   87,452  
d Lobbying ...........        
e Professional fundraising. See Part IV, line 17..    
f Investment management fees ...... 11,276   11,276  
g Other .......... 10,000   10,000  
12 Advertising and promotion ....        
13 Office expenses ....... 84,498   84,498  
14 Information technology ...... 32,376   32,376  
15 Royalties ..        
16 Occupancy ........... 98,587   98,587  
17 Travel ............ 24,969   24,969  
18 Payments of travel or entertainment expenses for any federal, state, or local public officials ......        
19 Conferences, conventions, and meetings .... 125,282 125,282    
20 Interest ...........        
21 Payments to affiliates .......        
22 Depreciation, depletion, and amortization ..... 125,212   125,212  
23 Insurance .............. 48,480 14,000 34,480  
24 Other expenses. Itemize expenses not covered above. (Expenses grouped together and labeled miscellaneous may not exceed 5% of total expenses shown on line 25 below.)
a SUGAR BOWL ANNUAL CLASS 3,072,477 3,072,477    
b ANCILLARY AMATEUR SPORT 130,855 130,855    
c UNIFORMS 108,097 108,097    
d SPORTS HALL OF FAME AWA 25,504 25,504    
e DUES & SUBSCRIPTIONS 6,805 5,365 1,440  
f All other expenses 163,977   163,977  
25 Total functional expenses. Add lines 1 through 24f 13,060,960 10,924,771 2,136,189 0
26 Joint costs. Check here MediumBullet if following
SOP 98-2 (ASC 958-720). Complete this line only if the organization reported in column (B) joint costs from a combined educational campaign and fundraising solicitation 		       
Form 990 (2010)
Form 990 (2010)
Page 11
Part X Balance Sheet
(A)
Beginning of year 		(B)
End of year
Assets 1 Cash—non-interest-bearing ..........   1  
2 Savings and temporary cash investments ....... 12,477,709 2 8,354,201
3 Pledges and grants receivable, net .........   3  
4 Accounts receivable, net ......... 242,161 4 308,620
5 Receivables from current and former officers, directors, trustees, key employees, and highest compensated employees. Complete Part II of
Schedule L ..........   5  
6 Receivables from other disqualified persons (as defined under section 4958(f)(1)) and persons described in section 4958(c)(3)(B). Complete Part II of
Schedule L ..........   6  
7 Notes and loans receivable, net .............   7  
8 Inventories for sale or use ..............   8  
9 Prepaid expenses and deferred charges ............ 49,897 9 84,904
10a Land, buildings, and equipment: cost or other basis. Complete Part VI of Schedule D 10a 1,297,309
b Less: accumulated depreciation. ..... 10b 388,956 982,985 10c 908,353
11 Investments—publicly traded securities .......... 20,815,609 11 29,000,750
12 Investments—other securities. See Part IV, line 11 ......   12  
13 Investments—program-related. See Part IV, line 11 ..   13  
14 Intangible assets .........   14  
15 Other assets. See Part IV, line 11 ........... 78,738 15 63,561
16 Total assets. Add lines 1 through 15 (must equal line 34)... 34,647,099 16 38,720,389
Liabilities 17 Accounts payable and accrued expenses . 407,150 17 477,791
18 Grants payable ..........   18  
19 Deferred revenue ..........   19 337,082
20 Tax-exempt bond liabilities ..........   20  
21 Escrow or custodial account liability. Complete Part IV of Schedule D..   21  
22 Payables to current and former officers, directors, trustees, key
employees, highest compensated employees, and disqualified
persons. Complete Part II of Schedule L..........   22  
23 Secured mortgages and notes payable to unrelated third parties ..   23  
24 Unsecured notes and loans payable to unrelated third parties ....   24  
25 Other liabilities. Complete Part X of Schedule D.....   25  
26 Total liabilities. Add lines 17 through 25..... 407,150 26 814,873
Net Assets or Fund Balance Organizations that follow SFAS 117, check here MediumBullet and complete lines 27 through 29, and lines 33 and 34.
27 Unrestricted net assets ..... 34,239,949 27 37,905,516
28 Temporarily restricted net assets .....   28  
29 Permanently restricted net assets .....   29  
Organizations that do not follow SFAS 117, check here MediumBullet and complete lines 30 through 34.
30 Capital stock or trust principal, or current funds .....   30  
31 Paid-in or capital surplus, or land, building or equipment fund .....   31  
32 Retained earnings, endowment, accumulated income, or other funds   32  
33 Total net assets or fund balances ..... 34,239,949 33 37,905,516
34 Total liabilities and net assets/fund balances ..... 34,647,099 34 38,720,389
Form 990 (2010)
Form 990 (2010)
Page 12
Part XI
Reconcilliation of Net Assets
Check if Schedule O contains a response to any question in this Part XI . . . . . . . . . .
1
Total revenue (must equal Part VIII, column (A), line 12) . . .
1
13,761,373
2
Total expenses (must equal Part IX, column (A), line 25) . . . . .
2
13,060,960
3
Revenue less expenses. Subtract line 2 from line 1 . . . .
3
700,413
4
Net assets or fund balances at beginning of year (must equal Part X, line 33, column (A)) . .
4
34,239,949
5
Other changes in net assets or fund balances (explain in Schedule O) . . . .
5
2,965,154
6
Net assets or fund balances at end of year. Combine lines 3, 4, and 5 (must equal Part X, line 33, column (B)) . . . . . .
6
37,905,516
Part XII
Financial Statements and Reporting
Check if Schedule O contains a response to any question in this Part XII . . . . . . . . . .
Yes
No
1
Accounting method used to prepare the Form 990:  
If the organization changed its method of accounting from a prior year or checked "Other," explain in
Schedule O.
2a
Were the organization’s financial statements compiled or reviewed by an independent accountant?..
2a
 
No
b
Were the organization’s financial statements audited by an independent accountant?........
2b
Yes
 
c
If “Yes,” to 2a or 2b, does the organization have a committee that assumes responsibility for oversight of the audit, review, or compilation of its financial statements and selection of an independent accountant?
If the organization changed either its oversight process or selection process during the tax year, explain in Schedule O............................
2c
Yes
 
d
If “Yes” to line 2a or 2b, check a box below to indicate whether the financial statements for the year were issued on a separate basis, consolidated basis, or both:
3a
As a result of a federal award, was the organization required to undergo an audit or audits as set forth in the Single Audit Act and OMB Circular A-133? ................
3a
 
No
b
If “Yes,” did the organization undergo the required audit or audits? If the organization did not undergo the required audit or audits, explain why in Schedule O and describe any steps taken to undergo such audits. ..
3b
 
 
Form 990 (2010)
Additional Data


Software ID:  
Software Version:  
Form 990, Special Condition Description:
Special Condition Description
SCHEDULE A
(Form 990 or 990EZ)

Department of the Treasury
Internal Revenue Service
Public Charity Status and Public Support

Complete if the organization is a section 501(c)(3) organization or a section
4947(a)(1) nonexempt charitable trust.
right arrow Attach to Form 990 or Form 990-EZ. right arrow See separate instructions.
OMB No. 1545-0047
2010
Open to Public
Inspection
Name of the organization
SUGAR BOWL
 
Employer identification number

72-0272830
Part I
Reason for Public Charity Status (All organizations must complete this part.) See instructions
The organization is not a private foundation because it is: (For lines 1 through 11, check only one box.)
1
2
3
4
5
section 170(b)(1)(A)(iv). (Complete Part II.)
6
7
8
9
receipts from activities related to its exempt functions—subject to certain exceptions, and (2) no more than 331/3% of
its support from gross investment income and unrelated business taxable income (less section 511 tax) from businesses
acquired by the organization after June 30, 1975. See section 509(a)(2). (Complete Part III.)
10
11
e
f
g
(i) a person who directly or indirectly controls, either alone or together with persons described in (ii)
Yes
No
and (iii) below, the governing body of the the supported organization? ................
11g(i)
 
 
(ii) a family member of a person described in (i) above? ......................
11g(ii)
 
 
(iii) a 35% controlled entity of a person described in (i) or (ii) above? ................
11g(iii)
 
 
h
(i)
Name of supported organization 		(ii)
EIN 		(iii)
Type of organization (described on lines 1- 9 above or IRC section (see instructions)) 		(iv)
Is the organization in col. (i) listed in your governing document? 		(v)
Did you notify the organization in col. (i) of your support? 		(vi)
Is the organization in col. (i) organized in the U.S.? 		(vii)
Amount of support?
Yes No Yes No Yes No
Total                  

For Paperwork Reduction Act Notice, see the Instructions for Form 990.
Cat. No. 11285F
Schedule A (Form 990 or 990-EZ) 2010
Schedule A (Form 990 or 990-EZ) 2010
Page 2
Part II
Support Schedule for Organizations Described in IRC 170(b)(1)(A)(iv) and 170(b)(1)(A)(vi)
(Complete only if you checked the box on line 5, 7, or 8 of Part I or if the organization failed to qualify under Part III. If the organization fails to qualify under the tests listed below, please complete Part III.)
Section A. Public Support
Calendar year(or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
1 Gifts, grants, contributions, and membership fees received. (Do not include any "unusual grants.") ....            
2 Tax revenues levied for the organization's benefit and either paid to or expended on its behalf.......            
3 The value of services or facilities furnished by a governmental unit to the organization without charge..            
4 Total. Add lines 1 through 3..            
5 The portion of total contributions by each person (other than a governmental unit or publicly supported organization) included on line 1 that exceeds 2% of the amount shown on line 11, column (f)..            
6 Public Support. Subtract line 5 from line 4.            
Section B. Total Support
Calendar year(or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
7 Amounts from line 4..            
8 Gross income from interest, dividends, payments received on securities loans, rents, royalties and income from similar sources..            
9 Net income from unrelated business activities, whether or not the business is regularly carried on..            
10 Other income. (Explain in Part IV.) Do not include gain or loss from the sale of capital assets..            
11 Total support (Add lines 7 through 10).            
12
12
 
13
Section C. Computation of Public Support Percentage
14
14
 
15
15
 
16a
b
17a
b
18
Schedule A (Form 990 or 990-EZ) 2010
Schedule A (Form 990 or 990-EZ) 2010
Page 3
Part III
Support Schedule for Organizations Described in IRC 509(a)(2)
(Complete only if you checked the box on line 9 of Part I or if the organization failed to qualify under Part II. If the organization fails to qualify under the tests listed below, please complete Part II.)
Section A. Public Support
Calendar year(or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
1 Gifts, grants, contributions, and membership fees received. (Do not include any "unusual grants.") . 1,053,539 3,000,000 1,395,000 1,395,000   6,843,539
2 Gross receipts from admissions, merchandise sold or services performed, or facilities furnished in any activity that is related to the organization's tax-exempt purpose...... 10,471,892 29,765,932 10,288,261 10,350,737 12,165,088 73,041,910
3 Gross receipts from activities that are not an unrelated trade or business under section 513..            
4 Tax revenues levied for the organization's benefit and either paid to or expended on its behalf...            
5 The value of services or facilities furnished by a governmental unit to the organization without charge..            
6 Total. Add lines 1 through 5. 11,525,431 32,765,932 11,683,261 11,745,737 12,165,088 79,885,449
7a Amounts included on lines 1, 2, and 3 received from disqualified persons...           0
b Amounts included on lines 2 and 3 received from other than disqualified persons that exceed the greater of $5,000 or 1% of the amount on line 13 for the year. 487,710 603,877 389,223 380,293 471,564 2,332,667
c Add lines 7a and 7b.. 487,710 603,877 389,223 380,293 471,564 2,332,667
8 Public Support (Subtract line 7c from line 6.)           77,552,782
Section B. Total Support
Calendar year (or fiscal year beginning in) (a) 2006 (b) 2007 (c) 2008 (d) 2009 (e) 2010 (f) Total
9 Amounts from line 6... 11,525,431 32,765,932 11,683,261 11,745,737 12,165,088 79,885,449
10a Gross income from interest, dividends, payments received on securities loans, rents, royalties and income from similar sources.. 817,350 1,136,387 1,044,547 889,399 673,726 4,561,409
b Unrelated business taxable income (less section 511 taxes) from businesses acquired after June 30, 1975.            
c Add lines 10a and 10b. 817,350 1,136,387 1,044,547 889,399 673,726 4,561,409
11 Net income from unrelated business activities not included in line 10b, whether or not the business is regularly carried on. 21,500 -7,566 1,007 9,428   24,369
12 Other income. Do not include gain or loss from the sale of capital assets (Explain in Part IV.)   47,519 28,463 5,075 4,775 85,832
13 Total support (Add lines 9, 10c, 11 and 12.). 12,364,281 33,942,272 12,757,278 12,649,639 12,843,589 84,557,059
14
Section C. Computation of Public Support Percentage
15
15
91.720 %
16
16
90.720 %
Section D. Computation of Investment Income Percentage
17
17
5.390 %
18
18
5.430 %
19a
b
20
Schedule A (Form 990 or 990-EZ) 2010
Schedule A (Form 990 or 990-EZ) 2010
Page 4
Part IV
Supplemental Information. Supplemental Information. Complete this part to provide the explanation required by Part II, line 10; Part II, line 17a or 17b; or Part III, line 12. Also complete this part for any additional information. (See instructions).
Facts And Circumstances Test
 
Explanation
SCHEDULE A, PART II, LINE 12, EXPLANATION OF OTHER INCOME: MISC. INCOME
 
 
 
Schedule A (Form 990 or 990-EZ) 2010

Additional Data


Software ID:  
Software Version:  
SCHEDULE D
(Form 990)
Department of the Treasury
Internal Revenue Service
Supplemental Financial Statements
SchDMd Bullet Complete if the organization answered "Yes," to Form 990,
Part IV, line 6, 7, 8, 9, 10, 11, or 12.
SchDMd Bullet Attach to Form 990. SchDMd Bullet See separate instructions.
OMB No. 1545-0047
2010
Open to Public Inspection
Name of the organization
SUGAR BOWL
 
Employer identification number

72-0272830
Part I
Organizations Maintaining Donor Advised Funds or Other Similar Funds or Accounts. Complete if the organization answered "Yes" to Form 990, Part IV, line 6.
(a) Donor advised funds (b) Funds and other accounts
1 Total number at end of year .......    
2 Aggregate contributions to (during year) ...    
3 Aggregate grants from (during year) ...    
4 Aggregate value at end of year .......    
5
Did the organization inform all donors and donor advisors in writing that the assets held in donor advised
funds are the organization's property, subject to the organization's exclusive legal control? ............
6
Did the organization inform all grantees, donors, and donor advisors in writing that grant funds may be
used only for charitable purposes and not for the benefit of the donor or donor advisor, or for any other purpose conferring impermissible private benefit. ...................................
Part II
Conservation Easements. Complete if the organization answered "Yes" to Form 990, Part IV, line 7.
1
Purpose(s) of conservation easements held by the organization (check all that apply).
2
Complete lines 2a–2d if the organization held a qualified conservation contribution in the form of a conservation easement on the last day of the tax year.
Held at the End of the Year
a Total number of conservation easements ....................... 2a  
b Total acreage restricted by conservation easements .................. 2b  
c Number of conservation easements on a certified historic structure included in (a) ..... 2c  
d Number of conservation easements included in (c) acquired after 8/17/06 ........ 2d  
3
Number of conservation easements modified, transferred, released, extinguished, or terminated by the organization during
the taxable year SchDMd Bullet  
4
Number of states where property subject to conservation easement is located SchDMd Bullet  
5
Does the organization have a written policy regarding the periodic monitoring, inspection, handling of violations, and
enforcement of the conservation easements it holds? .............................
6
Staff and volunteer hours devoted to monitoring, inspecting and enforcing conservation easements during the year SchDMd Bullet  
7
Amount of expenses incurred in monitoring, inspecting, and enforcing conservation easements during the year SchDMd Bullet $  
8
Does each conservation easement reported on line 2(d) above satisfy the requirements of section
170(h)(4)(B)(i) and 170(h)(4)(B)(ii)? ....................................
9
In Part XIV, describe how the organization reports conservation easements in its revenue and expense statement, and
balance sheet, and include, if applicable, the text of the footnote to the organization’s financial statements that describes
the organization’s accounting for conservation easements.
Part III
Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets.
Complete if the organization answered "Yes" to Form 990, Part IV, line 8.
1a
If the organization elected, as permitted under SFAS 116, not to report in its revenue statement and balance sheet works of
art, historical treasures, or other similar assets held for public exhibition, education or research in furtherance of public service,
provide, in Part XIV, the text of the footnote to its financial statements that describes these items.
b
If the organization elected, as permitted under SFAS 116, to report in its revenue statement and balance sheet works of art,
historical treasures, or other similar assets held for public exhibition, education, or research in furtherance of public service,
provide the following amounts relating to these items:
(i)
Revenues included in Form 990, Part VIII, line 1 ........................SchDMd Bullet $  
(ii)
Assets included in Form 990, Part X ..............................SchDMd Bullet $  
2
If the organization received or held works of art, historical treasures, or other similar assets for financial gain, provide the
following amounts required to be reported under SFAS 116 relating to these items:
a
Revenues included in Form 990, Part VIII, line 1 ..........................SchDMd Bullet $  
b
Assets included in Form 990, Part X ...............................SchDMd Bullet $  
For Privacy Act and Paperwork Reduction Act Notice, see the Intructions for Form 990
Cat. No. 52283D
Schedule D (Form 990) 2010

Schedule D (Form 990) 2010
Page 2
Part III
Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets (continued)
3
Using the organization’s accession and other records, check any of the following that are a significant use of its collection
items (check all that apply):
a
d
b
e
 
c
4
Provide a description of the organization’s collections and explain how they further the organization’s exempt purpose in
Part XIV.
5
During the year, did the organization solicit or receive donations of art, historical treasures or other similar
assets to be sold to raise funds rather than to be maintained as part of the organization’s collection?........
Part IV
Escrow and Custodial Arrangements. Complete if the organization answered "Yes" to Form 990,
Part IV, line 9, or reported an amount on Form 990, Part X, line 21.
1a
Is the organization an agent, trustee, custodian or other intermediary for contributions or other assets not
included on Form 990, Part X? ....................................
b
If "Yes," explain the arrangement in Part XIV and complete the following table:
Amount
c Beginning balance ................................. 1c  
d Additions during the year .............................. 1d  
e Distributions during the year ............................. 1e  
f Ending balance ................................... 1f  
2a
Did the organization include an amount on Form 990, Part X, line 21? .....................
b
If “Yes,” explain the arrangement in Part XIV.
Part V
Endowment Funds. Complete if the organization answered "Yes" to Form 990, Part IV, line 10.
(a)Current Year (b)Prior Year (c)Two Years Back (d)Three Years Back (e)Four Years Back
1a Beginning of year balance ....      
b Contributions ........      
c Investment earnings or losses ...      
d Grants or scholarships .....      
e Other expenditures for facilities
and programs ........ 		     
f Administrative expenses ....      
g End of year balance ......      
2
Provide the estimated percentage of the year end balance held as:
a
Board designated or quasi-endowment: SchDMd Bullet  
b
Permanent endowment: SchDMd Bullet  
c
Term endowment: SchDMd Bullet  
3a
Are there endowment funds not in the possession of the organization that are held and administered for the
organization by:

Yes
No
(i) unrelated organizations ........................
3a(i)
 
 
(ii) related organizations ........................
3a(ii)
 
 
b
If "Yes" to 3a(ii), are the related organizations listed as required on Schedule R? .........
3b
 
 
4
Describe in Part XIV the intended uses of the organization's endowment funds.
Part VI
Investments—Land, Buildings, and Equipment. See Form 990, Part X, line 10.
Description of investment (a) Cost or other basis (investment) (b)Cost or other basis (other) (c) Accumulated depreciation (d) Book value
1a Land .................      
b Buildings ................       0
c Leasehold improvements ............   994,380 239,534 754,846
d Equipment ................        
e Other .................   302,929 149,422 153,507
Total. Add lines 1a-1e. (Column (d) should equal Form 990, Part X, column (B), line 10(c).)........SchDMdBullet 908,353
Schedule D (Form 990) 2010

Schedule D (Form 990) 2010
Page 3
Part VII
Investments—Other Securities. See Form 990, Part X, line 12.
(a) Description of security or category
(including name of security)		 (b)Book value (c) Method of valuation:
Cost or end-of-year market value
(1)Financial derivatives    
(2)Closely-held equity interests    
Other








Total. (Column (b) should equal Form 990, Part X, col.(B) line 12.)Small Bullet  
Part VIII
Investments—Program Related. See Form 990, Part X, line 13.
(a) Description of investment type (b) Book value (c) Method of valuation:
Cost or end-of-year market value








Total. (Column (b) should equal Form 990, Part X, col.(B) line 13.)Small Bullet  
Part IX
Other Assets. See Form 990, Part X, line 15.
(a) Description (b) Book value








Total. (Column (b) should equal Form 990, Part X, col.(B) line 15.)...........Small Bullet  
Part X
Other Liabilities. See Form 990, Part X, line 25.
1.(a) Description of Liability (b) Amount
Federal Income Taxes  








Total. (Column (b) should equal Form 990, Part X, col.(B) line 25.)Small Bullet  
2. Fin 48 (ASC 740) Footnote. In Part XIV, provide the text of the footnote to the organization's financial statements that reports the organization's liability for uncertain tax positions under FIN 48 (ASC740).
Schedule D (Form 990) 2010

Schedule D (Form 990) 2010
Page 4
Part XI Reconciliation of Change in Net Assets from Form 990 to Financial Statements
1 Total revenue (Form 990, Part VIII, column (A), line 12) .................... 1 13,761,373
2 Total expenses (Form 990, Part IX, column (A), line 25) ..................... 2 13,060,960
3 Excess or (deficit) for the year. Subtract line 2 from line 1 ............. 3 700,413
4 Net unrealized gains (losses) on investments .......................... 4 2,965,154
5 Donated services and use of facilities ............................. 5  
6 Investment expenses ................................... 6  
7 Prior period adjustments .................................. 7  
8 Other (Describe in Part XIV) ................................. 8  
9 Total adjustments (net). Add lines 4 - 8 ............................. 9 2,965,154
10 Excess or (deficit) for the year per financial statements. Combine lines 3 and 9 ......... 10 3,665,567
Part XII Reconciliation of Revenue per Audited Financial Statements With Revenue per Return
1 Total revenue, gains, and other support per audited financial statements ....... 1 16,715,251
2 Amounts included on line 1 but not on Form 990, Part VIII, line 12:
a Net unrealized gains on investments .......... 2a 2,965,154
b Donated services and use of facilities ......... 2b  
c Recoveries of prior year grants ........... 2c  
d Other (Describe in Part XIV): ............ 2d  
e Add lines 2a through 2d ..................... 2e 2,965,154
3 Subtract line 2e from line 1..................... 3 13,750,097
4 Amounts included on Form 990, Part VIII, line 12, but not on line 1:
a Investment expenses not included on Form 990, Part VIII, line 7b . 4a 11,276
b Other (Describe in Part XIV): ........... 4b  
c Add lines 4a and 4b....................... 4c 11,276
5 Total Revenue. Add lines 3 and 4c. (This should equal Form 990, Part I, line 12.) ...... 5 13,761,373
Part XIII Reconciliation of Expenses per Audited Financial Statements With Expenses per Return
1 Total expenses and losses per audited financial statements ............. 1 13,049,684
2 Amounts included on line 1 but not on Form 990, Part IX, line 25:
a Donated services and use of facilities .......... 2a  
b Prior year adjustments .............. 2b  
c Other losses ................ 2c  
d Other (Describe in Part XIV): ............ 2d  
e Add lines 2a through 2d...................... 2e 0
3 Subtract line 2e from line 1..................... 3 13,049,684
4 Amounts included on Form 990, Part IX, line 25, but not on line 1:
a Investment expenses not included on Form 990, Part VIII, line 7b .. 4a 11,276
b Other (Describe in Part XIV): ............ 4b  
c Add lines 4a and 4b....................... 4c 11,276
5 Total expenses. Add lines 3 and 4c. (This should equal Form 990, Part I, line 18.) ...... 5 13,060,960
Part XIV
Supplemental Information
Complete this part to provide the descriptions required for Part II, lines 3, 5, and 9; Part III, lines 1a and 4; Part lV, lines 1b and 2b;
Part V, line 4; Part X; Part XI, line 8; Part XII, lines 2d and 4b; and Part XIII, lines 2d and 4b. Also complete this part to provide any additional information.
Identifier Return Reference Explanation
DESCRIPTION OF UNCERTAIN TAX POSITIONS UNDER FIN 48: PART X: THE ORGANIZATION ACCOUNTS FOR UNCERTAIN TAX POSITIONS IN ACCORDANCE WITH FINANCIAL ACCOUNTING STANDARDS BOARD (FASB) ACS 740 (FORMERLY FINANCIAL ACCOUNTING STANDARDS BOARD INTERPRETATION NO. 48, ACCOUNTING FOR UNCERTAINTY IN INCOME TAXES - AN INTERPRETATION OF FASB STATEMENT NO. 109). FASB ACS 740 PRESCRIBES RECOGNITION THRESHOLD AND MEASUREMENT PROCESS FOR FINANCIAL STATEMENT RECOGNITION OF UNCERTAIN TAX POSITIONS TAKEN OR EXPECTED TO BE TAKEN IN A TAX RETURN. THE INTERPRETATION ALSO PROVIDES GUIDANCE ON RECOGNITION, DERECOGNITION, CLASSIFICATION, INTEREST AND PENALTIES, ACCOUNTING IN INTERIM PERIODS, DISCLOSURE AND TRANSITION. THERE WAS NO IMPACT ON FINANCIAL POSITION OR RESULTS OF OPERATIONS.
Schedule D (Form 990) 2010

Additional Data


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Software Version:  




Schedule I
(Form 990)
Department of the Treasury
Internal Revenue Service
Grants and Other Assistance to Organizations,
Governments and Individuals in the United States
Complete if the organization answered "Yes," to Form 990, Part IV, line 21 or 22.
lBullet Attach to Form 990
OMB No. 1545-0047
2010
Open to Public
Inspection
Name of the organization
SUGAR BOWL
 
Employer identification number
72-0272830
Part I
General Information on Grants and Assistance
1
Does the organization maintain records to substantiate the amount of the grants or assistance, the grantees' eligibility for the grants or assistance, and
the selection criteria used to award the grants or assistance? ....................................
2
Describe in Part IV the organization's procedures for monitoring the use of grant funds in the United States.
Part II
Grants and Other Assistance to Governments and Organizations in the United States. Complete if the organization answered "Yes" to
Form 990, Part IV, line 21 for any recipient that received more than $5,000. Check this box if no one recipient received more than $5,000. Use
Part IV and Schedule I-1 (Form 990) if additional space is needed ......................... lBullet
(a) Name and address of organization
or government		 (b) EIN (c) IRC Code section
if applicable		 (d) Amount of cash grant (e) Amount of non-cash
assistance		 (f) Method of valuation
(book, FMV, appraisal,
other)		 (g) Description of
non-cash assistance		 (h) Purpose of grant
or assistance
(1) BOWL CHAMPIONSHIP SERIES - NATIONAL COLLEGIATE ATHLETIC ASSOCIATION201 PRESIDENTS CIRCLE
SALT LAKE CITY,UT84112 		44-0567264 501(C)(3) 6,000,000       TO ENHANCE THE QUALITY OF INTERCOLLEGIATE ATHLETICS
(2) FRIENDS OF CITY PARK1 PALM DRIVE
NEW ORLEANS,LA70124 		72-0875507 501(C)(3) 100,000       TO HELP RESTORE AND MAINTAIN CITY PARK'S ATHLETIC FACILITIES
(3) TULANE UNIVERSITY6823 ST CHARLES AVENUE
NEW ORLEANS,LA70118 		72-0423889 501(C)(3) 50,000       TO SUPPORT TULANE UNIVERSITY'S GOLF PROGRAM AND TOURNAMENTS
(4) SOUTHERN YACHT CLUB105 N ROADWAY DRIVE
NEW ORLEANS,LA70124 		72-0323180 501(C)(7) 20,000       TO SPONSOR THE GREAT OAKS AND THE OPTIMIST MID-WINTER REGATTA
(5) TULANE UNIVERSITY6823 ST CHARLES AVENUE
NEW ORLEANS,LA70118 		72-0423889 501(C)(3) 7,500       TO SUPPORT TULANE UNIVERSITY'S VOLLEYBALL PROGRAM
(6) FRIENDS OF NEW ORLEANS LACROSSE3525 N CAUSEWAY BLVD 901
METAIRIE,LA70002 		20-5396518 501(C)(3) 17,800       TO SPONSOR THE ALLSTATE SUGAR BOWL LACROSSE CLASSIC
(7) LOUISIANA SOCCER ASSOCIATION475 GARDERE LANE
BATON ROUGE,LA70820 		72-1067495 501(C)(3) 22,500       TO SPONSOR THE ALLSTATE SUGAR BOWL LOUISIANA DIVISION 1 STATE CUP CHAMPIONSHIP
(8) UNIVERSITY OF ALABAMA ACTS OF KINDNESS FUNDOFFICE OF ADVANCEMENT SERVICES -
BOX 870101
TUSCALOOSA,AL35487 		63-6001138 501(C)(3) 250,000       TORNADO RELIEF
(9) SOUTHEASTERN CONFERENCE2201 RICHARD ARRINGTON BLVD NORTH
BIRMINGHAM,AL35203 		63-0377461 501(C)(3) 40,000       SCHOLARSHIP TO PROMOTE AND ENHANCE ACADEMICS FOR INTERCOLLEGIATE ATHLETICS
(10) FRIENDS OF PREP SPORTS332 RAILROAD AVENUE
RESERVE,LA70084 		72-3687075   25,000       TO SPONSOR PREP SPORTS IN LOUISIANA
(11) LOUISIANA SPORTS HALL OF FAME FOUNDATION500 FRONT STREET
NATCHITOCHES,LA71457 		51-0151634 501(C)(3) 25,000       SPONSORSHIP
(12) DELGADO COMMUNITY COLLEGE615 CITY PARK AVENUE/ROOM 145A
NEW ORLEANS,LA70119 		72-1123204 501(C)(3) 25,000       TO SUPPORT THE SCHOOL'S BASEBALL PROGRAM
(13) CATHOLIC YOUTH & YOUNG ADULT MINISTRY - ARCHDIOCESE OF NEW ORLEANS1000 HOWARD AVENUE STE 700
NEW ORLEANS,LA70113 		72-0408911 501(C)(3) 5,000       TO SPONSOR THE ALLSTATE SUGAR BOWL CYO BASKETBALL TOURNAMENT
(14) DILLARD UNIVERSITY2601 GENTILLY BLVD
NEW ORLEANS,LA70122 		72-0408929 501(C)(3) 5,000       TO SUPPORT DILLARD UNIVERSITY'S BASKETBALL PROGRAM
(15) COLLEGE SPORTS INFORMATION DIRECTORS OF AMERICA INC202 TUDOR ROAD
ITHACA,NY14850 		23-7001888 501(C)(6) 5,000       TO SPONSOR THE PROGRAMS OF COSIDA
2
Enter total number of section 501(c)(3) and government organizations ......................... Bullet Image
12
3
Enter total number of other organizations ................................ . Bullet Image
3
For Privacy Act and Paperwork Reduction Act Notice, see the Instructions for Form 990.
Cat. No. 50055P
Schedule I (Form 990) 2010

Schedule I (Form 990) 2010
Page 2
Part III
Grants and Other Assistance to Individuals in the United States. Complete if the organization answered "Yes" to Form 990, Part IV, line 22.
Use Schedule I-1 (Form 990) if additional space is needed.
(a)Type of grant or assistance (b)Number of
recipients		 (c)Amount of
cash grant		 (d)Amount of
non-cash assistance		 (e)Method of valuation (book,
FMV, appraisal, other)		 (f)Description of non-cash assistance
(1) SCHOLARSHIPS 4 40,000     SCHOLARSHIPS FOR HIGH SCHOOL FOOTBALL STUDENT-ATHLETES













Part IV
Supplemental Information. Complete this part to provide the information required in Part I, line 2, and any other additional information.
Identifier Return Reference Explanation
PROCEDURE FOR MONITORING GRANTS IN THE U.S.: PART I, LINE 2: SCHEDULE I, PART I, LINE 2: THE SUGAR BOWL PROVIDES FINANCIAL SUPPORT TO HELP UNDERWRITE LOCAL AMATEUR SPORTING EVENTS. THESE EVENTS ARE ATTENDED BY MEMBERS OF THE SUGAR BOWL TO MONITOR THE USE OF THE GRANT.
OTHER INFORMATION: PART IV: FORM 990, SCHEDULE I, PART I, LINE 1: CHAMPIONSHIP SERIES UNDER THE ORGANIZATION'S CONTRACT WITH THE BOWL CHAMPIONSHIP SERIES (BCS), ALLSTATE SUGAR BOWL IS COMMITTED TO PAYING $6,000,000 PER GAME TO THE BCS. THE BCS DISTRIBUTES THE PAYOUT TO THE WINNING CONFERENCE AND SCHOOL BASED ON A PREDETERMINED FORMULA. THE BCS CONTRACT EXPIRES APRIL 1, 2014. FORM 990, SCHEDULE I, PART I, LINE 1: FRIENDS OF CITY PARK DURING THE YEAR ENDED JUNE 30, 2007, SUGAR BOWL DONATED $400,000 TO NEW ORLEANS CITY PARK, TO HELP RESTORE AND MAINTAIN CITY PARK'S ATHLETIC FACILITIES. IN ADDITION, THE ORGANIZATION'S BOARD OF DIRECTORS APPROVED ADDITIONAL FUNDING OF $400,000 THAT WOULD BE GRANTED UPON THE SATISFACTION OF CERTAIN PROGRESS BENCHMARKS. ALTHOUGH THE AGREEMENT BETWEEN THE ORGANIZATION AND CITY PARK HAS NOT BEEN FINALIZED, A TOTAL OF $300,000 HAS BEEN PAID TO CITY PARK AS OF JUNE 30, 2011. THEREFORE, THE REMAINING COMMITMENT TO CITY PARK IS $100,000 AT JUNE 30, 2011.
Schedule I (Form 990) 2010


Additional Data


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Schedule J
(Form 990)
Department of the Treasury
Internal Revenue Service
Compensation Information
For certain Officers, Directors, Trustees, Key Employees, and Highest
Compensated Employees
SchJMediumBullet Complete if the organization answered "Yes" to Form 990,
Part IV, question 23.
SchJMediumBullet Attach to Form 990. SchJMediumBullet See separate instructions.
OMB No. 1545-0047
2010
Open to Public Inspection
Name of the organization
SUGAR BOWL
 
Employer identification number

72-0272830
Part I
Questions Regarding Compensation
Yes
No
1a
Check the appropiate box(es) if the organization provided any of the following to or for a person listed in Form
990, Part VII, Section A, line 1a. Complete Part III to provide any relevant information regarding these items.
b
If any of the boxes in line 1a are checked, did the organization follow a written policy regarding payment or reimbursement orprovision of all the expenses described above? If "No," complete Part III to explain....
1b
Yes
 
2
Did the organization require substantiation prior to reimbursing or allowing expenses incurred by all
officers, directors, trustees, and the CEO/Executive Director, regarding the items checked in line 1a? ....
2
Yes
 
3
Indicate which, if any, of the following the organization uses to establish the compensation of the
organization's CEO/Executive Director. Check all that apply.
4
During the year, did any person listed in Form 990, Part VII, Section A, line 1a with respect to the filing organization or a related organization:
a
Receive a severance payment or change-of-control payment? ...............
4a
 
No
b
Participate in, or receive payment from, a supplemental nonqualified retirement plan? ........
4b
 
No
c
Participate in, or receive payment from, an equity-based compensation arrangement? ........
4c
 
No
If "Yes" to any of lines 4a-c, list the persons and provide the applicable amounts for each item in Part III.
Only 501(c)(3) and 501(c)(4) organizations only must complete lines 5-9.
5
For persons listed in form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the revenues of:
a
The organization? ...........................
5a
 
No
b
Any related organization? .........................
5b
 
No
If "Yes," to line 5a or 5b, describe in Part III.
6
For persons listed in form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the net earnings of:
a
The organization? ...........................
6a
 
No
b
Any related organization? .........................
6b
 
No
If "Yes," to line 6a or 6b, describe in Part III.
7
For persons listed in Form 990, Part VII, Section A, line 1a, did the organization provide any non-fixed
payments not described in lines 5 and 6? If "Yes," describe in Part III ............
7
Yes
 
8
Were any amounts reported in Form 990, Part VII, paid or accured pursuant to a contract that was
subject to the initial contract exception described in Regs. section 53.4958-4(a)(3)? If "Yes," describe
in Part III .............................
8
 
No
9
If "Yes" to line 8, did the organization also follow the rebuttable presumption procedure described in Regulations section 53.4958-6(c)? .........................
9
 
 
For Privacy Act and Paperwork Reduction Act Notice, see the Intructions for Form 990
Cat. No. 50053T
Schedule J (Form 990) 2010

Schedule J (Form 990) 2010
Page 2
Part II
Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees. Use Schedule J-1 if additional space needed.
For each individual whose compensation must be reported in Schedule J, report compensation from the organization on row (i) and from related organizations, described in the
instructions on row (ii). Do not list any individuals that are not listed on Form 990, Part VII.

Note. The sum of columns (B)(i)-(iii) must equal the applicable column (D) or column (E) amounts on Form 990, Part VII, line 1a.
(A) Name (B) Breakdown of W-2 and/or 1099-MISC compensation (C) Retirement and other deferred compensation (D) Nontaxable
benefits		 (E) Total of columns
(B)(i)-(D) 		(F) Compensation
reported in prior
Form 990 or
Form 990-EZ
(i) Base compensation (ii) Bonus & incentive compensation (iii) Other reportable compensation
(1) PAUL J HOOLAHAN (i)
(ii)		 434,351
0 		89,896
0 		12,867
0 		49,000
0 		48,472
0 		634,586
0 		0
0
(2) JEFF HUNDLEY (i)
(ii)		 262,487
0 		61,250
0 		7,914
0 		39,373
0 		28,744
0 		399,768
0 		0
0
(3) KATHY GASPARD (i)
(ii)		 121,021
0 		0
0 		0
0 		17,400
0 		15,774
0 		154,195
0 		0
0













Schedule J (Form 990) 2010

Schedule J (Form 990) 2010
Page 3
Part III
Supplemental Information
Complete this part to provide the information, explanation, or descriptions required for Part I, lines 1a, 1b, 4c, 5a, 5b, 6a, 6b, 7, and 8. Also complete this part for any additional information.
Identifier Return Reference Explanation
  PART I, LINE 7 THE CHIEF EXECUTIVE OFFICER AND CHIEF OPERATING OFFICER ARE ELIGIBLE FOR BONUSES BY CONTRACT, HOWEVER THE AMOUNT OF CASH OR OTHER PROPERTY IS NOT SPECIFIED IN THE CONTRACT, OR DETERMINED BY A FIXED FORMULA SPECIFIED IN THE CONTRACT. THE AMOUNT OF THE BONUSES PAID TO THE EMPLOYEES ARE DETERMINED AFTER THE BOWL'S COMPENSATION COMMITTEE REVIEWS THE EMPLOYEES' OVERALL JOB PERFORMANCE AND THE EMPLOYER'S FINANCIAL RESULTS FOR THE YEAR. THE COMMITTEE ALSO RELIES ON AN INDEPENDENT COMPENSATION SURVEY PREPARED BY STONE PARTNERS, AN INDEPENDENT COMPENSATION CONSULTING FIRM. THE COMPENSATION COMMITTEE PROVIDES RECOMMENDATIONS OF THE BONUSES TO THE EXECUTIVE COMMITTEE FOR THE ULTIMATE DETERMINATION OF THE BONUSES.
Schedule J (Form 990) 2010

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Schedule L
(Form 990 or 990-EZ)
Department of the Treasury
Internal Revenue Service
Transactions with Interested Persons
MediumBullet Complete if the organization answered
"Yes" on Form 990, Part IV, lines 25a, 25b, 26, 27, 28a, 28b, or 28c,
or Form 990-EZ, Part V lines 38a or 40b.
MediumBullet Attach to Form 990 or Form 990-EZ. MediumBulletSee separate instructions.
OMB No. 1545-0047
2010
Open to Public Inspection
Name of the organization
SUGAR BOWL
 
Employer identification number

72-0272830
Part I
Excess Benefit Transactions (section 501(c)(3) and section 501 (c)(4) organizations only).
Complete if the organization answered "Yes" on Form 990, Part IV, line 25a or 25b, or Form 990-EZ, Part V, line 40b.
1(a) Name of disqualified person (b) Description of transaction (c) Corrected?
Yes No





2
Enter the amount of tax imposed on the organization managers or disqualified persons during the year under section 4958. ......................... Bullet Image$
 
3
Enter the amount of tax, if any, on line 2, above, reimbursed by the organization ....... Bullet Image$
 

Part II
Loans to and/or From Interested Persons.
Complete if the organization answered "Yes" on Form 990, Part IV, line 26, or Form 990-EZ, Part V, line 38a.
(a) Name of interested person and purpose (b) Loan to or from the organization? (c)Original principal amount (d)Balance due (e) In default? (f) Approved by board or committee? (g)Written agreement?
To From Yes No Yes No Yes No
Total ...............Small Bullet $  
Part III
Grants or Assistance Benefitting Interested Persons.
Complete if the organization answered "Yes" on Form 990, Part IV, line 27.
(a) Name of interested person (b)Relationship between interested person and the organization (c)Amount of grant or type of assistance
For Privacy Act and Paperwork Reduction Act Notice, see the
Instructions for Form 990 or 990-EZ.
Cat. No. 50056A
Schedule L (Form 990 or 990-EZ) 2010
Schedule L (Form 990 or 990-EZ) 2010
Page 2
Part IV
Business Transactions Involving Interested Persons.
Complete if the organization answered "Yes" on Form 990, Part IV, line 28a, 28b, or 28c.
(a) Name of interested person (b) Relationship between interested person and the organization (c) Amount of transaction (d) Description of transaction (e) Sharing of organization's revenues?
Yes No
(1) JOHN BATT
  		TREASURER 33,033 JOHN BATT IS THE OWNER OF JOS A. BANKS CLOTHIERS. THE ORGANIZATION PURCHASED BLAZERS WITH EMBROIDERED SUGAR BOWL LOGOS AS UNIFORMS FOR OFFICIAL EVENTS. THE JACKETS WERE PURCHASED AT FAIR MARKET VALUE.   No
(2) BILL KEARNEY IV
  		DIRECTOR 14,348 BILL KEARNEY IV IS THE OWNER OF GALATOIRE'S RESTAURANT. THE BOWL CHAMPIONSHIP SERIES RECEPTION AND DINNER WAS HELD AT THE RESTAURANT. FAIR MARKET VALUE WAS PAID FOR THE DINNER & RECEPTION.   No
(3) WAYNE PIERCE
  		FORMER DIRECTOR 15,787 WAYNE PIERCE IS THE OWNER OF THE BON TON RESTAURANT. THE RESTAURANT PROVIDED TEAM LIAISON DINNERS FOR ORGANIZATION. THE DINNERS WERE PURCHASED AT FAIR MARKET VALUE.   No
Part V
Supplemental Information
Complete this part to provide additional information for responses to questions on Schedule L (see instructions).
Identifier Return Reference Explanation
Schedule L (Form 990 or 990-EZ) 2010

Additional Data


Software ID:  
Software Version:  




SCHEDULE O
(Form 990 or 990-EZ)

Department of the Treasury
Internal Revenue Service
Supplemental Information to Form 990 or 990-EZ

Complete to provide information for responses to specific questions on
Form 990 or to provide any additional information.
MediumBullet Attach to Form 990 or 990-EZ.
OMB No. 1545-0047
2010
Open to Public
Inspection
Name of the organization
SUGAR BOWL
 
Employer identification number

72-0272830
Identifier Return Reference Explanation
FORM 990, PART VI, SECTION A, LINE 2   JOHN BUSENLENER AND RILEY BUSENLENER ARE FATHER AND SON RESPECTIVELY.
FORM 990, PART VI, SECTION A, LINE 6   THE SUGAR BOWL COMMITTEE IS CURRENTLY COMPRISED OF 124 MEMBERS, 84 OF WHOM CAN BE IN THE "ACTIVE" CATEGORY AT ANY ONE TIME PER THE ORGANIZATION'S BYLAWS. TOGETHER, THESE 124 MEMBERS FORM OVER 30 DIFFERENT WORKING COMMITTEES THAT CARRY OUT MUCH OF THE SUGAR BOWL'S BUSINESS. LEADERSHIP FOR THE GROUP COMES FROM AN ELECTED GROUP OF OFFICERS AND EXECUTIVE COMMITTEE MEMBERS
FORM 990, PART VI, SECTION A, LINE 7A   THE FOLLOWING OFFICER POSITIONS ARE ELECTED ANNUALLY BY THE MEMBERSHIP AT LARGE: PRESIDENT, PRESIDENT-ELECT, VICE PRESIDENT, TREASURER AND SECRETARY. ADDITIONALLY, THE MEMBERSHIP ELECTS 3 INDIVIDUALS EACH YEAR FOR SERVICE ON THE EXECUTIVE COMMITTEE. FINALLY, A CHAIRMAN OF THE EXECUTIVE COMMITTEE IS ELECTED BY THE MEMBERS OF THE EXECUTIVE COMMITTEE.
FORM 990, PART VI, SECTION A, LINE 7B   THERE ARE MINIMAL INSTANCES WHERE THE GOVERNING BODY'S DECISIONS ARE SUBJECT TO THE APPROVAL BY THE GENERAL MEMBERSHIP, SUCH AS MODIFICATIONS TO THE ORGANIZATION'S BYLAWS.
FORM 990, PART VI, SECTION B, LINE 11   A DRAFT OF THE ORGANIZATION'S FORM 990 WILL BE PRESENTED AT AN EXECUTIVE COMMITTEE MEETING. DURING THIS MEETING THE TAX RETURN WILL BE REVIEWED AND ALL QUESTIONS ARE RESOLVED. A VOTE IS TAKEN TO AUTHORIZE THE FILING OF THE RETURN. THE CEO AND COO ATTEND THIS MEETING TO PARTICIPATE IN THE REVIEW OF THE FORM 990.
  FORM 990, PART VI, SECTION B, LINE 12C THE CONFLICT OF INTEREST POLICY AND QUESTIONNAIRE IS CIRCULATED TO EVERY OFFICER, DIRECTOR, MEMBER AND EVERY EMPLOYEE ANNUALLY. THE COMPLETED QUESTIONNAIRES ARE REVIEWED BY THE 990 COMMITTEE DESIGNED BY THE BOARD FOR CONFLICTS OF INTEREST. ALL CONFLICTS ARE RESOLVED AND DISCLOSED TO THE EXECUTIVE COMMITTEE. RECORDS OF ALL DISPOSITIONS ARE RETAINED IN THE SUGAR BOWL OFFICES.
  FORM 990, PART VI, SECTION B, LINE 15 SUGAR BOWL CONTRACTS STONE PARTNERS, A COMPENSATION CONSULTING FIRM, WHICH REVIEWS THE COMPENSATION OF THE CEO AND COO. STONE PARTNERS CONDUCTS A COMPARABLE COMPENSATION SURVEY AND PREPARES A REPORT AND PROVIDES THE REPORT TO THE EXECUTIVE COMPENSATION COMMITTEE. THE COMMITTEE REVIEWS THE REPORT, RESOLVES ANY ISSUES AND MAKES A RECOMMENDATION TO THE EXECUTIVE BOARD. THE EXECUTIVE BOARD REVIEWS THE RECOMMENDATION IN THE CONSULTANT'S REPORT AT A REGULARLY SCHEDULED MEETING AND SETS COMPENSATION FOR THE CEO AND COO. THE PROCESS OF DETERMINING APPROPRIATE LEVELS OF COMPENSATION IS DESIGNED TO COMPLY WITH THE REBUTTABLE PRESUMPTION RULES OF REGULATION SECTION 53.4958-6.
  FORM 990, PART VI, SECTION C, LINE 19 ALL GOVERNING DOCUMENTS, THE CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS ARE MADE AVAILABLE TO THE PUBLIC UPON REQUEST.
CHANGES IN NET ASSETS OR FUND BALANCES: FORM 990, PART XI, LINE 5: NET UNREALIZED GAINS ON INVESTMENTS: 2,965,154.
  FORM 990, PART XI, LINE 2C: THE ORGANIZATION'S COMMITTEE THAT ASSUMES RESPONSIBILITY FOR THE OVERSIGHT OF THE AUDIT OF ITS FINANCIAL STATEMENTS AND SELECTION OF AN INDEPENDENT AUDITOR HAS NOT CHANGED FROM THE PRIOR YEAR.
ANCILLARY AMATEUR SPORTING EVENTS DETAIL: FORM 990, PART XI, LINE 24C TRACK AND FIELD 26,598 GOLF 23,035 MANNING AWARD 22,113 REGATTA 18,962 NATIONAL FOOTBALL FOUNDATION 14,006 VOLLEYBALL TOURNAMENT 13,824 NCAA YOUTH FOOTBALL 8,723 SWIMMING 1,800 LACROSSE 1,125 BASKETBALL 419 TENNIS 250 --------------------------------------- TOTAL COSTS 130,855
For Paperwork Reduction Act Notice, see the Instructions for Form 990 or 990-EZ.
Cat. No. 51056K
Schedule O (Form 990 or 990-EZ) 2010

Additional Data


Software ID:  
Software Version: