gTLD	Full Legal Name	E-mail suffix	Detail
.EXTRASPACE	Extra Space Storage LLC	msn.com	View

Extra Space Storage® Inc. (Extra Space) is a real estate investment trust based in Salt Lake City, Utah with regional offices in California, Connecticut, Florida, Maryland, Massachusetts, New Jersey, New York and Texas. Extra Space Storage is the second largest operator of self-storage in the U.S., and is a national owner, developer, acquirer and operator of professionally managed self-storage properties.
Extra Space Storage is a thirty year old company that has been involved in the self-storage industry since its inception. It is a growth-oriented company creating a new standard in the self-storage industry. Both customers and communities benefit from Extra Space Storageʹs professional approach to storage. Featuring attractive, convenient and secure facilities operated by professional managers, Extra Space Storage seeks to change the association of self-storage as a temporary holding place for rarely-used things to a desirable, safe, and customer-oriented facility perfectly suited for maintaining and accessing valued personal and business possessions.

Extra Space Storage Inc., headquartered in Salt Lake City, Utah, is a fully integrated, self-administered and self-managed real estate investment trust that owns and⁄or operates 870 self-storage properties in 34 states and Washington, D.C. The Companyʹs properties are comprised of approximately 550,000 units and over 59 million square feet of rentable space, offering customers a wide selection of conveniently located and secure storage solutions across the country, including boat storage, RV storage and business storage. The Company is the second largest owner and⁄or operator of self-storage properties in the United States and is the largest self-storage management company in the United States.

The preservation of this brand is of paramount importance to Extra Space in all aspects of its operations, including and especially on the Internet. Operating the brand as a gTLD will likely be an important part of its digital strategy in the future. Extra Space will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption to determine short and long-term potential best-in-class use case options to most effectively serve and enhance Extra Space’s online strategy as a leader in the self storage market.

The intended future mission and purpose of the .EXTRASPACE gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Extra Space and its qualified affiliates, for Extra Space customers. Extra Space will be the entity to file this application and bring the .EXTRASPACE gTLD to market.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current round, it is widely anticipated in the brand community that this will become a specialty subset of gTLDs. .EXTRASPACE is intended to be one of those .BRAND gTLDs, with the goal of protecting Extra Space’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services.

Extra Space intends to initially limit registration and use of domain names within the .EXTRASPACE gTLD to Extra Space and its qualified affiliates. This initial limited use will allow Extra Space to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the Template Registry Agreement is intended to exempt Extra Space from its annual Code of Conduct Compliance requirements.

Extra Space currently plans a three-stage rollout for Extra Space’s gTLD(s):

1. Stage One

The initial stage of implementation of the gTLD will involve Extra Space registering a limited number of .EXTRASPACE second-level domain names.

This initial use will provide Extra Space’s IT and security personnel the time to run a number of tests to ensure seamless and secure access using the .EXTRASPACE gTLD domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all names. This initial allocation will also allow the appropriate Extra Space staff to coordinate with the internal and external staff responsible for the application, delegation and setup phases of the .EXTRASPACE gTLD to ensure a proper transition from delegation to full operation.

2. Stage Two

Once all testing has been successfully completed, Extra Space will begin allocating domain names in .EXTRASPACE for more widespread internal corporate use. During this same period of time, Extra Space will begin evaluating strategies to potential migrate traffic away from its existing second-level domain names.

It is in Stage Two that Extra Space will evaluate expanding the operations of the gTLD to permit registration by other registrants such as licensees or other strategic parties. Should an assessment of its expansion strategy lead to a decision to extend registration rights to other parties, this expansion is currently planned to take place during Stage Three. However, any expansion would be conditioned upon a review of the Specification 9 (Registry Code of Conduct) set forth in the template registry agreement to ensure compliance with Extra Space’s business model.

3. Stage Three

Depending upon the analysis of the evaluations undertaken in Stage Two, Extra Space may begin to implement the migration of Internet traffic away from Extra Space’s legacy domain names, and toward the Extra Space gTLD. It is in this stage that Extra Space also may implement its decision to extend registration rights to licensees or strategic parties, depending upon compliance with Specification 9 as noted above. The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.

After consideration of the following factors: analysis of Extra Space’s existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Extra Space will have full control over the number of registrations in the .EXTRASPACE gTLD namespace, Extra Space is confident that the number of domain name registrations will be less than 3,000 in the first five years of operation.

Based on its experience to the end of Year 5, and based on its experience with any expansion implemented in Stage Three, Extra Space will assess whether its business plan and any future expansion strategy. It is anticipated by Extra Space that changes to the domain name industry, and particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the gTLDs beyond corporate, qualified subsidiary and affiliate, and licensee use will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .EXTRASPACE gTLD by these or other business segments will also be driven by Extra Space’s future business strategies as identified in its annual report and investor filings.

gTLD	Full Legal Name	E-mail suffix	Detail
.VONS	Safeway Inc.	fairwindspartners.com	View

18.1 Mission and Purpose of .VONS

Safeway Inc. (ʺSafewayʺ) is one of the largest food and drug retailers in North America. As of December 31, 2011, the company operated 1,678 stores in the Western, Southwestern, Rocky Mountain, and Mid-Atlantic regions of the United States and in western Canada. Safeway content is accessible in multiple TLDs, including the .BIZ, .COM, .INFO, .NET, and .ORG gTLDs, and the .CA, .CO.UK, and .US ccTLDs.

VONS, a division of Safeway, began as a 20-foot wide neighborhood store in downtown Los Angeles that catered to the needs of local families. Its founder, Charles Von der Ahe pioneered ʺcash and carryʺ as an alternative to ʺcharge and deliveryʺ. VONSʹ growth and innovation over the years has been non-stop. Thanks to the introduction of pre-packaged perishables, VONS was able to offer some of the first self-service produce, meat and deli departments. This milestone marked the advent of the first true supermarkets as we know them today. The most explosive growth occurred during the 1970ʹs when VONS branched out to 159 stores with 16,000 employees, making it firmly the #1 grocery retailer in Southern California.

Today the VONS operation, which includes Pavilions stores, is now a part of the Safeway family of companies. VONS stretches from San Diego to Fresno, from Clark County, Nevada to the Pacific. Its 325 stores serve millions of Southern Californians and Nevadans. The marketing area that Vons covers comprises some of the most affluent, forward thinking, culturally mixed communities in the U.S. The VONS business strategy has always been to provide for the needs of these communities with the highest quality meat and produce at competitive prices.

Safeway will analyze and evaluate other .BRAND gTLD applications as well as general market adoption to determine short- and long-term potential best-in-class use case options to more effectively service and enhance its online strategy. Safewayʹs current operating strategy is to provide outstanding value to consumers by offering a unique shopping experience in its stores and online, with a wide selection of high quality products at low, everyday prices and attractive Club Card specials. Safeway is also taking a brand management approach to building high quality proprietary Consumer brands with significant innovation and new product development work.

The intended future mission and purpose of the .VONS gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Safeway and its qualified subsidiaries and affiliates for consumers. Safeway will be the entity to bring the .VONS gTLD to market and is also applying for .SAFEWAY, .JUSTFORU, and .GROCERY (“Safeway Family of gTLDs”).

Although ICANN has not recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand owner community that this will become a specialty subset of new gTLDs. The .VONS gTLD was planned as a .BRAND gTLD, with the goal of protecting VONSʹ online presence and identity, expanding its marketing and promotional efforts, providing a secure channel for products and information online, and offering a platform on which to consolidate many of the intellectual property activities of VONS.
Safeway intends to initially limit registration and use of domain names within the .VONS gTLD to Safeway and its qualified subsidiaries and affiliates. This initial use will allow Safeway to establish its operations and achieve full sustainability. This limited distribution, coupled with the other requirements set forth in Specification 9 of the template Registry Agreement, is intended to exempt Safeway from its annual Code of Conduct Compliance requirements.

Safeway has currently planned a four-stage rollout for the .VONS gTLD:

1) Stage 1

In the initial stage of implementation of the .VONS gTLD, Safeway will register a limited number of second-level domain names and, potentially, use .VONS domain names to redirect to VONS content in the .COM TLD.

This will provide Safewayʹs IT and security personnel with the time to run a number of tests to ensure seamless and secure access using .VONS domain names, interoperability with various software and Web-based applications, and unbroken and secure use of all domain names. This will also allow the appropriate Safeway staff to coordinate with the internal and external staff responsible for the delegation and setup phases of the .VONS gTLD to ensure proper transition from delegation to full operation.

2) Stage 2

Once all testing has been successfully completed, Safeway will begin allocating domain names in .VONS for more widespread internal use. During this same period of time, Safeway will begin evaluating strategies to potentially migrate traffic away from its current network of second-level domain names, which are registered in a variety of TLDs, to the new Safeway Family of gTLDs.

It is during Stage 2 that Safeway will evaluate expanding the operations of the gTLD to permit registration by other registrants, including licensees and strategic partners. Should this lead to a decision to extend registration rights to other parties, the expansion would take place during Stage 3. However, any expansion would be conditional upon a review of Specification 9 (Registry Code of Conduct), as set forth in the template Registry Agreement, to ensure compliance with Safewayʹs business model.

3) Stage 3

Depending upon the analysis of the evaluations undertaken in Stage 2, Safeway may begin to implement the permanent migration of Internet traffic away from the TLDs in which Safewayʹs domain names are currently registered, to the new Safeway Family of gTLDs. It is during this stage that Safeway may also implement its decision to extend registration rights to a wider class of registrants, including licensees and strategic partners, depending upon compliance with Specification 9, as noted above. The dates of such an expansion are subject to change depending upon business, strategic, and industry factors at the time.

After consideration of the following factors: analysis of Safewayʹs existing domain name portfolio; internal analysis of marketing initiatives; and the fact that Safeway will have full control over the number of registrations in the .VONS gTLD namespace, Safeway is confident that the number of domain name registrations will be less than 500 in the first five years of operation.

4) Stage 4

Based on its experience with any expansion implemented in Stage Three, Safeway will assess whether its business plan and expansion strategy should be augmented by extending registration rights to a wider class of registrants, including, potentially, Safeway and VONS customers. Safeway anticipates that changes to the domain name industry, particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed. Any decision to expand the .VONS gTLD beyond use by Safeway and its qualified subsidiaries and affiliates will take into account this experience as well as the technical analysis of potential expansion.

The potential use of the .VONS gTLD by Safeway will also be driven by Safewayʹs future business strategies for VONS as identified in its annual report and investor filings, see http:⁄⁄www.safeway.com⁄ShopStores⁄Investors.page#iframetop.

Utilizing current projections based upon Safewayʹs existing businesses, future business plans, current domain name portfolio, and other strategic factors, Safeway estimates that second-level domain name registrations will be in line with the projections set forth in the financial template provided in response to Question 46 of this application.