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Employment Agreement - SkyMall Inc. and Thomas Edwards

Employment Forms

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                              EMPLOYMENT AGREEMENT


THIS AGREEMENT is made  effective this 5th day of January,  1999, by and between
SkyMall,   Inc.,  a  Nevada   corporation   ("Employer"),   and  Thomas  Edwards
("Employee"):

                                    RECITALS

     A.   Employer wishes to retain the services of Employee;

     B.   Employee wishes to be employed by Employer as Chief Marketing  Officer
          for Employer's subsidiary, Skymall.com, Inc.; and

     C.   Employer  and  Employee  wish  to  memorialize   the  terms  of  their
          agreement.

                                    AGREEMENT

     In consideration of Employer's employment of Employee,  the compensation to
be paid to Employee, and the mutual covenants and promises contained herein, the
parties agree as follows:

     1.  EMPLOYMENT.  Employer shall employ Employee as Chief Marketing  Officer
for Skymall.com,  inc., and reporting  directly to the CEO of the parent company
SkyMall Inc.  Employee  shall accept such  employment  and agrees to perform his
duties and responsibilities in accordance with the terms and conditions herein.

     2. TERM.  The term of the employment of Employee by Employer shall be for a
period of three years,  commencing on January 5, 1999,  and ending on January 5,
2002,  unless  sooner  terminated  in  accordance  with  paragraph  17  of  this
Agreement.  The  employment  of Employee  may be renewed by a written  agreement
signed by the Employee and Employer  specifically renewing Employee's employment
and  specifying a renewal term.  Neither the Employee nor Employer will have any
obligation to renew the employment.

     3. EMPLOYEE'S  OBLIGATIONS  AND DUTIES.  During the term of his employment,
Employee  shall  devote  his full time and  efforts to the  business  affairs of
Employer  provided,  however,  the foregoing shall not prevent the employee from
pursuing other  activities  outside his employment with employer so long as such
activities  do not  interfere  with  his  performance  with his  duties  and the
employee  keeps the CEO informed of his  activities.  Employee shall perform and
discharge in a diligent and professional manner such duties and responsibilities
as may be prescribed from time to time by Employer. Employee agrees to adhere to
all of Employer's rules,  policies, and procedures as may be in effect from time
to time, including but not limited to Employer's policy requiring pre-employment
and routine  random drug  screening,  and any policies  contained in  Employer's
employee  guidebooks.  Employer may amend,  revise,  or  discontinue  any of its
rules,  policies,  and procedures as Employer deems necessary or desirable.  The
terms of Employer's rules,  policies,  procedures and employee guidebooks do not
create any contractual rights in favor of Employee.


<PAGE>

     4. BOARD OF  DIRECTORS.  Employer  shall cause  Employee to be  immediately
appointed to the Board of Directors of Skymall.com, Inc.

     5. ANNUAL BASE SALARY.  During the term of Employee's employment under this
Agreement,  Employer  shall pay  Employee  an annual base salary of a minimum of
$250,000.00.  From time to time, or in connection with performance  evaluations,
Employer  may increase the amount of this base  salary.  All  compensation  paid
pursuant to this  paragraph  shall accrue and be payable in accordance  with the
payroll practices of Employer as may be in effect from time to time.  Employer's
current payroll practices provide for bi-weekly payment of wages.

     6. SIGNING BONUS. On the first  regularly  occurring pay day after Employee
commences his employment,  Employer shall pay Employee a one-time  signing bonus
in the amount of $100,000.00.

     7. INCENTIVE  BONUS.  During the term of Employee's  employment  under this
Agreement,  Employee will be eligible to  participate  in  Employee's  incentive
compensation  plan  that  will  allow  Employee  to earn a cash  bonus  of up to
seventy-five  percent (75%) of his annual base salary, with a guaranteed minimum
bonus of $150,000.00 annually.

     8. STOCK OPTIONS. Employee shall be eligible to receive options to purchase
75,000  shares of stock of  SkyMall,  Inc.  at the  market  price on the date of
acceptance of this  agreement.  One-third of such options  shall be  immediately
vested,  and the remaining  two-thirds  shall vest as follows:  one-third on the
first  anniversary  of the date of this  agreement  and  one-third on the second
anniversary of this agreement.  On the ninetieth day following the acceptance of
your employment and to the extent that the stock price of SkyMall's common stock
is less than the exercise price of the option granted to you on your start date,
the  Board  will  consider  granting  additional  options  to  you to  give  the
equivalent  economic  benefit of the options  granted to you on your start date.
Employee  shall be eligible for  additional  option  grants in  accordance  with
Employer's  policies  as may be in  effect  during  the term of this  Agreement.
Employee  shall be  entitled  to retain any  options  granted  pursuant  to this
Agreement,  vesting  will be  accelerated  to 100%  upon  change in  control  in
accordance  with  the  terms  of  any  applicable  option  agreement,   even  if
Skymall.com, Inc. is no longer owned by Employer. All options granted under this
agreement shall become fully vested upon a change in control of SkyMall Inc.

     9. COMPENSATION BY RIPTIDE.  During the term of Employee's employment under
this Agreement, Employer acknowledges that Riptide has agreed to pay Employee an
additional  $200,000.00  each year for three  years,  to be  pro-rated  and paid
concurrently  with the pay periods of  Employer.  If Riptide  fails to make such
payments to Employee for any reason  whatsoever,  Employer shall  guarantee such
payments and make such payments itself.

     10. PERSONAL PAID TIME OFF.  Employee shall be entitled to 24 personal paid
time off days per year  (accrued at the rate of 7.38 hours per pay period).  Any
unused days shall be  forfeited,  and no payment shall be made in lieu of taking
time off.

     11.  401(K).  After 90 days of  employment,  Employee  shall be eligible to
participate in Employer's 401(k) Plan that is currently offered through Fidelity


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<PAGE>

Investments. Employer shall match fifty percent (50%) of Employee's contribution
to the 401(k) Plan (up to 6% of  Employee's  annual base  salary) in  accordance
with the terms of the Plan documents.

     12. EMPLOYEE BENEFITS.  During the term of Employee's employment under this
Agreement,   Employee  shall  be  eligible  for  medical  and  dental  insurance
(beginning  on the first day of the month  after one full month of  employment),
short and long-term disability  insurance and life insurance,  all in accordance
with the standard  benefits  policies and procedures  applicable to employees of
Employer during the term of this Agreement.

     13.  EXPENSES.   During  the  term  of  Employee's  employment  under  this
Agreement,  Employer shall reimburse  Employee for all reasonable  travel (it is
expressly understood that it shall be reasonable to purchase First Class tickets
for air travel) and other expenses  incurred by Employee in connection  with the
performance by Employee of his duties and responsibilities hereunder, subject to
Employee's  submission  of receipts for the  expenses,  and in  accordance  with
Employer's standard policies as may be in effect from time to time.

     14. RELOCATION  REIMBURSEMENT.  Employee shall be entitled to reimbursement
for reasonable  travel expenses  associated with up to three visits during which
he and his spouse  locate a home in  Arizona,  and  reasonable  moving  expenses
associated   with  Employee's   relocation  from  California  to  Arizona.   The
reimbursement  shall be  grossed  up for tax  purposes  and  shall  include  the
following  items that are  actually  paid for by Employee  and  documented  with
applicable receipts:  closing costs on the sale of Employee's home in California
and  purchase  of a home in Arizona;  packing,  loading  and  transportation  of
household  goods and four cars;  air fare for spouse,  two children and nanny or
mileage (at 32 cents per mile) if cars are driven from  California to Arizona by
Employee or his spouse;  the cost of up to two rental cars while Employee's cars
are being  moved;  and other  reasonable,  incidental  interim  moving or living
expenses not to exceed ninety days from the date of  employment.  Employer shall
not purchase Employee's current home.

     15.  WITHHOLDING OF TAXES.  Employer may withhold from any  compensation or
benefits  payable to Employee under this Agreement all federal,  state and local
taxes as may be required to be withheld by law, regulation or ruling.

     16.  PERFORMANCE  REVIEWS.  Employer  shall  provide  Employee  with annual
performance  reviews  in a manner  deemed  reasonable  by  Employer  in its sole
discretion.

     17. TERMINATION.  Employee's employment is at will and may be terminated at
any time, by either party, with or without cause, by providing written notice to
the other.

          a.   BY EMPLOYEE.  If Employee's  employment is terminated by Employee
for any reason, or for no reason,  Employer shall have no further  obligation or
liability other than: (i) to provide  Employee his pro-rated  annual base salary
through the last date Employee  performs work for Employer;  and (ii) to provide
Employee continuing benefits as required under COBRA or other applicable law.


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<PAGE>

          b.   BY EMPLOYER.  If Employee's  employment is terminated by Employer
for any reason,  then Employer  shall,  through January 5, 2002: (i) continue to
guarantee  and pay to  Employee  the annual  base  salary of  $250,000.00;  (ii)
continue  to  guarantee  the annual  compensation  of  $200,000.00  promised  by
Riptide;  and (iii) continue to pay to Employee the guaranteed  minimum bonus of
$150,000.00 annually through January 2002. Additionally, the stock options to be
awarded  hereunder  shall  continue to vest,  and Employee  shall be eligible to
purchase  additional options that would normally be made available to executives
at his level.

     18.  CONFIDENTIALITY.

          a.   CONFIDENTIAL  MATERIAL. In the course of Employee's employment by
Employer,  Employee  will be given  access to and become  acquainted  with trade
secrets and various other  proprietary or confidential  technical and commercial
information,  including,  but  not  limited  to,  the  following:  (i)  business
strategies,  pricing,  marketing  and  cost  data;  (ii)  technical  information
regarding  Employer's  products  and  services;   (iii)  confidential   customer
information;  (iv)  customer and supplier  lists;  (v) contents of contracts and
agreements  with partners,  merchants,  customers and  suppliers;  (vi) customer
requirements  and   specifications;   and  (vii)  e-commerce   designs,   plans,
development  techniques  and  other  products  or  processes,   whether  or  not
copyrighted  by  Employer.  All items  described in the  foregoing  sentence are
defined herein as "Confidential  Material."  Employee further  acknowledges that
the Confidential Material has been developed or acquired by the Employer through
expenditure of substantial  time,  effort and money,  and that the  Confidential
Material provides Employer with an advantage over competitors.

          b.   NON-DISCLOSURE   AGREEMENT.   In  consideration   for  access  to
Confidential Material, Employee agrees that during his employment and continuing
for five years thereafter,  he shall not directly or indirectly  disclose or use
for any reason whatsoever any Confidential Material obtained by him by reason of
his  employment  with  Employer,  except as required to conduct the  business of
Employer  or as  authorized  by  express  written  permission  of the  Board  of
Directors of Employer or as otherwise required by law.

          c.   OWNERSHIP  OF  DATA.  Employee  confirms  that  all  Confidential
Material and all  documents  reflecting  such  information  remain the exclusive
property of Employer. All business records,  papers, documents or other data, in
whatever  form,  kept or made by Employee  relating to the business of Employer,
shall be and shall remain the property of Employer during the term of Employee's
employment and at all times thereafter. Employee will grant and hereby grants to
Employer the sole and exclusive  ownership of (including  the sole and exclusive
right to  reproduce,  use or  disclose  for any  purpose)  any and all  reports,
drawings, data, programs,  plans, writings or other information made or prepared
by Employee alone or with others during the term of his  employment  that relate
to his employment or Employer's business.

          d.   REMEDIES.  Employee  hereby  agrees  that  damages  and any other
remedy  available  at law would be  inadequate  to redress or remedy any loss or
damage suffered by Employer upon any breach of the terms of this paragraph 18 by
Employee, and Employee therefore agrees that Employer, in addition to recovering


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<PAGE>

on any claim for damages or obtaining  any other remedy  available at law,  also
may  enforce  the  terms  of  this   paragraph  18  by  injunction  or  specific
performance,  and may obtain any other  appropriate  remedy available in equity.
Employee  further  acknowledges  and agrees that  Employer  shall be entitled to
recover  attorneys' fees and costs associated with enforcement of this paragraph
18.

     19. NON-COMPETE AGREEMENT.

          a.   HIGHLY-COMPETITIVE  MARKET. Employee acknowledges and agrees that
Employer's products and services are sold and performed in a  highly-competitive
market.  Employee acknowledges that the services he may render to Employer,  the
information  exchanged  between all parties in connection  with rendering  those
services, and Employer's relationships with customers, airlines,  transportation
companies,  catalog  retailers,  vendors,  banks,  accountants,  and  any  other
Employer program participants, business partners or similar parties, are each of
a unique  and  valuable  character.  Employee  acknowledges  that the market for
Employer's products and services is national and international in scope.

          b.   LIMITATION OF ACTIVITIES.  Employee  agrees that, for a period of
two (2) years after the  termination of this agreement or the date employer last
makes a payment to employee under this  Agreement,  he shall not engage in, plan
for, organize, work for, or assist, directly or indirectly, any business that is
competitive,  directly or  indirectly,  with  Employer's  business,  nor solicit
participants  in or  customers of the  Employer's  program,  nor use  Employee's
knowledge of Employer or its business in any manner that competes with Employer.
As used in this paragraph 19, the term Employer includes  SkyMall,  Inc. and any
of  its  affiliates  or  subsidiaries.   The  foregoing  restrictions  shall  be
understood   to  prohibit   Employee   from   participating   in  the  following
non-exclusive list of activities:

               (i)  Provide  services  as  an  employee,  director,  consultant,
agent,  or  representative  to any company or other entity that is  competitive,
directly or indirectly,  with Employer's  plans and initiatives for the Internet
or interactive shopping.

               (ii) Provide  services  as  an  employee,  director,  consultant,
agent,  or  representative  to any  catalog  company  or  other  entity  that is
competitive,  directly or indirectly, with Employer or its products and services
or entities in which SkyMall has an equity interest.

               (iii) Directly  or   indirectly   solicit   Employer's   vendors,
customers,  employees,  business  partners  or  similar  third  parties  for any
activity that is directly or indirectly competitive with Employer.

               (iv) Participate  in, be employed in any  capacity  by,  serve as
director,  consultant,  agent  or  representative  for,  or have  any  interest,
directly  or  indirectly,  in any  entity or  enterprise  which is  engaged in a
business directly or indirectly competitive to Employer, or which is competitive
to any products and services being actively  developed by Employer with the bona
fide intent to market same.  Without  limiting the  generality of the foregoing,


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<PAGE>

Employee  agrees that it shall be a violation of this  Agreement for Employee to
participate  in, be employed in any capacity by, serve as director,  consultant,
agent or representative  for, or have any interest,  directly or indirectly,  in
the following companies or any of their affiliates:  Genesis Direct, Cornerstone
Group, CUC International, Inc., Hanover and Cinmar Group.

               (v)  Own,   either  directly  or  indirectly  or  through  or  in
conjunction  with one or more  members of his family or his  spouse's  family or
through any trust or other contractual arrangement,  a greater than five percent
(5%)  interest in, or  otherwise  control  either  directly or  indirectly,  any
partnership,  corporation,  or other entity which has products and services that
are  competitive  to any  products  and  services  being  developed or otherwise
offered by Employer or being  actively  developed  by Employer  with a bona fide
intent to market same.

          c.   REMEDIES.  Employee  hereby  agrees  that  damages  and any other
remedy  available  at law would be  inadequate  to redress or remedy any loss or
damage suffered by Employer upon any breach of the terms of this paragraph 19 by
Employee, and Employee therefore agrees that Employer, in addition to recovering
on any claim for damages or obtaining  any other remedy  available at law,  also
may  enforce  the  terms  of  this   paragraph  19  by  injunction  or  specific
performance,  and may obtain any other  appropriate  remedy available in equity.
Employee  further  acknowledges  and agrees that  Employer  shall be entitled to
recover  attorneys' fees and costs associated with enforcement of this paragraph
19.

     If any provision of this paragraph 19 is deemed,  as a matter of law, to be
unreasonable as to time, area, or scope by any court, then such court shall have
authority to modify this  paragraph as to time,  area or scope,  but only to the
limited extent necessary to make this paragraph reasonable and enforceable.

     20.  EMPLOYEE'S  REPRESENTATIONS  AND WARRANTIES.  Employee  represents and
warrants  that he is  currently  a member  of the  Boards  of  Directors  of the
following  entities,  and no others:  Riptide,  Gravity,  City  Meals.  Employee
represents  and  warrants  that  this  Agreement  does not  violate  the  terms,
conditions or provisions of any employment relationship with any prior employer.

Employee shall not accept any  appointments to serve on any other Boards without
prior written approval of Employer.

     21. RETURN OF MATERIALS.  Employee shall return to Employer promptly at its
request all  materials  furnished  to Employee  by  Employer  and all  materials
prepared by Employee that contain Confidential Material together with all copies
thereof.

     22.  NOTICES.  Any  notice or other  communication  required  or  permitted
hereunder  shall be sufficient  if given in writing and delivered  personally or
mailed by  registered  or certified  mail,  return  receipt  requested,  postage
prepaid and addressed to the parties at the addresses listed below. Either party
may designate a different address by notice so given.


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<PAGE>

                      Employer:  Christine Aguilera
                                 General Counsel
                                 SkyMall, Inc.
                                 1520 East Pima Street
                                 Phoenix, Arizona  85034

                      Employee:  Tom Edwards
                                 11 Ashdown Place
                                 Half Moon Bay, CA  94404

     23.  GOVERNING  LAW AND  CHOICE OF  FORUM.  The  validity,  interpretation,
construction  and performance of this Agreement shall be governed by the laws of
the State of Arizona  without  regard to its  conflicts of law  principles.  The
parties  agree  that any legal  suit,  action or  proceeding  arising  out of or
related to this  Agreement  shall be  instituted  in a state or federal court of
competent  jurisdiction located in Maricopa County,  Arizona. The parties accept
the exclusive  jurisdiction of the aforesaid courts, and irrevocably agree to be
bound by any judgment rendered by said courts in connection with this Agreement.

     24.  SEVERABILITY.  The invalidity or  unenforceability of any provision or
provisions of this Agreement shall not affect the validity or  enforceability of
any other  provision  of this  Agreement,  which shall  remain in full force and
effect.

     25. AMENDMENT.  This Agreement shall not be modified,  amended or rescinded
except by written instrument duly executed by Employee and Employer.

     26. COUNTERPARTS.  This Agreement may be executed in several  counterparts,
each of which shall be deemed to be an original but all of which  together  will
constitute one and the same instrument.

     27. CAPTIONS AND HEADINGS.  The captions and headings of this Agreement are
for  convenience  of reference  only and shall not be considered to be a part of
this Agreement,  affect the meaning or interpretation  of this Agreement,  or be
used in determining the intent of the parties.

     28.  SURVIVAL.  The  provisions of  paragraphs 18 and 19 of this  Agreement
shall remain in full force and effect  following the  termination  of Employee's
employment or the termination of this Agreement.

     29.  SUCCESSORS AND ASSIGNS.  This Agreement  shall inure to the benefit of
and be unforceable by Employer's successors and assigns, and is fully assignable
by Employer to any of Employer's current or future affiliates and subsidiaries.


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<PAGE>

     30. ENTIRE  AGREEMENT.  Except as stated herein,  this Agreement sets forth
the entire  understanding  of the  parties  hereto  with  respect to the subject
matter hereof.


SKYMALL, INC.,
A NEVADA CORPORATION


By: /s/ Robert M. Worsley                    Date:         1/5/99
    --------------------------------                -----------------------
    Robert M. Worsley
    Its:  President and CEO



/s/ Thomas C. Edwards                        Date:         1/5/99
------------------------------------                -----------------------
Thomas C. Edwards


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