SKYMALL INC
S-8, 1998-04-24
CATALOG & MAIL-ORDER HOUSES
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<PAGE>   1

          As filed with the Securities and Exchange Commission on April 24, 1998

                                                    Registration No. 33-
================================================================================

                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                    FORM S-8
                          REGISTRATION STATEMENT UNDER
                           THE SECURITIES ACT OF 1933
                                          


                                 SKYMALL, INC.
             (Exact name of registrant as specified in its charter)


            Nevada                                                86-0651100
(State or other jurisdiction of                               (I.R.S. Employer
 incorporation or organization)                              Identification No.)


1520 East Pima Street, Phoenix, Arizona                              85034   
(Address of Principal Executive Offices)                          (Zip Code)


                             1994 Stock Option Plan
                            (Full title of the plan)


                           Christine A. Aguilera, Esq.
                     Vice President of Business Development,
                          General Counsel and Secretary
                                  SkyMall, Inc.
                              1520 East Pima Street
                             Phoenix, Arizona 85034
                     (Name and address of agent for service)

                                 (602) 254-9777
          (Telephone number, including area code, of agent for service)

                                  With copy to:

                          Christopher D. Johnson, Esq.
                        Squire, Sanders & Dempsey L.L.P.
                        40 N. Central Avenue, Suite 2700
                             Phoenix, Arizona 85004
                                 (602) 528-4000

Approximate Date of Commencement of Proposed Sale: As soon as practicable  after
the Registration Statement becomes effective.

<PAGE>   2


                         CALCULATION OF REGISTRATION FEE

================================================================================
                                   PROPOSED         PROPOSED
TITLE OF                           MAXIMUM          MAXIMUM
SECURITIES           AMOUNT        OFFERING         AGGREGATE         AMOUNT OF
TO BE                TO BE          PRICE           OFFERING        REGISTRATION
REGISTERED         REGISTERED     PER SHARE*         PRICE*             FEE
- ----------         ----------     ----------        ---------       ------------

Common Stock        1,100,000       $5.25          $5,775,000          $1,704
$.001 par value

================================================================================

*    Estimated  solely  for  the  purpose  of  calculating  the  amount  of  the
     registration fee, pursuant to Rules 457(c) and 457(h) of the Securities Act
     of 1933,  on the basis of the average of the high and low prices for shares
     of Common Stock on April 21, 1998.


                                      S-2

<PAGE>   3


                                     PART I

              INFORMATION REQUIRED IN THE SECTION 10(A) PROSPECTUS


     The documents  containing the information  specified in Part I, Items 1 and
2, will be delivered to employees in accordance with Form S-8 and Securities Act
Rule 428.

                                      S-3

<PAGE>   4
                                     PART II

               INFORMATION REQUIRED IN THE REGISTRATION STATEMENT


Item 3.   INCORPORATION OF CERTAIN DOCUMENTS BY REFERENCE.

     The following  documents  are hereby  incorporated  by reference  into this
Registration Statement:  (a) the Registrant's Annual Report of Form 10-K for the
fiscal year ended  December 31, 1997;  (b) all reports filed with the Securities
and Exchange  Commission  pursuant to Section  13(a) or 15(d) of the  Securities
Exchange Act of 1934 subsequent to December 31, 1997; and (c) the description of
the  Registrant's  capital  stock  contained  in the  Registrant's  Registration
Statement on Form 8-A filed with the Securities and Exchange Commission pursuant
to Section 12(g) of the Securities Act of 1934.

     All documents  subsequently  filed by the  Registrant  pursuant to Sections
13(a),  13(c), 14 or 15(d) of the Securities  Exchange Act of 1934, prior to the
filing  of a  post-effective  amendment  to this  Registration  Statement  which
indicates that all securities  offered have been sold or which  deregisters  all
securities  then  remaining  unsold,  shall  be  deemed  to be  incorporated  by
reference in this  Registration  Statement and to be a part hereof from the date
of filing such documents.

Item 4.   DESCRIPTION OF SECURITIES.  Not applicable.

Item 5.   INTERESTS OF NAMED EXPERTS AND COUNSEL.  Not applicable.

Item 6.   INDEMNIFICATION OF DIRECTORS AND OFFICERS.  

     Articles 11 and 12 of the Company's  Articles of  Incorporation  provide as
follows:
 
     1. To the fullest extent  permitted by the laws of the State of Nevada,  as
the same exist or may  hereinafter  be  amended,  no  director or officer of the
Corporation  shall be personally  liable to the Corporation or its  shareholders
for  monetary  damages  for breach of  fiduciary  duty as a director or officer;
provided,  however,  that nothing  contained herein shall eliminate or limit the
liability of a director or officer of the  Corporation to the extent provided by
applicable laws (i) for acts or omissions which involve intentional  misconduct,
fraud  or  knowing  violation  of law or (ii) for  authorizing  the  payment  of
dividends in violation of Nevada Revised Statutes Section 78.300. The limitation
of  liability  provided  herein shall  continue  after a director or officer has
ceased to occupy such  position as to acts or  omissions  occurring  during such
director's  or  officer's  term or terms of  office.  No  repeal,  amendment  or
modification  of this Article,  whether direct or indirect,  shall  eliminate or
reduce its effect  with  respect to any act or omission of a director or officer
of the Corporation occurring prior to such repeal, amendment or modification.
 
                                      S-4
<PAGE>   5

     2. The Corporation shall indemnify, defend and hold harmless any person who
incurs expenses,  claims,  damages or liability by reason of the fact that he or
she is, or was, an officer, director,  employee or agent of the Corporation,  to
the fullest extent allowed pursuant to Nevada law.

     The  Registrant's  Bylaws require the Registrant to indemnify its directors
and officers to the full extent  provided by Nevada law. The Registrant has also
entered into separate indemnification agreements with its directors and officers
which would  require the  Registrant,  among other  things,  to  indemnify  them
against certain  liabilities that may arise by reason of their status or service
as directors  or officers,  other than  liabilities  arising from fraud,  actual
dishonesty,  willful misconduct, or violation of Section 16(b) of the Securities
Exchange  Act of 1934.  The  agreements  would also  require the  Registrant  to
advance directors and officers' expenses in certain circumstances.
 
     The  Registrant  currently  maintains  directors'  and officers'  liability
insurance.

Item 7.   EXEMPTION FROM REGISTRATION CLAIMED. Not applicable.

Item 8.   EXHIBITS.
          
     Exhibit Index located at Page S-8.

Item 9.   UNDERTAKINGS.  

     (a)  The undersigned Registrant hereby undertakes:

          (1) To file,  during  any  period  in which  offers or sales are being
     made, a post- effective amendment to this registration statement:

               (i) To include any prospectus required by Section 10(a)(3) of the
          Securities Act of 1933;

               (ii) To reflect  in the  prospectus  any facts or events  arising
          after the effective  date of the  registration  statement (or the most
          recent post-effective amendment thereof) which, individually or in the
          aggregate,  represents a  fundamental  change in the  information  set
          forth in the registration statement;

               (iii) To include any  material  information  with  respect to the
          plan of  distribution  not  previously  disclosed in the  registration
          statement  or  any  material   change  to  such   information  in  the
          registration statement;

     provided,  however,  that  paragraphs  (i)  and  (ii) do not  apply  if the
     registration  statement  is on  Form  S-3 or Form  S-8 and the  information
     required to be included in a  post-effective  amendment by those paragraphs
     is  contained  in  periodic  reports  filed by the  Registrant  pursuant to
     Section 13 or Section 15(d) of the Securities Exchange Act of 1934 that are
     incorporated by reference in the registration statement.

                                      S-5

<PAGE>   6

          (2) That,  for the purposes of  determining  any  liability  under the
     Securities Act of 1933, each such post-effective  amendment shall be deemed
     to be a new  registration  statement  relating  to the  securities  offered
     therein,  and the offering of such  securities at that time shall be deemed
     to be the initial bona fide offering thereof.

          (3) To remove from registration by means of a post-effective amendment
     any  of  the  securities  being  registered  which  remain  unsold  at  the
     termination of the offering.

     (b) The  undersigned  Registrant  hereby  undertakes  that, for purposes of
determining  any liability  under the Securities Act of 1933, each filing of the
Registrant's  annual  report  pursuant to Section  13(a) or Section 15(d) of the
Securities  Act of 1934  (and,  where  applicable,  each  filing of an  employee
benefit  plan's  annual  report  pursuant  to  Section  15(d) of the  Securities
Exchange Act of 1934) that is  incorporated  by  reference  in the  registration
statement  shall be deemed to be a new  registration  statement  relating to the
securities  offered  therein,  and the offering of such  securities at that time
shall be deemed to be the initial bona fide offering thereof.

     (c) Insofar as indemnification for liabilities arising under the Securities
Act of 1933 may be permitted to directors,  officers and controlling  persons of
the  registrant  pursuant  to  the  foregoing  provisions,   or  otherwise,  the
registrant  has been advised that in the opinion of the  Securities and Exchange
Commission such indemnification is against public policy as expressed in the Act
and is, therefore,  unenforceable. In the event that a claim for indemnification
against such  liabilities  (other than the payment by the registrant of expenses
incurred or paid by a director,  officer or controlling person of the registrant
in the successful defense of any action, suit or proceeding) is asserted by such
director,  officer or controlling person in connection with the securities being
offered,  the registrant  will,  unless in the opinion of its counsel the matter
has been  settled by  controlling  precedent,  submit to a court of  appropriate
jurisdiction  the  question  of whether  such  indemnification  by it is against
public  policy  as  expressed  in the Act  and  will be  governed  by the  final
adjudication of such issue.

                                      S-6

<PAGE>   7

                                   SIGNATURES

     Pursuant to the  requirements of the Securities Act of 1933, the Registrant
certifies  that it has  reasonable  grounds to believe  that it meets all of the
requirements  for  filing  on Form S-8 and has  duly  caused  this  Registration
Statement  to be  signed  on its  behalf  by  the  undersigned,  thereunto  duly
authorized, in the City of Phoenix, and the State of Arizona, on April 23, 1998.

                                   SKYMALL, INC., a Nevada corporation

                                   By: /s/ Robert M. Worsley
                                       -----------------------------------------
                                       Robert M. Worsley, President
                                        
                                POWER OF ATTORNEY

     KNOW ALL MEN BY THESE PRESENTS,  that each person whose  signature  appears
below  constitutes and appoints ROBERT M. WORSLEY and DARRYL BAKER,  and each of
them,  his true and  lawful  attorneys-in-fact  and  agents,  with full power of
substitution and resubstitution for him and in his name, place and stead, in any
and all capacities, to sign any and all amendments to this Form S-8 Registration
Statement,  and to file the same, with all exhibits thereto, and other documents
in connection  therewith with the Securities and Exchange  Commission,  granting
unto  said  attorneys-in-fact  and  agents,  and each of them,  full  power  and
authority to do and perform each and every act and thing requisite and necessary
to be done in and about the  premises,  as fully and to all intents and purposes
as he might or could do in person hereby  ratifying and confirming all that said
attorneys-in-fact and agents, or his substitute or substitutes,  may lawfully do
or  cause to be done by  virtue  hereof.  Pursuant  to the  requirements  of the
Securities  Exchange Act of 1934,  this  Registration  Statement on Form S-8 has
been signed below by the following  persons on behalf of the  registrant  and in
the capacities and on the dates indicated:
                                
SIGNATURE                          TITLE                              DATE

/s/ Robert M. Worsley         Chairman of the Board,             April 23, 1998
- ---------------------------   President (Chief Executive
     Robert M. Worsley        Officer)

/s/ Darryl Baker              Controller                         April 23, 1998
- ---------------------------   (Principal Accounting Officer)
     Darryl Baker


- ---------------------------   Director                           
     Alan C. Ashton

/s/ Lyle R. Knight            Director                           April 23, 1998
- ---------------------------
     Lyle R. Knight

/s/ Thomas J. Litle           Director                           April 23, 1998
- ---------------------------
     Thomas J. Litle IV

/s/ Randy Petersen            Director                           April 23, 1998
- ---------------------------
     Randy Petersen
                                      S-7

<PAGE>   8

                                  EXHIBIT INDEX


EXHIBIT                                                      PAGE OR
NUMBER    DESCRIPTION                                    METHOD OF FILING
- -------   ---------------------------------------------  ----------------

 4.1      1994 Stock Option Plan                                *
          (As Amended April 20, 1998)
  
 4.2      Form of Stock Option Agreement                        *

 5        Opinion of Squire, Sanders & Dempsey                  *
          L.L.P., counsel for the Registrant
          (including consent)

 23.1     Consent of Arthur Andersen LLP                        *

 23.2     Consent of Counsel                             See Exhibit 5

 24       Powers of Attorney                             See Signature Page

- -------------------

* Filed herewith.

                                      S-8


<PAGE>   1
                                                                     EXHIBIT 4.1

                                  SKYMALL, INC.

                             1994 STOCK OPTION PLAN
                          (AS AMENDED APRIL 20, 1998)

1.   Purpose.
     -------

     The  SkyMall,  Inc.  1994  Stock  Option  Plan is  intended  to  assist  in
attracting  and  retaining  certain key employees to whom options may be granted
under the Plan.

2.   Definitions. The following terms have the following meanings:
     -----------

     2.1.  "Act" means  the Federal  Securities  Act of 1933,  as  amended,  and
applicable state securities laws.

     2.2.  "Board" means the Board of Directors of SkyMall, Inc.

     2.3.  "Code" means  the Internal Revenue Code of 1986, as amended,  and the
rules and regulations thereunder.

     2.4.  "Committee"  means  the  Compensation   Committee  of  the  Board  of
Directors of Skymall, Inc.

     2.5.  "Company" means SkyMall, Inc. and any of its subsidiaries.

     2.6.  "Grant Date" means the date on which an Option is granted.

     2.7.  "Incentive  Option" means an Option  eligible for tax treatment as an
incentive option under Section 422 of the Code.

     2.8.  "Non-Qualified  Option"  means an Option that is not eligible for tax
treatment under Section 422 of the Code

     2.9.  "Option"  means an option to purchase Stock that is granted under the
Plan.

     2.10. "Optionee" means an employee to whom an Option has been granted under
the Plan.

     2.11. "Plan" means  the SkyMall,  Inc.  1994 Stock Option Plan, as amended,
the terms and conditions of which are in this instrument.

     2.12. "Stock" means the common stock of SkyMall, Inc.

     2.13. "Stock Option  Agreement" means the  written  agreement  entered into
between the Company and the Optionee that provides for the price and terms of an
option granted under the Plan.

     2.14  "Subsidiary"  means any corporation,  the majority of the outstanding
capital stock of which is owned, directly or indirectly, by the Company.

     2.15. "Tax Date" means  the date an Optionee is required to pay the Company
an amount to cover tax withholding on the exercise of a Non-Qualified option.

<PAGE>   2

     2.16. "Ten Percent Shareholder" means an employee who owns more than 10% of
the total combined voting power of all classes of stock of the Company.

3.   Administration.
     --------------

     3.1.  The Plan shall be  administered  by the Board.  Without  limiting the
powers of the  Board,  the Board  shall  have the power to  determine  the times
during which any option shall be  exercisable,  the events upon which any Option
shall be  terminated,  the  amounts,  if any,  payable  to  beneficiaries  of an
Optionee upon the death of such Optionee,  the exercisability of any Option upon
the sale of all or substantially  all of the assets of the Company,  or a merger
pursuant to which the Company is not the  surviving  corporation,  (other than a
merger that is only a change in form), and other terms of exercise. No member of
the Board shall be eligible to vote with respect to Options to be granted to him
or her.

     3.2.  The  Committee,  subject to the  provisions  of the Plan,  shall make
recommendations to the Board regarding:

          (a) the  employees  who shall  receive  Options,  the times  when such
Options  shall be  granted  and the time  limits  within  which  Options  may be
exercised,  the number of shares to be subject to each Option, and the terms and
provisions of Stock Option Agreements (which need not be identical):

          (b) Matters of interpretation of plan provisions;

          (c) rules and regulations relating to the Plan;

          (d) Stock Option Agreements under the Plan; and

          (e) other  determinations  advisable for the proper  administration of
the Plan.

All decisions and determinations of the Board in the administration of the Plan
shall be final.

4.   Tax Characteristics of Options.
     ------------------------------

     Options  granted  pursuant to the Plan may be  designated,  but need not be
designated,  as Incentive  Options.  The Stock Option  Agreement  shall  provide
whether an option is an Incentive Option or a Non-Qualified  Option. In the case
of  options  that  are  Incentive   Options  the  aggregate  fair  market  value
(determined at the time the incentive stock option is granted) of the Stock with
respect to which  options  are  exercisable  for the first  time by an  employee
during any calendar year (under all stock option plans of the Company) shall not
exceed $100,000.

5.   Stock Subject to the Plan.
     -------------------------

     5.1  Subject to  adjustments  pursuant  to  Section  11 of this  Plan,  the
aggregate number of shares that may be issued upon the exercise of Options shall
not exceed  1,100,000  shares of Stock,  which may be  authorized  but  unissued
shares or treasury shares, as the Board may determine.

     5.2  If an Option for any reason expires or is terminated,  those shares of
Stock allocated for issuance upon the unexercised or terminated  portion of such
Option may again be subject to an Option under the Plan.

                                        2
<PAGE>   3

6.   Eligibility.
     -----------
     All  directors and officers of the Company who are employees of the Company
and other key employees of the Company and any Subsidiary  (whether existing now
or a new  subsidiary)  as  selected  by the Board  shall be  eligible to receive
Options under the Plan.

7.   Option Exercise Price and Payment of Withholding Taxes.
     ------------------------------------------------------

     The price at which  shares of Stock may be  purchased  upon the exercise of
any Option shall be such price as  determined  by the Board,  which shall not be
less than 110% of the fair market value of the Stock on the date of the granting
of the Option,  but if the Company desires to grant an Incentive Option to a Ten
Percent  Shareholder,  the price at which shares may be  purchased  shall not be
less than 110% of the fair market value of the Stock at the date of grant. Also,
if an Employee  desires to exercise a Non-Incentive  Option,  the Employee shall
pay to the  Company  the  federal  and state  income and  withholding  taxes the
Company  determines  are payable on the spread  between the fair market value of
the stock at the date of exercise and Option Price.

8.   Term of Options.
     ---------------

     The term of each  Option  shall be  determined  by the  Board,  but  unless
otherwise  determined  the term of each option shall be five years from the date
of grant. In no case shall the term of any option exceed ten years from the date
of  grant,  or five  years in the case of a grant of an  Incentive  Option  to a
person who owns 10% or more of the value of the Employer's outstanding Stock.

9.   Payment on Exercise of Options.
     ------------------------------

     The price of an exercised Option and any taxes attributable to the delivery
of the Stock to the employee upon exercise of such Option shall be paid:

     (a) in United States dollars in cash or by check, bank draft or money order
payable to the order of the Company;

     (b) at the  discretion  of the Board,  through the delivery of Stock with a
fair market value equal to the exercise price and withholding taxes, if any; or

     (c) at the discretion of the Board, through a combination of (a) and (b).

10.  Non-Transferability of Options.
     ------------------------------

     Options  shall  not be  transferable  by the  Optionee,  except  that if an
employee dies, his or her personal representative may exercise the option within
90 days of the date of the employee's death.

11.  Adjustments.
     -----------

     If the Company:

     (a)  declares a dividend or makes a  distribution  on its Stock  payable in
Stock or securities convertible into Stock;

     (b)  recapitalizes  through a split-up of the  outstanding  shares of Stock
into a greater  number or a combination of the  outstanding  Stock into a lesser
number: or

                                        3
<PAGE>   4

     (c) issues,  by  reclassification  of its Stock,  any shares of Stock,  the
Board shall make appropriate and equitable adjustments in the number and kind of
shares subject to outstanding  Options under the Plan. Any other  adjustments to
the Options shall be within the sole  discretion of the Board. If the adjustment
would produce  fractional  shares with respect to any  unexercised  Option,  the
Board may adjust  appropriately  the  number of shares  covered by the Option to
eliminate  the  fractional  shares.  The  price  of  any  shares  subject  to an
outstanding Option shall be adjusted so there will be no change in the aggregate
purchase price payable upon the exercise of such Option.

12.  Additional Restrictions.
     -----------------------

     Notwithstanding  any other provisions of the Plan, any Option granted under
the Plan may contain such additional or more restrictive provisions as the Board
deems advisable and consistent with the Plan.

13.  Registration.
     ------------

     The Plan, the Stock to be issued pursuant to the exercise of Options or the
Options granted under the Act, may in the discretion of the Board, be registered
under the Act.

14.  Effective Date of Plan.
     ----------------------

     The Plan shall  become  effective as of January 1, 1994 and shall remain in
effect for ten years from its effective date,  unless it is sooner terminated by
the Board. No Incentive  Options may be issued under the Plan unless the Plan is
approved by the  stockholders  of the Company  within one year from the date the
Plan is adopted by the Company.

15.  Amendment Termination.
     ---------------------

     The  Board,  in its  discretion  and at any  time,  may  modify,  amend  or
terminate the Plan.  Neither the termination of the Plan nor any modification or
amendment thereof,  shall adversely affect any rights under an Option previously
granted under the Plan without the consent of the Optionee.  Notwithstanding the
foregoing, the Board may amend the Plan to the extent necessary to cause Options
granted  under  the Plan to meet the  requirements  of the Code and  regulations
thereunder and the Act.

16.  Miscellaneous.
     -------------

     16.1. The Grant  Date of  any  Option  under  this  Plan  shall be the date
specified  by the Board in the Stock Option  Agreement.  The grant of any Option
shall be subject to the execution by an Optionee of a Stock Option  Agreement in
the form and containing the terms specified by the Board.

     16.2. Nothing in the Plan or any Option granted hereunder shall confer upon
any  employee  any  right  to  continue  in  the  service  of the  Company  or a
Subsidiary.

     16.3  The grant of Options under the Plan,  the  issuance  and  delivery of
shares upon the  exercise of Options,  and any other  matters  relating  thereto
shall be subject to all laws,  rules and regulations as may from time to time be
applicable  thereto,  including  but not  limited  to,  any and  all  rules  and
regulations  of any stock  exchange  or  exchanges  upon which the shares of the
Company may be listed and all applicable  federal and state securities laws, and
shall be further subject to the approval of counsel for the Company with respect
to compliance with such laws, rules and regulations.

                                        4
<PAGE>   5

           As a condition to the exercise of an Option, the Company may  require
the person  exercising  such Option to represent  and warrant at the time of any
such  exercise  that the  shares are being  purchased  only for  investment  and
without  any  present  intention  to sell or  distribute  such shares if, in the
opinion of counsel for the Company,  such a representation is required by any of
the aforementioned relevant provisions of law.

           In the case of an  Incentive  Option, any  Optionee  who  disposes of
shares of Stock  acquired on the  exercise of an Option by sale or exchange  (a)
either  within  two (2) years  after the date of the grant of the  Option  under
which the Stock was acquired or (b) within one (1) year after the acquisition of
such shares of Stock shall  notify the  Company of such  disposition  and of the
amount realized upon such disposition.

     16.4  No person  shall acquire  any rights as an  Optionee  under this Plan
unless  and until a Stock  Option  Agreement  shall have been duly  executed  on
behalf of the Company by such  officer or officers as the Board shall  designate
for such purpose,  delivered to the person named  therein,  and executed by such
person.  No person  shall have any rights as a  shareholder  with respect to any
shares covered by an Option  granted  pursuant to the Plan until the date of the
issuance of a share certificate to the Optionee for such shares.

     16.5  The President of  the Company  has been  authorized  to execute  this
Plan, as amended,  and has executed the Plan, as amended,  on the date indicated
below.


                                       /s/ Robert M. Worsley
                                       -----------------------------------------
                                       President

                                       Date: April 20, 1998

                                        5


<PAGE>   1
                                                                     EXHIBIT 4.2

                                 SKYMALL, INC.

                             STOCK OPTION AGREEMENT


     This  Stock  Option  Agreement  ("Agreement")  made as of the  ____  day of
__________,  1998,  by and between  SkyMall,  Inc.,  a Nevada  corporation  (the
"Company"), and _________________________ ("Optionee").


                                    RECITALS

     The Company,  through its Board of Directors (the "Board"),  has determined
that in order to attract and retain key personnel  for positions of  substantial
responsibility,  to provide additional incentive to employees of the Company and
to promote the success of the Company's  business,  it must offer a compensation
package  that  provides  key  employees  of the Company a chance to  participate
financially  in the success of the Company by developing  an equity  interest in
it.

     The  Company  has  adopted  the 1994 Stock  Option  Plan,  as amended  (the
"Plan").

     By this  Agreement,  the Company and the Optionee  desire to establish  the
terms upon which the Company is willing to grant to the Optionee, and upon which
the Optionee is willing to accept from the Company an option to purchase  shares
of the Company's $.001 par value common stock (the "Common Stock").


                                   AGREEMENT
        
     The parties agree as follows:

1.   Grant of Option.
     ---------------

     Subject to the terms and conditions set forth herein, the Company grants to
Optionee an incentive stock option (the "Option") to purchase  __________ shares
of its common stock (the "Option  Shares")  pursuant to the Plan. The grant date
(the "Grant Date") of the Option shall be the date of this Agreement. The Option
granted  hereunder shall be an incentive stock option, as defined in Section 422
of the Internal Revenue Code.

2.   Time of Exercise.
     ----------------

     The Option may be exercised as follows:
        
       Elapsed Number of           Cumulative Percentage of Shares Subject to
     Years After Grant Date        Option as to Which Option May be Exercised
     ----------------------        ------------------------------------------

            None                                      None
            One                                        33%
            Two                                        66%
            Three                                     100%

<PAGE>   2

3.   Method of Exercise.
     ------------------

     The  Option  shall be  exercised  by  delivery  of the  notice  in the form
attached  hereto as Exhibit A (the  "Notice")  to the  Secretary  of the Company
together  with a check in payment  of the Option  price for the number of Option
Shares specified and including  applicable  federal and state withholding taxes.
Optionee may pay for the Option Shares through delivery of SkyMall,  Inc. Common
Stock with a fair market  value equal to the Exercise  Price (as defined  below)
including  applicable  federal  and  state  withholding  taxes.  Options  may be
exercised only with respect to whole shares.

4.   Exercise Price.
     --------------

     The price to be paid for the Option Shares (the "Exercise  Price") shall be
$______  share,  which was not less  than the fair  market  value of the  Option
Shares as determined by the Board or a committee of the Board (the  "Committee")
on the Grant Date,  or, in the case of an option  granted to an employee who, on
the Grant Date,  owns ten  percent  (10%) or more of the Common  Stock,  as such
amount is calculated  under Section  422A(b)(6) of the Internal Revenue Code, as
amended  ("Code"),  not less than one hundred and ten percent (110%) of the fair
market value of the Option Stock.

5.   Termination of Option.
     ---------------------

     Except as provided in Section 9.2, the Option, to the extent not exercised,
shall terminate upon the first to occur of:

     (a) termination of employment of the Optionee;  provided, however, that the
Option, to the extent exercisable on the date of termination of employment,  may
be exercised for a period of ninety days after  termination of employment if the
termination  is for any reason other than  termination  of employment by Company
for cause; or

     (b) ten years from the date of this Agreement.

As used  herein,  "cause"  shall  mean  that  in the  course  of the  Optionee's
employment,  (i) Optionee engages in willful misconduct,  dishonesty or reckless
disregard of  Optionee's  responsibilities,  or (ii)  Optionee is convicted of a
felony.

6.   Reduction in Optioned Shares.
     ----------------------------

     The  number of Option  Shares to which an  Optionee  is  entitled  shall be
reduced by the number of Option Shares purchased by Optionee.

7.   Non-Transferability of Option.
     -----------------------------

     This  Option  is not  transferable  by the  Optionee,  but in the  event of
Optionee's  death may be exercised  for a period of ninety days from the date of
the  Optionee's  death by Optionee's  personal  representative  to the extent it
would have been exercisable by Optionee.

8.   Rights Prior to Exercise.
     ------------------------

     The  Optionee  shall have no rights as a  shareholder  with  respect to any
Option Shares until the date of issuance of a share  certificate to the Optionee
for such Option Shares.

                                       2

<PAGE>   3

9.   Adjustments.
     -----------

     9.1. In the event of any stock split,  reverse stock split,  stock divided,
combination or  reclassification of shares of Common Stock or any other increase
or  decrease in the number of issued  shares of Common  Stock  effected  without
receipt of  consideration  by the Company,  the number and kind of Option Shares
(including any Option  outstanding after termination of employment or death) and
the Exercise Price per share shall be proportionately and appropriately adjusted
without any change in the  aggregate  Exercise  Price to be paid  therefor  upon
exercise of the Option.

     9.2.  Upon  the  sale  of all or  substantially  all of the  assets  of the
Company,  or a merger  pursuant  to which (i) the  Company is not the  surviving
corporation  (other  than a  merger  that is only a  change  in  form),  or (ii)
substantially all of the officers of the Company immediately prior to the merger
do not continue to be officers  immediately  after the merger,  all  outstanding
Options  shall  be  immediately   exercisable  without  regard  to  the  vesting
provisions of Section 2. Each Optionee shall be given written notice of a period
of no less than  thirty  days  during  which  each  Optionee  may  exercise  the
outstanding Option. If an Option is not exercised within such period, the Option
shall terminate.

10.  Notices.
     -------

     Any notice to be given under the terms of the Agreement ("Notice") shall be
addressed  to the  Company  in care of its  General  Counsel  at 1520  East Pima
Street,  Phoenix,  Arizona 85034, or at its then current corporate headquarters.
Notice to be given to the Optionee shall be addressed to him or her or at his or
her then current residential address as appearing on the payroll records.

     Notice  shall be deemed  duly given  when  enclosed  in a  properly  sealed
envelope and deposited by certified mail,  return receipt  requested,  in a post
office  or  branch  post  office  regularly  maintained  by  the  United  States
Government.

11.  Notification Of Disposition Of Shares.
     -------------------------------------

     The Optionee  hereby  acknowledges  that a disposition  of shares of Common
Stock  acquired  upon the  exercise of the Option  within two (2) years from the
Grant Date or within one (1) year after the  transfer  of such  shares of Common
Stock to him or her would result in detrimental  income tax  consequences to the
Optionee.  The  Optionee  hereby  agrees to  promptly  notify the Company of any
disposition  of  shares  of  Common  Stock  within  either  of  the  above  time
limitations.

12.  Modification Of Agreement.
     -------------------------

     The Board or the  Committee  may at any time and from  time to time  direct
that the Agreement be modified in such respects  deemed  advisable in order that
the Option shall  constitute an incentive  stock option pursuant to Section 422A
of the Code.

13.  Transferability of Option.
     -------------------------

     The Option shall not be transferable by the Optionee  otherwise than by the
will or the laws of descent and distribution, or to the extent permitted by Code
422 and may be exercised during the life of the Optionee only by the Optionee.

14.  Not a Contract of Employment.
     ----------------------------

     Nothing contained in the Plan or in any Option Agreement  executed pursuant
to the Plan shall be deemed to confer upon any  individual to whom an Option may
be granted hereunder any right to remain in the employ or service of the Company
or a parent or subsidiary corporation of the Company.

15.  Provisions Of Plan.
     ------------------

     The  provisions of the Plan are expressly  incorporated  herein and made an
integral part hereof as though set forth herein. Capitalized terms not otherwise
defined herein shall have the same meaning as ascribed to them in the Plan.

                                       3
<PAGE>   4

16.  Execution.
     ---------

     The parties  hereto have executed this  Agreement  effective as of the date
first above written.

                                      SkyMall, Inc., a Nevada corporation
                                                        



                                      By:
                                          -----------------------------------
                                              Robert M. Worsley, President

                                      OPTIONEE:
                                                        
                                                        
                                                        
                                      ---------------------------------------

                                       4

<PAGE>   5

                                   EXHIBIT A

                               NOTICE OF EXERCISE
                                       OF
                                  STOCK OPTION


     I hereby  exercise the Option  granted to me by SkyMall,  Inc.  ("Company")
under the 1994 Stock Option  Plan,  as amended (the "Plan") and notify you of my
desire to purchase ______ shares of Common Stock of the Company.

     Enclosed is:
        
     (a) my check in the amount of $____________ in full payment for such shares
and the federal and state withholding taxes due as a result of such purchase; or

     (b) a  certificate  for, or my binding  and  irrevocable  request  that you
withhold  from the shares to be  delivered  pursuant to this  Notice,  shares of
Common  Stock of the Company  having a fair market value on the date of exercise
equal to the full Exercise Price for the shares  purchased under this Notice and
the federal and state withholding taxes due as a result of such purchase.

                                      OPTIONEE:



DATE:  
      ---------------------           ---------------------------------------



                                      ---------------------------------------

                                       5

                                                                       EXHIBIT 5

                        SQUIRE, SANDERS & DEMPSEY L.L.P.
                               Counsellors at Law
                             Two Renaissance Square
                      40 North Central Avenue, Suite 2700
                             Phoenix, Arizona 85004
                                                       Telephone: (602) 528-4000
                                                       Telecopier (602) 253-8129


April 23, 1998


Securities and Exchange Commission
450 Fifth Street, N.W.
Washington, D.C.  20549

        Re:     SkyMall, Inc. - 1994 Stock Option Plan
                Form S-8 Registration Statement

Ladies and Gentlemen:

     We have  acted as counsel  to  SkyMall,  Inc.,  a Nevada  corporation  (the
"Company"),  in  connection  with its  Registration  Statement  on Form S-8 (the
"Registration Statement") filed under the Securities Act of 1933 relating to the
registration  of  1,100,000  shares of its  Common  Stock,  $.001 par value (the
"Shares"), issuable pursuant to the Company's 1994 Stock Option Plan, as amended
(the "Plan").

     In that connection, we have examined such documents,  corporate records and
other  instruments as we have deemed  necessary or  appropriate  for purposes of
this  opinion,  including  the Articles of  Incorporation  and the Bylaws of the
Company.

     Based upon the foregoing, we are of the opinion that:

     1. The  Company  has been  duly  organized  and is  validly  existing  as a
corporation under the laws of the State of Nevada.

     2. The  Shares,  when issued and sold in  accordance  with the terms of the
Plan, will be validly issued, fully paid and nonassessable.

     We  hereby  consent  to the  use  of  this  opinion  as an  exhibit  to the
Registration Statement.


                                        Squire, Sanders & Dempsey, L.L.P.


                                                                      EXHIBIT 23
                      [LETTERHEAD OF ARTHUR ANDERSEN LLP]





                    CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS


As independent  public  accountants,  we hereby consent to the  incorporation by
reference in this  registration  statement of our report dated February 17, 1998
included in SkyMall,  Inc.'s Form 10-K for the year ended  December 31, 1997 and
to all references to our Firm included in this registration statement.

                                                             ARTHUR ANDERSEN LLP


Phoenix, Arizona,
April 23, 1998.



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