Document:

EX-10.1

First Amendment to 

Credit Agreement

This First Amendment to Credit Agreement (this “Amendment”) is dated as of March 30, 2007 by
and among Alliance Data Systems Corporation (the “Borrower”), the Guarantors party hereto, the
Banks party hereto, and Bank of Montreal, as Administrative Agent and Letter of Credit Issuer.

w i t n e s s e t h:

Whereas, the Borrower, the Guarantors, the Banks, and the Administrative Agent have
heretofore executed and delivered a Credit Agreement dated as of September 29, 2006 (the “Credit
Agreement”); and

Whereas, the Borrower, the Guarantor, the Banks and the Administrative Agent desire
to amend the Credit Agreement to extend the Maturity Date and amend the Pricing Schedule as set
forth herein;

Now, Therefore, for good and valuable consideration the receipt of which is hereby
acknowledged, the Borrower, the Guarantor, the Banks and the Administrative Agent hereby agree as
follows:

Article I

Amendments

1.1 The definition of “Maturity Date” contained in Section 1.1 of the Credit Agreement is
hereby amended in its entirety to read as follows:

“Maturity Date” means March 30, 2012.

1.2 The pricing schedule set forth in Appendix I to the Credit Agreement is hereby amended by
deleting the pricing grid contained therein in its entirety and inserting in its place the
following:

	 	 	 	 	 	 	 	 	 	 	 	 	 
	Status
	 	Level I
	 	Level II
	 	Level III

	 
	 	 	 	 	 	 	 	 	 	 	 	 
	Senior Leverage Ratio
	 		<1.75		 	> or = 1.75<2.25	 	> or = 2.25
	 
	 	 	 	 	 	 	 	 	 	 	 	 
	Euro-Dollar Margin
and Euro-Canadian
Dollar Margin
	 		0.40	%	 		0.60	%	 		0.80	%
	 
	 	 	 	 	 	 	 	 	 	 	 	 
	Applicable Facility
Fee Percentage
	 		0.10	%	 		0.15	%	 		0.20	%
	 
	 	 	 	 	 	 	 	 	 	 	 	 

1.3 Schedule 5.21 to the Credit Agreement is hereby amended by deleting the existing
Schedule 5.21 in its entirety and inserting in its place Schedule 5.21 attached to this Amendment.

Article II

Conditions Precedent

2. Article I of this Amendment shall become effective as of the opening of business on
March 30, 2007 (the “Effective Time”) subject to the conditions precedent that on or before such
date:

(a) the Administrative Agent shall have received counterparts
hereof executed by the Borrower, the Guarantors and the Banks;

(b) the Administrative Agent shall have received certified
copies of resolutions of the boards of directors of the Borrower and
the Guarantors authorizing the execution and delivery of this
Amendment, indicating the authorized signers of this Amendment and
the specimen signatures of such signers;

(c) an opinion of counsel to the Borrower and Guarantors in
form reasonably acceptable to the Administrative Agent and covering
such matters relating to the transactions contemplated hereby as the
Administrative Agent may reasonably request;

(d) the Administrative Agent shall have received for the
ratable account of the Banks an amendment fee equal to 0.05% of each
Bank’s Commitment; and

(e) the Borrower shall have paid the fees and expenses of
counsel to the Administrative Agent to the extent previously
invoiced.

If Article I of this Amendment becomes effective, the changes in the Euro-Dollar Margin,
Euro-Canadian Dollar Margin and Applicable Facility Fee Percentage shall take effect on March 30,
2007 and on each day thereafter, but any payment of interest or fees due on or after March 30, 2007
with respect to any amounts owing for any period prior thereto shall be computed on the basis of
the Euro-Dollar Margin, Euro-Canadian Dollar Margin and Applicable Facility Fee Percentage, as
applicable, in effect prior to such effectiveness. The effectiveness of Article I of this
Amendment shall not give rise to any right or claim under Section 2.13 of the Credit Agreement.

Article III

Miscellaneous

3.1. To induce the Administrative Agent and the Banks to enter into this Amendment, the
Borrower represents and warrants to the Administrative Agent and the Banks that: (a) the
representations and warranties contained in the Credit Agreement are true and correct in all
material respects as of the date hereof with the same effect as though made on the date hereof (it
being understood and agreed that any representation or warranty which by its terms is made as of a
specified date shall be required to be true and correct in all material respects only as of such
specified date); (b) no Default or Event of Default exists; (c) this Amendment has been duly
authorized by all necessary corporate proceedings and duly executed and delivered by the Borrower
and the Credit Agreement, as amended by this Amendment, is the legal, valid and binding obligation
of the Borrower, enforceable against the Borrower in accordance with its terms, except as
enforceability may be limited by bankruptcy, insolvency or other similar laws of general
application affecting the enforcement of creditors’ rights or by general principles of equity; and
(d) no consent, approval, authorization, order, registration or qualification with any governmental
authority is required for, and the absence of which would adversely affect, the legal and valid
execution and delivery or performance by the Borrower of this Amendment or the performance by the
Borrower of the Credit Agreement, as amended by this Amendment.

3.2. This Amendment may be executed in any number of counterparts and by the different parties
on separate counterparts and each such counterpart shall be deemed to be an original, but all such
counterparts shall together constitute but one and the same Amendment.

3.3. Except as specifically provided above, the Credit Agreement shall remain in full force
and effect and is hereby ratified and confirmed in all respects. The execution, delivery, and
effectiveness of this Amendment shall not, except as expressly provided herein, operate as a waiver
of any right, power, or remedy of the Administrative Agent or any Bank under the Credit Agreement
or any Note, nor constitute a waiver or modification of any provision of any of the Credit
Agreement or any Note.

3.4. This Amendment and the rights and obligations of the parties hereunder shall be construed
in accordance with and be governed by the law of the State of New York.

[Signature Pages to follow]

1

In Witness Whereof, the parties hereto have caused this Amendment to be
executed by their respective officers thereunto duly authorized as of the day and year first above
written.

	 	 	 
	Alliance Data Systems Corporation, as Borrower

	 
	 	 
	By:

Name:

Title:

	 	/s/ Michael D. Kubic

Michael D. Kubic

Senior Vice President

ADS Alliance Data Systems, Inc., as a Guarantor

By: /s/ Michael D. Kubic

Name: Michael D. Kubic

Title: Senior Vice President

Epsilon Marketing Services, LLC, as a Guarantor

By: /s/ John W. Scullion

Name: John W. Scullion

Title: President

Epsilon Data Management, LLC, as a Guarantor

By: /s/ Alan M. Utay

Name: Alan M. Utay

Title: Vice President

Alliance Data Foreign Holdings, Inc., as a Guarantor

By: /s/ John W. Scullion

Name: John W. Scullion

Title: President

Bank of Montreal, as Administrative Agent, Letter of Credit Issuer and Swing Lender

By: /s/ Kathleen J. Collins

Name: Kathleen J. Collins

Title: Director

BMO Capital Markets Financing, Inc.

By: /s/ Kathleen J. Collins

Name: Kathleen J. Collins

Title: Director

SunTrust Bank

By: /s/ Timothy M. O’Leary

Name: Timothy M. O’Leary

Title: Director

Bank of America, N.A.

By: /s/ Allison W. Connally

Name: Allison W. Connally

Title: Vice President

Barclays Bank PLC

By: /s/ Nicholas A. Bell

Name: Nicholas A. Bell

Title: Director

JPMorgan Chase Bank, N.A.

By: /s/ Steve Willman

Name:Steve Willman

Title:Vice President

Union Bank of California, N.A.

By: /s/ Clifford F. Cho

Name: Clifford F. Cho

Title: Vice President

The Bank of New York

By: /s/ Ronald R. Reedy

Name: Ronald R. Reedy

Title: Managing Director

Credit Suisse, Cayman Islands Branch

By: /s/ Cassandra Droogan

Name: Cassandra Droogan

Title: Vice President

By: /s/ Denise L. Alvarez

Name: Denise L. Alvarez

Title: Associate

Fifth Third Bank (Central Ohio)

By: /s/ Michael R. Zaksheske

Name: Michael R. Zaksheske

Title: Vice President

Huntington National Bank

By: /s/ Frederick G. Hadley

Name: Frederick G. Hadley

Title: Senior Vice President

Greenwich Capital Markets, Inc., as agent for the Royal Bank of Scotland PLC

By: /s/ Fergus Smail

Name: Fergus Smail

Title: Vice President

US Bank National Association

By: /s/ Kevin S. McFadden

Name: Kevin S. McFadden

Title: Vice President

Wachovia Bank, National Association

By: /s/ Karin E. Samuel

Name: Karen E. Samuel

Title: Vice President

Bank Hapoalim B.M.

By: /s/ Charles McLaughlin

Name: Charles McLaughlin

Title: Senior Vice President

By: /s/ James P. Surless

Name: James P. Surless

Title: Vice President

Bear Stearns Corporate Lending, Inc.

By: /s/ Victor Bulzacchelli

Name: Victor Bulzacchelli

Title: Vice President

2March 29, 2007

Taylor Moffitt
Chris McGovern
Originally New York, Inc.
(in process of changing name to United Ethanol Group, Inc.)
216 N Commercial Ave
Eagle Grove, Iowa 50533

Re:     Originally New York, Inc.

Gentlemen:

     The undersigned hereby immediately resigns as Chairman of the Board of
Directors of Originally New York, Inc.

     In particular, and without limitation to other matters, I have made a
limited investigation and have determined and been otherwise advised that ONYI
has not complied with applicable reporting obligations of the United States
Securities and Exchange Commission in connection with numerous prior
transactions and that there are material misstatements and omissions in such
filings.  As a consequence, ONYI's reporting obligations under applicable
securities laws and the Sarbanes-Oxley Act's requirements have failed and may
lead ONYI to potential liability to shareholders and regulators for such
violations.  I will not and cannot participate in those violations.

     Please note that this resignation contains a disagreement with management
of ONYI which will require disclosure in an immediate filing on Form 8-K under
Item 5.02.  My last act as a director of ONYI is to authorize the filing of such
a Form 8-K.

                                   Very truly yours,

                                   /s/ John H. Rivera

                                   John H. Rivera

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