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Speaker 1: Welcome, Welcome, Welcome back to the Bob Left Sets Podcast.

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Speaker 1: My guests today are the brain trust and owners of

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Speaker 1: Bottle Rock. This is audio only. There's three guys here.

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Speaker 1: Maybe a little confusing, but why don't you introduce yourselves

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Speaker 1: briefly one by one maybe people can get the voice

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Speaker 1: associated with the name.

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Speaker 2: My name is Dave Graham and that is my voice. Jason,

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Speaker 2: your next.

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Speaker 3: Okay, Hey Bob, this is Jason Scoggins.

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Speaker 4: Well I'm justin Drigo. So nice to meet everybody.

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Speaker 1: Okay, guys, you know, toss up for twenty as they

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Speaker 1: used to say on gi College Bull. What makes Bottle

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Speaker 1: Rock different from every other festival? Well, where do.

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Speaker 2: We want to start? Justin, Jason, I guess we can

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Speaker 2: start at kind of. We always call it our fourth partner. Well,

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Speaker 2: we're partners with Live Nations, so it's actually our fifth partner,

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Speaker 2: and our fifth partner is probably the most powerful partner

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Speaker 2: we have, and that's the Napa Valley. And I think

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Speaker 2: what differentiates us is that we're at that intersection of

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Speaker 2: food and wine and music, and so everything we do

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Speaker 2: as it relates to the customer experience is in line

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Speaker 2: with trying to deliver on that kind of brand expectation

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Speaker 2: of the Napa Valley, what people think about the Napa

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Speaker 2: Valley before they come, what they think about, what they

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Speaker 2: wanted in terms of what they want to do when

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Speaker 2: they're in the Napa Valley. We try to bring that

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Speaker 2: to the festival and then add music. Justin is really

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Speaker 2: in responsible in large part just Casey two for the experience,

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Speaker 2: and so I kind of jumped in and spoke about

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Speaker 2: a lot of the work that the two of them

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Speaker 2: do to create that experience, which is pretty pretty hard actually.

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Speaker 1: Okay, justin conventionally it's about the lineup at festivals, except

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Speaker 1: for very elite festivals like Colla, not everybody is nap

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Speaker 1: affluent or is that wrong? Is Napa a draw into

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Speaker 1: itself so that you can sell tickets?

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Speaker 4: Yeah?

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Speaker 5: I think it's more of what Dave was referencing about

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Speaker 5: the standard of quality that we're looking for. It doesn't

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Speaker 5: necessarily have to be someone that associates with the Napa

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Speaker 5: Valley brand itself. But when people think in Napa Valley,

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Speaker 5: generally they're thinking about things that are done well and

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Speaker 5: done the right way. And and then let's say it

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Speaker 5: was a restaurant or let's say it was this food

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Speaker 5: and wine, or it was a spa, or it was

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Speaker 5: you know, you have it. There's a level of quality

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Speaker 5: expectations that whatever the subject is.

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Speaker 6: If you're going to do it NAPA, you're going to

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Speaker 6: do it right.

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Speaker 5: And so that's really the mindset that that Dave reference

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Speaker 5: to that we've we've been after. So even if you

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Speaker 5: don't reference or like have an affiliation for Napa Vallee

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Speaker 5: and you don't drink wine, but.

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Speaker 6: You don't even have to, you know, you know, you

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Speaker 6: don't have to resonate.

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Speaker 5: With the brand itself, but when you get there, you really, hey,

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Speaker 5: this place is different, this festival is a little different.

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Speaker 5: Like what does that mean to some people? Means Hey

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Speaker 5: there's more shade. Hey it's really clean, and hey it

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Speaker 5: feels real safe, and you know it's really comfortable and

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Speaker 5: it's there's no dust and so those aren't necessarily NAPA

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Speaker 5: Valley brand attributes, but it's really more that you call

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Speaker 5: it that quality standard that we try to hold ourselves to,

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Speaker 5: and it doesn't necessarily tie the NAPA, it ties to

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Speaker 5: the quality.

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Speaker 1: So who comes to Bottle Rock, Jason, do you want

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Speaker 1: to hit that?

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Speaker 4: Sure?

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Speaker 7: Hey, Bob, Well, I mean Yeah, Justin was about to

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Speaker 7: say people of all ages.

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Speaker 3: I think that's a fair statement.

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Speaker 7: I mean, in terms of the demographic or regional demographics,

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Speaker 7: it's you know, eighty percent Northern California attended festival. You know,

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Speaker 7: so from Silicon Valley and San Francisco to Sacramento people

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Speaker 7: are coming to Bottle Rock. And then in terms of

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Speaker 7: the you know, the age profile, you know, we're looking

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Speaker 7: at probably a bit of a unique festival relative to

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Speaker 7: some of the what I would call write a passage festivals,

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Speaker 7: which are you know, a much more younger demo. Bottle

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Speaker 7: Rock is is a little bit more of a something

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Speaker 7: for everybody type of festival insofar as you know, the lineup,

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Speaker 7: all the food quality that Justin and Dave talked about earlier,

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Speaker 7: in the wine quality, So you're going to attract people

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Speaker 7: from you know, fifty percent of our audience is going

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Speaker 7: to be from eighteen to thirty four and the other

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Speaker 7: fifty percent is going to be thirty five to fifty four.

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Speaker 3: Is kind of what our demo spread is.

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Speaker 1: We kind of look at.

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Speaker 2: It as a as a bell shaped curve, and so

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Speaker 2: like if you if you're looking at a bell shaped curve,

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Speaker 2: probably the mean or the fat part of the curve

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Speaker 2: would be in that kind of thirty two thirty five

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Speaker 2: year old range, and then there are long tails and

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Speaker 2: so what We'll have a lot of young people that

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Speaker 2: will come, and we'll have a lot of people I'm

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Speaker 2: fifty two that'll be my age and older. But the

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Speaker 2: real fat part of the curve would be around that

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Speaker 2: thirty two thirty thirty f five range.

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Speaker 1: And to what degree is the repeat business.

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Speaker 2: It's it's it's massive, it's it's it's it's really hard

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Speaker 2: to quantify because a lot of the everything's purchased with

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Speaker 2: with credit card tickets with credit cards, of course, and

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Speaker 2: what that means is that one year I might just

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Speaker 2: buy four tickets for myself and my family, and the

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Speaker 2: next year my wife might buy, you know, the tickets

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Speaker 2: for us. But generally we know that the customer is

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Speaker 2: a repeat customer because prior to the announcement of our

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Speaker 2: lineup each year, we sell out of of of all

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Speaker 2: levels of our our VAP tickets and our suites through

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Speaker 2: our loyalty loyalty.

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Speaker 5: Sales, and roughly maybe half of the GA tickets are

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Speaker 5: also sold without anyone knowing the lineup yet, you know,

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Speaker 5: it's like one of those is the lineup important or not?

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Speaker 5: The lineup is massively important still, I know you were

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Speaker 5: referencing that there's other things, but it's because people expect

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Speaker 5: a big lineup from.

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Speaker 4: What we're doing.

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Speaker 5: They know that we're going to invest the money and

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Speaker 5: the right type of artists, and so all these tickets

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Speaker 5: sell ahead of time. It's like, oh, the artists, you

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Speaker 5: are not that big a part of it. It's like

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Speaker 5: the artists are massively a part of it, and you know,

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Speaker 5: kind of we're held to that same quality level and

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Speaker 5: all these pre sale tickets and even though they're buying

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Speaker 5: a ticket before they know the light up, but they're

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Speaker 5: counting on us to deliver a top line up every year.

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Speaker 1: So if the higher tier tickets sell out through the

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Speaker 1: loyalty program, to what degree do you feel pressure to

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Speaker 1: deliver a different experience from what you've delivered previously.

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Speaker 6: I guess I could comment on that whether whether we've ever.

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Speaker 5: Got this expectation from a fan or not, or whether

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Speaker 5: we just started this ourselves, which which is what we did.

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Speaker 5: Was it was really a plan, and we've done this

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Speaker 5: every year to change the VIP experiences significantly enough each

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Speaker 5: year that if you said, oh, I've already gone plat

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Speaker 5: at ball Rock Guard, you know what that is. I've

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Speaker 5: already done the VIP experience. I know what that is.

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Speaker 5: I don't need to go next year. But if every

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Speaker 5: time you've gone it's been different, then you realize if

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Speaker 5: you skip a year, you're going to miss out on

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Speaker 5: something right, and you're going to see it in the

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Speaker 5: photos from your friends. So so we you know we uh,

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Speaker 5: I wouldn't say we like invest a totally different amount

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Speaker 5: of money every year. We just take the same amount

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Speaker 5: of and invest it in a different way each year.

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Speaker 5: So we take a lot of time to come through

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Speaker 5: that good question.

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Speaker 1: Can you give me a couple of examples.

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Speaker 5: Yeah, So it's there's a there's a theme to it

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Speaker 5: in these lounges and like you'll see the Platinum Lounge

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Speaker 5: and the Platum Lounge might go from everyone walks into

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Speaker 5: a Platum lounge, that's a that's one of the higher

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Speaker 5: the highest ticket ticket type that we have, and they

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Speaker 5: see it and it's like a New York speakeasy from

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Speaker 5: the nineteen twenties or you or say something like that. Right,

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Speaker 5: it's got to stir and feel to it. Like you

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Speaker 5: could be you know, in you know, Lower Manhattan, etcetera.

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Speaker 5: And the next year you walk in and you could

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Speaker 5: be on the beach in Cabo Saint Lucas, Right, it

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Speaker 5: could be like a Baja beach team. And it's the

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Speaker 5: same ticket in the same place, but you create a

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Speaker 5: different energy around it, and then we octivate different fan

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Speaker 5: experiences based on kind of what that theme is for

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Speaker 5: the year. So it's still in the same place, it's

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Speaker 5: still generally has the same attributes in terms of the

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Speaker 5: seating and and we do the food and such.

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Speaker 6: But they're walking into an entirely new.

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Speaker 4: Design every year.

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Speaker 5: And we do the same thing with our via well

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Speaker 5: color vip fhillas as well.

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Speaker 1: Okay, so if it's Cabo or New York, what experiences

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Speaker 1: might be attached to that to make it unique on

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Speaker 1: the theme?

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Speaker 5: Yeah, so I mean, for example, and I think we

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Speaker 5: might have even chatted about this with you another time, Bob,

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Speaker 5: Let's say, with that New York experience and that you know,

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Speaker 5: kind of that speakeasy vibe and you focus some tastings

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Speaker 5: on like you know, rare bourbons, you know, or it

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Speaker 5: could have been more food that was more tied inspired

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Speaker 5: from a New York chef. And then the next year

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Speaker 5: I mentioned it's the same place, it's the same ticket,

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Speaker 5: it's the same you know, overall feeling a luxury.

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Speaker 6: But if I had that more like Baja name, we're going.

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Speaker 5: To compare like a bunch of highest end tequila right in.

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Speaker 5: What it really is the difference between you know, Don

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Speaker 5: Julio in nineteen forty two and pass Azul and five

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Speaker 5: others like and let's have you sit down and taste

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Speaker 5: and pick them apart and see which one you like.

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Speaker 5: It's it's not that someone needs to go to a

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Speaker 5: music festival.

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Speaker 4: It tastes tequila, but.

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Speaker 5: It's kind of an unexpected thing and you know, and

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Speaker 5: certainly an unexpected lower equality we're trying to bring to

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Speaker 5: just you know, get people to say that's different.

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Speaker 1: Okay, let's go back to the very beginning of the

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Speaker 1: fan experience. Let's assume the festival is mature, which it is. Now,

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Speaker 1: do you have to do any advertising? What do you

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Speaker 1: do to make people aware of the coming year?

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Speaker 2: Well, you got your typical, well kind of marketing strategy

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Speaker 2: that I would say is very similar to what other

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Speaker 2: festivals would do.

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Speaker 1: But then.

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Speaker 2: Throughout the year, as you're leading up to the festival,

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Speaker 2: you've got announcements that you make with partners that you

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Speaker 2: bring on that are at the restaurant level, that are

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Speaker 2: at the food level, sorry, at the wine level, at

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Speaker 2: the call it culinary stage level that everyone waits for

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Speaker 2: and everyone anticipates. And so these are kind of, let's

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Speaker 2: put it this way, like if we're talking about the

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Speaker 2: culinary stage, everyone is waiting to see who is going

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Speaker 2: to be on the culinary stage. And I can unpack

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Speaker 2: with the culinary stages for those that don't know.

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Speaker 1: What it is.

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Speaker 2: But we release that that announcement in the form of

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Speaker 2: an ad maat, and in that ad mat we you

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Speaker 2: will see celebrities. You will see the very artists, many

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Speaker 2: of them, many of the very artists that are playing

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Speaker 2: the festival that year, and then you'll see rockstar chefs.

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Speaker 1: All all build in a way.

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Speaker 2: That is very similar to how a festival would build

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Speaker 2: build its musical lineup. And so we make these large announcements,

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Speaker 2: and then of course we do social media around it

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Speaker 2: and creative kind of call it products to kind of

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Speaker 2: promote that even though in many of those announcements we're

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Speaker 2: not doing those and making those announcements to sell tickets,

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Speaker 2: but instead just to deliver on what people are expecting.

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Speaker 2: But again to Justin's point, it's going to be different

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Speaker 2: every single year. The food lineup, the wine lineup, the

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Speaker 2: culinary stage lineup.

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Speaker 1: Okay, festival plays at the end of May. When will

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Speaker 1: the first tickets be on sale for the subsequent year

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Speaker 1: November of the of the of the prior year. And

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Speaker 1: why November is opposed to July or February.

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Speaker 2: Right, Well, we want to give people and our loyal

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Speaker 2: customers the ability to actually not have to have to

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Speaker 2: wait in the queue and to worry and distress as

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Speaker 2: to whether or not they're going to actually get the

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Speaker 2: tickets that they want. So we make it a very

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Speaker 2: pleasurable experience and do multiple levels of loyalty sales for

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Speaker 2: different categories of our customers, so that no one that

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Speaker 2: is planning and coming to Bottle Rock that has come before,

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Speaker 2: that wants to come has to be in a queue,

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Speaker 2: but instead they buy the ticket within a given timeframe.

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Speaker 1: Okay, so let's assume I've come before. Am I going

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Speaker 1: to have constant contact with you, email, whatever, or all

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Speaker 1: of a sudden I'm going to get noticed that the

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Speaker 1: tickets run sale in November.

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Speaker 2: You're going to be notified in a couple of ways.

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Speaker 2: You'll be notified via text assuming you signed up for SMS,

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Speaker 2: and you'll be notified via email, and also social media

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Speaker 2: will will make you aware that these loyalty sales are

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Speaker 2: in the hopper.

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Speaker 1: Okay, so I've signed up to be reached, but is

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Speaker 1: there any follow up between the end of May and November?

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Speaker 1: Do I get you an email with pictures or is

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Speaker 1: it relatively quiet? And to what degree are you worried

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Speaker 1: about overloading the customer.

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Speaker 2: So, at the risk of being the guy that's the

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Speaker 2: only guy that's talking, I'll let justin give an example. Justin,

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Speaker 2: if you can give them an example of how the

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Speaker 2: customer experience starts with the way in which they purchased

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Speaker 2: the ticket, all the way through almost what we will

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Speaker 2: call the advance of that customer, and then to the

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Speaker 2: actual on site arrival and then egress and perhaps maybe

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Speaker 2: use the Platinum customer experience as an example.

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Speaker 4: Yeah, I can give an example of that. I guess,

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Speaker 4: Bob start.

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Speaker 5: I guess they answer one of your questions first, in

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Speaker 5: terms of do we go darker? Do we content? And Hey,

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Speaker 5: the festival ended in call it the end of May

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Speaker 5: or early June. Are we reaching at to them in

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Speaker 5: July and stuff? So other than the what you'd expect,

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Speaker 5: which is kind of a pretty deep survey process to

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Speaker 5: try to understand feedback, that's what happens right after the festival.

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Speaker 5: So we take that really seriously, and in fact, a

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Speaker 5: lot of guests are surprised to end up saying, hey,

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Speaker 5: wait a minute, I commented in on some random survey

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Speaker 5: and you.

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Speaker 4: Guys actually did it.

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Speaker 5: So we get a lot of that, which is which

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Speaker 5: is fun to hear, right, It's like we're listening to you,

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Speaker 5: so we, you know, take the time to fill this

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Speaker 5: thing out.

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Speaker 4: So we do that right after the festival.

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Speaker 5: And then you did make a comment about some what

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Speaker 5: do you could you touch a customer too much? It

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Speaker 5: is what we are really sensitive on that, right, So

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Speaker 5: we don't send out a bunch, We don't really hit

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Speaker 5: social very hard, We don't hit emails very hard in

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Speaker 5: that fall time frame because we don't want people to

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Speaker 5: unsubscribe frankly, right, and to get tuned.

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Speaker 4: Out of it.

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Speaker 6: And then then we ramp up, like David.

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Speaker 5: Just mentioning in that early fall time frame, to make

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Speaker 5: sure before the holidays people have a chance to re

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Speaker 5: engage with the brand and re engage with the ticket

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Speaker 5: sale process. And then yeah, I will go into the

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Speaker 5: whole the whole thing that Da've cheed up right there.

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Speaker 5: But like you know, we spent a lot of time

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Speaker 5: on what is that, what is that ticket purchase feeling like?

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Speaker 5: If we were a customer, what would we want right?

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Speaker 5: How fast would we want it to be? Can we

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Speaker 5: actually reach somebody through customer service?

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Speaker 6: What is that when you get it in the mail?

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Speaker 5: What does that packaging look like? And in regards to

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Speaker 5: the higher end ticket sales, there's a very hands on

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Speaker 5: approach to it. There's a concierge, you know, that's kind

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Speaker 5: of take care you need to you know, help people travel,

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Speaker 5: you know, make sure that you get you know, from

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Speaker 5: the hotel in the way that you want to get

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Speaker 5: from the hotel. And then you know, we're greeting you

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Speaker 5: on site and there's you know, you're greeted with the

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Speaker 5: glass of champagne and you're you know, showing your way

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Speaker 5: through the backstage area. And it's really a handheld type

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Speaker 5: process that isn't that different than some other luxury experience.

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Speaker 5: You might have in the world, but it's really different

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Speaker 5: what we found in the festival space. So that's why,

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Speaker 5: you know, we didn't necessarily try to say we're going

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Speaker 5: to have the most hands on, high service festival.

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Speaker 4: That wasn't one of the goals we had.

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Speaker 5: Again, they teed it up by saying, we're really just

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Speaker 5: trying to try to put ourselves in the customer shoes,

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Speaker 5: like what would we want here, right, what would you

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Speaker 5: want if you bought a ticket at this price?

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Speaker 4: Right?

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Speaker 5: And we just listed it out as we were a customer.

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Speaker 5: You know, in the end, it's it's it's kind of

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Speaker 5: simple if you just jump in the customer shoes and

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Speaker 5: try to design it that way.

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Speaker 1: So forgetting when these tickets go on sale in loyalty,

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Speaker 1: how many different kinds of tickets are there?

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Speaker 2: Well, there's there's three day GA, there's single day GA,

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Speaker 2: there's single day VIP, there's three day VIP, there's three

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Speaker 2: day skydapp, there's three day a platinum, and then there

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Speaker 2: is well, I don't know if we want to talk

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Speaker 2: about that other ticket, but.

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Speaker 8: There's another merit.

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Speaker 2: And then and then of course suites, and within the

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Speaker 2: suites you can and Jason can really impact that. But

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Speaker 2: there are two different types of levels, the VIP and

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Speaker 2: the platinum.

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Speaker 1: Oh wait, wait, wait, wait wait, let's go very simple

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Speaker 1: by price. First, GA, everyone understands that you pay a

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Speaker 1: price like a regular festival. You stand, you watch the acts,

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Speaker 1: and you can buy food. The next level up is

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Speaker 1: it's VIP. So what do I get? How much more expensive?

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Speaker 1: So this year GA for let's call it the whole weekend?

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Speaker 1: How much was GA for the whole weekend?

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Speaker 2: So GA, roughly, if you're talking three day, is about

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Speaker 2: four hundred dollars.

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Speaker 1: Okay. So the next step up from there.

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Speaker 2: Well, then there's a single day GA, which is two hundred,

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Speaker 2: and then the three day VIP is the next step up,

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Speaker 2: and that would be about twelve hundred dollars, and then

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Speaker 2: the single day VIP would be just under five hundred.

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Speaker 1: Okay, I pay my twelve hundred dollars. What am I

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Speaker 1: getting for twelve hundred dollars? If the GA people are.

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Speaker 2: Not getting I'm going to let our VIP guy describe that.

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Speaker 5: Justin I will, and then we're gonna By the way above,

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Speaker 5: you'll you'll find this out. It didn't matter what question

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Speaker 5: you answer, any three of us could I answer any

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Speaker 5: question that comes up. So I feel like that Jason

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Speaker 5: answers one of these. I'll see this one up just

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Speaker 5: because it's VIP and I'll give the answer to that.

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Speaker 4: But then, Jason, I'm going to make you talk after this.

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Speaker 4: So yeah, so in general, the GA and we.

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Speaker 5: Can you Actually this comes as a surprise because of

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Speaker 5: the focus on or I guess the tension that gets

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Speaker 5: paid to the VIP experiences. But you know, we put

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Speaker 5: a majority of our investment the last couple of few

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Speaker 5: years into the GA experience. So we have a goal

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Speaker 5: to say someone shouldn't feel like, oh I got a

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Speaker 5: GA ticket right and then to it. But it's going

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Speaker 5: to be just as clean. It's going to be the

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Speaker 5: same sidelines, it's going to be all the shade and

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Speaker 5: all the things you might expect. But to answer your

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Speaker 5: question on the VIP things that we do, so we

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Speaker 5: build this thing called the VIP Village, which essentially is

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Speaker 5: just like a broader lounge area. And what does that

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Speaker 5: really mean. It means you're gonna have seating, and you're

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Speaker 5: gonna have shade and kind of the the I guess

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Speaker 5: just you know, basic comforts.

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Speaker 6: Of of you know, being an.

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Speaker 5: Outdoor event all day in that in that VIP tent though,

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Speaker 5: is something they've touched on just a little bit where

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Speaker 5: we have private performances so in the artists, and the

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Speaker 5: artists are obviously compensated, uh for this, but is an

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Speaker 5: extra play. So if someone's on the main stage, say

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Speaker 5: at four o'clock, they might do an extra performance just

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Speaker 5: for the VIP guests and it's kind of an acoustics

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Speaker 5: strip down. They might play three songs, might pay four,

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Speaker 5: might pay five, a little bit, whatever they want to do,

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Speaker 5: but they engage in a really close intimate proximity to

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Speaker 5: the guests that are in VIP. So that's definitely a

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Speaker 5: key part of the VIP ticket. The VIP guests, you know,

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Speaker 5: get upfront viewing. You know, you're kind of a right

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Speaker 5: up right up near the front of the stage. There's

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Speaker 5: these elevated decks on both of the main stages, so

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Speaker 5: there's like elevator.

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Speaker 4: So it's essentially it's elevated viewing.

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Speaker 5: It's better bathroom, it's the VIP lounge, it's the VIP performances,

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Speaker 5: it's up close viewing.

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Speaker 4: It's preferred parking that you know, et cetera.

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Speaker 1: Okay, just to go back a step. What's capacity? How

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Speaker 1: many are GA you know, how many are.

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Speaker 3: VIP Dave, You're probably looking at that, so go ahead.

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Speaker 2: Well, yeah, sure. I mean the capacity in general is

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Speaker 2: is roughly around forty four thousand a day paid, and

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Speaker 2: we do a mix of VIP and and GAS, you know,

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Speaker 2: but we really lean towards like single day tickets. So

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Speaker 2: the total number of tickets that will sell this year

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Speaker 2: will be roughly seventy seven thousand tickets, and you'll roughly

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Speaker 2: have call it, ten thousand VIPs at different levels per

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Speaker 2: day within that, and then the rest would be ga.

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Speaker 1: Okay, why would people buy a single day as opposed

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Speaker 1: to a three day Well, I think there are a

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Speaker 1: lot of reasons.

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Speaker 2: One would be that maybe they're coming to the Napa

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Speaker 2: Valley and they want to experience the Napa Valley in

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Speaker 2: addition to Bottle Rock. So they come to Bottle Rock

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Speaker 2: for one day and then they decide to do wine

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Speaker 2: tasting the next day. Number two is, you know, Napa

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Speaker 2: is kind of off the beaten track. Depending upon the

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Speaker 2: time you leave let's say San Francisco, it can take

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Speaker 2: you an hour, it can take you two and a

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Speaker 2: half hours. And so if you leave at the right time,

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Speaker 2: it can be quick, and it can be a fun

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Speaker 2: experience just for the day. The third would be perhaps

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Speaker 2: you're coming in as a ga and you know the

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Speaker 2: hotels situation can be difficult and nap up and can

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Speaker 2: be pricey, and so maybe that's not within your budget

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Speaker 2: staying the night at a hotel and going to the festival.

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Speaker 1: And so for those reasons, a.

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Speaker 2: Lot of people will will opt for the single day

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Speaker 2: and we've kind of embraced that and turned kind of

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Speaker 2: some of those difficulties that that customers have coming to

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Speaker 2: Napa Valley because it is off the beaten path and

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Speaker 2: hotel rooms can be hard to get to and expensive

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Speaker 2: into a strength and and and and so if you're

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Speaker 2: going to sell out and you have a fixed capacity, financially,

440
00:22:41,480 --> 00:22:44,280
Speaker 2: it makes more sense for us to sell more single

441
00:22:44,359 --> 00:22:46,680
Speaker 2: day than three day because you'll have a higher growth

442
00:22:46,720 --> 00:22:49,439
Speaker 2: on the box office overall over the three days. And

443
00:22:49,480 --> 00:22:51,840
Speaker 2: if you look at what the average pers spend would

444
00:22:51,880 --> 00:22:56,240
Speaker 2: be for customer on a single day basis, it's much

445
00:22:56,320 --> 00:22:59,640
Speaker 2: higher on average than what it is a person coming

446
00:22:59,680 --> 00:23:06,120
Speaker 2: for three days would spend each day on average.

447
00:23:08,920 --> 00:23:10,920
Speaker 1: Okay, let's go back to the VI I P experience

448
00:23:10,960 --> 00:23:15,200
Speaker 1: you talked about like these acoustic performances. Would the VIP

449
00:23:15,640 --> 00:23:19,199
Speaker 1: customers be notified of that or would they just have to

450
00:23:19,240 --> 00:23:22,119
Speaker 1: be near where the performance takes place when.

451
00:23:22,000 --> 00:23:25,159
Speaker 2: It occurs, justin you want to hit that.

452
00:23:25,840 --> 00:23:29,240
Speaker 5: Sure, Yeah, there's a yeah, so they customers know that's

453
00:23:29,280 --> 00:23:31,280
Speaker 5: part of the ticket type. Again, there's a lot of

454
00:23:31,480 --> 00:23:33,960
Speaker 5: there's no one thing that sells the ticket and gets

455
00:23:33,960 --> 00:23:36,280
Speaker 5: all the loyalties, so you'll hear a lot of it,

456
00:23:36,320 --> 00:23:39,480
Speaker 5: whether it's changing the design or incorporate the artists experience.

457
00:23:39,520 --> 00:23:42,160
Speaker 4: So and so I just know that we're not hanging

458
00:23:42,440 --> 00:23:44,440
Speaker 4: our head on any one of these things.

459
00:23:44,440 --> 00:23:48,360
Speaker 5: It's the combination that really, at least we feel will

460
00:23:48,400 --> 00:23:50,720
Speaker 5: drive the long term loyalty to it.

461
00:23:51,400 --> 00:23:52,800
Speaker 4: But they're they're aware that this is.

462
00:23:52,800 --> 00:23:53,439
Speaker 6: Going to happen.

463
00:23:53,480 --> 00:23:55,399
Speaker 5: So does someone know what what artists are going to

464
00:23:55,400 --> 00:23:58,399
Speaker 5: perform when they buy the ticket? No, but they know

465
00:23:58,440 --> 00:24:01,080
Speaker 5: there's going to be these intimate performances and then they'll

466
00:24:01,080 --> 00:24:05,920
Speaker 5: find out through the app and through email correspondence as

467
00:24:05,920 --> 00:24:08,639
Speaker 5: we get really close to the festival. Sometimes the hardist

468
00:24:09,040 --> 00:24:12,120
Speaker 5: we don't know exactly who's playing what timeslot because these

469
00:24:12,119 --> 00:24:14,680
Speaker 5: are only short, very short sets like we mentioned twenty

470
00:24:14,680 --> 00:24:17,119
Speaker 5: minutes or so thirty minute.

471
00:24:16,880 --> 00:24:19,280
Speaker 4: Sets, and so we release it up and it's.

472
00:24:19,200 --> 00:24:21,159
Speaker 5: Kind of a it's like a little bit of like

473
00:24:21,160 --> 00:24:23,760
Speaker 5: a holiday present for someone to unwrap. Like they know

474
00:24:23,800 --> 00:24:26,399
Speaker 5: they got a ticket and they know what's coming next week,

475
00:24:26,640 --> 00:24:28,320
Speaker 5: All right, when are they going to when are they

476
00:24:28,320 --> 00:24:30,919
Speaker 5: going to tell us who the private performances are, you know,

477
00:24:30,960 --> 00:24:33,560
Speaker 5: and it's something and we're not selling any extra tickets

478
00:24:33,560 --> 00:24:35,880
Speaker 5: because of the tickets have already been sold a long

479
00:24:35,920 --> 00:24:39,960
Speaker 5: time beforehand, so people get excited about that. And then also,

480
00:24:40,000 --> 00:24:42,240
Speaker 5: like David mentioning on the culinary stage, it kind of

481
00:24:42,240 --> 00:24:45,280
Speaker 5: works the same way, where all the tickets have long

482
00:24:45,359 --> 00:24:48,520
Speaker 5: been sold out by the time we announced who's on

483
00:24:48,600 --> 00:24:51,480
Speaker 5: the culinary stage, and so it doesn't mean that that's

484
00:24:51,680 --> 00:24:53,800
Speaker 5: not something that the fans.

485
00:24:53,520 --> 00:24:54,280
Speaker 4: Are excited for.

486
00:24:54,880 --> 00:24:57,160
Speaker 5: They already bought the ticket, but they just they can't

487
00:24:57,200 --> 00:24:59,320
Speaker 5: wait to, you know, figure out what's also part of

488
00:24:59,359 --> 00:25:02,080
Speaker 5: their experience the when the headline up is revealed.

489
00:25:02,480 --> 00:25:05,000
Speaker 1: Okay, if I have a g A ticket, I have

490
00:25:05,080 --> 00:25:10,000
Speaker 1: access to the culinary stage absolutely, Okay, v I P.

491
00:25:10,280 --> 00:25:12,119
Speaker 1: What's the next level up from V I P.

492
00:25:14,800 --> 00:25:18,480
Speaker 5: I'm laughing because it suggins you want to you want

493
00:25:18,480 --> 00:25:20,320
Speaker 5: to answer that or you won't be sure.

494
00:25:21,160 --> 00:25:22,880
Speaker 4: I'm gonna make Jason answer a question.

495
00:25:22,920 --> 00:25:25,560
Speaker 7: Yeah, he's forcing me. This is this is Justin's world, Bob.

496
00:25:25,640 --> 00:25:28,720
Speaker 7: But but to this point we all kind of overlap here.

497
00:25:28,760 --> 00:25:33,280
Speaker 7: So the next level above the vi P is uh

498
00:25:33,640 --> 00:25:36,680
Speaker 7: what we call the sky Deck program, and it's it's

499
00:25:36,760 --> 00:25:41,280
Speaker 7: literally and figuratively above the vi P that Justin mentioned

500
00:25:41,280 --> 00:25:45,680
Speaker 7: the decks that we we build uh for the festival

501
00:25:46,000 --> 00:25:49,240
Speaker 7: for viewing and shade while we build a double decker

502
00:25:49,600 --> 00:25:53,879
Speaker 7: on both stages, uh, and on that upstairs level is

503
00:25:54,080 --> 00:25:57,600
Speaker 7: the Skydeck program where there's a hosted bar, full bar,

504
00:25:58,080 --> 00:26:04,240
Speaker 7: grete wine selection, shade, seating, and just fewer people have

505
00:26:04,400 --> 00:26:08,080
Speaker 7: access to that next level called the skydeck. So it

506
00:26:08,160 --> 00:26:14,080
Speaker 7: makes for a much more comfortable experience outside of what

507
00:26:14,760 --> 00:26:19,159
Speaker 7: we would call the larger VIP experience, and you have

508
00:26:19,280 --> 00:26:22,919
Speaker 7: views on both the main stage and the second stage

509
00:26:22,960 --> 00:26:24,520
Speaker 7: or the counter headliner stage.

510
00:26:26,280 --> 00:26:28,520
Speaker 1: Okay, so how many Skydeck tickets are there?

511
00:26:29,640 --> 00:26:33,000
Speaker 7: We sell a little over a thousand, and based on

512
00:26:33,080 --> 00:26:36,640
Speaker 7: the programming that we do. Dave's responsible for the artist programming,

513
00:26:37,400 --> 00:26:39,760
Speaker 7: based on the program we would do, you know, any

514
00:26:39,800 --> 00:26:42,360
Speaker 7: one stage and the.

515
00:26:42,359 --> 00:26:43,439
Speaker 3: Sky Deck would have.

516
00:26:43,840 --> 00:26:48,080
Speaker 7: You know, half the viable audience could be anywhere at

517
00:26:48,119 --> 00:26:50,240
Speaker 7: any one time, So we try to keep the audiences

518
00:26:50,400 --> 00:26:53,199
Speaker 7: split up so that it always does feel roomy on

519
00:26:53,320 --> 00:26:55,639
Speaker 7: each stage. So there's a great content happening on the

520
00:26:55,680 --> 00:26:59,000
Speaker 7: main stage that attracts a X number of people, and

521
00:26:59,240 --> 00:27:01,639
Speaker 7: the second stage would have another artist going at the

522
00:27:01,640 --> 00:27:05,040
Speaker 7: same time, and that would attract a different population of Skydeck.

523
00:27:06,040 --> 00:27:08,399
Speaker 1: Okay, how much does Skydeck ticket cost?

524
00:27:09,320 --> 00:27:11,719
Speaker 7: I think we're at the two right, around two thousand

525
00:27:11,760 --> 00:27:13,640
Speaker 7: dollars all in, Dave, correct me if I'm wrong.

526
00:27:13,680 --> 00:27:17,040
Speaker 2: You're looking at this particular at the price sheet, You're

527
00:27:17,040 --> 00:27:17,480
Speaker 2: about right.

528
00:27:19,720 --> 00:27:22,159
Speaker 7: And for that mattered, we didn't really touch on this.

529
00:27:22,200 --> 00:27:25,119
Speaker 7: We're doing the all in pricing now, Bob, for whatever

530
00:27:25,119 --> 00:27:27,320
Speaker 7: it's worth. So when we say these prices, we're talking

531
00:27:27,320 --> 00:27:28,679
Speaker 7: about fees and so forth.

532
00:27:29,640 --> 00:27:31,680
Speaker 1: Okay, if I paid two thousand and I'm in the

533
00:27:31,720 --> 00:27:36,520
Speaker 1: sky Deck, do I get any wine or any food

534
00:27:36,720 --> 00:27:39,199
Speaker 1: or just I have as part of that? Or am

535
00:27:39,240 --> 00:27:40,639
Speaker 1: I just an exclusive location?

536
00:27:41,440 --> 00:27:43,160
Speaker 3: You are in an exclusive location.

537
00:27:43,920 --> 00:27:48,200
Speaker 7: You get a full hosted bar that includes a very

538
00:27:48,240 --> 00:27:51,920
Speaker 7: well curated Napa Valley wine list of whites and reds,

539
00:27:52,520 --> 00:27:55,880
Speaker 7: of all kinds of varietals, so cabs and pinots and

540
00:27:55,960 --> 00:27:59,960
Speaker 7: Chardonnays and sat blancs, and that's all, you know, included

541
00:28:00,040 --> 00:28:00,600
Speaker 7: with the ticket.

542
00:28:01,080 --> 00:28:01,240
Speaker 4: Uh.

543
00:28:01,280 --> 00:28:04,200
Speaker 7: And then we have you know, our our premium bar

544
00:28:04,440 --> 00:28:07,280
Speaker 7: you know, well drinks you know from from Don Julia

545
00:28:07,359 --> 00:28:12,040
Speaker 7: Tequila to Kettle One vodka uh, and a full suction

546
00:28:12,119 --> 00:28:16,320
Speaker 7: of beers you know, from pacific O or you know,

547
00:28:16,440 --> 00:28:20,159
Speaker 7: Cores or Loganitas. So this is all included in that ticket,

548
00:28:20,640 --> 00:28:24,320
Speaker 7: unlike the VIP ticket which is no host if you will.

549
00:28:25,400 --> 00:28:27,640
Speaker 1: And is there any food involved for two thousand.

550
00:28:28,080 --> 00:28:30,600
Speaker 3: Not on the sky deck or the vip.

551
00:28:31,720 --> 00:28:35,359
Speaker 1: Okay skydeck for two thousand. What's the next level above that?

552
00:28:36,960 --> 00:28:37,760
Speaker 3: Justin take it away?

553
00:28:38,560 --> 00:28:41,959
Speaker 5: Yeah, I'm sure the platum, the plant program. We referenced

554
00:28:41,960 --> 00:28:45,280
Speaker 5: it earlier with the lounge. So that's a six thousand

555
00:28:45,280 --> 00:28:50,280
Speaker 5: dollars ticket, and so that seems like a lot.

556
00:28:50,360 --> 00:28:52,520
Speaker 4: And then people go to it and they did, all

557
00:28:52,520 --> 00:28:53,360
Speaker 4: of a sudden they feel like.

558
00:28:53,320 --> 00:28:55,720
Speaker 5: Hey, that's pretty that's a pretty good deal compared to

559
00:28:55,720 --> 00:28:57,640
Speaker 5: when I paid it. The master's comptter, why I paid

560
00:28:57,640 --> 00:29:01,240
Speaker 5: at the one race, So it is all relative, and

561
00:29:01,320 --> 00:29:03,800
Speaker 5: so what do you get for six thousand bucks a ticket?

562
00:29:05,040 --> 00:29:07,560
Speaker 4: So there's a lot, but I guess.

563
00:29:07,280 --> 00:29:09,480
Speaker 5: To start with like where you where you arrive or

564
00:29:09,520 --> 00:29:11,040
Speaker 5: where you park. You know, a lot of people get

565
00:29:11,080 --> 00:29:13,600
Speaker 5: dropped with a car service with that ticket type.

566
00:29:13,520 --> 00:29:15,640
Speaker 6: Or you park your car. Either way, you're doing.

567
00:29:15,400 --> 00:29:20,760
Speaker 5: It backstage, and so you're literally arriving essentially like adjacent

568
00:29:20,800 --> 00:29:23,200
Speaker 5: to the Hardest Village and you go on a golf car,

569
00:29:23,280 --> 00:29:26,360
Speaker 5: you get your glass of champagne and welcome, and you

570
00:29:26,400 --> 00:29:29,400
Speaker 5: get dropped off, you know, kind of you know, escorted

571
00:29:29,400 --> 00:29:31,560
Speaker 5: through the back of the house and you get dropped

572
00:29:31,600 --> 00:29:33,320
Speaker 5: up right in the back of the main stage at

573
00:29:33,760 --> 00:29:36,000
Speaker 5: what we call the Platinum Mound. So in the Platinum

574
00:29:36,040 --> 00:29:39,280
Speaker 5: Ound is what we referenced before. It's a it's a

575
00:29:39,320 --> 00:29:42,040
Speaker 5: super large kind of air conditioned area that changes the

576
00:29:42,040 --> 00:29:45,600
Speaker 5: look every year, and it also changes the food or

577
00:29:45,640 --> 00:29:48,040
Speaker 5: the food changes every year as well. So it's it's

578
00:29:48,160 --> 00:29:50,680
Speaker 5: food from the second that you walk into the second

579
00:29:50,680 --> 00:29:53,160
Speaker 5: you leave, you know, comfort food and dessert on your

580
00:29:53,160 --> 00:29:56,400
Speaker 5: way out and everywhere in between. And so there's it

581
00:29:56,480 --> 00:29:59,400
Speaker 5: started out. I guess our partner there was mission was

582
00:29:59,480 --> 00:30:03,520
Speaker 5: the Michelin three star restaurant Meadowood, which was in that

583
00:30:03,680 --> 00:30:08,480
Speaker 5: but unfortunately burnt in the fires. Of twenty twenty twenty

584
00:30:08,640 --> 00:30:10,920
Speaker 5: until we have twenty seventeen fires or as far as

585
00:30:10,920 --> 00:30:13,680
Speaker 5: in twenty twenty and twenty seventeen. Yeah, Meadowood burned in

586
00:30:13,720 --> 00:30:17,200
Speaker 5: the twenty seventeen fires. So we ended up changing our

587
00:30:17,240 --> 00:30:20,120
Speaker 5: food program a little bit in terms of where the

588
00:30:20,240 --> 00:30:22,720
Speaker 5: chefs came from. But we but we set a standard

589
00:30:22,720 --> 00:30:24,959
Speaker 5: with them to say, hey, what do you expect when

590
00:30:25,000 --> 00:30:26,920
Speaker 5: you go to Michelin three star wars or what would

591
00:30:26,960 --> 00:30:28,760
Speaker 5: you eat? You know, what would you think of a

592
00:30:28,880 --> 00:30:31,840
Speaker 5: concert there? And it really set the bar high for

593
00:30:31,960 --> 00:30:33,520
Speaker 5: us and we couldn't go back from there. So we

594
00:30:33,560 --> 00:30:38,040
Speaker 5: have basically had no choice but to invest all in

595
00:30:38,120 --> 00:30:41,000
Speaker 5: on the food and beverage program. So it's if you

596
00:30:41,120 --> 00:30:44,840
Speaker 5: name it, then we've probably served it at the Platinum Oupse.

597
00:30:44,840 --> 00:30:49,800
Speaker 5: And that could be something as savory, is it's you know,

598
00:30:49,840 --> 00:30:53,040
Speaker 5: the best like grilled chicken sandwich you've ever had because

599
00:30:53,040 --> 00:30:55,360
Speaker 5: it's you know, made in the style that Thomas Keller

600
00:30:55,400 --> 00:30:59,719
Speaker 5: does at ad Hoc in Yonville. Or it can be

601
00:31:00,120 --> 00:31:02,400
Speaker 5: is you know, back to what you might expect in

602
00:31:02,640 --> 00:31:05,160
Speaker 5: you know, a fancy place like it's Caviat and it's

603
00:31:05,400 --> 00:31:08,520
Speaker 5: you know, there's a full oyster bar. And there's you know,

604
00:31:08,840 --> 00:31:12,520
Speaker 5: every wine you can imagine. So we're serving like multiple, multiple,

605
00:31:12,600 --> 00:31:17,280
Speaker 5: multiple hundred point wines, all served by master som Alier's

606
00:31:17,320 --> 00:31:19,880
Speaker 5: and masters of wine. So we have like true, true

607
00:31:19,920 --> 00:31:23,080
Speaker 5: wine experts that are there curating everything and then also

608
00:31:23,320 --> 00:31:28,480
Speaker 5: providing the service. We end up doing those those so

609
00:31:28,640 --> 00:31:32,200
Speaker 5: called specialty taste things. I was mentioning on the bourbon one.

610
00:31:31,560 --> 00:31:34,880
Speaker 5: You you commented on this when we chatted, you know,

611
00:31:34,920 --> 00:31:37,160
Speaker 5: a couple of months ago, but we would do that,

612
00:31:37,240 --> 00:31:40,080
Speaker 5: like do you really know the difference between Papy van

613
00:31:40,160 --> 00:31:43,600
Speaker 5: Weigel and some of the other premium bourbons out there?

614
00:31:43,760 --> 00:31:45,560
Speaker 5: You know, let's sit down and find out, right, So

615
00:31:45,600 --> 00:31:48,440
Speaker 5: people sign up for that experience, and next thing you know,

616
00:31:48,480 --> 00:31:52,040
Speaker 5: they're drinking all of these multi hundred dollars bottles of

617
00:31:52,080 --> 00:31:53,560
Speaker 5: bourbon and they're trying them.

618
00:31:53,640 --> 00:31:53,760
Speaker 4: Right.

619
00:31:53,800 --> 00:31:55,960
Speaker 5: We're not trying to get people drunk. We're just trying

620
00:31:55,960 --> 00:31:58,240
Speaker 5: to actually walk them through a process and how they're

621
00:31:58,520 --> 00:32:00,800
Speaker 5: each made. And we do the same thing with one.

622
00:32:00,840 --> 00:32:03,960
Speaker 5: We'll have lines that these same people buying a six

623
00:32:03,960 --> 00:32:06,960
Speaker 5: thousand dollars ticket, they actually can't get on the list

624
00:32:06,960 --> 00:32:09,440
Speaker 5: to buy themselves, but they can come to Battle Rock

625
00:32:09,480 --> 00:32:12,040
Speaker 5: and try it. So that's kind of been a fun thing.

626
00:32:12,160 --> 00:32:14,960
Speaker 5: And again we're just going off of what feedback that

627
00:32:15,000 --> 00:32:18,280
Speaker 5: customers are telling us in those surveys, and so we

628
00:32:18,400 --> 00:32:21,920
Speaker 5: do really special experiences there. Other than that, it's beautiful

629
00:32:21,960 --> 00:32:24,560
Speaker 5: lounge that's literally right next door to the main stage,

630
00:32:24,960 --> 00:32:27,280
Speaker 5: and from that lounge, when you go out to see

631
00:32:27,320 --> 00:32:30,400
Speaker 5: a show, you walk across the little bridge that gets

632
00:32:30,440 --> 00:32:33,280
Speaker 5: onto the on stage viewing that elevated kind of poser

633
00:32:33,320 --> 00:32:34,120
Speaker 5: deck viewing.

634
00:32:34,200 --> 00:32:36,320
Speaker 4: Or you can go down to the chute and be like.

635
00:32:36,320 --> 00:32:38,440
Speaker 5: Literally in the front row, so it's kind of a

636
00:32:38,480 --> 00:32:42,080
Speaker 5: guaranteed front row seat when you have that ticket type.

637
00:32:42,080 --> 00:32:45,960
Speaker 4: We also offer a similar viewing at the sound mix.

638
00:32:46,120 --> 00:32:49,520
Speaker 5: Obviously, we all know that the sound is likely the

639
00:32:49,560 --> 00:32:53,000
Speaker 5: best right at the sound mix, so we do a

640
00:32:53,040 --> 00:32:56,400
Speaker 5: cocktail service and a bar for this guest at the

641
00:32:56,400 --> 00:33:00,200
Speaker 5: sound mix itself, so they have multiple places to view from,

642
00:33:00,600 --> 00:33:02,400
Speaker 5: they have a concierge to help them with their.

643
00:33:02,280 --> 00:33:04,320
Speaker 6: Stay and their air travel and.

644
00:33:03,960 --> 00:33:07,160
Speaker 5: And et cetera, et cetera. But in general, that's a

645
00:33:07,240 --> 00:33:09,360
Speaker 5: rough overview of the Platinum program.

646
00:33:09,440 --> 00:33:11,920
Speaker 2: One thing I would add is, you know, we we

647
00:33:12,120 --> 00:33:16,920
Speaker 2: kind of really took for granted just how much our

648
00:33:16,960 --> 00:33:22,840
Speaker 2: customers enjoy being whisked through on a golf cart the

649
00:33:22,880 --> 00:33:25,239
Speaker 2: back of house. I mean, Bob, you're you're He've been

650
00:33:25,240 --> 00:33:28,200
Speaker 2: in the music industry for so long and being back

651
00:33:28,200 --> 00:33:30,680
Speaker 2: of house anywhere is just kind of the norm. But

652
00:33:31,080 --> 00:33:36,320
Speaker 2: for someone that isn't from the music industry, the idea

653
00:33:36,440 --> 00:33:40,320
Speaker 2: of passing through back of house and seeing artists tense

654
00:33:40,520 --> 00:33:44,400
Speaker 2: and driving past this artist or that artist is really

655
00:33:44,400 --> 00:33:48,080
Speaker 2: a big deal and it's just enjoyable, I think for

656
00:33:48,120 --> 00:33:51,840
Speaker 2: the three of us to see the reactions on people's

657
00:33:51,880 --> 00:33:54,880
Speaker 2: faces as they come through the artist compound, and then

658
00:33:54,920 --> 00:33:56,440
Speaker 2: when they when they're dropped when they when they were

659
00:33:56,520 --> 00:34:00,920
Speaker 2: dropped off, which is right behind this Platinum lounge that

660
00:34:01,040 --> 00:34:02,040
Speaker 2: Justin was describing.

661
00:34:02,400 --> 00:34:03,000
Speaker 1: It is at that.

662
00:34:03,000 --> 00:34:08,319
Speaker 2: Place where they are greeted, they meet with the concierge,

663
00:34:08,640 --> 00:34:12,439
Speaker 2: They're able to store their purses or whatever they want

664
00:34:12,480 --> 00:34:15,280
Speaker 2: to store in their own personal locker, and then become

665
00:34:15,320 --> 00:34:19,640
Speaker 2: aware of COO, perhaps of the artists they can set

666
00:34:19,719 --> 00:34:22,799
Speaker 2: up a meet and greet for, and with what other

667
00:34:22,960 --> 00:34:26,680
Speaker 2: kind of programs tasting tastings, et cetera they can sign

668
00:34:26,760 --> 00:34:28,680
Speaker 2: up for all right then and there, it's kind of

669
00:34:28,680 --> 00:34:32,839
Speaker 2: the central hub where throughout the day, if they need

670
00:34:32,880 --> 00:34:36,279
Speaker 2: to get back to to to their locker, or if

671
00:34:36,320 --> 00:34:40,000
Speaker 2: they need to ask questions of anyone to let's say,

672
00:34:40,719 --> 00:34:43,560
Speaker 2: have a chauffeur take them home back to the hotel

673
00:34:43,640 --> 00:34:46,120
Speaker 2: to get something or whatever. It's it's where they go

674
00:34:46,280 --> 00:34:50,960
Speaker 2: to be just assisted at a very very kind of

675
00:34:52,560 --> 00:34:55,840
Speaker 2: I want to put it high touch point level.

676
00:34:56,920 --> 00:35:00,080
Speaker 1: And how many of these tickets do you sell a day?

677
00:35:01,520 --> 00:35:02,799
Speaker 1: It's a complicated question.

678
00:35:03,640 --> 00:35:07,160
Speaker 5: Yeah, well, because there's there's some there's some platinum suites

679
00:35:07,200 --> 00:35:09,839
Speaker 5: as well, and we'll make Jason take you through what

680
00:35:09,880 --> 00:35:11,520
Speaker 5: the suites mean for us.

681
00:35:11,680 --> 00:35:14,120
Speaker 1: Okay, wait, wait, let me just stop for a second.

682
00:35:14,440 --> 00:35:17,560
Speaker 1: Platinum and Platinum suites are the only other tickets available.

683
00:35:17,560 --> 00:35:18,640
Speaker 1: There's nothing beyond those two.

684
00:35:18,760 --> 00:35:21,520
Speaker 3: Right, there's one more.

685
00:35:22,280 --> 00:35:23,360
Speaker 1: And what is that called.

686
00:35:23,680 --> 00:35:27,799
Speaker 7: It's a Marriott Bombboy American Express suite ticket type that

687
00:35:27,840 --> 00:35:32,000
Speaker 7: we actually created a branded ticket type for a sponsor.

688
00:35:32,560 --> 00:35:34,560
Speaker 7: And we sell about four hundred and fifty of those

689
00:35:34,600 --> 00:35:37,759
Speaker 7: a day, so about you know, thirteen fifty over the

690
00:35:37,800 --> 00:35:39,400
Speaker 7: weekend of total people.

691
00:35:39,760 --> 00:35:42,719
Speaker 1: Oh okay, let's let's let's go back. I spend my

692
00:35:42,880 --> 00:35:45,960
Speaker 1: six thousand. Am I ever going to have to open

693
00:35:46,000 --> 00:35:46,960
Speaker 1: my wallet again?

694
00:35:49,760 --> 00:35:51,799
Speaker 4: Now? Yeah?

695
00:35:51,880 --> 00:35:57,200
Speaker 5: If you so we'll give you a special hat you

696
00:35:57,239 --> 00:35:59,640
Speaker 5: know that's just bought, and we'll give you a lot

697
00:35:59,719 --> 00:35:59,840
Speaker 5: or not.

698
00:36:00,600 --> 00:36:02,600
Speaker 4: But if you want if you want some if you

699
00:36:02,640 --> 00:36:03,920
Speaker 4: want some merch that's.

700
00:36:03,719 --> 00:36:06,799
Speaker 5: Not part of what we're giving you for free, then

701
00:36:06,800 --> 00:36:08,759
Speaker 5: that's probably the only thing there is to spend money on.

702
00:36:10,160 --> 00:36:12,439
Speaker 7: Yeah, if you're in Ga, Bob, if you if you've

703
00:36:12,520 --> 00:36:17,279
Speaker 7: left the platinum environments that Justin and Dave have been articulating,

704
00:36:17,440 --> 00:36:20,680
Speaker 7: you're now just you'r a general admission guest, right, and

705
00:36:20,760 --> 00:36:22,880
Speaker 7: if you want a beer at that GA bar.

706
00:36:22,800 --> 00:36:24,520
Speaker 3: Over there, you got to pay for that beer, believe

707
00:36:24,520 --> 00:36:24,839
Speaker 3: it or not.

708
00:36:25,120 --> 00:36:28,239
Speaker 1: Okay, So tell me about the sweets, Jason, you're up.

709
00:36:28,880 --> 00:36:32,760
Speaker 7: Yeah, I'll jump in on that one. So the suites

710
00:36:32,800 --> 00:36:40,920
Speaker 7: program has has become a really meaningful and robust hospitality

711
00:36:41,160 --> 00:36:44,040
Speaker 7: experience for a lot of different clientele.

712
00:36:45,200 --> 00:36:46,320
Speaker 3: It's it's grown.

713
00:36:46,080 --> 00:36:49,480
Speaker 7: Over the years to the extent of we now have

714
00:36:49,640 --> 00:36:55,239
Speaker 7: thirty two individual suites each day on site. And we've

715
00:36:55,760 --> 00:36:59,560
Speaker 7: created this again another double decker that we referred to earlier.

716
00:37:00,280 --> 00:37:03,719
Speaker 7: This would be stage right of the main stage. So

717
00:37:03,840 --> 00:37:06,640
Speaker 7: you have a double deck or structure, sixteen suites on

718
00:37:06,680 --> 00:37:10,400
Speaker 7: the bottom, sixteen suites on the top. We have a

719
00:37:10,480 --> 00:37:16,680
Speaker 7: whole Suites team, conciers team and suite hosts that helped

720
00:37:16,719 --> 00:37:22,600
Speaker 7: manage this program. And the program essentially is a minimum

721
00:37:22,640 --> 00:37:27,440
Speaker 7: package of forty tickets for one day suite and you

722
00:37:27,480 --> 00:37:31,400
Speaker 7: can either be a VIP guest within that suite or

723
00:37:31,440 --> 00:37:33,560
Speaker 7: a Platinum guest within a suite.

724
00:37:33,880 --> 00:37:37,120
Speaker 3: And what that means is it doesn't really mean.

725
00:37:37,000 --> 00:37:40,440
Speaker 7: A whole lot on the suite itself, other than platinum

726
00:37:40,560 --> 00:37:45,560
Speaker 7: suites are prioritized closest to the stage, but when you

727
00:37:45,680 --> 00:37:49,000
Speaker 7: leave the suite, you are either now a VIP guest

728
00:37:49,000 --> 00:37:51,320
Speaker 7: to the festival or a Platinum guest to the festival.

729
00:37:51,800 --> 00:37:54,640
Speaker 7: We only sell so many platinum suites, and that's kind

730
00:37:54,680 --> 00:37:57,120
Speaker 7: of why Dave was saying that question is complicated because

731
00:37:57,160 --> 00:38:00,480
Speaker 7: we do sell a handful of platinum suites that are

732
00:38:00,680 --> 00:38:05,239
Speaker 7: part of the overall platinum body if you will, that

733
00:38:05,320 --> 00:38:07,600
Speaker 7: have access to all the Platinum experiences that Dave and

734
00:38:07,680 --> 00:38:08,560
Speaker 7: Justin been talking about.

735
00:38:08,600 --> 00:38:09,840
Speaker 3: But I digress.

736
00:38:10,440 --> 00:38:13,280
Speaker 7: That's kind of to tie that up with the sweets,

737
00:38:13,400 --> 00:38:17,520
Speaker 7: you basically have an in sweet bar. You have a

738
00:38:18,680 --> 00:38:24,279
Speaker 7: very curated sweet menu from local restaurants such as world

739
00:38:24,360 --> 00:38:29,880
Speaker 7: Famous Mustards, a Note Tree. These are all Napa Restaurants.

740
00:38:29,920 --> 00:38:33,840
Speaker 7: By the way, so many many restaurants are participating to

741
00:38:33,880 --> 00:38:38,120
Speaker 7: help feed our sweets guests. The sweet host and our

742
00:38:38,160 --> 00:38:42,360
Speaker 7: team work together months prior to the festival to curate

743
00:38:42,440 --> 00:38:46,480
Speaker 7: the food menu. You can upgrade your bar to you know,

744
00:38:46,560 --> 00:38:50,360
Speaker 7: some premium tequilas and bourbons and champagnes and wines. We

745
00:38:50,400 --> 00:38:53,160
Speaker 7: have a whole reserve wine list that's part of the

746
00:38:53,160 --> 00:38:56,359
Speaker 7: Suites program if you want to upgrade the wine that

747
00:38:56,400 --> 00:38:57,360
Speaker 7: we are providing.

748
00:38:58,640 --> 00:39:01,880
Speaker 3: Let's see here. The customer for the suites.

749
00:39:01,520 --> 00:39:06,680
Speaker 7: Has kind of evolved into a mixture of both sponsors

750
00:39:07,400 --> 00:39:12,520
Speaker 7: wanting that group hospitality experience in addition to their branded

751
00:39:13,040 --> 00:39:16,920
Speaker 7: experience that they're providing for the festival guests out in

752
00:39:17,120 --> 00:39:22,000
Speaker 7: Ga somewhere. And or we get a lot of winery

753
00:39:22,239 --> 00:39:25,080
Speaker 7: partners who you know, are finding this to be one

754
00:39:25,120 --> 00:39:29,919
Speaker 7: of the best experiences for like hosting their distributors, their

755
00:39:30,000 --> 00:39:31,360
Speaker 7: sales teams.

756
00:39:31,400 --> 00:39:32,880
Speaker 3: That are spread around the country.

757
00:39:32,880 --> 00:39:35,239
Speaker 7: They bring them back to Napa Valley and throw this

758
00:39:35,360 --> 00:39:37,799
Speaker 7: huge party forum at Bottle Rock and it's been a

759
00:39:37,800 --> 00:39:39,920
Speaker 7: home run for our wine partners in that regard.

760
00:39:40,960 --> 00:39:41,440
Speaker 1: And then you.

761
00:39:41,480 --> 00:39:44,879
Speaker 7: Get you know, the fifty year old birthday party We've

762
00:39:44,880 --> 00:39:48,560
Speaker 7: even had a wedding party in our suites. But believe

763
00:39:48,560 --> 00:39:50,799
Speaker 7: it or not, these suites sell out prior to even

764
00:39:50,840 --> 00:39:54,360
Speaker 7: the lineup going out, which is which is kudos to

765
00:39:54,400 --> 00:39:58,480
Speaker 7: the team for creating that experience that people just basically

766
00:39:59,280 --> 00:40:02,080
Speaker 7: always pick up their option to take that suite than

767
00:40:02,160 --> 00:40:05,319
Speaker 7: the following year, well before the lineup. So it's been

768
00:40:05,360 --> 00:40:08,399
Speaker 7: a home run of a program. I wish we had

769
00:40:08,440 --> 00:40:10,800
Speaker 7: more where we joke around, should we build a triple

770
00:40:10,880 --> 00:40:14,279
Speaker 7: decker so that we can accommodate more suite guests, But

771
00:40:14,600 --> 00:40:16,959
Speaker 7: right now we're at the double decker level.

772
00:40:17,120 --> 00:40:19,920
Speaker 1: So and tell me about the MX Experience.

773
00:40:20,560 --> 00:40:23,319
Speaker 3: Yeah, that's that's a sponsored program.

774
00:40:23,960 --> 00:40:28,520
Speaker 7: We've been working with AMX and Marriott bomb Bay excuse me,

775
00:40:29,360 --> 00:40:32,400
Speaker 7: which is the you know, a member card for the

776
00:40:32,880 --> 00:40:38,280
Speaker 7: Marriotte you know hotel program and they have been a partner,

777
00:40:38,840 --> 00:40:42,719
Speaker 7: I think since twenty fifteen, where again this program has

778
00:40:42,800 --> 00:40:45,360
Speaker 7: grown as well. It's in my opinion, it might be

779
00:40:45,400 --> 00:40:48,960
Speaker 7: the best feat in the house. It's literally right off

780
00:40:49,080 --> 00:40:54,880
Speaker 7: of stage rights downstage edge, and it's it's basically a

781
00:40:54,920 --> 00:40:59,279
Speaker 7: double decker suite with lots of room for about four

782
00:40:59,360 --> 00:41:01,880
Speaker 7: hundred and fifty people all in the same you know

783
00:41:01,960 --> 00:41:05,839
Speaker 7: that are carrying the same wristband, and they're getting hosted bar. Uh,

784
00:41:06,000 --> 00:41:10,040
Speaker 7: they're getting Michelin star food from a local chef, Ken Frank,

785
00:41:10,640 --> 00:41:14,319
Speaker 7: the owner and operator of Lataku. They're getting this great view,

786
00:41:14,360 --> 00:41:19,840
Speaker 7: they're getting a merch item, they're getting lockers, they're getting

787
00:41:20,080 --> 00:41:24,040
Speaker 7: face painting and some fun little festival flare things that

788
00:41:24,080 --> 00:41:25,040
Speaker 7: happen on this deck.

789
00:41:25,920 --> 00:41:28,200
Speaker 3: But you know, I think for for.

790
00:41:28,239 --> 00:41:30,319
Speaker 7: My money and some of the people that have that

791
00:41:30,360 --> 00:41:32,160
Speaker 7: have bought this ticket year over year, they say, it's

792
00:41:32,239 --> 00:41:34,279
Speaker 7: the best seat in the house, and.

793
00:41:33,760 --> 00:41:36,760
Speaker 3: And uh, it's a it's a great experience overall.

794
00:41:37,360 --> 00:41:39,880
Speaker 1: Okay, do you need like an American Express card to

795
00:41:39,920 --> 00:41:40,720
Speaker 1: purchase ticket?

796
00:41:41,360 --> 00:41:45,480
Speaker 7: You need a Marriott Bonvoy card that's American.

797
00:41:45,719 --> 00:41:47,399
Speaker 3: That's an American Express Uh.

798
00:41:48,400 --> 00:41:48,680
Speaker 4: Okay.

799
00:41:48,800 --> 00:41:51,120
Speaker 1: And assuming you have that card, what is the fee

800
00:41:51,200 --> 00:41:51,400
Speaker 1: for that?

801
00:41:51,480 --> 00:41:54,839
Speaker 7: Dick that that ticket is actually on par with our

802
00:41:54,960 --> 00:41:57,480
Speaker 7: skydeck ticket that we were talking about earlier, which is

803
00:41:57,520 --> 00:42:01,480
Speaker 7: around two thousand dollars. Uh, So there's this baked in

804
00:42:01,600 --> 00:42:06,880
Speaker 7: premium as part of the sponsorship benefits to having that ticket.

805
00:42:14,000 --> 00:42:16,760
Speaker 1: Okay, tell us a little bit about the venue itself.

806
00:42:17,600 --> 00:42:18,440
Speaker 4: It's really small.

807
00:42:20,040 --> 00:42:24,520
Speaker 7: Since I'm on a roll yeah, it's uh, it's uh

808
00:42:25,080 --> 00:42:27,120
Speaker 7: kind of when we first started this, I would have

809
00:42:27,120 --> 00:42:30,640
Speaker 7: I would have let everybody know we're in downtown Napa Valley, Napa,

810
00:42:30,680 --> 00:42:34,640
Speaker 7: the City of Napa. So Napa is one of five

811
00:42:34,719 --> 00:42:37,360
Speaker 7: or six cities in the County of Napa, and and

812
00:42:37,640 --> 00:42:39,560
Speaker 7: it's kind of the nerve center of the Napa Valley

813
00:42:39,600 --> 00:42:41,319
Speaker 7: at this point in time. It used to not be

814
00:42:42,160 --> 00:42:45,360
Speaker 7: way back when Justin, Dave and I were all elementary

815
00:42:45,400 --> 00:42:46,560
Speaker 7: and high school kids here.

816
00:42:46,960 --> 00:42:49,120
Speaker 3: We all grew up here. So it's in it's in

817
00:42:49,160 --> 00:42:49,960
Speaker 3: downtown Napa.

818
00:42:50,000 --> 00:42:53,000
Speaker 7: It's very close to a lot of the major restaurants

819
00:42:53,040 --> 00:42:56,759
Speaker 7: and hotels. Super easy to get to when you're in

820
00:42:56,880 --> 00:43:00,279
Speaker 7: downtown Napa, meaning you can walk from your hotel all

821
00:43:00,320 --> 00:43:01,960
Speaker 7: you can walk from the restaurant that you just had

822
00:43:02,000 --> 00:43:04,320
Speaker 7: lunch at and across the street and you're in the venue.

823
00:43:04,760 --> 00:43:08,440
Speaker 7: It's at the Napa Valley Expo, which when it's not

824
00:43:08,600 --> 00:43:12,960
Speaker 7: bought a rock, that's the Town and Country Fair, Kingtonias

825
00:43:13,000 --> 00:43:15,760
Speaker 7: and crab feeds for fundraisers and things of that nature,

826
00:43:15,760 --> 00:43:17,160
Speaker 7: which is which is kind of funny.

827
00:43:17,200 --> 00:43:20,000
Speaker 3: It's got a long history here in the city of Napa.

828
00:43:20,080 --> 00:43:20,759
Speaker 3: The Expo does.

829
00:43:21,640 --> 00:43:23,440
Speaker 7: It's very like Justin was just saying, it's a very

830
00:43:23,480 --> 00:43:27,120
Speaker 7: small footprint, which is part of the reason why we

831
00:43:27,640 --> 00:43:30,760
Speaker 7: started building these double deckers to create more real estate

832
00:43:30,880 --> 00:43:34,759
Speaker 7: for hospitality and VIP type programs. It's one of the

833
00:43:34,840 --> 00:43:38,520
Speaker 7: reasons that we spend all year thinking about you know,

834
00:43:39,800 --> 00:43:43,040
Speaker 7: entry or ingress and thinking about how guests flow from

835
00:43:43,080 --> 00:43:44,160
Speaker 7: one area of.

836
00:43:44,080 --> 00:43:45,800
Speaker 3: The venue to the other area of the venue.

837
00:43:46,160 --> 00:43:49,120
Speaker 7: It's it's why we spend all year think about where

838
00:43:49,120 --> 00:43:53,879
Speaker 7: we put sponsors and how food lines Q or bar

839
00:43:54,000 --> 00:43:58,239
Speaker 7: lines Q. You know, these guys can jump in anytime now,

840
00:43:58,280 --> 00:44:00,719
Speaker 7: but it's it's something that you know, we wish we

841
00:44:00,760 --> 00:44:03,440
Speaker 7: had more real estate. But at the same time, the

842
00:44:03,640 --> 00:44:08,040
Speaker 7: venue being in downtown NAPA and being more intimate than

843
00:44:08,080 --> 00:44:11,160
Speaker 7: a sprawling, you know, one hundred and twenty thousand person

844
00:44:11,239 --> 00:44:15,719
Speaker 7: festival where we're forty forty four thousand cap it makes

845
00:44:15,760 --> 00:44:20,600
Speaker 7: it for a more I guess, approachable venue.

846
00:44:20,680 --> 00:44:22,880
Speaker 3: So I'll stop and let Justin or Dave take a

847
00:44:22,880 --> 00:44:23,399
Speaker 3: shot at that.

848
00:44:23,520 --> 00:44:26,880
Speaker 1: Okay, do the expensive tickets sell out first or the

849
00:44:26,960 --> 00:44:28,960
Speaker 1: GA tickets expensive?

850
00:44:29,600 --> 00:44:32,960
Speaker 7: The expensive tickets sold out before the lineup even went out.

851
00:44:32,960 --> 00:44:36,120
Speaker 7: This year, we sold them all before we even announced

852
00:44:36,120 --> 00:44:40,920
Speaker 7: the lineup. The VIP plus tickets, every level we spoke about.

853
00:44:41,280 --> 00:44:47,640
Speaker 1: Yeah, okay, let's talk about the economics if you sell out?

854
00:44:47,840 --> 00:44:49,240
Speaker 1: What's the gross.

855
00:44:52,520 --> 00:44:55,719
Speaker 5: Enough we were if we were I don't know, if

856
00:44:55,760 --> 00:44:56,879
Speaker 5: we wanted to talk about it.

857
00:44:56,840 --> 00:44:59,440
Speaker 1: Well, you're gonna I'm gonna see it at poll Star anyway,

858
00:45:00,200 --> 00:45:02,200
Speaker 1: the gross last year. I could probably look it up.

859
00:45:04,480 --> 00:45:07,799
Speaker 5: Yeah, yeah, if people tell the truth and when they

860
00:45:07,880 --> 00:45:12,040
Speaker 5: report it, yeah, I don't know. I guess we're we're

861
00:45:12,120 --> 00:45:14,279
Speaker 5: just because we weren't expecting that question will dance around

862
00:45:14,320 --> 00:45:14,759
Speaker 5: a little bit.

863
00:45:15,080 --> 00:45:16,880
Speaker 4: But let's say it's it's it's.

864
00:45:16,760 --> 00:45:19,120
Speaker 3: Good, and then where were you going to go with that?

865
00:45:19,239 --> 00:45:20,600
Speaker 4: Let's say we said that number.

866
00:45:21,160 --> 00:45:23,680
Speaker 1: Well, okay, and I'm just breaking a festival economics are

867
00:45:23,719 --> 00:45:29,680
Speaker 1: different from traditional arena economics. In a festival, traditionally, you

868
00:45:29,719 --> 00:45:32,960
Speaker 1: pay a flat fee for the talent, and if you

869
00:45:33,200 --> 00:45:37,320
Speaker 1: sell out, it could be very profitable for the promoter,

870
00:45:38,239 --> 00:45:43,239
Speaker 1: so there's a huge outlay of cash. Okay, So the

871
00:45:43,320 --> 00:45:46,799
Speaker 1: question would be, we'll start from the beginning, what percentage

872
00:45:46,840 --> 00:45:49,360
Speaker 1: of the revenue goes to talent?

873
00:45:50,440 --> 00:45:54,000
Speaker 5: Yeah, well, actually one day, I guess, and trust me,

874
00:45:54,040 --> 00:45:56,600
Speaker 5: we're not really dancing around this. But what we can

875
00:45:56,640 --> 00:45:59,640
Speaker 5: say is Uh, and we can go go into depth

876
00:45:59,640 --> 00:46:05,480
Speaker 5: on this. Yeah, So if we sell every ticket, all

877
00:46:05,520 --> 00:46:08,439
Speaker 5: these premium tickets, included every one of the seventy seven

878
00:46:08,480 --> 00:46:18,000
Speaker 5: thousand that Dave was mentioning, we're still roughly twelve million

879
00:46:18,040 --> 00:46:21,160
Speaker 5: dollar loss in terms of that, And it's like, how

880
00:46:21,200 --> 00:46:23,480
Speaker 5: could that be possible? Well, it's like, that's the amount

881
00:46:23,480 --> 00:46:27,440
Speaker 5: of money we put into this show. Is it costs

882
00:46:27,480 --> 00:46:29,560
Speaker 5: so much to do what we're doing. So our model

883
00:46:29,600 --> 00:46:35,600
Speaker 5: is based on yes, selling in and making sure the

884
00:46:35,640 --> 00:46:37,960
Speaker 5: whole events sell that we have with these premium ticket prices,

885
00:46:37,960 --> 00:46:41,919
Speaker 5: which gets us to a box office which for forty

886
00:46:41,960 --> 00:46:44,799
Speaker 5: four thousand cap per day show, he is a higher

887
00:46:44,840 --> 00:46:48,640
Speaker 5: box office than other festivals typically run. But given how

888
00:46:48,719 --> 00:46:51,000
Speaker 5: much money we invest into all the experiences we just

889
00:46:51,040 --> 00:46:53,880
Speaker 5: talked about, if it wasn't for where we go with

890
00:46:53,920 --> 00:46:57,200
Speaker 5: food and beverage, and it wasn't for our sponsors, this

891
00:46:57,280 --> 00:47:01,200
Speaker 5: thing would still be upside down. So so in terms

892
00:47:01,200 --> 00:47:03,200
Speaker 5: of what percentage goes to artists, I go, Dave, do

893
00:47:03,239 --> 00:47:05,279
Speaker 5: you want to talk about artists? But I mean, yeah,

894
00:47:05,440 --> 00:47:07,080
Speaker 5: I feel like we've fit at the top of the market.

895
00:47:07,080 --> 00:47:08,960
Speaker 5: But everyone, everyone, everyone feels like that.

896
00:47:09,040 --> 00:47:11,520
Speaker 2: Yeah, it's a difficult market to be in because you know,

897
00:47:11,600 --> 00:47:15,839
Speaker 2: you've got you're dealing with with agencies that are really

898
00:47:15,920 --> 00:47:19,800
Speaker 2: using comps based on you know, arena plays and stadium plays,

899
00:47:20,440 --> 00:47:23,120
Speaker 2: and they're ignoring the fact that we're forty four thousand

900
00:47:23,239 --> 00:47:28,520
Speaker 2: cap versus eighty thousand or one twenty and you know,

901
00:47:28,560 --> 00:47:32,239
Speaker 2: without getting the specific match, we're probably looking at somewhere

902
00:47:32,560 --> 00:47:37,239
Speaker 2: around twenty percent of h if you look at the

903
00:47:37,239 --> 00:47:41,799
Speaker 2: total top line revenue, twenty percent of that would be

904
00:47:41,840 --> 00:47:44,160
Speaker 2: what it is we spend on.

905
00:47:43,960 --> 00:47:47,880
Speaker 7: Artists and Dave, you can also fill in the gaps

906
00:47:47,880 --> 00:47:51,600
Speaker 7: on that we're basically sandwich between Golden One and Sacramento,

907
00:47:52,200 --> 00:47:56,520
Speaker 7: SAP in San Jose, and Chase in San Francisco, notwithstanding

908
00:47:57,320 --> 00:48:01,000
Speaker 7: Outside Lands and Fox and all the Greek and all

909
00:48:01,040 --> 00:48:03,279
Speaker 7: the things. So your competitive market, like if people don't

910
00:48:03,320 --> 00:48:05,520
Speaker 7: know where NAPA is, we're kind of right in the

911
00:48:05,520 --> 00:48:09,120
Speaker 7: middle of, you know, a really major music market.

912
00:48:10,600 --> 00:48:15,399
Speaker 1: Okay, so we got a twelve million dollars shortfull tell

913
00:48:15,440 --> 00:48:16,680
Speaker 1: me about sponsorship.

914
00:48:18,080 --> 00:48:19,479
Speaker 3: Oh that's where I come in, Bob.

915
00:48:20,760 --> 00:48:24,080
Speaker 7: Well, I mean, there's a lot of different directions we

916
00:48:24,120 --> 00:48:27,160
Speaker 7: could take this conversation, but to Justin's point, we are

917
00:48:27,320 --> 00:48:32,960
Speaker 7: we are very dependent upon sponsorship revenue, and at.

918
00:48:32,800 --> 00:48:34,600
Speaker 3: The same time, we're very.

919
00:48:35,960 --> 00:48:40,040
Speaker 7: Cautious and careful and discipline about the type of sponsors

920
00:48:40,040 --> 00:48:44,000
Speaker 7: that we would bring into the festival. Because of this

921
00:48:44,200 --> 00:48:47,920
Speaker 7: whole brand promise, this whole brand identity that we talked about,

922
00:48:48,640 --> 00:48:52,280
Speaker 7: we feel like it's very important that we curate sponsors

923
00:48:52,360 --> 00:48:53,520
Speaker 7: as much as we curate the.

924
00:48:53,480 --> 00:48:55,120
Speaker 3: Food lineup and the wine lineup.

925
00:48:56,280 --> 00:48:58,719
Speaker 7: And that means sometimes we actually have to say no

926
00:48:59,160 --> 00:49:02,400
Speaker 7: to very lucrative sponsorship deals because it's just not the

927
00:49:02,480 --> 00:49:05,000
Speaker 7: right fit. And it's something you know, if you got

928
00:49:05,080 --> 00:49:08,440
Speaker 7: to know us, we fight tooth and nail about I'm

929
00:49:08,520 --> 00:49:10,960
Speaker 7: usually fighting for the sponsors, and Justin and Da were

930
00:49:11,000 --> 00:49:14,080
Speaker 7: fighting against them, and uh and and we always end

931
00:49:14,160 --> 00:49:16,120
Speaker 7: up in the middle somewhere in a good place. But

932
00:49:17,480 --> 00:49:20,279
Speaker 7: you know, we we definitely need our sponsors. We love

933
00:49:20,280 --> 00:49:22,520
Speaker 7: our sponsors. They actually add a ton of value to

934
00:49:22,600 --> 00:49:26,240
Speaker 7: the overall festival experience. We let them do certain things

935
00:49:26,480 --> 00:49:28,520
Speaker 7: that they may not get to do with other festivals.

936
00:49:28,520 --> 00:49:32,879
Speaker 7: But as long as there's guardrails and and and consistency

937
00:49:32,920 --> 00:49:36,839
Speaker 7: with what the overall experience for the festival is, you know,

938
00:49:37,200 --> 00:49:40,520
Speaker 7: the sponsor integrations are are something that's critical to the

939
00:49:40,640 --> 00:49:41,520
Speaker 7: experience overall.

940
00:49:42,040 --> 00:49:44,680
Speaker 1: Okay, if we got the twelve million dollars shortfall, how

941
00:49:44,760 --> 00:49:54,960
Speaker 1: much does sponsorship make up. Let's just stay close to that, close.

942
00:49:54,760 --> 00:49:56,200
Speaker 3: To that, Yeah, we kind of make it kind of.

943
00:49:57,680 --> 00:50:02,240
Speaker 1: Okay with sponsorship, you break even talking about the sponsors.

944
00:50:02,719 --> 00:50:06,200
Speaker 1: How many are local sponsors as opposed to national or

945
00:50:06,200 --> 00:50:08,200
Speaker 1: international sponsors.

946
00:50:09,280 --> 00:50:14,040
Speaker 7: Well, local, being Napa Valley, we have probably you know,

947
00:50:14,239 --> 00:50:18,280
Speaker 7: fifteen to twenty wineries that are all activating on site,

948
00:50:18,560 --> 00:50:23,160
Speaker 7: pouring their wines, providing you know, tastings and great local

949
00:50:23,239 --> 00:50:26,040
Speaker 7: Napa Valley experiences.

950
00:50:26,160 --> 00:50:28,120
Speaker 3: You know many I'll digress for a second.

951
00:50:28,280 --> 00:50:31,319
Speaker 7: Many of our wineries are in GA and they're in

952
00:50:31,400 --> 00:50:35,120
Speaker 7: these twenty x twenty tents that you've seen at every festival,

953
00:50:35,480 --> 00:50:38,920
Speaker 7: and they curate these beautiful lounges and these kind of

954
00:50:38,960 --> 00:50:43,240
Speaker 7: tasting rooms at Bottle Rock. That makes GA guests feel

955
00:50:43,280 --> 00:50:45,640
Speaker 7: like they're in a VIP experience that you wouldn't find

956
00:50:45,680 --> 00:50:48,120
Speaker 7: at any other festival in the world. I could I

957
00:50:48,120 --> 00:50:52,840
Speaker 7: could say that with confidence in terms of Bay Area sponsors.

958
00:50:52,840 --> 00:50:55,279
Speaker 7: That's something that's also been important to us, you know,

959
00:50:55,480 --> 00:51:00,640
Speaker 7: having Salesforce sponsor our Platinum lounge and our Platinum experience

960
00:51:01,000 --> 00:51:05,319
Speaker 7: and having Cisco Systems provide why fan facing Wi Fi

961
00:51:05,960 --> 00:51:10,680
Speaker 7: and and having you know, I'm a PayPal providing r

962
00:51:10,800 --> 00:51:14,520
Speaker 7: f I D risk band payments all Bay Area companies

963
00:51:14,880 --> 00:51:17,840
Speaker 7: has been has been something we've really tried to curate

964
00:51:18,280 --> 00:51:21,719
Speaker 7: UH and it's also been something that helped with our

965
00:51:21,760 --> 00:51:25,560
Speaker 7: suites program. I mentioned that earlier where these these regional

966
00:51:26,000 --> 00:51:28,360
Speaker 7: you know, Bay Area companies are are not only sponsoring

967
00:51:28,440 --> 00:51:31,120
Speaker 7: the festival, but they are also because they're so close

968
00:51:31,160 --> 00:51:34,959
Speaker 7: to NAPA, they're in Silicon Valley, Sacramento, San Francisco, they're

969
00:51:35,000 --> 00:51:37,840
Speaker 7: now bringing groups of people to part partake in the

970
00:51:38,000 --> 00:51:40,360
Speaker 7: UH in the suites program as well. So that's a

971
00:51:40,480 --> 00:51:43,640
Speaker 7: that's been that's been a hit for for us and

972
00:51:43,640 --> 00:51:45,719
Speaker 7: and them. And then you know, we have all the

973
00:51:45,719 --> 00:51:48,840
Speaker 7: beverage sponsors that you can imagine, from Mulsen Corp's brands

974
00:51:48,880 --> 00:51:52,640
Speaker 7: to Diagio brands such as you know, Kettle one and

975
00:51:52,640 --> 00:51:56,920
Speaker 7: and Don Julio, to Constellation brands such as Pacifico and

976
00:51:56,920 --> 00:52:01,520
Speaker 7: and and Modello. Log need Is is a great local

977
00:52:01,560 --> 00:52:04,840
Speaker 7: brewery that's national world They were acquired by Heineken, so

978
00:52:05,000 --> 00:52:09,120
Speaker 7: you know, worldwide distribution now. So UH we're you know,

979
00:52:09,239 --> 00:52:11,319
Speaker 7: we do a very good job. If I don't say

980
00:52:11,320 --> 00:52:14,560
Speaker 7: so myself, I'm I'm the head of that department of

981
00:52:14,600 --> 00:52:18,000
Speaker 7: bringing in sponsors and doing it the right way, if

982
00:52:18,040 --> 00:52:18,359
Speaker 7: you will.

983
00:52:19,200 --> 00:52:22,160
Speaker 1: Let's assume my tech company in Silicon Valley who has

984
00:52:22,200 --> 00:52:24,640
Speaker 1: not made a deal with you previously, what is your

985
00:52:24,680 --> 00:52:27,280
Speaker 1: pitch going to be to me? I have an unlimited budget.

986
00:52:27,320 --> 00:52:30,600
Speaker 1: It's just a matter whether I want to spend it. Well,

987
00:52:30,640 --> 00:52:33,120
Speaker 1: I mean, oh, go ahead, no, go ahead, day No.

988
00:52:33,400 --> 00:52:34,960
Speaker 2: I was just going to say, like I was just

989
00:52:35,000 --> 00:52:37,640
Speaker 2: thinking back to the pitch, like like Cooley Godward Right,

990
00:52:37,719 --> 00:52:40,680
Speaker 2: which is a sponsor of one of our suites and

991
00:52:40,800 --> 00:52:43,960
Speaker 2: actually has two suites every year at the festival, And

992
00:52:44,239 --> 00:52:46,960
Speaker 2: really what they were looking for is they wanted to

993
00:52:46,960 --> 00:52:48,920
Speaker 2: be able to engage with some of their best clients

994
00:52:49,200 --> 00:52:53,399
Speaker 2: and prospective future clients. And so instead of let's say,

995
00:52:53,440 --> 00:52:57,640
Speaker 2: going golfing with each client four times a year, which

996
00:52:57,760 --> 00:53:00,360
Speaker 2: you know can be a long time and maybe not

997
00:53:00,400 --> 00:53:04,719
Speaker 2: all that productive if you're a bad golfer, why not

998
00:53:04,960 --> 00:53:12,040
Speaker 2: bring those particular you know fewpo CEOs to the festival,

999
00:53:12,200 --> 00:53:16,560
Speaker 2: have them in your suite, interact with them for ten, fifteen,

1000
00:53:16,600 --> 00:53:19,160
Speaker 2: twenty minutes, but in the best way where you know

1001
00:53:19,360 --> 00:53:23,080
Speaker 2: they're able to see Dave Grohl sing at the same time.

1002
00:53:23,120 --> 00:53:27,120
Speaker 2: Hey maybe talk a little shop, maybe not. But what

1003
00:53:27,200 --> 00:53:32,080
Speaker 2: we found is that not only do the lawyers that

1004
00:53:32,200 --> 00:53:36,640
Speaker 2: work within that practice all fight to see who gets

1005
00:53:36,680 --> 00:53:39,200
Speaker 2: gets to go, but more importantly, they want to get

1006
00:53:39,239 --> 00:53:41,719
Speaker 2: in so that they can bring their own clientele to

1007
00:53:42,120 --> 00:53:43,680
Speaker 2: the event. So it's kind of it's win win for

1008
00:53:43,800 --> 00:53:46,439
Speaker 2: us because we love having them. They bring a great

1009
00:53:46,440 --> 00:53:48,760
Speaker 2: client talent, and so win for them because they're able

1010
00:53:49,080 --> 00:53:53,399
Speaker 2: to really entertain their important clients in a very unique way.

1011
00:53:54,239 --> 00:53:58,759
Speaker 1: Okay. Traditionally, in sponsorship in traditional venues, and there's been

1012
00:53:58,760 --> 00:54:02,759
Speaker 1: a long history, it's going up down. People want signage

1013
00:54:03,000 --> 00:54:07,000
Speaker 1: and access to what de we are those elements of

1014
00:54:07,040 --> 00:54:08,600
Speaker 1: sponsorship at Bottle Rock.

1015
00:54:12,400 --> 00:54:13,439
Speaker 3: Well, let's see here.

1016
00:54:13,800 --> 00:54:19,440
Speaker 7: Signage is something that we are very I guess we

1017
00:54:19,600 --> 00:54:22,640
Speaker 7: try to keep at a minimum. You know, there's lots

1018
00:54:22,680 --> 00:54:27,280
Speaker 7: of other sporting events or events that takes sponsorship that

1019
00:54:27,280 --> 00:54:32,879
Speaker 7: that let signage kind of go hey wire, if that's

1020
00:54:33,120 --> 00:54:36,839
Speaker 7: the right term. Bottle Rock we definitely, you know, work

1021
00:54:36,880 --> 00:54:39,680
Speaker 7: with our sponsors to make sure that they fit within

1022
00:54:39,719 --> 00:54:42,440
Speaker 7: the brand guidelines of the overall festival.

1023
00:54:42,920 --> 00:54:43,200
Speaker 4: Uh.

1024
00:54:43,239 --> 00:54:46,440
Speaker 3: And it's not just a logo slap everywhere.

1025
00:54:47,040 --> 00:54:50,640
Speaker 7: In fact, that's kind of a trend that's going you

1026
00:54:50,680 --> 00:54:53,439
Speaker 7: know away, like the logo slaps. No sponsors really looking

1027
00:54:53,480 --> 00:54:56,879
Speaker 7: for that anymore. They're really looking for through integration, how

1028
00:54:56,920 --> 00:54:59,960
Speaker 7: they can add value to the overall festival experience.

1029
00:55:00,000 --> 00:55:01,239
Speaker 3: It's in the fan experience.

1030
00:55:02,680 --> 00:55:02,880
Speaker 6: You know.

1031
00:55:03,000 --> 00:55:06,120
Speaker 7: We do things, we build things ourselves that that we

1032
00:55:06,239 --> 00:55:09,760
Speaker 7: allow sponsors to sponsor, such as like a silent disco,

1033
00:55:10,239 --> 00:55:13,439
Speaker 7: really fun activation. People are wearing headphones, uh and they're

1034
00:55:13,480 --> 00:55:15,799
Speaker 7: listening to a DJ, but nobody from the outside can

1035
00:55:15,840 --> 00:55:17,799
Speaker 7: hear what those those guests are listening to and they're

1036
00:55:17,800 --> 00:55:19,080
Speaker 7: all dancing and having a great time.

1037
00:55:19,640 --> 00:55:21,480
Speaker 3: So you know, that would be an example.

1038
00:55:21,480 --> 00:55:24,880
Speaker 7: We we do a club, an actual club, indoor club

1039
00:55:24,960 --> 00:55:28,520
Speaker 7: where we have DJs playing live sets, and you know,

1040
00:55:28,560 --> 00:55:32,719
Speaker 7: we'll put a sponsor integrated into the club and for

1041
00:55:33,000 --> 00:55:36,800
Speaker 7: drinks with that sponsor's you know, alcohol for example, and

1042
00:55:36,800 --> 00:55:39,640
Speaker 7: and it's kind of like the club takeover by a

1043
00:55:39,719 --> 00:55:43,080
Speaker 7: vodka company. We actually have a spa that we would

1044
00:55:43,120 --> 00:55:47,360
Speaker 7: allow a sponsor to you know, be the title sponsor

1045
00:55:47,400 --> 00:55:51,560
Speaker 7: of the spa, and usually that's ah, you know, some

1046
00:55:51,600 --> 00:55:56,719
Speaker 7: sort of makeup or uh spa related type sponsor that

1047
00:55:56,760 --> 00:56:00,160
Speaker 7: would take that opportunity down. But what they're not looking

1048
00:56:00,160 --> 00:56:01,640
Speaker 7: for is just to have their logos everywhere.

1049
00:56:01,680 --> 00:56:03,160
Speaker 3: They want to like be the.

1050
00:56:03,160 --> 00:56:05,680
Speaker 7: Name and title of an experience, and that's that's really

1051
00:56:05,760 --> 00:56:10,120
Speaker 7: what we've gotten good at selling. The second question is

1052
00:56:10,160 --> 00:56:15,000
Speaker 7: the access we You know, it depends on the fees.

1053
00:56:15,160 --> 00:56:17,799
Speaker 7: It depends on how many tickets they are looking for

1054
00:56:17,960 --> 00:56:22,640
Speaker 7: relative to the overall the overall sponsorship fee as well.

1055
00:56:22,120 --> 00:56:25,360
Speaker 7: Our VIP tickets sell out and every sponsor wants as

1056
00:56:25,400 --> 00:56:26,319
Speaker 7: many as they can get, and.

1057
00:56:26,280 --> 00:56:28,160
Speaker 3: We have to kind of play that tug war.

1058
00:56:29,000 --> 00:56:33,000
Speaker 1: Well, let me be more specific. Okay, Stevie Nicks is

1059
00:56:33,000 --> 00:56:35,520
Speaker 1: a headliner this year. If I'm a sponsor, can I

1060
00:56:35,560 --> 00:56:36,480
Speaker 1: meet Stevie Nicks?

1061
00:56:39,120 --> 00:56:41,920
Speaker 3: Unlikely? But there are some spots.

1062
00:56:41,960 --> 00:56:43,840
Speaker 7: There are some bands, and this is where Dave's world

1063
00:56:44,080 --> 00:56:47,040
Speaker 7: in mind collide. There are some bands artists that are

1064
00:56:47,080 --> 00:56:50,919
Speaker 7: willing to participate and do meet and greets, sometimes for

1065
00:56:50,960 --> 00:56:54,839
Speaker 7: an appearance fee, sometimes not. But you know, the higher

1066
00:56:54,920 --> 00:56:57,480
Speaker 7: up you go in the food chain of artists, as

1067
00:56:57,520 --> 00:57:00,520
Speaker 7: you probably know, it's harder to get there, get their attention.

1068
00:57:01,360 --> 00:57:02,000
Speaker 1: Well, what I.

1069
00:57:01,920 --> 00:57:04,920
Speaker 2: Would say is relative to access, one thing that we're

1070
00:57:04,960 --> 00:57:10,040
Speaker 2: really sticklers on and strict with is back of house access.

1071
00:57:10,320 --> 00:57:12,719
Speaker 2: So one thing that you'll notice when you come, Bob,

1072
00:57:12,840 --> 00:57:14,360
Speaker 2: is that the people that are back to the house

1073
00:57:14,360 --> 00:57:15,800
Speaker 2: for the most part of the people that should be

1074
00:57:15,840 --> 00:57:19,640
Speaker 2: back of house. And so whether you know you are

1075
00:57:19,680 --> 00:57:23,680
Speaker 2: a million dollar sponsor or a twenty thousand dollars sponsor,

1076
00:57:23,680 --> 00:57:26,880
Speaker 2: you're not going back to house. That that is for artists,

1077
00:57:27,000 --> 00:57:30,040
Speaker 2: that is for industry, and that is for staff.

1078
00:57:30,280 --> 00:57:31,640
Speaker 1: That the appropriate staff.

1079
00:57:33,840 --> 00:57:38,320
Speaker 2: As it relates to the meeting greets, really that is

1080
00:57:38,400 --> 00:57:41,520
Speaker 2: negotiated in the offer for the artists and they're basically

1081
00:57:41,560 --> 00:57:47,640
Speaker 2: four pieces that we negotiate relative to customer experiences with

1082
00:57:47,720 --> 00:57:50,880
Speaker 2: the artists as part of the offer process. And that

1083
00:57:50,880 --> 00:57:54,120
Speaker 2: that consists of the meet and greet. That consists of

1084
00:57:54,120 --> 00:57:58,800
Speaker 2: the v P performance. That that consists of the the

1085
00:57:58,880 --> 00:58:02,320
Speaker 2: GA jam Pad acoustic set, and then finally the culinary

1086
00:58:02,360 --> 00:58:05,360
Speaker 2: stage appearance. And so we start off with four with

1087
00:58:05,440 --> 00:58:09,480
Speaker 2: every artist, and sometimes we get all four and sometimes

1088
00:58:09,480 --> 00:58:13,880
Speaker 2: we get one, and sometimes we're in between. But that

1089
00:58:14,040 --> 00:58:18,720
Speaker 2: is part of the offer process. Okay, back to sponsorship.

1090
00:58:18,760 --> 00:58:21,760
Speaker 2: You say you turned people down. Why would someone be

1091
00:58:21,800 --> 00:58:22,320
Speaker 2: turned down?

1092
00:58:24,120 --> 00:58:27,360
Speaker 7: Well, you know, one example would be we had a

1093
00:58:27,440 --> 00:58:29,960
Speaker 7: sponsor a few years ago that was willing to spend

1094
00:58:30,000 --> 00:58:32,920
Speaker 7: a quarter of a million dollars with us, but they

1095
00:58:33,720 --> 00:58:37,080
Speaker 7: served there it was a drink sponsor. They were serving

1096
00:58:37,120 --> 00:58:42,240
Speaker 7: their their beverages in a plastic, single use container. We have,

1097
00:58:43,720 --> 00:58:48,600
Speaker 7: you know, kind of graduated or evolved our sustainability program

1098
00:58:48,920 --> 00:58:51,360
Speaker 7: to the extent that we have eliminated all single use

1099
00:58:51,560 --> 00:58:56,400
Speaker 7: plastic for example. So that would be diametrically opposed to

1100
00:58:56,440 --> 00:58:59,640
Speaker 7: what we were, what we would hold as a value

1101
00:58:59,720 --> 00:59:02,280
Speaker 7: into terms of our sustainability program, and we had to

1102
00:59:02,280 --> 00:59:05,080
Speaker 7: say sorry, no, thank you if you can't put that

1103
00:59:05,120 --> 00:59:09,000
Speaker 7: in an aluminum camp. At the same time, you have

1104
00:59:09,200 --> 00:59:14,120
Speaker 7: sponsors that you know, might be a consumer package goods

1105
00:59:14,720 --> 00:59:19,760
Speaker 7: company or a you know, a Hamburger chain or something

1106
00:59:19,840 --> 00:59:25,000
Speaker 7: like that, that would just be completely opposite of jokingly

1107
00:59:25,040 --> 00:59:29,160
Speaker 7: self deprecatingly like bougie Napa cuisine, right, we we would

1108
00:59:29,160 --> 00:59:32,400
Speaker 7: never have a Hamburger chain as a as a food

1109
00:59:32,480 --> 00:59:35,960
Speaker 7: vendor at Bottle Rock because we have a vision and

1110
00:59:36,200 --> 00:59:38,720
Speaker 7: discipline as to what this thing is and what it's

1111
00:59:38,800 --> 00:59:42,960
Speaker 7: not and and for for I think, for better we

1112
00:59:42,960 --> 00:59:45,280
Speaker 7: we would have to say no to something like that.

1113
00:59:46,360 --> 00:59:47,720
Speaker 3: Okay, on that.

1114
00:59:47,920 --> 00:59:49,919
Speaker 4: I guess, just on that note, just think of where

1115
00:59:49,920 --> 00:59:50,920
Speaker 4: we we.

1116
00:59:50,960 --> 00:59:54,040
Speaker 5: Have all these debates all the time, especially when it

1117
00:59:54,040 --> 00:59:57,600
Speaker 5: comes to turning away really big checks and just thinking

1118
00:59:57,600 --> 00:59:59,760
Speaker 5: of some of the biggest dollerments we've turned around. It's

1119
00:59:59,800 --> 01:00:02,800
Speaker 5: where you have a sponsor and they're used to a

1120
01:00:02,840 --> 01:00:06,000
Speaker 5: certain activation at another festival, like here's what we do

1121
01:00:06,120 --> 01:00:08,400
Speaker 5: at so and so, and we want to bring that

1122
01:00:08,480 --> 01:00:12,640
Speaker 5: activation to Battle Rock, and then we say that's not

1123
01:00:12,680 --> 01:00:14,720
Speaker 5: going to work, right because let's say it was we

1124
01:00:14,760 --> 01:00:18,120
Speaker 5: wanted to do a VIP takeover and we're going to

1125
01:00:18,200 --> 01:00:22,120
Speaker 5: make this the blah blah blah brand VIP experience, and

1126
01:00:22,120 --> 01:00:23,720
Speaker 5: then we say no, I said, well, what if we

1127
01:00:24,320 --> 01:00:27,320
Speaker 5: made it a huge check that you couldn't turn down

1128
01:00:28,240 --> 01:00:31,840
Speaker 5: For the long term brand and the image of what

1129
01:00:31,840 --> 01:00:34,360
Speaker 5: we're trying to do in the experience, we shouldn't take

1130
01:00:34,400 --> 01:00:37,640
Speaker 5: that seven figure check right now. We should actually stick

1131
01:00:38,440 --> 01:00:40,280
Speaker 5: to what the cost going back, like what does the

1132
01:00:40,320 --> 01:00:41,520
Speaker 5: customer really want here?

1133
01:00:42,040 --> 01:00:42,240
Speaker 8: Right?

1134
01:00:42,320 --> 01:00:45,760
Speaker 5: So there's been a lot of battles and just mentioned

1135
01:00:45,760 --> 01:00:48,040
Speaker 5: that over time, and it's tough to turn down.

1136
01:00:47,960 --> 01:00:50,160
Speaker 4: Huge dollar amounts, but it's always.

1137
01:00:49,880 --> 01:00:52,520
Speaker 5: With the long term view to think of like, how

1138
01:00:52,640 --> 01:00:55,400
Speaker 5: is this thing going to be special ten years from now?

1139
01:00:55,840 --> 01:00:56,880
Speaker 4: How do we not screw it up.

1140
01:00:57,760 --> 01:01:01,600
Speaker 3: And at the same time, Justin the sponsor, beget other sponsors.

1141
01:01:01,640 --> 01:01:05,160
Speaker 3: This is something you always say, right like, if you have.

1142
01:01:05,360 --> 01:01:08,560
Speaker 7: Rolex as a sponsor and you're trying to get other

1143
01:01:08,600 --> 01:01:11,800
Speaker 7: brands like Rolex, you better you better stay true to

1144
01:01:11,840 --> 01:01:14,840
Speaker 7: that because if you if you go to a different

1145
01:01:15,200 --> 01:01:19,080
Speaker 7: lower level watch brand, Uh, Rolex might go away real

1146
01:01:19,160 --> 01:01:21,520
Speaker 7: quick because they see, oh, that's not who I want

1147
01:01:21,560 --> 01:01:22,800
Speaker 7: to be associated with.

1148
01:01:22,840 --> 01:01:25,520
Speaker 3: And that's you know, you say it better than I do.

1149
01:01:25,600 --> 01:01:28,640
Speaker 7: But that's that's definitely been another thought as to how

1150
01:01:28,680 --> 01:01:31,240
Speaker 7: we think about these sponsors.

1151
01:01:32,280 --> 01:01:35,640
Speaker 2: I remember when we win when we turned down a

1152
01:01:35,680 --> 01:01:38,560
Speaker 2: half million dollars because we wouldn't put a car in

1153
01:01:38,600 --> 01:01:41,760
Speaker 2: the middle of our VIP food court or adjacent to it.

1154
01:01:42,840 --> 01:01:44,400
Speaker 2: And after this a little bit of a debate because

1155
01:01:44,440 --> 01:01:47,080
Speaker 2: it was a great car brand, so one could argue

1156
01:01:47,080 --> 01:01:49,000
Speaker 2: that that brand was in line with the customer it

1157
01:01:49,080 --> 01:01:52,080
Speaker 2: was going to be in in the VIP area, but

1158
01:01:52,480 --> 01:01:55,240
Speaker 2: still it was a car in that area and we

1159
01:01:55,320 --> 01:01:55,880
Speaker 2: turned it down.

1160
01:02:00,040 --> 01:02:06,120
Speaker 1: Yeah, Okay, sponsorship brings you to even what are the

1161
01:02:06,160 --> 01:02:07,320
Speaker 1: other revenue streams?

1162
01:02:08,480 --> 01:02:09,400
Speaker 3: Justin's our CFO.

1163
01:02:09,600 --> 01:02:13,040
Speaker 4: Go ahead, We're gonna all touch on food. Yeah, yeah, no,

1164
01:02:13,240 --> 01:02:16,120
Speaker 4: it's like touch on the food. I mean, the food in.

1165
01:02:16,600 --> 01:02:20,840
Speaker 5: One world is big in Northern California and the Bay Area,

1166
01:02:20,880 --> 01:02:22,840
Speaker 5: so we we try to go all in on that,

1167
01:02:23,000 --> 01:02:27,240
Speaker 5: like we've all mentioned. So that's a that's an important

1168
01:02:27,240 --> 01:02:29,440
Speaker 5: part of the economics as well, which I know is

1169
01:02:29,480 --> 01:02:30,560
Speaker 5: the question you're asking.

1170
01:02:31,160 --> 01:02:34,720
Speaker 4: So we do have a very high per cap on.

1171
01:02:34,640 --> 01:02:38,040
Speaker 5: Our food and beverage spend as measured against you know,

1172
01:02:38,200 --> 01:02:42,320
Speaker 5: pretty much everybody we can pace ourselves against, and which

1173
01:02:42,320 --> 01:02:44,240
Speaker 5: includes you know, we try to look at events outside

1174
01:02:44,280 --> 01:02:46,680
Speaker 5: of the music business as well, golf tournaments and you know,

1175
01:02:47,360 --> 01:02:50,320
Speaker 5: the US Open Masters, you know, it's at a Kentucky Derby.

1176
01:02:50,360 --> 01:02:52,360
Speaker 4: You know, we're trying to understand.

1177
01:02:52,120 --> 01:02:55,880
Speaker 5: Per caps at all events and what people do to uh,

1178
01:02:56,320 --> 01:02:58,640
Speaker 5: you know, essentially give that high end customer what they're

1179
01:02:58,680 --> 01:03:02,280
Speaker 5: looking for. So it's a big food and beverage program.

1180
01:03:02,320 --> 01:03:03,480
Speaker 5: It's really complicated.

1181
01:03:03,600 --> 01:03:03,960
Speaker 4: We do.

1182
01:03:05,480 --> 01:03:10,080
Speaker 5: I believe it's like ninety five different wines by the

1183
01:03:10,120 --> 01:03:13,720
Speaker 5: glass throughout the festiv which just sounds stupid if you

1184
01:03:13,840 --> 01:03:14,880
Speaker 5: run a restaurant.

1185
01:03:14,480 --> 01:03:16,280
Speaker 6: Here, like you guys are crazy, what are they thinking?

1186
01:03:17,240 --> 01:03:19,520
Speaker 5: Because it's it's complicated to run it that way, But

1187
01:03:19,960 --> 01:03:22,280
Speaker 5: it goes back to like, hey, if you're a customer,

1188
01:03:22,320 --> 01:03:24,120
Speaker 5: what would you what would you want? You know, you'd

1189
01:03:24,120 --> 01:03:27,880
Speaker 5: want more variety, more choices everywhere you went. So our

1190
01:03:27,960 --> 01:03:31,520
Speaker 5: concessionaire at times that we've partnered with, we've partnered with

1191
01:03:31,640 --> 01:03:33,400
Speaker 5: a couple of them over the years, but they all

1192
01:03:33,400 --> 01:03:35,200
Speaker 5: think we're crazy and it's really inefficient.

1193
01:03:35,280 --> 01:03:36,000
Speaker 4: What do you guys think?

1194
01:03:36,040 --> 01:03:38,640
Speaker 5: And you know, offering that many different food options and

1195
01:03:38,680 --> 01:03:40,240
Speaker 5: why are you making this so complicated?

1196
01:03:40,720 --> 01:03:42,400
Speaker 4: But it's resulted in, like I.

1197
01:03:42,320 --> 01:03:44,840
Speaker 5: Said, what we hear are the highest you know, food

1198
01:03:44,840 --> 01:03:47,760
Speaker 5: and beverage per caps of anyone in the country. And

1199
01:03:47,840 --> 01:03:50,800
Speaker 5: so it still goes back to like we're trying to

1200
01:03:50,840 --> 01:03:53,520
Speaker 5: just give a customer what a customer wants, and a

1201
01:03:53,560 --> 01:03:57,280
Speaker 5: lot of times that's really good quality and a lot

1202
01:03:57,320 --> 01:03:57,800
Speaker 5: of variety.

1203
01:03:58,880 --> 01:04:01,200
Speaker 1: So other than food and bevery any other revenue.

1204
01:04:00,840 --> 01:04:04,280
Speaker 4: Streams merch merch.

1205
01:04:05,120 --> 01:04:06,000
Speaker 1: How about parking?

1206
01:04:07,960 --> 01:04:10,040
Speaker 5: Parking is a loss and all the day talk on

1207
01:04:10,120 --> 01:04:12,280
Speaker 5: merch if you have any merch questions on it, But

1208
01:04:12,480 --> 01:04:15,520
Speaker 5: parking is But we don't own any parking lots, right,

1209
01:04:15,600 --> 01:04:17,640
Speaker 5: So you're at a you know, stadium or arena and

1210
01:04:17,640 --> 01:04:19,320
Speaker 5: it's got a big paid parking lot and you can

1211
01:04:19,400 --> 01:04:20,080
Speaker 5: monetize that.

1212
01:04:20,160 --> 01:04:22,000
Speaker 4: And in our case, we don't have any party.

1213
01:04:21,840 --> 01:04:25,840
Speaker 5: So we're out privately renting lots to try to put

1214
01:04:25,880 --> 01:04:28,840
Speaker 5: on sale and then try to staff that, and had

1215
01:04:28,920 --> 01:04:32,040
Speaker 5: lighting in our bathrooms and you know, the highway signs

1216
01:04:32,080 --> 01:04:34,760
Speaker 5: and all the things that takes to run a parking operation.

1217
01:04:34,920 --> 01:04:37,920
Speaker 5: So parking is a is a loss a loss leader.

1218
01:04:38,000 --> 01:04:40,760
Speaker 5: It's something to provide to make sure customers can get close,

1219
01:04:41,400 --> 01:04:44,960
Speaker 5: but it's definitely not a money maker for us.

1220
01:04:45,400 --> 01:04:47,000
Speaker 1: Okay, Dave, you're going to talk about merch.

1221
01:04:48,160 --> 01:04:51,200
Speaker 2: Oh, all that I would say about merch is that

1222
01:04:51,400 --> 01:04:57,880
Speaker 2: we do very well, and we we do not the

1223
01:04:57,920 --> 01:05:03,480
Speaker 2: merch design, the merch look, the merch cut is is custom.

1224
01:05:03,720 --> 01:05:07,800
Speaker 2: Every single year, the product costs us a lot more

1225
01:05:08,280 --> 01:05:10,840
Speaker 2: than what we would like to spend, but every year

1226
01:05:10,960 --> 01:05:12,920
Speaker 2: we choose to go down the path of going for

1227
01:05:13,000 --> 01:05:18,000
Speaker 2: these these custom cuts. The kind of the opposite of

1228
01:05:18,040 --> 01:05:21,560
Speaker 2: what you would consider to be like a barrel cut shirt,

1229
01:05:22,400 --> 01:05:24,120
Speaker 2: more of a We always liken it to kind of

1230
01:05:24,160 --> 01:05:25,840
Speaker 2: if you go to Barbados and you look at the

1231
01:05:25,840 --> 01:05:28,760
Speaker 2: way in which the seams are are are sewed and

1232
01:05:28,920 --> 01:05:34,560
Speaker 2: the fit actually exists, and how long this shirt is

1233
01:05:34,600 --> 01:05:38,479
Speaker 2: relative to your waistline. We take all of that into

1234
01:05:38,480 --> 01:05:42,040
Speaker 2: consideration that was standing the you know, the quality of

1235
01:05:42,200 --> 01:05:45,200
Speaker 2: the product itself. And then we go through extensive designed

1236
01:05:46,240 --> 01:05:50,520
Speaker 2: duration and and go out and with surveys to figure

1237
01:05:50,560 --> 01:05:54,920
Speaker 2: out what what concepts and creative concepts are actually resonating

1238
01:05:54,960 --> 01:06:00,040
Speaker 2: each year before we even go into print. And and

1239
01:06:00,080 --> 01:06:04,000
Speaker 2: so we blow out a merch every year, and every

1240
01:06:04,080 --> 01:06:08,000
Speaker 2: year we increase it five ten percent terms of inventory numbers,

1241
01:06:08,000 --> 01:06:11,320
Speaker 2: and it just it just keeps going and go. So

1242
01:06:11,440 --> 01:06:13,760
Speaker 2: it is a it is a meaningful number for us.

1243
01:06:14,840 --> 01:06:16,920
Speaker 1: And is there any other income that we haven't covered?

1244
01:06:19,760 --> 01:06:24,720
Speaker 5: Lockers and hilarious, Yeah there is small stuff, yeah, super

1245
01:06:24,760 --> 01:06:25,440
Speaker 5: small stuff.

1246
01:06:25,480 --> 01:06:27,000
Speaker 3: Lockers and yeah.

1247
01:06:28,040 --> 01:06:30,640
Speaker 1: Oh okay, okay, let's go back to the beginning. You

1248
01:06:30,680 --> 01:06:33,720
Speaker 1: guys were not in this business. You grew up together.

1249
01:06:34,240 --> 01:06:37,360
Speaker 1: I want to hear what you guys did before you

1250
01:06:37,640 --> 01:06:42,120
Speaker 1: entered this business. So let's start off with you, Jason,

1251
01:06:42,160 --> 01:06:44,560
Speaker 1: what were you doing before you were involved in bottling?

1252
01:06:46,840 --> 01:06:52,640
Speaker 7: Well, let's see, I was involved early on. My first

1253
01:06:52,640 --> 01:06:56,240
Speaker 7: career was as Dave's lackey. He hired me out of

1254
01:06:56,280 --> 01:07:01,800
Speaker 7: college as his sales manager or dot com startup in

1255
01:07:01,840 --> 01:07:07,040
Speaker 7: the in the automotive internet advertising space, and you know,

1256
01:07:07,120 --> 01:07:10,400
Speaker 7: kind of did that for a few years. Dave and

1257
01:07:10,440 --> 01:07:13,360
Speaker 7: I went our separate ways, and I ended up kind

1258
01:07:13,360 --> 01:07:15,960
Speaker 7: of parlaying my experience in that space and created my

1259
01:07:16,000 --> 01:07:20,840
Speaker 7: own online ad sales rep firm within the automotive vertical,

1260
01:07:21,200 --> 01:07:25,080
Speaker 7: so selling ads to you know, Forard in GM in

1261
01:07:25,160 --> 01:07:29,280
Speaker 7: Detroit and LA and Honda in La or Toya and

1262
01:07:29,680 --> 01:07:33,920
Speaker 7: Honda in La. Long story short, had this firm for

1263
01:07:34,840 --> 01:07:38,080
Speaker 7: nine ten years and was lucky enough to have an exit.

1264
01:07:38,200 --> 01:07:41,400
Speaker 7: Sold sold the company to the publishers of Car and

1265
01:07:41,480 --> 01:07:46,200
Speaker 7: Driver and roadent Track magazine who didn't have much in

1266
01:07:46,200 --> 01:07:48,680
Speaker 7: the way of a rep firm in the in the

1267
01:07:48,720 --> 01:07:52,000
Speaker 7: digital advertising space, so they needed something like what me

1268
01:07:52,080 --> 01:07:56,400
Speaker 7: and my business partner created and fortunately was able to

1269
01:07:56,440 --> 01:07:59,600
Speaker 7: exit that and believe it or not, moved to that

1270
01:07:59,760 --> 01:08:03,760
Speaker 7: back to Napa from San Francisco, got married and was

1271
01:08:03,800 --> 01:08:07,320
Speaker 7: taking a little time off working on my handicap with.

1272
01:08:07,360 --> 01:08:08,640
Speaker 3: Golf not so well.

1273
01:08:09,160 --> 01:08:13,000
Speaker 7: And while I was back in Napa is when Bottle

1274
01:08:13,080 --> 01:08:15,400
Speaker 7: Rock one point zero happened. And we'll get into that

1275
01:08:15,440 --> 01:08:18,200
Speaker 7: in a second, But so I heard about bottle Rock

1276
01:08:18,240 --> 01:08:21,320
Speaker 7: one point Oh, I knew the guys that started it,

1277
01:08:21,400 --> 01:08:23,720
Speaker 7: and I threw my hat in the ring and said, hey,

1278
01:08:23,760 --> 01:08:24,759
Speaker 7: that sounds really interesting.

1279
01:08:24,800 --> 01:08:26,439
Speaker 3: I'm not working right now. Let me see if I

1280
01:08:26,479 --> 01:08:27,120
Speaker 3: can help you guys.

1281
01:08:27,160 --> 01:08:29,960
Speaker 7: So I'll leave a cliffhanger and we'll get back to

1282
01:08:29,960 --> 01:08:33,280
Speaker 7: that and let Dave and Justin answer the question.

1283
01:08:33,600 --> 01:08:36,200
Speaker 1: Okay, since you work with Dave. Dave, what were you

1284
01:08:36,280 --> 01:08:37,160
Speaker 1: doing before Bottle?

1285
01:08:38,880 --> 01:08:44,240
Speaker 2: I had a software development company with a little venture

1286
01:08:45,400 --> 01:08:46,439
Speaker 2: capital arm to it.

1287
01:08:46,640 --> 01:08:48,000
Speaker 1: We focused on.

1288
01:08:50,000 --> 01:08:55,400
Speaker 2: Startups, building kind of high end back end technology for them.

1289
01:08:55,600 --> 01:08:59,320
Speaker 2: Jason's Company, interestingly enough, was one of our first clients

1290
01:08:59,840 --> 01:09:05,240
Speaker 2: and our company, that company, which I sold thirteen years later,

1291
01:09:05,360 --> 01:09:09,320
Speaker 2: I think is still working for Jason's company. Building At

1292
01:09:09,360 --> 01:09:12,200
Speaker 2: the time, I think we were focused on configuration technology

1293
01:09:12,280 --> 01:09:14,560
Speaker 2: so they you know, if you ever go to research.

1294
01:09:14,200 --> 01:09:16,920
Speaker 1: A car online and to drop down make model trim.

1295
01:09:17,720 --> 01:09:19,920
Speaker 2: We would make that kind of disparate data that was

1296
01:09:19,960 --> 01:09:23,439
Speaker 2: out there into a configurator and allow people to easily

1297
01:09:23,680 --> 01:09:26,840
Speaker 2: build and research cars. We built that for Jason and

1298
01:09:26,880 --> 01:09:29,519
Speaker 2: his company, and we did that for many other companies.

1299
01:09:31,000 --> 01:09:34,639
Speaker 2: And yeah, and if we saw a company doing well,

1300
01:09:34,800 --> 01:09:36,479
Speaker 2: we would do some work for equity or maybe throw

1301
01:09:36,520 --> 01:09:38,599
Speaker 2: the twenty five too hundred grand at a good valuation

1302
01:09:39,320 --> 01:09:44,280
Speaker 2: and roll the Dice, and I was selling that company

1303
01:09:45,600 --> 01:09:49,879
Speaker 2: at the time that Bottle Rock one point zero was happening.

1304
01:09:49,920 --> 01:09:54,840
Speaker 2: My wife and I attended and will as Jason said,

1305
01:09:55,120 --> 01:09:59,880
Speaker 2: leave that cliffhanger there for another part of the conversation, Okay.

1306
01:09:59,720 --> 01:10:00,120
Speaker 4: Justin.

1307
01:10:01,439 --> 01:10:01,719
Speaker 2: Sure.

1308
01:10:01,840 --> 01:10:03,519
Speaker 8: Yeah, I.

1309
01:10:03,080 --> 01:10:06,559
Speaker 5: Ended up uh out of a business school. I ended

1310
01:10:06,640 --> 01:10:09,160
Speaker 5: up going to work for IBM. You know, it was

1311
01:10:09,200 --> 01:10:12,000
Speaker 5: at the time. It was an interesting time in the

1312
01:10:12,000 --> 01:10:15,120
Speaker 5: IBM world, and you know, kind of early was now

1313
01:10:15,160 --> 01:10:18,439
Speaker 5: called AI but there and the computer learning and what

1314
01:10:18,520 --> 01:10:22,680
Speaker 5: they called the Watson, the Watson Project. And so I

1315
01:10:23,120 --> 01:10:26,120
Speaker 5: left there and ended up in Orange County and then

1316
01:10:26,160 --> 01:10:31,280
Speaker 5: in Portland, Oregon. And then I left IBM and the

1317
01:10:31,360 --> 01:10:33,360
Speaker 5: sort of like a business job at IBM. I wasn't

1318
01:10:33,400 --> 01:10:35,559
Speaker 5: on the technical side. I was on the on the

1319
01:10:35,600 --> 01:10:39,000
Speaker 5: business consulting side of it, and uh and left for

1320
01:10:39,000 --> 01:10:41,880
Speaker 5: a startup in San Francisco. And so I moved to

1321
01:10:41,920 --> 01:10:45,599
Speaker 5: San Francisco and and did that world.

1322
01:10:45,439 --> 01:10:45,800
Speaker 6: For a while.

1323
01:10:45,800 --> 01:10:48,439
Speaker 5: It was a company called Breakaway Solutions actually based out

1324
01:10:48,479 --> 01:10:52,680
Speaker 5: of Boston, but we were in a technology development at

1325
01:10:52,720 --> 01:10:56,360
Speaker 5: the time in the dot com boom era. Stayed in

1326
01:10:56,400 --> 01:11:00,400
Speaker 5: San Francisco, got married, ended up moving back with idea

1327
01:11:01,320 --> 01:11:03,160
Speaker 5: I moved to Dallas and then New York City.

1328
01:11:03,200 --> 01:11:06,839
Speaker 4: And from New York I I.

1329
01:11:06,200 --> 01:11:08,200
Speaker 5: Traveled all around the world and had a big team

1330
01:11:08,240 --> 01:11:11,000
Speaker 5: in India and do a lot of work in Europe

1331
01:11:11,560 --> 01:11:14,080
Speaker 5: and such. And I focused a lot on the retail segment,

1332
01:11:14,600 --> 01:11:16,679
Speaker 5: which at the time was like, you know, deep into

1333
01:11:16,800 --> 01:11:20,040
Speaker 5: retail and kind of retail strategies and a lot about

1334
01:11:20,200 --> 01:11:23,880
Speaker 5: like what what what Why would I Why would a

1335
01:11:23,920 --> 01:11:28,080
Speaker 5: retail store in the same place that it was yesterday?

1336
01:11:28,160 --> 01:11:30,559
Speaker 5: But if you redesigned the look and feel of it,

1337
01:11:30,600 --> 01:11:32,639
Speaker 5: why did why did the sales go out?

1338
01:11:33,640 --> 01:11:35,320
Speaker 4: You know, it's like it's the same product at the

1339
01:11:35,320 --> 01:11:37,960
Speaker 4: same price in the same location, but you change the experience.

1340
01:11:38,000 --> 01:11:40,600
Speaker 4: So I didn't have any real formal experience into what

1341
01:11:40,720 --> 01:11:43,360
Speaker 4: translated into Bottle Rock later. But when I look.

1342
01:11:43,280 --> 01:11:44,920
Speaker 6: Back on it, it was like, hey, a lot of.

1343
01:11:44,840 --> 01:11:47,680
Speaker 5: That stuff that that I did for years out of

1344
01:11:47,680 --> 01:11:50,320
Speaker 5: New York really resonated with a future later.

1345
01:11:50,479 --> 01:11:53,759
Speaker 4: So right now, to get back to Napa.

1346
01:11:53,920 --> 01:11:55,559
Speaker 5: As you heard from the other two guys who all

1347
01:11:55,560 --> 01:11:58,080
Speaker 5: grew up in Napa, and the other two guys ended.

1348
01:11:57,920 --> 01:11:58,719
Speaker 6: Up back in Napa.

1349
01:11:59,880 --> 01:12:03,360
Speaker 5: I ended up having a chance to partner with a

1350
01:12:03,400 --> 01:12:07,040
Speaker 5: family who had started a luxury wine brand in Napa.

1351
01:12:07,040 --> 01:12:09,160
Speaker 5: I had amazing vineyard land, just.

1352
01:12:09,040 --> 01:12:11,200
Speaker 6: Got done building a winery, had put a.

1353
01:12:11,200 --> 01:12:14,040
Speaker 5: Lot of years of work into getting that thing rolling,

1354
01:12:14,080 --> 01:12:16,840
Speaker 5: and they were looking for a president to come, you know,

1355
01:12:17,040 --> 01:12:19,880
Speaker 5: partner with them on where the future would would go.

1356
01:12:20,200 --> 01:12:23,479
Speaker 5: And as random as it seemed, would me be in

1357
01:12:23,560 --> 01:12:25,719
Speaker 5: the kind of the New York and kind of global,

1358
01:12:26,160 --> 01:12:29,360
Speaker 5: you know business scene. To jump off that track and

1359
01:12:29,960 --> 01:12:32,360
Speaker 5: move to run a winery in Napa took a lot

1360
01:12:32,360 --> 01:12:34,920
Speaker 5: of people by surprise, but it was something I had

1361
01:12:34,960 --> 01:12:38,280
Speaker 5: a huge passion for. On the on the personal side,

1362
01:12:38,320 --> 01:12:40,720
Speaker 5: my family had a very small winery growing up, so

1363
01:12:40,760 --> 01:12:45,160
Speaker 5: I understood that business enough to want it to dive

1364
01:12:45,240 --> 01:12:48,720
Speaker 5: into it like a new entrepreneurial ventures, at least from

1365
01:12:48,720 --> 01:12:49,760
Speaker 5: my perspective.

1366
01:12:49,800 --> 01:12:52,400
Speaker 4: That's that's what it was a chance to do something really.

1367
01:12:52,240 --> 01:12:55,680
Speaker 5: Cool, be back home, be back in Napa, raise my

1368
01:12:55,760 --> 01:13:00,479
Speaker 5: kids back in Napa Valley. So that happened, and then

1369
01:13:01,000 --> 01:13:05,840
Speaker 5: three years later that wine brand went from where it

1370
01:13:06,040 --> 01:13:07,519
Speaker 5: was at the time, and I told you it was

1371
01:13:07,920 --> 01:13:09,920
Speaker 5: set up for success, but it ended up being a

1372
01:13:10,000 --> 01:13:12,000
Speaker 5: sold out wine brand and not have to say there

1373
01:13:12,040 --> 01:13:13,320
Speaker 5: was nothing to do there anymore.

1374
01:13:13,400 --> 01:13:15,840
Speaker 4: But I found it like a little low to stay.

1375
01:13:15,840 --> 01:13:16,840
Speaker 6: Wait a minute here, we.

1376
01:13:16,920 --> 01:13:18,639
Speaker 5: Either got to buy more than new Land, we got

1377
01:13:18,680 --> 01:13:22,040
Speaker 5: to release new wines. And then at that point, this

1378
01:13:22,120 --> 01:13:25,400
Speaker 5: little rock thing came along and Jason and Dave were

1379
01:13:25,400 --> 01:13:28,240
Speaker 5: sniffing around at it, and I kind of leave the

1380
01:13:28,280 --> 01:13:29,280
Speaker 5: same cliffhanger lated.

1381
01:13:29,479 --> 01:13:32,960
Speaker 4: And so in terms of how we transitioned from our

1382
01:13:33,000 --> 01:13:35,240
Speaker 4: old career to what we're doing now.

1383
01:13:35,880 --> 01:13:39,040
Speaker 1: Okay, Jason, tell us about a bottle rock one point

1384
01:13:39,160 --> 01:13:41,120
Speaker 1: zero and how you guys ultimately get involved.

1385
01:13:42,960 --> 01:13:45,280
Speaker 3: Well, let's see. Yeah, like I said, it kind of

1386
01:13:45,320 --> 01:13:48,479
Speaker 3: came out of the blue for everybody, even in the industry.

1387
01:13:48,720 --> 01:13:52,840
Speaker 7: If I recall, you know, these kind of guy upstarts

1388
01:13:52,880 --> 01:13:59,080
Speaker 7: and NAPAs started. It cobbled a team together use the

1389
01:13:59,120 --> 01:14:03,280
Speaker 7: Expo and Downtown Apple we've already referred to. And you

1390
01:14:03,320 --> 01:14:06,600
Speaker 7: know I got involved literally as an unpaid volunteer.

1391
01:14:06,840 --> 01:14:08,920
Speaker 3: I just said, let me help you guys. This sounds great.

1392
01:14:08,960 --> 01:14:10,880
Speaker 3: I just want a bigger seat at the table next year.

1393
01:14:11,439 --> 01:14:13,800
Speaker 7: And you know, these guys ended up getting in some

1394
01:14:14,720 --> 01:14:18,080
Speaker 7: serious financial trouble, weren't able to pay some of their

1395
01:14:18,760 --> 01:14:22,320
Speaker 7: some of their debts to artists and union and the

1396
01:14:22,320 --> 01:14:25,760
Speaker 7: city and so forth, and That's when I got a

1397
01:14:25,760 --> 01:14:28,320
Speaker 7: little bit more involved, thinking, Wow, this thing was such

1398
01:14:28,320 --> 01:14:31,200
Speaker 7: a front end consumer success.

1399
01:14:31,400 --> 01:14:31,559
Speaker 1: Right.

1400
01:14:31,680 --> 01:14:34,559
Speaker 7: Like Dave said, he went justin when everyone left the festival,

1401
01:14:34,600 --> 01:14:36,840
Speaker 7: going wow, that was an amazing experience that first of

1402
01:14:36,880 --> 01:14:39,800
Speaker 7: It's kind of downtown Napa, and they had a great

1403
01:14:39,840 --> 01:14:41,880
Speaker 7: lineup and so forth and so on.

1404
01:14:42,000 --> 01:14:43,760
Speaker 3: So I'm thinking this is a home run.

1405
01:14:43,840 --> 01:14:45,760
Speaker 7: I just I need to help bridge these guys to

1406
01:14:46,280 --> 01:14:49,600
Speaker 7: get him to the next festival. And you know, it

1407
01:14:49,640 --> 01:14:53,360
Speaker 7: was probably the best worst investment I ever made, Let's

1408
01:14:53,360 --> 01:14:55,160
Speaker 7: put it that way. I gave him some money and

1409
01:14:55,439 --> 01:14:58,920
Speaker 7: got myself married with these guys, and there was no

1410
01:14:59,040 --> 01:15:02,160
Speaker 7: saving it from from their perspective. And and that's when

1411
01:15:02,240 --> 01:15:05,200
Speaker 7: Dave and Justin and I kind of jumped in and said.

1412
01:15:05,000 --> 01:15:08,120
Speaker 3: Hey, we're all entrepreneurs. We all live in Napa.

1413
01:15:08,240 --> 01:15:10,920
Speaker 7: We love the we love what Bottle Rocks stood for,

1414
01:15:11,000 --> 01:15:14,280
Speaker 7: the food, the wine, the weather, the culture of Napa Valley.

1415
01:15:15,000 --> 01:15:16,519
Speaker 7: We all kind of are in a place in our

1416
01:15:16,560 --> 01:15:20,320
Speaker 7: lives where we could take a take another shot at something.

1417
01:15:20,560 --> 01:15:23,040
Speaker 3: Even though we didn't know anything.

1418
01:15:22,680 --> 01:15:25,840
Speaker 7: About the music business or throwing a festival or a

1419
01:15:25,920 --> 01:15:29,720
Speaker 7: large event whatsoever. You know, we all kind of were

1420
01:15:29,760 --> 01:15:35,040
Speaker 7: confident and naive enough to do it. And and so yeah,

1421
01:15:35,400 --> 01:15:37,840
Speaker 7: next thing, you know, Dave, Justin and I are are

1422
01:15:37,920 --> 01:15:40,519
Speaker 7: the Uh we bought bought the assets. You know, they

1423
01:15:40,520 --> 01:15:42,880
Speaker 7: were about to go into bankruptcy. Dave, Justin and I

1424
01:15:43,000 --> 01:15:47,320
Speaker 7: navigated a whole pre bankruptcy scenario. UH got our got

1425
01:15:47,320 --> 01:15:51,479
Speaker 7: our MBAs on bankruptcy and how that whole process works,

1426
01:15:51,479 --> 01:15:54,200
Speaker 7: which we won't go into. But uh, you know learned

1427
01:15:54,240 --> 01:15:56,840
Speaker 7: a lot. The first year almost killed us. If I

1428
01:15:56,840 --> 01:16:00,160
Speaker 7: don't if I don't say so myself, and uh, and

1429
01:16:00,400 --> 01:16:02,559
Speaker 7: I'll leave it there, said Dave and Justin Chryman.

1430
01:16:03,160 --> 01:16:08,160
Speaker 1: Okay, we've spoken previously, and you made good on the

1431
01:16:08,240 --> 01:16:12,120
Speaker 1: debts of Bottle Rock one point zero and you lost

1432
01:16:12,280 --> 01:16:15,479
Speaker 1: a ton of money the first year you had it yourself.

1433
01:16:15,680 --> 01:16:17,639
Speaker 1: How much money are we talking about? How much money

1434
01:16:17,680 --> 01:16:19,840
Speaker 1: to pay the debts? And how much money did you

1435
01:16:19,880 --> 01:16:20,599
Speaker 1: guys lose?

1436
01:16:22,720 --> 01:16:26,679
Speaker 2: Well, there was there was roughly a ten million dollars

1437
01:16:27,720 --> 01:16:34,519
Speaker 2: loss that the company experienced the original company, and there

1438
01:16:34,560 --> 01:16:39,120
Speaker 2: was about eight million or so that was kind of

1439
01:16:39,160 --> 01:16:42,080
Speaker 2: really owed to creditors.

1440
01:16:42,640 --> 01:16:45,280
Speaker 1: And so we though.

1441
01:16:45,080 --> 01:16:47,879
Speaker 2: We bought the assets, and we did an asset purchase

1442
01:16:47,920 --> 01:16:51,000
Speaker 2: which would say to you legally, we don't have the

1443
01:16:51,040 --> 01:16:59,320
Speaker 2: obligation of responsibility to pay down any debt. It's hard

1444
01:16:59,360 --> 01:17:02,960
Speaker 2: to describe to a creditor if you bought let's say,

1445
01:17:03,120 --> 01:17:06,320
Speaker 2: the bottle Rock brand, and they're owed money by what

1446
01:17:06,360 --> 01:17:10,080
Speaker 2: they considered to be bottle Rock, it's hard to say

1447
01:17:10,080 --> 01:17:12,439
Speaker 2: to them, well, we didn't create the debt, We don't

1448
01:17:12,439 --> 01:17:15,439
Speaker 2: know you any money. We did say that a lot

1449
01:17:15,479 --> 01:17:18,760
Speaker 2: of the time, but it really went in one ear

1450
01:17:18,800 --> 01:17:23,960
Speaker 2: and out the other. Understandably, we were able to, through

1451
01:17:25,000 --> 01:17:31,320
Speaker 2: you know, cash infusion, conversion of debt to equity, et cetera,

1452
01:17:31,880 --> 01:17:38,160
Speaker 2: eliminate most of that debt and for the common creditors

1453
01:17:38,200 --> 01:17:40,800
Speaker 2: one hundred percent of them were basically taken care of

1454
01:17:41,200 --> 01:17:46,599
Speaker 2: for the most part, all the way. Then getting as

1455
01:17:46,600 --> 01:17:53,280
Speaker 2: we were doing that, we roughly closed the transaction in

1456
01:17:53,400 --> 01:17:58,240
Speaker 2: I believe January of twenty fourteen, we had a festival

1457
01:17:58,280 --> 01:18:05,760
Speaker 2: in May to put on, and so not knowing anything

1458
01:18:06,720 --> 01:18:12,840
Speaker 2: or less than anything about the music space and how

1459
01:18:12,880 --> 01:18:14,720
Speaker 2: to put on a festival, we had to do that

1460
01:18:14,800 --> 01:18:20,360
Speaker 2: as well, and whether that be booking the lineup, whether

1461
01:18:20,400 --> 01:18:25,680
Speaker 2: that be putting together the production teams to build the

1462
01:18:25,720 --> 01:18:28,360
Speaker 2: festival itself and put together the food and beverage programs

1463
01:18:28,400 --> 01:18:30,439
Speaker 2: and all the sponsorship stuff that we talked about. We

1464
01:18:30,479 --> 01:18:34,320
Speaker 2: had no experience in any of that and in very

1465
01:18:34,360 --> 01:18:38,240
Speaker 2: little time to learn, and no one really in the

1466
01:18:38,320 --> 01:18:42,040
Speaker 2: music space and other and otherwise wanting to really work

1467
01:18:42,080 --> 01:18:44,840
Speaker 2: with us at that point. So it was difficult, and

1468
01:18:45,360 --> 01:18:48,080
Speaker 2: we got through it, as Jason mentioned, and we ended up,

1469
01:18:48,200 --> 01:18:50,720
Speaker 2: as I think we told you, Bob, losing I think

1470
01:18:50,920 --> 01:18:53,160
Speaker 2: five and a half million dollars that first year.

1471
01:18:54,400 --> 01:18:56,280
Speaker 5: That was on top of all the money we spent

1472
01:18:56,400 --> 01:19:00,200
Speaker 5: with paying off all the debt. So yeah, I go,

1473
01:19:00,280 --> 01:19:02,559
Speaker 5: everything was fine, Like we took money that was supposed

1474
01:19:02,560 --> 01:19:04,559
Speaker 5: to be to pay for the festival and paid off

1475
01:19:05,080 --> 01:19:08,120
Speaker 5: the creditors and the deck with that same money, and

1476
01:19:08,160 --> 01:19:10,320
Speaker 5: then and then then we lost.

1477
01:19:11,960 --> 01:19:17,400
Speaker 1: Yeah, yeah, Okay, your three guys, did you three personally

1478
01:19:18,840 --> 01:19:23,439
Speaker 1: take the hit or were there other investors? It was

1479
01:19:23,439 --> 01:19:24,280
Speaker 1: a mix of both.

1480
01:19:24,439 --> 01:19:29,919
Speaker 2: We personally took big hits, but we did have some

1481
01:19:29,920 --> 01:19:32,240
Speaker 2: some outside investment as well.

1482
01:19:33,080 --> 01:19:37,400
Speaker 1: And what was your pitch to the outside investors. Well,

1483
01:19:37,960 --> 01:19:39,200
Speaker 1: when you.

1484
01:19:39,120 --> 01:19:44,920
Speaker 2: Looked at Bottle Rock from a customer facing perspective, you

1485
01:19:44,960 --> 01:19:47,720
Speaker 2: could see that there was demand, right, So one of

1486
01:19:47,720 --> 01:19:50,200
Speaker 2: the challenges and we were looking at this as a startup.

1487
01:19:50,280 --> 01:19:52,680
Speaker 2: One of the challenges, the biggest challenge when you have

1488
01:19:52,720 --> 01:19:55,200
Speaker 2: a startup is to figure out if, in fact your

1489
01:19:55,280 --> 01:20:00,960
Speaker 2: theory will generate sales, right, and we the one thing

1490
01:20:01,080 --> 01:20:03,280
Speaker 2: that we did have going for us was that we

1491
01:20:03,320 --> 01:20:06,000
Speaker 2: could see that people were willing to buy what it

1492
01:20:06,040 --> 01:20:09,559
Speaker 2: is that was being sold. Granted, what was being sold

1493
01:20:10,280 --> 01:20:12,960
Speaker 2: at Bottle Rock was not what Justin and Jason talked about.

1494
01:20:12,960 --> 01:20:16,360
Speaker 2: From an experience standpoint, it did not exist non existing.

1495
01:20:17,200 --> 01:20:20,400
Speaker 2: That said, you did see a lot of people coming

1496
01:20:20,400 --> 01:20:23,720
Speaker 2: to NAPA buying tickets to see a music festival at

1497
01:20:23,720 --> 01:20:27,640
Speaker 2: the fairgrounds, and that for us was a proof of concept,

1498
01:20:28,240 --> 01:20:30,920
Speaker 2: kind of product market fit if you're talking, you know,

1499
01:20:31,040 --> 01:20:33,360
Speaker 2: kind of Silicon Valley jargon.

1500
01:20:34,600 --> 01:20:37,519
Speaker 1: So, okay, you have this demand. How much money did

1501
01:20:37,520 --> 01:20:37,960
Speaker 1: you raise?

1502
01:20:39,320 --> 01:20:43,760
Speaker 2: Wow, I won't get into that, but it was in

1503
01:20:43,800 --> 01:20:48,000
Speaker 2: the millions, and I think you kind of understand this

1504
01:20:48,080 --> 01:20:53,160
Speaker 2: festival space. You don't just get in with a few bucks.

1505
01:20:53,240 --> 01:20:56,679
Speaker 2: Notwithstanding the fact that when we started to book bands

1506
01:20:56,680 --> 01:20:59,519
Speaker 2: are subjects where our assumption was, oh, yeah, it'll be

1507
01:20:59,560 --> 01:21:04,000
Speaker 2: ten percent thirty days out right on the artist guarantee. Wrong,

1508
01:21:04,400 --> 01:21:06,800
Speaker 2: it was one hundred percent down at confirmation because no

1509
01:21:06,800 --> 01:21:09,800
Speaker 2: one trusted us and rightly so, and so then you

1510
01:21:09,800 --> 01:21:13,840
Speaker 2: have a whole cash flow issue and timing of cash

1511
01:21:13,880 --> 01:21:17,960
Speaker 2: flow that it further exacerbated the problem, especially once you

1512
01:21:18,000 --> 01:21:19,679
Speaker 2: went on sale and had a bad on sale.

1513
01:21:20,120 --> 01:21:24,040
Speaker 9: Yeah, the concept with the first year that we tried

1514
01:21:24,040 --> 01:21:26,759
Speaker 9: this was I'm not sure that.

1515
01:21:26,560 --> 01:21:27,840
Speaker 4: The goal really changed.

1516
01:21:27,880 --> 01:21:29,760
Speaker 5: It like if you were an outside investor and we

1517
01:21:29,760 --> 01:21:31,880
Speaker 5: put a lot of our own money into it. It

1518
01:21:31,920 --> 01:21:34,160
Speaker 5: was that we had a plan and we knew we

1519
01:21:34,240 --> 01:21:38,040
Speaker 5: had to differentiate this experience, and if we differentiate this experience,

1520
01:21:38,080 --> 01:21:39,120
Speaker 5: people will pay for that.

1521
01:21:39,840 --> 01:21:41,720
Speaker 4: And we almost never got a chance to ask you

1522
01:21:41,800 --> 01:21:44,160
Speaker 4: because we took that same money, you know, investors in

1523
01:21:44,240 --> 01:21:46,120
Speaker 4: our own and used it to pay off all the

1524
01:21:46,200 --> 01:21:49,600
Speaker 4: debt instead of actually funding the experience.

1525
01:21:49,640 --> 01:21:52,120
Speaker 5: So you get into year two, we're like, well, then

1526
01:21:52,160 --> 01:21:54,559
Speaker 5: what do you tell investors you know? Or what do

1527
01:21:54,640 --> 01:21:56,719
Speaker 5: we tell our to our wives is probably a better

1528
01:21:57,080 --> 01:21:58,960
Speaker 5: that's probably a better example. What do we tell our

1529
01:21:59,000 --> 01:22:01,479
Speaker 5: wife is like, we just needed a chance to run

1530
01:22:01,520 --> 01:22:04,000
Speaker 5: our own play, and we didn't have a chance to

1531
01:22:04,040 --> 01:22:06,160
Speaker 5: do that the first year because we were scrambling. Again

1532
01:22:06,200 --> 01:22:09,360
Speaker 5: it was you know, arguments with every vendor and the

1533
01:22:09,439 --> 01:22:12,320
Speaker 5: union and everyone else about you know, money we didn't own,

1534
01:22:12,360 --> 01:22:14,920
Speaker 5: but we had to pay them, and that just sucked

1535
01:22:15,000 --> 01:22:17,400
Speaker 5: up way too much time to where, you know, our

1536
01:22:17,479 --> 01:22:21,000
Speaker 5: real goal was never we never got a chance to

1537
01:22:21,040 --> 01:22:23,519
Speaker 5: focus on that, so that there for the second year,

1538
01:22:24,200 --> 01:22:26,519
Speaker 5: and the reason it turned around so fast is we

1539
01:22:27,160 --> 01:22:30,160
Speaker 5: really need that chance in twenty fifteen to actually execute

1540
01:22:30,160 --> 01:22:34,760
Speaker 5: our regional you know plan, and we did, and I'd

1541
01:22:34,800 --> 01:22:36,439
Speaker 5: say it worked, and then it was kind of a

1542
01:22:36,600 --> 01:22:41,000
Speaker 5: happily every aftertect thing for the investors after that.

1543
01:22:41,960 --> 01:22:44,040
Speaker 2: Yeah, And I think the happily ever after really started

1544
01:22:44,040 --> 01:22:47,719
Speaker 2: in twenty sixteen. Right, we did, We did well in fifteen,

1545
01:22:48,320 --> 01:22:53,840
Speaker 2: but in fifteen it was how would I put it,

1546
01:22:53,840 --> 01:22:57,720
Speaker 2: It was probably thirty forty percent of our plan as

1547
01:22:57,720 --> 01:23:01,559
Speaker 2: it related to the customer experience. In sixteen was when

1548
01:23:01,560 --> 01:23:05,400
Speaker 2: we really were able to lean in, trust our guts

1549
01:23:05,760 --> 01:23:09,639
Speaker 2: and deliver on what we thought people would really want.

1550
01:23:09,960 --> 01:23:12,720
Speaker 2: And we got that right, and we got it right

1551
01:23:12,760 --> 01:23:16,360
Speaker 2: in a very in a much bigger way than we

1552
01:23:16,400 --> 01:23:19,559
Speaker 2: had anticipated in our model back in twenty thirteen and fourteen.

1553
01:23:20,439 --> 01:23:23,679
Speaker 1: Okay, so if you lost the money in fourteen, in fifteen,

1554
01:23:23,720 --> 01:23:26,320
Speaker 1: were you in the red or the black? Fifteen we

1555
01:23:26,360 --> 01:23:31,320
Speaker 1: made seven figures Okay, so let's go back to fourteen fourteenth,

1556
01:23:31,360 --> 01:23:33,880
Speaker 1: the first year that you guys were in control. What

1557
01:23:33,960 --> 01:23:35,640
Speaker 1: did you learn after fourteen?

1558
01:23:39,280 --> 01:23:44,800
Speaker 5: Well didn't we? I mean talking about the artist side

1559
01:23:44,880 --> 01:23:47,920
Speaker 5: first day. Gosh, yeah, that's a learning on its own

1560
01:23:48,760 --> 01:23:50,080
Speaker 5: that was brutal.

1561
01:23:51,360 --> 01:23:57,000
Speaker 2: You know, like the protocols that exist within the music space,

1562
01:23:57,080 --> 01:24:04,639
Speaker 2: in particular as it relates to artists and confirmations and advance,

1563
01:24:05,800 --> 01:24:10,760
Speaker 2: et cetera. You know, there's no amount of business background

1564
01:24:10,960 --> 01:24:14,080
Speaker 2: or business schooling that you can go through that's going

1565
01:24:14,120 --> 01:24:20,639
Speaker 2: to teach you how all that works. And we got

1566
01:24:20,640 --> 01:24:24,000
Speaker 2: our asses handed to us in twenty fourteen in that regard.

1567
01:24:25,760 --> 01:24:28,240
Speaker 2: You know, the assumption that, oh, if you have money

1568
01:24:28,280 --> 01:24:34,080
Speaker 2: to spend, you'll be able to get an artist because

1569
01:24:34,080 --> 01:24:40,000
Speaker 2: that's what they cost, was an assumption that we had right, like, yeah,

1570
01:24:40,160 --> 01:24:41,040
Speaker 2: just throw money at it.

1571
01:24:41,680 --> 01:24:44,400
Speaker 1: Wrong. The notion of.

1572
01:24:44,560 --> 01:24:50,840
Speaker 2: History and how that plays into your ability or inability

1573
01:24:51,240 --> 01:24:55,160
Speaker 2: to work with an artist, The confirmation process and the

1574
01:24:55,200 --> 01:24:59,760
Speaker 2: word confirmation and confirmed, and the power that comes behind that,

1575
01:25:01,360 --> 01:25:03,440
Speaker 2: like things along those lines.

1576
01:25:03,160 --> 01:25:04,360
Speaker 1: We had no clue about.

1577
01:25:04,960 --> 01:25:08,040
Speaker 2: And the butting of heads that we had with agents

1578
01:25:09,360 --> 01:25:12,040
Speaker 2: was super tough, and we were on our heels of course,

1579
01:25:12,080 --> 01:25:15,160
Speaker 2: because we had no credibility in the space, we had

1580
01:25:15,240 --> 01:25:17,439
Speaker 2: no experience in the space, we had no history or

1581
01:25:17,520 --> 01:25:20,320
Speaker 2: relationships in the space, and we bought a shitty brand,

1582
01:25:22,040 --> 01:25:25,120
Speaker 2: and as far as the agents were concerned, if we

1583
01:25:25,200 --> 01:25:28,639
Speaker 2: bought it, we owned it. And so until they knew

1584
01:25:28,640 --> 01:25:30,479
Speaker 2: that we had taken care of the debt, they didn't

1585
01:25:30,479 --> 01:25:34,200
Speaker 2: want to work with us either. So we can go

1586
01:25:34,240 --> 01:25:36,680
Speaker 2: on and on about that piece. But the learnings, just

1587
01:25:36,720 --> 01:25:38,839
Speaker 2: as it relates to the artist component, were massive.

1588
01:25:39,640 --> 01:25:43,680
Speaker 1: Massive. Okay, that's twenty fourteen. Has it been a continuing

1589
01:25:44,200 --> 01:25:46,760
Speaker 1: learning experience or do you get to a certain point

1590
01:25:46,760 --> 01:25:47,599
Speaker 1: and say I got this.

1591
01:25:48,840 --> 01:25:54,800
Speaker 2: Never, It's always a continued learning experience. And we are.

1592
01:25:56,400 --> 01:25:56,759
Speaker 1: Man.

1593
01:25:57,880 --> 01:26:00,479
Speaker 2: The more we can understand about pouring, the more that

1594
01:26:00,520 --> 01:26:04,519
Speaker 2: we can understand about production, the more that we can

1595
01:26:04,800 --> 01:26:12,120
Speaker 2: understand about macro influences in the music space, the better

1596
01:26:12,200 --> 01:26:15,479
Speaker 2: off we are. And you know, we're just beginning to

1597
01:26:15,560 --> 01:26:18,559
Speaker 2: learn as far as we're concerned how it all works.

1598
01:26:19,360 --> 01:26:24,400
Speaker 2: We're avoiding the pitfalls very quickly, much more quickly, i

1599
01:26:24,400 --> 01:26:26,679
Speaker 2: should say it, than we historically have. But it's still

1600
01:26:26,680 --> 01:26:28,839
Speaker 2: a lot of work, it's still a lot of commitment,

1601
01:26:28,920 --> 01:26:31,360
Speaker 2: it's still a lot of relationship building, and it's still

1602
01:26:31,400 --> 01:26:33,960
Speaker 2: a lot of just shut up and listen, and that's

1603
01:26:34,040 --> 01:26:35,880
Speaker 2: kind of one of our policies in house is to

1604
01:26:35,920 --> 01:26:38,639
Speaker 2: shut up and listen. And so we continue to build

1605
01:26:38,640 --> 01:26:43,840
Speaker 2: great relationships within the music industry and we're learning still.

1606
01:26:50,720 --> 01:26:52,840
Speaker 1: How did you make a deal with Live Nation? When

1607
01:26:52,880 --> 01:26:55,200
Speaker 1: did that happen? What does Live Nation deliver for you?

1608
01:26:57,360 --> 01:27:01,880
Speaker 10: Is the end of twenty sixteen, and we'd met some

1609
01:27:01,880 --> 01:27:04,680
Speaker 10: people from Live Nation, we met some people from the

1610
01:27:04,720 --> 01:27:08,280
Speaker 10: other you know, several other big players in the music

1611
01:27:08,360 --> 01:27:12,280
Speaker 10: business who I think I thought maybe ball Rock was

1612
01:27:12,320 --> 01:27:16,040
Speaker 10: a joke, knew it, lost time, money, then saw us

1613
01:27:16,320 --> 01:27:17,439
Speaker 10: struggle our first.

1614
01:27:17,280 --> 01:27:21,080
Speaker 6: Year, and then when we had a different level.

1615
01:27:20,840 --> 01:27:23,479
Speaker 5: Of success in twenty fifteen, again we didn't have a

1616
01:27:23,560 --> 01:27:26,519
Speaker 5: huge success, but at least it proved viable. And then

1617
01:27:26,600 --> 01:27:30,519
Speaker 5: with twenty sixteen in the spring, like they said, we

1618
01:27:30,600 --> 01:27:32,600
Speaker 5: made some you know, somewhat.

1619
01:27:32,120 --> 01:27:33,800
Speaker 6: Monumental changes that kind of.

1620
01:27:33,760 --> 01:27:35,639
Speaker 4: Proved this to the real thing to her to day.

1621
01:27:36,240 --> 01:27:40,799
Speaker 5: So we had a lot of indown interest in partnering

1622
01:27:40,800 --> 01:27:44,920
Speaker 5: with us, and some of it was not very interesting

1623
01:27:44,960 --> 01:27:48,000
Speaker 5: to us, frankly, and then when the Live Nation folks

1624
01:27:48,640 --> 01:27:51,160
Speaker 5: approached us, it definitely peaked our years.

1625
01:27:50,960 --> 01:27:53,120
Speaker 4: Up really at the time nothing to do with that.

1626
01:27:53,240 --> 01:27:53,920
Speaker 4: Live Nation was.

1627
01:27:53,920 --> 01:27:56,560
Speaker 6: Really big, and you know they have a lot of

1628
01:27:56,600 --> 01:27:57,240
Speaker 6: money or whatever.

1629
01:27:57,720 --> 01:28:01,360
Speaker 5: It was more around the area, and I think, well,

1630
01:28:01,400 --> 01:28:04,200
Speaker 5: it loves for us. They completely stuck this ever since

1631
01:28:04,400 --> 01:28:07,840
Speaker 5: that first conversation, which is that they know the music

1632
01:28:07,920 --> 01:28:08,800
Speaker 5: business really well.

1633
01:28:08,800 --> 01:28:10,519
Speaker 6: They know touring, and they know.

1634
01:28:10,520 --> 01:28:13,679
Speaker 4: Arenas, and they know pretty much every aspect you could mention.

1635
01:28:14,520 --> 01:28:18,120
Speaker 4: But their approach to festivals wasn't.

1636
01:28:17,800 --> 01:28:20,160
Speaker 6: About we know everything, We're.

1637
01:28:20,000 --> 01:28:21,080
Speaker 4: Here to go take it over.

1638
01:28:21,160 --> 01:28:23,760
Speaker 5: It was actually very much the opposite that they had said, Hey,

1639
01:28:23,840 --> 01:28:24,519
Speaker 5: we've tried some.

1640
01:28:24,560 --> 01:28:27,360
Speaker 6: Of our own things about what we found.

1641
01:28:27,200 --> 01:28:30,599
Speaker 5: With festivals is that we're looking for, you know, really

1642
01:28:30,640 --> 01:28:35,960
Speaker 5: good people who understand how to create a differentiated festival experience.

1643
01:28:36,600 --> 01:28:37,599
Speaker 4: And so when we.

1644
01:28:37,560 --> 01:28:42,000
Speaker 5: Find out, we want to keep those folks because that's

1645
01:28:42,080 --> 01:28:44,800
Speaker 5: really the core and we're not going to try to

1646
01:28:44,880 --> 01:28:46,680
Speaker 5: change it and take it over. We So, would you

1647
01:28:46,680 --> 01:28:49,559
Speaker 5: guys want to talk because our plan would be to

1648
01:28:50,120 --> 01:28:53,680
Speaker 5: have you essocially partner with you to make you more successful.

1649
01:28:53,760 --> 01:28:56,160
Speaker 5: It wouldn't be to come in and run bottle Rock.

1650
01:28:56,520 --> 01:28:57,080
Speaker 6: We want you.

1651
01:28:57,040 --> 01:28:58,080
Speaker 4: Guys to run Bottle Rock.

1652
01:28:59,000 --> 01:29:03,360
Speaker 5: And started the conversation again with others.

1653
01:29:02,280 --> 01:29:05,320
Speaker 6: That were that were poking around that we didn't have.

1654
01:29:05,240 --> 01:29:05,720
Speaker 4: An interest in.

1655
01:29:05,840 --> 01:29:08,240
Speaker 5: That was probably a thing that really brought us all

1656
01:29:08,280 --> 01:29:14,679
Speaker 5: to the table initially. David Jason comment more.

1657
01:29:13,760 --> 01:29:17,480
Speaker 2: Yeah, No, I think Justin you nailed it. And what's

1658
01:29:17,560 --> 01:29:23,439
Speaker 2: really so special about the relationship as you look back at,

1659
01:29:23,600 --> 01:29:27,559
Speaker 2: you know, the end of twenty sixteen, we were really

1660
01:29:27,560 --> 01:29:31,360
Speaker 2: working with Jordan Zachary a bit, feeling it out, seeing

1661
01:29:31,400 --> 01:29:33,040
Speaker 2: how it could work, et cetera.

1662
01:29:33,080 --> 01:29:38,439
Speaker 1: And then we met with with Michael Rappino. And when you.

1663
01:29:38,360 --> 01:29:42,320
Speaker 2: Look back at that meeting, every commitment that he said

1664
01:29:42,560 --> 01:29:47,679
Speaker 2: or made as to how it would work and how

1665
01:29:47,720 --> 01:29:51,040
Speaker 2: he would let us do our thing and just be

1666
01:29:51,160 --> 01:29:56,360
Speaker 2: there as support when and if we needed them or him,

1667
01:29:57,840 --> 01:30:01,840
Speaker 2: they he delivered on Like how often are you able

1668
01:30:01,840 --> 01:30:05,880
Speaker 2: to say that about anything or any relationship, right, whether

1669
01:30:05,920 --> 01:30:12,679
Speaker 2: it's with your spouse, your best friends, your business relationships, whatever,

1670
01:30:12,880 --> 01:30:16,280
Speaker 2: like you never can And we can honestly say that

1671
01:30:16,520 --> 01:30:19,200
Speaker 2: every single thing that they said that they would do,

1672
01:30:19,720 --> 01:30:22,200
Speaker 2: they did more importantly, And I think Justin brought this

1673
01:30:22,280 --> 01:30:25,400
Speaker 2: up and asked been everything they said.

1674
01:30:25,240 --> 01:30:29,719
Speaker 1: They wouldn't do they didn't do.

1675
01:30:29,800 --> 01:30:32,720
Speaker 2: And that was just just it's been fantastic so it's

1676
01:30:32,760 --> 01:30:33,640
Speaker 2: been a great relationship.

1677
01:30:34,160 --> 01:30:38,599
Speaker 1: Okay, as far as a business transaction, they paid cash

1678
01:30:38,680 --> 01:30:43,959
Speaker 1: for a certain ownership percentage in the enterprise. Correct. Okay.

1679
01:30:44,439 --> 01:30:47,280
Speaker 1: In terms of booking talent, does Live Nation help you

1680
01:30:47,360 --> 01:30:47,519
Speaker 1: with that?

1681
01:30:49,160 --> 01:30:53,320
Speaker 2: Only if we need it, and that exists at all levels.

1682
01:30:53,760 --> 01:30:58,840
Speaker 2: So we do our thing, and you know, if we

1683
01:30:58,920 --> 01:31:02,880
Speaker 2: need to perhaps see if it's possible for us to

1684
01:31:02,960 --> 01:31:06,559
Speaker 2: jump on the tail end of a tour that Live

1685
01:31:06,680 --> 01:31:11,120
Speaker 2: Nation has, we can call up anyone in Live Nation

1686
01:31:11,240 --> 01:31:15,720
Speaker 2: touring and say, hey, any chance that we can be

1687
01:31:15,720 --> 01:31:18,680
Speaker 2: a part of this or you know who's really the

1688
01:31:18,720 --> 01:31:20,679
Speaker 2: decision maker, et cetera.

1689
01:31:21,000 --> 01:31:23,600
Speaker 1: We can you know, work, but do that with the

1690
01:31:23,640 --> 01:31:24,280
Speaker 1: agent as well.

1691
01:31:24,320 --> 01:31:26,439
Speaker 2: And the agents are they understand that we're part of

1692
01:31:26,520 --> 01:31:32,200
Speaker 2: Live Nation and we work together and everything's in full transparency.

1693
01:31:32,640 --> 01:31:33,800
Speaker 1: We have.

1694
01:31:36,600 --> 01:31:38,160
Speaker 2: You know, for the most part, we kind of just

1695
01:31:38,280 --> 01:31:42,599
Speaker 2: do our own thing, but we also share information, talk,

1696
01:31:42,800 --> 01:31:46,519
Speaker 2: learn and work with the other Live Nation festivals. C

1697
01:31:46,720 --> 01:31:51,639
Speaker 2: three's been great to uh, to to work with too,

1698
01:31:52,400 --> 01:31:54,360
Speaker 2: to bounce questions off of.

1699
01:31:55,840 --> 01:31:56,240
Speaker 4: Uh.

1700
01:31:56,360 --> 01:31:59,760
Speaker 2: You know, Charlie and Charles have been around forever and

1701
01:32:00,000 --> 01:32:04,080
Speaker 2: and they're always available to us when we have questions.

1702
01:32:06,080 --> 01:32:10,719
Speaker 2: When you know, we started this new festival, the Latino

1703
01:32:10,760 --> 01:32:14,840
Speaker 2: festival called Launda. We were we were able to go

1704
01:32:15,040 --> 01:32:19,519
Speaker 2: to to Live Nation touring to help have them help

1705
01:32:19,600 --> 01:32:23,920
Speaker 2: us make introductions, to really help us understand the the

1706
01:32:24,040 --> 01:32:27,120
Speaker 2: kind of artists market as it relates to northern California

1707
01:32:27,120 --> 01:32:30,200
Speaker 2: and how things work. So when we need them, they're there.

1708
01:32:31,120 --> 01:32:33,479
Speaker 2: But unless we need them, they we just we do

1709
01:32:33,560 --> 01:32:34,040
Speaker 2: our own thing.

1710
01:32:35,240 --> 01:32:38,400
Speaker 1: Now, you guys all have experience in business. Is one

1711
01:32:38,439 --> 01:32:42,559
Speaker 1: of you the financial expert in terms of budgeting? How

1712
01:32:42,560 --> 01:32:43,760
Speaker 1: does that ultimately work?

1713
01:32:45,240 --> 01:32:48,439
Speaker 2: Yes, and so the way our partnership works, and it's

1714
01:32:48,479 --> 01:32:52,080
Speaker 2: a true partnership, So let me let me let me

1715
01:32:52,120 --> 01:32:55,360
Speaker 2: emphasize that. And number two is that if any one

1716
01:32:55,400 --> 01:32:58,880
Speaker 2: of us had not been a part of the creation

1717
01:32:59,280 --> 01:33:03,559
Speaker 2: of this this company, we wouldn't be here today. So

1718
01:33:03,880 --> 01:33:06,479
Speaker 2: like I, you know, I sincerely mean that if Jason

1719
01:33:06,479 --> 01:33:08,600
Speaker 2: wasn't here, we wouldn't do you know, Justin and I

1720
01:33:08,640 --> 01:33:09,479
Speaker 2: wouldn't be able to do it.

1721
01:33:09,520 --> 01:33:11,200
Speaker 1: What what what we've all been able to do.

1722
01:33:12,240 --> 01:33:15,559
Speaker 2: For example, we run a partnership in the way we

1723
01:33:15,600 --> 01:33:18,839
Speaker 2: call it one two three. That means that that we're

1724
01:33:19,680 --> 01:33:22,439
Speaker 2: someone is in charge of a given area, a given

1725
01:33:23,479 --> 01:33:28,960
Speaker 2: part of the company. But it that each of us

1726
01:33:28,960 --> 01:33:33,120
Speaker 2: are also involved in that area. We just don't own

1727
01:33:33,160 --> 01:33:35,519
Speaker 2: it and we don't have let's say, the final call

1728
01:33:35,960 --> 01:33:38,680
Speaker 2: in that that in that area. So let's use you

1729
01:33:38,720 --> 01:33:44,720
Speaker 2: said finance. So in finance, Justin would be one. I

1730
01:33:45,000 --> 01:33:49,040
Speaker 2: might be two, just Jason would be three. In sponsorship,

1731
01:33:49,120 --> 01:33:51,760
Speaker 2: Jason would be one, Justin would be two. I would

1732
01:33:51,800 --> 01:33:54,160
Speaker 2: be three. An artist, I would be one, and they

1733
01:33:54,160 --> 01:33:57,120
Speaker 2: would be two and two. Because we fight over headliners

1734
01:33:57,120 --> 01:34:01,480
Speaker 2: stuff all the time, but it's a true partnership and

1735
01:34:01,080 --> 01:34:05,599
Speaker 2: we made big decisions together all the time.

1736
01:34:06,000 --> 01:34:10,280
Speaker 1: Okay, you're set for me, When do you start working

1737
01:34:10,280 --> 01:34:14,960
Speaker 1: on twenty twenty five? Already have so when did you start?

1738
01:34:16,160 --> 01:34:18,559
Speaker 2: We put our first offer in for twenty twenty five

1739
01:34:19,320 --> 01:34:20,679
Speaker 2: a week and a half ago.

1740
01:34:21,680 --> 01:34:25,679
Speaker 1: Okay, so do you have it all penciled out? Let's

1741
01:34:25,720 --> 01:34:29,480
Speaker 1: just make the numbers even. We're talking one hundred million dollars.

1742
01:34:29,840 --> 01:34:34,759
Speaker 1: We have thirty million for talent, we have thirty million

1743
01:34:35,320 --> 01:34:39,519
Speaker 1: for food. We got sponsorship. Do you have actual numbers

1744
01:34:39,560 --> 01:34:42,920
Speaker 1: locked in into someone creating those numbers and looking over

1745
01:34:42,960 --> 01:34:46,439
Speaker 1: those numbers? Absolutely? Absolutely?

1746
01:34:46,439 --> 01:34:49,360
Speaker 2: And who is that the three of us? But Justin

1747
01:34:49,479 --> 01:34:53,840
Speaker 2: runs point and we have kind of a director of

1748
01:34:53,880 --> 01:34:58,000
Speaker 2: finance that works in house, that is always running the models,

1749
01:34:58,280 --> 01:35:02,440
Speaker 2: and then on a weekly basis, we're looking at expenses

1750
01:35:02,520 --> 01:35:06,160
Speaker 2: and revenues and projections to make sure that we're on

1751
01:35:06,240 --> 01:35:07,479
Speaker 2: point and the plan.

1752
01:35:07,640 --> 01:35:10,120
Speaker 1: Okay, so let's assume you're buying talent, you're buying a

1753
01:35:10,160 --> 01:35:13,320
Speaker 1: lot of acts, and you have budgeted let's just say

1754
01:35:13,320 --> 01:35:16,559
Speaker 1: thirty million, and then all of a sudden you say, no, really,

1755
01:35:16,600 --> 01:35:18,880
Speaker 1: if I could spend thirty five, it's really going to

1756
01:35:18,920 --> 01:35:21,880
Speaker 1: be great. We will everybody say, they say, well, the

1757
01:35:21,880 --> 01:35:25,240
Speaker 1: budget was thirty screw you, No, no it.

1758
01:35:25,479 --> 01:35:29,760
Speaker 2: It really comes back down to to opportunity cost in

1759
01:35:29,800 --> 01:35:32,719
Speaker 2: that given year, and if more money needs to be spent,

1760
01:35:34,479 --> 01:35:37,000
Speaker 2: we'll do it on the basis of opportunity costs. Because

1761
01:35:37,040 --> 01:35:40,080
Speaker 2: you look at what your next alternative is, and if

1762
01:35:40,080 --> 01:35:42,800
Speaker 2: that alternative is going to screw up what that forecasting

1763
01:35:42,880 --> 01:35:46,719
Speaker 2: model is for box office, you really don't have a choice.

1764
01:35:46,840 --> 01:35:49,360
Speaker 2: The question is really are you make What is your

1765
01:35:49,479 --> 01:35:53,000
Speaker 2: judgment relative to that opportunity cost being big? And so

1766
01:35:53,120 --> 01:35:55,799
Speaker 2: that's where we'll debate. That's where we'll go over the numbers.

1767
01:35:55,960 --> 01:35:58,040
Speaker 2: That's what we'll go over touring, that's what'll go over

1768
01:35:58,080 --> 01:36:00,679
Speaker 2: that's when we'll go over kind of not only boring numbers,

1769
01:36:00,880 --> 01:36:03,800
Speaker 2: but we'll go over album cycles, will go over a

1770
01:36:03,920 --> 01:36:07,120
Speaker 2: demos for that for that particular artist, and we'll really

1771
01:36:07,200 --> 01:36:10,920
Speaker 2: crunch the numbers to make before we'll actually, you know,

1772
01:36:11,280 --> 01:36:14,439
Speaker 2: decide not only to spend that that seven figures on

1773
01:36:14,479 --> 01:36:17,760
Speaker 2: a headliner, but to maybe spend a little bit more

1774
01:36:17,840 --> 01:36:19,120
Speaker 2: than we initially budgeted.

1775
01:36:19,600 --> 01:36:22,519
Speaker 4: Yeah, and it's it's it's really the U.

1776
01:36:22,720 --> 01:36:24,599
Speaker 5: I guess something we haven't touched on a lot is

1777
01:36:25,320 --> 01:36:30,200
Speaker 5: the the business model or approach is it's always at

1778
01:36:30,280 --> 01:36:32,920
Speaker 5: least one or maybe two festivals out.

1779
01:36:33,040 --> 01:36:34,240
Speaker 4: So I guess what I mean by that.

1780
01:36:34,280 --> 01:36:36,920
Speaker 5: It's like like and we get this a lot, like, hey,

1781
01:36:37,200 --> 01:36:40,080
Speaker 5: let's let's say like, hey, all the VIP tickets sold out,

1782
01:36:40,160 --> 01:36:42,760
Speaker 5: there's seven VIP levels, they all sold out. And then

1783
01:36:42,840 --> 01:36:44,479
Speaker 5: so then what do you do? They're already sold out.

1784
01:36:44,520 --> 01:36:46,280
Speaker 5: So why would you spend a bunch of money on

1785
01:36:46,760 --> 01:36:48,760
Speaker 5: vi P and dreaming up all these new things for

1786
01:36:48,800 --> 01:36:51,160
Speaker 5: a VP. The ticket's already sold, money's in the pay

1787
01:36:51,680 --> 01:36:54,599
Speaker 5: it's for the next year, right, And so to your

1788
01:36:54,680 --> 01:36:56,960
Speaker 5: question on the artists, it's like you argue about tay

1789
01:36:57,160 --> 01:36:59,800
Speaker 5: does it do you pay an extra x nunt of

1790
01:36:59,800 --> 01:37:04,240
Speaker 5: moion dollars this year and talent. You know, we get

1791
01:37:04,240 --> 01:37:06,679
Speaker 5: in that debate like we could sell out the festival

1792
01:37:06,760 --> 01:37:10,160
Speaker 5: with this level of artists and this, but should we

1793
01:37:10,200 --> 01:37:12,639
Speaker 5: really pay more to get that next artist. A lot

1794
01:37:12,680 --> 01:37:15,360
Speaker 5: of the tipping point there and it always kind of

1795
01:37:15,439 --> 01:37:17,800
Speaker 5: leans towards the future is to say, I know, we

1796
01:37:17,840 --> 01:37:20,439
Speaker 5: could sell the tickets out this year, but if we

1797
01:37:20,479 --> 01:37:22,599
Speaker 5: don't get the right lineup book, we might have.

1798
01:37:22,520 --> 01:37:23,920
Speaker 4: Trouble still on it the next year.

1799
01:37:24,040 --> 01:37:26,599
Speaker 6: Yeah, And so we're kind of leaning into that, and again.

1800
01:37:26,360 --> 01:37:28,960
Speaker 5: We're always kind of leveling up to say it's going

1801
01:37:29,040 --> 01:37:31,040
Speaker 5: to be worth it in the long run to spend

1802
01:37:31,040 --> 01:37:31,920
Speaker 5: more money.

1803
01:37:31,640 --> 01:37:34,559
Speaker 6: Now, even though it comes right off the bottom line

1804
01:37:34,560 --> 01:37:35,200
Speaker 6: for that one year.

1805
01:37:35,240 --> 01:37:37,080
Speaker 5: And if that's all you're doing is running one show

1806
01:37:37,160 --> 01:37:40,200
Speaker 5: for one year, that's what you do. You maximize profits.

1807
01:37:40,200 --> 01:37:42,200
Speaker 5: But we've never thought of it that way. We've always

1808
01:37:42,200 --> 01:37:44,960
Speaker 5: thought of it as a long horizon, like how is

1809
01:37:44,960 --> 01:37:46,760
Speaker 5: this thing going to be relevant, how's this thing going

1810
01:37:46,800 --> 01:37:48,160
Speaker 5: to be special ten years from now?

1811
01:37:48,640 --> 01:37:50,639
Speaker 4: And let's not screw it up, Bob.

1812
01:37:50,680 --> 01:37:54,040
Speaker 7: What they're not telling you, Bob, is that they look

1813
01:37:54,120 --> 01:37:56,600
Speaker 7: to me and go, what can we do in sponsorship

1814
01:37:56,680 --> 01:37:58,799
Speaker 7: to make the offset.

1815
01:37:59,280 --> 01:38:00,799
Speaker 4: That's right, the real answer.

1816
01:38:01,479 --> 01:38:04,360
Speaker 1: Okay, and then you know some of these things are

1817
01:38:04,400 --> 01:38:08,400
Speaker 1: more controllable than other like food and experience. Do you

1818
01:38:08,479 --> 01:38:10,640
Speaker 1: have hard numbers and you say this is what we

1819
01:38:10,680 --> 01:38:12,800
Speaker 1: can spend or how does that work?

1820
01:38:14,240 --> 01:38:18,680
Speaker 4: Yeah, those those numbers don't really change much. Meaning like

1821
01:38:18,760 --> 01:38:20,160
Speaker 4: there's I mean, there's an artist.

1822
01:38:19,880 --> 01:38:21,559
Speaker 5: The price that we just talked about, like, hey, you

1823
01:38:21,560 --> 01:38:23,960
Speaker 5: know so and so were gonna have to pay.

1824
01:38:23,840 --> 01:38:25,760
Speaker 6: Them to do a one off and you know.

1825
01:38:25,880 --> 01:38:27,920
Speaker 5: Fly day from Europe to make this show, and it's

1826
01:38:27,920 --> 01:38:30,640
Speaker 5: going to be a huge premium. We don't typically have that,

1827
01:38:30,720 --> 01:38:33,799
Speaker 5: Like I said, even if we change the Platinum experience

1828
01:38:33,800 --> 01:38:36,479
Speaker 5: and VIP and we invest heavy in the GA with

1829
01:38:36,640 --> 01:38:39,839
Speaker 5: all new turf and new shades, it's a pretty finite

1830
01:38:39,880 --> 01:38:42,800
Speaker 5: planning process. It's one of the things they've touched on

1831
01:38:42,880 --> 01:38:45,479
Speaker 5: to say, you know, we do a few shows right

1832
01:38:45,520 --> 01:38:47,400
Speaker 5: here in NAPA, we do other events, and now we're

1833
01:38:47,400 --> 01:38:48,560
Speaker 5: doing these two festivals.

1834
01:38:48,840 --> 01:38:51,479
Speaker 4: You know, other companies do twenty festivals, right.

1835
01:38:51,680 --> 01:38:55,400
Speaker 5: But the advantage to to what we're doing is really

1836
01:38:55,439 --> 01:38:56,919
Speaker 5: being able to get into.

1837
01:38:56,680 --> 01:38:59,400
Speaker 4: The details of every little every little thing. So we

1838
01:38:59,400 --> 01:38:59,840
Speaker 4: we'd like.

1839
01:38:59,800 --> 01:39:02,720
Speaker 5: To think that adds to a more special experience, but

1840
01:39:02,760 --> 01:39:04,200
Speaker 5: it also leads.

1841
01:39:03,960 --> 01:39:04,840
Speaker 6: To no surprises.

1842
01:39:05,160 --> 01:39:05,320
Speaker 4: Right.

1843
01:39:05,360 --> 01:39:07,080
Speaker 6: We know exactly what everything's going.

1844
01:39:07,040 --> 01:39:08,400
Speaker 4: To cost, pretty much.

1845
01:39:08,280 --> 01:39:09,080
Speaker 6: Down to the penny.

1846
01:39:09,080 --> 01:39:11,680
Speaker 5: You don't know what food and beverage spend will be.

1847
01:39:12,120 --> 01:39:14,400
Speaker 5: But we've got enough years under our belt that you know,

1848
01:39:14,439 --> 01:39:17,280
Speaker 5: we don't end up forecasting some crazy record food and

1849
01:39:17,320 --> 01:39:19,840
Speaker 5: beverage seals every year and then get surprised by it.

1850
01:39:19,960 --> 01:39:23,240
Speaker 4: Right. We pretty much hit our numbers every year the

1851
01:39:23,320 --> 01:39:25,000
Speaker 4: last seven years.

1852
01:39:25,520 --> 01:39:29,160
Speaker 1: Okay, just to amplify what exactly is the culinary stage.

1853
01:39:31,000 --> 01:39:37,560
Speaker 2: The culinary stage is an added experience for all customers.

1854
01:39:37,600 --> 01:39:39,960
Speaker 2: It's nothing you have to pay for and it comes

1855
01:39:40,000 --> 01:39:43,600
Speaker 2: after you know, we we we've sold our tickets. The

1856
01:39:43,680 --> 01:39:49,639
Speaker 2: line the lineup does where we actually pair celebrity chefs

1857
01:39:50,680 --> 01:39:53,680
Speaker 2: with many of the very artists that we have in

1858
01:39:53,680 --> 01:40:01,439
Speaker 2: the lineup and uh celebrities and athletes in and on

1859
01:40:01,720 --> 01:40:07,760
Speaker 2: a stage where they are doing cooking demos, but in

1860
01:40:08,439 --> 01:40:13,080
Speaker 2: a very irreverent way. So I think you know, we

1861
01:40:13,120 --> 01:40:20,200
Speaker 2: would have Snoop Dog on the culinary stage to set

1862
01:40:20,400 --> 01:40:24,280
Speaker 2: the Guinness Book of World record for the largest gin

1863
01:40:24,400 --> 01:40:28,280
Speaker 2: and juice, right, we would have Jose and Race on

1864
01:40:28,400 --> 01:40:33,280
Speaker 2: the stage cooking. Let's say a favorite meal of an

1865
01:40:33,360 --> 01:40:34,799
Speaker 2: artist that would be on stage.

1866
01:40:34,800 --> 01:40:36,400
Speaker 1: And let's say we would get.

1867
01:40:36,360 --> 01:40:42,720
Speaker 2: The bassist or Metallica, the basis for Green Day and

1868
01:40:42,760 --> 01:40:45,360
Speaker 2: the basis for Dave Matthews Band, all on the same

1869
01:40:45,400 --> 01:40:48,519
Speaker 2: stage with Jose Andres. We would make them actual functioning

1870
01:40:48,520 --> 01:40:51,360
Speaker 2: bass guitars out of pizza paddles while Jose and Race

1871
01:40:51,400 --> 01:40:55,479
Speaker 2: makes pizza and some other kind of favorite meal of theirs.

1872
01:40:55,720 --> 01:41:02,280
Speaker 2: So really entertaining, really like avant garde fun programming, and

1873
01:41:02,320 --> 01:41:05,519
Speaker 2: we get the biggest artists that play our festival to

1874
01:41:05,520 --> 01:41:07,720
Speaker 2: actually beyond it, believe it or not. And then of

1875
01:41:07,720 --> 01:41:10,280
Speaker 2: course the big celebs, and it's a thing. We do

1876
01:41:10,400 --> 01:41:16,960
Speaker 2: five sets, five shows a day over the three days,

1877
01:41:16,960 --> 01:41:23,120
Speaker 2: so fifteen different shows at the culinary stage over three days.

1878
01:41:23,680 --> 01:41:26,040
Speaker 1: Okay, if I have a GA ticket, am I going

1879
01:41:26,080 --> 01:41:31,360
Speaker 1: to be buying any generic food? Or is all food specialized, localized,

1880
01:41:31,800 --> 01:41:33,040
Speaker 1: unique to this festival?

1881
01:41:33,880 --> 01:41:40,880
Speaker 7: Okay, yeah, it's all basically locally grown and or curated,

1882
01:41:41,040 --> 01:41:45,400
Speaker 7: I should probably say. In other words, we don't have

1883
01:41:45,479 --> 01:41:50,599
Speaker 7: a general food program. Every single food item that's sold

1884
01:41:50,800 --> 01:41:53,800
Speaker 7: is brought to you by a specific restaurant that we

1885
01:41:54,000 --> 01:41:57,280
Speaker 7: hand touched and brought in and set up, helped set up.

1886
01:41:57,960 --> 01:42:02,200
Speaker 7: So there's you know, seventy different food vendors throughout the

1887
01:42:02,720 --> 01:42:07,560
Speaker 7: venue and they're all operating as independent, small pop up restaurants.

1888
01:42:07,960 --> 01:42:11,160
Speaker 7: At Bottle Rock Spread, you know, throughout we have a

1889
01:42:11,200 --> 01:42:15,160
Speaker 7: restaurant garden, we have food vendors on different stages and

1890
01:42:15,240 --> 01:42:18,400
Speaker 7: so forth. And so you are going to be eating

1891
01:42:18,439 --> 01:42:24,719
Speaker 7: food from Morimoto Iron chef Morimoto's Restaurant, or Mustards or.

1892
01:42:25,400 --> 01:42:29,320
Speaker 3: I mentioned a not tree earlier. So we don't you.

1893
01:42:29,320 --> 01:42:32,880
Speaker 7: Had actually a question about expenses. We don't spend any

1894
01:42:32,920 --> 01:42:36,960
Speaker 7: money on buying the food for this festival. The restaurants

1895
01:42:37,040 --> 01:42:39,880
Speaker 7: come in and take on that risk and we share

1896
01:42:39,880 --> 01:42:44,120
Speaker 7: a percentage repshare split with those restaurants after the fact.

1897
01:42:44,280 --> 01:42:47,160
Speaker 7: So the restaurants kind of do the heavy lifting. And

1898
01:42:48,439 --> 01:42:51,360
Speaker 7: Justin said it a while ago. We're giving our guests,

1899
01:42:51,760 --> 01:42:56,360
Speaker 7: the fans of the festival, this really wide variety of options,

1900
01:42:56,680 --> 01:42:57,080
Speaker 7: and you.

1901
01:42:57,040 --> 01:42:59,439
Speaker 3: Know, it's kind of what people come to Napa Valley

1902
01:42:59,479 --> 01:43:00,759
Speaker 3: for in a sense.

1903
01:43:01,040 --> 01:43:03,000
Speaker 7: Right, you come to Napa Valley for a long weekend,

1904
01:43:03,200 --> 01:43:05,080
Speaker 7: You're going to go to three or four wineries. You're

1905
01:43:05,120 --> 01:43:07,799
Speaker 7: going to go to uh maybe one or two day spas,

1906
01:43:07,800 --> 01:43:09,760
Speaker 7: you're going to go to, you know, three or four

1907
01:43:10,520 --> 01:43:13,760
Speaker 7: dinners out at different restaurants, And so people come to

1908
01:43:13,840 --> 01:43:17,160
Speaker 7: Napa uh with that in mind. They come to Bottle

1909
01:43:17,240 --> 01:43:19,559
Speaker 7: Rock with the same mentality where they really want to

1910
01:43:19,640 --> 01:43:22,120
Speaker 7: try a lot of different things, plan out their whole

1911
01:43:22,160 --> 01:43:24,679
Speaker 7: weekend of what restaurants, So I'm going to hit Friday,

1912
01:43:24,760 --> 01:43:26,840
Speaker 7: Saturday at Sunday, what wineries am I going to hit?

1913
01:43:27,160 --> 01:43:30,439
Speaker 7: What what specialty cocktails am I going to try? Et cetera,

1914
01:43:30,479 --> 01:43:34,280
Speaker 7: et cetera. And it's kind of thrown some of the

1915
01:43:34,280 --> 01:43:37,439
Speaker 7: the the tried and true, you know, festival people or

1916
01:43:37,439 --> 01:43:40,559
Speaker 7: industry people on on their head a little bit. You

1917
01:43:40,640 --> 01:43:42,880
Speaker 7: have too many menu items or you you know, you're

1918
01:43:42,920 --> 01:43:45,759
Speaker 7: trying to do too much on each on each menu

1919
01:43:46,160 --> 01:43:49,360
Speaker 7: or different bars. And we've actually found that that's totally

1920
01:43:49,880 --> 01:43:52,040
Speaker 7: uh not the case at Bottle Rock. And maybe that's

1921
01:43:52,080 --> 01:43:54,720
Speaker 7: the case for a different festival, but for Bottle Rock,

1922
01:43:54,760 --> 01:43:57,240
Speaker 7: every year we've seen we've been able to add a

1923
01:43:57,240 --> 01:43:59,880
Speaker 7: few more little things, and our food and beverage per

1924
01:43:59,880 --> 01:44:01,800
Speaker 7: ca apps continue to go up.

1925
01:44:02,760 --> 01:44:06,240
Speaker 1: Okay, uh, there was a comment earlier that you guys

1926
01:44:06,240 --> 01:44:09,800
Speaker 1: were involved in other events then Bottle Rock and your

1927
01:44:09,880 --> 01:44:12,400
Speaker 1: Latino Festival. What are those events?

1928
01:44:13,960 --> 01:44:18,960
Speaker 2: Well, we do middle buying for for organizations, companies, etc.

1929
01:44:19,200 --> 01:44:24,280
Speaker 2: That want to have private events. We do buying for

1930
01:44:25,439 --> 01:44:29,639
Speaker 2: a PGA event that takes place in Napa every single year.

1931
01:44:30,680 --> 01:44:37,200
Speaker 2: We do some hard ticket shows locally here in Napa

1932
01:44:37,760 --> 01:44:40,960
Speaker 2: and then co pro's you know, during the festival throughout

1933
01:44:41,360 --> 01:44:45,639
Speaker 2: the Bay area. So that's kind of what someone might

1934
01:44:45,640 --> 01:44:46,360
Speaker 2: have been referring to.

1935
01:44:47,160 --> 01:44:51,519
Speaker 9: Yeah, and we've done small festivals at wineries and Sinoma

1936
01:44:51,600 --> 01:44:55,600
Speaker 9: and and you know, well, as things pop up that

1937
01:44:55,600 --> 01:44:58,479
Speaker 9: that meat, you know, out alignment with what we're trying

1938
01:44:58,520 --> 01:45:01,400
Speaker 9: to do, call it brown wise, called quality wise, then

1939
01:45:01,760 --> 01:45:04,439
Speaker 9: we'll dive into it. But we'd rather do fewer things

1940
01:45:04,439 --> 01:45:07,320
Speaker 9: than do it really well versus just trying to add

1941
01:45:07,320 --> 01:45:08,519
Speaker 9: more and more things.

1942
01:45:08,600 --> 01:45:13,200
Speaker 1: To the point, Okay, to what degree is Bottle Rock

1943
01:45:13,760 --> 01:45:18,960
Speaker 1: localized to Napa? Where could it be replicable replicated elsewhere?

1944
01:45:19,280 --> 01:45:23,920
Speaker 1: You know, there are certain Lollapalooza acl those are city festivals.

1945
01:45:24,360 --> 01:45:29,439
Speaker 1: Coachella is a destination festival. East Coast festivals. You always

1946
01:45:29,520 --> 01:45:34,240
Speaker 1: have issues of weather, but I'm not aware of anybody

1947
01:45:34,320 --> 01:45:39,920
Speaker 1: doing a festival at this scale that is upscale both

1948
01:45:39,960 --> 01:45:43,920
Speaker 1: in food and experience have you guys thought about expanding

1949
01:45:43,960 --> 01:45:47,880
Speaker 1: to another area thought about it?

1950
01:45:50,200 --> 01:45:54,639
Speaker 9: We've been approached on it a ton of times. Yeah,

1951
01:45:54,760 --> 01:45:56,479
Speaker 9: and all three of us could answer this one. Maybe

1952
01:45:56,560 --> 01:45:59,920
Speaker 9: I'll chime in. But there's certain things that we do

1953
01:46:00,120 --> 01:46:02,479
Speaker 9: that are transferable. Like we said, if we just focused

1954
01:46:02,520 --> 01:46:06,120
Speaker 9: on on like a quality standard to everything that it

1955
01:46:06,160 --> 01:46:08,599
Speaker 9: goes from, Like is there dust in the air naut

1956
01:46:08,680 --> 01:46:11,840
Speaker 9: and do you pay double for trash service to make

1957
01:46:11,840 --> 01:46:13,880
Speaker 9: sure there's nothing on the ground. I mean you could

1958
01:46:13,880 --> 01:46:18,120
Speaker 9: do that anywhere. Well, you can't translate to everywhere. Is

1959
01:46:18,760 --> 01:46:22,080
Speaker 9: the local creation like if if in Napa, it's that

1960
01:46:22,160 --> 01:46:25,400
Speaker 9: relationship with all the wineries and the restaurants and all

1961
01:46:25,439 --> 01:46:27,720
Speaker 9: the people that have the ability to come and make

1962
01:46:27,840 --> 01:46:30,880
Speaker 9: this a special experience in this geography, you go do

1963
01:46:30,960 --> 01:46:32,800
Speaker 9: the same exact thing in the Hamptons.

1964
01:46:33,200 --> 01:46:35,639
Speaker 8: And we were doing it. A couple of things.

1965
01:46:35,680 --> 01:46:38,880
Speaker 9: One is, do we have all those contacts, we can

1966
01:46:38,920 --> 01:46:41,240
Speaker 9: go run a festival there. You can everybody can roll

1967
01:46:41,280 --> 01:46:43,600
Speaker 9: out of stage and book artists and there'd be a

1968
01:46:43,680 --> 01:46:46,320
Speaker 9: viable venue and do the operation side of it. But

1969
01:46:46,640 --> 01:46:50,120
Speaker 9: to make it differentiated in our opinion, needed to go

1970
01:46:50,240 --> 01:46:54,439
Speaker 9: really deep and really really detailed, because we're into every

1971
01:46:54,560 --> 01:46:57,599
Speaker 9: every square inch and make it making it special.

1972
01:46:57,840 --> 01:47:00,320
Speaker 8: And then the other thing is a lot of high

1973
01:47:00,400 --> 01:47:01,599
Speaker 8: end areas.

1974
01:47:01,920 --> 01:47:04,280
Speaker 9: Right if you said pay Sun Valley's nice, and so

1975
01:47:04,439 --> 01:47:06,400
Speaker 9: is Aspen and so as I can mentioned the Hampton's

1976
01:47:06,400 --> 01:47:10,120
Speaker 9: and all those there's there's not hotels for forty thousand

1977
01:47:10,120 --> 01:47:13,759
Speaker 9: people in those areas, right, It's it becomes an issue

1978
01:47:13,760 --> 01:47:16,840
Speaker 9: with how to get people too in and out of

1979
01:47:17,840 --> 01:47:19,880
Speaker 9: some of those events. So we've been we've approach with

1980
01:47:20,000 --> 01:47:23,439
Speaker 9: ideas all the time, but either there's a logistic issue

1981
01:47:23,479 --> 01:47:25,840
Speaker 9: to say we can do that, but do you know

1982
01:47:25,880 --> 01:47:28,479
Speaker 9: you're going to max at eighteen thousand people, and at

1983
01:47:28,520 --> 01:47:30,439
Speaker 9: eighteen thousand people you're going to lose a bunch of money,

1984
01:47:30,520 --> 01:47:32,080
Speaker 9: So we're not interested, you know.

1985
01:47:32,280 --> 01:47:35,599
Speaker 8: Or it's we don't think we personally.

1986
01:47:35,160 --> 01:47:38,720
Speaker 9: Have the contacts and the team in that geography to

1987
01:47:38,840 --> 01:47:41,120
Speaker 9: make it really detailed and really special.

1988
01:47:42,160 --> 01:47:44,719
Speaker 1: What about like Coachello where they went to two weekends.

1989
01:47:44,800 --> 01:47:48,479
Speaker 1: Is that something you guys are thinking about, Well, we.

1990
01:47:48,520 --> 01:47:52,920
Speaker 2: Just went to two weekends, but that's with by adding

1991
01:47:52,920 --> 01:47:56,360
Speaker 2: an additional festival the weekend night or so similar to

1992
01:47:56,479 --> 01:48:01,520
Speaker 2: lat Yeah sorry, Jason, yes, similar to kind of Coachella

1993
01:48:01,920 --> 01:48:07,600
Speaker 2: adding stagecoach Bottle Rock is added launda okay.

1994
01:48:07,200 --> 01:48:09,639
Speaker 1: But is there enough demand you only have forty four

1995
01:48:09,680 --> 01:48:13,479
Speaker 1: thousand tickets that you could do it another weekend, Well

1996
01:48:13,360 --> 01:48:13,800
Speaker 1: we have.

1997
01:48:13,760 --> 01:48:21,599
Speaker 11: Seventy seven thousand tickets. But it's it's it's questionable, and

1998
01:48:23,320 --> 01:48:25,240
Speaker 11: it it really is.

1999
01:48:25,200 --> 01:48:29,519
Speaker 2: A lot of work on the wineries themselves and the

2000
01:48:29,560 --> 01:48:35,559
Speaker 2: restaurants themselves. They are there, they have limited resources and

2001
01:48:35,720 --> 01:48:39,840
Speaker 2: limited staff, and they're bringing all of that for much

2002
01:48:39,880 --> 01:48:44,720
Speaker 2: of that staff to Bottle Rock for that weekend. And

2003
01:48:44,760 --> 01:48:47,400
Speaker 2: it's not just that weekend that they show up, as

2004
01:48:47,439 --> 01:48:50,519
Speaker 2: you know, it's it's it's all of the planning and

2005
01:48:50,600 --> 01:48:53,880
Speaker 2: all of the resource allocation. And so there is an

2006
01:48:53,880 --> 01:48:57,840
Speaker 2: opportunity cost for those businesses as well, because many of

2007
01:48:57,840 --> 01:49:01,080
Speaker 2: those businesses shut down during that that that time period

2008
01:49:01,080 --> 01:49:04,200
Speaker 2: and others try to stay stay stay up with both.

2009
01:49:04,720 --> 01:49:08,640
Speaker 2: So it's really a constraint for for the local businesses

2010
01:49:08,840 --> 01:49:11,360
Speaker 2: that we work with. And it's Jason has mentioned that

2011
01:49:11,520 --> 01:49:15,080
Speaker 2: is the majority of that consistent majority of the companies

2012
01:49:15,120 --> 01:49:18,280
Speaker 2: that we work with. We call it napotism, and we

2013
01:49:18,360 --> 01:49:22,160
Speaker 2: have a bias towards businesses and in NAPA and working

2014
01:49:22,160 --> 01:49:25,920
Speaker 2: with those businesses, and so our finger on the pulse

2015
01:49:26,000 --> 01:49:30,400
Speaker 2: is that you know, one weekends enough for them. With

2016
01:49:30,400 --> 01:49:34,400
Speaker 2: with Lunda, there will be a couple of crossover kind

2017
01:49:34,439 --> 01:49:37,760
Speaker 2: of restaurant partners, et cetera that will do both.

2018
01:49:37,800 --> 01:49:40,880
Speaker 1: But for the most part, we will have a.

2019
01:49:40,840 --> 01:49:45,280
Speaker 2: Whole different crew of restaurants all Latino at at Luanda,

2020
01:49:45,560 --> 01:49:48,080
Speaker 2: and the food and beverage, the beverage program will be

2021
01:49:48,200 --> 01:49:51,639
Speaker 2: very different than what we we we have at Otto Rock.

2022
01:49:53,400 --> 01:49:55,720
Speaker 1: Just to go into that a little bit, that's two

2023
01:49:55,800 --> 01:49:58,439
Speaker 1: days instead of three, and how a're ticket sales?

2024
01:49:59,600 --> 01:50:03,439
Speaker 2: Yes, two days instead of three and ticket sales went

2025
01:50:03,520 --> 01:50:09,320
Speaker 2: really well. We anticipate being at a sellout either by

2026
01:50:09,439 --> 01:50:13,400
Speaker 2: May or end of May. So we didn't know what

2027
01:50:13,479 --> 01:50:15,360
Speaker 2: it was going to go, and we should be sold

2028
01:50:15,360 --> 01:50:17,360
Speaker 2: out this year in our first year.

2029
01:50:18,160 --> 01:50:22,080
Speaker 1: We're all three guys knowing what you know now, if

2030
01:50:22,120 --> 01:50:24,599
Speaker 1: we went back to the beginning, would you do this?

2031
01:50:27,120 --> 01:50:31,120
Speaker 2: We say that all the time, and everyone that said

2032
01:50:31,160 --> 01:50:33,360
Speaker 2: we were crazy was right. So let's just put that

2033
01:50:33,439 --> 01:50:36,320
Speaker 2: out there and all of the reasons they said that

2034
01:50:36,360 --> 01:50:41,479
Speaker 2: we were crazy, they were right. That said, knowing what

2035
01:50:41,600 --> 01:50:47,519
Speaker 2: I know now, I would do it again. It's been

2036
01:50:48,240 --> 01:50:57,200
Speaker 2: a remarkable experience personally, professionally, we built a really fantastic team.

2037
01:50:57,720 --> 01:51:00,240
Speaker 2: It is a close knit team, with the exception of

2038
01:51:00,600 --> 01:51:03,120
Speaker 2: the first year when we didn't know what we needed

2039
01:51:03,120 --> 01:51:06,320
Speaker 2: to do and therefore we hired the wrong people. After

2040
01:51:06,360 --> 01:51:08,519
Speaker 2: that year, when we figured out what we needed, we

2041
01:51:08,640 --> 01:51:10,560
Speaker 2: hired the right people and they have all stuck with

2042
01:51:10,760 --> 01:51:14,200
Speaker 2: us and we've we've we've spent you know, almost eleven

2043
01:51:14,280 --> 01:51:18,519
Speaker 2: years now together, you know, same people working on this.

2044
01:51:20,120 --> 01:51:23,400
Speaker 2: We've been able to do this while being in NAPA,

2045
01:51:23,960 --> 01:51:26,920
Speaker 2: the three of us with our families, raise our families here.

2046
01:51:27,560 --> 01:51:32,559
Speaker 2: It's taken our friendship, the friendship that Jason and Justin

2047
01:51:32,600 --> 01:51:36,680
Speaker 2: and I have through a level that I don't know

2048
01:51:36,800 --> 01:51:40,320
Speaker 2: exists out there in many friendships. Maybe it does, but

2049
01:51:40,479 --> 01:51:42,519
Speaker 2: I'll put our friendship up up there with the best

2050
01:51:42,520 --> 01:51:46,200
Speaker 2: of them because we've we've we've seen each other at

2051
01:51:46,240 --> 01:51:49,439
Speaker 2: our worst moments so many times, and we've seen each

2052
01:51:49,479 --> 01:51:52,600
Speaker 2: other at our best moment so many times. And to

2053
01:51:52,680 --> 01:51:56,559
Speaker 2: go through that together and to have known each other

2054
01:51:56,640 --> 01:51:58,320
Speaker 2: that for such a long period and to be able

2055
01:51:58,400 --> 01:51:59,799
Speaker 2: to do that, it's it's something special.

2056
01:52:00,040 --> 01:52:01,599
Speaker 1: So I would do it all over again.

2057
01:52:01,680 --> 01:52:02,240
Speaker 2: Absolutely.

2058
01:52:03,040 --> 01:52:04,360
Speaker 1: How about the other two here?

2059
01:52:04,720 --> 01:52:08,920
Speaker 9: Yeah, I feel like in the hindsight given what Dave

2060
01:52:09,040 --> 01:52:11,800
Speaker 9: just mentioned, which I agree with all of it, it

2061
01:52:11,840 --> 01:52:13,800
Speaker 9: would be hard to say you wouldn't do it again, right,

2062
01:52:13,800 --> 01:52:17,040
Speaker 9: because it's been such a special part of our lives.

2063
01:52:17,080 --> 01:52:18,479
Speaker 8: It didn't start that way at all.

2064
01:52:18,600 --> 01:52:22,000
Speaker 9: It started as one of the most stressful things, including

2065
01:52:22,120 --> 01:52:24,280
Speaker 9: you know, wives asking what and the hell were you

2066
01:52:24,280 --> 01:52:24,880
Speaker 9: guys thinking?

2067
01:52:24,920 --> 01:52:25,960
Speaker 8: What is going on here?

2068
01:52:26,560 --> 01:52:29,400
Speaker 9: But it obviously turned out the way it did, so

2069
01:52:29,439 --> 01:52:31,719
Speaker 9: we could say, hey, this is all amazing, everybody should

2070
01:52:31,720 --> 01:52:33,240
Speaker 9: do this, But it's just the opposite.

2071
01:52:33,320 --> 01:52:33,479
Speaker 1: Right.

2072
01:52:33,520 --> 01:52:37,200
Speaker 8: What Dave described is.

2073
01:52:36,560 --> 01:52:40,280
Speaker 9: Accurate because it's really really unique and it's special, and

2074
01:52:40,320 --> 01:52:42,160
Speaker 9: like I said, our the fact that our employees like

2075
01:52:42,160 --> 01:52:45,240
Speaker 9: no one ever leaves. Everyone's like with us to stay

2076
01:52:45,280 --> 01:52:47,880
Speaker 9: as soon as they become part of the team. That's

2077
01:52:47,960 --> 01:52:50,760
Speaker 9: pretty great. And then the next person comes along and

2078
01:52:50,800 --> 01:52:53,240
Speaker 9: this happens all the time. Oh hey, I was thinking

2079
01:52:53,280 --> 01:52:55,680
Speaker 9: about doing my own festival in this What do you

2080
01:52:55,720 --> 01:53:00,320
Speaker 9: guys think? And where I I don't know about that.

2081
01:53:00,800 --> 01:53:04,400
Speaker 9: I don't because we're quick to say, you know, there's

2082
01:53:04,439 --> 01:53:05,880
Speaker 9: reasons why we don't take this.

2083
01:53:05,960 --> 01:53:07,719
Speaker 8: And do it again all over the place.

2084
01:53:07,800 --> 01:53:08,000
Speaker 1: Right.

2085
01:53:08,160 --> 01:53:11,439
Speaker 9: It takes a special combination of everything that you just

2086
01:53:11,520 --> 01:53:15,599
Speaker 9: heard and the festival business is really hard, right, It's

2087
01:53:15,680 --> 01:53:18,519
Speaker 9: really hard to get all of those pieces and parts

2088
01:53:18,840 --> 01:53:22,479
Speaker 9: to work in sync and have everything lined up. So

2089
01:53:23,000 --> 01:53:25,400
Speaker 9: it's it's not like, hey, this is a home run,

2090
01:53:25,520 --> 01:53:27,799
Speaker 9: everybody should do it. It's it's kind of the opposite

2091
01:53:27,840 --> 01:53:29,880
Speaker 9: of that, you know. It's like we've learned enough to

2092
01:53:30,000 --> 01:53:33,439
Speaker 9: know how to not, you know, lean over our skis

2093
01:53:33,560 --> 01:53:37,320
Speaker 9: in some irresponsible way, or even guide other people who

2094
01:53:37,400 --> 01:53:39,920
Speaker 9: are thinking about being in the festival business and kind

2095
01:53:39,960 --> 01:53:42,040
Speaker 9: of lead them astray because there's a lot of a

2096
01:53:42,080 --> 01:53:43,840
Speaker 9: lot of a lot of tombstones out there.

2097
01:53:45,960 --> 01:53:47,640
Speaker 1: Jason, okay, Jason.

2098
01:53:47,800 --> 01:53:50,240
Speaker 7: Yeah, these, I mean these I always the order of

2099
01:53:50,360 --> 01:53:52,800
Speaker 7: the way we talk Bob is, Dave goes first, Justin

2100
01:53:52,880 --> 01:53:55,400
Speaker 7: goes second, and I always go third, and I usually

2101
01:53:55,479 --> 01:53:58,360
Speaker 7: speak the least because they take all the good all

2102
01:53:58,400 --> 01:53:59,479
Speaker 7: the good fruit off the tree.

2103
01:54:00,280 --> 01:54:03,720
Speaker 3: But yeah, I couldn't disagree with I couldn't agree with

2104
01:54:03,760 --> 01:54:06,240
Speaker 3: them more. Although we do disagree.

2105
01:54:05,960 --> 01:54:09,840
Speaker 7: Plenty, I couldn't agree with them more. It's been an

2106
01:54:09,880 --> 01:54:14,160
Speaker 7: extraordinary life experience, you know, Dave said. Personally and professionally,

2107
01:54:14,840 --> 01:54:18,720
Speaker 7: there's there's you know, we've all been in other careers. Yeah,

2108
01:54:18,720 --> 01:54:21,000
Speaker 7: I'm fifty two and so I've been around the block

2109
01:54:21,040 --> 01:54:24,120
Speaker 7: a couple of times. There's nothing that I've ever experienced

2110
01:54:24,200 --> 01:54:27,920
Speaker 7: or know anybody that's not in the festival business that

2111
01:54:27,920 --> 01:54:32,640
Speaker 7: that that goes through the experiences that the highs, the lows,

2112
01:54:32,800 --> 01:54:37,400
Speaker 7: the gut punches, the exhilaration of putting on a festival.

2113
01:54:37,480 --> 01:54:41,320
Speaker 7: When you know when you hear the first founds come

2114
01:54:41,360 --> 01:54:44,960
Speaker 7: through the PA and the sites almost there, it's like,

2115
01:54:45,240 --> 01:54:48,520
Speaker 7: you know, this this chilling experience in a very positive

2116
01:54:48,560 --> 01:54:52,640
Speaker 7: way that you know you're you're not going to find

2117
01:54:52,640 --> 01:54:56,560
Speaker 7: at a desk job. And and this is a terrible analogy,

2118
01:54:56,600 --> 01:54:59,480
Speaker 7: but you know, when this team all comes together and

2119
01:54:59,520 --> 01:55:02,840
Speaker 7: we bring in and people, contractors that that work have

2120
01:55:02,960 --> 01:55:05,320
Speaker 7: worked for us for years, and we're all out there

2121
01:55:05,360 --> 01:55:08,800
Speaker 7: building the site, and the level of detail and pride

2122
01:55:08,800 --> 01:55:11,600
Speaker 7: that people put forth, it's it's kind of like what

2123
01:55:11,640 --> 01:55:15,280
Speaker 7: I would assume, you know, being in the military and

2124
01:55:15,560 --> 01:55:19,400
Speaker 7: you know some some sense of that, or a sports team.

2125
01:55:19,720 --> 01:55:22,080
Speaker 3: At the end of the festival, when it's over.

2126
01:55:21,960 --> 01:55:24,400
Speaker 7: Monday morning, you wake up and you're just so thankful

2127
01:55:24,440 --> 01:55:27,360
Speaker 7: it's it's all over, but also just so proud and

2128
01:55:27,440 --> 01:55:31,040
Speaker 7: excited that you guys pulled it off again, and you know,

2129
01:55:31,200 --> 01:55:34,560
Speaker 7: there's nothing else that I know of like that out there.

2130
01:55:34,840 --> 01:55:37,720
Speaker 3: So I always I'm the first guy. They always threatened

2131
01:55:37,720 --> 01:55:40,120
Speaker 3: that I'm out of here. You know, I'm going to

2132
01:55:40,160 --> 01:55:41,320
Speaker 3: be the first to quit this thing.

2133
01:55:42,040 --> 01:55:45,080
Speaker 7: Jokingly, but but you know, it's like in my veins,

2134
01:55:45,080 --> 01:55:45,840
Speaker 7: it's in my blood.

2135
01:55:45,840 --> 01:55:50,160
Speaker 3: I don't I don't think that's really the truth. And yeah,

2136
01:55:50,280 --> 01:55:50,960
Speaker 3: I guess I would.

2137
01:55:51,040 --> 01:55:55,240
Speaker 7: I would do it over again myself, even though, like

2138
01:55:55,280 --> 01:55:57,560
Speaker 7: I said, it almost killed us the first couple of years.

2139
01:55:58,480 --> 01:56:02,040
Speaker 1: Okay, I'm sure there's an exhamtiety in presenting the actual

2140
01:56:02,160 --> 01:56:06,200
Speaker 1: festivals over the weekends that occur. But you also talked

2141
01:56:06,200 --> 01:56:10,600
Speaker 1: about investing this year for dividends next year, for expectations

2142
01:56:10,680 --> 01:56:14,480
Speaker 1: next year. To what degree are you have an ongoing

2143
01:56:14,560 --> 01:56:18,000
Speaker 1: anxiety that this thing could fall apart or if you

2144
01:56:18,000 --> 01:56:21,120
Speaker 1: don't pay attention twenty four to seven, something go wrong.

2145
01:56:21,200 --> 01:56:23,000
Speaker 1: Is that in your heads where you say, oh, this

2146
01:56:23,040 --> 01:56:24,920
Speaker 1: is a smooth sailing ship. We've got it.

2147
01:56:25,560 --> 01:56:29,320
Speaker 2: Always it's always the anxiety is always in our in

2148
01:56:29,360 --> 01:56:35,360
Speaker 2: our on front very nice so to speak, I mean it, gosh,

2149
01:56:35,840 --> 01:56:37,200
Speaker 2: you know what, you know, what I'm thinking about right

2150
01:56:37,240 --> 01:56:43,240
Speaker 2: now is when we do our annual tabletop exercises for

2151
01:56:43,520 --> 01:56:46,760
Speaker 2: law enforcement and with law enforcement, and when you're sitting

2152
01:56:46,800 --> 01:56:52,920
Speaker 2: there with with FBI and Homeland Security and local police

2153
01:56:52,960 --> 01:56:55,400
Speaker 2: and fire and sheriffs, et cetera, and then you're going

2154
01:56:55,440 --> 01:56:58,360
Speaker 2: through scenarios of what you would do in this situation

2155
01:56:58,480 --> 01:57:01,320
Speaker 2: versus that situation. Jason just and night, every single year

2156
01:57:01,360 --> 01:57:06,520
Speaker 2: walk out of that meeting and go, what the fuck

2157
01:57:06,560 --> 01:57:09,360
Speaker 2: are we doing? And then you know, we breathe for

2158
01:57:09,400 --> 01:57:12,520
Speaker 2: about an hour or two and then we realized that, well,

2159
01:57:12,920 --> 01:57:16,640
Speaker 2: we're doing every single thing we possibly can to mitigate

2160
01:57:16,680 --> 01:57:17,400
Speaker 2: those risks.

2161
01:57:17,800 --> 01:57:20,880
Speaker 1: But man, it it it.

2162
01:57:20,040 --> 01:57:22,560
Speaker 2: It definitely it stays with us, and it stays with

2163
01:57:22,640 --> 01:57:24,960
Speaker 2: us year round because it's a big responsibility and it's

2164
01:57:24,960 --> 01:57:27,520
Speaker 2: within our community and you just want things to go well.

2165
01:57:28,480 --> 01:57:30,600
Speaker 2: And we're not even talking about the finances here right now.

2166
01:57:30,600 --> 01:57:33,080
Speaker 2: We're talking about the you know, the safety and the

2167
01:57:33,080 --> 01:57:38,320
Speaker 2: customer experience component first and foremost, and and then there's

2168
01:57:38,400 --> 01:57:42,600
Speaker 2: the anxiety of the of the finances. Right, So so yeah,

2169
01:57:42,680 --> 01:57:43,680
Speaker 2: it's it's a lot.

2170
01:57:44,080 --> 01:57:46,040
Speaker 8: Yeah, and it's a it's a fragile thing.

2171
01:57:46,200 --> 01:57:48,440
Speaker 9: Like I obviously all three of us agree with what

2172
01:57:48,520 --> 01:57:50,760
Speaker 9: Dave said in that terms of that guest experience and

2173
01:57:50,800 --> 01:57:54,880
Speaker 9: the and just the safety aspect is what could what

2174
01:57:55,000 --> 01:57:57,280
Speaker 9: could ruin it faster than anything else. So we've got

2175
01:57:57,360 --> 01:58:00,840
Speaker 9: a huge emphasis on that. But then on the way

2176
01:58:00,880 --> 01:58:04,520
Speaker 9: that anxiety carries over to everything. I mean, Jason knows

2177
01:58:04,560 --> 01:58:06,680
Speaker 9: this from what he was joking around about where I

2178
01:58:06,800 --> 01:58:09,240
Speaker 9: was fighting over sponsors, and I'll be the first to

2179
01:58:09,280 --> 01:58:12,240
Speaker 9: over exaggerate something to say, if we take that sponsor,

2180
01:58:12,600 --> 01:58:14,560
Speaker 9: it's the wrong brand and the wrong spot. That's the

2181
01:58:14,560 --> 01:58:18,000
Speaker 9: beginning of the end around here. Everything, everything's going to

2182
01:58:18,080 --> 01:58:20,680
Speaker 9: feed off that everyone's going to think that this is

2183
01:58:20,720 --> 01:58:23,280
Speaker 9: a different festival, and then the whole thing's going to dwindle,

2184
01:58:23,320 --> 01:58:25,320
Speaker 9: you know. Or we did actually just today we were

2185
01:58:25,360 --> 01:58:29,120
Speaker 9: talking about food and beverage pricing and there's this pressure,

2186
01:58:29,280 --> 01:58:32,839
Speaker 9: you know, from whether it's sponsors or concessionaire to raise prices.

2187
01:58:32,880 --> 01:58:34,280
Speaker 8: And then we went to the same thing.

2188
01:58:34,560 --> 01:58:37,040
Speaker 9: If we raise prices, that's what everyone else is doing,

2189
01:58:37,080 --> 01:58:39,800
Speaker 9: and everyone hates it. Well, as soon as we start,

2190
01:58:39,880 --> 01:58:42,000
Speaker 9: do you know, making this thing too expensive, that's the

2191
01:58:42,000 --> 01:58:44,880
Speaker 9: beginning of the end, you know. And so it's like

2192
01:58:44,960 --> 01:58:49,400
Speaker 9: this constant anxiety around not overpricing it, getting the security right,

2193
01:58:49,800 --> 01:58:53,280
Speaker 9: you know, making sure the experience is right again, investing

2194
01:58:53,320 --> 01:58:56,400
Speaker 9: in bands, even if the you know, in the culinary

2195
01:58:56,440 --> 01:58:58,520
Speaker 9: stage and things, even when the tickets are sold out.

2196
01:58:58,960 --> 01:59:01,040
Speaker 9: You know, it's really about you know, look into the

2197
01:59:01,080 --> 01:59:03,960
Speaker 9: future and making sure we don't screw things up, because

2198
01:59:04,520 --> 01:59:07,440
Speaker 9: festivals are pretty fragile, you know, once they start going

2199
01:59:07,480 --> 01:59:11,720
Speaker 9: the wrong direction, you know, people lose faith in a brand,

2200
01:59:11,360 --> 01:59:13,680
Speaker 9: and the brand is everything.

2201
01:59:15,800 --> 01:59:19,200
Speaker 1: Okay, to wrap it up, let's start with Jason. A

2202
01:59:19,280 --> 01:59:23,200
Speaker 1: peak experience from the actual festival. Since you guys have

2203
01:59:23,240 --> 01:59:23,840
Speaker 1: been doing it.

2204
01:59:24,960 --> 01:59:29,520
Speaker 7: Peak experience from the actual festival, well, I mean there's

2205
01:59:29,640 --> 01:59:33,360
Speaker 7: just so many I just touched on to me of

2206
01:59:33,720 --> 01:59:36,880
Speaker 7: one of the best experiences I have every year is

2207
01:59:37,360 --> 01:59:40,600
Speaker 7: like I said, you know, hundreds of people all coming

2208
01:59:40,600 --> 01:59:44,600
Speaker 7: together to kind of the production and the crew, if

2209
01:59:44,600 --> 01:59:47,520
Speaker 7: you will, coming together to build build what I hope

2210
01:59:47,520 --> 01:59:50,720
Speaker 7: you'll get to see this year, Bob, is in my opinion,

2211
01:59:50,800 --> 01:59:54,400
Speaker 7: one of the one of the most premium quality experiences.

2212
01:59:54,200 --> 01:59:58,040
Speaker 3: Of a festival that that that's out there.

2213
01:59:58,840 --> 02:00:00,360
Speaker 7: I try to say that as humbly as I can,

2214
02:00:00,480 --> 02:00:03,120
Speaker 7: but but I'm I'm pretty proud of what we do,

2215
02:00:04,440 --> 02:00:07,040
Speaker 7: you know, I mean, there's just so many the ability

2216
02:00:07,120 --> 02:00:10,120
Speaker 7: to you know, do this with Dave and justin every

2217
02:00:10,200 --> 02:00:13,440
Speaker 7: year we kind of have a group hug at the

2218
02:00:13,880 --> 02:00:15,960
Speaker 7: at the end on Sunday night, we have our first

2219
02:00:16,040 --> 02:00:18,960
Speaker 7: drink in maybe two three months because we all kind

2220
02:00:18,960 --> 02:00:22,720
Speaker 7: of abstained through the festival. Those will always be some

2221
02:00:22,800 --> 02:00:25,720
Speaker 7: of my favorite memories. Uh And and you.

2222
02:00:25,640 --> 02:00:26,360
Speaker 3: Know my family.

2223
02:00:26,440 --> 02:00:28,800
Speaker 7: I have a young now, a twelve year old and

2224
02:00:28,840 --> 02:00:31,240
Speaker 7: a ten year old, and you know, for them to

2225
02:00:31,360 --> 02:00:33,760
Speaker 7: now start to really get what's going on here and

2226
02:00:34,120 --> 02:00:36,280
Speaker 7: want to come and and be able to spend a

2227
02:00:36,280 --> 02:00:39,080
Speaker 7: little time in the sound mix with them is like

2228
02:00:40,080 --> 02:00:42,480
Speaker 7: for them that'll be an extraordinary experience that they'll never

2229
02:00:42,520 --> 02:00:44,760
Speaker 7: forget that. I'm glad I can be a part of

2230
02:00:44,840 --> 02:00:47,520
Speaker 7: so family and friends, I guess.

2231
02:00:47,640 --> 02:00:51,800
Speaker 9: Justin yeah, I mean there's there's there's a ton of

2232
02:00:52,400 --> 02:00:53,920
Speaker 9: things I can think of, And there's a lot on

2233
02:00:53,920 --> 02:00:56,000
Speaker 9: the artist side too, like what was special memory and

2234
02:00:56,560 --> 02:00:59,000
Speaker 9: all that. There's almost there's too many of those. So

2235
02:00:59,080 --> 02:01:00,600
Speaker 9: I was thinking, I'm not going to I'm not going

2236
02:01:00,680 --> 02:01:04,640
Speaker 9: to name a name an artist experience, but outside of that,

2237
02:01:05,280 --> 02:01:09,200
Speaker 9: something that resonates with me. And this doesn't necessarily happen

2238
02:01:09,720 --> 02:01:13,520
Speaker 9: only at the festival, but you know there's otherwise no

2239
02:01:13,560 --> 02:01:15,560
Speaker 9: one would know if they met me if I'm a

2240
02:01:15,560 --> 02:01:18,000
Speaker 9: part of this, you know you're a ball Rock founder

2241
02:01:18,120 --> 02:01:19,000
Speaker 9: or not, right, you wouldn't know.

2242
02:01:19,000 --> 02:01:19,640
Speaker 8: I'm just a guy.

2243
02:01:20,040 --> 02:01:22,280
Speaker 9: And then when people start talking to you about the

2244
02:01:22,280 --> 02:01:25,240
Speaker 9: festival and they say, you know, this is my favorite

2245
02:01:25,440 --> 02:01:27,880
Speaker 9: thing of the entire year, Like this is when my

2246
02:01:27,920 --> 02:01:30,280
Speaker 9: friends and I get together and it happens around town

2247
02:01:30,320 --> 02:01:31,160
Speaker 9: and NAPO, they don't.

2248
02:01:31,000 --> 02:01:31,440
Speaker 8: Know who you are.

2249
02:01:31,440 --> 02:01:33,920
Speaker 9: There's like, oh my god, I can't wait for Battle Rock.

2250
02:01:33,960 --> 02:01:36,840
Speaker 9: It's literally what I live for all year round, you know.

2251
02:01:36,960 --> 02:01:39,480
Speaker 9: And then I still don't introduce myself. I don't say anything.

2252
02:01:39,480 --> 02:01:42,440
Speaker 9: I just kind of just like inside your kind of smiling,

2253
02:01:42,480 --> 02:01:44,280
Speaker 9: like you know what that's worth it?

2254
02:01:44,480 --> 02:01:46,720
Speaker 8: Like all this kind of stress.

2255
02:01:46,360 --> 02:01:47,840
Speaker 9: That we go through all the year and all the

2256
02:01:47,920 --> 02:01:50,720
Speaker 9: on site build and how we're into every last detail

2257
02:01:50,760 --> 02:01:53,680
Speaker 9: and everyone's snipping at each other. It's like when you're

2258
02:01:53,720 --> 02:01:57,320
Speaker 9: making that many people you know, happy and creating memories

2259
02:01:57,360 --> 02:01:58,920
Speaker 9: for it. I know that sounds kind of corny, but

2260
02:01:59,040 --> 02:02:02,120
Speaker 9: it's it's the truth. It's uh, it makes it worth it.

2261
02:02:03,240 --> 02:02:03,480
Speaker 5: Dave.

2262
02:02:07,280 --> 02:02:09,880
Speaker 2: The two things I would say, one is what Jason said,

2263
02:02:09,880 --> 02:02:13,960
Speaker 2: which is the Justin and Jason and I at the

2264
02:02:14,080 --> 02:02:17,960
Speaker 2: end of the festival, after egress has been declared.

2265
02:02:19,600 --> 02:02:20,800
Speaker 1: You know, successful for.

2266
02:02:20,800 --> 02:02:24,400
Speaker 2: The third night, and we hug it out like that's

2267
02:02:24,400 --> 02:02:27,800
Speaker 2: a that's a moment I always look forward to, Like

2268
02:02:28,040 --> 02:02:31,080
Speaker 2: we just don't hear anyone around us, you know, it's

2269
02:02:31,120 --> 02:02:32,920
Speaker 2: just the three of us going, fuck, we did it,

2270
02:02:33,720 --> 02:02:34,440
Speaker 2: our team did it.

2271
02:02:34,880 --> 02:02:35,879
Speaker 1: That's really rewarding.

2272
02:02:36,120 --> 02:02:38,840
Speaker 2: I think one of the best experiences was just actually

2273
02:02:38,920 --> 02:02:45,080
Speaker 2: last year when the Peppers were playing and the let's

2274
02:02:45,080 --> 02:02:46,440
Speaker 2: say the shoot was locked down.

2275
02:02:47,320 --> 02:02:48,880
Speaker 1: They weren't letting anyone go through.

2276
02:02:50,240 --> 02:02:54,040
Speaker 2: And Jose Andrace, who loves the Peppers, is like asking

2277
02:02:54,080 --> 02:02:57,400
Speaker 2: me to help him get out, and I'm like, why

2278
02:02:57,400 --> 02:02:58,640
Speaker 2: do you want to go And He's just like, I

2279
02:02:58,680 --> 02:02:59,680
Speaker 2: got to get out, let me.

2280
02:02:59,760 --> 02:03:02,560
Speaker 1: Just help me. And I'm like all right, So, you know,

2281
02:03:02,600 --> 02:03:03,080
Speaker 1: I talked.

2282
02:03:02,920 --> 02:03:07,280
Speaker 2: To security and they let Jose leave like halfway through

2283
02:03:07,320 --> 02:03:11,040
Speaker 2: the set, and then Justin and I and Jason, Jason

2284
02:03:11,040 --> 02:03:14,560
Speaker 2: and Justin come back into our little compound area aig

2285
02:03:14,680 --> 02:03:17,640
Speaker 2: risk goes well, so we hug it out and Jose

2286
02:03:17,760 --> 02:03:23,240
Speaker 2: Andres is walking in with this massive pie and he

2287
02:03:23,280 --> 02:03:25,880
Speaker 2: had left, you know, a show that he really wanted

2288
02:03:25,920 --> 02:03:29,800
Speaker 2: to be at, just so he could make Justin and

2289
02:03:29,920 --> 02:03:34,560
Speaker 2: Jason and myself his favorite Paiea, because that's who he is,

2290
02:03:35,000 --> 02:03:37,839
Speaker 2: and it was just, it was just it was so meaningful.

2291
02:03:37,840 --> 02:03:40,600
Speaker 2: And notwithstanding the fact that I'm a pious snob, like

2292
02:03:40,680 --> 02:03:43,560
Speaker 2: I love and so I was so excited about that,

2293
02:03:43,680 --> 02:03:46,360
Speaker 2: but just like, what a good guy, and what a

2294
02:03:46,400 --> 02:03:48,520
Speaker 2: cool moment to be able to spend with Jason and

2295
02:03:48,720 --> 02:03:51,840
Speaker 2: Justin and jose just you know, having a good little

2296
02:03:52,080 --> 02:03:54,600
Speaker 2: bite and kind of celebrating the whole weekend. So that's

2297
02:03:54,640 --> 02:03:56,120
Speaker 2: probably one of the moments that I always remember.

2298
02:03:57,840 --> 02:03:59,800
Speaker 1: Okay, gentlemen, I think we've come to the end of

2299
02:03:59,800 --> 02:04:03,320
Speaker 1: the feeling we've known. I wanted to do this because

2300
02:04:03,720 --> 02:04:06,360
Speaker 1: you know, festivals are a dime a dozen. But when

2301
02:04:06,400 --> 02:04:09,440
Speaker 1: you guys talked when I heard you previously, I said, fuck,

2302
02:04:09,480 --> 02:04:12,080
Speaker 1: I want to go to that, which is almost never

2303
02:04:12,200 --> 02:04:15,920
Speaker 1: the case. You guys have certainly created something special. So

2304
02:04:16,080 --> 02:04:19,280
Speaker 1: once again, I want to thank you for taking time

2305
02:04:19,440 --> 02:04:23,200
Speaker 1: to speak with my audience. Until next time. This is

2306
02:04:23,280 --> 02:04:24,280
Speaker 1: Bob left Stets