1 00:00:01,760 --> 00:00:05,280 Speaker 1: You're listening to Math and Magic, a production. I heart radio. 2 00:00:07,840 --> 00:00:11,039 Speaker 1: I'm always a person that doesn't look back. You know. 3 00:00:11,080 --> 00:00:13,800 Speaker 1: I'm a guy who likes to tear down the rearview mirror, 4 00:00:14,200 --> 00:00:16,840 Speaker 1: and I always think about where I'm going, and I 5 00:00:16,920 --> 00:00:20,000 Speaker 1: think less about my failures. I'm a little bit like 6 00:00:20,000 --> 00:00:21,960 Speaker 1: a defensive back on a football team. I just got 7 00:00:22,000 --> 00:00:24,000 Speaker 1: burned for a touchdown. I always think I'm going to 8 00:00:24,079 --> 00:00:29,000 Speaker 1: intercept the ball. Hi, I'm Bob Pittman. Welcome to Math 9 00:00:29,080 --> 00:00:32,840 Speaker 1: and Magic. Stories from the Frontiers and Marketing. On this podcast, 10 00:00:32,960 --> 00:00:36,919 Speaker 1: we explore marketing and business through the two key marketing 11 00:00:36,960 --> 00:00:40,800 Speaker 1: concepts of analytics and creativity. Today we're gonna explore the 12 00:00:40,840 --> 00:00:45,240 Speaker 1: magic the creativity through a palette, smell and taste and 13 00:00:45,280 --> 00:00:48,519 Speaker 1: don't understand how that magic built a career and a 14 00:00:48,560 --> 00:00:54,200 Speaker 1: business for remarkable entrepreneur and creative Christian Navarro, the president 15 00:00:54,360 --> 00:01:02,240 Speaker 1: of Los Angeles based Wallets. He's been called the wine 16 00:01:02,280 --> 00:01:05,920 Speaker 1: Therapist to the Stars, Holly Wood's favorite wine expert, and 17 00:01:06,040 --> 00:01:09,760 Speaker 1: the Michael Jordan's of Wine. Born in Mexico City, raised 18 00:01:09,760 --> 00:01:12,200 Speaker 1: by a single mom in Palm Springs, he had his 19 00:01:12,319 --> 00:01:16,040 Speaker 1: first sip of wine at ten and demonstrated his amazing 20 00:01:16,120 --> 00:01:18,919 Speaker 1: nose before he was a teen. He's a high school 21 00:01:19,000 --> 00:01:22,600 Speaker 1: dropout who made good. He's been homeless and is now 22 00:01:22,600 --> 00:01:25,760 Speaker 1: on the board of an organization focused on helping the homeless. 23 00:01:26,160 --> 00:01:29,080 Speaker 1: He loves art, travel, and cooking, and I got to 24 00:01:29,080 --> 00:01:31,120 Speaker 1: know him over a decade ago and he helped us 25 00:01:31,200 --> 00:01:34,760 Speaker 1: launch cassadrac Ones tequila. But above all else, he's a 26 00:01:34,800 --> 00:01:38,440 Speaker 1: really great guy. Christian. Welcome, Hi Bob, thanks for having me. 27 00:01:38,640 --> 00:01:40,960 Speaker 1: This is a real big treat for me. Well, listen, 28 00:01:40,959 --> 00:01:43,160 Speaker 1: before we dig into your life and your lessons, and 29 00:01:43,160 --> 00:01:45,160 Speaker 1: you've got a lot of them, we want to explore 30 00:01:45,200 --> 00:01:50,920 Speaker 1: you in sixty seconds. Ready, Ready? Do you prefer sunrises 31 00:01:51,040 --> 00:01:59,920 Speaker 1: or sunsets, Palm Springs or Los Angeles? Red or white wine? Why? 32 00:02:00,280 --> 00:02:05,800 Speaker 1: Or tequila? Now it's tequila. A car or motorcycle both, 33 00:02:06,640 --> 00:02:15,520 Speaker 1: Picasso or Matisse, fiction or nonfiction, nonfiction? Cats or dogs? Dogs? Okay, 34 00:02:15,560 --> 00:02:17,800 Speaker 1: here we go. It's about to get harder. Smartest person 35 00:02:17,880 --> 00:02:22,679 Speaker 1: you know. It could be Mike Milkin, childhood hero, Leonardo 36 00:02:22,760 --> 00:02:25,480 Speaker 1: da Vinci. Okay, let's get a really hard for you. 37 00:02:25,760 --> 00:02:32,600 Speaker 1: Favorite wine, whateverything in my glass, favorite clothing designer. Right now, 38 00:02:32,639 --> 00:02:39,480 Speaker 1: it's Selene with Hetty Lemon, secret talent, struggling, guilty pleasure 39 00:02:40,040 --> 00:02:45,160 Speaker 1: watching TV game shows. So what would the title of 40 00:02:45,200 --> 00:02:50,880 Speaker 1: your autobiography be? I would say, perseverance and giving back. 41 00:02:51,680 --> 00:02:53,960 Speaker 1: All right, let's get going. I got to know Christian 42 00:02:54,040 --> 00:02:58,160 Speaker 1: when we launched Contadrogas tequila. Gonzalez, my co founder and 43 00:02:58,240 --> 00:03:01,720 Speaker 1: genius CEO of Consadragonas, I had a tasting party in 44 00:03:01,840 --> 00:03:04,040 Speaker 1: l A thrown by my friend and the founder of 45 00:03:04,120 --> 00:03:07,600 Speaker 1: Daily Candy, Danny Levy. She invited all the folks she 46 00:03:07,800 --> 00:03:12,200 Speaker 1: thought should know about this new tequila, and Christian you came. 47 00:03:12,960 --> 00:03:16,720 Speaker 1: You had great ideas, terrific advice, gave us such key 48 00:03:16,800 --> 00:03:19,600 Speaker 1: support in the early days and on through the development 49 00:03:19,600 --> 00:03:22,320 Speaker 1: of it. Turns out, of course, that lots of folks 50 00:03:22,360 --> 00:03:26,040 Speaker 1: look to you for your opinion, both consumers and others 51 00:03:26,120 --> 00:03:31,040 Speaker 1: in business restaurant tours, retailers, etcetera. And having your endorsement 52 00:03:31,200 --> 00:03:34,760 Speaker 1: was like gold. I was completely new to the spirits 53 00:03:34,800 --> 00:03:37,640 Speaker 1: business and had no idea who you really were when 54 00:03:37,720 --> 00:03:41,080 Speaker 1: you showed up, But in about a minute I realized 55 00:03:41,280 --> 00:03:44,400 Speaker 1: how special you were. Is that the way you usually 56 00:03:44,720 --> 00:03:47,160 Speaker 1: discovered new products, You just show up and here you 57 00:03:47,200 --> 00:03:50,880 Speaker 1: are and away you go. Well, you know, you know 58 00:03:51,000 --> 00:03:53,880 Speaker 1: this because you've discovered so many things yourself. It's a 59 00:03:53,960 --> 00:03:57,760 Speaker 1: feel and in any business, forget the product, it's the 60 00:03:57,800 --> 00:04:00,080 Speaker 1: people around it that really will end up making the 61 00:04:00,160 --> 00:04:03,360 Speaker 1: product what it is. You know, speaking about Castritragonist, I 62 00:04:03,400 --> 00:04:06,680 Speaker 1: was compelled to come here and discover this because you 63 00:04:06,680 --> 00:04:09,360 Speaker 1: guys are looking at it completely different. So I'm always 64 00:04:09,360 --> 00:04:12,520 Speaker 1: looking for things that are authentic, that I can believe in, 65 00:04:13,200 --> 00:04:15,640 Speaker 1: that I'd be proud of to share with my friends. 66 00:04:15,640 --> 00:04:17,839 Speaker 1: And that's how I do things. So when you find 67 00:04:17,880 --> 00:04:20,440 Speaker 1: the product that you love, how do you decide what 68 00:04:20,520 --> 00:04:22,679 Speaker 1: to do with it? I mean you must see tons 69 00:04:22,720 --> 00:04:25,560 Speaker 1: of products. How do you make that decision about what 70 00:04:25,640 --> 00:04:28,040 Speaker 1: fits where? Well, you know, I learned this from a 71 00:04:28,080 --> 00:04:30,279 Speaker 1: couple of my friends who are highly successful, and I said, 72 00:04:30,440 --> 00:04:32,279 Speaker 1: one of the greatest things you can do in life 73 00:04:32,440 --> 00:04:35,040 Speaker 1: is learned to listen. And if I find a product 74 00:04:35,080 --> 00:04:39,240 Speaker 1: I like, I really try to listen to what that 75 00:04:39,320 --> 00:04:41,719 Speaker 1: producer of that product is trying to do in the 76 00:04:41,760 --> 00:04:44,560 Speaker 1: world and what the product itself is trying to say. 77 00:04:44,640 --> 00:04:47,960 Speaker 1: And then I try to give advice on many directions. 78 00:04:48,000 --> 00:04:50,080 Speaker 1: You know, do you want to be a Budweiser or 79 00:04:50,080 --> 00:04:51,920 Speaker 1: do you want to be a Castro dragonist. You want 80 00:04:51,920 --> 00:04:53,400 Speaker 1: to go this way or you want to go that way, 81 00:04:53,720 --> 00:04:56,320 Speaker 1: And if you listen, you know most things in life 82 00:04:56,320 --> 00:05:00,440 Speaker 1: will come clear to you. So Hollywood is a tough 83 00:05:00,560 --> 00:05:04,080 Speaker 1: club to break into. Yep, here you are. You're the 84 00:05:04,160 --> 00:05:07,560 Speaker 1: go to wine expert for the stars. Was there one 85 00:05:07,640 --> 00:05:10,640 Speaker 1: big name that discovered you and your skills and brought 86 00:05:10,720 --> 00:05:14,200 Speaker 1: you into that exclusive club. Yeah, there's one guy who 87 00:05:14,200 --> 00:05:17,000 Speaker 1: I have most of my career to two guys, really, 88 00:05:17,000 --> 00:05:20,480 Speaker 1: but ones in Hollywood. It's named Michael Ovits. We still 89 00:05:20,600 --> 00:05:23,480 Speaker 1: do things together today. But in the eighties when I 90 00:05:23,520 --> 00:05:27,279 Speaker 1: first got into business, he and Mike Milkin were kings 91 00:05:27,279 --> 00:05:30,280 Speaker 1: of Los Angeles and for that part, kings of America 92 00:05:30,520 --> 00:05:34,359 Speaker 1: to a large extent. And he took a liking to me, 93 00:05:34,440 --> 00:05:37,520 Speaker 1: and at the time, CIA was really the only place 94 00:05:37,560 --> 00:05:40,800 Speaker 1: to be, and he turned me on to everyone in 95 00:05:40,839 --> 00:05:43,279 Speaker 1: Hollywood through his clients, and that's how it started. I 96 00:05:43,360 --> 00:05:45,719 Speaker 1: hoped most of it to Mike Milka and Mike Ovid's 97 00:05:46,160 --> 00:05:48,000 Speaker 1: how did you find them or how did they find you? 98 00:05:48,960 --> 00:05:52,240 Speaker 1: I was working in a wine store, basically sweeping floors 99 00:05:52,240 --> 00:05:54,440 Speaker 1: and helping them put wines in their basket, and we 100 00:05:54,480 --> 00:05:57,680 Speaker 1: started talking and I started articulated, and you know Ovid, 101 00:05:57,839 --> 00:06:00,560 Speaker 1: she really likes to discover things and disc ever people 102 00:06:00,600 --> 00:06:03,560 Speaker 1: and art and all these different things. And he was 103 00:06:03,640 --> 00:06:07,040 Speaker 1: just very supportive and had no problems with introducing me 104 00:06:07,200 --> 00:06:09,320 Speaker 1: to all of these people. I didn't even know who 105 00:06:09,400 --> 00:06:12,160 Speaker 1: they were at the time, and now I'm like one 106 00:06:12,200 --> 00:06:14,800 Speaker 1: of the old guys who know the old guys. But 107 00:06:15,880 --> 00:06:17,960 Speaker 1: Michael Ow did it all for me. I have to 108 00:06:18,000 --> 00:06:21,120 Speaker 1: tell you. So, I know you can't talk about specific people, 109 00:06:21,440 --> 00:06:24,679 Speaker 1: but are the stars still the big influencers for wine 110 00:06:24,680 --> 00:06:27,760 Speaker 1: and spirits? And how important is it for your business 111 00:06:27,800 --> 00:06:31,119 Speaker 1: to use their support and influence In the old days 112 00:06:31,880 --> 00:06:33,720 Speaker 1: When I was coming up in the eighties as well, 113 00:06:33,760 --> 00:06:38,239 Speaker 1: as you know, celebrity was everything. Now it's important because 114 00:06:38,240 --> 00:06:42,120 Speaker 1: they have great followings and influence and social media, etcetera, etcetera. 115 00:06:42,040 --> 00:06:46,200 Speaker 1: But now what we're starting to see their influencers, and 116 00:06:46,240 --> 00:06:49,760 Speaker 1: then there are influential people, and those influential people can 117 00:06:49,800 --> 00:06:53,679 Speaker 1: really change the path of things much how you're doing business, Bob. 118 00:06:53,760 --> 00:06:55,600 Speaker 1: I mean, you're not an influencer, but you're one of 119 00:06:55,600 --> 00:06:58,599 Speaker 1: the most influential men in the world, and you've created 120 00:06:58,640 --> 00:07:01,160 Speaker 1: a lot of opportunity for a lot of people. So 121 00:07:01,440 --> 00:07:05,039 Speaker 1: even though celebrity is important, it's becoming lesson less today. 122 00:07:05,440 --> 00:07:09,760 Speaker 1: It's interesting and when you think broadly about the lesson 123 00:07:09,800 --> 00:07:12,640 Speaker 1: you could share, because this podcast is about lessons, how 124 00:07:12,680 --> 00:07:17,120 Speaker 1: would you suggest people use Hollywood to establish products and brands? 125 00:07:17,160 --> 00:07:20,200 Speaker 1: Clearly which you've done, and spirits and wines which you've 126 00:07:20,200 --> 00:07:24,080 Speaker 1: been associated with have done well. I'm right now advising 127 00:07:24,240 --> 00:07:27,440 Speaker 1: a couple of celebrities in particular products which I can't 128 00:07:27,440 --> 00:07:29,640 Speaker 1: go into at the moment, but it will come clear soon. 129 00:07:30,440 --> 00:07:32,120 Speaker 1: Is I just can't put their name on it and 130 00:07:32,120 --> 00:07:34,960 Speaker 1: walk away and expect people to buy. They have to 131 00:07:34,960 --> 00:07:37,160 Speaker 1: be all in. You know. The way you were with 132 00:07:37,200 --> 00:07:40,280 Speaker 1: castragonis you put your own money into it, You put 133 00:07:40,320 --> 00:07:42,840 Speaker 1: your own energy into it, and so did a lot 134 00:07:42,840 --> 00:07:45,040 Speaker 1: of your friends. But you have to own it and 135 00:07:45,080 --> 00:07:48,120 Speaker 1: you have to really stand behind it. Let's take a 136 00:07:48,200 --> 00:07:51,760 Speaker 1: step back in time. I'm gonna get some context on you. 137 00:07:51,760 --> 00:07:54,400 Speaker 1: You were born in Mexico City, but your mom brought 138 00:07:54,400 --> 00:07:57,680 Speaker 1: you to the U s as a toddler. Why where 139 00:07:57,800 --> 00:08:02,080 Speaker 1: and how well? Why? You know the sixties um in 140 00:08:02,160 --> 00:08:05,480 Speaker 1: Mexico were a wild place. It wasn't about narcos, it 141 00:08:05,560 --> 00:08:08,680 Speaker 1: was about politicos in the sixties, and it was a 142 00:08:08,760 --> 00:08:13,920 Speaker 1: very volnable situation. And my father died in an unfortunate circumstance, 143 00:08:14,800 --> 00:08:17,360 Speaker 1: and so we came to the US basically in hiding, 144 00:08:18,000 --> 00:08:20,880 Speaker 1: and so my mother tried to americanize me, and so 145 00:08:20,960 --> 00:08:24,120 Speaker 1: we lived around the country. I lived in Kimberly, Idaho, 146 00:08:24,160 --> 00:08:28,400 Speaker 1: and tone Upon, Nevada and all over the place. It 147 00:08:28,560 --> 00:08:30,840 Speaker 1: was an out of need, not out of luck. So 148 00:08:31,240 --> 00:08:33,960 Speaker 1: you were a kid of the seventies, you were a 149 00:08:33,960 --> 00:08:38,160 Speaker 1: teen of the eighties, and you moved around a bit. 150 00:08:38,200 --> 00:08:41,160 Speaker 1: As you said, can you paint the picture of those 151 00:08:41,280 --> 00:08:44,400 Speaker 1: times where you grew up and what it was like? 152 00:08:44,840 --> 00:08:48,280 Speaker 1: What was that environment that that shaped you? For me, 153 00:08:49,240 --> 00:08:52,080 Speaker 1: you know, my mother ended up being a victim of 154 00:08:52,080 --> 00:08:56,840 Speaker 1: the seventies. So for me as a childhood in all honestly, 155 00:08:56,880 --> 00:09:02,080 Speaker 1: it wasn't pleasant. It was bitter, it was poor, it 156 00:09:02,200 --> 00:09:05,560 Speaker 1: was abusive, and it was cold. So my memories as 157 00:09:05,559 --> 00:09:09,240 Speaker 1: a child I've never been super great. But what it's done, 158 00:09:09,880 --> 00:09:14,880 Speaker 1: it now drives me really really hard to try to 159 00:09:14,920 --> 00:09:17,079 Speaker 1: make sure that these things don't happen to other people. 160 00:09:17,760 --> 00:09:20,840 Speaker 1: And you know, you had this tough childhood. But the 161 00:09:20,920 --> 00:09:23,400 Speaker 1: story goes that you had your first sip of wine 162 00:09:23,440 --> 00:09:27,720 Speaker 1: at ten, and you impress some seller masters very early 163 00:09:28,200 --> 00:09:32,080 Speaker 1: in your life with your smell. Can you tell that story. Yeah, 164 00:09:32,080 --> 00:09:35,000 Speaker 1: my mother was working as a cocktail waitress in a 165 00:09:35,040 --> 00:09:38,760 Speaker 1: restaurant and I guess there was any really called somalias 166 00:09:38,800 --> 00:09:40,960 Speaker 1: and those days O wine steward with one of those 167 00:09:41,120 --> 00:09:43,280 Speaker 1: testa band things around his neck, and as a joke, 168 00:09:43,360 --> 00:09:45,760 Speaker 1: he asked me to taste the wine, just a little 169 00:09:45,800 --> 00:09:48,080 Speaker 1: sip and I said, yeah, this kind of like strawberries, 170 00:09:48,280 --> 00:09:52,200 Speaker 1: and he was shocked that somehow I could articulate that. 171 00:09:52,840 --> 00:09:55,240 Speaker 1: I don't know if it was luck or I've got 172 00:09:55,240 --> 00:09:59,000 Speaker 1: this keen sense of smell and taste. That's it's even 173 00:09:59,000 --> 00:10:02,880 Speaker 1: in my dreams. So it's always been extremely important. And 174 00:10:03,400 --> 00:10:06,280 Speaker 1: at that point, at ten years old, I knew that 175 00:10:06,400 --> 00:10:09,240 Speaker 1: I had something different, but I didn't even really at 176 00:10:09,240 --> 00:10:11,200 Speaker 1: that time know what it is, because what I do 177 00:10:11,320 --> 00:10:15,360 Speaker 1: now didn't really exist in those days. So looking at 178 00:10:15,400 --> 00:10:18,160 Speaker 1: you today, and this is a podcast, so people can't 179 00:10:18,160 --> 00:10:20,840 Speaker 1: see you, but they can hear you, you're this refined, 180 00:10:20,920 --> 00:10:25,839 Speaker 1: elegant businessman. Those the ways of the world fits in anywhere. 181 00:10:25,920 --> 00:10:28,920 Speaker 1: I would have never imagined you were a high school 182 00:10:29,000 --> 00:10:32,200 Speaker 1: dropout and you were even homeless for a period of time. 183 00:10:32,600 --> 00:10:36,400 Speaker 1: How did that happen? Again? My mother was a victim 184 00:10:36,440 --> 00:10:39,520 Speaker 1: of the seventies, and then the seventies got worse and 185 00:10:39,600 --> 00:10:42,280 Speaker 1: I called it the eighties, and being in Palm Springs 186 00:10:42,280 --> 00:10:45,559 Speaker 1: in that era, it was a very wild time, and 187 00:10:45,840 --> 00:10:48,080 Speaker 1: you know, things got more difficult for my mother, and 188 00:10:48,360 --> 00:10:51,000 Speaker 1: it was more advantageous for my life and healthier for 189 00:10:51,080 --> 00:10:53,320 Speaker 1: my life if I didn't rive it home. And those days, 190 00:10:53,880 --> 00:10:55,960 Speaker 1: you know, there weren't computers and so on, so you 191 00:10:56,160 --> 00:10:59,120 Speaker 1: couldn't be tracked down. So being homeless was a different 192 00:10:59,120 --> 00:11:01,679 Speaker 1: sort of existence. And what did you learn? I mean, 193 00:11:01,920 --> 00:11:05,560 Speaker 1: nomad land when's picture of the year and suddenly there's 194 00:11:05,559 --> 00:11:09,600 Speaker 1: an interest in this view and this take on the world. 195 00:11:09,880 --> 00:11:12,960 Speaker 1: I know it wasn't a pleasant experience at all, but 196 00:11:13,120 --> 00:11:15,680 Speaker 1: it's certainly as you pointed out, shaped you what's the 197 00:11:15,760 --> 00:11:17,760 Speaker 1: lesson you took away from that, or that you can 198 00:11:17,840 --> 00:11:20,280 Speaker 1: see in you that came from that. Well, there's a 199 00:11:20,360 --> 00:11:22,920 Speaker 1: number of things. I use it as a teaching tool 200 00:11:22,960 --> 00:11:25,920 Speaker 1: now for others. We all remember the crash of oh eight, 201 00:11:26,240 --> 00:11:28,600 Speaker 1: you know, and I was a speaker to our staff 202 00:11:28,679 --> 00:11:31,320 Speaker 1: when it got very lean that I came from a 203 00:11:31,520 --> 00:11:34,440 Speaker 1: lesser position, eating out of dumpsters and so on, and 204 00:11:34,480 --> 00:11:36,240 Speaker 1: if I could make it here, then we can all 205 00:11:36,280 --> 00:11:40,760 Speaker 1: make it. So creating a calm during adverse times and 206 00:11:40,920 --> 00:11:43,959 Speaker 1: scary times, and then now even through the pandemic, this 207 00:11:44,160 --> 00:11:46,960 Speaker 1: sort of self assurance that I'm going to make it 208 00:11:47,000 --> 00:11:48,760 Speaker 1: through this, and I'm gonna make sure all of my 209 00:11:48,840 --> 00:11:50,720 Speaker 1: people make it through this as well. Because I've been 210 00:11:50,720 --> 00:11:55,400 Speaker 1: in a much harder position growing up until this pandemic 211 00:11:55,440 --> 00:11:58,280 Speaker 1: time and this financial crisis period, they didn't really have 212 00:11:58,320 --> 00:12:00,520 Speaker 1: the same effect on me as it does other people, 213 00:12:01,200 --> 00:12:04,040 Speaker 1: because I've been at the bottom, and if I can 214 00:12:04,240 --> 00:12:08,120 Speaker 1: use that energy to help people stay on top, then 215 00:12:08,160 --> 00:12:11,760 Speaker 1: I went and it makes me sleep well. You had 216 00:12:11,800 --> 00:12:16,319 Speaker 1: this tough childhood, You drop out of high school, you're homeless, 217 00:12:16,920 --> 00:12:20,360 Speaker 1: but you had an inflection point. You had a choice 218 00:12:21,040 --> 00:12:24,679 Speaker 1: two jobs. You could work at Penguin's yogurt shop or 219 00:12:24,679 --> 00:12:27,760 Speaker 1: at a wine shop. As the story goes, you actually 220 00:12:27,800 --> 00:12:30,760 Speaker 1: couldn't get the job you wanted, which was Penguin's yogurt shop, 221 00:12:31,120 --> 00:12:34,480 Speaker 1: so you had to take the wine shop job sweeping floors. 222 00:12:34,600 --> 00:12:37,640 Speaker 1: Can you tell us the story there? Yeah, the reason 223 00:12:37,679 --> 00:12:40,560 Speaker 1: I applied at Penguin's Yogurt and the wine store. It 224 00:12:40,600 --> 00:12:42,920 Speaker 1: was on the bus line that my girlfriend at the 225 00:12:43,000 --> 00:12:45,600 Speaker 1: time was going to u c l A. I could 226 00:12:45,640 --> 00:12:47,880 Speaker 1: read the bus to the job. She could then go 227 00:12:47,960 --> 00:12:49,920 Speaker 1: to u c l A. And it made it very easy. 228 00:12:50,040 --> 00:12:52,480 Speaker 1: But I really wanted that Penguins Yogurt jobs. I think 229 00:12:52,480 --> 00:12:55,720 Speaker 1: it made an hour more and that made the difference 230 00:12:55,720 --> 00:12:58,120 Speaker 1: if I was eating craft macaroni and cheese with water 231 00:12:58,640 --> 00:13:01,959 Speaker 1: or with milk. And that was a big thing at 232 00:13:01,960 --> 00:13:04,440 Speaker 1: that time in my life. And I didn't get that 233 00:13:04,559 --> 00:13:06,839 Speaker 1: job at Penguin Jogger because I didn't have a high 234 00:13:06,880 --> 00:13:10,600 Speaker 1: school diploma. And so, you know, God touched me and 235 00:13:10,600 --> 00:13:12,559 Speaker 1: said that you're gonna work at this wine store. And 236 00:13:12,720 --> 00:13:15,280 Speaker 1: here I am today talking to one of the great gurus. 237 00:13:15,360 --> 00:13:19,840 Speaker 1: So it's worked out. So fate dealt you the right card. 238 00:13:20,480 --> 00:13:23,640 Speaker 1: But how did you get from there up coming the 239 00:13:23,720 --> 00:13:27,560 Speaker 1: right hand to Steve Wallace who was Wallly's founder. You know, 240 00:13:27,880 --> 00:13:31,080 Speaker 1: it was a very odd situation because I had this 241 00:13:31,200 --> 00:13:33,480 Speaker 1: giant book of business and I was twenty four years 242 00:13:33,480 --> 00:13:36,200 Speaker 1: old and at the time I didn't even really know 243 00:13:36,280 --> 00:13:38,840 Speaker 1: what a book of business was. I was just helping 244 00:13:38,880 --> 00:13:41,480 Speaker 1: these guys and I had an advisor. His name is 245 00:13:41,520 --> 00:13:44,600 Speaker 1: Ralph Shapiro, who was a very big planthropist and businessman 246 00:13:44,600 --> 00:13:46,400 Speaker 1: in l a. And he says, go see my friend 247 00:13:46,440 --> 00:13:49,800 Speaker 1: Steve Wallace. Tell him about your book of business. He'll 248 00:13:49,880 --> 00:13:52,560 Speaker 1: hire you. He'll make you a partner, and you'll be 249 00:13:52,600 --> 00:13:55,160 Speaker 1: able to buy that house you always wanted. It was 250 00:13:55,160 --> 00:13:57,720 Speaker 1: twenty four years old and I got a tenth grade education. 251 00:13:57,840 --> 00:14:00,360 Speaker 1: I don't know anything, but I listened to this great 252 00:14:00,360 --> 00:14:02,520 Speaker 1: man and he sent me there and I went to 253 00:14:02,559 --> 00:14:05,320 Speaker 1: talk to Steve and it happened. I couldn't believe it. 254 00:14:05,400 --> 00:14:09,520 Speaker 1: It was shocking. But then I was with Steve, and 255 00:14:09,559 --> 00:14:12,400 Speaker 1: then he had a particular sort of cool style, and 256 00:14:12,440 --> 00:14:15,560 Speaker 1: he showed me so much more about the world. Help 257 00:14:15,600 --> 00:14:18,680 Speaker 1: me really developed who I am. Now? How did you 258 00:14:18,760 --> 00:14:21,280 Speaker 1: prepare yourself? I mean, you're given this opportunity, but I 259 00:14:21,360 --> 00:14:24,520 Speaker 1: know you. You didn't just take the opportunity. You worked 260 00:14:24,560 --> 00:14:26,720 Speaker 1: at it. What else did you do to round yourself 261 00:14:26,720 --> 00:14:29,840 Speaker 1: out to become the person you are today? From someone 262 00:14:29,880 --> 00:14:33,360 Speaker 1: who did not have a silver spoon, but worked very 263 00:14:33,400 --> 00:14:35,840 Speaker 1: hard to get where you are? Well, I think you 264 00:14:35,880 --> 00:14:38,720 Speaker 1: know somebody once told me, you know, the harder I work, 265 00:14:39,200 --> 00:14:41,440 Speaker 1: luckier I get so I really took that the heart, 266 00:14:41,800 --> 00:14:44,520 Speaker 1: and so you'll talk to my team now, you know. 267 00:14:44,520 --> 00:14:47,280 Speaker 1: And I still worked sixty eighty hours a week, and 268 00:14:47,360 --> 00:14:50,000 Speaker 1: I grind all the time. I'm up at four thirty. 269 00:14:50,120 --> 00:14:52,680 Speaker 1: But I know I'm not smarter than most, so I 270 00:14:52,720 --> 00:14:54,640 Speaker 1: just have to work twice as hard. And what I 271 00:14:54,680 --> 00:14:57,640 Speaker 1: try to do is I understand that culture is important, 272 00:14:58,000 --> 00:15:01,160 Speaker 1: style is important. All these things for the people I'm 273 00:15:01,200 --> 00:15:04,760 Speaker 1: trying to touch, those things are important. So I read 274 00:15:04,960 --> 00:15:07,040 Speaker 1: and I read, and I read, and I work, and 275 00:15:07,040 --> 00:15:08,800 Speaker 1: I work and I work and I give and I 276 00:15:08,840 --> 00:15:12,720 Speaker 1: give and I give, and so far, knock on word, 277 00:15:12,840 --> 00:15:16,160 Speaker 1: it's working out. So there must have been a moment, 278 00:15:16,320 --> 00:15:19,320 Speaker 1: you know, Steve Wallace brings jan you didn't know what 279 00:15:19,360 --> 00:15:22,800 Speaker 1: a book of business was. You're suddenly doing well, But 280 00:15:22,880 --> 00:15:25,680 Speaker 1: there has to be a moment in which the page 281 00:15:25,720 --> 00:15:28,720 Speaker 1: turned for you and you realized you could have a 282 00:15:28,760 --> 00:15:31,480 Speaker 1: life you never dreamed of. What was that moment that 283 00:15:31,520 --> 00:15:34,800 Speaker 1: turned the page for you? You know, it's really fairly 284 00:15:34,880 --> 00:15:38,960 Speaker 1: recently in when you know, I have two partners now 285 00:15:39,160 --> 00:15:41,080 Speaker 1: and one of my big gurus of life is again 286 00:15:41,120 --> 00:15:44,680 Speaker 1: named Maurice Marciano, and he was getting ready to retire 287 00:15:44,760 --> 00:15:47,120 Speaker 1: and He came on as an investor, but more as 288 00:15:47,120 --> 00:15:49,880 Speaker 1: an adviser, and he said to me, he goes, Christian, 289 00:15:49,960 --> 00:15:52,920 Speaker 1: what do you dream about? And at that time he 290 00:15:53,000 --> 00:15:56,400 Speaker 1: was referring to business primarily. No one had ever asked 291 00:15:56,400 --> 00:16:00,360 Speaker 1: me that question, and that just allowed my mind to 292 00:16:00,400 --> 00:16:04,200 Speaker 1: blow up that anything was possible, and I had this 293 00:16:04,240 --> 00:16:06,680 Speaker 1: great man next to me, Who's going to do that 294 00:16:07,000 --> 00:16:10,200 Speaker 1: with me. That was really the point where I finally 295 00:16:10,240 --> 00:16:13,080 Speaker 1: believed that I could do anything that I wanted to 296 00:16:13,840 --> 00:16:15,680 Speaker 1: if I did my homework and I worked twice as 297 00:16:15,720 --> 00:16:19,240 Speaker 1: hard as everybody off. We'll be right back with more 298 00:16:19,280 --> 00:16:30,800 Speaker 1: Math and Magic after this quick break. Welcome back to 299 00:16:30,880 --> 00:16:33,800 Speaker 1: Math and Magic. Let's hear more from my conversation with 300 00:16:33,880 --> 00:16:39,960 Speaker 1: Christian Navarro. So, you know, you talk about the Marciano brothers, 301 00:16:40,160 --> 00:16:42,760 Speaker 1: Paula Maurice for people who don't know they were the 302 00:16:42,840 --> 00:16:46,240 Speaker 1: co founders of Guests, were highly successful in business, sort 303 00:16:46,240 --> 00:16:49,360 Speaker 1: of successful and everything they touched. What did they and 304 00:16:49,520 --> 00:16:52,240 Speaker 1: you see in the future? They said, dream big? What 305 00:16:52,360 --> 00:16:55,760 Speaker 1: was it you saw that got them and got you excited? 306 00:16:56,720 --> 00:16:59,760 Speaker 1: You know, Wallace was a typical wine store that you 307 00:17:00,000 --> 00:17:03,280 Speaker 1: here everywhere, and you know I used to go to 308 00:17:03,280 --> 00:17:06,040 Speaker 1: Tower records them through all the records. By the records, 309 00:17:06,480 --> 00:17:08,200 Speaker 1: they went out of business. Then I used to go 310 00:17:08,280 --> 00:17:11,800 Speaker 1: to Blockbuster get a bunch of movies and candy watch movies. 311 00:17:12,160 --> 00:17:15,800 Speaker 1: They're out of business. I'm an antiquarium book collector. All 312 00:17:15,840 --> 00:17:17,600 Speaker 1: the bookstores are out of business. So I looked around 313 00:17:17,640 --> 00:17:21,280 Speaker 1: our sort of library style wine store and I said, 314 00:17:21,600 --> 00:17:23,760 Speaker 1: we're going to be out of business next we have 315 00:17:23,960 --> 00:17:26,600 Speaker 1: to change, and if we don't change, I'm gonna be 316 00:17:26,600 --> 00:17:30,879 Speaker 1: seng shoes next year. So I have this idea, what 317 00:17:30,960 --> 00:17:34,560 Speaker 1: do you think? And they said, wow, that sounds like fun. 318 00:17:34,800 --> 00:17:37,640 Speaker 1: Let's do it. That's how it started. And so how 319 00:17:37,640 --> 00:17:41,359 Speaker 1: did you articulate it? Hell? I articulated is my partners 320 00:17:41,440 --> 00:17:44,560 Speaker 1: or European? And I just described our favorite little dino 321 00:17:44,640 --> 00:17:47,080 Speaker 1: techas you know, in the great places around the world 322 00:17:47,080 --> 00:17:49,320 Speaker 1: that we would eat and drink and carry on. And 323 00:17:49,320 --> 00:17:51,800 Speaker 1: I said, why couldn't we do that in Beverly Hills 324 00:17:51,920 --> 00:17:53,359 Speaker 1: and then maybe do it all over the country and 325 00:17:53,400 --> 00:17:55,680 Speaker 1: all over the world. I think our friends would like it. 326 00:17:56,160 --> 00:17:58,040 Speaker 1: I said, yeah, I think our friends will like you too. 327 00:17:58,480 --> 00:18:01,399 Speaker 1: And then all of a sudden I found that everybody's 328 00:18:01,400 --> 00:18:03,639 Speaker 1: friends seemed to like it, and it's just sort of 329 00:18:04,040 --> 00:18:07,480 Speaker 1: snowball from there. So where are you now in that 330 00:18:07,560 --> 00:18:12,760 Speaker 1: journey of a wine and spirits retailer to where you 331 00:18:12,760 --> 00:18:16,200 Speaker 1: are today? Not everybody understands exactly what you've done with Wally's, 332 00:18:16,240 --> 00:18:18,760 Speaker 1: but give us a little bit of the overview. Well, 333 00:18:18,800 --> 00:18:22,399 Speaker 1: so Walies was a typical high end wine store, and 334 00:18:22,440 --> 00:18:24,920 Speaker 1: then with poem Raies coming in, I had this idea 335 00:18:25,000 --> 00:18:28,160 Speaker 1: to create experiential retail. And as we all know, it's 336 00:18:28,160 --> 00:18:31,600 Speaker 1: a challenge right now to get people's attention because there's 337 00:18:31,640 --> 00:18:34,160 Speaker 1: so much noise out there. And I had this idea 338 00:18:34,160 --> 00:18:38,320 Speaker 1: where you could buy, eat, drink, carry on all night 339 00:18:38,359 --> 00:18:41,679 Speaker 1: long here great music, meet new people that you'd never 340 00:18:41,800 --> 00:18:46,320 Speaker 1: meet before, and share the sort of really great experience, 341 00:18:46,359 --> 00:18:49,080 Speaker 1: sort of like a party, or it's almost like a 342 00:18:49,119 --> 00:18:53,680 Speaker 1: private club, but private club that everybody's welcome, and communal dining. 343 00:18:54,359 --> 00:18:55,800 Speaker 1: And you know you're gonna be sitting next to a 344 00:18:55,840 --> 00:18:58,959 Speaker 1: movie star who sitting next to maybe a sixth grade teacher, 345 00:18:59,440 --> 00:19:01,480 Speaker 1: sitting next to a janitor who's sitting next to a 346 00:19:01,560 --> 00:19:04,320 Speaker 1: captain of industry, or maybe even sitting next to you, Bob, 347 00:19:04,760 --> 00:19:06,720 Speaker 1: And you know, all of a sudden, you have these 348 00:19:06,760 --> 00:19:10,000 Speaker 1: conversations with people, and these are people normally you would 349 00:19:10,040 --> 00:19:13,679 Speaker 1: never ever talk to in your life. So it creates 350 00:19:13,720 --> 00:19:17,320 Speaker 1: a really exciting both for your brain and your stomach 351 00:19:17,359 --> 00:19:21,000 Speaker 1: and your mouth. This really great experience that's take on 352 00:19:21,040 --> 00:19:23,200 Speaker 1: this crazy life of its own. And you know, a 353 00:19:23,280 --> 00:19:26,080 Speaker 1: lot of people opposed there, and I've met there and 354 00:19:26,080 --> 00:19:28,879 Speaker 1: I've been invited to dozens of weddings. Now it's you know, 355 00:19:28,920 --> 00:19:31,200 Speaker 1: I don't like to say I'm proud of what we've done, 356 00:19:31,240 --> 00:19:33,040 Speaker 1: but I think we're on our way to a place 357 00:19:33,040 --> 00:19:35,080 Speaker 1: where I think we can be proud. So talk to 358 00:19:35,119 --> 00:19:40,719 Speaker 1: me a little bit about physical locations versus digital virtual locations. 359 00:19:41,680 --> 00:19:43,960 Speaker 1: So my dream is, and I'm talking to you, I'm 360 00:19:43,960 --> 00:19:46,199 Speaker 1: in Las Vegas right now. We're under construction at the 361 00:19:46,200 --> 00:19:48,879 Speaker 1: new Resorts World place where we're gonna be putting a 362 00:19:49,000 --> 00:19:54,000 Speaker 1: Wali's and I'm also putting a speakeasy underneath. So my 363 00:19:54,080 --> 00:19:56,160 Speaker 1: idea is to produce maybe ten or twelve of these 364 00:19:56,200 --> 00:20:00,720 Speaker 1: around the world and then tie everything to Electron. We're 365 00:20:00,720 --> 00:20:02,960 Speaker 1: gonna start it while we's television, so we're gonna have 366 00:20:03,000 --> 00:20:05,720 Speaker 1: this whole giant network where we're going to be able 367 00:20:05,760 --> 00:20:08,280 Speaker 1: to create this sort of line around the world, so 368 00:20:08,320 --> 00:20:10,520 Speaker 1: we'll be able to connect all of these people together. 369 00:20:11,160 --> 00:20:12,840 Speaker 1: You know, you know this better than anybody. Every said 370 00:20:12,840 --> 00:20:15,320 Speaker 1: for a while, radio is going away. We still need 371 00:20:15,320 --> 00:20:18,480 Speaker 1: to connect with people, right I listened to Ryan every morning. 372 00:20:19,200 --> 00:20:22,320 Speaker 1: It's better than ever. So people still need people. If 373 00:20:22,320 --> 00:20:25,439 Speaker 1: I can keep evolving and listening to my customers, I 374 00:20:25,440 --> 00:20:28,520 Speaker 1: don't think the brick and mortar should go away, and 375 00:20:28,560 --> 00:20:29,919 Speaker 1: I think if we do it right, it won't go 376 00:20:29,960 --> 00:20:31,960 Speaker 1: away because I still need to meet new people. I 377 00:20:32,000 --> 00:20:33,560 Speaker 1: want to meet new people. I want to see my 378 00:20:33,600 --> 00:20:36,800 Speaker 1: friends now. The electronic method is helping too, so we're 379 00:20:36,880 --> 00:20:40,360 Speaker 1: really trying to do both. So the wine business been 380 00:20:40,400 --> 00:20:45,720 Speaker 1: around a long time, Um, how has it changed? What's 381 00:20:45,760 --> 00:20:49,760 Speaker 1: what's it going through right now? Fundamentally, right now is 382 00:20:49,760 --> 00:20:53,000 Speaker 1: going through a major change in the wine business. There 383 00:20:53,000 --> 00:20:56,240 Speaker 1: were two or three guys that would say this is 384 00:20:56,280 --> 00:20:58,680 Speaker 1: a good wine or this is a bad one. Those 385 00:20:58,720 --> 00:21:01,720 Speaker 1: guys are now gone. And the way the world is changing, 386 00:21:02,160 --> 00:21:05,800 Speaker 1: it's becoming more communal. Now people want to hear from 387 00:21:05,800 --> 00:21:07,800 Speaker 1: their peers if it's good or bad. They don't want 388 00:21:07,880 --> 00:21:10,200 Speaker 1: one expert to say this is good or bad. It's 389 00:21:10,240 --> 00:21:12,840 Speaker 1: really going through a big change and wineries and a 390 00:21:12,920 --> 00:21:16,000 Speaker 1: lot of these big corporations are rushing to try to 391 00:21:16,119 --> 00:21:19,920 Speaker 1: change the way they are articulating the quality of their wine. 392 00:21:20,040 --> 00:21:24,000 Speaker 1: And that's by getting community to articulate how good the 393 00:21:24,040 --> 00:21:27,240 Speaker 1: wine is. So, as you know, I'd love tequila, but 394 00:21:27,480 --> 00:21:30,840 Speaker 1: sadly I'm not a wine drinker, know little about it, 395 00:21:30,880 --> 00:21:33,960 Speaker 1: but my friends do, and there are plenty of our 396 00:21:34,000 --> 00:21:35,840 Speaker 1: listeners who are interested in it. So I want to 397 00:21:36,080 --> 00:21:38,719 Speaker 1: steal a second of your time just so we can 398 00:21:38,720 --> 00:21:41,360 Speaker 1: give them a little tip here. Can you give them 399 00:21:41,640 --> 00:21:46,320 Speaker 1: two or three fantastic wines they may not know about, sure, 400 00:21:46,760 --> 00:21:49,159 Speaker 1: depending on where you're sitting, in your sort of style 401 00:21:49,240 --> 00:21:51,560 Speaker 1: of what you like to drink. And there are new 402 00:21:51,760 --> 00:21:56,560 Speaker 1: really cool wines coming out every day, and this creates 403 00:21:56,560 --> 00:21:59,080 Speaker 1: the evolution the way it did in music. We does 404 00:21:59,119 --> 00:22:02,840 Speaker 1: the music food and wine is still very similar. You know. 405 00:22:02,840 --> 00:22:06,640 Speaker 1: There's a very interesting Spanish wine called Lopez de Heredia 406 00:22:06,720 --> 00:22:11,760 Speaker 1: out of Rioha. Generally fairly inexpensive but delicious. It's light, 407 00:22:12,080 --> 00:22:15,440 Speaker 1: but it gives you lots of flavor. There's also a 408 00:22:15,480 --> 00:22:18,120 Speaker 1: wine in Passa Robust made by a friend of mine 409 00:22:18,400 --> 00:22:22,879 Speaker 1: called Alexander Vineyards, and Passa robusts it creates an incredible 410 00:22:22,960 --> 00:22:26,720 Speaker 1: value in cabernet. So there's a couple of different wines 411 00:22:26,760 --> 00:22:29,720 Speaker 1: that that gives some interests that aren't crazy expensive, but 412 00:22:30,000 --> 00:22:34,320 Speaker 1: really gives you high quality taste. So let me extend 413 00:22:34,400 --> 00:22:36,480 Speaker 1: it a little bit. When I got into this world 414 00:22:36,520 --> 00:22:39,320 Speaker 1: through Cassa jo Ganis and my love of tequila, one 415 00:22:39,359 --> 00:22:42,600 Speaker 1: of the surprises was how much the wine experts knew 416 00:22:42,600 --> 00:22:46,320 Speaker 1: about tequila and that that nose and palette that taste 417 00:22:46,680 --> 00:22:49,280 Speaker 1: worked just as well in spirits. How do you think 418 00:22:49,280 --> 00:22:53,560 Speaker 1: about tequila? You know, for me, tequila is just beginning, 419 00:22:54,520 --> 00:22:58,840 Speaker 1: and I think it's for me, the greatest spirit in 420 00:22:58,880 --> 00:23:02,679 Speaker 1: the world. It's all natural. You know. You can have 421 00:23:02,720 --> 00:23:06,080 Speaker 1: it with food like no other beverage. You can have 422 00:23:06,200 --> 00:23:08,080 Speaker 1: at the party, you can have it to sip, you 423 00:23:08,119 --> 00:23:10,320 Speaker 1: can have it to enjoy with dinner. And I really 424 00:23:10,320 --> 00:23:13,080 Speaker 1: think that tequila is just starting. And people say, oh, 425 00:23:13,080 --> 00:23:15,440 Speaker 1: there are a bunch of tequila brands out there, let 426 00:23:15,440 --> 00:23:18,639 Speaker 1: me tell you, the world has not even discovered tequila yet. 427 00:23:19,000 --> 00:23:21,280 Speaker 1: In America, only in the number of states has really 428 00:23:21,280 --> 00:23:24,040 Speaker 1: caught on. It's going to catch on more and tequila 429 00:23:24,119 --> 00:23:27,399 Speaker 1: is going to go down as the world's greatest, greatest spirit, 430 00:23:27,720 --> 00:23:30,320 Speaker 1: the only issue is is can we grow enough of 431 00:23:30,400 --> 00:23:35,000 Speaker 1: gove to be able to feed the world's hunger for it. 432 00:23:35,000 --> 00:23:37,200 Speaker 1: It takes a long time to grow one of those plants, 433 00:23:37,800 --> 00:23:40,640 Speaker 1: six eight years for good at God, Yeah, it's crazy. Well, 434 00:23:40,840 --> 00:23:43,040 Speaker 1: you know we've got with concentragans. I'm gonna get a 435 00:23:43,080 --> 00:23:45,200 Speaker 1: little advice from a year as long as I got you. 436 00:23:45,520 --> 00:23:48,280 Speaker 1: We've got the super smooth Hooven, the expensive one, We've 437 00:23:48,280 --> 00:23:51,280 Speaker 1: got the tasty Blanco. We've got the new full bodied 438 00:23:51,720 --> 00:23:55,400 Speaker 1: double barrel on Yejo, white, blue and black labels. How 439 00:23:55,400 --> 00:23:59,680 Speaker 1: do you think those three play together? Well, I think 440 00:24:00,000 --> 00:24:03,399 Speaker 1: you know, when you released your first cashortor Gonness, it 441 00:24:03,560 --> 00:24:08,600 Speaker 1: was the reference standard, high quality, top tequila in the world. 442 00:24:09,440 --> 00:24:12,720 Speaker 1: Then you came out with your lesser expensive Blanco, which 443 00:24:12,760 --> 00:24:16,040 Speaker 1: was great on every day. You know, people could afford 444 00:24:16,040 --> 00:24:18,359 Speaker 1: to drink that. But what was missing I think was 445 00:24:18,400 --> 00:24:22,080 Speaker 1: you're in the how that sort of really helps extend 446 00:24:22,200 --> 00:24:24,919 Speaker 1: your brand. And the color of the bottle, which is 447 00:24:25,080 --> 00:24:28,560 Speaker 1: that sort of almost black on the blue, is striking 448 00:24:28,640 --> 00:24:31,359 Speaker 1: the packaging and all your products together. You see that 449 00:24:31,400 --> 00:24:34,760 Speaker 1: blue sort of like you know, we have Wally's green, 450 00:24:35,119 --> 00:24:38,320 Speaker 1: your Cashort guns blue. People can see it across the ruin. 451 00:24:38,359 --> 00:24:42,479 Speaker 1: They instantaneously know whatever that is, it's quality. And what 452 00:24:42,480 --> 00:24:44,240 Speaker 1: I'd like to see you guys do is add something 453 00:24:44,240 --> 00:24:48,600 Speaker 1: that's even older at some point, and that would really 454 00:24:48,680 --> 00:24:52,520 Speaker 1: extend your brand. I I believe, well, your your vice 455 00:24:52,520 --> 00:24:54,800 Speaker 1: has always been great. So believe me, when I get 456 00:24:54,800 --> 00:24:57,080 Speaker 1: off this, I'm gonna called batte and say, Okay, here's 457 00:24:57,080 --> 00:24:59,840 Speaker 1: what I got from Christian. You know, the smartest Tequila 458 00:25:00,040 --> 00:25:02,160 Speaker 1: is that I know she's probably been working on it already. 459 00:25:02,680 --> 00:25:05,800 Speaker 1: She is so smart and so great. Absolutely, I think 460 00:25:06,119 --> 00:25:08,960 Speaker 1: you guys are just beginning. And you know I love 461 00:25:09,000 --> 00:25:11,120 Speaker 1: your product, as you know, and I'm a big supporter 462 00:25:11,200 --> 00:25:14,000 Speaker 1: of it as you know, and you know I'm going 463 00:25:14,040 --> 00:25:15,520 Speaker 1: to be a supporter for the rest of my life. 464 00:25:15,560 --> 00:25:19,120 Speaker 1: It's something I really believe in. Style, classic and taste 465 00:25:19,560 --> 00:25:22,080 Speaker 1: a rarity in this world. You're in our history book 466 00:25:22,160 --> 00:25:25,400 Speaker 1: with a major chapter there. You know, Wally's has been 467 00:25:25,440 --> 00:25:28,720 Speaker 1: your life's mission and you're continued to transform it into 468 00:25:28,720 --> 00:25:30,119 Speaker 1: all of it. I think there are a lot of 469 00:25:30,160 --> 00:25:33,240 Speaker 1: people listening today who aren't in this business but are 470 00:25:33,320 --> 00:25:37,800 Speaker 1: going through transformations. What worked better than expected in the 471 00:25:37,840 --> 00:25:43,080 Speaker 1: transformation process and what failed. I'm always a person that 472 00:25:43,240 --> 00:25:45,960 Speaker 1: doesn't look back. You know, I'm a guy who likes 473 00:25:46,000 --> 00:25:49,000 Speaker 1: to tear down the rearview mirror, and I always think 474 00:25:49,000 --> 00:25:52,280 Speaker 1: about where I'm going, and I think less about my failures. 475 00:25:53,000 --> 00:25:54,800 Speaker 1: I'm a little bit like a defensive back on a 476 00:25:54,800 --> 00:25:57,040 Speaker 1: football team and just got burned for a touchdown. I 477 00:25:57,040 --> 00:25:59,160 Speaker 1: always think I'm going to intercept the ball sort of thing. 478 00:25:59,760 --> 00:26:03,200 Speaker 1: It's experiential retail thing that we've created, you know, poem 479 00:26:03,320 --> 00:26:05,000 Speaker 1: Race and I. We thought it was going to be 480 00:26:05,040 --> 00:26:07,000 Speaker 1: fun for our friends and we'd have some cheeseboards that 481 00:26:07,080 --> 00:26:10,359 Speaker 1: maybe have a tequiler two and hang out. And now 482 00:26:10,520 --> 00:26:12,640 Speaker 1: we've got people from all over the world really really 483 00:26:12,680 --> 00:26:15,880 Speaker 1: chasing us hard for this model. And you know, that 484 00:26:16,200 --> 00:26:18,399 Speaker 1: has worked a lot better than I ever dreamed it could. 485 00:26:19,119 --> 00:26:21,760 Speaker 1: My hats off to them for giving me the energy 486 00:26:21,760 --> 00:26:24,119 Speaker 1: to be able to do that. And then the other side, 487 00:26:24,560 --> 00:26:26,400 Speaker 1: you know, I had a couple of crazy ideas about 488 00:26:26,400 --> 00:26:29,240 Speaker 1: getting in the auction business, which we weren't very successful with, 489 00:26:29,359 --> 00:26:31,680 Speaker 1: and I learned from that. I can't be all things 490 00:26:31,720 --> 00:26:35,520 Speaker 1: to all people. I have to know what I dream about, 491 00:26:36,359 --> 00:26:38,520 Speaker 1: and I have to just chase that and not over 492 00:26:38,600 --> 00:26:41,919 Speaker 1: extend myself past things that don't really get all of 493 00:26:41,960 --> 00:26:44,960 Speaker 1: my attention. So let's talk a little bit about company 494 00:26:45,000 --> 00:26:48,760 Speaker 1: culture and employees. How did you get your employees to 495 00:26:48,840 --> 00:26:52,960 Speaker 1: embrace this new vision, this new mission. You know, I 496 00:26:53,400 --> 00:26:56,919 Speaker 1: again have a very close relationship with most of my staff. 497 00:26:57,040 --> 00:26:59,639 Speaker 1: We have, you know, near five hundred employees. Now I 498 00:26:59,720 --> 00:27:03,240 Speaker 1: think harder and harder, but I think the first thing 499 00:27:03,359 --> 00:27:05,680 Speaker 1: is that you have to be able to articulate your 500 00:27:05,760 --> 00:27:08,560 Speaker 1: dream and your story. And I know that you've done 501 00:27:08,600 --> 00:27:10,520 Speaker 1: this over the years with a number of the companies 502 00:27:10,560 --> 00:27:12,880 Speaker 1: that you've been involved with, and being able to communicate 503 00:27:13,480 --> 00:27:16,639 Speaker 1: and articulate your dream. And then they see you working 504 00:27:16,680 --> 00:27:20,040 Speaker 1: side by side with them even though they're the employee, 505 00:27:20,760 --> 00:27:23,720 Speaker 1: and they know that you're willing to lift that way 506 00:27:23,960 --> 00:27:26,800 Speaker 1: just as much as they are to get this dream. 507 00:27:26,920 --> 00:27:29,480 Speaker 1: That's where you start to get the buy in, right, 508 00:27:29,560 --> 00:27:31,480 Speaker 1: once they understand the vision and then they see that 509 00:27:31,520 --> 00:27:34,040 Speaker 1: you're going to do anything that you can, even doing 510 00:27:34,840 --> 00:27:37,919 Speaker 1: a job that's not an executive job, cleaning the toilet 511 00:27:37,920 --> 00:27:40,879 Speaker 1: bowls or whatever. Then they know you're completely committed. And 512 00:27:40,920 --> 00:27:43,160 Speaker 1: that's what people want. They want to believe, We all 513 00:27:43,160 --> 00:27:46,080 Speaker 1: want to believe. So how do you start with the 514 00:27:46,440 --> 00:27:48,879 Speaker 1: sleep Vegas. You're going to start with a whole new 515 00:27:49,000 --> 00:27:52,720 Speaker 1: operation there. You're going to have incredible people, big vision. 516 00:27:52,760 --> 00:27:56,360 Speaker 1: It's sort of you know your vision on steroids. How 517 00:27:56,359 --> 00:27:59,400 Speaker 1: are you gonna find the people on BOARDOM and get 518 00:27:59,440 --> 00:28:03,359 Speaker 1: them aligned with this mission. I have a few people 519 00:28:03,400 --> 00:28:05,720 Speaker 1: that I've worked with for a long time that know 520 00:28:06,000 --> 00:28:11,360 Speaker 1: exactly the kind of personality that I'm looking for. I'm 521 00:28:11,359 --> 00:28:14,920 Speaker 1: looking for characters, people who are free thinking, people who 522 00:28:14,920 --> 00:28:18,920 Speaker 1: are critical thinkers. Other than than being perfect waiters are 523 00:28:19,000 --> 00:28:22,680 Speaker 1: perfect blind store clerks. I want personality and people can 524 00:28:22,680 --> 00:28:25,760 Speaker 1: think on their feet and listen to the customer. So 525 00:28:25,840 --> 00:28:29,280 Speaker 1: we search for that particular person and good help. As 526 00:28:29,280 --> 00:28:31,200 Speaker 1: you know, it's always hard to find in any business. 527 00:28:31,680 --> 00:28:34,240 Speaker 1: But we try to let people know that we have 528 00:28:34,320 --> 00:28:36,480 Speaker 1: a real dream and a real vision and that we're 529 00:28:36,480 --> 00:28:39,280 Speaker 1: doing something different and that seems exciting for a lot 530 00:28:39,320 --> 00:28:41,760 Speaker 1: of people in our business. It's allowing us to be 531 00:28:41,840 --> 00:28:46,280 Speaker 1: able to grab some really interesting talent around and that 532 00:28:46,360 --> 00:28:48,520 Speaker 1: allows us a little more casthtra downst here and there. 533 00:28:49,440 --> 00:28:53,040 Speaker 1: We love that. So let's go to the pandemic. I mean, 534 00:28:53,200 --> 00:28:55,160 Speaker 1: I've never seen anything like it in my life. I've 535 00:28:55,160 --> 00:28:58,440 Speaker 1: never imagined it was possible hundred year flood seems like 536 00:28:58,600 --> 00:29:01,640 Speaker 1: nothing compared to what we all had to endure. How 537 00:29:01,640 --> 00:29:05,000 Speaker 1: did it hit your business and how did you adjust 538 00:29:05,040 --> 00:29:09,320 Speaker 1: to it? It affected us greatly, affected most businesses greatly 539 00:29:09,400 --> 00:29:13,320 Speaker 1: to the negative. It really affected hospitality restaurants and hotels 540 00:29:13,440 --> 00:29:16,200 Speaker 1: perhaps the worst. We are also went back to that 541 00:29:16,280 --> 00:29:19,200 Speaker 1: old wine store model where we could deliver products and 542 00:29:19,200 --> 00:29:22,200 Speaker 1: you could buy online. So even though it did greatly 543 00:29:22,200 --> 00:29:26,600 Speaker 1: affect us, we were able to persevere and develop a 544 00:29:26,640 --> 00:29:30,480 Speaker 1: whole new sort of catering delivery food company that we 545 00:29:30,600 --> 00:29:33,520 Speaker 1: never had. So one door closes and another door opens, 546 00:29:33,680 --> 00:29:36,640 Speaker 1: you know, we discovered something new. There's a lot of 547 00:29:36,680 --> 00:29:40,400 Speaker 1: pay for many of us, but through that there's great light. 548 00:29:40,640 --> 00:29:43,120 Speaker 1: And now we have a whole another portion of our 549 00:29:43,160 --> 00:29:46,320 Speaker 1: company that's continuing to thrive. That's allowing me to hire 550 00:29:46,360 --> 00:29:49,520 Speaker 1: back even more people. So there are some good things 551 00:29:49,600 --> 00:29:53,160 Speaker 1: that came out of that. You are known for extraordinary 552 00:29:53,400 --> 00:29:56,280 Speaker 1: customer service. How far will you go? You've got any 553 00:29:56,280 --> 00:29:58,800 Speaker 1: great stories about how far you go for customer service? 554 00:29:59,280 --> 00:30:01,280 Speaker 1: I can't say that name, but there's a very famous 555 00:30:01,320 --> 00:30:05,560 Speaker 1: movie star whose wife was shooting a movie in Hungry 556 00:30:05,720 --> 00:30:10,320 Speaker 1: and it was her birthday. She was born in and 557 00:30:10,640 --> 00:30:12,840 Speaker 1: he called me two days before he says, I need 558 00:30:12,880 --> 00:30:18,800 Speaker 1: this case of Petrus gift draft and delivered to her 559 00:30:18,840 --> 00:30:23,600 Speaker 1: in Hungry And I said, what that's not gonna happen, said, 560 00:30:23,680 --> 00:30:25,360 Speaker 1: I really needed to happen. So what I did is 561 00:30:25,440 --> 00:30:30,040 Speaker 1: I bought my employee of ticket. I mean, bring gift wrapping, 562 00:30:30,560 --> 00:30:33,520 Speaker 1: bring all the stuff for the box, food to Hungry, 563 00:30:33,680 --> 00:30:36,479 Speaker 1: put it all together, handed her the gift and came 564 00:30:36,520 --> 00:30:38,959 Speaker 1: back to the plane the next day. If I can 565 00:30:39,000 --> 00:30:42,920 Speaker 1: make my customers happy, we'll do anything. That's an amazing story. 566 00:30:43,400 --> 00:30:45,920 Speaker 1: So you've come a long way. You've talked about this 567 00:30:46,040 --> 00:30:49,600 Speaker 1: dichotomy of the life you've led. If you could go 568 00:30:49,680 --> 00:30:51,880 Speaker 1: back and give advice to your twenty year old self, 569 00:30:51,920 --> 00:30:57,120 Speaker 1: what would that vice be. Believe in yourself and everything's 570 00:30:57,160 --> 00:31:01,280 Speaker 1: gonna be okay. You know, the fear is always the 571 00:31:01,360 --> 00:31:05,720 Speaker 1: hardest part, that fear of the unknown. But if you 572 00:31:05,880 --> 00:31:09,200 Speaker 1: have a strong will, you will survive. Christian we end 573 00:31:09,360 --> 00:31:12,040 Speaker 1: each episode of Math and Magic by giving a nod 574 00:31:12,320 --> 00:31:14,600 Speaker 1: to math and magic, to the science and art of 575 00:31:14,680 --> 00:31:18,240 Speaker 1: marketing and business. Now in your world, who would you 576 00:31:18,360 --> 00:31:20,760 Speaker 1: give the nod to for being the superstar on the 577 00:31:20,880 --> 00:31:23,520 Speaker 1: science analytical or math side, and who would you give 578 00:31:23,600 --> 00:31:26,880 Speaker 1: that nod to on the creative side, the ardor magic side. 579 00:31:27,840 --> 00:31:30,360 Speaker 1: You know, living or dead is the question. Either one 580 00:31:30,680 --> 00:31:33,480 Speaker 1: will take them all. For me, I said this earlier 581 00:31:33,560 --> 00:31:36,240 Speaker 1: in the conversation. I'm all about Leonardo da Vinci. He 582 00:31:36,520 --> 00:31:39,400 Speaker 1: was you know when it says Renaissance fan, he's the guy. 583 00:31:40,160 --> 00:31:43,480 Speaker 1: It's a draftsman, engineer at the Rio, sculptor, painter, architects. 584 00:31:43,520 --> 00:31:47,440 Speaker 1: I it's all these things. And also he painted a 585 00:31:47,480 --> 00:31:49,520 Speaker 1: couple of paintings still your Man era of Bona Lisa 586 00:31:49,600 --> 00:31:53,200 Speaker 1: in the Last Supper. I mean, this guy was probably 587 00:31:53,200 --> 00:31:55,239 Speaker 1: one of the most amazing human things that that's ever 588 00:31:55,360 --> 00:31:58,800 Speaker 1: been born. So I think about him quite a bit, 589 00:31:59,360 --> 00:32:01,960 Speaker 1: and you know, I really pay attention to the many 590 00:32:02,080 --> 00:32:04,800 Speaker 1: things that he does and how you know, we start 591 00:32:04,840 --> 00:32:07,160 Speaker 1: out of the box, and I love people who think 592 00:32:07,200 --> 00:32:11,160 Speaker 1: outside the box in the living ones today and even 593 00:32:11,320 --> 00:32:14,120 Speaker 1: what Sean Parker said, Bob, you're a hero of mine. 594 00:32:14,280 --> 00:32:18,240 Speaker 1: You've done so many things across so many businesses, and 595 00:32:18,360 --> 00:32:22,000 Speaker 1: you're one of the true entrepreneur thinkers that I know 596 00:32:22,160 --> 00:32:24,680 Speaker 1: on planet Earth. And I wouldn't be here on this 597 00:32:24,880 --> 00:32:28,240 Speaker 1: podcast if it weren't you. You inspire me and you 598 00:32:28,320 --> 00:32:30,720 Speaker 1: give me a lot of energy. You're very nice. Well 599 00:32:30,800 --> 00:32:34,680 Speaker 1: believe me, I'm sucking up your energy too. I appreciate it. Christian. 600 00:32:34,720 --> 00:32:37,000 Speaker 1: I am a great admire of what you've built in 601 00:32:37,120 --> 00:32:40,360 Speaker 1: our building and by the way, forever grateful for the 602 00:32:40,440 --> 00:32:43,160 Speaker 1: important and early support as we build Costa Jovanis in 603 00:32:43,240 --> 00:32:47,200 Speaker 1: that ongoing support and idea generation from you. Thanks for that, 604 00:32:47,960 --> 00:32:51,240 Speaker 1: and thanks for joining us today. Well, I love you, 605 00:32:51,400 --> 00:32:55,720 Speaker 1: Thank you so much. Here are a few things I 606 00:32:55,880 --> 00:32:59,400 Speaker 1: learned from my conversation with Christian. One, if it ain't broke, 607 00:33:00,000 --> 00:33:04,040 Speaker 1: exit Wallis was a successful enterprise even before Christian joined 608 00:33:04,080 --> 00:33:07,120 Speaker 1: the team. But rather than rest on his laurels, he 609 00:33:07,240 --> 00:33:11,480 Speaker 1: was determined to innovate, and he did beautifully. To let 610 00:33:11,600 --> 00:33:15,280 Speaker 1: life's challenges inform, but not limit your goals, instead of 611 00:33:15,400 --> 00:33:18,560 Speaker 1: letting his early obstacles keep him from dreaming big. When 612 00:33:18,680 --> 00:33:21,920 Speaker 1: Christian sets a goal, he, in his own words, tears 613 00:33:22,120 --> 00:33:26,360 Speaker 1: down the rear view mirror and moves forward. Three Trends 614 00:33:26,480 --> 00:33:30,480 Speaker 1: come and go, but connection remains vital. If you make 615 00:33:30,600 --> 00:33:33,840 Speaker 1: connection the heartbeat of your business, your product will never 616 00:33:33,920 --> 00:33:37,880 Speaker 1: go out of style. Four And naturally, I learned which 617 00:33:37,960 --> 00:33:48,400 Speaker 1: wines will make me a hero? Thanks for listening. I'm 618 00:33:48,480 --> 00:33:53,520 Speaker 1: Bob Pittman. That's it for today's episode. Thanks so much 619 00:33:53,600 --> 00:33:55,920 Speaker 1: for listening to Math and Magic, a production of I 620 00:33:56,080 --> 00:33:59,560 Speaker 1: Heart Radio. The show is hosted by Bob Pittman. Special 621 00:33:59,600 --> 00:34:02,720 Speaker 1: thanks to Sue Schillinger for booking and wrangling are wonderful talent, 622 00:34:02,800 --> 00:34:06,680 Speaker 1: which is no small feat Nikkiatore for pulling research, Bill 623 00:34:06,760 --> 00:34:09,759 Speaker 1: Plax and Michael Asar for their recording help, our editor 624 00:34:09,920 --> 00:34:13,600 Speaker 1: Ryan Murdoch, and of course Gayle Raoul, Eric Angel, Noel 625 00:34:13,840 --> 00:34:16,760 Speaker 1: Mango and everyone who helped bring this show to your ears. 626 00:34:17,120 --> 00:34:17,960 Speaker 1: Until next time,