All right, all right. Brian and Brian, Mr. Linton, welcome to the show. How are you? I'm good.

Very good. Thank you. I'm very excited to speak with you today, man. So you built a $20 million

dollar outdoor apparel brand, and now you are building this luxury wilderness retreat empire.

And I'm curious for the first question of this podcast of today's show

is, how do you think about brand? Because you started your brand before all of these dollar

signs and before all of the accomplishments. So many people think brand is like the look or the

logo.

And in fact, all of my logos from the $20 million clothing company to the Rex Hotel to Society Hill Hotel, those are our hotel projects, to Furncrest, which is our main focus, which is the clamp ground.

They're all like probably $10 fiber logos, right?

That's not to demean the beauty of the logo, but it's because

it's really not about that. It's about the stories and it's about everything else that goes into it.

For me, brand is more of an intimate experience than just something corporate. And Furncrest is a great

example because Furncrest is not even like a big budget development.

We've put meaningful investments into it over the last few years, but it's something that is more driven by the story and how we're actually positioning it to people as a aspirational, chase your dreams type of outdoor escape that really is rooted in a lot of the core

elements of what makes people tick, family, health, wellness. You don't need to actually reinvent

the wheel because humans don't actually change that much. We all care about the same thing. It's the

depth of those stories that matter the most. I think it's really interesting. Jeff Bezos has this quote that I love, which is, everybody asks me what will change.

Nobody asks me what won't change.

That's a great one.

Yeah.

And so I love what she said because in fluctuating economies, whenever we do a podcast on

experiential hospitality in particular, fluctuating economies,

...