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This is the downbeat one, all
right. So here in a second,

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we'll talk to the guys, the
CEO of the company that's creating the Sunset

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Amphitheater in McKinny. Now, we
did the story last week, and uh,

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it's a big, you know,
two hundred and twenty million dollar open

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air venue that they're opening in McKenny. And there's a lot of things that

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we discussed about it last week,
and we'll get into it with the CEO

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of that company, JW. Roth, a minute ago. One of those

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things I think that really stood out
to us was a twenty thousand person capacity,

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you know, amphitheater, but also
the idea of how do you keep

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a place like that cool in the
hot Texas summer. But before we get

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there, guys, so there's a
guy by the name of Julio Ferrari.

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I've reached out to him on Facebook
and on Instagram. No message back,

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but you know, he might be
busy because he has a pet macall parrot.

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It's a fifteen year old brightly feathered
Catalina macaw parrot, beautiful color plumage.

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You know, if you get him
on the phone, he's probably he's

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probably Julio, it's red it maybe
it's red blue. Healthier relationship before it

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begins green yellow. I've seen it
on the TV behind you quite a bit

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this morning. The fifteen year old
macaw parrot is named Samba. Samba flew

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the coope Sunday afternoon while at a
photo shoot at Louisville Lake. A big

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gust of wind blue ND scared him
and he said, I wasn't fast enough

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to run after him. He just
flew. So for hours he was trying

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to get him back, he said, until nine thirty pm, and then

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we went to sleep. And he
says he was shooing off the hawks until

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he went to sleep. So there
was a parrot at the base of this

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tree, and he left a flashlight
to mark his place. He left water

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and a note for those waters looking
by. The note read, my macaw

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flew up this tree. If you
can help, please call. On Monday

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morning, Ferrari returned to that tree
and Samba was there. So he's squawking

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and going, huh get me ah, I'm here a right rah. Are

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you reading a transcript of what the
U said? Uh? No. Several

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visitors did stop by to help.
He said the call I heard. Wasn't

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your typical bird, though it was
a little different, is what another person

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who walked by I said. It
sounded way different than a bird because it's

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a parrot. It's different than a
normal bird. But he sat. I

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kind of walked up to it.
I noticed it was a macaw stuck up

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in the tree. He's in distress. He's stuck up there. He's trying

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for help, almost like a person. I'm concerned for him. So that

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thing is still up there. The
goal yesterday was to get him to fly

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to a smaller tree so they could
get him. But his wing is clipped,

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so he can't fly long distances.
He's gonna he can only fly about

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one hundred yards. So they had
a Lewisville Fire Department fire truck there yesterday

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and they're just palms, and he
kept flying away to do he was a

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bird. They're trying to get him
in the bucket of the truck and he

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kept flying away. This says in
the article. On Monday evening, Samba

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was attacked by several hawks, but
he survived a fighting spirit. So Julio

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or Julio, we're going with Julio. No one says Julio Julio Julie lit

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Leo. Okay, Juvee Ferrari,
Julie g Ferrari, Well, was there

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a G. He's not g g
U I l I o oh yeah see

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yeah, okay, you're not an
idiot. Yeah no, not right now.

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Both things can be true. But
he said, this is the third

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day. They've got construction company trying
to get it, and they still have

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not get that. He's been scared
by fireworks. I mean there's that was

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in the past. He got He
had stuck in a tree in twenty twelve

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as well for three days. So
he's back at it, and Yulio Ferrari

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is like, I want my bird
back, and it's on the news and

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they still can't get it because every
time they get goose to it he freaks

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out. And free Spirit is a
bird. Yeah, incredible, it's a

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beautiful parrot. When you see it
on the TV, it's nuts. I'll

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point it pointed out to you.
This is I will make fun of this

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because I know what it is like
to have lost a bird that you have

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truly loved. What happened I have
loved or you have loved because you said

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you have loved. I have a
bird currently, and you do is I

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have a MCAU named dirty Dirty Wayne, and I appreciate it if that's the

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last we ever mentioned it or talk
about it on this show. I've been

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to your house a number of times
that I've never seen all of them looking

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and going, yeah, it was
rifling through your sock drawers. Appreciate if

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that's the last that is ever mentioned
on the show. And I don't you

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Wayne sounds like a terribly named cocktail. Dirty Wayne. Ask Christina if I

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have a bird named dirty Wayne,
and I'd appreciate it. Once again,

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if that's the last this has ever
talked to him, Probably name there he

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is? There's there's coming out a
joke stroke because he got excited because the

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bird showed up on TV. The
rush of emotions. I freaked out.

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Oh this idiot's just sitting in the
tree. Come down, Googlio, peanut

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butter, look at it. No, his name is Samba. Gulio's the

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person he sees his dad Samba.
No, Samba is the bird. Goodio's

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the owner. Come get your peanut
butter. Okay, now he's never gonna

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come on the show. Goolo,
the bird's not coming on the show.

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I mean you could at all look
at him. Look at him. Actually

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we have some mutual friends with him, Mike. So okay, we do

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we do? Is your Guestston or
No? Yes? Joining us now in

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the Freak Hotline. It is the
CEO of the company Notes Live who is

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building the Sunset Amphitheater and McKenny.
We did the story a little bit last

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week. It is the CEO again
of Notes Live. J w Roth.

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Good morning, j w how you
doing? Good morning? Thanks for having

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me, Thanks for doing this.
First of all, the boy, when

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the Lord was handing out names for
CEOs, you got one of the good

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ones because jw Roth just sounds like
a big wheeler. Well, I don't

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know about that, but we're gonna
try to build a big amphitheater. I

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know that. Nice hell there they
are. Yeah, So McKenny as the

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destination here. Obviously a lot of
big venues here in DFW, whether it

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be Dicky's Arena, American Airlines,
No, SECI's pavilion. You know the

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trick now, I'm not even mentioning
what's all going on in Arlington? What

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made you want to choose McKenny as
a location and to shoot that big for

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a twenty thousand person Amphitheater. Well, first, you know, we have

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a site sort of selection process that
we go through that starts with sort of

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the competitive advantage that we would have
in a market, and in that market

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for outdoor sort of premium venues,
we felt like ours would fit. You

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know, we are very premium,
maybe even over the top venue, So

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in that particular market, we just
don't think we have the competition there for

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our particular style of venue. Number
one, number two. It's one of

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the busiest intersections in the country and
we like the visibility of that of that

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location. But first and foremost,
I would say that the leadership in the

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City of McKinney has just been They've
just been phenomenal. So, you know,

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in terms of when you start to
build one of these, you know

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the process, it's entitlement process,
and it's dc work with the economic development

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councils, and you know, if
you don't have good leadership in the in

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the municipality that you're going to your
you're screwed from the from the beginning.

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So anyway, in our particular case, we're very happy to belding there and

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we're excited about it. We'll get
we'll get a shovel in the ground sometime

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this fall. Yeah, it also
takes a pretty extensive and inefficient leadership group

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from from your company as well,
Notes Live, Inc. Because look,

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man, number one, you've got
to you got to select a city or

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an area and then you kind of
settle on this one seventy five, which,

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as you said, is a very
busy intersection. It's a very highly

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visible intersection from the renderings that I've
seen on the Dallas Morning News. It's

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very visible from the freeway, and
the drawings of course look spectacular. But

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as far as your team, you've
got to find that location and then you've

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got to deal with the city.
I mean, how many people do you

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have working on one specific project at
any given time. We have about forty

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folks that are assigned to a specific
project. Bob Mudd, who is is

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our president and chief operating officer at
Notes, he oversees all our developments.

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We're just finishing one here in Colorado, which we believe will win win most

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of the awards this next year.
It will be the most luxurious amphitheater ever

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built in history, and it opens
here in about eight weeks or so.

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Will be finished but Bob has overseen
that project with about twenty folks here here

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in Colorado. It's an AEG project. We're also building in the Tulsa market

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in Broken Arrow that's a Live Nation
is our is our partner there. That's

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a twelve five hundred seater and in
that particular market, we have about thirty

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four people that are assigned to that
project. Here in McKinny, it'll be

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a little bit bigger than that,
simply because the entitlement team will be bigger.

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We don't have that many people on
the project right this second, because

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we're early in the in the project. We have eight people on the project

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in McKinny that will take us through
entitlement, and they are mainly our architects,

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our engineers. But then later on
down the road we'll get our you

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know, naming rights folks involved,
and our marketing folks involved, and and

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all of that kind of thing.
But right now it's schematics. We're getting

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ready to launch a massive campaign in
Dallas, in the Dallas wort Worth market

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here. I believe it's the fifth
of April when we start selling all of

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our fire pits. So you know, one of the things that we do

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in all of our markets, is
we we build fire pit suits into all

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of our venues. In this particular
one, the will be two hundred and

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ninety five firepit sweeps and those will
be those will go on the market.

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I believe it's April the fifth CEO
of Notes Live Incorporated, J. W.

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Roth, who is bringing the Sunset
Amphitheater to McKinney, Texas. It

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seems like if largely, if not
all, of your projects are geared towards

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live music. Was this something that
was born of a passion of yours for

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live music or was this a conduit
to a means to be a successful businessman?

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You know, it's interesting I get
asked that all the time. You

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know, I did not grow up
in the hospitality and entertainment business. I

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have just been a live music fan
my entire life. I'm actually the founder

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of Roth Premium Foods. Roth is
one of the largest prepared food manufacturers in

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the US. So, you know, I think we serviced every grocery store

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in America every day. But about
six years ago or so, I sat

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down with my family and our partners
and I said, you know, I've

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been here at Roth for a long, long time. And I'm at the

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point in my life where I could
go chase something that I love. And

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I watched what the NFL had done
in building their venues and elevating the fan

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experience in new venues, and I
just looked across the music scene and it

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just hadn't happened. And so I
took the opportunity at that time six years

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ago. I took twenty of our
my top people out of out of Roth

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and we took a year, we
transitioned, and we built notes loot.

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Even the whole purpose of not Slide
was to chase my passion and that is

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the that is to build venues that
are that are artists and fan centric.

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In other words, it's their their
venues that are that are elevated. The

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experience is elevated, the ambiance is
elevated. And that's what I did.

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I built two small ones, one
in Colorado, one in the northern Atlanta

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market of Gainsville. This is sort
of test the philosophy that people would gravitate

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toward a more elevated venue, and
we were right. So we started with

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the one here in Colorado that were
just finishing. It's been a two and

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a half year projects ninety million dollars
and it's phenomenal. And that's just led

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us to the other ones that are
doing so. To answer the question,

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it is, it is born one
hundred percent out of passion. But it's

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built with a team that you know
built Rock Pram New Foods. All right,

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So Bob Mudd's in charge of this
thing. When you made mud,

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the mud the man in charge of
this mission, you know it's going premium.

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Look, we saw the rend We
love them. They're always fun.

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I love all renderings. But the
thing that caught our eye in our ear

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is what I consider to be what
air conditioned turf. Is that the dumb

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or easiest way to say it,
because ampitheat is hot when you're out of

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the lawn, it can be miserable
at a lot of these spots, tell

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me what's going on? Are we
blowing air through the grass? Is it

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fake grass? Oh? Here's what
we're doing. It's super cool. So

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it's called hydrochill. Hydrochill technology.
I just built it into my venue here

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in Colorado. And what it is. Picture these small beads. They're a

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little bit smaller than a marble,
a little bit bigger than a Beabie.

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And you know how you watch a
baseball game and before the game, a

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lot of times you'll see it and
have big fire hose out there wetting the

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turf. Exactly what we all do
here. We'll put cold water onto the

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turf. The turf absorbs the absorbs
the water into these beads and these beads

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will then take on the cold and
hold that cold for five hours, so

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the turf will bring it'll bring the
turf down to seventy degrees the hydrochill technology.

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We're also building a roof system on
this one, very similar to the

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one that we're building in Tulsa that
moves the air. So we will move

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the air and bring the temperature down
about twenty degrees from whatever that whatever the

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outdoor temperature is at the time.
So you know, when you deal with

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markets like Dallas Fort Worth, whether
it have to be your number one concern

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and so you know, we have
built this so that we can create the

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uh create the environment that's necessary to
enjoy this concert. Okay, So moving

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into the DFW market, it's going
to be very competitive and albeit yes,

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a great passion for the arts,
for music, for a great artist experience,

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for a great fan experience, but
ultimately your goal is to be a

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profitable business. And do you do
you have any concern when it comes to

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the game of booking, because what
we've seen a lot of times when venues,

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newer venues pop up down here,
they will over pay for artists to

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to wu them to play their venue. But ultimately there kind of comes a

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point of of diminishing returns, so
where you've kind of got to go back

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to the market value of what these
artists are generally paid to so so they

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have other options and you've got to
make money too. Do you do you

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see that as being a concern starting
out the business and and is that something

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that you kind of budget for to
Look, look, we're gonna outbid Dicky's

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arena, We're gonna outbid uh dose
Eki's pavilion and get these artists to to

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you know, beef up our roster
for the first six months to year of

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our existence. But at some point
if you're losing money, that's not sustainable.

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Do you find that to be a
concern now or has that been a

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concern in the past. Yeah?
There, I mean, when you when

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you start to build a business,
that's the first thing, you're got to

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kind of it's got to work on
paper first. And so we are very

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comfortable with where we're at in the
business model in that in that market.

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At the end of the day,
it's about putting great artists on the stage,

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and right artists on the stage will
result in butts in seats right so

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and butts in seats pay per tickets. They they they buy beer, they

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buy parking, they they do all
the things that it takes to drive the

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revenue to make a profitable business.
On the other hand, you have to

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you have to be careful in how
you book your artists and how you run

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the promotion side of your business.
We are not the operator of our venues.

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We are partners with the operator and
our venue. So in Denver,

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for example, here in Colorado,
we are partners with AEG, and AEG

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operates the venue from both a booking
standpoint and operation standpoint. Tulsa, we

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are partners with Live Nation. Live
Nation is our operating partner. We are

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the owner of that of that owner
operator partnership. So in Dallas, in

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McKinney, we have not made that
decision yet. We are we are working

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through all of the agreements that we
currently have with our partners, and at

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the end of the day, over
the course of the next nine or so

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months, we will we will on
that's our partner down there, as you

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know, the you know sort of
the leading leading promotion organizations and those operators

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are key to a profitable, profitable
venue. So we will not book this

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ourselves. We will book this in
conjunction with a with a partner that is

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you know, has their hand and
finger on the pulse of the routes and

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the artist. If you look at
Sunset Amphitheater in Colorado Springs, for example,

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all those tickets are up for sale
for this summer and you can see

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how they have sold. And we've
sold out about every show that we've put

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up, twenty two of them so
far for the summer. We'll put up

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another ten here in the next few
weeks and it'll be a profitable it'll be

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a profitable summer truck. Hey,
JW, thank you for your time.

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We appreciate what we following the developments
and the news about Sunset Amphitheater coming to

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a McKinney very soon. Can't wait
to go check it out. Thanks a

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Millien guide ye Man bye bye j
W. Mike, what this thing looks

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cool? Yeah, it looks amazing, he explained. The marbles. He

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explained, that's interesting, cooling magic
marbles. How are they not doing that

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to high school football fields that are
expensive, like the expensive high school football

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fields that play on those the the
beats, they don't need to cool.

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You're not laying around on a leisurely
afternoon on the high school field, Kevin.

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You're playing sports. You don't need
to You don't need cooling marbles there.

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I think it would helps, though, help? What help? Who

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I see someone who recovers a fumble
and gets a couple of people on top

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of them. It gets Kevin,
Okay, you said off? Yes he's

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off? Did I yeah? When
you made your you're ce or whatever your

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president? Okay, His lying is
coming back because he immediately went to the

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defense tactic of did I you said? That's about fifteen minutes after he said

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that he has a bird that near
and dear to him, said, if

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you didn't bring up dirty Wayne ever
again on this show, do not talk

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about my parents. So the hall's
good, the hallways anywhere. Look,

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I was lost in the interview.
I'm excited about this new venue notes live.

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That's why I have no recollect it's
actually the sunset empathy the company notes.

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I know, I like the companies
with chat innnings on the board of

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directors. That he's the CEO of
Wroth Foods. Dude, I didn't know

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he had someone quite so powerful.
That's probably the richest guy we've ever had.

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No like that. Dude. If
he doesn't already could own one of

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the big sports teams. He might
look the what's his name? I'm serious,

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it's is the bill he's getting back
on and ask for some money.

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He's not a bill, but it's
a J. W Roth's like one hundred

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and twenty million J w Roth.
He's got to be worth more than that.

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If he's Wroth Foods, that's jd
Roth. J d Roth. No,

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jw Roth, j w Roth.
You get him with boy, that's

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the CEO name calculator. It really
is up there, I mean, isn't

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00:20:00.200 --> 00:20:04.160
it. Yes, jw Raw,
you know you're rich before you Yeah,

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yeah, you were. You're wheeling
and dealing. If you're a JD.

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W Row, they're they're doing pretty
good, I would imagine. So you

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have his email, Kevin, we
all know this was just a trick for

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you to get tickets down the road. It was a hundred. I would

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never operate that way. You always
operate that way how currently, that's why

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I trying to get the guy who's
missing the parrot on, because he's going

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to get me tickets to his art
gallery. No, that's just to cover

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up for all of your other all
of your other inequities. I would not

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waste time covering up things. I
don't think we're in really a good enough

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place to just mail it in and
do stuff like that. Just doesn't waste

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00:20:45.079 --> 00:20:49.640
time covering up things. We can't
just sit in here and make stinkies and

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get tens. Well there was a
time, though, wasn't there. Guys?

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We have to try great job,
good booking. There's a lot of

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information and I did know that.
You know, they just look, they

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build the buildings, they own the
buildings, and whatever happens in the buildings

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is run by probably it probably will
be ag. It seems like they're the

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leader in the clubhouse for any of
these things that come up. But hear

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what goes into the decisions behind building
a massive concert venue in McKinney in our

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area. Yes, that's interesting.
Yeah, it's a little bit of business

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speak. But guess what, listener, maybe you should come up to the

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level that we guys like me and
j w Roth are at instead of being

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confused by this stuff. And if
all you took from that is how they're

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going to cool the yard to the
lawn, fine, that's fine. That's

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00:21:37.519 --> 00:21:41.519
still good information. But trying to
get your head right. Don't act like

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00:21:41.920 --> 00:21:47.759
up here, like you're on the
same level as jw Roth. You set

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00:21:47.799 --> 00:21:51.200
over there during that entire interview looked
like you were rolling a booger. You

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00:21:51.279 --> 00:21:55.079
were given the throat slash sign about
five minutes into it to go to break.

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I did pull out the air hand
guns. Jesus, I cocked their

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finger gun and set it on the
table. But I do that and earned

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00:22:03.839 --> 00:22:10.079
a lot of interviews in my defense. Just when callers call in cock the

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finger gun and just sit on the
table and stare at you, guys,

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00:22:12.000 --> 00:22:15.279
just know that when you send tw
to make you laugh while you're asking a

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00:22:15.359 --> 00:22:18.279
question, just know that when you
send in a talkback, pretty much three

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00:22:18.359 --> 00:22:25.599
seconds into it, he's had enough
airshot. You pulled the finger gun,

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00:22:26.519 --> 00:22:30.880
just set down. Okay, that
one. Tiger Wood's note Tyron Smith has

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00:22:32.039 --> 00:22:37.440
left his lasting statement for DFW and
your talkbacks from the iHeartRadio Up next on

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I Have One Freak