So we'll start with Crown.

Every pitch we have is focused around three things.

For repeat visitation, increased dwell time, higher spend, or increased loyalty adoption.

And then we would go and pitch those four things to good reception and start doing the integration.

Things are going well.

We're adding value.

Then we go back for the six-month check-in conversation.

So where does Bracketology fit into this then?

Where are you? Why are you here? And actually, some people probably have used your product without even realizing it.

Yeah, I was about to say, it's, it's not, it's not the worst thing that you haven't heard of Lukra, because part of our, our game plan is to be a behind-the-scenes for our partners.

But we're coming a little bit out of the woodworks now, sharing more about our story.

Um, Lukra's white label gamification.

So what we do is we power loyalty and games for brands.

Basically, all the offline fun you have in your life, cornhole, darts, ping pong, pickleball, golf on the weekends, board games, video games, if it's fun and you're playing for something, and it's happening offline, we wanna digitize that.

So a lot of that, um, that fun is happening, uh, it's transactional, it's happening on Venmo, or it's happening for, "Hey, I'll buy you a burger," and we just go to the bar and buy it, and brands aren't capitalizing on that.

Right

Like, where, where, where did that left turn happen?

Yeah, I mean, one of the most important days of my life was when I was working at Goldman, and it was like one or two in the morning on like a Tuesday or Wednesday, and I was walking by my little neighborhood wine bar, and I was not a wine person.

And I walked in there, it was like a long day.

I was like, "I'm gonna have a, have a glass of wine or something or a beer." And I met the owner of Terroir, Paul Greco, uh, and he became a friend and a mentor, kinda got me up onto wine, and gave me the courage, honestly, to, like, say, "This finance thing's not for me." So that was a big moment for me just to, like, say, "Hey, okay, I'm passionate about wine.

Let me try and build a business in wine." That, that went well.

My wife and I did it together.

We partnered on that.

[laughs]

I wanted to get started by asking you how your experiences at Duke and Stanford led you to building Lifetime Vintage.

Harvey, good to see you.

Thanks for having me on.

I'm looking forward to chatting today.

And I really appreciate the time and energy you put into this.

And it's a great opportunity to chat and catch up.

So I'll start with Duke.

Could you describe for people, you know, what it started off of as with the initial idea to what it's become now?