Like, what are the, you know, like layups or quick wins that you see that are on the board that start to get to people like seeing some of that optimism and movement towards those goals?

Good question.

So I think.

There definitely is a combination of long-term investment and sustained activity combined with ensuring that in the short term that we're providing a really exciting, welcoming, vibrant environment.

So I think about...

the experience downtown and three layers.

So the, uh, the first layer being, and this is the gold and all this for us to, to, to really strive towards is, uh, Can I come to this part of downtown and with no plan at all, can I get my needs met for, you know, my personal needs, my work needs, my family needs? And think about different places where you can go, even within Western New York, and feel that way.

So I'm curious as you put on that kind of marketing brand builder hat, um, how you think about the work of changing the perception of downtown Buffalo, um, and what's needed to, um, you know, create that, that optimism and, uh, you know, vibe is such a kind of stand in word, but like that, that just feeling that people have when they talk about it or, or come down, um, down to the center of the city, like, you know, how do you approach that side of the work?