How can you bring that forward? How do you how do you keep that top of mind and how do you know where to invest and what things to try and what things to let go of as you're planning strategically and experimenting?

You know, and I think part of it is just, you know, you have to be, you know, Knowing what's going on out there just in the world, right? And in your area and where we live, we're part of an international affairs association.

But we may be very different here, you know, in the Pacific Northwest than you'd see maybe traditionally, right, in the Midwest, right? Maybe you're in Iowa.

But there are pieces of that.

So one of the things is cattle birthing, right, is something that we brought a couple years ago to the fair.

which it's done very differently if you were going to Iowa to go to the fair and their cattle birthing, right? It had less of the display and less maybe of the education.

And so what we really try to do is maybe see what's going out there, but what can we do here to make it more experiential, to differentiate it, to make it worthy of someone's time to go and see it? So one side is looking in industry, but I would say we take that and then we also look at how can we do it differently here to maybe reach our guests and our demographics of the Pacific Northwest differently than you would in the Midwest.

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