So, Ryan, you want to talk a little bit about how it started?

Yeah.

Well, the same sort of thing for us as well.

You know, I've told my staff and what I really appreciate about Kayleen as well is like we always talk about as destination standalone.

We are pretty good.

But as a region, nobody beats us.

And so as we continue to promote ourselves as a region, go to a concert at George's and then go to Bentonville and ride the trails over there.

What are they measuring? What are the metrics and then what are the assets that they're looking at?