Hiring looks to be a big focus, and you're even poaching talent from Silicon Valley?

We're always developing talent internally. We're looking to bring the best people over here, and some of those people are expensive, and for good reason.

So that investment we're making, it's going into people, into leadership. People don’t leave great jobs, move their entire lives and make a big bet on SADA if the economic opportunity is not at least table stakes.

I've just established a new role: head of talent acquisition. That person came from Live Nation. We're trying to find the best in the world.

It's an expensive proposition, but getting the best people is the only long-term sustainable competitive advantage.