Devon Zuegel

But we've already run a multimillion dollar event that brought thousands of people into the Sonoma community and brought millions of dollars of business to Sonoma County. And we've collaborated with local artists and we've worked with restauranteurs throughout Healdsburg and the surrounding area in Sonoma.

But we've already run a multimillion dollar event that brought thousands of people into the Sonoma community and brought millions of dollars of business to Sonoma County. And we've collaborated with local artists and we've worked with restauranteurs throughout Healdsburg and the surrounding area in Sonoma.

The whole purpose is to build relationships in the local community so that when we do get to the point where we're building something, we actually are embedded and we understand what people want and what they are looking for and why they're excited and why they might be concerned so that we can adjust our plans accordingly.

The whole purpose is to build relationships in the local community so that when we do get to the point where we're building something, we actually are embedded and we understand what people want and what they are looking for and why they're excited and why they might be concerned so that we can adjust our plans accordingly.

I think a lot of real estate development these days has become something that's imposed from above, like someone with external capital has decided this is going to happen and then they're pushing it through. and just trying to get it done. And people are more likely to react to that.

I think a lot of real estate development these days has become something that's imposed from above, like someone with external capital has decided this is going to happen and then they're pushing it through. and just trying to get it done. And people are more likely to react to that.

One of the opportunities that we had last year at Edge was I invited the city managers of both Cloverdale and of Healdsburg, and I hosted them on a panel where they got to discuss their experience in local government. And that served a bunch of purposes. On one hand, it gave them an opportunity to talk about what they care about and got to highlight them.

One of the opportunities that we had last year at Edge was I invited the city managers of both Cloverdale and of Healdsburg, and I hosted them on a panel where they got to discuss their experience in local government. And that served a bunch of purposes. On one hand, it gave them an opportunity to talk about what they care about and got to highlight them.

Also, the people in the Edge Esmeralda community who are interested in moving into the community we're building give them a little more of a sense of the local region and the challenges and opportunities that exist. And afterwards, everyone chatted for a while. They got to ask a bunch of questions. And truly, I see this as a very long term trust building exercise.

Also, the people in the Edge Esmeralda community who are interested in moving into the community we're building give them a little more of a sense of the local region and the challenges and opportunities that exist. And afterwards, everyone chatted for a while. They got to ask a bunch of questions. And truly, I see this as a very long term trust building exercise.

And I think it's more like tending a garden than it is like anything else. You're sort of planting the seeds and it takes time for them to grow. You can't expect people to immediately trust you on day one. You need to show up and earn their trust.

And I think it's more like tending a garden than it is like anything else. You're sort of planting the seeds and it takes time for them to grow. You can't expect people to immediately trust you on day one. You need to show up and earn their trust.

Totally. That reminds me of one of my favorite experiences last year when we announced that we were going to host Edge Esmeralda in Healdsburg. A local who is now a really close friend of mine, he came to a city council meeting and he said that he was going to make a custom sign that said, don't colonize Healdsburg. Not quite the message we were trying to get across.

Totally. That reminds me of one of my favorite experiences last year when we announced that we were going to host Edge Esmeralda in Healdsburg. A local who is now a really close friend of mine, he came to a city council meeting and he said that he was going to make a custom sign that said, don't colonize Healdsburg. Not quite the message we were trying to get across.

We're actually trying to build this really strong community. But then he decided, actually, I'm going to give him a chance. I'll show up to their first event and see what happens. And he ended up loving it so much that he ended up attending more sessions than anybody else the entire month of the pop-up. And by the end of the month, he was helping us out.

We're actually trying to build this really strong community. But then he decided, actually, I'm going to give him a chance. I'll show up to their first event and see what happens. And he ended up loving it so much that he ended up attending more sessions than anybody else the entire month of the pop-up. And by the end of the month, he was helping us out.

He asked if he could run errands, go to the print shop for us and ended up connecting us with a lot of people and just thought that what we were doing was super cool. And I found that really satisfying because it shows that just because someone might first seem like an enemy or something, they're coming out and attacking what you're trying to do.

He asked if he could run errands, go to the print shop for us and ended up connecting us with a lot of people and just thought that what we were doing was super cool. And I found that really satisfying because it shows that just because someone might first seem like an enemy or something, they're coming out and attacking what you're trying to do.

It's usually just because they may not understand what it is you're trying to do. And it's an opportunity to talk to them about it. And those starting points can be scary or intimidating at first. I wasn't thrilled when I heard about the sign that he was making, but it is an opportunity to jump in and say, Hey, I actually think that we might have more similar goals than you realize.

It's usually just because they may not understand what it is you're trying to do. And it's an opportunity to talk to them about it. And those starting points can be scary or intimidating at first. I wasn't thrilled when I heard about the sign that he was making, but it is an opportunity to jump in and say, Hey, I actually think that we might have more similar goals than you realize.