Mike Brown

So that's why we're launching Sports Illustrated brand, Eddie Bauer.

We have Margaritaville, Club Wyndham, you mentioned.

We see an opportunity to customize your experience inside the resort and outside, as opposed to over separating the financial demographics.

I will say one of our big focus is to pull the average age down as we launch new brands over the upcoming years.

Right.

I have two children, young men, that are at a university up north.

Yeah, they really are.

They really are.

But I'll tell you, if I were to go...

go up to ann arbor and i have the option to stay in an unbranded hotel with four walls or something that affiliates itself closer to the university there's a natural pull to it and you know i can apply that if you're going to go to a beach destination you have a chance and if you're a parrot head and you want to be in that margaritaville environment versus

a resort that's a brand that has thousands of resorts everywhere from the highways to the resort destinations you're going to go to the margaritaville location and our club windham has a similar type of affiliation so we just find that people are moving more and more to the lifestyle that attracts them

And we are therefore developing brands that allow them to just do that naturally to enjoy their lifestyle inside of the resort and outside.

And it's already been received with a lot of great reception.

And we're excited about what we can do going forward.

I think there's a few things that we have to consider.

We don't have anything in the luxury space today, what I would say pure luxury.

There's a lot of opportunities to tie our type of product to cruise type of companies.

And then, as is always the case, someone, you know, five years ago would have said, well, Eddie Bauer is not a hospitality name, but you immediately put that to an outdoor site.

outdoor living lifestyle.

And I think our challenge is there is the typical hospitality verticals, which would include luxury, but there's also just nice niche lifestyle opportunities that we will look for.