LAI Video

Introduce your business and what you do there.

I’m the executive director for the Alliance for Young Artists & Writers, a nonprofit organization that presents the Scholastic Art and Writing Awards. Also, the National Student Poets Program is among our programs; it’s the highest honor for teen poets with original work.

What challenge were you trying to address with LAI Video?

Due to the pandemic, we needed to switch to virtual events.

What was the scope of their involvement?

We worked with LAI Video on several projects related to the National Student Poets Program. The first project was a virtual appointment ceremony for the poets. We engaged their team to produce the event.

Since the program typically involved the winners traveling around the country to conduct readings, workshops, and events, we also needed to reconceive how we’d present them, their ambassadorial functions, and their work. In the end, LAI Video produced a series of videos that tracked their journeys throughout the year. They used footage from virtual readings, events, and workshops to tell their stories as national student poets during the pandemic.

We initially gave them a fair amount of background on the program. They were very responsive about learning. Also, we’d accumulated assets over the years, and they used them to produce the videos along with their original footage.

What is the team composition?

We had three people on our core team: a producer, a designer, and an executive producer. However, most of our work was directly with the producer.

How did you come to work with LAI Video?

It was through a referral.

How much have you invested with them?

We initially invested $25,000 for the appointment ceremony. The second project cost about $35,000.

What is the status of this engagement?

The appointment ceremony was produced in June 2020, and it was completed in September 2020. Then, they worked on the second set of videos from April–December 2021.

What evidence can you share that demonstrates the impact of the engagement?

We don’t have specific metrics to point out, but we’ve made numerous attempts over the years to document our program’s impact and tell the story of a national student poet’s experience. In that sense, LAI Video did an exemplary job — the videos were personal, but they also captured the essence of the program.

How did LAI Video perform from a project management standpoint?

They were highly collaborative, which was one of the things that we appreciated the most about working with them. Also, it was very easy to approach their team as a partner.

What did you find most impressive about them?

The level of collaboration, responsiveness, and willingness to hear feedback was extremely high, and it met our expectations.

Introduce your business and what you do there.

I’m the communications program manager for National Industries for the Blind. We’re a nonprofit that helps find employment opportunities for people with visual impairment. I’m responsible for our social media, digital advertising, and other digital promotional pieces. I also oversee video production, sponsorships, and exposition.

What challenge were you trying to address with LAI Video?

They’re a video production company, so we contact them often to help us make short videos and tell our story through various means.

What was the scope of their involvement?

We’ve worked with LAI Video on several occasions. They gather footage and edit it into anywhere from 15–30 second spots to full four-minute videos.

What is the team composition?

It varies based on the scope of work. First, we have an account manager that deals with the contract part. Them we have the video production team, which usually includes the production manager and two camera people. On any given project, the team can be as small as those four people.

If more cameras are needed, that’s solved behind the scenes. We also have editors and more people who help make all the magic happen, but those are the front-facing people that we deal with.

How did you come to work with LAI Video?

The person who had my role before me was the one who found them. I believe she just put out an RFP, and they were the best candidate. In the seven years we’ve worked with them, I haven’t felt the need to put another RFP because we’re happy with their services.

How much have you invested with them?

Since it’s video production, it depends on the project. Editing footage that’s already in our archive is a lot cheaper than flying to do an on-location shoot. In general, we’ve contracted them for $5,000 and up to $35,000–$40,000. It can even be higher, but it depends.

What is the status of this engagement?

We began working together about seven years ago, and our relationship is ongoing.

What evidence can you share that demonstrates the impact of the engagement?

Overall, we’ve had very positive results. We use their work in multiple ways to help raise awareness of our mission and what we do. It’s excellent marketing and collateral, and we play it on our monitors and lobby, at conferences, and when we exhibit at trade shows.

We also post them on social media and our website and use them during presentations to orient people to approach our programs. In summary, what they do is really invaluable for us.

How did LAI Video perform from a project management standpoint?

They’re timely and communicative. The team always responds when I need them, and they’re quick with turnarounds. Whenever we have an emergency, they’re ready to help us and meet those deadlines. LAI Video has never fallen behind on a project.

Additionally, we really appreciate their flexibility. We can change our minds often, and they’re quick to move things around, drop the project, and work with us to get the ultimate piece we need.

What did you find most impressive about them?

First, the technology they use is pretty state-of-the-art, so their quality is amazing. Overall, LAI Video is a great partner. They’re able to conceptualize our abstract ideas and help us hone in on people to interview. Also, they facilitate all the filming and scheduling. They make everything easy.

Are there any areas they could improve?

No, I have no complaints.

Introduce your business and what you do there.

I’m the senior communications manager of the American Industrial Hygiene Association. We represent occupational health and safety science professionals in all walks of their career doing service for the public, communities, and workplaces. 

I handle outreach efforts, going to STEM schools to raise our interest with future generations of what we do. I’m also in charge of social media, public relations and all public facing and interior communications for the website, events and education.
 

What challenge were you trying to address with LAI Video?

About five years ago, we identified that we were facing a retirement cliff for our members where we were going to lose 25%–30% of our membership in the next ten years to retirement. We took a longer look at that and realized that it’s not just our professional membership that’s facing it but the profession as a whole.

This is due in large part to the fact that a lot of people who are going into second careers or who are graduating from higher educations are not aware that this is a very viable and lucrative STEM career.

So we decided a few years ago to start launching initiatives that would help raise public awareness about industrial hygiene and occupational environmental health and safety as a science and as a profession.
 

What was the scope of their involvement?

We primarily use them for the video production of our series. To raise awareness about our profession, they’ve highlighted different locations and interviewed workers. These videos mostly showcased the profession and stories of the people we’ve worked with and what they contribute to our community.

What is the team composition?

Over the last few years, we’ve probably worked with 10–15 different people at various times depending on the size of the film crews and higher-level strategy meetings.

How did you come to work with LAI Video?

We found LAI through our new CEO who had worked with them from his prior organization. He knew that we were in the process of doing an RFP for this video project, so we quickly invited them and about five other production services to talk with us. 

LAI impressed us the most because they quickly grasped what we wanted to do. They came up with really great out of the box ideas and ways to approach the production and story process that none of the others had done for us. They’re quality people and I’ve never had a bad interaction with anybody from there.

How much have you invested with them?

We’ve invested easily over $100,000.

What is the status of this engagement?

The first shoot we did was around March 2016 and we’re still working with them to this day. We classified it as a generational campaign with a 15 to 20-year tail in which we are only in year 5 of the process, so it’s really hard to come up with KPIs.
 

What evidence can you share that demonstrates the impact of the engagement?

Everyone in the office loves all the work that they’ve done. We’re kind of biased too because the production levels are top-notch. But the real indicator is we’ve shown these videos at our annual conferences, which is attended by roughly 4,000 people per year.

Each time, I receive comments about how much the members love seeing their profession showcased, they love seeing how their stories were told. The ones we’ve worked with to do the interviews and had their places highlighted, they’ve become instant movie stars within the community which I think is hysterical.

One of the best comments that we got was one member told us it used to take them 10 minutes to explain to their family at Thanksgiving what they did for a living. In two minutes, one of these videos gave them more information and a complete understanding of what they do, and they’re exceptionally thankful for that.

We’ve also gotten feedback from some of the schools that we’ve begun sharing the videos to in part of their STEM fair days. They had no idea that this existed as a job and they were happy to share it with their STEM students. It can get them excited about the fact that they don’t just have to be an engineer or doctor to go into science and make a comfortable living.

How did LAI Video perform from a project management standpoint?

I’ve never had to prompt them. They’ve always exceeded deadline management. We’ll be out of a production schedule and I’ll easily get deliverables from them at least a week or two weeks before the project deadline date. They’re really good about reaching out to make sure we’re on top of things for them.

What did you find most impressive about them?

What’s impressive about them is that they’re very down to earth. I’ve had the joy of working with all the production crews. They have been more than willing to share their expertise with me and I’ve learned an enormous amount of production just from watching and talking with them. 

They are a class act all the way through for how they treat our subjects, how they treat us, and even to how they treat their equipment and each other. It’s been pretty awesome working with them.

Are there any areas they could improve?

I believe the cost is a little bit prohibitive. I would love to do more with them, but, being a small to mid-sized organization, we don’t have the bank to do the full gamut of things. But obviously, quality comes with a price so I fully understand that. I just wish there was a more affordable way to use their services.

Do you have any advice for potential customers?

My advice would be to share your vision for the project with them but at the same time, be open to their storytelling ideas. They may seem a little out of the box or off the wall, but more often than not, it works. Also don’t be afraid to share your own ideas with them, even on site, because sometimes they’ll take that perspective and really run with it and make it even more than what you think it is.
 

Please describe your company and your position there.

NAIOP is a trade association for commercial real estate developers, owners, investors, and other professionals. The association comprises 20,000 members in 52 chapters across the United States and Canada. I am the VP for marketing and communications and am responsible for the production and release of marketing materials.

For what projects/services did your company hire LAI Video?

NAIOP has long partnered with LAI Video for our digital marketing collateral, specifically video that promotes our events or captures our news and content. For our most recent project, we partnered to create a "sizzle reel" that announced our annual conference being presented as a virtual event in the wake of the COVID-19 pandemic.

What were your goals for this project?

Countless businesses and associations, including many in our space, have converted in-person events to virtual ones, due to the COVID-19 pandemic's impact. NAIOP wanted our announcement to stand out from the crowd and communicate a positive, vibrant outlook on a meeting format change that other groups have presented as a less desirable option.

We wanted to share the positive benefits of an event "live from your office" that has the potential to attract new audiences who would not have the capital or ability to travel to an onsite conference.

How did you select this vendor?

NAIOP has a long history with LAI Video, first partnering in 2012. The team there has helped us develop our library of video content, promotional messaging, news programs, and more. They are always our first call for video.

Describe the video(s) and the process in detail.

I met with our project manager and a team of LAI Video experts to brainstorm concepts and approaches. The task of writing the script was done in-house by my marketing team, and LAI reviewed it and offered feedback to improve the call to action.

They storyboarded and created the animated graphics, working with us in phases for review and input. LAI was responsible for all graphic development, which far exceeded our expectations.

What was your vendors' project management or feedback process?

LAI sets a project schedule and rarely strays from it, allowing them plenty of development time and giving us ample review time. They host the video on a password protected review site, which I can share internally.

For our most recent project, we provided our feedback via email and phone conversation, specifically notating the minute/second marks where we saw needed changes.

Can you share any outcomes from the project that demonstrate progress or success?

We've had a tremendous response to the video! Our CEO called it the "best video we've ever released" and it's been used by our chapters and in our own email promotions. We are in the early stages of release but feel the investment was well worth it to create the buzz needed to announce our event.

How effective was the workflow between your team and theirs?

As longtime partners, we've worked out a great flow of communication between our teams. LAI copies multiple internal team members on their email, which helps me know who I can contact if my primary PM is unavailable.

What did you find most impressive about this company?

LAI Video truly helped us create an exciting, innovative video release for our conference -- and they did it quickly. I anticipated that we would make the virtual announcement in mid-July, and when I approached them in late June with this short request, they vowed to make it happen.

They created a reasonable project timeline and stuck to it, delivering our piece on time and on budget.

Are there any areas for improvement?

None come to mind!

Introduce your business and what you do there.

I’m the vice president of external communications at the Farm Credit Council. We’re the national trade association for the Farm Credit System. We represent farm credit in front of congress, the executive branch, and other agencies.

What challenge were you trying to address with LAI Video?

We needed a partner to create some videos about farm credit customers across the country to help us tell their story on Capitol Hill. As part of our reputation management plan, we wanted to tell the farm credit story through the lens of our customers. We wanted to find a compelling way to educate policymakers about agriculture and about farm credit along the way. When you look at the type of content people consume, video remains the most powerful messenger.

What was the scope of their involvement?

LAI Video produced about 20 videos for us to build strength in our reputation on Capitol Hill. Their team helped create content that thinks broadly about what it means to be in agriculture, which includes having a good financial partner; that’s where farm credit comes in. With us, their team traveled across the country to capture footage from 20 different farms, farming operations, and other farm businesses. They conducted interviews with our customers and shot B-roll to showcase the diversity of American agriculture and the diversity of the types of customers that farm credit supports. The videos explain the whole process of a day in the lives of our customers. Their team edited the videos and posted the content on Vimeo, which is our repository. Then, we have shared the videos on social media platforms such as Facebook. We have also chopped the content up into 15- and 30-second compilations to serve as ads on Facebook, Instagram, and other platforms.

What is the team composition?

Typically, it’s a three-person video shoot. Depending on the schedule, we work with a producer and two videographers. I’ve worked between 5–6 different videographers who’ve been on a variety of different shoots. There’s also an account representative and a producer we’ve collaborated with consistently.

How did you come to work with LAI Video?

A colleague recommended them. We were looking to make a video for our PAC, which didn’t work out. When we decided to go into the customer story bit, we talked with LAI video. They made the most compelling case and we’ve been with them ever since.

How much have you invested with them?

We’ve spent between $300,000–$400,000 with them so far.

What is the status of this engagement?

We began our collaboration at the beginning of 2017, and it’s ongoing.

What evidence can you share that demonstrates the impact of the engagement?

We’re a customer-facing organization and LAI Video has prioritized interactions with customers. They do their homework ahead of time. When we’ve gone to sites, their team has been ready. They help customers feel comfortable going on video, talking on themselves and their operation. Beyond that, we’ve seen really strong metrics in terms of video shares. Less measured but more anecdotally, the visuals have been very powerful. LAI Video created content that has pleased our team and members.

How did LAI Video perform from a project management standpoint?

They’ve managed projects very well. Their team has kept us on track. As soon as we have shot videos, they have given us a timeline for first-round edits and have kept production moving. We’ve been very pleased.

What did you find most impressive about them?

They’re extremely creative. LAI Video has a strong commitment to getting it right and doing the work ahead of time to make sure that video shoots go smoothly.

Are there any areas they could improve?

No, we’ve also worked with them on other tangential projects and have always been pleased.

Do you have any advice for potential customers?

It’s a challenge finding a video partner, particularly when you have a longer-term project. It was beneficial to have conversations ahead of time. We brainstormed and through that process, it was clear that they were going to be a long-term partner and support the success we were looking for.

Introduce your business and what you do there.

I am the executive director of membership services and government affairs for the Association of Union Constructors (TAUC). We are a national trade association that represents more than 2,000 construction firms and companies.

What challenge were you trying to address with LAI Video?

We found it hard to communicate with most of the previous video vendors we worked with and were looking for an agency to partner with long-term. At the time, LAI was handling some of our speakers bureau needs and offered their video production services.

What was the scope of their involvement?

Since the beginning of our partnership, LAI has produced between nearly 30 videos for us. Each year they work on the Craft Person of the Year Award and the Spirit of Union Construction Award. The team films the award recipient at work and records other colleague and client interviews to include in the piece. In addition, they handle the Zero Injury Safety award videos to help the National Maintenance Agreements Policy Committee promote safe construction practices. LAI composes each video to reflect our brand and please our organization members.

What is the team composition?

Over the course of the engagement we have worked with a few project leads, a sales representative, two camera people, an audio engineer, and sometimes a visual artist for animation needs.

How did you come to work with LAI Video?

They were an established company in our area and were looking to broaden their scope in terms of services offered. We enjoyed working with them on speakers bureau needs and decided to bring them on for video production work.

How much have you invested with them?

We spend $60,000—$80,000 a year, so I estimate over $300,000 in total costs.

What is the status of this engagement?

We started working together in 2013 and the partnership is ongoing.

What evidence can you share that demonstrates the impact of the engagement?

We have received nothing but positive feedback from members of our organization. We consistently receive requests to share the videos and post them on our websites. LAI’s video production expertise helped us elevate our brand and improve our mission.

How did LAI Video perform from a project management standpoint?

After a few months of hand-holding, we now operate under a turnkey process. LAI acts as an extension of our staff, we lay out the project and they take care of it from start to finish. Additionally, there is a lot of creative interaction between our teams. They give feedback and suggestions to help improve our concepts and produce a better result.

What did you find most impressive about them?

We are impressed by the quality of their work. They are reliable in their communication and quickly respond to any comments or questions.

Are there any areas they could improve?

They are not the cheapest video vendor out there, but I believe that you get what you pay for and LAI is definitely worth the price.

Any advice for potential customers?

I would recommend clients set a realistic expectation for the project based on their budget. They should communicate their idea of an acceptable return of investment to the LAI team.

Introduce your business and what you do there.

I’m the senior director of operations and programming for a trade association that represents producers and supporters of biofuels.

What challenge were you trying to address with LAI Video?

I wanted to create recap videos for various association events, conferences, and annual reports.

What was the scope of their involvement?

LAI Video first produced recap videos for our two annual conferences. They interviewed our members during breakout sessions, filmed b-roll, and recorded our speakers and panels. They also filmed our golf tournament and evening activities to capture the multi-day event. They then put it all into a two-minute recap with great music that acts as a promotional video for the next year. We have it on our website and show members and prospective members to share our story and where our company plans to go. They also just did our 2017 recap video, turning our annual report into a lively video.

What is the team composition?

We worked with 2–3 people.

How did you come to work with LAI Video?

I worked with LAI Video at my previous job, so I knew I could trust them. They did incredible work, and I wanted to have their products represent my trade association. We considered hiring the consultants we use for our monthly communications, but they weren’t at the level I wanted, so I hired LAI Video.

How much have you invested with them?

We’ve spent around $40,000 for three videos.

What is the status of this engagement?

We’ve worked together since August 2016.

What evidence can you share that demonstrates the impact of the engagement?

They’ve elevated our presence and made us look more professional and succinct. We’ve gotten great feedback about their products. Their videos are part of our CEO’s goal to make us the premier trade association in our space. The annual recap videos serve as an annual report that is much more engaging and interesting than something written.

How did LAI Video perform from a project management standpoint?

I enjoyed working with them. They try to provide the same team members for each video, which helps build consistency and unity. They hit deadlines and clearly communicate so that we’re all on the same page. Overall, it’s been a great partnership.

What did you find most impressive about them?

Their staff is nice, professional, and efficient. I’ve worked with a lot of vendors, and you don’t always get people with personalities that match the needs of your organization. They understand us and take time to get to know our team, so they can provide unique and tailored solutions. They listen to feedback and use it to make necessary improvements.

Do you have any advice for future clients of theirs?

Make sure your internal team has a plan before engaging with LAI Video. It’ll be easier for both of you if you know what the end goal is. Get aligned internally and then bring them in.

Introduce your business and what you do there.

I’m the director of international sales and marketing for RapidFire Tools. We develop and sell innovative IT software tools.

What challenge were you trying to address with LAI Video?

We’re currently going through a rebranding process and wanted to highlight our value propositions in a different way than we’ve done in the past. I knew that a video would be the right solution and needed a production company that could shoot high-quality footage that entices potential customers.

What was the scope of their involvement?

We initially had a couple of phone calls with LAI to assess what we were looking to get out of the video. They supplied me with potential interview questions which I further refined. Then, LAI traveled to three of our clients to conduct the interviews. The clients were in DC, Baltimore, and Atlanta, respectively. They shot almost three hours of footage and edited it down to a concise deliverable. Beyond traditional filming and editing, they also designed the video’s custom graphics. Ultimately, they produced a three-minute interview style video.

What is the team composition?

We had a primary point of contact, but would also communicate with a staff of 3-4 people. More people worked on the film crew, but I don’t know the exact details of that.

How did you come to work with LAI Video?

I’ve known about their work and expert video department for a long time. They were my first thought when the project came up.

What is the status of this engagement?

The project took place from January–April 2018.

What evidence can you share that demonstrates the impact of the engagement?

It hasn’t gone live on our site yet, but we’ve received raving reviews internally. People love it.

How did LAI Video perform from a project management standpoint?

They performed very well and have a great project manager. They’re communicative, open to feedback, and responsibly managed our expectations. I went to one of the shoots and it was impressive how well they led my client. That reflected positively on us.

What did you find most impressive about them?

LAI’s team is their most valuable asset. We’re extremely pleased with the whole experience.

Do you have any advice for potential customers?

Come to the table with an idea in mind. It doesn’t have to be a frame-by-frame presentation, but bringing those ideas to the brainstorming session may enable them to provide something haven’t thought of. Having a core understanding of what you’re trying to accomplish will be a crucial part of the process.

Introduce your business and what you do there.

I am the communications manager for a small association in the D.C. Metro area. We work in a design and graphics industry, so a lot of our members are technically savvy and interested in good design.

What challenge were you trying to address with LAI Video?

Video is a big part of marketing and communications strategies. We wanted impressive, high-quality media that would interest and engage our members.

What was the scope of their involvement?

We’ve produced four or five videos together across every kind of format. They’ve done photo slide videos, live footage editing, and animated videos. We usually provide the industry specifics and have creative strategy sessions to talk over the big picture but often use their ideas and concepts. We go back and forth to make adjustments, but they are largely responsible for the scripts themselves.

What is the team composition?

We work with a team of at least four or five people.

How did you come to work with LAI Video?

My manager was already working with them when I joined the company. I worked with them at a previous position and was excited to continue the relationship. We considered several companies and are looking for partners all the time. None of the video companies I’ve experienced compare to the quality and understanding that LAI brings to their work. Their business knowledge helps us develop the right ideas and their creative execution is the best I’ve seen in the industry.

How much have you invested with them?

We’ve spent around $50,000–$60,000.

What is the status of this engagement?

They completed the first video for us around November 2014. We just finished our most recent video in April 2018.

What evidence can you share that demonstrates the impact of the engagement?

Our members love the high quality of the videos and use them as examples to show how great the industry is.

How did LAI Video perform from a project management standpoint?

They are excellent. They’re always on time, very organized, and good with communication. We work with a creative lead and a business lead who balance each other well. They bring big ideas to life.

What did you find most impressive about them?

They make us look good. They’re creative, professional, and effective and they make high-quality videos. We keep going back to work with them.

Are there any areas they could improve?

I would love to work with them on social media content. I haven’t reached out to them about this yet but may check on price points in the near future.

Introduce your business and what you do there.

I’m a development manager for a nonprofit education partner. We help bring in philanthropic investments to fund the innovative initiatives of public schools.

What challenge were you trying to address with LAI Video?

We take part in an annual celebration that honors education professional within our community. We wanted a video production company to create tribute videos for the award recipients.

What was the scope of their involvement?

For the past two years, they’ve produced two-minute videos for each of the eight awards given out. The videos are shown to a full audience on the night of each event. Each project has been slightly different, but LAI utilizes an in-depth process to figure out our expectations for each video. This past year, we tried to make the videos different so that this part of the event would remain unique. We elected to move forward with an unscripted interview approach.

LAI conducted interviews with the winners before filming to storyboard what information they could and organically create a narrative. Then, they performed eight half-day shoots and one full-day shoot where they interviewed the winners and their chosen individual within the school community. Then, LAI had a month and a half to piece all the videos together and edit them. The projects when through two rounds of drafts and feedback before they presented the final deliverable.

We wanted each video to uniquely honor the recipient but also wanted each video to lend itself toward telling a larger story. As a result, each video required different styles of music and voiceover. After several successful projects, we engaged them to create three more videos of our 10-year anniversary event.

What is the team composition?

We had a producer who was our primary point of contact. During our initial meeting and the following de-brief, we met with an account director, some editors, and other members of the video production team.

How did you come to work with LAI Video?

I wasn’t here when we originally engaged them, so I’m not 100% sure. I know we used a different video service and weren’t entirely satisfied with them. We hired LAI to produce the videos for our annual event as a trial project. We loved their work and began using them for other initiatives.

How much have you invested with them?

We’ve spent between $100,000 and $125,000 over the course of the engagement.

What is the status of this engagement?

We started working together in November 2016. The most recent project they’ve done with us wrapped up in February 2018.

What evidence can you share that demonstrates the impact of the engagement?

Their deliverables consistently go above and beyond our expectations. LAI’s videos have played a huge role in elevating our organization. We ask other educators what part of our events stand out and the videos are always mentioned.

How did LAI Video perform from a project management standpoint?

Their project manager will reach out to us months ahead of filming to start intro conversations. LAI is flexible and they always bring new ideas to the table. They’re customer-oriented and do a great job of implementing our insights into the final vision. We regularly communicate in the months leading up to the event. Once we decide the award-winners, LAI conducts phone interviews and then plans out the filming schedule.

They’re very organized and on top of things. There was a definite plan throughout each engagement and we knew who to contact with questions or concerns. Once we provided the information they needed, they took the project and ran with it.

What did you find most impressive about them?

They bring their experience to each project, but also listen and incorporate our ideas. This way, each project feels flexible and provides the room necessary for us to be confident, creative, and work together as thought-partners. They’re going to push the ideas based on their professional experiences and expertise in the field, but it’s cool that we have a voice in it as well.

Do you have any advice for potential customers?

Consider meeting with them to make sure they’re the right match for your company. Create a timeline that allows both parties to craft a unique experience because that’s where they shine.