We have operators who have grown up in Santa Rosa, who have spent 30 or 40 years here. When somebody is confused and needs directions, they can give them - and they can pronounce the street names.

Mike and I are tuned into doing this right. If a customer calls me, I'm going to be in their office within half an hour. You're not going to have that response when the owner is in Florida and the call center happens to be in Santa Rosa.

People who work in this town want to work with other people who work in this town. Our operators know enough to answer a question, and you don't get that if you have a call center in the Midwest.

Levi wanted to come into Santa Rosa and keep the jersey. And he showed everyone that he was going to do it.

Most of them had been in Santa Rosa two weeks or less. They were just passing through.

This sends a very clear message that we are committed to being in Santa Rosa.