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The Blurred Lines of Play By Play Partnerships

Jason Barrett




In the broadcasting business, a “flagship station is the broadcast outlet which originates a television or radio network, or a particular radio or television program. The term itself derives from the naval custom where the commanding officer of a group of naval ships would fly a distinguishing flag. In common parlance, “flagship” is now used to mean the most important or leading member of a group, hence its various uses in broadcasting.

In my world, the phrase “flagship station” is one which seems to carry an expectation that the radio station which broadcasts a local market team’s games, will spend the majority of content time talking about that particular team and do so in a positive fashion. From where I sit, that’s not only inaccurate but it goes against every core belief I have as a programmer.

yourwordSports fans expect honesty, strong opinions and content on the stories that have the greatest local appeal. Whether a station gets paid by a team or pays for its local rights, if the content has lesser appeal or if the story surrounding the team is negative, your job as a personality and programmer is to tell the truth and share how you feel about it. There’s a way to present it without being overly critical but even at times when harsh truths are required, your job as a broadcaster is to serve the audience, not the team.

Two of the biggest issues I see in the broadcasting industry today on this issue are a reflection of poor expectations set on both sides. First, its the radio stations job to inform the team prior to conducting business of how they will approach the relationship outside of game broadcasts. Your team/partner, should not be blind sided and surprised by the tactics you employ on the air to engage a local audience. They don’t have to agree with you but they should know your strategy for approaching the content.

Secondly, the team needs to understand that the station’s credibility gets damaged when truths aren’t told. Furthermore, the radio station’s obligation is to provide the team with clearance for the  game (and Pre/Post in most cases), not ownership of the content inside of talk shows. Anything discussed during shows is the station’s call, not a directive from the team.

honesty2I’ve seen a ton of these issues pop up across the country and when they do it’s extremely disappointing to me because fans today are not idiots. They know when their teams are bad, players say or do stupid things and when games are worth attending and when they’re not. To suggest otherwise is insulting to the customers who support each of our brands on a daily basis. It becomes even harder for the on-air talent when they’re doing the job they’re paid to do, only to have someone suggest they compromise who they are and how they present their opinion on the air.

I remember when I was in St. Louis, the Rams had started the Steve Spagnuolo era in Seattle with a bad loss. Richie Incognito had taken a personal foul penalty which got him thrown from the game and Josh Brown (who had prior success kicking in Seattle while with the Seahawks) missed two field goals which hurt the Rams and ultimately led them to a loss.

Following the game I spoke with our Rams broadcast crew and we agreed that the two people to talk with would be Incognito and Brown since the Rams had lost and their actions in the game had impacted the result. We got them both on the air, both were candid and excellent interviews and we felt we had served the Rams fan with the information they’d have the most interest in. Or so we thought!

phoneyellerThe next day, I received a scathing phone call from a member of the team who was livid that we’d put on Incognito and Brown. They felt the team was presented in a negative light and wanted explanation why we’d go to them under such circumstances. I explained how the result (28-0 loss) was what it was and all we could do was tell the story of how it happened.

That wasn’t what this gentleman wanted to hear. He wanted to know why we wouldn’t have put on Ron Bartell since he had 5 tackles in the game and I reiterated how our job was to tell the story of the game and focus on the most important items which led to the final result. After being berated a few more times I finally exploded and asked “Did you want us to ask Ron Bartell what it was like to be burnt for 3 Touchdowns“? Needless to say, we never agreed on the issue but moved forward.

At the end of the season, we sat down to review the good, bad and in-between and most of everything was excellent but the issue of “partnership expectations” came up and we each made our points. I told the folks I was chatting with “I won’t ever compromise the integrity or credibility of the radio station” and they asked me not to paint the team in a negative light when there were other options to consider. Once again, both sides couldn’t agree but we moved forward.

integrityThe point of this is to shed some light on how this issue impacts every sports station across America and why it’s so vital for those involved in this format to protect the brand at all times. Yes we want play by play events on our airwaves and the benefit of a strong association by working with our local teams. But you can’t compromise your talent to obtain that association. I want our business partners to feel proud of being connected to us and I want them to experience a ton of favorable moments on our shows, provided they recognize that there will be other teams discussed too and when stories warrant a negative spin, it’s our job to deliver it.

I was at the Arbitron radio conference in Annapolis, MD in December 2012 when a sports radio panel was conducted and among the panelists was Chris Olivero of CBS Radio. Chris was asked about this exact situation and he said “when making play-by-play deals, make it clear to the team that outside of the games, personalities need the freedom to take the team to task when it’s called for”. I agreed with him then and still do now and that’s the approach I believe is necessary in order to make sure your weekday content is protected.

When you carry a teams games I believe you owe them the benefit of the doubt before you crush them for something bad. That doesn’t mean though that you should refrain from expressing disappointment or embarrassment when a bad situation occurs. Obviously everyone should be pulling for the team to do well but when things don’t work out, it’s our job to tell the truth and express how we feel, not sell the narrative provided to us. I understand that the team wants to limit the damage and negativity because it makes it harder to sell tickets and advertising but there’s a simple solution to that – win games!

soulsaleOne of the other real issues when it comes to this subject isn’t even the teams issue, it’s our own internal issue. Sometimes our own people sell their souls to land a play by play deal and after they do, they can’t handle the pressure that comes from the team bitching when the talent deliver strong on-air takes. Rather than reminding them of the separation between church and state and the fact that in most cases the station is paying for the rights to air their games, people often bend and do whatever it takes to avoid hearing more complaints.

From my chair, complaints aren’t a bad thing. If a personality says something strong enough to make you remember it and reach out to call, email, tweet or text me, chances are it was really good or bad enough to be fired over. Thankfully, more times than not it’s been really good.

The other internal issue I see is that our own people are hesitant to cover topics that are uncomfortable surrounding the team that a station may be affiliated with. Giving the team the benefit of the doubt is fair and shows you’re conscious of the business relationship, but having the ability to do ones job and speak passionately and candidly about a situation should not be something we have to fight for. If a pitcher loses 12 straight starts and a host says “he’s garbage and shouldn’t be on this team“, there’s no evidence to suggest he’s wrong. Even if someone wants to disagree, that’s ok. It’s strictly an opinion and it’s our job to share it.

expectThe other touchy issue that pops up is when local teams expect more coverage time than others in the market. For example, if you listen to WFAN in New York, you’ll hear Mike Francesa during afternoon drive and he’s a proud Yankees fan. Prior to 2014 when the station landed the radio rights to the NY Yankees games, WFAN carried the NY Mets for 26 years.

Anybody who listened to Mike or Mike and the Mad Dog over the years, knew that the Mets games were on the air but the Yankees discussion was going to dominate the majority of the conversation on the afternoon show. Did the Mets like it? Probably not, but the content focus was done that way for one reason, the Yankees have a larger draw in the NY market than the Mets. If you’re playing a game of delivering ratings and trying the attract the most people possible to your business, you give them the content they seek most.

Sure they could have went full throttle with Mets coverage and maybe they could have mixed it in more but it’s hard to argue with the data in the market. I went thru the same thing in St. Louis and am doing so again here in the Bay Area. In St. Louis, the Cardinals drive the bus. You can try to program against it but the reality is, that’s what people want. You either give them a strong dose of it or they’ll find someone else who does.

raiders49ersIn the Bay Area, it’s more like the NY situation. There are 2 football teams and 2 baseball teams and the fan bases for them couldn’t be more different. The Giants and 49ers deliver the strongest amount of interest but my station carries the A’s and Raiders. Nobody wants to see the Oakland teams win more than me for selfish reasons but to ignore what 75% of the market likes would be irresponsible and stupid. Our hardcore fans for the teams we carry may not like it or agree with it but we are running a business and trying to serve the largest amount of customers possible.

I’ve told people when asked about this “if you live in an area where people love to eat steak and you open up a restaurant and don’t offer steak, expect them to eat everywhere else besides your place“. I didn’t create the local market interest or geographical dominance for the Giants and 49ers, their results and better venues did. If their business model has the most appeal to the local audience, then it’s my job to serve that brand of content to them. This article by the NY Times shows what some regions face and this becomes really challenging for stations who operate the format in these places. You can ignore the facts and do it differently but I believe in programming to the strengths of a market and I expect my hosts to do the same.

Not everyone who has worked for me has agreed with that philosophy. I have seen guys with hardcore Giants affiliations wish we’d do more Giants and I’ve seen guys with hardcore A’s passions wonder why we’re not doing 100% A’s programming. In St. Louis I had a few guys who thought we should do nothing but Rams/NFL and ignore the Cardinals and others who thought we should focus on the Cardinals exclusively and ignore the Rams altogether. They all had legitimate reasons for their views but once again, you’ve got to make a decision and stick with it and realize that you can’t please everyone.

The bottom line, you’ve got to have a blend. In a market with divided interests, serving both sides of my market is important. In St. Louis, serving the Cardinals fan was critical but so was satisfying the appetite of football fans. Yes the ratings will be higher for the SF teams and the Cardinals but I do believe that there is a responsibility to drive higher interest in the brands you’re affiliated with too. To use my current brand as an example, we’re 4 years into the development of the radio station and the interest in the A’s has grown significantly since we started, even though it still pales in comparison to the Giants. A new ballpark and continued success could eventually see that gap become smaller which is what we’re all hoping for.

People that I work with know that the term “flagship station” doesn’t sit well with me. I prefer “home of“. That tells the audience that we carry the games and are going to promote them as much as possible and you can expect us to talk plenty about the team. What it doesn’t say though is that we’re planting our flag in the ground for the team we carry and promising to deliver only the good news and ignore the bad.

I also believe in doing weekly partnership agreements with local players, coaches, general managers and executives and in most cases everything runs smoothly but there are a few times where it gets bumpy. I’ve told agents and those I do deals with “we’ll be fair, honest and give you the benefit of the doubt but if things don’t work out or the organization has a negative situation on its hands, you’ve got to understand the position of our people and respect that they’re going to ask about it“. Luckily guys like Billy Beane, Trent Baalke, Steven Jackson and Isaac Bruce have understood that over the years and it’s worked out well.

koolaidWhile this is how I see things when it comes to play by play relationships with sports radio stations, there are plenty of others who disagree and win differently. I’ve seen brands only talk positive about the teams they cover and stay away from discussing the other local teams in a market and if that’s the way you prefer to go, more power to you. There’s clearly more than one way to skin the cat.

I firmly believe that honesty, strong opinions and a balance of discussion on local market teams is important and sports radio brands can’t just be spitting the message of what they’ve been told to deliver. It’s easier when you’re wearing the shoes of ESPN and can remind the NBA you spend 1.4 billion per year for the right to carry games and be honest but whether a brand spends 1.4 billion or 1 dollar, honesty and delivering the truth in a passionate way, is something that should never be for sale.

Your job is to play the hits that matter to the audience and speak honestly about how you feel about them. Audiences will respect and appreciate you for that and you’ll see it reflected in your ratings. Anyone who asks you to compromise your core beliefs and ignore the best interests of your listeners, is not thinking about you or your brand, only themselves. No amount of money or affiliation is worth that exchange.

Barrett Blogs

California College Students Earn Chance to Win 10 Free Tickets to the 2023 BSM Summit Thanks to Steve Kamer Voiceovers

“In order to win tickets to attend the Summit, students must submit a 2-minute video by email explaining why they’d like to be in attendance and what they hope to learn at the event.”

Jason Barrett




With a new year comes renewed energy and optimism for the sports media business. Yours truly is looking forward to showcasing the best our business has to offer when we gather the industry in Los Angeles, CA at the 2023 BSM Summit at the Founders Club at the University of Southern California on March 21-22, 2023. Our conference is returning to the west coast for the first time since 2019. We’ve announced some super talented speakers. We’ve got additional things in the works and I plan to make additional announcements in the next few weeks.

People often ask me what the biggest challenge is putting this event together. My answer is always the same, it’s getting people to leave the comfort of their office and spend two days in a room together learning and discussing ways to grow the business. We have great sponsorship support and exceptional people on stage and are fortunate to have a lot of folks already set to attend. Our venue this year has extra space though, so I’m hoping a few more of you make time to join us. If you haven’t bought a ticket or reserved your hotel room, visit to make sure you’re all set.

If there’s one thing our industry could get better at it’s opening our minds to new ideas and information. There’s more than one path to success. Just because you’re in good shape today doesn’t mean you will be tomorrow. Building brands, growing audiences, increasing revenue, and examining new opportunities is an ongoing process. There are many shifts along the way. We may not solve every business challenge during our two-days together but you’ll leave the room more connected and informed than when you entered it.

Each year I’ll get two or three emails from folks sharing that they learned more about the industry in two-days at the Summit than they have in ___ years inside of their building. That’s truly gratifying and what I strive to achieve when I put this event together. I remember when conferences like this didn’t exist for format folks and I take the risk and invest the time and resources to create it because I love the sports media industry and believe I can help it thrive. I see great value in gathering professionals to share ideas, information, and meet others who can help them grow their business, and if we do our part, I’m confident some will want to work with us too. That’s how we benefit over the long haul.

But as much as I focus on serving the professional crowd, I also think we have a responsibility to educate young people who are interested, passionate, and taking steps to be a part of our business in the future. The BSM website is visited by hundreds of thousands of people each month and it’s become a valuable resource for folks who enjoy sports radio and television. I think it’s vital to use our platform, influence and two-day event to connect generations and I’m happy to announce that we will once again welcome college students at this year’s Summit.

Most of us who’ve been in this line of work for two or three decades learned the business without podcasts, YouTube, social media, the web or conferences delivering two full days of sessions that taught you more about the business than what’s available inside of a class room. We learned by doing, and hoping we were right. Then we copied others who had success. Some of that still exists, and that’s not a bad thing. But where our business goes in the future is going to be drastically different.

I’d like to see the difference makers in our format remembered for years to come, and practices that have stood the test of time remain valued down the line. Change is inevitable in every business and I’m excited about the road that lies ahead especially some of the technological advancements that are now available or will soon become a bigger part of our industry. I think we can embrace the future while enjoying the present and celebrating the past. The best way to do that is by bringing together everyone who is and is hoping to be a part of the sports media universe.

So here’s two things we’re doing to make sure future broadcasters have an opportunity to learn with us.

First, I want to send a HUGE thank you to Steve Kamer Voiceovers. Thanks to Steve’s generosity, TEN (10) college students will be given FREE tickets to attend the 2023 BSM Summit in March. Steve is a USC graduate (Class of 1985) and he bought the ten tickets to help young people learn about the industry, save money and make valuable connections. When I first received his order, I thought he hit the wrong button. I reached out to tell him a mistake was made and I needed to refund him. That’s when he told me what he wanted to do for students who were pursuing their broadcasting dreams just as we both did years ago. A very classy gesture on his part.

As it pertains to the contest, here’s how it’s going to work.

To win tickets to attend the Summit, students must submit a 2-minute video by email to explaining why they’d like to be in attendance and what they hope to learn at the event. Included in your email should be a list of steps that you’ve taken or are pursuing to explore opportunities in the media industry. If you want to pass along a resume and audio or video clips too to showcase your work and experience, that’s fine as well. BSM will accept submissions until February 17th. The winners will be announced on Friday February 24th.

Helping me select the winners will be an exceptional panel of media executives. Each of these folks below will choose one person to attend our L.A. event. The final two will be picked by Steve Kamer and myself.

  • Scott Shapiro – Senior Vice President, FOX Sports Radio
  • Justin Craig – Senior Program Director, ESPN Radio
  • Jeff Sottolano – Executive Vice President, Programming, Audacy
  • Bruce Gilbert – Senior Vice President of Sports, Cumulus Media & Westwood One
  • Amanda Gifford – Vice President, Content Strategy & Audio, ESPN
  • Jacob Ullman – Senior Vice President, Production and Talent Development, FOX Sports
  • Greg Strassell – Senior Vice President, Programming, Hubbard Radio
  • Scott Sutherland – Executive Vice President, Bonneville International

To qualify for the BSM Summit College Contest, students must be enrolled in college in the state of California, pursuing a degree that involves course work either in radio, television, print or the digital business. Those attending local trade schools with a focus on broadcasting are also welcome to participate. You must be able to take care of your own transportation and/or lodging.

This is a contest I enjoy running. We’ve had great participation during our prior two shows in New York City but haven’t done it before on the west coast. I’m hoping it’s helpful to California students and look forward to hearing from many of them during the next month.

For students who live out of state and wish to attend or those enrolled at local universities who enter the contest but aren’t lucky enough to win one of the ten free tickets from Steve Kamer Voiceovers, we are introducing a special two-day college ticket for just $124.99. You must provide proof that you’re currently in school to take advantage of the offer. This ticket gives you access to all of our sessions inside the Founders Club. College tickets will be limited to forty (40) seats so take advantage of the opportunity before it expires.

The 2023 BSM Summit will feature award ceremonies with Emmis Communication CEO Jeff Smulyan and legendary WFAN program director Mark Chernoff, sessions with influential on-air talent such as Colin Cowherd, Jim Rome, Joy Taylor, and Mina Kimes, big picture business conversations with executives from groups such as Audacy, iHeart, Bonneville, Good Karma Brands, Barstool, The Volume, Omaha Productions and more. For details on tickets and hotel rooms visit

I look forward to seeing you in March in Los Angeles!

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Barrett Blogs

Barrett News Media To Gather The Industry in Nashville in September 2023

“I’ve been lucky enough to play a key role in bringing the sports media industry together on an annual basis, and in 2023 we’re going to attempt to do the same for news/talk media professionals.”

Jason Barrett




One of the best parts about working in the media business is that you’re afforded an opportunity to use your creativity, take risks, and learn if an audience or advertisers will support your ideas. Sometimes you hit a homerun, other times you strike out, but regardless of the outcome, you keep on swinging.

I’ve tried to do that since launching a digital publishing and radio consulting company in 2015. Fortunately, we’ve delivered more hits than misses.

When I added news media industry coverage to our brand in September 2020, I knew it’d be a huge undertaking. The news/talk format is two and a half times larger than sports, many of its brands are powered by national shows, and the content itself is more personal and divisive. I wanted our focus and attention on news media stories, not politics and news, and though there have been times when the lines got blurred, we’ve tried to be consistent in serving industry professionals relevant content .

What made the move into news media more challenging was that I’d spent less time in it. That meant it’d take longer to find the right writers, and it required putting more time into building relationships, trust, respect, and support. Though we still have more ground to cover, we’ve made nice strides. That was reflected by the participation we received when we rolled out the BNM Top 20 of 2022 the past two weeks. Hopefully you checked out the lists. Demetri Ravanos and I will be hosting a video chat today at 1pm ET on BNM’s Facebook and Twitter accounts, and through Barrett Media’s YouTube page discussing the series, as well as this article.

It’s because of that growing support, trust, and confidence in what we’re doing that I’m taking a risk yet again. I’ve been lucky enough to play a key role in bringing the sports media industry together on an annual basis, and in 2023 we’re going to attempt to do the same for news/talk media professionals.

I am excited to share the news that Barrett News Media will host its first ever BNM Summit on Thursday September 14, 2023 in Nashville, TN. Our one-day conference will take place at Vanderbilt University’s Student Life Center Ballroom. The venue we’ve selected is tremendous and I’m eager to spend a day with news/talk professionals to examine ways to further grow the format and industry.

If you’re wondering why we chose Nashville, here’s why.

First, the city itself is awesome. The access to great restaurants, bars, entertainment, hotels, and famous landmarks is unlimited, and when you’re traveling to a city for a business conference, those things matter. Being in a city that’s easy for folks across the country to get to also doesn’t hurt.

Secondly, a conference is harder to pull off if you can’t involve successful on-air people in it. If you look at Nashville’s growth in the talk media space over the past decade, it’s remarkable. Many notable talents now live and broadcast locally, major brands have created a local footprint in the area, and that opens the door to future possibilities. I have no idea who we’ll include in the show, and I haven’t sent out one request yet because I wanted to keep this quiet until we were sure it made sense. I’m sure we’ll have plenty of interest in participating and I can’t promise we’ll be able to accommodate all requests but if you have interest in being involved, send an email to

Third, finding the right venue is always difficult. We looked at a bunch of great venues in Nashville during our vacation this past summer, and when we stepped on to the campus at Vanderbilt University and walked through the SLC Ballroom, we knew it was the right fit. It had the space we needed, the right tech support, access to private parking, a green room for guests, and it was within walking distance of a few hotels, restaurants, and the Parthenon.

As I went through the process of deciding if this event was right for BNM, a few folks I trust mentioned that by creating a Summit for news/media folks, it could create a competitive situation. I don’t see it that way. I view it as a responsibility. I think we need more people coming together to grow the industry rather than trying to tear each other down. I hear this far too often in radio. We worry about what one station is doing rather than strengthening our own brand and preparing to compete with all audio options.

For years I’ve attended conferences hosted by Radio Ink, NAB, Talkers, and Conclave. I’ve even spoken at a few and welcomed folks who operate in the consulting space to speak at my shows. I’ll continue to support those events, read various trade sites, and invite speakers who work in a similar field because they’re good people who care about helping the industry. I believe BNM and BSM add value to the media business through its websites and conferences, and though there may be a detractor or two, I’ll focus on why we’re doing this and who it’s for, and let the chips fall where they may.

I know juggling two conferences in one year is likely going to make me crazy at times, but I welcome the challenge. In the months ahead I’ll start lining up speakers, sponsors, building the conference website, and analyzing every detail to make sure we hold up our end of the bargain and deliver an informative and professionally beneficial event. The news/talk media industry is massive and making sure it stays healthy is critically important. I think we can play a small role in helping the business grow, and I look forward to finding out on September 14th in Nashville at Vanderbilt University.

Hope to see you there!

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Barrett Blogs

Jimmy Powers, Raj Sharan, Matt Berger and John Goforth Added to 2023 BSM Summit Lineup

“BSM is having a special Holiday SALE this week. Individual tickets are reduced to $224.99 until Friday night December 23rd at 11:59pm ET.

Jason Barrett




In less than a hundred days, the BSM Summit will return to Los Angeles for two-days of networking, learning, laughing, and celebrating. The conference hasn’t been held on the west coast since 2019, and we’re looking forward to returning to the city of angels on March 21-22, 2023, and bringing together sports media professionals at the Founders Club, located inside the Galen Center at the University of Southern California.

For those of you who haven’t purchased your ticket(s) yet, BSM is having a special Holiday SALE this week. From today (Monday) through Friday 11:59pm ET, individual tickets are reduced to $224.99. If you’re planning to come, and want to make sure you’re in the room, take advantage of the extra savings and secure your seat. To buy tickets, reserve your hotel room, and learn more about the Summit’s speakers, click here.

We’ve previously announced twenty one (21) participants who will join us on stage at the 2023 BSM Summit. Today, we’re excited to expand our lineup by welcoming four (4) more additions to March’s industry spectacular.

First, BSM is thrilled to have two accomplished sports radio programmers contributing to the event. Jimmy Powers of 97.1 The Ticket in Detroit will make his Summit debut in L.A.. Fresh off of a Marconi victory earlier this fall, The Ticket’s brand manager will share his insights on the present and future of sports radio on one of our programming panels. Also taking part in that panel will be the leader of 104.3 The Fan in Denver, Raj Sharan. Raj appeared on stage at the 2022 BSM Summit in NYC, and we look forward to having him return to lend his voice to an important sports radio programming discussion.

But programming won’t be the only thing we invest time in out west. Growing a business, more specifically, a digital business will be part of our conference agenda as well.

When it comes to maximizing digital revenue, few brands understand the space better than Barstool Sports. Charged with growing the brand’s revenue is Senior Vice President and Head of Sales Matt Berger, and we’re looking forward to having Matt join us for a conversation that will focus on monetizing digital opportunities. Before joining Barstool, Matt sold for Bleacher Report/House of Highlights. He’s also worked for Warner Brothers and the Walt Disney Company. We’re excited to have him share his wisdom with the room.

Also taking part in our digital sales panel will be John Goforth of Magellan AI. John knows the radio business well from having served previously as a sales manager and salesperson. Since leaving traditional media and joining Magellan AI, John has studied the podcasting advertising space and learned who the top spenders are, who’s making big moves with their podcast advertising budgets, and which publishers are best positioned to benefit. Having his expertise on stage will help many in the room with trying to better understand the digital sales space.

There are other speaker announcements still to come. We have some big things planned, which I’m hoping to reveal in January and February. I want to thank ESPN Radio, FOX Sports, Showtime, and Point to Point Marketing for coming on board as partners of the 2023 BSM Summit. The support we’ve received heading into Los Angeles has been tremendous, and we greatly appreciate it. If you’re looking to be associated with the Summit as an event partner, email Stephanie Eads at

That’s all for now, but be sure to take advantage of the Summit Holiday Sale. You have until Friday night December 23rd at 11:59pm ET to take advantage of discounted tickets. Happy Holidays!

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