. >> and that's how the idea for the lansing west virginia based adventures on the gorge was born.aul approached all three company owners. everyone involved sensed that a deal wouldn't be a simple one. >> i did see some challenges because we were competitors, for sure. and you know, that relationship, we had to work on. >> but soon enough, paul was able to convince them that the key to their collective survival was joining forces. >> there's a point in a family business where the family is necessary for its survival. there's a point in a business where the business outgrows the family. and the rivermen were at that point. >> so they came to an agreement, got a team of investors, and each founding owner maintains partial ownership in the new company. with paul serving as the ceo. while the founding companies all fall under the adventures on the gorge umbrella, the brands themselves live on independently. when i walk around this campus here, i still see logos for all three companies. why do that? it seems more expensive and maybe a bit confusing to your company. >> the loyalty is to