president clinton is coming, tony blair, cindy crawford, very popular on the set sean penn, lots of greatbeat day. we try to raise as much money as we can, do it in a fun way >> what charity is the money targeted for this time around? >> so we thipick 150 different charities. each celebrity picks a charity and we support their charity the relief fund keeps about $5 million and does one big thing so you remember earlier this year we went to puerto rico. and we went down and gave away the $5 million to 5,000 families down in puerto rico. giving each a thousand dollars so, you know, we're ready for next one i hope there is not a next one i hope it lasts a little longer, but we're ready for the next big thing and that's what we do, we give 150 different charities and it is really an uplifting day for very difficult day but it is the right way to spend september 11th for us. >> business on that day is -- does it go up for you? >> huge. huge our clients are incredible they come in, you know, prince harry picks up the phone and starts talking so you say, all right, i'll buy 500 million of x, y,