my name is vas kineras. i've been a small business owner on fillmore for 25 years. i took it from a noninterat the ti time -- non-internet business to a highly internet business. and actually, fillmore street was one of the test cases for this report. so it's really interesting, because as a small business, we see the small of creating experiences for consumers to come into our stores. and analogously, we should do this on a street wide level. it's really important to think of these merchant corridors not just as individual businesses, but a collection of businesses that create a brand in these different merchant corridors. the brand consists of the history of the neighborhood and also the type of brands that are in these neighborhoods, so it's important to highlight these not only to our surrounding neighbors, but to other parts of the city and our tourists, as well. it can only strengthen us. i want to think about these merchant corridors as experiences and where people can go and spend a whole day in different neighborhoods, so i really look forward to working wi