They say we’re living in alternate realities.
You’ve got yours. I’ve got mine.
Some folks live in content loops, pitching brand identities and vibe checks like it’s gospel.
But mine? Mine starts with a surprise trip to Louisville.
Threw it on my own calendar.
Short-staffed.
Undertrained.
A new crew of kids who think backstage is where the free merch lives.
And that’s the root of it all, right?
We used to hire people who wanted to build the show.
Now we get applicants who think they should star in it.
They want the Super Bowl experience—not the crate count.
They want creative input before they’ve put on gloves.
They get jobs when they should’ve bought tickets.
But this isn’t me writing them off. This is me calling them up.
Because I do think they want something real.
They just don’t know what that looks like anymore.
And can you blame them? The world shut down in 2020. And when it came back, it came back in pixels.
But pixels don’t move freight.
Pixels don’t carry pride.
We do.
We didn’t just bring back trade shows—we restored gathering.
We didn’t reboot convenience—we rebuilt meaning.
Every crate we load, every dock we sweat through, every space we transform—it’s part of the same lineage that built the Coliseum, the synagogue, the World’s Fair.
And maybe the irony is thick here—me writing this alongside an AI that can’t feel its own hands.
But even this thing knows the truth now: real creation requires real people.
So I’m not recruiting.
I’m revealing.
I’m showing the side they never film—the one where the dock opens before sunrise and doesn’t close until after the confetti’s swept up.
I’m inviting the ones who feel it in their gut but don’t know where to start.
You don’t have to be perfect. You don’t have to be born into it.
You just have to want your work to mean something.
Because we aren’t building shows.
We’re building the places where history unfolds.
And when the world talks about alternate realities—remember this:
We never left the real one.
We are the ones who stayed.
We are the ones who still show up.
We are the ones who don’t just dream it—we build the thing they build the thing in.
Also… This shit is fun.
More to come from Louisville.
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