October 11, 2022 in The Park Pod
Welcome to the October 2022 episode of The Park Pod. So glad you could be with us. Where this month we're talking to new friend Eli from BoaVida RV Parks and Resorts. They were excellent to have on. We're so glad to get to know them. They have parks in multiple states and got a lot of good things going on, so check that out for sure. In addition, as usual, we have some news from the industry what's going on this month? And you don't want to miss the expert marking tip, where this time we're talking about SEO and some tactics that you want to do in this particular time frame. How things continually change in the industry when it comes to being found on search engines. Stay tuned to that as well. Once again, glad to have you.
Listen via Anchor.fm
Here we have our website, RestRelaxRoi.com. Check it out. You can download our free ultimate RV park marketing checklist. Have it, take it to with. It what you will hopefully learn and better yourself in your park and your marketing. What do we do with the M5 system? This is where we put all these pieces together to improve it parks entire marketing operations.
We start with a reputation. We move on to resale, reach, and retarget. Those are the four areas that we primarily focus on. Check that out as well. You can check out our blog. And while you're checking things out, this is like you're at the grocery store. You're going to check out the Instagram and our social media. Be sure to follow us if you haven't already. We'd love to connect with you. Now we're on to the next thing.
Campground News
All right, the October 2022 publication of Woodall's Campground magazines we're looking at the survey that was just recently completed. New survey identifies park owner trends and challenges. You can see here at the top, it says park owners face a myriad of challenges in areas like marketing, social media, management, staffing, and more. According to a newly released campground owner and manager survey, the survey highlights some of the key trends and challenges that park owners face as a navigated period of time in the outdoor hospitality industry that has brought a new blood of campers into their parks. This was conducted by Scott Bahr and he's a president of the Cairn Consulting Group and Billie McNamara, who is a consultant and also a manager at Loons Haven Family Campground in Naples, Maine. And then, of course, Woodall's supported it as well.
It's difficult to see on the screen here, but I recommend that you go to Woodlescm.com to download this particular publication and then you can look at it a little more closely. But if you look at the stats, if you zoom in, you'll be able to tell that staffing is the number one concern. 65% overall realize they need help with that. And I think we all understand that challenge. And then actually third overall, from what I can tell was dealing with local ordinances was a big challenge. And then coming up third place overall is marketing. Wow. We know that people need help with all those areas and others. You can read this article and find out more about that survey at Woodall's.
In addition, we're going to look at the Modern Campground in the Glamping Show. Just happened this month, and as of the recording, it just finished up yesterday. You'll be seeing a little bit later. Also would like to draw your attention. This is my half birthday, October 5, so just remember that for the future. But now we had influencer marketing as it relates to Glamping, and we had the folks from HoneyTrek that spoke on that at the show Anne and Mike Howard.
The idea that influencer marketing can be useful bonus for Glamping, but talking about any kind of campground, RV park could potentially use that to get in front of the right types of people. And so here's a quote that says good influence. They said it's important for a business just to thrive. To do so, the audience must be engaging with diverse content and influencers can help with this type of marketing. They define that as online personalities or niche experts. We'll say niche, not niche whatever, with an engaged social media audience who can impact someone's potential purchase decision through compelling content creation and storytelling. So, yeah, I definitely agree. That is a great way to market your campground, RV park, resort, or Glamping site. That's the news for October 2022, at least the one that I care about.
Hats Off to BoaVida RV Parks & Resorts
Mark Rowan: Hey, everybody. Welcome to the Hats Off. We've got a beautiful BoaVida RV hat today. And Eli Weiner from the BoaVida group. Thanks for being on with us today. How are you doing?
Eli Weiner: Great. Thank you for inviting me. I'm up early on the West Coast here, enjoying my coffee with you this morning.
Mark Rowan: Very good. Yeah, I was thinking when I saw the time that you agreed to and the fact that you're from California, I was like, this guy gets up and gets it done. So excited to have you on. Just jumping off from the beginning here. Who are you, first of all? And why are you here?
Eli Weiner: Well, my name is Eli Weiner and I own and operate mobile home and RV parks across the country. And this is, I think, mostly we were going to talk about RV parks, which is a little bit different for me because normally we always focus on the mobile home park sector. Well, I'll give you a little more background. So we own and operate over 190 properties, and about 20% to 25% of those are RV. So it's about 25,000 spaces.
I'm 44 years old. I've been doing this since I was, I think, 22. So the trick to getting into the mobile home and RV park business is be completely unhirable. If you have no options, then you can find yourself in this business. We always bought like, long term extended stay RV parks and ran them just like mobile home parks. We have several of those. Those are kind of the majority of that. But in 2017, by kind of accident, to buy this beautiful golf course mobile home park, I had to buy this 163 space RV park in Borrego Springs that was attached to it, that had a beautiful nine hole golf course that was in between the RV park and the mobile home park.
I had to buy them both together. And actually I was nervous about the high end destination RV park business, so I tried to flip it to the broker. The broker, he also liked RV parks, he passed, and we're so glad that he did because that has been probably one of the most successful deals I've ever done, just the RV portion of that park. But it was scary because a well-run, high end destination RV park, it's like running a hotel. It's not like where a mobile home park might be more like an apartment complex. The RV park is more like running a hotel. We had to bring in a different team that thought differently and was trained differently. We've been building out that team, and that company is called BoaVida RV parks, Resorts. You're showing off one of our fancy hats there. I think I sent you a bunch of them.
Mark Rowan: Yeah, I got another one in the background.
Eli Weiner: The camo is my favorite. Yeah, I like the red, white and blue.
Mark Rowan: There you go. I got that one over there, too. It just too far to reach for it, but yeah, I've been wearing these already. Definitely sweet hats.
Eli Weiner: You got to get your BoaVida gear. But the difference is we just love that business. We love the people in that business. We vacation in that park. I think we're going this year for Thanksgiving. We'll usually alternate Christmas, Thanksgiving, when we actually go down there and stay there. We've got other parks up in the mountains that we go to in Northern California.
Mark Rowan: So the question is, as the owner, do you pay to get there or you just show up?
Eli Weiner: You always pay and you always work, but the work there is fun. And serving hot dogs with the kids and stuff like that, or ice cream, that's good stuff.
Mark Rowan: You don't take executive advantage and kick people out of your favorite spot or anything like that?
Eli Weiner: No, but hopefully on the golf course ones, hopefully they'll let me play with them. They don't let me win.
Mark Rowan: BoaVida -- tell us about what is that and why choose that as your brand?
Eli Weiner: I'll go a little bit further back, but when I originally started in the business, I had a different there was a different name. It didn't mean anything. It was a copy of another company's name. I didn't understand anything about culture. There was no purpose. It was just not to go broke. So in 2017, when I started my own company and merged my other partnerships, there was a word that just always stuck with me, that I always loved, and that was boa vida. My wife is from Brazil. I've got two kids, one that's off at Grand Canyon University in Arizona and then freshman in high school. And my older son, he was born in Brazil. Whenever we'd be in Brazil, and my language skills are terrible, so I never learned Portuguese, but I'd be hanging out, and we'd always be at barbecues, and people would be over salting the barbecued meats and drinking beer and stuff, and they'd always look to me, and they didn't know what to say because we couldn't communicate that well. So they'd say the "boa vida" and this was the good life. The good life was our kids are running around.
They're playing, the family is together. We've got community. When you think about that, whether it's a mobile park or RV park and even, like, the neighborhood, any neighborhood you live in, we've all kind of gotten away from knowing our neighbors and having that community. So I challenge our team to help. How do we continue to build the BoaVida within our communities? We got to take care of the basics, but beyond that, can we actually build a great community and great relationships? In many ways, that's the extra bit of work that they have to do to make it really good business into an extraordinary operation.
Mark Rowan: That's awesome. All right, so we touched on the mobile home side and RV park, but another piece of what you do is give people the opportunity to invest. So talk to us a little bit about what that looks like.
Eli Weiner: So in 2019, we decided to put together a fund. We used to raise on individual deals. Because we've had a very good track record, and we never sell we try to never sell any properties. We want to hold these properties forever, and we get our money out through cash flow and through refinance. And also it benefits the residents or the customers because we have this long term hold mentality.
We're putting a lot of capital into the properties, and we want to really maintain them and keep them at that high level. With the fund, we all put our money into the fund. I put my money side by side with investors. I typically put between $2 million to $3 million a year. Our company looks at about 1,000 deals and the goal is to see if we can find 20 or 30 deals that make sense. Investors basically have the opportunity to invest side by side with us in a diversified fund with mobile home and RV parks and they get a bunch of accelerated bonus depreciation. The depreciation for mobile home park and RV parks is really kind of unmatched as far as real estate goes or any other asset that I've ever heard of.
But the goal is on average five to six years to be able to refinance and get 100% of your cash flow back. And a lot of times with the RV parks, the cash flow is a lot stronger. You're getting a lot of your money back without even having to refinance. We typically if we buy 30 properties, we're going to have maybe 10% to 15% of those will be RV.
Mark Rowan: When you're trying to give somebody wisdom about investing in these opportunities, what kind of wisdom would you drop on them?
Eli Weiner: First of all, mobile home parks are simpler to run than RV parks like we talked about. You want to make sure you're not buying yourself a job. If you're going to invest in a syndicator ... I would be a real estate syndicator. I specialize in mobile home and RV parks. I'm an operator. I'm a hands on operator with a team that has phenomenal resources that bootstrapped it from day one. It's important who's running the company, right? But it's also important incentives. I've got a lot of friends that are in the same business and I know a lot of people that are all in the same business. The typical way that people that when you invest in these type of real estate, either funds or syndications or individual deals is a very fee heavy. The whole world is really about charging fees and incentives matter.
If someone gets paid to buy something, if they get an acquisition fee, and many times in real estate it's 1% to 2% acquisition fee. In mobile home and RV parks it's more like 2% to 4% acquisition fee. They're making more money than the broker. And then on top of that, they're getting paid an asset management fee during the course of holding the property and then they're getting paid a disposition fee when they sell the property. They're highly incentivized to buy stuff and to sell stuff. So that to me is very typical but the incentives are in the wrong place.
Now with the way that we do it is we don't charge any fees, no acquisition fee, disposition fee, asset management fee, no fee if we get a loan. We have a lower preferred return a five prep and a 50/50 split. Sometimes we structure it with bigger splits for the investor. The main thing is we don't participate in any of the cash flow until the investor gets 100% of their money back, plus at least 5% per year. We go five years and not make a dime.
So what are we incentivized to do? And we also have a structure within our company that we pay people well, but there's a lot of people in our company that are set up directly that have equity upside in individual deals. You have not just me, but other team members that are working their butts off to get and think about it, I'm always one of the biggest investors to us. I set up this with an investor mentality. You and me as investors, once we get our money back, these other team members that did all the hard work, they start building equity. That's when we split with them. It's a different way of thinking about it.
These days, we're competing with the Blackstones, with the Carlisles, all the big companies. There's a lot of newer young guys that are out there raising $50 million funds and they're making their money buying stuff and selling stuff. They're not really creating value at he properties for any long term value for anyone or especially for the residents. They don't have that type of partnership.
My answer is kind of long, but any investment I think you look at, you look at what are the incentives? If we don't succeed, we have a determination to succeed because we don't, we don't benefit. Where so many times you can see that it's not working out, let's just sell it and we make money. Right, but I will tell you, it's one of the most forgiving real estate asset classes there is.
You can have a lot of bad operators still make money, which you can see as a sector, that's a good thing. But it's also a bad thing for the sector. We buy properties from bad operators all the time and they made money on the deal. There's no doubt they made good money on the deal. There's so much meat on the bone because they haven't filled the vacancy or done the right marketing or whatever.
Mark Rowan: Based on some of the big players, especially mobile home investment space, you guys are kind of doing the opposite of some of the strategies out there. Some of the ones I've run across, it's just like I said, it's a great space to be in and their motivation is to get in there and raise prices and just make a bigger chunk of money off of the people that are already there and not necessarily worried about the long term.
Eli Weiner: They have a five year, seven year, ten year horizon. And that's as far as they can see.
Mark Rowan: Yeah, I like what you guys are doing as far as you're no pun intended, but obviously you're invested in the long term and it's not all about getting in the black necessarily. It's like, how are you helping people have a good life, right?
Eli Weiner: We had a meeting yesterday with a lot of our regional managers and we talked about delighting the customer. The challenge with our business and we don't think of that like you would think of it if you're selling furniture or you're selling some sort of product that you want to make sure that they come back to you. I think that that's one of the problems with especially with the RV you want to delight that customer.
In some cases, maybe we have the best properties. In some areas we got the Borrego Springs, we got the Zion, we got stuff on the coast in Northern California. In other places, our product may not be any more special than anyone else's. If that's the case, how do we give the customer a better experience? And especially RVers ... they come in, they have a good experience, and they build a relationship with someone that's working there. Or they just think someone else that they met there and they had a good experience, they're coming back. The other thing is that's also when price doesn't matter that much. They'll long forget what they paid, where they'll remember their experience.
Mark Rowan: 100%. We just talked about that in one of our recent webinars about resell. It's so much easier in business in general to get those people that already know you to come back. That experience as it relates to the whole thing, from finding the park, booking it, enjoying your stay and all that. You optimize all those pieces of it, then you've got the raving fan or your case, delighted followers and things of that nature. Makes it that much easier for them to say, hey, we need to come back there. In regards to your RV parks as of today, how many parks do you guys own, manage?
Eli Weiner: I figured you're going to ask that and I should have done my homework. It gets a little tricky because of the long term (parks). I'm going to apologize for not having the exact number, but if we just talk about the daily, weekly high end destination RV parks where some are seasonal and stuff like that, then you're looking at approximately ten. I was going to pull up boavidarv.com. I got to tell you, there's so much I don't know these days because I have such a great team. My legacy investors, they always tease me because they used to ask me questions. They were amazed because I knew everything.
Mark Rowan: Well, it means you got somebody that's helping you get things done. So that's good.
Eli Weiner: Let's see. So about eleven destination RV parks that fall under the BoaVida RV brand compared to the extended stay which is managed by BoaVida Communities.
Mark Rowan: Right. If you wanted to highlight two or three of those, where are they at and what's the thing that is the attraction in those particular areas?
Eli Weiner: Drinking from this mug. It says, May the forest be with you. I got that at my inspection when we had the Trinidad. So in Trinidad, California, it's called Emerald Forest. Basically it's on the Emerald Forest and Cabins. It's on the coast in Northern California above Eureka, giant redwoods. That place just stays packed. It's an awesome place to visit. Be careful when you're walking on the beach because that's where they have a lot of big waves come in. It's really just awesome there. That's a great place.
My favorite is Borrego Springs. If any of your listeners ever visit Palm Springs. If Palm Springs is basically too much of a concrete jungle for you, and you want just awesome desert that there's only 3000 people. We've got two golf courses and fishing ponds. We've got some amazing swimming pools. We've got these different types of jacuzzi that are killer, but there's hiking. It's called the Springs at Borrego is the RV park. If you go to I think if you just pull up the Springs at Borrego or you can go to BoaVidaRv.com and you can look these up. But that park is probably my favorite. We like to go there with the kids and play pickleball and tennis and ride bikes and my wife likes to go on the hikes. There's all these like slot canyons and stuff. Ram's Hills Golf Course is a fancy golf course up there. But that's just a killer location.
One of our other top locations ... We've got some great places that are great stops along the way, like in Las Cruces. But one of our real destination parks is (actually, I don't know if it's on this map). It looks like it's not. We may have found something to update. So just outside of St. George, Utah, is Zion. I think it's actually the town of Virgin, Utah, and it's right near the entrance to the Zion National Forest. If you haven't been there, that's really something to see. Our property is actually forget which river it is, but the river runs right through it. You can play right there in the river. For the kids, we actually have this little gold mining thing in the front of our shop there that the kids can kind of play with and practice their gold mining skills.
It's a lot of fun. When you're walking around and people are sporting their American flags. Actually you have a lot of foreigners that are traveling through the US through RV. It's just a great way to see the country.
Mark Rowan: I've been to Zion. It's been several years ago when I was a kid. Definitely a great place to visit, if you haven't done already.
Let's talk about your giving back. I noticed when we were on your website there are several organizations that you guys support in one passion or another. How does that part of your business reflect your goals and visions as a business owner and leader in the space?
Eli Weiner: There's a few things that we do. I try to focus locally, but if something gets on your mind, things start out like snowballing by saying yes to things. You just start saying yes, and then if it becomes too overwhelming, then you can kind of cut back from there.
In the course of kind of learning, not a huge fan of the word balance, but when you're doing your due diligence on a property that you might buy, a mobile home park, RV park, you want to make sure it's a good investment, especially if you're going to invite people alongside with you. Most of the time if it's a local charity and you can go meet the people running it, who are the operators, where's the money going, who are the people it's affecting?
We've kind of focused a lot on women and children ministries and stuff like that and charities, but last couple of years we've been very focused with Fellowship of Christian Athletes. Then this year we're doing a bunch for Youth for Christ. There's the Teen Center in West Sacramento. Our goal is to raise $100,000. I was doing a 100% match, so we've exceeded that goal. It's still actually going right now. We do this Valera Capital Cup every year where we can pick our own charity and send that out. I send that out to a lot of my contacts and stuff. If anyone's passionate about Youth for Christ wants to double their investment with me on that, then I'm doing 100% matching on that. We've already raised over $100,000 for them in the last 30, 40 days.
We try to do something locally every year there, and then there's a few other local charities we'll give some money to. The other cool thing is I just have so many great investors and I've got one of our legacy. I call legacy investors because they've been investing with me for ten years or so or more. These people have made money and they've retired and now they're working on stuff. We've got I think it's Hands for an African Child or something and it's building homes in Uganda. We send some money there.
Also we do a matching every year in Tijuana to help build homes there and a lot of churches, it's great that they do this. They go there and they build these homes and a lot of churches have programs and it's great also for our kids to go and participate. This group, it's called Build a Miracle in Tijuana. This guy has a business in Tijuana, steel business, steel fabricating business. His wife for years have been very passionate about helping the community there.
What they've done is they've actually built these community centers but they hire like professionals to build these houses. Now we're building houses with actual plumbing. You have bathrooms and you have electricity and things like that. Compared to a lot of the, you know, not to talk down about the other things, but because obviously the better situation than what they were in, but having a construction background, a real estate background, it's nice to build someone something like that where we know that they're not going to abandon it. Then on top of that there's a community center. They're going in there. We're getting kids scholarships. We're getting kids job opportunities and things like that. At the same time sharing the Gospel with them.
There's lots of stuff like that that. The other thing I'm really kind of proud of our team, so I challenge them every year, thanksgiving and Christmas: who can we find in our communities that need help? Actually we're coming close to that time and so we're going to be doing it again. The stories that I get back ... There's so many people just in our communities we have an opportunity just to help people.
Whether it's some seniors that just need help with groceries, or a great kid that got their bike stolen or something that needs a new bike, or some kids need new shoes, or just stuff like that. We really challenge our own on site teams to see how we can be a positive impact to our residents.
Mark Rowan: That's awesome. I love to hear it. As its said, better to give than to receive. You guys are practicing that and that's awesome.
With your RV parks now I know that you have a gentleman that kind of oversees what happens on that level as far as managing operations and marketing, all that, but we want to get your best RV park marketing tip. What have you guys seen that's worked well for your places?
Eli Weiner: He would probably be better to answer that and I think this would go mobile home or RV, it wouldn't really matter. It's always something simple, it's always the most basic. If the phone's not ringing, I like to think of a phone like a little dancing phone, you know, like if it's happy, it's dancing. If it's ringing right at first it feels great and then it won't shut up. It needs to be bouncing until it falls off. The floor, right? I mean, hopefully you catch an answer. The reason it's not dancing is because of us, right? We have accountability. It's always us.
I just found one of our properties. When you Googled it, when you looked up RV, and it's not one of these. It's a more extended stay one that also has storage. When we Googled that and the funny thing is, it was one of our season guys, so he knew this. He totally knew this. But he didn't go back to the basics. We were talking about why we had so much vacancy. While we're talking on the phone. I just went online and I said, okay, well, why don't I just type in the name of the lake it's on and the RV. Did it pop up? No, it didn't pop up. Then we did a deeper search. We found it the wrong phone number. And it's a newer acquisition. Normally our team goes through all this stuff and they go through each thing, and this one was missed.
It's always the most simple, and everyone thinks it's complicated that we need to do this. Our price is too high. I guess thing that I would tell people is you be the customer. If you're the customer and you're trying to find that RV park, what are you going to do? Most people today are going to pick up their phones and they're going to say they're just going to type in I'm going here to this location. So they're going to type in location. They're going to type in RV park. So what pops up? Okay, so does the RV park pop up that we're trying to bring people to? If it does, great. Now, is it the right phone number? That's it. Okay, now it's the right phone number. Let's call the phone number and see how they answer.
We actually have a team, our inhouse marketing team, they shop people and they do that every few months. We just had one, and they're going back and doing training with people if the phone is not being answered or it's not being answered nicely. We just had one of our team members said, before you pick up the phone, smile. You're going to be a lot nicer if you just smile before you pick up the phone. Right? So how's your response? So it's like just start from the beginning. It's the most basic thing and all those because to hire a great company like yours to put fuel on the fire to generate phone calls right. You have to make sure all those things are in line, too.
Mark Rowan: You're preaching what we have been talking about in our webinars and things like we start out with when we started doing them recently, your reputation. A lot of people think of it as just do we have good reviews or not. That's one element of the whole picture. You just did a great job of putting out what that entails besides that, right? How do you answer the phone? Do you answer the phone? If you can't answer the phone, is there something in place that allows the customer to continue the conversation?
Of course, we have an awesome solution for that kind of thing. Missed call, text back. There's a lot of things that, in addition to positioning yourself with a smile and delivering a great experience one on one, there are other pieces to that. Like you said, is your phone number, right? All these things that are just little pieces. Not difficult, but a lot of times you guys have a great team in place. Then there are other folks that might watch this. It's kind of on them, and they're a single location, maybe family owned and things like that. There's some things that you can do on those small little changes that can help in the long run to avoid people not finding you, people leaving bad reviews because no one answered the phone, whatever the case may be.
Eli Weiner: Those little tweaks can generate a ton of business.
Mark Rowan: Exactly. Yes, we agree and listen to Eli. We're wrapping our time up today, but we do want to get a favorite camping story, either growing up or maybe with your family that you have now. Share a fun memory or story about that. What do you got?
Eli Weiner: Wow, that's definitely a tough one. That's a tough one. When you mentioned that you're going to ask me that, I was trying to think of good camping story. We used to do company camping trips, and those are great. Now it's a little tough to do that with the company spanned from coast to coast. As far as with the family, just canoeing in Tahoe, stuff like that. I will tell you, though, we do less camping now. But I do every year my son and I go with a group of brokers, mobile home and RV park brokers and some investors up to Ketchikan, Alaska. We do a fishing trip up there every single year for a full week. That's just like the best time ever. Time with my son out there killing fish is a lot of fun. Filling the freezer.
Mark Rowan: Well, Eli, we're super thankful that you could spend some time with us today. Get up super early and start your day right with Rest & Relax ROI. So thankful for that. Any last words, parting knowledge or anything you'd like to share with our viewers and listeners?
Eli Weiner: Well, thank you for inviting me. I would just recommend that if you're not allocating capital to marketing, then definitely reach out to Mark and have that conversation with them, because it's a little simple things that they'll help you with, and you'll start tweaking and next thing you know, those vacancies, your occupancy is going to go up.
Mark Rowan: Awesome. Well, thanks for the shout out, Eli. I wasn't fishing for compliment, but I'll take it. All right, everybody, we're glad that you tuned in this time around. We will catch you again on the Rest & Relax podcast on the next episode. Until then, happy trails.
R&R ROI Marketing Tip
2022 SEO tactics. That is the marketing tip we're looking at today. We spoke about this, amongst other things, in our latest webinar when it comes to being able to reach more people with your marketing tactics. Number one here you can see something that's important for 2022 when it comes to search engine is check core web vitals. These three areas are what this is about: how fast your page loads, how fast your page responds when someone does something on it, and the visual stability of the site.So does it shift a lot or not as far as things moving in and different things of that nature? So check those things. When it comes to your website, make sure that it's not slow, and that's definitely an important part of SEO for your website.
Another thing you can look at is being featured in "People Also Ask." That has to do with the search results at the bottom of the page when someone types in something, and they can also be featured in the bottom if you answer the correct questions that are being asked. Schema Markup/Rich Snippets: it's another thing you can implement and utilize to be featured in a special area of the search results.
Long form content: not just for the sake of being long winded, but providing really valuable, longer form information that can help your guests is huge, as well. Make sure you're always hitting the basics when it comes to SEO. Not only the long content, but just in general. All the content on your site is quality and your on page is optimized and that you do have backlinks from relevant websites. Those are some SEO tactics for 2022. Make sure you're getting those done.
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