The New Social Media Strategy That’s Taking Over

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This week on Commercial Real
Estate Secrets.

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A few years ago, I helped my
dear friend Jared Kleinstein buy

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an industrial campus for fresh
tape media.

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Most people don't associate
warehouses with media companies,

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so let's start there.
Jared, for the listeners, who

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are you?
Tell us about fresh tape and

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gondola.
Sure.

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So my name is Jared Kleinstein.
I started Fresh Tape Media,

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which is a creative production
company in 2017, January 2017.

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Small little creative strategy
primarily off at the beginning

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in the back of my house.
And then we started hiring

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people still in the back of my
house.

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So that was fun when my like now
wife would like get out of the

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shower and there'd be like
people just walking through the

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living room.
So good times.

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But grew it from a tiny little
operation to a full service

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creative agency and production
company where we work with all

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the biggest sports leagues in
the world.

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We do a lot of things,
everything from commercial

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production to originals and
documentaries to social first

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content and design.
So a little bit of everything.

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And then we have a software
company called Gondola.

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So yeah.
And this is our, we're in our

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headquarters here in Denver.
So Calumet and 8th in the I

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can't, I guess it's Santa Fe
Arts District, kind of adjacent,

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somewhere between Santa Fe Arts
District and Burnham Yards.

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Jared and I could talk forever.
Jared and I grew up together.

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Context.
And it's just been very fun to

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watch somebody in my community
grow, thrive, and here we are.

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Well, everybody thinks that like
you're the one who made it

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because we get to see your
content.

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We also know of your like life
as a DJ at Red Rocks.

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So everybody's like thought you
were cool before you were also

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bad ass and successful in real
estate.

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So the honor's mine.
OK, OK.

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Is that most that most will come
and you're supposed to talk

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about them and then they just
want to talk about you?

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That happens every time, OK.
Good and obviously it could

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happen more with my husband.
Just kidding.

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I do a lot of bad my husband
jokes.

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Anyway, Jared, how has owning
your own campus changed your

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business?
Businesses, rather.

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It's kind of helped us be
exactly who we are, which is

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like the reason we bought it in
the first place is both a

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combination of it's nice to pay
yourself rent instead of paying

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somebody else rent.
It's nice to have a studio space

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that we can create in and
something we can grow into.

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But also with this like general
theory that businesses change,

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they evolve, they come and go,
but real estate is still the

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constant, right?
I think that's kind of like

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somebody once told me that was
like my their grand.

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I think it was my friend Adam
told me that was like what his

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grandfather's perspective was,
was that like, if I own a

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building, it does not matter
what happens in the world,

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somebody in a new industry will
fill it.

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So just a belief that real
estate was the like always going

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to have to be a backbone of what
we do.

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And it's kind of been like that
ability to be flexible in terms

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of what you use a real estate
campus for is also synonymous to

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what our business looks like.
The fact that we used to do like

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gifts and vines and short form
videos and now we do commercial

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work and big creative retainers
and whatnot.

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Like this space is sort of like
they parallels that we get to do

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creative things here.
This space will change.

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We used to have like, I don't
know, 8 or 10 people.

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Now we have 18 or something like
that in the office coming in

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every day.
And we have another production

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company next to us that shares
the space.

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And we use the studio for events
instead of just for shoots, so

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it's awesome.
OK.

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So you went from operating your
company in your house to a

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campus in the middle of Denver?
Well, first we had a tiny little

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office in across the street at
the Open Media building.

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We had like a Co working space
there, a room that that entire

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office was the size of this room
that we're in here.

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I think this may be bigger than
our first office.

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And then we expanded to a second
room because we just filled the

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first one with gear, filled in,
moved into a second room and

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then went into like a we called
the dungeon.

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It was like a downstairs like
big space, but had no windows.

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So it's kind of depressing.
And then COVID hit and then by

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the time we came back, we wanted
to have our own sort of space,

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and that's where we got this.
So December 21, right?

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Is that 1 focused?
I was wondering.

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I think so.
Good timing, great timing for

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interest rates.
Unbelievable.

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I think there's like this whole
generation of people that like,

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all we think about is how good
our interest rate, like whenever

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we're depressed about like the
state of the world and like war

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in the Middle East, we're like,
but our interest rate from 2021.

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2.6 like pretty good.
We had like a either A31 or A-29

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on a 10/25 or something like
that and it's doesn't exist

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today.
Hold it forever.

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Hold it forever.
Well, that's, you know, I don't

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know if you were going to ask it
anyway.

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What?
Who owns the building?

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Do we already address who owns
the building?

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No, and I wasn't.
So who owns the building?

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So we bought the building and it
wasn't because, you know, Fresh

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Tape is the tenant owner
occupier, but it's also owned by

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me.
I wanted to have a new LLC as

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recommended by you and other
industry experts.

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So we need to have an LLC.
My dog, who's not here right

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now, he's upstairs.
His name is Manchego.

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We call him the Cheese Monster.
And then when we were pregnant

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with our first daughter, Ava, we
called her the Cheesy Baby.

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It was this concept, like he's
the cheese monster.

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One day we'll have a cheesy baby
and the cheesy baby will sleep

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in that room and she'll read
these books.

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So when we're coming up with a
name, we were like, huh, cheesy

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baby properties because one day
it'll be hers.

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So the spirit of hold, hold,
hold, this all will be my

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daughter's by the 2 girls now
one day memorialized.

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Yeah, so.
Yeah, and one day your daughters

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are going to look back at this
and they're going to say, Dad,

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toss me the keys, old man.
They're going to say, what do

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you mean?
That ally used to be dangerous,

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so it'll be fun.
It's not dangerous, just if

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you're alone at night it's.
Not I've never felt a risk.

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I've only put out one fire.
There have been a few, but I've

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only put out one of them and
it's been great.

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Hey, you're.
We're in the mix, yeah.

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City.
Living wouldn't trade it for

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anything.
Good.

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I love to hear that.
So.

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So what changed everything for
you to go from literally a

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basement this size to a campus
in central Denver?

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The one of the coolest things
about running a service business

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is that you don't have crazy
costs right off the bat like on

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this.
If your, if your dream is to

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have a tech startup that you
sell for millions and millions

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of dollars, like you go through
this process where you aren't

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making money and then eventually
you make money, but then you

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fundraise and then you try to
scale up and you can't really

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make a lot before you get bought
or else people are going to

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think that you're, you know, not
making enough, etcetera.

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And the service business is
different, right?

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Like I love that we've been
profitable at Fresh Tape since

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the first day, like maybe the
second day, I know cost early

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on.
And when once we had savings, we

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also looked around at our team.
We didn't really want to grow

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our personnel that fast.
So the thing that made most

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sense to do with our capital was
to think of an asset outside of

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human capital as an asset that
could benefit us.

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And that's where this all came
up.

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And it's interesting like you
learn about what assets

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appreciate and what don't in the
media business.

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Like, OK, so we're here the mic,
let's say it's probably around

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the same cost as it was a couple
years ago, maybe a bit less.

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They've probably increased the
value.

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Are they probably a decrease in
like old ones are not worth as

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much as they used as they are as
they used to be.

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Sorry.
That camera that we're recording

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on loses money the second we buy
it and is go and it dwindles in

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value.
The lens that we're shooting

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with is gold.
It is like literally our lenses

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cost the same thing as they did,
if not more than we bought them

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like 6 years ago.
And then this is real gold.

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This really gold here.
You know what these are?

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Yeah.
Why?

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Solid-state hard drives.
So this one is I think like 2

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terabytes, maybe 4 terabytes.
We used to buy them for every

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shoot.
We still bought them for shoots,

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treated them almost as
disposable.

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They were let's say 200 bucks
for this.

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If I look online right now, I
bet it's about 699 or maybe even

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more.
They've all with all of the AI

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boom storage is just jacked up
in price.

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Look at SanDisk stock and like
if you watch this in three years

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and SanDisk like then who knows.
But it's been nuts like Samsung,

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all these companies blowing up.
So that's our gold.

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We use solid-state when I was in
the studio, when I was at the

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recording studio on the street.
So yeah, the gear, the gear war.

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We could do a whole podcast
here.

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We could do a couple.
But we're talking Business

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Today.
Jared.

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What do businesses still not
understand about content in

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2026?
I'm happy you asked about 2026,

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not 2025 and 2024 because it is
so different today than it was a

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year ago, right?
And I'm, I don't think I'm being

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too dramatic, but what's
happened is some of my friend

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Tyler said this a few weeks ago
on a call.

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He said that there's these three
generations of social media, the

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first social friends, family
connection, right?

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New for the sports leagues and
content brands and everybody

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else to come into it.
But it was about connection

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threats.
Then you had the follower

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section where it's like about
you want to build your

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following, you want to have
engagement on your own and

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operated properties.
People are still looking at

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their feeds mostly
chronologically, but some

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algorithmic in there.
But you were like, OK, I need to

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get to 100,000 followers.
That is the dream.

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How many followers do you have
on TikTok?

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A million.
That was the.

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Dream.
That was the dream.

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The next the new world we live
in now is about audience and the

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algorithm.
So people are going to see your

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content on your channels.
But the new way that most people

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are approaching content is
through clipping and through

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clipping networks and letting a
bunch of burner accounts publish

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your content so that your
content is everywhere.

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So everybody's seeing it.
Like the great example is like

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the big podcasts, like New
Heights is the Travis Kelce

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podcast.
If you go to a room of people

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and say y'all know New Heights,
tons of hands will go up, right?

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You say, how many of you have
listened to a full podcast?

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One or two people, right?
You say how many of you have

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seen their clips?
Everybody raises their hand.

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And it's not just on at New
Heights, it's on a bunch of

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different accounts that shared
it.

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So the distribution strategy is
what brands are going to start

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caring about.
So the new thing, like people

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talk about paid media, talk
about that kind of stuff.

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The new thing is all about
distribution and networks.

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It's cool shit.
I agree and and obviously been

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along for the ride of the
evolution of social media and I

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think, you know, AI is obviously
an interesting intricacy of it

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all, but I still bet on the, you
know, on humans creating.

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I think we're a long way from
robots taking over.

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Yeah.
But if we're if we aren't

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letting them help us with our
efficiencies, then we're silly.

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So all the AI tools, if you're
avoiding all AI in the spirit of

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human creativity, then you're
missing the boat on efficiency.

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And it's not saying that you
should take away a job from a

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creative.
No, you should have a creative

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who knows how to use those tools
efficiently.

228
00:12:05,520 --> 00:12:07,320
So it's my take.
Amen.

229
00:12:07,320 --> 00:12:10,080
Clip that.
That's a good one, Bruno.

230
00:12:10,080 --> 00:12:13,360
No, just Bruno's our video
editor, so sometimes I refer to

231
00:12:13,360 --> 00:12:16,760
him as a but as a joke.
But it's not a joke.

232
00:12:16,760 --> 00:12:19,800
I just think it's funny.
So we do talk about burnout.

233
00:12:20,600 --> 00:12:23,000
We do talk about OK, sorry,
burnout.

234
00:12:23,000 --> 00:12:23,840
It's good.
It's good.

235
00:12:24,560 --> 00:12:28,840
What trends in content creation
are overrated right now?

236
00:12:30,240 --> 00:12:33,360
Overrated.
Everybody obsessing over making

237
00:12:33,360 --> 00:12:37,120
a documentary that'll get put on
a streamer like oh I want to do

238
00:12:37,120 --> 00:12:44,560
a long form piece that's
specifically for Netflix.

239
00:12:44,760 --> 00:12:46,920
It's just saturated and they
aren't paying as much as they

240
00:12:46,920 --> 00:12:48,920
used to.
So that's one I would say.

241
00:12:48,920 --> 00:12:54,800
Also new podcasts without a
distribution strategy.

242
00:12:55,240 --> 00:12:58,880
If you don't select for you, you
have a massive following.

243
00:12:58,880 --> 00:13:05,000
So you can complement your pod
with clipping and with other

244
00:13:05,000 --> 00:13:07,800
social engagement and you can
use it to build up the rest of

245
00:13:07,800 --> 00:13:09,320
your business.
But if somebody said, I want to

246
00:13:09,320 --> 00:13:13,200
start 1 today and they don't
have an associate distribution

247
00:13:13,200 --> 00:13:16,280
strategy, I think that's
overdone, yeah.

248
00:13:16,400 --> 00:13:19,360
That's good.
We could do a session about our

249
00:13:19,360 --> 00:13:22,720
podcast and then make it a
therapy session also.

250
00:13:23,080 --> 00:13:26,440
Like, I don't have a podcast for
a reason because I need therapy,

251
00:13:27,600 --> 00:13:29,360
but anyway, yeah.
OK.

252
00:13:29,560 --> 00:13:33,480
Content creation trends that are
underrated today.

253
00:13:34,320 --> 00:13:39,960
Underrated, probably like mid
form YouTube series, you know, 8

254
00:13:39,960 --> 00:13:43,520
to 12 minute something
digestible.

255
00:13:43,560 --> 00:13:50,000
If you look at like Mr. Beast,
David Dobrik, a lot of people

256
00:13:50,000 --> 00:13:53,240
will Beast is going a lot has
longer content, but like David

257
00:13:53,240 --> 00:13:55,640
Dobrik's gone for a slightly
longer vlog style than he had

258
00:13:55,640 --> 00:14:00,080
been for years.
There's a little less shock and

259
00:14:00,080 --> 00:14:03,560
awe with everything.
It's a lot more like a little

260
00:14:03,560 --> 00:14:06,680
bit better storytelling.
So I would say that length

261
00:14:06,680 --> 00:14:10,360
instead of saying I need to go
law or I need to be super short

262
00:14:10,400 --> 00:14:14,080
like I like that mid, mid range.
I like it too.

263
00:14:14,320 --> 00:14:17,040
Yeah, it's hard, but it's.
Yeah.

264
00:14:17,360 --> 00:14:19,400
I believe it's the future as
well.

265
00:14:20,120 --> 00:14:22,720
Yeah, I agree.
OK, Jared, I want to talk about.

266
00:14:22,720 --> 00:14:24,880
I agree, it was my idea.
It's all you should agree with

267
00:14:24,880 --> 00:14:25,520
myself.
Wow, that.

268
00:14:25,520 --> 00:14:26,720
Was pretty.
That was pretty good.

269
00:14:26,720 --> 00:14:29,560
I got you to agree with me even
though it was your idea.

270
00:14:30,280 --> 00:14:34,200
You're good, you're good.
Talk to me about gondola.

271
00:14:34,280 --> 00:14:37,200
What is it?
You have a huge week ahead for

272
00:14:37,200 --> 00:14:38,880
you for the Gondola Sports
Summit.

273
00:14:39,120 --> 00:14:43,200
We want to hear all about it.
OK, so story is here in this

274
00:14:43,200 --> 00:14:46,960
office that freshed up shoot.
No, it's 2018, it's pre office.

275
00:14:48,280 --> 00:14:51,920
I believed and still believe
that if you're going to create

276
00:14:51,920 --> 00:14:54,240
content for other people and you
can't tell the story from the

277
00:14:54,240 --> 00:14:57,160
data side, then you're just
hoping they like what you made.

278
00:14:57,160 --> 00:14:58,200
You need to be able to tell
people.

279
00:14:58,200 --> 00:15:01,320
This performed well, so we built
an internal tool of fresh tape

280
00:15:01,320 --> 00:15:05,160
called Fresh Tape Admin.
It was just to track our work.

281
00:15:05,240 --> 00:15:08,760
You paste an Instagram link in,
it would pull the social data

282
00:15:08,880 --> 00:15:11,760
and then we could say, OK, we
now don't have to go find it in

283
00:15:11,760 --> 00:15:13,120
the future.
It's all in this database.

284
00:15:13,840 --> 00:15:15,880
And then we used it for two
years, didn't tell anybody.

285
00:15:15,960 --> 00:15:19,040
And then one day we added a
feature which was like who on

286
00:15:19,040 --> 00:15:20,520
our team was the videographer on
this shoot?

287
00:15:20,640 --> 00:15:22,440
Who was the photographer on this
one?

288
00:15:22,800 --> 00:15:24,280
Who was the social media
manager?

289
00:15:24,360 --> 00:15:27,440
And we added that feature.
And then we realized like 6

290
00:15:27,440 --> 00:15:30,000
months later in the, I think it
was the parking lot here.

291
00:15:30,280 --> 00:15:33,880
We're like, but if you can paste
a link from Instagram and see

292
00:15:33,880 --> 00:15:37,400
who took the photo, then that's
not like an internal tracking

293
00:15:37,400 --> 00:15:38,440
tool.
That's IMDb.

294
00:15:38,440 --> 00:15:41,520
That's like a credit, the first
crediting tool for social.

295
00:15:41,520 --> 00:15:44,960
And like nobody had done it.
So we splinted off called the

296
00:15:44,960 --> 00:15:48,880
gondola.
The idea being like, pardon me?

297
00:15:48,960 --> 00:15:53,920
The idea being it was this all
happened in COVID when if you

298
00:15:53,920 --> 00:15:56,320
were skiing and you were on a
gondola, you had to be like

299
00:15:56,320 --> 00:15:58,440
alone, like you couldn't be with
other people.

300
00:15:58,920 --> 00:16:01,600
And I just had this moment of
like when I'm on a gondola,

301
00:16:01,600 --> 00:16:04,640
like, I guess it gets me to the
top, but it's so much better

302
00:16:04,640 --> 00:16:06,680
when I'm with other people.
And I thought about like that

303
00:16:06,680 --> 00:16:10,200
spirit of like connection and
collaboration is kind of what

304
00:16:10,200 --> 00:16:13,960
the product was about.
So it's now in the world.

305
00:16:13,960 --> 00:16:17,800
We launched in February 22.
We have like 33,000 creators on

306
00:16:17,800 --> 00:16:19,000
the platform, something like
that.

307
00:16:19,320 --> 00:16:23,760
And we started doing an event
three years ago and it's coming

308
00:16:23,760 --> 00:16:25,520
out this week and it's the
Gondola Sports Summit.

309
00:16:25,520 --> 00:16:28,600
And it is like a family reunion
for the sports creative

310
00:16:28,800 --> 00:16:30,880
community.
So everybody gets together,

311
00:16:31,480 --> 00:16:34,640
speakers from all the big social
platforms and from the big

312
00:16:34,640 --> 00:16:39,600
leagues, celebrity, influencer,
all that stuff.

313
00:16:39,600 --> 00:16:42,720
But also just like the normal
people in our industry that

314
00:16:42,720 --> 00:16:45,400
don't really have an event other
than this, so it's fun.

315
00:16:45,520 --> 00:16:48,040
It's interesting, yeah.
It's been really fun to watch

316
00:16:48,040 --> 00:16:51,800
you come into your own in the
sports world, which is not a

317
00:16:51,840 --> 00:16:56,200
casual or easy world to get into
or navigate.

318
00:16:56,440 --> 00:16:59,280
Right.
And The funny thing is I you'd

319
00:16:59,280 --> 00:17:02,200
think like based on my early
days, like high school, I

320
00:17:02,200 --> 00:17:05,480
worked, I did an internship for
Mark Soischer, who is a Fox

321
00:17:05,480 --> 00:17:08,520
Sports anchor at the time.
I do like an internship, it was

322
00:17:08,520 --> 00:17:12,280
2 weeks where I like did notes
for the Rockies and then in

323
00:17:12,280 --> 00:17:14,440
college at a sports TV show that
I made with some friends.

324
00:17:15,119 --> 00:17:16,640
But then I went into real estate
tech.

325
00:17:17,079 --> 00:17:19,200
Like I worked at St.
Easy for seven years.

326
00:17:19,200 --> 00:17:21,319
So like I didn't have a linear
path.

327
00:17:21,520 --> 00:17:24,720
I meet all these kids today,
like high school and college

328
00:17:24,720 --> 00:17:27,359
kids, they're all like guest
lecture in their classes and

329
00:17:27,359 --> 00:17:29,840
they're so like, this is what I
want to do with my life.

330
00:17:29,840 --> 00:17:32,480
And I had none of that.
I just kind of stumbled into it,

331
00:17:32,680 --> 00:17:35,760
so that's funny.
Lucky it worked out but I didn't

332
00:17:35,760 --> 00:17:37,720
like have a master plan and
follow it through.

333
00:17:38,160 --> 00:17:40,160
It's an interesting trend, but
you're saying?

334
00:17:40,600 --> 00:17:42,760
Yeah, Oh, the kids today work
way too hard.

335
00:17:43,160 --> 00:17:45,400
They're like so focused and like
they're thinking about their

336
00:17:45,400 --> 00:17:46,840
careers.
But when I was a Senior High

337
00:17:46,840 --> 00:17:49,240
School, I didn't think about
work.

338
00:17:49,240 --> 00:17:52,960
I thought about like going to
summer camp and then having fun

339
00:17:52,960 --> 00:17:57,480
and if I could go back in time
to college and work harder to

340
00:17:57,480 --> 00:18:01,240
get a better to be like Magna
Commode or like something stupid

341
00:18:01,240 --> 00:18:05,840
like, I wouldn't have done it.
I love being an A-B Plus student

342
00:18:05,840 --> 00:18:08,680
my whole life.
So it's worked out OK.

343
00:18:09,040 --> 00:18:10,760
That's why like if you look
around the office, you're like,

344
00:18:10,760 --> 00:18:13,280
why is there like kind of like
stuff all over?

345
00:18:13,280 --> 00:18:14,800
It's because I'm an A minus guy.
I don't.

346
00:18:14,800 --> 00:18:18,280
I don't care if it's perfect.
Trust me.

347
00:18:18,480 --> 00:18:20,760
It doesn't just people have
think they need to be perfect.

348
00:18:20,760 --> 00:18:22,680
There's so people with so much
pressure on themselves.

349
00:18:22,680 --> 00:18:25,600
I put enough stress and pressure
on myself as like a parent and

350
00:18:25,600 --> 00:18:27,440
as a business owner and all this
stuff.

351
00:18:27,440 --> 00:18:31,080
But like, I think I should
probably use my own advice here.

352
00:18:31,160 --> 00:18:33,440
People need to just be better
than themselves.

353
00:18:35,000 --> 00:18:37,960
Yeah, and give yourself grace
and go easy on yourself.

354
00:18:38,160 --> 00:18:40,880
Yeah, I was stressed that we
bought a building 2 doors down

355
00:18:40,880 --> 00:18:44,120
and we had no tenant for the
first like year and we were

356
00:18:44,120 --> 00:18:46,120
cleaning it up and getting it
ready and then we couldn't find

357
00:18:46,120 --> 00:18:47,200
a tent and now we do and it's
great.

358
00:18:47,520 --> 00:18:49,760
And I think that like, Oh yeah,
I told, I told you we have a

359
00:18:49,760 --> 00:18:50,480
tenant now.
It's great.

360
00:18:50,480 --> 00:18:51,440
No.
Oh, we have a tenant.

361
00:18:51,440 --> 00:18:52,200
It's great.
Good.

362
00:18:52,240 --> 00:18:53,320
He's a nice guy.
OK.

363
00:18:54,080 --> 00:18:55,840
But yeah, that's.
How'd you find him?

364
00:18:56,920 --> 00:18:59,560
Alyssa did it.
Alyssa runs the property.

365
00:18:59,640 --> 00:19:02,640
She's the best.
Alyssa, wherever you are, Alyssa

366
00:19:02,640 --> 00:19:07,080
Pasalena here at.
So that's cool.

367
00:19:07,080 --> 00:19:08,800
I'm happy to hear that.
I've been meaning to ask you

368
00:19:09,600 --> 00:19:13,040
what advice though, would you
give businesses trying to build

369
00:19:13,280 --> 00:19:16,440
an audience today?
It's all about collaboration.

370
00:19:16,480 --> 00:19:18,800
If you just think that your
content on its own is just going

371
00:19:18,800 --> 00:19:21,480
to get bound, it's not going to
work.

372
00:19:21,480 --> 00:19:24,240
It like maybe the algorithm pick
up something great, but it's not

373
00:19:24,240 --> 00:19:26,440
going to be sustainable growth.
It's going to be through

374
00:19:26,440 --> 00:19:29,200
collaboration with other similar
businesses, other speakers,

375
00:19:29,720 --> 00:19:35,400
fresh tape, being on a pod with.
Commercial real estate secrets.

376
00:19:35,400 --> 00:19:37,880
Commercial real estate secrets,
the warehouse hotline as a, it

377
00:19:37,880 --> 00:19:39,600
gives us a plug in the bottom.
It's all about the

378
00:19:39,600 --> 00:19:43,800
collaborations I would say, not
worrying as much just about your

379
00:19:43,800 --> 00:19:45,640
own networks, thinking about
distribution, thinking about

380
00:19:45,640 --> 00:19:46,800
clipping and other stuff like
that.

381
00:19:48,040 --> 00:19:52,200
And then also like obsessing
over the right numbers.

382
00:19:52,360 --> 00:19:54,520
I think that the biggest thing
is every thinks so much.

383
00:19:54,520 --> 00:19:57,280
I need 1 million views.
I need 1,000,000 followers.

384
00:19:58,320 --> 00:20:00,400
Do you need that?
Or if you're trying to sell

385
00:20:00,400 --> 00:20:02,200
T-shirts, do you need T-shirt
sales?

386
00:20:02,240 --> 00:20:05,520
And are you fine with a niche
community of 5000 followers that

387
00:20:05,520 --> 00:20:09,080
buys tons of your T-shirts?
So pick the right numbers to

388
00:20:09,080 --> 00:20:12,120
prioritize for your business's
bottom line and only worry about

389
00:20:12,120 --> 00:20:14,400
the audience that's going to
cater to that, right?

390
00:20:14,400 --> 00:20:18,040
Like DNVR for example.
Like as a local or all city

391
00:20:18,040 --> 00:20:22,760
network, the local sports team.
They don't need to have millions

392
00:20:22,760 --> 00:20:24,280
and millions of followers
because there aren't millions

393
00:20:24,280 --> 00:20:27,680
and millions of Denver sports
fans to even engage with it.

394
00:20:27,680 --> 00:20:31,360
But they need their dedicated
audience to watch their shows,

395
00:20:31,360 --> 00:20:33,560
to listen their pods, to come
into their bar.

396
00:20:33,560 --> 00:20:35,920
So that's like, I think that
picking the right numbers to

397
00:20:35,920 --> 00:20:39,880
obsess over is what matters.
Yeah, couldn't agree more.

398
00:20:40,000 --> 00:20:45,840
That's very profound.
And so, OK, I know you, we kind

399
00:20:45,840 --> 00:20:51,760
of touched on advice for
college, Jared, what advice

400
00:20:51,760 --> 00:20:54,360
would you give 25 year old Jared
today?

401
00:20:55,360 --> 00:20:59,840
OK, so 25 year old me, this is
2012.

402
00:21:00,320 --> 00:21:04,960
I was post making up the word T
mowing and I was still at

403
00:21:04,960 --> 00:21:07,120
straight easy.
What advice right?

404
00:21:07,120 --> 00:21:11,520
Yeah, And I would give no
advice.

405
00:21:11,600 --> 00:21:16,360
I loved being young and kind of
broke in New York City at 25.

406
00:21:16,720 --> 00:21:18,160
I thought that it was so much
fun.

407
00:21:18,360 --> 00:21:20,840
Like I'm happy that right now I
lived in Denver with like a

408
00:21:20,840 --> 00:21:24,200
golden retriever, two daughters,
a wife and a beautiful home.

409
00:21:24,360 --> 00:21:27,200
I love that life for me.
But I love being broke, living

410
00:21:27,200 --> 00:21:32,520
above a pizza place at 25 in New
York and like eating free food

411
00:21:32,520 --> 00:21:36,160
and train and like going to real
estate events and climb that a

412
00:21:36,160 --> 00:21:38,600
meal.
Like I'd go to like an apartment

413
00:21:38,600 --> 00:21:42,160
opening and because I wanted to
schmooze because it was good for

414
00:21:42,160 --> 00:21:43,280
work.
But I kept, they had free

415
00:21:43,280 --> 00:21:45,080
dinner, great appetizers and
stuff.

416
00:21:45,200 --> 00:21:46,640
So, like, I wouldn't change
anything.

417
00:21:46,640 --> 00:21:53,120
I think I would say I tried to
do it all.

418
00:21:53,200 --> 00:21:54,800
And I have no regrets that I
tried to do it all.

419
00:21:54,800 --> 00:21:55,920
Like, I don't think I would do
any less.

420
00:21:55,920 --> 00:21:57,040
I don't think I would do
anymore.

421
00:21:57,600 --> 00:22:02,200
Yeah, maybe.
Like, no, I talk to my dad

422
00:22:02,200 --> 00:22:03,840
everyday.
I was so like, my dad passed

423
00:22:03,840 --> 00:22:05,520
away in 2020.
I would try to think of

424
00:22:05,520 --> 00:22:08,760
something about him, but I was
so good at like staying close

425
00:22:08,760 --> 00:22:10,360
with him.
I was so good at coming home

426
00:22:10,360 --> 00:22:12,680
even though I lived in New York.
Well, I wouldn't give myself any

427
00:22:12,680 --> 00:22:14,720
advice.
I would just be like, you got to

428
00:22:14,720 --> 00:22:18,080
figure the shit out on your own.
Even knowing you, I feel like

429
00:22:18,080 --> 00:22:21,520
you're still good at being there
for your dad and commemorating

430
00:22:21,520 --> 00:22:24,200
him and.
Yeah, so we do a lot.

431
00:22:24,200 --> 00:22:27,760
Everything we do here,
philanthropic is under the art

432
00:22:27,760 --> 00:22:29,400
department.
My dad's name was Art, and

433
00:22:29,400 --> 00:22:32,360
everything we do that's
volunteering or donations we

434
00:22:32,360 --> 00:22:35,400
have like it's all under his
name because that's what he

435
00:22:35,400 --> 00:22:37,040
would have wanted us to do in
his memory.

436
00:22:37,200 --> 00:22:38,840
So he would be very proud of
you.

437
00:22:39,200 --> 00:22:42,720
Yeah, I think so.
I think yeah, he'd love the

438
00:22:42,720 --> 00:22:44,400
girls.
My daughters are so funny.

439
00:22:44,480 --> 00:22:47,280
He will love them very much.
I know he would.

440
00:22:47,440 --> 00:22:52,200
Yeah, well, before I get
emotional because I'm a bag of

441
00:22:52,200 --> 00:22:56,440
emotions.
What's next for fresh tape and

442
00:22:56,520 --> 00:22:59,480
gondola?
Yeah, So Fresh Tape open a New

443
00:22:59,480 --> 00:23:01,600
York office last year, which was
fun.

444
00:23:01,880 --> 00:23:06,880
So we have, I want to say nine
people in New York now in office

445
00:23:06,880 --> 00:23:10,600
of Chelsea.
So I wrote when I, before I

446
00:23:10,600 --> 00:23:14,360
started Fresh Tape, I went on
like a journey to like a shitty

447
00:23:14,360 --> 00:23:15,560
Art Museum.
It's not shitty.

448
00:23:15,640 --> 00:23:18,600
Yeah, an Art Museum upstate New
York, I'm not going to name.

449
00:23:19,480 --> 00:23:21,520
And I just like had a notepad.
I was writing notes to myself

450
00:23:21,520 --> 00:23:23,800
and I wrote that I wanted to
keep New York in my life without

451
00:23:23,800 --> 00:23:25,680
living there.
So now we have an office there.

452
00:23:26,520 --> 00:23:29,360
Growing our presence there will
be a big thing we do and

453
00:23:29,440 --> 00:23:33,600
figuring out scalable offerings
with appreciating assets.

454
00:23:33,600 --> 00:23:35,240
I think that the creative
industry is changing.

455
00:23:35,240 --> 00:23:37,720
You can't just do what we've
always done.

456
00:23:38,040 --> 00:23:41,160
So I'm excited to see how we
evolve creatively.

457
00:23:41,440 --> 00:23:48,080
And then on the gondola side,
like expand, grow, we have,

458
00:23:48,320 --> 00:23:50,240
we're going to fundraise in the
next couple of months.

459
00:23:50,240 --> 00:23:52,520
So that's really fun.
Everybody says fundraising is

460
00:23:52,520 --> 00:23:55,480
fun.
I don't know how the word

461
00:23:55,480 --> 00:23:58,320
fundraising has the word fun in
it, but let's just cherish it.

462
00:23:58,640 --> 00:24:02,480
It's going to be fun.
Like I, I am excited to go from

463
00:24:02,480 --> 00:24:04,720
like, now that we've proven we
have a sustainable business,

464
00:24:05,040 --> 00:24:07,440
like go fundraise from a
different lens instead of this

465
00:24:07,440 --> 00:24:09,360
is a speculative thing like now
this works.

466
00:24:09,520 --> 00:24:14,560
So I'm excited about that.
So fundraise, grow, take over

467
00:24:14,560 --> 00:24:17,720
the world.
If anybody can do it, it's my

468
00:24:17,720 --> 00:24:20,920
friend Jared Kleinstein figure.
Out how to do it without working

469
00:24:20,920 --> 00:24:23,520
more.
That's the goal OK because like

470
00:24:24,680 --> 00:24:27,720
right now I'm I'm more proud of
who I am as a dad than I am as a

471
00:24:27,720 --> 00:24:30,440
business owner, but I'm also
like embarrassed.

472
00:24:30,440 --> 00:24:34,640
I don't know if you can probably
identify with this, but it's

473
00:24:34,640 --> 00:24:39,440
like I used to pre kids give so
much of my hours to work and I

474
00:24:39,440 --> 00:24:40,680
still felt like I was taking
care of myself.

475
00:24:40,680 --> 00:24:43,840
I was like, Oh, I'll see when I
can, I'll run when I can.

476
00:24:44,240 --> 00:24:49,280
Now it's like I got to do like
if I if Mel isn't being like my

477
00:24:49,280 --> 00:24:51,760
hero and doing all the pickups
and drop offs, I have pickups

478
00:24:51,760 --> 00:24:54,920
and drop offs to do.
I have breakfast to make and

479
00:24:54,920 --> 00:24:58,480
lunch to pack and bedtimes to do
in bath times.

480
00:24:58,480 --> 00:25:02,160
Like it's a lot And it's really
hard to do that and run a

481
00:25:02,160 --> 00:25:05,560
business or two businesses or
two businesses in a real estate

482
00:25:05,560 --> 00:25:08,280
campus or two businesses in a
real estate campus and trying to

483
00:25:08,280 --> 00:25:12,960
be doing philanthropic things.
So I think that the next year is

484
00:25:12,960 --> 00:25:16,040
going to be very different and
fun.

485
00:25:16,560 --> 00:25:18,800
Well, you make it look
effortless.

486
00:25:20,240 --> 00:25:23,640
If you had recorded this two
years ago, I looked fit, young,

487
00:25:24,200 --> 00:25:27,640
hairy, just less disheveled.
Although this is my playoff

488
00:25:27,640 --> 00:25:29,880
beard, It's the playoffs.
The ABS are doing great.

489
00:25:30,280 --> 00:25:34,200
I haven't shaved since the
playoffs started because we

490
00:25:34,200 --> 00:25:36,600
moved and I can't find my razor,
but also because of the

491
00:25:36,600 --> 00:25:37,960
playoffs.
So.

492
00:25:39,320 --> 00:25:42,000
I do relate when it comes to
kids like.

493
00:25:42,000 --> 00:25:43,040
I thought you say you hadn't
shaved.

494
00:25:44,400 --> 00:25:47,440
This is really great.
No, but I relate with kids.

495
00:25:47,440 --> 00:25:49,800
Like I kind of gave myself a
benchmark.

496
00:25:50,200 --> 00:25:54,840
Like they only have this like
beautiful youth, zero to five.

497
00:25:54,920 --> 00:25:57,240
We'll say that's the number I've
given myself.

498
00:25:57,240 --> 00:26:01,360
And we'd be crazy to not cherish
it or probably like really

499
00:26:01,360 --> 00:26:04,640
prioritize work over it all the
time, right?

500
00:26:05,240 --> 00:26:07,920
Today is Ava's birthday.
She turned 5 today.

501
00:26:08,240 --> 00:26:10,200
It's crazy.
But the wild thing, I do

502
00:26:10,200 --> 00:26:12,640
remember when we brought her
here for the first tour as a

503
00:26:12,640 --> 00:26:16,160
building and we thought that
that there was like the carpets

504
00:26:16,160 --> 00:26:18,440
had just been cleaned and we
thought that there was like some

505
00:26:18,840 --> 00:26:20,200
moisture issue.
There wasn't.

506
00:26:20,200 --> 00:26:21,480
It was just that they were
clean.

507
00:26:22,280 --> 00:26:25,320
It was so cute and now she's.
5:00 today.

508
00:26:25,880 --> 00:26:27,840
Yeah, and do you know where she
loves to hang out?

509
00:26:28,240 --> 00:26:29,440
Where?
Daddy's office.

510
00:26:29,920 --> 00:26:32,400
She loves it here and it's
because inspired by the

511
00:26:32,400 --> 00:26:34,320
creative.
It's not because she wants to be

512
00:26:34,320 --> 00:26:37,480
around great people.
She loves our snacks.

513
00:26:37,680 --> 00:26:41,760
There's so much sugar in that
room and that's all you need to

514
00:26:41,760 --> 00:26:45,080
make it very office campus is
sugar that's.

515
00:26:45,240 --> 00:26:46,880
Hilarious.
Yeah, I know.

516
00:26:46,880 --> 00:26:50,200
I saw this, saw those welches.
They were to put them.

517
00:26:50,200 --> 00:26:54,040
Downstairs, so they'd be further
away from me and I still find my

518
00:26:54,040 --> 00:26:56,480
way to get, but it's like 20
extra steps.

519
00:26:56,480 --> 00:26:57,920
So it's like a workout every
time.

520
00:26:58,280 --> 00:26:59,400
Yeah.
What else you got?

521
00:26:59,480 --> 00:27:02,080
Happy birthday, Ava.
That's.

522
00:27:02,080 --> 00:27:04,480
Real reason to.
Yeah, have birthday, Eva.

523
00:27:05,080 --> 00:27:10,080
That's so sweet.
OK, now I wanted to do one last

524
00:27:10,080 --> 00:27:13,440
segment, an overrated,
underrated segment.

525
00:27:14,760 --> 00:27:17,240
Yeah, hit me shall.
We let's do.

526
00:27:17,240 --> 00:27:20,040
It this is commercial real
estate secrets overrated.

527
00:27:20,040 --> 00:27:22,200
Underrated with Jared
Kleinstein.

528
00:27:22,440 --> 00:27:24,520
All right.
JK overrated.

529
00:27:24,520 --> 00:27:26,080
Underrated.
Ice baths.

530
00:27:26,480 --> 00:27:27,920
Underrated.
Underrated.

531
00:27:28,640 --> 00:27:33,560
Tesla cyber trucks, oh Sut.
If you said just Tesla sadly

532
00:27:33,560 --> 00:27:37,120
rated they they're really good
but cyber trucks overrated.

533
00:27:38,240 --> 00:27:43,520
Courtside seats underrated.
They feel illegal, Shane.

534
00:27:43,520 --> 00:27:46,760
My sister's old company,
Liberty, had courtside seats and

535
00:27:46,760 --> 00:27:50,240
she took me a few times and
every time I thought I should be

536
00:27:50,240 --> 00:27:53,320
here like this, like I've, I've,
we go to a lot of Nuggets games,

537
00:27:53,480 --> 00:27:58,680
but when you say courtside, you
feel it feels like irresponsible

538
00:27:58,680 --> 00:28:00,560
to to have me that close to the
game.

539
00:28:00,560 --> 00:28:03,280
So I think you fit right.
In there.

540
00:28:03,360 --> 00:28:05,800
No, don't.
Actually know a Denver idea

541
00:28:05,960 --> 00:28:08,880
Denver doesn't have there's no
pretentiousness around courtside

542
00:28:08,880 --> 00:28:12,720
it's just about the experience
of like the players could at any

543
00:28:12,720 --> 00:28:16,760
point I could get distracted and
there's a curb enthusiasm about

544
00:28:16,760 --> 00:28:20,240
this I could like trip a player
ask them OK sorry I yeah it's

545
00:28:20,280 --> 00:28:21,840
funny it's.
Yeah, it's wow.

546
00:28:22,320 --> 00:28:23,160
You knew?
Yeah.

547
00:28:23,480 --> 00:28:25,480
You, Larry.
It would happen.

548
00:28:25,680 --> 00:28:27,160
It could happen.
Pretty.

549
00:28:27,360 --> 00:28:30,520
Pretty good in like. 30 years.
Yeah, exactly.

550
00:28:31,400 --> 00:28:34,360
Pickleball overrated.
Golfing.

551
00:28:34,640 --> 00:28:37,920
Underrated but.
Selfish I it's my one of my

552
00:28:37,920 --> 00:28:42,320
favorite activities in the world
and every time I play 18 holes I

553
00:28:42,320 --> 00:28:45,960
either have to do it weekdays
because then it's easier with

554
00:28:45,960 --> 00:28:48,640
childcare and if I do it on a
weekend I feel like a jerk.

555
00:28:48,760 --> 00:28:51,640
I'm like, I might as well have
gone on a vacation today to

556
00:28:51,840 --> 00:28:54,960
California because I spend that
many hours away from my family.

557
00:28:55,360 --> 00:29:01,080
So yeah.
Colorado buffs Underrated.

558
00:29:02,080 --> 00:29:04,480
I didn't know if they're a.
Client of yours so that's funny.

559
00:29:04,960 --> 00:29:07,760
Twitter forward slash X I'm just
going.

560
00:29:07,760 --> 00:29:10,160
To say overrated.
Even if I use it still OK.

561
00:29:11,200 --> 00:29:13,160
Denver International Airport
Underrated.

562
00:29:14,080 --> 00:29:16,840
I agree.
Remote work overrated.

563
00:29:17,840 --> 00:29:19,040
Big.
Big.

564
00:29:19,360 --> 00:29:22,880
In person, guy, although I also
love, like, working for my

565
00:29:22,880 --> 00:29:24,920
house.
So LinkedIn, yeah.

566
00:29:24,920 --> 00:29:25,840
Underrated.
Yeah.

567
00:29:26,480 --> 00:29:28,160
Airpods.
Who actually think the?

568
00:29:28,160 --> 00:29:31,080
Future of LinkedIn is people
treating it like normal 100%

569
00:29:31,160 --> 00:29:34,480
like not being like so excited
for you this new adventure.

570
00:29:34,960 --> 00:29:37,680
People just being like yo that's
awesome.

571
00:29:38,200 --> 00:29:41,360
Yeah, like treating each other.
Not like they're writing the

572
00:29:41,360 --> 00:29:43,600
formal recommendations at all
times anyway.

573
00:29:43,760 --> 00:29:47,320
Sorry, real content.
On LinkedIn does a lot better

574
00:29:47,320 --> 00:29:49,800
than.
Announcing your.

575
00:29:49,800 --> 00:29:54,840
Newest job promotion in your
family's company and I work in

576
00:29:54,840 --> 00:29:57,640
my family's company, so I can
say that same.

577
00:29:58,000 --> 00:29:59,680
I think.
Is this my family's company?

578
00:29:59,720 --> 00:30:01,320
Yeah, I just told you all the
time.

579
00:30:01,480 --> 00:30:02,480
Yeah, that's my family's
company.

580
00:30:02,560 --> 00:30:03,920
Yeah.
You don't have a choice.

581
00:30:04,000 --> 00:30:04,920
Yep.
Indeed.

582
00:30:05,680 --> 00:30:06,800
Having.
A podcast.

583
00:30:08,600 --> 00:30:10,400
Rated.
Sure, I have to pick an

584
00:30:10,400 --> 00:30:13,200
underrated or overrated.
No, I said.

585
00:30:13,200 --> 00:30:15,280
As I said.
Before, let's call it overrated

586
00:30:15,280 --> 00:30:17,240
without distribution, underrated
with distribution.

587
00:30:18,080 --> 00:30:19,920
OK, ready.
Yes, flipping it.

588
00:30:20,120 --> 00:30:21,400
Yes please.
Overrated, underrated.

589
00:30:21,400 --> 00:30:24,840
Are you ready?
Aviva has the tables turned

590
00:30:25,720 --> 00:30:28,960
overrated underrated saunas
under.

591
00:30:29,760 --> 00:30:32,720
OK.
Sweets at a football game.

592
00:30:35,600 --> 00:30:37,160
Underrated.
OK.

593
00:30:37,760 --> 00:30:39,480
Overrated, underrated having a
podcast.

594
00:30:41,000 --> 00:30:42,640
Underrated.
OK.

595
00:30:43,120 --> 00:30:49,560
Overrated.
Underrated X Twitter Overrated.

596
00:30:50,040 --> 00:30:52,320
Overrated.
Underrated WhatsApp.

597
00:30:54,120 --> 00:30:56,560
Underrated.
That's could be like.

598
00:30:56,560 --> 00:30:59,200
WhatsApp communities could be a
next big thing and the fact that

599
00:30:59,200 --> 00:31:01,960
they're owned by Meta is nuts.
Overrated.

600
00:31:01,960 --> 00:31:05,800
Underrated.
Oakley Meta or Ray bam meta

601
00:31:05,800 --> 00:31:08,960
glasses.
Smart glasses overrated at.

602
00:31:08,960 --> 00:31:12,160
This time, massive potential on
the back end.

603
00:31:12,440 --> 00:31:15,120
OK, no.
Judging overhead.

604
00:31:15,120 --> 00:31:18,080
Underrated wearable health
devices without screens like

605
00:31:18,080 --> 00:31:19,040
auras.
Whoops.

606
00:31:20,280 --> 00:31:21,680
Overrated.
OK.

607
00:31:22,200 --> 00:31:25,240
I almost put aura.
Rings on here which is Aura Ring

608
00:31:25,240 --> 00:31:27,040
I.
Felt like I used to have one and

609
00:31:27,040 --> 00:31:28,560
I felt like I looked like Criss
Angel.

610
00:31:28,560 --> 00:31:33,040
I had all these rings on, so I'm
very happy to not have that and

611
00:31:33,040 --> 00:31:35,200
just have a hoop.
It just tells me how bad I

612
00:31:35,200 --> 00:31:36,840
sleep.
Yeah, I don't.

613
00:31:36,840 --> 00:31:38,560
Actually say whoop I.
Just think it's funny to say it

614
00:31:38,560 --> 00:31:40,520
that way.
We got a whoop gang upstairs, a

615
00:31:40,520 --> 00:31:43,120
bunch of us have them and we
just like make fun of how bad we

616
00:31:43,120 --> 00:31:46,560
all sleep.
Yeah, I.

617
00:31:46,840 --> 00:31:48,160
It was.
Those are too big for me.

618
00:31:48,160 --> 00:31:52,480
It drove me nuts but OK.
Well overrated.

619
00:31:52,480 --> 00:31:55,760
Underrated Apple Watches.
Overrated.

620
00:31:56,040 --> 00:31:57,880
Notification mania.
I already have enough

621
00:31:57,880 --> 00:32:00,360
notifications, I don't want
something else giving me

622
00:32:00,360 --> 00:32:02,800
notifications.
And having to charge it so

623
00:32:02,800 --> 00:32:05,040
often, it's crazy.
It's a no for me.

624
00:32:05,040 --> 00:32:06,200
It's all I.
Got you're the.

625
00:32:06,200 --> 00:32:08,080
Best.
No, you are.

626
00:32:08,520 --> 00:32:10,680
I could talk.
With you all day, but I think

627
00:32:10,680 --> 00:32:11,520
you have some work to do.