“The one thing I'll note is the company was based in New York, but we actually launched our first location in Chicago. We thought that that would be a little bit more forgiving of a market and a little less capital intensive. Once we decided, "We want to do this. We want to create a premium product in the space." We sat down. We mapped out what it would look like. We mapped out how much capital it would be. We decided Chicago would be our first market. I think we didn't go back and forth for very long. We said, "Let's do this. Let's commit." We shook hands, and we went on and started raising the money.”