Instinct and market knowledge maximizing your investment.
When you own a commercial building, you have to deal with a lot of day-to-day details sometimes, so many details that the big questions get pushed aside. And you can't make the big decisions without answers to the big questions. From complicated land deals to the development of multi-million-dollar convention hotels, you need to know every aspect of financial risk and every prospect of long-term reward before you decide the right steps to take.
For decades, REI's been good at the little things. We've also been amazingly adept at the big things. Because to really build value, you need both...we do that.