I'm not trying to turn the J. Garcia brand into something you find at Target, but I am trying to broaden it. There are J. Garcia carpets that my mother would be happy to have in her house, and she's not a Deadhead. If you were to position it only for people who were fans of Jerry's music, it would be a much smaller market than what we're going for.

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The great equalizer is that with this kind of company behind you, a young band with potential can build an audience very quickly.

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The real impetus behind the show was that Jerry's family wanted to mark this 10th anniversary with some type of remembrance. Up to now, there hasn't been any formal kind of closure, and it became a kind of mandate for his family to celebrate Jerry's life.

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