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About the Author

Jon Last is founder and president of Sports and Leisure Research Group, a market research firm specializing in the sports, travel, and leisure sectors, based in White Plains, NY Rich Thau is the president of Engagious, a nationally-recognized public opinion research firm specializing in message testing and refinement. Ron Bonjean is a partner at ROKK Solutions, a bipartisan, public affairs firm based in Washington DC. They wrote this for