Bosnia and Herzegovina: Culture, Community, and the Road to the World Cup 2026™ with Daniela Colic

 

Mary Anne Ivison  00:00

Hi, this is Forward Motion discussions about the important topics shaping Ontario's tourism industry. Here's your host, Andrew Siegwart.

 

Andrew Siegwart  00:09

As Ontario prepares to welcome the world for FIFA World Cup 2026 we're launching a special series celebrating the countries, cultures, and communities that will be joining us here in Toronto. One of the things that makes Toronto so unique is that every match kind of feels like a home game. As one of the most multicultural cities in the world, our communities reflect virtually every nation competing in the tournament. Today, we're delighted to welcome Daniela Kolick, charges d'affaires for Bosnia and Herzegovina in Canada. The Greater Toronto Area is home to one of Canada's largest Bosnian communities, many families settled here in the 1990s helping to shape the vibrant communities we know today across Etobicoke, Mississauga, and other places in southwestern Ontario. Their contributions can be seen in local businesses, community organizations, cultural celebration, and, of course, soccer pitches throughout Ontario, and we're especially excited because Bosnia and Herzegovina will take on Canada in Toronto in one of the opening matches of FIFA World Cup 2026 Daniella, thank you for joining with us today, and welcome to Forward Motion.

 

Daniela Colic  01:15

Thank you so much, I'm glad that you are having me. It's a great opportunity, and it's a perfect timing for this, although I didn't, I don't know, I don't have anything in the colors of my team, but maybe I can do this, maybe I can do like this, because blue, yellow, and white are our colors, and I think I'm gonna send protest note to Canadian Tire Walmart wealth because I cannot find none of our colors and jerseys and anything related to our team.

 

Andrew Siegwart  01:55

Oh no, okay. Well, let's put everyone on notice. They have a few weeks to get the merch and let's get going.

 

Daniela Colic  02:01

We can excuse that because we kicked off Italy, and there are a lot of Italians living here. They are sad, so we will respect that.

 

Andrew Siegwart  02:10

Well, we'll see what's behind it. I have a sense that if we go look at some of the smaller merchants and some of the players or some of the different communities, we'll find those jerseys there. The

 

Daniela Colic  02:21

barrage game was very late, and it's true that many thought that Italy will cut, although they lost three times World Cup, and maybe there were no time, no Amazon offers, but don't worry, we'll find out. Ontario, especially Toronto, will be in our colors,

 

Andrew Siegwart  02:40

I have no doubt. Well, before we, before we start talking about the FIFA World Cup 2026 itself, many Ontarians might not realize just how strong of a connection there is between Bosnia and Herzegovina in Canada. For our listeners who might be less familiar, can you tell us a bit about the Bosnian community here in Ontario, and what makes those connections between our country so special.

 

Daniela Colic  03:04

Our community is, is large. We say, like 50,000 that those are the figures that we count on it. 50,000 of our people here, mostly in Toronto, Toronto area, like 30,000 and then other provinces, Quebec, British Columbia. Those people arrived here. Canada received them in the 90s, in 1992 when our war started. And we can say they are living here like 30 years, and they are really Canadians. But you know, how is it all of them has they have their home country in their soul, and they cannot, you cannot erase this from them. They are very well organized in the communities, especially in cities, Mississauga, Etobicoke, Barnaby, not Barnaby, sorry, Burlington, sorry, Burlington, Hamilton. Yes, so I can say, like, 60 kilometers radius around Toronto, you have, like, 30 people, 30,000 of our people living there. So, in Mississauga, Etobicoke, you will find a lot of shops with our food, you will find lots of restaurants with our food. For example, the most popular is Saraiva Grill or Marakovic, where you can find all food that is produced and is selling in our home country. Also, festivals, also any kind of cultural organization, organizing some events, depending on is it national days, independence day, whatever. So people from Ontario can find it easy, and they can feel that spirit of our home country and our people, of course. Yeah, and

 

Andrew Siegwart  04:59

you're. Culture, a question for you, for those who, who maybe haven't tried Bosnian cuisine before, or they want to for the first time, what should be at the top of their list for the food?

 

Daniela Colic  05:10

If you know our history, we were ruled by Turkish Empire 500 years and then Austro-Hungarian, so we have that mix, so food is very influenced by that, we have a lot of similar food with Turkey, but also with the Central Europe and the Western Europe, but you cannot go to Sarajevo, either Bosnia without Chevapi, Chevapi small meat balls without Tskovitsa pita pita pie, but you have to be very careful with pita. You have to learn that before we are coming, because we are very sensitive on pitas, because there is only one mayo pita, it's Buddha.

 

Andrew Siegwart  05:56

Ah, yes,

 

Daniela Colic  05:57

and that's the pie with the meat, so you are allowed just to say one pita in a male, it's a burek pie with the meat, and all others pitas are women pies, so you can say cernitsa, krompirosa, maslanitsa, tikitsa. Is it cheese? Is it greener? Is

 

Mary Anne Ivison  06:24

it vegetables?

 

Daniela Colic  06:25

So very careful, we are very sensitive on it. Burak is burek, burek is a pie with meat, and he is a male. All others are female, but the food is amazing. You can spend vacation in our country just trying foods, which is not expensive. It's a pretty, how to say, affordable vacation if you don't count on the tickets, plane tickets, but to be there, accommodation and food, it's very affordable vacation. There will be smell of Chevapi in Toronto on 12th. I can promise that.

 

Andrew Siegwart  07:00

I can't wait. The cheese pie is my favorite. I absolutely love it. Yes, so tell me, you sort of leaned into it a little bit, but for those who are going to be inspired by the smells and the tastes and the match, oftentimes that's how we get our first taste of a country, and then we decide we want to visit. So, I'm wondering if you could share with us either some of the hidden gems or the must-see places in Bosnia and Herzegovina.

 

Daniela Colic  07:23

Yeah, first I can say this is my first mandate here in Canada, and I love it, and I love it because it reminds me a lot to our home country is a mix of people, mix of mentalities, different languages, and what is the most important of nature, we share the same feelings for nature. We have beautiful, untouched nature. We have beautiful cities, which are, as I told you, mix of mix of Turkish oriental influence and Austro-Hungarian, and we always say our country is a spot where East and West join itself, so you will find all kind of different, either Western, either Oriental things, food, souvenirs, so you don't go need to go in a three or five countries around Europe, you can just come to our city, and you can feel that all we have a beautiful Sarava is, of course, the most popular city to visit. It's an Olympic city, you know, that we had Olympic Games, and we are proud of it. In 1990 1984 later 88 was in Calgary, and I don't know, do the listeners know, we are brothers, brother, brotherhood cities with Calgary. So, Sarah was popular for destination because all mountain Olympic mountains are like 20 kilometers. That's amazing. You can go skiing and you can see down down the city. You can go for a night light for a foot from the mountains after skiing, so that's something which is really, and the feeling of Sarajevo, where you can hear mosque at the same time, Catholic Church, Orthodox Church, you are raising with these sounds, and it's so there is a special feeling when you are in the cities having coffee and hear all of them praying, that's that's something really to it's beautiful. Also, there is another city, Mostar. It's, it's maybe an hour from Sarajevo by car. The historic UNESCO old bridge is there, so definitely, if someone comes to Bosnia to visit, should plan those two cities, then waterfall Kravitze, even it can go further, 300 kilometers, and Croatia is close coastal, you can go to a seaside, so everywhere you go, you. Don't need an hour to visit, so nature, rivers, lakes, similar to Canada, as someone would really, really enjoy, and the best time for visiting is, of course, May, June, July, August, September, I say, Indian summer, October, that would be, and now the Avial transport is much more developing, so there are a lot of low companies now in Europe that they can, you can use when you travel from Toronto or Montreal to Brussels to Paris to London, you have connections to Sara. It's that's better. We have 41 lines, direct direct lines.

 

Andrew Siegwart  10:46

Oh, that's amazing. Yeah,

 

Daniela Colic  10:48

so it's easy to be. It's very easy to visit. Yes, also we have a, in August, we have a Sarajevo film festival, that's the most brand, the brandest festival in the region, Angelina Jolie was there. All major famous actors were coming, so it's very popular. The city doesn't sleep in august 15 days. You cannot find even a room for that. So that's some kind of a brand that we have, and of course, skiing. Skiing as Olympics, yeah,

 

Andrew Siegwart  11:19

yeah, the skiing for sure,

 

Daniela Colic  11:21

that's it. So, let's say food, food, nature, and people. When you meet someone, then you become best friends, and he will, he will tell you, you can live in my house, you can stay in my house, cancel hotel. Your hotel

 

Andrew Siegwart  11:36

operators might not like that. Yes,

 

Speaker 1  11:38

we just say, come on, we can be together. Oh, that's

 

Andrew Siegwart  11:41

lovely. Yeah, the

 

Daniela Colic  11:42

hospitality.. hospitality is something that I'm proud of. Yeah. Well,

 

Andrew Siegwart  11:45

thank you for sharing. It sounds like we, our countries have a lot in common, and no doubt, very no doubt that explains why, when so many people moved here, there was such a strong connection, probably felt a lot like home in many ways. Yeah. Tell me, how important is sport and tourism to the two sort of communities in Bosnia and the economy in Bosnia? How has that been growing?

 

Daniela Colic  12:11

Yeah, let.. okay, so first of all, our economy is not in on the level that it should be, but you know, 30 years of after the war bears its problems, of course, so that's something that you know sometimes you have more to show, more to give, but you don't have this driving force to exploit that, to make money of that, so I don't like sometimes when politics into even sport even tourism or something, and in the end it's everything is around politics and the points and everything sport sport always was very important for us because we had infrastructure for sport, of course, during the war, everything was ruined, but it was rebuilt again, and we have to offer beautiful mountains, beautiful infrastructures, a lot of apartments still building. Now we have great ski, schools, closeness to the city. When you are boring, you don't want to ski, or the weather is not okay. You just take 20 minutes taxi to the city center, Basharsha, amazing. And you are in Sarajevo, you don't need to be upstairs at the mountain. So, sport is very.. we are very sporty people. We follow everything. We are so excited for this World Cup, we follow all kind of games, we even follow here rugby and the baseball, even we don't know the rules. The point is that we still have that feelings for the Olympic Games. That I was, I was a little girl, I remember the feeling when you're, when your city is hosting Olympic Games, it's a beautiful feeling. So, that's why we want to preserve it. And the main point is that sport, as itself, brings people together, different kind of people, different from different countries, and they make friendships on the mountains or lakes, we have beautiful lakes for camping, for I'm telling you, really similar to, of course, Canada is much bigger with the more, more lakes, and but I can really see the, the, and in that way I think that tourism should be one of the branches where we could, with Canada and Ontario, especially to make some economic relations to work on it, because we have a potential for international visitors, especially for countries who like to countries who like to. To be outdoor, to be sports, sports, for sure,

 

Andrew Siegwart  15:05

for sure. Yeah, and it sounds like there's a real opportunity.

 

Daniela Colic  15:08

Yes, you can have a summer vacation, you can have winter vacation, you can have especially the southern part of Bosnia and Herzegovina is more to seaside climate, so it's like 300 sunny days per year, just 100 kilometers from Saturday. That's

 

Andrew Siegwart  15:27

pretty nice. Yeah, so just like what you were saying locally, or within Europe, the connectivity matters. And so, how do we build connectivity between North America and Bosnia in the future? That's something you know, perhaps, and hopefully maybe a legacy of these games as we go forward. Tell me, what do you think that these 2026 World Cup games mean to the Bosnian community as the team is preparing? What is that sort of national pride like? I mean, obviously, as you mentioned, the pride for the Olympic legacy, but now you were coming. The team is, you know, participating in upcoming,

 

Daniela Colic  16:04

yeah. This World Cup is the second one that we are. We were in 2014 I believe, in Brazil. I can just tell you that in a time when it was barrage game on 30-first March, the whole country was in some kind of a how you close the delusional atmosphere. The shops were closed, people went to home. It was the directors cut off the working hours. Everyone was at home, nobody as it was the street, and it was watching, and when we finally won, and when we were cavalified, then was craziness. How

 

Andrew Siegwart  16:48

bad

 

Daniela Colic  16:48

in Sarajevo capital? There was a rival greetings for the players who came from the smaller city where they played. It was working day, it was Tuesday. Fireworks music, hundreds, 1000s of people outside dressed in the colors, flags, singing until three in the morning. It was party that I don't remember about that party. That was a party when people at 4o'clock in the morning didn't go home, they just went to work. How they were happy, and from that day till now they left today for, for sense, for they just left this morning in our, in Bosnia. They left for St. Louis, where they'll have a first game with Panama on sixth, so from that 31st May March till now, it's craziness in the city. Everyone is talking about that, everyone is preparing, everyone is buying new screens, TV screens, they will maybe return them after the everyone is thinking, Who will be where, who will go where, who will, who will buy what food, where will we watch TV? So it will be the atmosphere, we will be amazing in, in our, in our home country, especially in Sarava, and those big cities.

 

Andrew Siegwart  18:19

What do you think the atmosphere will be like here with the Bosnian communities, and who do you think will be coming to Toronto? Oh,

 

Daniela Colic  18:26

you will see that, you will see that, as I said, as I, as I said, we expect around 25 30,000 of our diaspora, that's not only Toronto and Riyadh, it's mostly all over Canada, and a lot of neighboring cities from USA. They have a USA citizenship, so it's easy for them to come. So, there will be even more, so you will have some people in a stadium, but others will be on the streets, on the bars, and also I can know why I can invite your Canadians to come to Annapolis Hall in Mississauga to experience. We will have there our fan zone.

 

Andrew Siegwart  19:12

Oh, right,

 

Daniela Colic  19:13

and they can experience how we celebrate and how we are watching the game. It will be loud, people will be on the leg, like it's not just sporting event, that celebration of friendship of passion for football. They will connect with all other people, because I believe that there will be other people coming to the watch to that fan zone to watch. Maybe someone is married to our Bosnians, also maybe not, so it will be, it will be really yellow, blue,

 

Andrew Siegwart  19:46

for sure,

 

Daniela Colic  19:47

white, and we'll also invite if someone can can join us to see that on at 1o'clock on 12 in Stanley Park, it. Will it will start fan march.

 

Speaker 2  20:02

Oh, wonderful

 

Daniela Colic  20:04

cartel. We call it cartel. So it's like a march with drums, with songs, with the official group of fans. They will be dressed the same, they will have police escort, and they will, they will be very loud, and they will sing towards stadium,

 

Andrew Siegwart  20:23

heading to the stadium,

 

Daniela Colic  20:23

so some will come, some will enter to stadium, and some will go to Annapolis in Mississauga, or somewhere else. In there will be some private watchings in that house, and

 

Andrew Siegwart  20:36

for sure the Toronto cancel,

 

Daniela Colic  20:38

as I know, and I'm very much in an organization with our people, I have to say they are really, really organized, and what I'm proud of, they follow the rules. Every meeting that I had with institutions, competent police, Toronto Police, City of Mississauga, City of Toronto, all rules will be will be obeyed, so I don't expect that it will be everything will be about happiness and meeting new people, of course. There are groups, there are groups in on social media, people opening their houses and receiving people that they don't know. Oh, really? Someone from, I don't know, Buffalo or Detroit or Chicago, they will not book hotel, they will come to someone here they don't know each other, but they will trust me, they will become the best friends after the game. So I like that connection, that how they are organized. They are so into it. Of course, I'm here as a bridge, but I'm really touched. How they are happy.

 

Andrew Siegwart  21:45

It's nice that you like what you're pointing out. I think what it means to have a legacy of the game, so when people are connecting with each other, visiting friends and relatives, or connecting with new people, I mean, that's how you get that nation building.

 

Daniela Colic  21:58

But we are very easy in that we are very easy in getting friends, new friendships, new talks, new. We are easy to, if someone that don't have plays. Okay, come on, my house, we can, we can be together.

 

Andrew Siegwart  22:13

Yeah, it's part of who you are. Right now, you mentioned, you mentioned June 12, so that is the match where Bosnia and Herzegovina will face off against Canada, which is exciting, and you were talking about the parade to get there. I have to admit that game is kind of memorable for me, because it's actually my birthday, so I already have plans for my birthday to watch the match, so it's exciting. Now I'm wondering, it's exciting for me, I'm wondering, and you know, I don't want to put you in a difficult situation, and without giving away any team secrets, what can Team Canada and Canadian fans expect from the Bosnian Herzegovina team when they take the field? How does your team play?

 

Daniela Colic  22:52

First of all, this team today, this team is a miracle, is a miracle in comparison with other teams, this team is a compound of very young kids, and two of thirds of them, they are not born in our home country. Those are the kids born from the parents who escaped the war. So those kids were born, were born and raised in Germany, Austria, USA, all other countries, Slovenia, all other countries around the world, where their parents find their another home, but what is interesting is that their parents taught them and preserved them Bosnian spirits, Bosnian culture, tradition, and language, so they are, they can, they can be real Canadians, really US Americans, real German, but they, they know that they are Bosnians in heart, that's why they like team more, and to play, they are more eager to play for Bosnia than, for example, buy a new Ventus, or whatever the team is very specific, because of those kids who were born and equal, living abroad, they are playing in a good European teams, so they have a preference, we have a couple of them who are on the high top level, so and what is also the selector. He made a fantastic atmosphere. They are old friends, no matter of nationality. They are so always smiley, always ready to sign, to take a photo to, and that's why, because of their background they have a determination that's some kind, if you can understand me, when I tell you the history of it, and that's why they are so interested to win, to represent Bosnia, to represent our Bosnian. Herzegovina, our colors, they play. I have to say, they play with hearts. They play their parents, that Bosnia is a part of them too. And that's because they don't live there, but play for them, because they have a citizenship. Think they will go beyond, they will be, they will go beyond, but also they, they are not in the league of the team players who are bad with each other, they respect the rules, they don't have problems, or they are

 

Andrew Siegwart  25:32

well. Thank you for sharing that with us. I think it's very special. I mean, these players are are not just children to parents, that seems to me like they are Bosnian Herzegovinas children around the world, and they've come home to represent the team, and I think that's very special.

 

Daniela Colic  25:48

I don't think that more other teams had had this has such a number of those kids

 

Andrew Siegwart  25:58

that that's going to give me a little more to watch, for sure. And thank you for sharing that with us. That is very special. Now, many Bosnian supporters will likely be visiting Ontario for the first time, whether they're coming from the US or if some have come from Europe. What Ontario experiences do you think they'll enjoy most while they're here, knowing what you know about Bosnians and how they like to travel,

 

Daniela Colic  26:21

well, there will be interesting attractions that they won't see, because many of them rarely travel to North American continents, so there are a lot of things that they are watching only through movies or something, so it's very interesting to come from to another continent to see some things that you are seeing on a, you know, when you're in Europe, every city is pretty similar, pretty close, but this is something different. What I would suggest them, if someone asked me, that would be to get out at the streets to feel that kind of multiculturalism. Here, a lot of languages, lots of different and diverse nationalities among people among families to see small vibrant streets, small vibrant cities around Toronto. Where can they have that taste of this continent? And of course, nature. I don't know how much they will have a time, but I believe the many of them will go to see Niagara Falls. It's a miracle for us, for many Europeans. So I think that will be, if would they have a more time, I say a couple of lakes and of course, some attractions in Toronto. I don't know, like Toronto Islands, or maybe Toronto.

 

Andrew Siegwart  27:50

Is Bosnian community, are they curious about other cuisines, and like, is there a big culinary scene back home? Will people be looking for good food.

 

Daniela Colic  28:01

I think I think that they will look for another cuisine, because we enjoy food. We, I personally like to try, and this is the city and the country, and where I can do that more than in Europe, different Asian, Korea, all kind of food. They can, they can try it, that this, this is the place where can they can try that, definitely. But also, there will be people who just eat our food, so they will find our shops and our, to be sure, to be, to be sure that they will not be hungry. But what will tell them, and I'm telling them through my social media and embassies Facebook page, that here you cannot be hungry here, and the portions, of course, they have to take care when they first time ordering something, the portions here is a double in Europe, so they will have to be here, but you cannot be hungry, here you can find everything, you just name it, and you will find, especially in Toronto, which is, which is bigger, for me, I like Toronto, it's more hub city, and but Ottawa is more quiet, so I like get

 

Andrew Siegwart  29:16

you get the best of both worlds, right, for sure,

 

Daniela Colic  29:19

yes, yes, definitely, I'm also happy that the Ontarians, Toronto's people, they will, they will see something what they maybe don't see every day. We will make atmosphere, that's definitely, and it will be, of course, very calm, and I mean, without any problems, I can promise that,

 

Andrew Siegwart  29:35

of course, of course, of course. How has, how has your, as the charge d'affaires. How has your experience been on the planning side, working with the different politicians? You know, you know.

 

Daniela Colic  29:47

Yes, I have to say, amazing. First, when I found out in which situation I will be, I was little panicked, but then I relied on my experience of protocol and working. In this kind of field, but I have, and I had, and I have such great connections and cooperation with the FIFA rep. We have a FIFA diplomatic representatives, City of Ontario, City of Mississauga. They all provided any kind of help. They, I mean, it's City Police of Toronto, so they are so organized. Everyone knows what to do, everyone knows what you need to do. They are sending brochures, they are sending information. So I don't remember that I had, although I lived before, also I was posted in, in Europe. It's a high level of organization, I have to say, I also visit Toronto, and I saw the city, and also hotels, accommodation. It's really prepared, although it's not easy to be one of three hosts organizing this kind of.. it's the first time it's a three host, it's not easy, trust me, the logistics time, different time zones, it's yeah, but the city of Toronto, as the one it really showed the high skills and dedication to pass this.

 

Andrew Siegwart  31:14

Oh, well, thank you for, yeah, just that's great to hear,

 

Daniela Colic  31:16

taking leading us, so I don't have to worry anything, I don't. Yes,

 

Andrew Siegwart  31:22

you know, that's that's it's always important as a destination community. I mean, we want to be, we want to be hosts.

 

Daniela Colic  31:28

Yes, it is. I, yeah, I've, and I've told also that to my, my colleagues in my capital. It's FIFA, especially organized, of course. They have to be for that kind of teams and everything. Come and see.

 

Andrew Siegwart  31:42

Yeah, we'll be there for sure.

 

Daniela Colic  31:44

Don't ask me for whom I'll cheer, because I'm a diplomat. I have to find the balance. Oh, actually, I found the balance.

 

Andrew Siegwart  31:52

Okay,

 

Daniela Colic  31:53

I will have on myself blue, yellow, white, and red.

 

Andrew Siegwart  31:57

Perfect.

 

Daniela Colic  31:58

As a diplomat, as a diplomat, I will represent both

 

Andrew Siegwart  32:01

well on behalf of the Tourism Injury Association of Ontario, our members, our listeners. I just want to extend, you know, such an appreciation and a warm welcome to the players, the supporters, and everyone from Bosnia and Herzegovina. I wish you so much better. I wish I wish your country, I wish your team all the best in the entire tournament,

 

Daniela Colic  32:21

likewise, we also like, yes, and we invite all Canadians to party with us.

 

Andrew Siegwart  32:25

Absolutely, we will take you up on that, and you know, perhaps we can work together in the future about expanding some of those routes and access and dealing with things like visas and stuff to open up more, more collaboration with our country.

 

Daniela Colic  32:39

Yes, I can. I can say that Visa Visa was something that was the lowest process, but I, I understand from my position here as institute institutional representative, I understand the policy organizations, there are not, so there are the process is not fast, the it's taking time, and but I understand, as I say that there are some higher decisions to be done, but we are expecting people from Bosnia. There will be, yes, I know I'm in contact with tourist organizations, so there will be not in such number like another people from they have a EU, for example, passports, but we will have also. That's

 

Andrew Siegwart  33:26

great. Well, and these are the, these are the oftentimes the first handshakes to future growth and root development. And so, yes, let's work together.

 

Daniela Colic  33:35

Yes, sure. Why? Exactly. Of course. Thank you so much for the opportunity to speak about I team my country, I can always speak about my country, my team, my everything, which is connected to Bosnia and Herzegovina.

 

Andrew Siegwart  33:51

Well, you are indeed an amazing ambassador at Charge d'Affaires, representing your country. Thank you.

 

Daniela Colic  33:57

And please visit me in Ottawa. It's not everything in Toronto, there are things, so here we have our community. Here we have a great cultural association. Here,

 

Andrew Siegwart  34:05

amazing, great advice.

 

Daniela Colic  34:07

You can visit us

 

Andrew Siegwart  34:09

as Ontario prepares to welcome the world. We'll be sitting down with representatives from countries and communities across the globe to celebrate the culture, stories, and connections that make this tournament so special. So, stay tuned for more conversations as we continue our road to FIFA World Cup 2026 series. Until next time. Thanks for listening.

 

Mary Anne Ivison  34:26

Thanks for listening to Forward Motion. This show is created by the Tourism Industry Association of Ontario and is recognized by government as a voice of tourism and produced by everyone at the Sound Off Media Company.