PI Flipbook

MARCH / APRIL 2019
POSTINDUSTRIAL.COM
NO 1 VOL 1

Wiz Khalifa
is building
a startup
empire



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MARCH / APRIL 2019

Contents

24 FEATURE
APOCALYPSE MAN
Brent Brown
BY ADAM ERACE // PHOTOGRAPHY BY BILL FRAKES

A Postindustrial investigation goes behind the curtain
and into the books of Philadelphia’s weirdest, end- of
the world-themed restaurant, where an alleged white-
collar criminal is plotting a high-stakes comeback

32FACES IN THE WILD
‘A CAKEWALK’ for
Alejandro Villanueva
BY CARMEN GENTILE

A real, honest-to-goodness, no exaggeration,
full-on hero in the NFL, the Steelers’ offensive
tackle says the rigors of a pro football workout
are a cinch compared to three deployments to
Afghanistan.

FOR YOUR EYES ONLY: THIS IS A ONE-TIME, SPECIAL EDITION OF POSTINDUSTRIAL CREATED FOR
CHARTER ADVERTISERS, SPONSORS, AND INVESTORS. FOR MORE INFO, CONTACT MATT STROUD: [email protected]

JOIN US: Members receive 6 issues per year, invites to events they’ll actually want to attend, and access to premium content. Visit postindustrial.com/members

2 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

Postindustrial Media, LLC postindustrial.com [email protected]

CHIEF CONTENT OFFICER Matt Stroud

EDITORIAL BUSINESS

EDITOR-AT-LARGE Carmen Gentile PUBLISHER Chris Fletcher
EDITOR-AT-LARGE Brentin Mock ADVANCEMENT DIRECTOR Dan Law
OPERATIONS DIRECTOR Lance Lindauer
FACT-CHECKER Sharmila Venkatasubban STRATEGY CONSULTANT Tom Chaffee
MEDICAL EDITOR Dr. Laxmi Shah ACCOUNT EXECUTIVE Angela Alfonso
ASSOCIATE EDITOR Jenn Saffron EVENTS DIRECTOR Stephanie Brea

PODCAST HOSTS Mickey & Molly Miller

VISUALS

ART DIRECTORS Whitney Olson & Houston McIntyre
PHOTOGRAPHY Justin Merriman & AmericanReportage.com

CONTRIBUTORS

Maranie Rae, Tre Johnson, Jesse Hicks, Melissa Meinzer, Aaron Gordon, Allie Volpe, Erin Corbett,
Jack Needham, Kristin Hugo, Madison Medeiros, Rebecca Renner, Sarah Baird, Troy Farah,
Zachary Siegel, Alexandra Samuel, Avi Asher-Schapiro, Caitlin Cruz, Christina Xu, Elmo Keep,

Erik Markowitz, Eva Holland, Gabrielle Sierra, Isobel Koshiw, Jeff Maysh, Joe Eskenazi, Kelsey Atherton,
Soraya Chemaly, Spencer Woodman, Susie Cagle, Molly Harris, Jared Goyette, Jeremy Smerd

Among the 10 major cities in the U.S. with the
fastest-growing populations of college-educated
people under 40, more than half are in the
Rust Belt and Greater Appalachia. These cities
are hotbeds of activity, filled with ambitious
young people starving for exactly what we’re
giving them: In-depth stories from some of the
best journalists in the country, and practical
advice from people who built meaningful
lives, communities, and businesses — just like
these ambitious young people in the Rust Belt
do (and are destined to do). No clickbait. No
notifications. Just great reporting and useful
guidance on how to live a gratifying life.

ON THE COVER: Wiz Khalifa launched “BASH,”
a collection inspired by his 3-year-old son.
Photo via Junkfood Clothing. Check out more at
junkfoodclothing.com.

POSTINDUSTRIAL is published in print six times per year — in January, PRINTED IN THE
March, May, July, September, and November — and every day, online, at
postindustrial.com. The contents of this special edition of Postindustrial are USA
not for public consumption. Stories contained in this not-for-distribution
issue of Postindustrial are the property of the listed authors and were COPYRIGHT ©2018 POSTINDUSTRIAL MEDIA LLC, ALL RIGHTS RESERVED
previously published in Esquire, Interview, Fitt, Thrillist, and Bloomberg. The
feature is an unpublished story commissioned by Eater.com and shared 3POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |
with Postindustrial. For more information about Postindustrial or the people
behind it, please email [email protected]. All rights reserved.

TEAM POSTINDUSTRIAL Postindustrial features in-depth stories from some of the best journalists in the MORE ONLINE AT
country, and practical advice from people who’ve built meaningful lives POSTINDUSTRIAL.COM

P/I: Stories from some of the best, most diverse MARCH / APRIL 2019
journalists in the country, and practical advice

CONTR IBUTORSfrom people building meaningful lives.

Postindustrial’s editorial stable includes a diverse crew of nationally-recognized,
award- winning journalists who have written and/or produced audio and video content all over the world

for The Washington Post, NBC News, NPR, Businessweek, The Verge, USA Today,
and a host of other mainstream outlets.

fact-checker contributor art directors chief content officer editor-at-large
MARANIE STAAB is a MATT STROUD has written BRENTIN MOCK is a staff
SHARMILA VENKATASUBBAN Pittsburgh-based, independent WHITNEY OLSON short- and long-form writer at The Atlantic magazine
is a researcher who has worked photographer and journalist & HOUSTON MCINTYRE run journalism for Esquire, who was previously the
for news organizations and working to document human HHM Creative, a design agency Harper’s, The Atlantic, justice editor at Grist. He lives
publications including the rights and social justice issues, in Minneapolis. Originally Buzzfeed, Politico, The New in Pittsburgh’s Homestead
Nation Institute’s Investigative displacement and the periphery from West Virginia, Houston York Times, and Reuters, neighborhood with his wife
Fund, NBC News, Vice News, of conflict — how violence and Studied Design at the Art and held staff positions with and son.
the Hechinger Report, Outside war affects individuals and Institute of Pittsburgh. There the Associated Press and
magazine, and BuzzFeed News, societies. Her work focuses he spent 10 years at a creative Bloomberg Businessweek. editor-at-large
with a focus on investigative on people and especially agency, as well as designing He lived in London, San CARMEN GENTILE is a
reporting. She’s conducted those in marginalized parts of gig posters, publications, and Francisco, and Philadelphia journalist who has written for
fact-checking trainings for society — whether domestically passion projects on the side. before moving back to some of the world’s leading
numerous outlets and has or abroad. She photographs After roaming the country on Pittsburgh to start a family. He publications, including The New
served on the copy desks with the aspiration to dispel his motorcycle, he settled in lives in Pittsburgh with his wife York Times, TIME, Newsweek,
for Rolling Stone, New York, misconceptions, to underline the Northeast Arts District and three children. USA Today, and many others.
and BuzzFeed News. She was our common humanity, and to of Minneapolis. Whitney He has covered both the
awarded a Keystone Press further understanding of worlds attended the University of photography wars in Afghanistan and Iraq,
Award and a South Asian outside our own. To date, her Minnesota and is a life-long AMERICAN REPORTAGE, embedding with soldiers on the
Journalists Association award, work has taken her throughout artist, musician, and creative. a project founded by front line. His book, Blindsided
both for feature writing. She’s Eastern and Western Europe, In 2015 Whitney and Houston internationally renowned by the Taliban: A Journalist’s
also worked as an editor Africa, the Middle East and established HHM Creative and photojournalist Justin Story of War, Trauma, Love, and
for the Carnegie Museum Southeast Asia. built it into a thriving design Merriman. Dedicated to Loss documents the years-
of Art and a curator for the agency with clients across the storytelling that is important long aftermath of his brush
Pittsburgh Cultural Trust. country. and critical to the country, with death after he survived
American Reportage will being shot in the face while
Where we’re help to produce in-depth embedded with an Army unit in
headed by ‘21 stories through photos and Afghanistan. He owns and rents
video for Postindustrial that property out of Pittsburgh’s
Postindustrial will launch in Pittsburgh, in March amplify the voices of people Lawrenceville neighborhood.
2019, and expand circulation, over the course of and communities that may
three years, to a total of 12 cities. otherwise go unheard.
IN THE RUST BELT: Pittsburgh (Pa.),
Philadelphia (Pa.), Detroit (Mich.), Chicago (Il.),
Columbus (Ohio), and St. Louis (Mo.)
IN GREATER APPALACHIA: Birmingham (AL),
Chattanooga (TN), Asheville (NC), Fort Wayne (IN),
Lexington (KY), and Charleston (W.Va.)

4 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

CONVERSATIONS WE’RE HAVING IN 2018

The Pipeline

THE PIPELINE is your guide to business and finance,
health, technology, and real estate within the region.

These stories don’t just highlight the people doing
interesting work and the places where those things

are happening. They explore the complexities of
Postindustrial existence: How do you think about
investing for the future when you debts remain from
college? How do you approach health insurance when
you decide to go freelance? These are the stories of our

time — explored with insight in Postindustrial.

6 MARKETPLACE 14 IN-SIGHT
8 ALIVE
10 THE FUTURE Maranie Rae
12 HOME LIFE
Maranie Rae’s photography

takes us into the lives and

world Iraqi refugees caught

in the ravages of war.

18

AMERICAN MOGUL

Wiz Khalifa

BY MATT DIEHL // PHOTOGRAPHY BY MIKAEL JANSSON

~
Pittsburgh’s 31-year-old rap

superstar, born Cameron
Thomaz, has been quietly building
a diversified startup empire that

goes way beyond his well-known
affinity for weed.

5POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

THE PIPELINE: MARKETPLACE Stories of the innovative businesses and people exploring MORE ONLINE AT
new ventures in the Rust Belt and Greater Appalachia POSTINDUSTRIAL.COM

MARKETPLACE features stories of the innovative
businesses and people exploring new ventures in

the Rust Belt and Greater Appalachia. Your guide to Postindustrial

BUSINESS & PEOPLE

MARKETPLACE tells the stories of the innovative businesses and people exploring
new ventures in the Rust Belt and Greater Appalachia

~

BY THRILLIST

PITTSBURGH PHILADELPHIA DETROIT CHICAGO

PROTOTYPE THE MOSHULU ALWAYS BREWING FARMER’S FRIDGE

This maker’s space in North As the world’s oldest and largest Much like every neighborhood You know the feeling — it’s 3pm and
Oakland originally started as a floating square-rigged sailing needs its own brewery, every you haven’t been able to escape
personal studio for Erin Oldynski vessel, the Moshulu has been a neighborhood also needs its own the office to grab lunch, or you’re
and E.Louise Larson, but it has stalwart backdrop to the Delaware coffee shop. Always Brewing Detroit in need of a mid-afternoon energy
since turned into a creative hub Waterfront. It’s the only restaurant is the neighborhood coffee shop boost. But the only sustenance
dedicated to supporting women. venue on a Tall ship and has in Grandmont-Rosedale, and its within a quick walk of your desk
The studio gives individuals of been serving diners since 1975, focus is as much on the community is a vending machine stocked
all income levels the opportunity though with a well-executed and as on the coffee. Always Brewing with salty and sugary junk food.
to learn new skills, ranging from modernized menu. Other claims offers morning yoga, board game Farmer’s Fridge wanted to change
hands-on things like screen to fame? After being confiscated nights, craft nights, open mics, that. The Chicago-based healthy
printing to techier stuff like graphic by the U.S. Navy during WWI, music performances, storytelling vending machine company opened
design. The $25 introductory rate Mrs. Woodrow Wilson herself hours, and more, with coffee, tea, its first fridge in Garvey Food
guarantees 10 hours of studio re-named the ship, the Moshulu. bagels, pastries, salads, and soups Court in late 2013 with the mission
access per week for six months. And nearer and dearer to Philly’s all sourced within 15 miles of the to provide affordable, freshly-
Prototype will also be offering heart? It’s featured during one shop. — Nicole Rupersburg prepared, restaurant-quality food
scholarships and pay-what-you- of Rocky’s workout sequences! in a convenient format. Founder
can options for access to its tools Moshulu’s well-known for its 19180 West Grand River Ave and CEO Luke Saunders, 32, was
and workspace. —Julianna Bagwell holiday brunches, where you’ll find Detroit, MI 48223 inspired to create the brand after
a myriad of options to satisfying ALWAYSBREWINGDETROIT.COM working as a sales rep for a metal
460 Melwood Ave, Suite 208 any diner’s cravings, from carving finishing company, where he
Pittsburgh, Pennsylvania 15213 to omelet stations. And during the drove 1,000 miles a week and was
PROTOTYPEPGH.COM summer, the deck is where it’s at. lacking options for healthy meals
There’s no better spot to enjoy a on the road. — Christie Rotondo and
cocktail or a glass of champagne Andrea Morabito
a la Andy Samberg because, yes,
you’re on a boat. —John Kim At locations throughout Chicago
and Milwaukee
401 S. Christopher Columbus Blvd FARMERSFRIDGE.COM
Philadelphia, Pennsylvania 19106
MOSHULU.COM

6 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

Transforming Health Care
Through Science and Technology

At UPMC Enterprises, we are the thinkers, doers,
pioneers, and game-changers who are finding
solutions to the complicated challenges facing
health care providers and their patients. Our work
is about using creativity to tackle exciting projects
that become life-changing products.
Join us as we work to shape the future of health
care. Learn more at UPMCEnterprises.com.

7POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

THE PIPELINE: ALIVE A hub for health, well-being, sports and recreation — and how to think about the abundance MORE ONLINE AT
of messaging we hear about how to stay healthy and achieve fitness goals. POSTINDUSTRIAL.COM

ALIVE is a hub for health, well-being, sports, Although vitamin retailers have taken steps to sure
and recreation — and how to think about the up business from a tactical and financial standpoint,
messaging we hear about fitness and health. they’re seemingly unwilling—or unable—to confront
some fundamental issues.

Direct-to-consumer a combination of factors that have landed
these legacy supplement sellers a spot on
VITAMINS: nearly every bankruptcy watchlist.

Instagram, Amazon, and the end of GNC The broader retail apocalypse paired
~ with the commoditization of vitamins—
everyone from Walmart to Costco and
BY ANTHONY VENNARE Whole Foods has a “vitamins” section—
and steep competition from online
Fueled by Instagram’s growing popularity THE MARKET retailers like Amazon and Bodybuilding.
and a surge in wellness-related spending, a According to Statista, the global size of com have traditional stores on life
new breed of companies has emerged. Say support.
hello to personalized, direct-to-consumer the vitamins, minerals, and supplements
vitamins. market was expected to reach $106.2B THE OLD GUARD
in 2017, up from $68B in 2014. In the US, Although vitamin retailers have
Using clean lines and bright colors the sale of vitamins (excluding dietary
paired with targeted social advertising and supplements) totaled $13.5B in 2017, with taken steps to sure up business from a
Instagram influencers, direct-to-consumer online sales of vitamins accounting for tactical and financial standpoint, they’re
(DTC) vitamin startups are perfectly $2.4B. seemingly unwilling—or unable—to
positioned within the millennial zeitgeist. confront some fundamental issues.
Offering a convenient form of self-care that’s However, as the global and US vitamin Mainly, their business model is broken and
amplified by social sharing, the rise of the markets grow at a rate of 3% and 6%, the brands they’ve created aren’t relevant
DTC vitamin startup is causing headaches respectively, there has been a significant in 2018.
for brick-and-mortar retailers like GNC and shift from brick-and-mortar sales to
Vitamin Shoppe who are already struggling online sales. Yet, somehow, vitamin In recent years, both GNC and Vitamin
to stay in business. retailers like GNC have failed to cash in on Shoppe have tried to refresh their
the wellness boom. brands. In December 2016, GNC went as
With the writing seemingly on the wall, far as closing all 4,400 company-owned
inquiring minds have to wonder: Will the Going back years, Vitamin Shoppe stores for a day to relaunch as “One New
DTC trend continue its hockey stick growth? and GNC have struggled with lawsuits GNC”. Unfortunately, it feels more like
Can the likes of GNC survive? And could alleging the sale of potentially dangerous the same old GNC. As one article put it,
there be a Dollar Shave Club-like acquisition supplements. But slinging shady “GNC is using a cosmetic fix to address
in the future? Let’s take a look. supplements is just the tip of the iceberg fundamental issues”. And it appears as
and really just par for the course for an though Vitamin Shoppe is undertaking
industry that’s entirely unregulated. It’s “cosmetic” efforts as well. The company
is launching a new store format complete
with a kombucha bar while rolling out
800 Instagram accounts in an attempt to
localize their marketing efforts.

As Seema Shah, an analyst at Bloomberg
Intelligence, put it when speaking on
GNC, vitamin retailers who are selling a
commodity product must “be the lowest
price or you have to have some amazing
experience.” Neither Vitamin Shoppe or
GNC are succeeding there.

A WHOLE NEW WORLD
Wellness has become an important part

of the luxury lifestyle. And the old guard
is out of touch with what today’s wellness
consumer wants.

8 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

When speaking to Racked about GNC, PNEAEPDETRO LWOSEEIGSHOMT?E
Neil Saunders of GlobalData said, “The
stores themselves do not fit in with the With Peoples e-Billing, your bill is
wellness trend. They don’t feel calm or delivered to you electronically, without
relaxing but rather are a bit overwhelming all that paper. It saves you time, while
and, for those not familiar with the also saving trees! In fact, if every
category, can be stressful. Crowding Peoples customer switched to paperless
in loads of product puts off occasional billing, together we could save over
shoppers, and it means it is hard for GNC 67,000 pounds of paper per year.
to easily showcase new innovations or Visit Peoples-Gas.com/eBill to learn more.
ideas in health.”
9POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |
Racked goes on to point out that GNC’s
retail experience is sterile and overly
masculine, putting them at odds with the
broader wellness movement characterized
by physical, spiritual, and emotional self-
care. Wellness is a new game and the next
generation of DTC vitamin companies are
simply outplaying the incumbents.

THE ELEPHANT(S) IN THE ROOM
There’s are a couple painful truths

that the entire vitamin and supplement
world—DTC and retail alike—are forced to
grapple with.

First and foremost, Amazon is an
absolute monster. GNC and Vitamin
Shoppe aren’t going out of business
because of companies like Care/of — they
simply can’t compete with Amazon. In a
recent price comparison, GNC’s prices
were 11% greater than Amazon across 30
identical brands. Pricing and convenience
are factors that have earned Amazon
77% of the market for online vitamin and
supplement sales.

Couple that with Amazon’s acquisition
of PillPack, the online pharmacy that’s
essentially a DTC pharmaceuticals
company. While prescription medicines
are the primary business, they also offer
vitamins, supplements, and over-the-
counter medications that just might
render the new wave of DTC vitamin
companies irrelevant.

Finally, in what might be the hardest
pill to swallow, there’s a growing body of
evidence that many popular vitamins and
mineral supplements provide no health
benefit. Worse, they can be downright
dangerous. But as long as we continue to
buy what wellness lifestyle companies
are selling, expertly crafted brands will
provide us with the products we think
we need. And, in turn, venture capital
will continue to fund the vitamin and
supplement space in hopes of cashing in
on the next unicorn.

THE PIPELINE: THE FUTURE Stories of new technologies that change the way we think LISTEN TO PODCAST MORE ONLINE AT
about progress and ingenuity in the 21st century. POSTINDUSTRIAL.COM POSTINDUSTRIAL.COM

THE FUTURE tells the stories of new technologies Allegheny County, Pennsylvania, (Pittsburgh) population
that change the way we think about progress
and ingenuity in the 21st century. 1,800,000

1,600,000

1,400,000

1970 1980 2000 1,200,000
2016

Source: Federal Reserve Bank of St. Louis

TECH It helps to put Pittsburgh’s boom in perspective. As
urban success stories go, Pittsburgh’s is a humble
one. Despite all the buzz, the city hasn’t dug itself
all the way out of the deep hole it fell into after the
collapse of its signature steel industry. Allegheny
County, in which Pittsburgh is located, still only has
three-quarters of the population it had in the 1970s:

PITTSBURGH the town. The school’s Robotics Institute,
shows the way to a Rust Belt rebound founded in 1979, and its National Robotics
through more and better tech than Engineering Center, which helps
anywhere else commercialize technologies invented
~ on campus, have given the former Steel
City a new reputation as Robot Town.
BY NOAH SMITH // PHOTOGRAPHY BY ANDREW HARRER/BLOOMBERG The self-driving car industry has flocked
to Pittsburgh, which now boasts a large
The Steel City promoted its leading cities to live” and “coolest neighborhoods Google campus and was the site of an Uber
university, robotics and the arts to attract in America.” It’s being hailed as the next Technologies Inc. autonomous vehicle pilot
younger educated workers. tech industry hotspot, and even old- program. Pittsburgh also has a growing
line manufacturers like Alcoa Corp. are startup scene, with incubators like
I vividly remember a time back in 2007 moving back to the city. How did things AlphaLab that help shepherd university
when some people I knew were marveling change so quickly? graduates into the business world.
at an online ad for a house in Pittsburgh
selling for $1. Of course, the true cost So while Pittsburgh hasn’t exactly Tech hubs can’t be built without smart
of houses being auctioned for almost become a boomtown, it’s still an example workers, and universities alone aren’t
nothing is much higher, since you have that other cities in the region should try to sufficient to attract them. This typically
to rebuild and maintain them. But it just emulate. involves creating things that smart
served to illustrate Pittsburgh’s battered young people like, such as an art scene,
reputation as a post-industrial sob story, The common story is that Pittsburgh fashionable neighborhoods and a lively
a tumbledown slum where no one would revived itself by becoming a university- downtown. The Pittsburgh Cultural Trust,
want to live. centered technology hub, like Austin, funded by foundations created by the
Texas; Raleigh, North Carolina; or San industrial titans of yesteryear, has been
A decade later, how things have Diego -- the industries of tomorrow helpful for creating these.
changed. Pittsburgh is hot. A growing replacing those of yesterday. Carnegie
mecca for millennials, Pittsburgh Mellon University, ranked 25th in the Pittsburgh has also been welcoming
regularly earns a place on the list of “best nation, has cooperated closely with to immigrants, who have helped the city
industry and government to help revive maintain its tax base. And, just like every
successful city in the country, it has
become more diverse, with a big increase
in its Asian population.

So all the typical ingredients of the
modern American urban success story
are there -- an educated and diverse
workforce, a great university, and close
cooperation between the public, private,
nonprofit and academic sectors. Another

10 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

Total real domestic product in 2009 dollars Index of population growth

Pittsburgh Cleveland Milwuakee Pittsburgh Cleveland Milwuakee

$140B 110
105
120B 100
95
100B 2016

80B

2001 2010 60B 2001 2010
Source: Federal Reserve Bank of St. Louis 2016 Source: Federal Reserve Bank of St. Louis

Pittsburgh is still a city plagued by racial inequality and environmental problems, with an unemployment rate
slightly higher than the national average. But for a Rust Belt city whose basic reason for existence had seemed to
vanish, Pittsburgh has done a decent job of getting back on its feet. One way to see this is to compare Pittsburgh
to similarly sized former manufacturing centers in the Midwest, like Cleveland and Milwaukee. Here, Pittsburgh
stands out as a modest success. Its population and its economy have grown more since the Great Recession.

factor may be financial -- after a crisis Avg weekly wage in private establishments in metro area
in 2003, the city cut costs dramatically.
Although painful in the short run, that Pittsburgh Cleveland Milwuakee
probably eased the looming burden of tax
hikes, making businesses and workers $1,200
more comfortable moving to the region.
1,000
Which other cities can emulate
Pittsburgh’s turnaround? The obvious 800
candidate is Cleveland, a city to which
Pittsburgh is often compared. Cleveland 2001 2010 600
has languished economically, especially Source: Federal Reserve Bank of St. Louis 2016
since the recession, and is still losing
population. But it does have a key asset And its wages are a bit higher:
in the form of Case Western Reserve
University, which has about two-thirds as establish or enhance the sort of deep,
many students as Carnegie Mellon does fluid, regular cooperation between elites
and is ranked only slightly lower. in business, city government, academia
and nonprofits that are the hallmark of
Cleveland might seem an unlikely Pittsburgh and of Sun Belt success stories
site for a technology cluster -- but then like Austin and Raleigh. Downtown
again, so was Pittsburgh. Already, the redevelopment, funding for arts and
school does a good job of commercializing culture, transit, and the creation of a
research, though that’s not always the few trendy neighborhoods that appeal
same thing as building businesses. One to educated young people are all good
strategy would be for Case Western to goals. Nor should Cleveland forget the
create a large, prestigious, well-funded importance of immigrants and diversity
research institute that established -- a city with few immigrants that is still
it as a leader in one particular area mostly white and black, Cleveland could
of technology, as Carnegie Mellon benefit from an influx of newcomers.
did with robotics. One idea might be
nanotechnology, given Case Western’s The road back from the economic
prowess in chemical engineering. Other devastation of the Rust Belt won’t be easy.
than Silicon Valley, the U.S. doesn’t have Even Pittsburgh hasn’t fully made it out.
a Nanotech City; perhaps that could be But its success should inspire hope -- and
Cleveland. good ideas -- in other Midwestern cities
like Cleveland.
Beyond the core of university research,
Cleveland should make sure to either

11POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

THE PIPELINE: HOME LIFE Stories about where to invest in homes, and how MORE ONLINE AT
to make our homes more livable and efficient. POSTINDUSTRIAL.COM

HOME LIFE features stories about where to Although vitamin retailers have taken steps to sure up business
invest in property, and how to make our homes from a tactical and financial standpoint, they’re seemingly
more livable and efficient. unwilling—or unable—to confront some fundamental issues.

4. LIABILITY LIMITATION 8. BUSINESS PLANNING
Set up some sort of LLC or Another candidate for
S-Corp. The peace of mind RE101. Give new agents
is reason enough, but if you business plan samples,
don’t know any better, how explain what goes into
can you hope to protect creating one, and let them
yourself from expensive choose to take it or leave it
litigation. I’ve seen agents at their discretion. A little
lose their OWN HOME planning goes a long way,
because they we’re sued and a better understanding
and they had no corporate of how to create a
entity set up to shield their successful business would
family from that sort of risk. certainly help create better
agents
10 1. LEAD GENERATION 5. E-PRO TRAINING
THINGS It’s all fine and well to The designation is nice 9. MARKET ANALYSIS
make a new agent pay for on a resume, but I know The most valuable
I wish they taught in the course, the test, their too many E-Pro certified paperwork I got as a
dues, their MLS fees, their agents who don’t know new agent actually came
real estate school sentri/supra/multac key how to use their own email. from an appraiser. It was
charges, their office/desk Where does that leave a valuation estimation
~ fees, etc., but when it comes the minimum standard sheet that they used for
to actually generating of knowledge for a wet- estimating how much
BY JONATHAN BENYA business, fuhgeddaboutit! behind-the-ears agent? improvements to a
property were worth.
Talking and working with these new agents got me 2. CURRENT LOAN PROGRAMS 6. CAN-SPAM COMPLIANCE Knowing what the average
thinking about my own experience in the principles Teaching the difference It’s difficult to comply with value increase for 2 vs. 2.5
of real estate course just 3 years ago. I remember between conventional/203k/ federal anti-spam laws bathrooms? Priceless.
being told that only 10% of the students are still FHA/VA seems pretty if you don’t know what Why not do it and train
in the business after 2 years. For my class, that standard, but there are so they are. Most agents agents on the mechanics of
average was spot on (3/32). The biggest failure I see many additional options don’t realize the tens of doing a market analysis?
in training agents is a complete lack of practical out there. For instance, thousands of dollars in
education. It’s great to spend 4 of your required 40 many local areas have liability simply because they 10. WRAPPING IT UP
hours of training learning about metes and bounds seen huge support by way don’t have an unsubscribe Obviously, none of these
(which, to this date, I have still never used), but so of foreclosure purchase link in their mass mailings. suggestions can replace
many basic skills are completely overlooked. I’m a assistance programs. Teach it, learn it, move on. anything currently
big supporter of raising the bar (#RTB), so, in no being taught. This is
particular order, I’ve put together a short (and, 3. MLS USAGE 7. RED FLAG AWARENESS additional information,
I’m certain, incomplete) list of items that should be It never ceases to amaze me, Everybody makes mistakes, to supplement current
required for new agents. I ALWAYS get a new agent in but real estate is a minimum education. Will
my office wanting to know complicated business with it increase the required
where I got my information. lots of things that can sink hours to get your license?
It’s not hard folks, the a contract. RE101: teach You Betcha! Will it increase
information is right there on people to do preliminary the cost of the course?
the MLS, all you need to do is title searches, educate Yup! Raising the minimum
download it! on things that can cause standards of training is
financing to fall through, neither cheap nor easy, but
explain how a short sale it provides a better service
does (or doesn’t) work, to the agents in the class,
and teach agents how to their future clients, and
identify issues before they the face of the real estate
become deal-killers. industry in general.

12 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

13POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

THE PIPELINE: IN-SIGHT Featuring the work of photographers from our region LISTEN TO PODCAST LIVE EVENT NAME MORE ONLINE AT
who expends our understanding of the world. POSTINDUSTRIAL.COM JAN 23, 2019 POSTINDUSTRIAL.COM

IN-SIGHT features photography that expends our
understanding of the world, and will be featured
in videos and podcasts on postindustrial.com.

Maranie Rae

Photographer & Journalist

“In early 2017 I was in Iraq, working with medics to better understand the civilian cost of
the conflict, in the hope I might add to the narrative and go beyond the headlines,” writes
Pittsburgh-based photographer Maranie Rae. “To many, war has become an abstract
burden. To these children, the burden of war is all they have known. The scenes depicted
in these photographs show an all too familiar horror for those caught in the midst of
conflict, the loss of innocence and the end of young life.”

Rae is a Pittsburgh-based, independent photographer and journalist working to
document human rights and social justice issues, displacement and the periphery of
conflict — how violence and war affects individuals and societies. She is motivated by the
conviction that still images have the power to inform, inspire, change the way we think
and even move people to act.

"In a world where the displaced have too often become an anonymous statistic," Rae writes, "this
photo series is an attempt to put a human face on the individual in the hope that we might recognize
our shared humanity with the many."

14 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

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16 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

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THE PIPELINE: THE INTERVIEW The Postindustrial Interview will feature one fascinating LISTEN TO PODCAST AT MORE ONLINE AT
person whose roots are in the region, and who makes us POSTINDUSTRIAL.COM POSTINDUSTRIAL.COM
think differently about how we live and who we are.

THE POSTINDUSTRIAL INTERVIEW will focus on
one fascinating person per issue whose roots are
in the Rust Belt or Greater Appalachia.

WIZAMERICAN MOGUL
KHALIFA

Pittsburgh’s 31-year-old rap Aside from the fact that he likes to smoke lots of weed,
superstar, born Cameron there’s not much about Wiz Khalifa that is patterned or
Thomaz, has been quietly predictable. Born Cameron Thomaz, the 31-year-old rapper
building a diversified startup hails from Pittsburgh, Pennsylvania—a city not exactly known
empire that goes way beyond his as a hotbed of hip-hop wonderfulness. Still, Khalifa started
well-known affinity for weed. writing rhymes as a pre-teen and managed to score a record
~ deal with Warner Music in 2007, releasing his first single,
the Eurotrance-tinged “Say Yeah,” soon after. The marriage,
BY MATT DIEHL // PHOTOGRAPHY BY MIKAEL JANSSON though, wasn’t a good one, and he eventually parted ways with
the label—which, ironically, is when his fledgling hip-hop
career really started to take off. After extricating himself
from the industry machinery, Khalifa decided to release his
records independently, the second of which, 2009’s coyly titled
Deal Or No Deal (Rostrum), became an underground hit and
presaged the overwhelmingly enthusiastic response he would
receive to a subsequent series of free mixtapes capped by last
year’s Kush & Orange Juice (Taylor/Gang/Rostrum), the title
of which became a top trending topic on Twitter.

As if on cue, the major labels came calling again, with
Khalifa eventually signing last year with Atlantic and
releasing his first single, “Black and Yellow,” which not only
reached the top spot on the Billboard Hot 100, but grew into
a pop-culture phenomenon, becoming the de facto anthem of
the Pittsburgh Steelers’ Super Bowl run.

His full-fledged major-label debut, Rolling Papers
(Atlantic), entered the charts at No. 2 when it came out in
late March—and with his increased profile has also come
increased scrutiny. But Khalifa still seems to float above it
all—and not just because of the prodigious amounts of pot he
smokes. We recently caught up with him on tour in Florida.

18 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

POSTINDUSTRIAL | THE P/I INTERVIEW
19POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

HEY, WIZ. WHERE ARE YOU? level. There were people who didn’t believe in what I was doing
at first, so I just took a lot of time to build that up, being on top of
Tallahassee. I’m actually on my tour bus. things to make everything better. I started rapping so I could fit
in, and then I got kind of good at it. When I was, like, 14, I told my
HOW HAVE YOU PERSONALIZED THE BUS AND MADE IT FEEL LIKE HOME? dad what I wanted to do, and he bought me some equipment. Then
I just made it happen.
Well, the main thing is keeping it clean—and free of smells, of
course. MANY OF THE GREAT HIP-HOP MCS HAVE BEEN HISTORICALLY TIED TO THEIR
ENVIRONMENTS: THERE’S LIL WAYNE AND NEW ORLEANS; JAY-Z AND BROOKLYN;
I’M IMPRESSED THAT A STONER FEELS THE URGENCY TO KEEP HIS IMMEDIATE N.W.A AND COMPTON. YOU’RE DIFFERENT FROM A LOT OF RAPPERS IN THAT,
ENVIRONMENT CLEAN. BECAUSE YOUR DAD WAS IN THE MILITARY, YOU LIVED IN PLACES LIKE JAPAN AND
ENGLAND GROWING UP. WHEN YOU RETURNED TO THE U.S., YOU SETTLED IN
I think there are people who aren’t stoners who like to keep the PITTSBURGH—NOT A CITY KNOWN FOR ITS HIP-HOP. HOW DOES THAT ALL FIGURE
area clean. Everybody gets a little messy, but there’s different INTO WHO YOU ARE?
people on here, so we gotta keep it clean.
Every artist picks what they want to put out there, what image
SO WHAT DO YOU THINK THE WORLD SAW IN YOU THAT MADE YOU STAND OUT? they want to portray, and what they want people to know about
where they’re from. There are a lot of different types of people in
I don’t know if it was anything necessarily different. I just worked Pittsburgh. There are a lot of different things going on as far as art
really, really hard to stay in people’s faces, so it would be hard to and the communities. There’s pop, there’s rap, there’s everything.
forget about me. I’m just trying to stay popular and do the same There is also the darker, street side to Pittsburgh, but I just choose
thing over and over. I think that consistency kind of makes what not to elaborate on that. What I bring is more fun and positive—an
I do gravitate towards becoming a movement. Honestly, I’m just outside, worldly feel. But being from Pittsburgh, you have room to
consumed by the work. Everyday, I’m trying to come up with new make up your own sound. People don’t have expectations. We’re
stuff and do new things. I don’t take time off. I’m always recording not as East Coast in Pittsburgh as people are in Philly, so our vibe
and working on my brand beyond just the music. I just try to is just a little bit different. We’re a little bit more country, more
keep that connection to normalcy. I never want to lose that, being Midwest in general. We have a different way about us when it
normal. People connect with me just as a cool, around-the-way comes down to music. The beats are really melodic and musical,
type of guy. I never want to confuse people or go over their heads. but they’re still really heavy. They just ride out, almost like down
South mixed with West Coast.
TO GET TO WHERE YOU ARE NOW, WHAT DID YOU DO DIFFERENTLY, THAT OTHER
RAPPERS OR ROCK STARS DID NOT? By summer of 2014, Latitude had gone public, and Aaron Riley, left, was a paper
millionaire. But when he tried to cash out some of those shares, “I realized
From the outside, people can really see the differences, but I my stock was restricted and couldn’t sell without approval from Brent,” who
wasn’t really focusing on doing anything completely different— repeatedly asked Riley to wait.
or doing anything absolutely better than everybody. I was just
concerned with doing things how I felt like they were supposed to
be done. That was really just about getting the people to know me
for me. My fans grew to a point where they trust me—where they
know that if they come to a show, or they download a mixtape, or
if they do anything that involves me, it’s going to be at a certain

20 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

That name was given to me by my granddad. In
the Muslim religion, khalifa means “spread the
word.” It’s about the word, the message, and the
impact that I’m having on people’s lives.

ONE OF MY FAVORITE LYRICS ON ROLLING PAPERS IS “EVERY DAY IS A HOLIDAY, DO YOU SEE YOURSELF AS A REBEL?
SO WE CELEBRATE IT.” YOU’RE 31, WHEN A LOT OF PEOPLE ARE JUST BEGINNING
THEIR LIVES. WHAT ARE SOME OF THE MILESTONES THAT JUST MADE YOU LOOK You could say that, but there are connotations that come with that
BACK AND SAY, “OH, SHIT. THIS IS MY LIFE?” word, rebel. When you think about a rebel, you think about people
who are going against things. I don’t really go against anything;
Seeing the whole thing from movies and TV and then really living I just do exactly whatever the fuck I want to do. I just do what’s
that out—and it being my thing—has been pretty incredible. Now, natural, and go for it, and deal with it later.
I’ve got the tour bus, production managers. I’ve got staff. A lot of
that could be overwhelming for an artist who’s young. But I’m A LOT OF HIP-HOP ARTISTS USED TO SEEM AFRAID OF THE INTERNET, BUT WITH
really learning every day and just taking control of the situation. THE WAY YOU’VE USED IT, I FEEL LIKE I KNOW WHERE YOU ARE ALL THE TIME, THAT
Where I had it all locked down on the underground level, now I’m I’M IN YOUR WORLD. HOW DO YOU THINK IT HAS IMPACTED YOUR CAREER?
doing the same at the industry level, which is pretty exciting.
[coughs] Well, anybody who cannot embrace the power of
TELL ME ABOUT YOUR TATTOOS. Internet is just limiting themselves. I just had to make it work for
me. Before my album came out, when I was releasing the whole
I started getting tattoos when I was, like, 16—that’s when I got my mixtape project online, I would just do songs or concepts and put
first one. My mom actually took me to go get it. I got it on my left them out there to the point where people eventually got to know
arm. It’s the name of the first rap group that I was in. me, or know what to expect from me and my personality. They
know that I smoke weed and like a laugh and have fun and jump
WHAT WAS THAT GROUP CALLED? around and make up words and stuff. People can get all that about
you now, whereas, back in the day, they just got the album, and
I never say the name. It’s more of a personal thing, like my family. videos, and then you might see some behind-the-scenes footage
But even before I got my first tattoo—since I was young—I knew if you were lucky, but that was it. So the Internet did let me bring
that I wanted to be covered. I just plotted out what I felt and put it people into my world—and for free, so that when it came time to
on my body to sort of tell my story. support what I’m doing and pay for it, they wanted to. They’re not
being forced to support it; they want to support it. The main thing
SO YOU’VE TURNED YOUR SKIN INTO A DIARY. is keeping it all in your hands. I’m as involved now in everything
I do as I’ve been since day one. I mean, I used to make all these
Yeah, all my trials and tribulations. I still leave little places and videos on my own, and I don’t make them by myself anymore but
spaces to add stuff. I want to be getting tattoos forever. I don’t I’m sitting here right now with my camera guy, who is making a
want to run out of space while I’m young. I just really want my day-to-day thing of me on tour that we’re gonna put up at night.
tattoos to be meaningful. Every one is spiritual—the names So, you know, you gotta keep it movin’.
of people that I either come in contact with or have lost. They’re
all important in their own way. Read more with Wiz Khalifa INTERVIEW PODCAST
at POSTINDUSTRIAL.COM
YOU GOT YOUR STAGE NAME TATTOOED ON YOUR 17TH BIRTHDAY. WHAT WAS THE
SIGNIFICANCE OF THAT EVENT?

That name was given to me by my granddad. In the Muslim
religion, khalifa means “spread the word.” It’s about the word, the
message, and the impact that I’m having on people’s lives.

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POSTINDUSTRIAL: FEATURE Simply the best investigative journalism and narrative storytelling in the country, MORE ONLINE AT
about issues and people relevant to the Rust Belt and Greater Appalachia. POSTINDUSTRIAL.COM

P/I FEATURES are simply the best journalism
and narrative storytelling in the country, about
issues and people relevant to the region.

at Philadelphia’s Weirdest
Restaurant, An Alleged
White-Collar Criminal
Plots a Comeback

~

BY ADAM ERACE // PHOTOGRAPHY BY BILL FRAKES

24 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

25POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

By summer of 2014, Latitude had gone public, and Aaron Riley, right, was a paper
millionaire. But when he tried to cash out some of those shares, “I realized my
stock was restricted and couldn’t sell without approval from Brent...,” far right.

Ninety thousand to make half
a million—who wouldn’t take
that deal?

Aaron Riley did in January 2014, when the 23-year-old The lawsuits were not far behind, more than 50 from ex-
entrepreneur from Jacksonville, Florida signed over his white employees and investors, alleging fraud and malfeasance—that
Aston Martin DB9 to his next-door neighbor, Brent Brown. In Brown was using Latitude capital to fund a lavish lifestyle of
exchange, Brown offered stock in Latitude 360, his humongous luxury cars, expensive watches and a $10,000-a-month condo in
and rapidly expanding entertainment hydra halfway between Manhattan. In freelance crime journalist Matt Stroud’s September
downtown Jacksonville and Twelve Mile Swamp. “They were going 2016 BuzzFeed profile of Brown, one source called the former
public that spring…at $3 a share,” Riley says. “Based on what Latitude CEO “a mini Bernie Madoff.”
[Brown] told me, it was $450,000 worth of stock, and I just had to
wait four to five months to sell.” This past August, Allegheny County brought charges: one
count of theft of services and 33 counts of writing bad checks.
It looked good on paper. Brown was a respected, 40-under-40 After continuances in September and November, Brown’s
rising star in the north Florida business community, and Latitude preliminary trial is finally scheduled for the end of January.
was busy, with customers lining up to dine, drink, dance, bowl, In the run up to the trial, Brown has been spending time in
play arcade games, attend comedy shows and watch first-run Pennsylvania—but not in Pittsburgh, the seat of Allegheny County.
movies in the 50,000-square-foot highway arena. It was an all- Instead he was in Philly, in a rented Main Line mansion. What’s he
in-one destination that had Brown—and more than 500 investors been doing there?
like Riley—feeling bullish. In a July 2014 interview, Brown said, “I
think we’ll be a big American brand one day.” “Brent talked to me repeatedly about a new idea that he had,”
says Stroud, who spent a week in Jacksonville with Brown for his
By summer of 2014, Latitude had gone public, and Riley was story, “and how this was going to completely dwarf anything they
a paper millionaire. But when he tried to cash out some of those had done with Latitude and was going to be a huge success, just
shares, “I realized my stock was restricted and couldn’t sell you wait.”
without approval from Brent,” who repeatedly asked Riley to wait,
promising a big deal that would put the company in the black was In Fishtown, that plan appears to be underway, with multiple
just around the corner. (Brown denies this account.) A year later, sources naming Brown the puppeteer behind Mad Rex and its
the stocks were valued at less than penny each. Latitude closed in forthcoming sibling, Urban EEL, on Frankford Avenue. Brown still
Jacksonville and Indianapolis. Pittsburgh followed in March. has aspirations of creating a big American brand. If he’s doing it in
Philadelphia, Philadelphians have a right to know.

26 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

This image may not be used for any publication, strictly for internal use by Matt Stroud in ThiTshiims iamgaegmeamyanyont obtebueseudsefodrfoarnaynpyupbulicbalitciaotnio, snt,rsicttrliyctfloyrfoinrtienrtnearnl uasleusbeybMyaMttaSttrSoturdouind in
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NO OFFICIAL INVOLVEMENT or pitching the health benefits of the Speaking through a publicist, Brent
The 1920s mansion on Kelnepa VitaChef, an impressive looking Crock Pot Brown dismisses these connections as
situation he invented in 2009, on YouTube. coincidental, circumstantial. He denies
Drive backs up to the St. John River any relationship with Tuscan River
in Jacksonville’s ritzy Miramar Tuscan River Estate has had several Estate—his name is listed on property
neighborhood. Its green terracotta tiled different owners in recent years, among records—and with the Philadelphia
roof shelters four bedrooms, four baths, them Brent Brown and his wife, Antonia restaurants. “I know the owners of Mad
two half-baths, a steam room, dining Zambrano Brown, and a series of shell Rex and Urban EEL. I have no official
room with coffered wood beam ceilings, companies that link back to one another involvement in the restaurants.”
kitchen with a cast-iron AGA stove, and to the Browns, like a set of Russian
living room lined in arched windows nesting dolls. CLS Management LP sold Johnigean, his voice rising during a
overlooking the pool and, according the the home to Tuscan River Estate LLC phone interview, backs Brown’s statement:
website advertising it for rent, over a in June. The deed is singed by Pavel “Brent Brown has nothing to do with any
million dollars in Tuscan antiques. Rathousky, a Czech-born a Florida roofer, of this. He doesn’t have a salary, he doesn’t
real estate investor, former Latitude 360 have stock, he’s not a part of any of my
Michael Johnigean manages the rental shareholder (nearly one million shares, companies. It’s all fake news.”
of the Tuscan River Estate when he’s not according to SEC filings) and a current
managing press and personnel for Mad partner in Mad Rex and Urban EEL. And …BUT THE EMAILS
Rex, Philadelphia’s silly post-apocalyptic Rathousky is not the only character in On November 20th, Brent Brown
restaurant, and its forthcoming sibling Brown’s orbit to surface in Philadelphia.
Urban EEL. One of several investors Dennis Hopper held several positions at ordered glassware, chafing dishes, check
comprising the ownership group Latitude Pittsburgh and is currently Mad presenters, a pair of patio heaters and
backing the restaurants, Johnigean Rex’s Director of Operations. His LinkedIn winter uniform samples. “Let me know if
has inadvertently become the face of page says he’s “Helping to develope [sic] I’m missing anything,” he wrote to eight
the business. The Jacksonville native is and concept a new consulting company Mad Rex employees in an email, one in
certainly comfortable around a camera, and its 2 start up restaurants and then more than 20 emails made available to
whether selling luxury real estate, looking to help expand into 4.” Postindustrial that come from, mention or
producing alien-encounter documentaries CC Brown.

27POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

“If someone asks
you about Brent,
we’re supposed to
say, ‘Brent who?”

In the first month Mad Rex was included a media contact clause—this is company. Early on, Brown’s position was
open, Brown used a personal company the only part of the six-page document nebulous. Nobody on staff really knew
email, [email protected], then in emphasized in red print—forbidding who was running the show—Johnigean?
late November, switched to the generic staff from “answering any questions Hopper? The random partners passing
[email protected], and directed concerning the company under any through the restaurant? “I didn’t know
staff in an email to begin sending any circumstances.” who Brent was in the hierarchy,” said
management correspondence and the former employee, who interviewed
closing notes to the latter. This was part To wit: “If word gets out I’m talking to with Brown while being considered for a
of a concerted effort to keep Brown’s a reporter even if it’s just a simple follow promotion. “When I got the actual offer
fingerprints—digital and otherwise—off up they’ll start fucking with me,” a former from Hopper, that’s when it was really
official company records. employee texted me on Christmas Eve. spelled out for me. [Hopper said], ‘That’s
Sounds dramatic, but senior management who’s hiring you.’”
There had already been a couple at Mad Rex—apparently taking cues
sloppy slips. Brown’s wife’s name was from the West Wing—engineered an Rumors about Brown and the Latitude
used to sign the April 2016 Certificate of atmosphere of suspicion and censure. case began circulating among the staff
Formation for Rex Gryphon LLC, and a Speaking on background, that source told like flies around a Maraschino caddy.
credit memo for custom furniture outlines me Brown was paranoid about a leak. One popular manager’s resignation email
a partial refund “for the 15 Tables that mentions, “Half my staff has come to me
Brent Brown ordered and received…for the Other efforts to shield Brown’s questioning and worried about [Latitude
Mad Rex Restaurant in Philadelphia, PA.” identity were more overt. Directed by 360]. Hence why some have literally just
Dennis Hopper, another former Mad stopped showing up. Even with proper
Senior management made Mad Rex Rex employee, speaking on condition of explanation, it’s a scary thing to see
employees complicit in the charade. The anonymity, explains the official company posted all around Philly.”
employee handbook, which Postindustrial policy conveyed to staff: “If someone asks
reviewed and every Mad Rex employee had you about Brent, we’re supposed to say, Brown offered this proper explanation
to sign, makes specific mention of what do ‘Brent who?’” to multiple employees. “He said he would
to if subpoenaed (“contact the Home Office love the opportunity to sit down in private
immediately”), while a confidentiality That former employee is one of and explain what Latitude was about so we
agreement, distributed in mid-December, three former associates of Mad Rex who don’t get the wrong idea.”
confirmed Brown’s involvement in the

28 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

Rumors about Brown and Latitude began circulating
among the staff like flies around a Maraschino caddy.
One popular manager’s resignation email mentions,
“Half my staff has come to me questioning and
worried about [Latitude 360].”

DESIGNS ON PHILLY Brown claims the meeting in question populate your Instagram feed and your
Brown had designs on Philly long was not about a new business but about nightmares. Right now, there’s little
future Latitude locations, but shortly more in the space than a concrete floor
before Mad Rex and Urban EEL. Aaron after, a Fundable page (since disabled) “dropping two feet down to bedrock,”
Riley, the Latitude investor, says Philly appeared online seeking investors for Mad according to a former employee.
was on the list of expansion cities, a claim Rex, with Dennis Hopper listed among
backed up by an October 2015 Foreign the partners. It’s hard to understand why Urban EEL is like Latitude Lite,
Registration Statement filed with the City he would want to work for or with Brown a scaled-down version of Brown’s
of Philadelphia. The form shows a Latitude again, after being burned by the closing of brainchild with HD sports screens,
360 Penn, LLC registering a business at Latitude in Pittsburgh. virtual driving ranges, cigar and
1000 Frankford Avenue—the same address sushi bars. Winter is still the company
that houses Mad Rex and Urban EEL. When asked for comment, Hopper line for the debut, but lack of capital
On November 10, 2015, the Philadelphia referred Postindustrial to Johnigean. Matt may prevent its opening altogether,
Inquirer reported a branch of Latitude Stroud, who has interviewed Hopper, according to a former employee Y.
360 would open at 1000 Frankford Avenue. offers a theory: “One of the ways Brent “[Senior management] said there are not
Within three months, Latitude was out operates is he will string people along—a enough investors to afford [Urban EEL].”
of business and expansion plans were on little bit of money here, a little bit of
indefinite hold. money there. Dennis has done a lot of From the beginning, Mad Rex has
work in hotels, where you’re going to get had trouble sustaining payroll, with
Or were they? paid $30,000, $40,000 a year, and Brent senior management putting pressure on
In early May 0f 2016, Brown met with a Brown is waiving six figures in front of junior management to cut staff hours.
group of new partners in Pittsburgh. “One your nose. I imagine he said, ‘What the Checks bounced “consistently,” says
investor can’t save [Latitude],” he tells fuck, why not?’’ a former employee, to the point that
Matt Stroud in a recorded interview. “It employees were encouraged to cash
has to be a group that can take it into the ANOTHER LATITUDE 360 their checks at a nearby check-cashing
future, a credit tenant so we can get good When it opens later this year, Urban joint instead of going to a traditional
leases done. I can’t go out and raise money bank, where questions would be asked.
from one investor at a time—that’s the EEL will feature a 5,000-gallon saltwater “For a new restaurant, the numbers
business model that didn’t work.” fishtank of grinning Moray eels, ready to were exceedingly grim.”

29POSTINDUSTRIAL.COM // NOT FOR DISTRIBUTION |

“The media has made the
brand toxic... The last thing
they want is to get inundated
with calls from the media.”

Despite this, there were efforts to paint “Is [it] from the DOJ,” the investor asks because, “The last thing they want is to get
a different picture in daily sales digests. in a text conversation made available to inundated with calls [from the] media.”
The direction was to make them “all pros, Postindustrial. Blair replies, “DOJ.”
no cons, paint the right picture,” says The confidentiality agreement didn’t
a former employee. “They should be as Blair called the investor. stop the word from getting out, and the
optimistic as possible as will they will be Blair, who declined to comment for media started calling. When asked about
disseminated to investors in the future.” this story, fired Brent in 2011 for failure to the documents typing Brown to Mad Rex,
pay him for doing his taxes, according to Johnigean deflects, insisting on gratitude
Positive Yelp reviews were another an investor, speaking on background. The instead of scrutiny: “Somebody like me
way Brown & Co. planned to court future Department of Justice did not respond to coming to Philadelphia to invest a lot of
investors. Employees were incentivized to request for comment. money, a lot of time to grow a new brand
obtain positive reviews from customers, The Department of Justice doesn’t here, where I’m supporting Philadelphia
who in turn were incentivized with free have a reputation for swiftness, but it and all the employees, bringing in tax
drink tokens. I experienced this first-hand may actually pass the Allegheny County revenue, to sit here and try and bash me—
during a November visit to Mad Rex, when prosecutor’s office. Brown’s preliminary that’s not right.”
a manager passing my table asked me to hearing was delayed for six months before
write a five-star Yelp or Google review. Brown came up with the money he owed That’s one way to look at it. Employees
his employees, causing the charges to be at Latitude Pittsburgh probably felt
“Quality was not the focus, and withdrawn. grateful, too, before their paychecks
nobody seemed to care about financials,” It’s important to note Brown’s bounced. Same for the investors,
says a former employee. “The focus was orchestration of a Latitude comeback isn’t accounts swollen with stocks that turned
smoothing things over with guests and illegal, only despicable. Latitude owes out to be as valuable as Monopoly money.
getting Yelp reviews, because Yelp review millions to former investors, but as of “[Brown] and his compatriots did a lot of
would be how we’d procure more investors, right now Brown is not personally on the work to take a lot of money from a lot of
which would allow the company to grow.” hook for any of it, and LLC protections people and guaranteed them unbelievable
block anyone from seeking damages from returns,” says Stroud. “The basis of
BACK WHERE BROWN STARTED Mad Rex or Urban EEL—even if Brown’s whatever Mad Rex is, is a really corrupt
A couple weeks before Brown was involvement was a publicized fact. organization.”
It’s obvious why they don’t want it to
scheduled to stand trial, Landen Blair was be a publicized fact. “The media has made One primed, like Latitude, for
mulling over a problematic piece of mail. the brand toxic,” Brown tells Stroud, but expansion. “We want to grow both [Mad
The accountant had received a subpoena the truth is Brown made the brand toxic. Rex and Urban EEL],” says Johnigean. “We
for documents pertaining to Brown, his So toxic in fact, his potential Pittsburgh want to perfect the first two locations,
former client. He texted one of his current partners made him sign a confidentiality get to where we feel comfortable, then
clients, a former Latitude investor who lost agreement ahead of their 2016 meeting branch out.” The only question is whether
more than a million dollars, to share the Brent Brown will be watching from home
news. or the inside of a white-collar prison.

30 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

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POSTINDUSTRIAL: FACES IN THE WILD Interviews with people living in the Rust Belt or Greater Appalachia — the kind of MORE ONLINE AT
people you might see in a coffeeshop and not realize they are who they are. POSTINDUSTRIAL.COM

FACES IN THE WILD interviews an engagingPITTSBURGH, PENNSYLVANIA
person in the region — the kind of person you

Alejandromight see and not realize they are who they are.
Villanueva

A Real, Honest-to-Goodness, No

Exaggeration, Full-On Hero in the NFL.

~

BY CARMEN GENTILE // PHOTOGRAPHY BY MIKAEL JANSSON

PERSONAL Yes, it’s still possible. After three for the lives of dozens of young men During his first deployment
Born: Sept. 22, 1988 deployments to Afghanistan, the under his command. to Afghanistan, Villanueva had
Meridian, Mississippi rigors of a pro football workout are his toughness tested early and
a ‘cakewalk’ for a Steelers offensive It’s a far cry from where he often. Then a young lieutenant
Height: 6 ft 9 in lineman finds himself now, a member of the with conventional forces in the
Weight: 320 lb Steelers practice squad hoping to Army’s 10th Mountain Division, he
But for Alejandro Villanueva, hang on long enough to one day recalls some of the details of his
EDUCATION an Army Ranger with three make the active roster. darkest days in combat. Earlier in
High School: deployments to Afghanistan under the deployment one of his fellow
SHAPE American HS his belt, the rigors of professional Pittsburgh is the second stop soldiers stepped on an improvised
(Casteau, Belgium) football are “cakewalk” compared on Villanueva’s quest to make it in explosive device, sheering off both
College: Army to what he endured as a soldier in the NFL since leaving active duty of his legs. Villanueva was tasked
an elite unit tasked with taking earlier this year. He attended the with carrying the severed limbs
NFL down the Taliban. Philadelphia Eagles’ training camp back to base.
Philadelphia Eagles this summer, but didn’t make the
“I’m working out way less now,” team. When the Steelers signed him The summer of 2011 in southern
2014 says the 26-year-old Villanueva, to the practice the squad in August, Afghanistan’s Kandahar Province,
Pittsburgh Steelers between on-field practice and his dreams of playing professional the birthplace of the Taliban,
film study during a recent day of football were given new life. Though proved to be one of the most
2014–present training at the Pittsburgh Steelers it’s been five years since his playing difficult for US forces since the
practice facility. days at West Point, he’s determined Obama administration had ordered
MILITARY to make it in the NFL. a troop surge two years earlier.
Branch US Army In Afghanistan, he would hit
the gym two or three times a day The uncertainty that plagues Villanueva and his men’s
2010–present between missions, slimming his most undrafted rookies trying mission was among the hardest.
Rank: Captain massive 6’9” frame to a sleek 265 to realize their gridiron dreams They were tasked with stabilizing
Unit: 1st Battalion, lbs. He says dropping weight added doesn’t appear to rile Villanueva. Kandahar’s Zharay District, the
75th Ranger Regiment during his playing days at West Years of combat experience and one-time home of Taliban supreme
2nd Battalion, Point was essential to keeping leadership skills literally honed leader Mullah Omar, making it the
87th Infantry up with his smaller compatriots under fire make him far and away most contentious area in one of
during long, grueling patrols in the a more mature player than most the most dangerous corners of the
Regiment, mountains of eastern Afghanistan. entering the NFL. country.
10th Mountain
“I was sucking wind in the “It’s easier for me to put things During one mission, he and
Division mountains,” he says laughing at his into perspective,” said Villanueva his men were trying to seize
Deployments: recollections of the arduous climbs while comparing his time in control of a small mud-brick
at altitude with more than 100lbs. Afghanistan to his present stint in building Taliban fighters were
Afghanistan of body armor and other gear Pittsburgh, where he hopes to make using for shelter. Suddenly his
Awards: Bronze Star strapped to his body. a long-term home for he and his platoon was ambushed, taking
wife, Madelyn. “Having that mental heavy fire. “Three guys popped
As a captain, Villanueva was toughness to maintain the path (to out from around the corner and
often in the lead on these Ranger- an active NFL roster) is essential started spraying us (with gunfire),”
led missions - the specifics of because there is still that fear of Villanueva recalls with the calm.
which are strictly classified by the failing.”
military - making him responsible

32 | POSTINDUSTRIAL: BETTER COMMUNITY, BETTER SELF.

WE ARE POSTINDUSTRIAL
~
Forget ‘the Rust Belt.’ Forget ‘the Midwest.’
The real name — the real idea — has been staring
us right in the face all this time.

Is Pittsburgh in the Midwest? Is there really a questions about Pittsburgh’s unemployment rate, “Midwest.” We are not Appalachian or rural or
Rust Belt? If so, where does it begin? And where does or whether I felt safe reporting in West Virginia. I “white working class.”
Appalachia end? fielded questions from people I didn’t know, asking:
Is it really as bad as it sounds there? WE ARE POSTINDUSTRIAL
These are questions you hear in cities like We are adventurers and doers. We hunger for
Pittsburgh, Detroit, and Cleveland. No, it isn’t.
I’ve reported on my share of murder and knowledge and experience. We thrive on improving
The questions miss the point. These cities should mayhem, governmental malfeasance, and fraud. ourselves, our homes, and the environments
be defined by the people who live there — not where I’ve reported on drugs and prisons and crime and around us. We are America’s explorers, working
they sit geographically, or how much rust they may vice. So I have no qualms about discussing bad hard, making our lives and the lives around us
contain. things when I see them. But I’m more inclined to better.
point out all of the good things — and fascinating
LET ME EXPLAIN people — that seem to be everywhere I look in the You can tell I’m very much into this idea.
My name is Matt Stroud. I’m a 36-year-old region.
To me, these cities are not defined by where they AND I’M NOT ALONE
journalist, husband, and father of three. Though sit on mountain ranges or in proximity to the Great That’s why a group of journalists and myself
most of my reporting over the last 15 years or so has Lakes. These cities are, instead, defined by the
been done for newspapers, websites, and magazines people choosing to live here — and why. are creating a media outlet that covers the
based in New York City or Washington, D.C., I live in postindustrial region — not with stereotypes,
Pittsburgh by choice. Here, I can afford to do the kind but with depth. Not with vague allusions to steel

We are not “the Rust Belt.” We are not “the Midwest.” We
are not “Appalachian” or “rural or “white working-class.”

of reporting I want to do, as well as own a home and Everywhere you look in cities like Pittsburgh and coal, but with specific stories of the people
have the freedom to spend time with my kids and my and Detroit, Cleveland and Columbus, and even as who live there, the successes they’ve had, and the
wife, who has a stable job here. far south as Nashville and Birmingham, you find challenges they’ve faced.
ambitious people pursuing myriad entrepreneurial
Up until 2016, living here seemed like a logical life ideas, careers, and hobbies. When you ask them FIND OUT MORE
decision. After that, it began to feel like a kind of overt why they’ve decided to live there, invariably the Look for tens of thousands of magazines like
political act. answer is some variation of, I want the freedom
to do what I like — without having to pay the this one to materialize in cities like yours. Stay
You know the story: In 2016, national politicos excessively high cost of living in a megacity. tuned to postindustrial.com — and subscribe
focused on the amorphous region of the Upper to our weekly newsletter.
Midwest and Greater Appalachia — on cities like And it makes sense that cities like these —
Pittsburgh, Cleveland, and Detroit, and on towns which used to be hubs for major manufacturing You’ll be glad you did.
throughout West Virginia, Kentucky, Illinois, and industries — would act as magnets for ambitious MATT STROUD, Editor-In-Chief
Indiana. All sides of the mainstream political system people. Because industries have largely faded
made a huge deal about the people here — and not in a in these cities, they have robust infrastructures
flattering way. that aren’t being used at capacity. They have
historic homes with good bones that are ripe for
If you watched the weekend political talk shows or restoration. And because people stay or move here
went to rallies in 2016, you heard about “forgotten” to take advantage of these urban foundational
steel workers and coal miners. You heard about Rust gems, they’re filled with people clamoring to work
Belt revenge. You heard about opioid addiction and together.
pill mills. You heard about the plight of the “white
working class,” and decimated manufacturing towns, These cities — and the people, like me, who
and the decline of rural America. live in them — aren’t of the “Rust Belt.” We are not

When I traveled outside the region, I’d get

postindustrial.com