I think that the most important thing is that you have to pronounce Peter Millar in an RP British accent.
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A RuPaul British accent would make anything sound cooler.
(I know what received pronunciation is, but I won’t let that stop me from making my usual dumb jokes.)
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I wonder if a hotel might work here, especially given that Peter Millar is getting into partnerships with Omni. Maybe another brand would like their touch too? Plus you could add a residential component that could be exclusively designed by the company for added benefit. Could really leverage the proximity to Pinehurst as a good place for second homes for the golfers.
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Now just imagine if we had a train running regularly to Pinehurst/Southern Pines!! A block walk from the Millar @ Har/Har and their bespoke hotel!! Or maybe bespoke golf carts to pick them up!
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It’s walkable to the convention center, and not a bad idea. 
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