Joel Burgess

jburgess@citizen-times.com

A nasty political fight only punctuated the collapse of any hope for a deal.

But even putting the public political battle aside, Buncombe County from the start had faced a tough opponent in a bid to win a new East Coast outpost of Deschutes Brewery. The expansion would represent one of the county’s biggest economic deals in decades.

At stake was a potential $135 million-$200 million brewing facility and up to 237 jobs, according to figures from the Economic Development Coalition for Asheville-Buncombe County and other documents obtained by the Citizen-Times.

To lure the Bend, Oregon, company — the sixth largest U.S. craft brewery — Buncombe and its main competitor, Roanoke, Virginia, were together offering up to $25 million in taxpayer funded incentives. Money was coming from places ranging from the city of Asheville to Virginia special economic funds, according to a comparison compiled by the Citizen-Times.

Then there were the “intangibles,” as Virginia Secretary of Agriculture Todd Haymore called them. Virginia was putting up a united political and public front — and Deschutes' coveted being a change agent in a community that had not already developed into a beer and tourism mecca.

Those intangibles also included a 246-mile beer run ordered at 7 a.m. by Virginia Gov. Terry McAuliffe and the discovery that Haymore and Deschutes President Michael LaLonde were fellow “Deadheads.”

The agriculture secretary said a key moment in the one-on-one deal-making happened as a recording of the Grateful Dead played over the speakers in the governor’s mansion in Richmond.

It isn't that officials in Buncombe County didn't try. Efforts included a visit to the brewery's headquarters and hosting seven visits by Deschutes representatives in North Carolina.

In one of those, brewery officials were flown in a state helicopter and invited by Gov. Pat McCrory to the Governor's Western Residence in Asheville.

To get a better understanding of what exactly happened in efforts to win a deal — and whether politics doomed efforts — the Citizen-Times interviewed more than a dozen officials and looked at more than 50 emails, letters, contracts and other documents obtained by public records requests in North Carolina and Virginia.

One group, EDC, declined to supply requested documents, saying the organization did not fall under state public records law, though some of its workings are shown in county documents or in statements and an interview with the organization's director Ben Teague after the fact.

Deschutes President LaLonde did not respond to an email and phone call asking for an interview. Officials with the state commerce department also did not answer questions in time for the story.

The documents and interviews helped pull back the curtain on the behind-the-scenes world of economic development and showed just what Buncombe County was up against and how hard it had to fight for a deal that in the end proved fruitless.

Bitter loss

Roanoke’s courtship of Deschutes started with a loss.

In 2012, California beer maker Sierra Nevada picked Mills River in Henderson County over the southwestern Virginia city. Buncombe, too, got passed over. But officials here considered it a win since the brewery was spitting distance from the county line and close enough for Asheville commuters.

Roanoke had also been given a pass by Stone Brewing, which went to Richmond. The city now was nearly obsessed with hooking a big craft brewery.

The beer culture fit well with what the outdoors tourism officials were trying to promote, said that city’s economic development director, Wayne Bowers.

“We’re on the Appalachian Trail. And the Blue Ridge Parkway comes right through town,” Bowers said.

Orders for the Virginia campaign came right from the top, with the state’s highest elected officials beating down the doors of porter and IPA makers around the West.

“Gov. McAuliffe has made one of my priorities as secretary the growth of homegrown craft beer in Virginia,” said agricultural secretary Haymore. “Because you have to have great agricultural products to make these craft beers.”

After the Sierra Nevada loss, with little pause, Roanoke and Virginia officials say they turned their sights on the Deschutes. Later that same year, they called the company. That was followed by a visit by the Roanoke Regional Partnership and the Virginia Economic Development Partnership to the Great American Beer Festival in Colorado, where they met with Deschutes founder Gary Fish.

Got a piece of land?

That kind of early contact would give Roanoke a two-year head start. But Buncombe officials responded quickly.

It’s not clear when competitors got a whiff of each other. But certainly they all knew early on that Deschutes would be looking in different places. In South Carolina, Greenville and Charleston also were in the running. In all, Deschutes would look at more than 100 possible factory sites before announcing a decision one month ago.

Buncombe leaders first heard of the potential for a brewery Feb. 5, 2014, according to Teague.

Austin Consulting said their client was looking to build a $97 million beer-making facility that would employ 70 people. That number would more than double over the course of the competition.

The EDC responded 12 days later with a 45-page proposal highlighting four sites. Those were: the Roberts Farm land south of Asheville on the west side of the French Broad River; Enka Commerce Park; land off Crayton Road in East Asheville; and Black Mountain Commerce Park.

Two top administrators, Asheville Economic Development Director Sam Powers and Buncombe Assistant County Manager Jon Creighton, then signed nondisclosure agreements, details of which are not known.

The site search in Roanoke began in March.

Four months after the February 2014 contact, Deschutes officials were on the ground in Buncombe for their first site visit. Showing up to shake hands were personnel from the city of Asheville, state officials, Duke Power, the Craft Beverage Institute, sewer system managers, the railroad, broadband suppliers and more.

Deschutes said Roberts Farm was the site to pursue. But only three months later, in September, the property was sold to a residential developer.

Two months later in November and one state to the north, McAuliffe brought Deschutes representatives to the governor’s mansion for dinner. It was the first of two events the brewers would attend at the home of that state’s top elected official. Later that month, Roanoke area officials would visit Deschutes at its headquarters.

Still interested

But even after the Roberts Farm sale, Deschutes came back, Teague said “because of strong continued interest of the company in the Asheville market.”

Development officials scrambled. It was a second chance at the type of deal that doesn’t happen often. By February the project scope would increase to a $135 million brewery and 132 jobs.

“There are very few projects across the nation as a whole that are $100 million plus,” Teague said in an interview after the Deschutes deal ended.

In January 2015, the EDC laid out a buffet of possibilities, some old, some new. They were the Crayton Road site, Black Mountain Commerce Park, Enka Commerce Park, the former Beacon Manufacturing site in Swannanoa, "newly listed" Black Mountain property, a Sweeten Creek site and a Bent Creek site.

Deschutes officials made a second site visit to Buncombe on Feb. 11, 2015, Teague said, and focused on two pieces of property: the one at Bent Creek and the tract off Crayton Road.

The company told Roanoke the same month that the Roanoke Centre for Industry and Technology was the best option in Virginia.

‘Beautiful,’ complicated property

Deschutes zeroed in on the Bent Creek property March 10, 2015, requesting a site plan “to demonstrate fit.”

The 137 acres is a “beautiful” piece of property, Buncombe Assistant Manager Creighton said in an interview this month, one of the last large undeveloped chunks of land on that side of the French Broad with views of the river.

Bordering the river on the southwest, the land is next to Interstate 26 and accessible by Ferry Road to the northeast.

But the property, owned by Henderson County, was also complicated and represented a tangled water deal that had resulted in nearly two decades of acrimony between Henderson and Asheville.

Asheville had traded it to Henderson in 1999 as part of a deal to build a Mills River water plant. Its planned use as a Henderson sewage treatment facility, however, turned out to be unworkable, leaving that county feeling short-changed by the swap. While it was owned by Henderson, the land remained part of the city of Asheville, a satellite annexation that didn’t border other parts of the municipality.

Henderson for years had been looking to recoup something from the deal and on March 11, 2015, a day after Deschutes had expressed interest, that county told the EDC they had an interested buyer.

While that party wanted to remain anonymous, it came out in subsequent documents that it was a charter school.

On March 13, 2015, LaLonde told officials that other competitors were out and Asheville was one of two finalists.

“According to their president this morning, we are one of two locations still under consideration,” County Manager Wanda Greene wrote in an email to the seven commissioners. “They would be ‘very disappointed’ if the property were no longer available.”

Greene also said the brewery would be expanded in a second phase to reach a total value of $200 million.

“This is bigger than New Belgium, Linamar or GE,” she said citing some notable county economic deals.

Quick sale

Commissioners held an emergency closed session March 17, 2015, to talk about whether to buy the land at a cost of $6.8 million.

Minutes of that meeting say little about the discussion, but subsequent arguments revealed in emails, interviews and public meetings showed how Democrats and Republicans split over the idea.

Four Democrats on the seven-member Board of Commissioners favored the purchase and said even if Deschutes did not decide to come, there were other good reasons to buy.

Because of legalities in the old water deal, Asheville would be giving Buncombe half the purchase price, money that could then be used toward building a police shooting range in Woodfin. If Deschutes didn’t come, the property could then be sold for a profit.

“If the company goes somewhere else, the county could keep the property that could be sold,” Chairman David Gantt said in an April 7, 2015, meeting. “The county gets money ($3.4 million) toward the public safety facility; the county resolves a decades-old dispute between Henderson and the city of Asheville.”

The board’s three Republicans said they didn’t like using taxpayer money to buy property for an economic deal that was still up in the air.

Commissioner Miranda DeBruhl said it raised the question as to whether the land would be given outright to Deschutes. Democrats and county managers said that was not part of the plan. But if that was true, DeBruhl said, then Deschutes should buy the property itself.

“I don’t agree with real estate speculation being carried out with taxpayer dollars. There are plenty of other areas where $7 million in taxpayer dollars could be spent,” she said in an interview this month. “Is a top priority to spend it in that manner? Or can we spend it in a better way? For schools, for instance, where we know exactly where the money is going and what we get.”

DeBruhl also said Democrats seemed concerned with controlling the property and preventing it from going to a non-industrial use, such as a residential development.

Democratic Vice Chairman Brownie Newman said that was to some extent true since industrial land is scarce in Buncombe.

“I truly did believe that Deschutes would be a better outcome than a subdivision,” Newman said.

Though Democrats held the majority, the argument continued to simmer, culminating in a very public blowup weeks later.

With the November 2016 election looming, political stakes were high. Four of the seven commissioners will be on the ballot, with Newman and DeBruhl competing for the chair’s position.

On March 24, 2015, Teague sent an email to county officials that said “the company is relieved to hear the land is still available… However, the company has expressed extreme concern over confidentiality and specifically media coverage.”

Commissioners made the purchase official with a 4-3 vote in an April 7, 2015, public meeting. Newman called it "one of the most significant" economic deals in several decades. The public, though, still didn't know what would go on this land, except that it involved an economic development deal that officials referred to as "Project Bravo."

At about that time, commissioners were also presented by the EDC with non-disclosure agreements, saying those that talked about the deal or details of the company's operations could face legal repercussions.

The Democrats signed them while all three Republicans declined.

A week later, Creighton and other officials went to Bend to talk to Deschutes personnel.

Ramping up



LaLonde made Deschutes’ interest in Asheville public in April 2015, saying in a Citizen-Times article that the company hoped to open an East Coast operation in 2019.

The next five months would represent a ramping up of behind-the-scenes and out-front recruitment efforts in North Carolina and Virginia. It would also show a frustration by Republicans who said they were tired of waiting for a decision and felt they were given little information.

In that time, Deschutes came to Asheville twice, meeting with Mayor Esther Manheimer and getting a state helicopter tour of the property. McCrory held a lunch for company representatives in the Western Residence on a ridge over downtown.

At that time, incentive possibilities were laid out.

No documents revealed a solid number, but a compilation by the Citizen-Times shows that Asheville and Buncombe combined could have offered $4.4 million-$6 million. Had the property been added that would make it up to $12.8 million.

Republican Commissioner Mike Fryar said giving the property to the company was the intention. In closed session, Democratic Commissioner Ellen Frost indicated that was true, and no one corrected her, Fryar said.

“Her words were we bought that land to draw them here,” he said.

But Frost denied that was the part of the deal.

“No. We don’t do that,” she said in an interview this month. “People never get property for free. There’s always some kind of incentive.”

Some money was also likely offered by the state, but commerce officials didn’t respond to requests for details on that or what McCrory’s involvement was.

In Virginia, incentives from the city, state and other places, would come in at $12 million including land. Deschutes' offer to that state included less investment and fewer jobs: $85 million and up to 108 positions. But pay was guaranteed to be higher at $44,928. With Asheville, Deschutes said in addition to the manufacturing jobs, there would be 83 hospitality positions with a brewpub and restaurant. With Roanoke there was discussion of opening a brewpub and restaurant, but a specific number of jobs wasn't given that city's economic development director said.

In May, that state’s agriculture secretary made an unannounced and quiet visit to Bend, not to meet with Deschutes, but to talk to residents about their opinions of the company.

The Virginia governor would come out himself in September to meet with the company. Deschutes, meanwhile, sent representatives to Roanoke three times from May-September, according to the Roanoke Times.

‘Fairytale’

In late September, DeBruhl and the three Republicans asked that a motion to sell the Bent Creek land be put on the commissioners meeting agenda.

That was done "over pleas from (Buncombe's) negotiating team,” Gantt said, for fear it could harm Asheville’s chances.

DeBruhl, meanwhile, took the fight to social media, tweeting at LaLonde on Oct. 5, asking if he would talk. She also emailed and called the brewery president.

LaLonde contacted DeBruhl shortly before the Oct. 6 commissioners meeting, leading her, she said, to pull the motion to sell the property.

LaLonde also sent an email to Greene just before the meeting in which he talked about his and DeBruhl’s conversation.

“She expressed concern that we have not yet made a decision,” the Deschutes president wrote. “I told her that our company continues to be very interested in that site but we are in the process of performing the final due diligence.”

DeBruhl later tweeted that she “got more done in 7 minutes this AM than was done in the last 7 months on not so ‘secret’ Ferry Rd. project.”

She also used her Twitter account to say she “confirmed this morning there was no company interested in closing a deal on Ferry Rd. property” when the county bought it. She added the hashtag “Fairytale.”

That interaction became the subject of a heated fight both before and after Deschutes made the decision. Critics said DeBruhl’s move was unorthodox and it was wrong for a single elected official to go around the entire board and county staff when negotiators were involved in a delicate deal.

Hurt the deal?

In a Nov. 20, 2015, email to the county manager, Teague wrote, “I fear the unexpected public discussion to sell the Bent Creek site in October, and subsequent social media comments by officials denigrating the company stood in contrast to the universal and orchestrated outpouring of support of our competition.”

About the same time as the October dustup in Buncombe, a Roanoke resident started a social media campaign “Deschutes2Roanoke” on Twitter and Facebook.

DeBruhl, though, pointed to media reports in which LaLonde would say the decision was based primarily on Deschutes desire to be in a place where the company could “make a difference.”

Newman said he thought Deschutes was just being polite.

“Having political leaders go on social media and call this company’s interest in our community a ‘fairy tale,’” had to do damage, the vice chairman said.

Closing the deal



LaLonde made the seventh and final Deschutes visit to Asheville on Oct. 23. There were no official meetings this time. Instead, he met with with local business leaders with whom he had made connections. Afterward Teague said he got calls from the locals that seemed to say Asheville might win after all.

“They were excited and confident about our opportunity to win the project” the EDC director said.

But less than a month later, on Nov. 5, the EDC got a phone call from Deschutes’ consultants saying they were focusing on Roanoke.

Local officials, though, said they didn’t give up hope, since there had been instances where a company had circled back. Creighton pointed to GF Linamar, a light-weight vehicle components maker, which just announced it would open a plant in Mills River.

“They said they were going to Georgia, but then they popped back up,” the assistant county manager said.

Virginia was doing its best to make sure that didn’t happen.

McAuliffe had invited LaLonde to the governor’s mansion for a Dec. 16 dinner and he wanted to wow him.

The governor had told his top staff “to bring our A game,” because he wanted to close the deal that night, Haymore said. That meant all details would be available and the agriculture secretary would talk about the increased hops and malt production they had helped create in the state.

That morning, Haymore said the phone rang at 7 a.m. and it was the governor.

“He said to me, ‘Todd, I want a keg of Deschutes beer in the mansion tonight.’”

Haymore knew that wasn’t likely since the beer was hardly sold anywhere in Virginia. But McAuliffe told him not to come back to work if he didn’t get the keg, and Haymore wasn’t sure the governor was joking.

He spent the rest of day on the phone calling old acquaintances in high places and striking out until he learned of a keg of Deschutes Mirror Pond Pale Ale in northern Virginia in a town called Sterling, 123 miles from Richmond. He was preparing for the drive when he realized a staff member was in Washington, D.C. and could bring it back.

The next item to be settled on was the music. Staff had learned that LaLonde was a Grateful Dead fan and they knew Haymore was one too, largely because he’d been constantly playing an expansive anniversary release by the band “30 Trips around the Sun" in his office.

Haymore set up the box set and let LaLonde that night pick the disc he wanted to play.

It was in the middle of one of the Dead’s most well-known tunes “Franklin’s Tower” that McAuliffe got the handshake from LaLonde that he wanted, Haymore said.

“The governor would have played elevator music – or electronic dance music if that’s what it would have taken,” he said.

Worth it?



With all the energy and money spent on bringing Deschutes to town, some questioned whether the effort was worth it.

Republican Commissioner Joe Belcher later would say that his problem with the arrangement was bigger than the land purchase.

Belcher said he was opposed to alcohol in general due to “a deep personal and religious conviction.”

But the retired manufactured home industry vice president also said he thought breweries wouldn’t provide the best returns. Instead the county should look to “advanced manufacturing,” he said.

One metric, he said, was jobs per acre, and Deschutes deal would mean about one position per acre, he pointed out.

“As someone that has analyzed markets for 30 years as part of my job, I believe that the industry, the craft beer industry in this area is not sustainable. You can reach a point of diminishing returns in any industry."

Fellow Republican Fryar, said he would have been happy for the brewery to come, but he doubted whether Asheville was ever really in the running.

“They didn’t need 137 acres. They have a place on 45 acres in Roanoke,” the commissioner said. “They did everything in the world to get to Roanoke.”

Frost said it would still have been better to have a guaranteed investment and job provider such as Deschutes.

“That’s better than pie in the sky,” the Democrat said.

As for Roanoke, where state and local taxpayers are set to give $12 million over several years in exchange for a factory that will generate $1.5 million in property taxes and 70 jobs, according to their contract but up to 108 by Deschutes projection, officials were exuberant.

“For one thing,” said economic development director Bowers, “It’s building a facility on a piece of property that is generating zero taxes for us now.”

Reporter Mike Cronin contributed to this story.

HOW WE DID THIS STORY



To tell the story of how Buncombe County lost in its bid to win an East Coast expansion of Deschutes Brewery, the Citizen-Times interviewed key players in North Carolina and Virginia while piecing together details found in more than 50 documents obtained through public records requests. Those include emails, letters and contracts from Buncombe County government officials. The Economic Development Coalition for Asheville- Buncombe County declined to release its emails and correspondences related to the effort. The coalition is overseen by a publicly appointed board and relies in part on government funding. The Citizen-Times based its requests on those facts. The newspaper’s requests were made after the end of negotiations and the announcement that Deschutes would build in Roanoke.



Tobias Weas, an attorney who is the EDC vice president of public policy, membership and legal affairs, said the EDC is a department of the Asheville Area Chamber of Commerce, which is not a public agency. The Citizen-Times is continuing efforts to obtain the documents in the interest of bringing transparency to a process that involves the performance of public officials and the potential for spending millions of dollars in public funding.



Different offers: $12M vs. $4M-$13M



Roanoke and Virginia offer: $11.6 million - $11.9 million; Buncombe County and Asheville offer: $4.4 million - $12.8 million.



Deschutes promised less investment to Roanoke and also fewer jobs, but offered higher wages to the Virginia city.



Asheville

Buncombe County/Asheville offer:

• $1,954,000 paid out over five years ($390,800 annually)

• County purchased $6.8 million property for potential Deschutes facility. Several Buncombe officials said the company would have leased, bought or made some other exchange for the land. At least one commissioner, though, said there was talk of giving the land to Deschutes.

• An Asheville incentives formula shows a payout ranging from $2.4 million over five years up to $4 million over seven years



Deschutes offer:

• $135 million - $200 million investment (Would generate $1.5 million in annual taxes — $815,400 in county taxes and $641,250 in Asheville taxes)

• 132-154 jobs added in seven years. For at least 132, average salaries projected to "well exceed" $36,486, plus insurance and an employee stock ownership plan

• 83 jobs in restaurant and brew pub with annual wages from $24,000 to $80,000.



Roanoke

Roanoke/ Economic Development Authority of Roanoke/ Virginia offer:

• Land worth $2.75 million with $3.05 million in road and utilities work ($650,000 may be paid by state. Also applying for a federal economic development grant of $1.5 million.) and a $1 million greenway extension

• $140,000 from an Enterprise Zone rebate program

• $200,000 given up front with a clawback if goals not met.

• $25,000 enterprise employment grant paid if Deschutes hires and keeps Roanoke residents for a year.

• Estimated $1.4 million performance agreement rebate on 50 percent of machine and tool taxes for four years.

• $40,000 in other improvements, including power line changes and street signs

• From Virginia, $3 million (Grant that passed through Roanoke and the EDA)

• Another possible state grant of $250,000



Deschutes offer:

• $55 million - $95 million investment (Would generate $1.5 million in taxes in 2021, stepping down over four years. By 2025 it would be $841,305.)

• 70-108 jobs by 2021 paying average of $44,928

• Anticipated additional 46 jobs by 2025 with no pay guarantee

Timeline



January 2012 - Mills River beats out Roanoke, Virginia, as site for Sierra Nevada's east coast brewery.



October, 2012 - Roanoke area and Virginia economic development officials meet with Deschutes founder and president in Colorado, according to Roanoke Times.



February 2014 - Asheville area economic development officials learn of brewery's interest in a local facility, according to Ben Teague, director of Economic Development Coalition for Asheville-Buncombe County. Project scope: $97 million investment and 70 manufacturing jobs. Respond with 45-page proposal highlighting four sites Crayton Road, Black Mountain Commerce Park, Roberts Farm.



June 4, 2014 - Deschutes representatives make first of seven site visits to Buncombe County.



November 2014 - Virginia Gov. Terry McAuliffe hosts Deschutes officials at governor's mansion in Richmond. Later that month, Roanoke area officials visit Deschutes headquarters in Bend, Oregon.



January 2015 - Deschutes makes contact again with EDC because of "strong interest" in Asheville market, Teague says. EDC offers more sites: Crayton Road, Black Mountain Commerce Park, Enka Commerce Park, former Beacon Mills site,"newly listed" Black Mountain property, Sweeten Creek site and Bent Creek site.



Feb. 11, 2015 - Second Deschutes visit to Buncombe. Looking at two sites: Crayton Road and Bent Creek. Project has grown to $135 million and 132 jobs.



March 10, 2015 - Deschutes representatives ask for a site plan demonstrating "fit" on Bent Creek site.



March 11, 2015 - Henderson County, owner of the Bent Creek property, say they have an interested buyer. Property may be off market.



March 13, 2015 - Deschutes says Asheville is one of two finalists. Encourages officials to hold site, if possible. Potential investment rises to $200 million.



March 17, 2015 - Buncombe commissioners hold emergency closed session. Commissioners are split along party lines with a consensus among Democratic majority to work on $6.8 million land purchase.



March 25, 2015 - Third site visit by Deschutes representatives to Buncombe County.



April 7, 2015 - Buncombe commissioners make official vote to buy Bent Creek property, 4-3, along party lines. Commissioners asked by company to sign nondisclosure agreements. Three Republicans decline.



April 15, 2015 - Buncombe officials go to Portland and Bend to meet with Deschutes officials.



May 31-June 1, 2015 - Fourth Buncombe site visit. Deschutes officials get state helicopter tour of Bent Creek property. Gov. Pat McCrory holds luncheon for officials at Western Residence.



July 2, 2015 - Deschutes makes fifth site visit. Mayor Esther Manheimer and Councilwoman Gwen Wisler meet with Deschutes founder Gary Fish.



Sept. 14, 2015 - McAuliffe visits with Deschutes officials in Bend.



Late September, 2015 - Republicans propose that Bent Creek property be sold. That happens "over pleas from negotiating team," Gantt says.



Oct. 6, 2015 - Republican Commissioner Miranda DeBruhl calls and sends out tweet to Deschutes President Michael LaLonde. LaLonde sends email to County Manager Wanda Greene. DeBruhl says she gets call from LaLonde about company's interest. She pulls land sale from agenda.



Oct. 16, 2015 - Deschutes increases project scope to 154 brewery jobs, plus 83 hospitality jobs.



Oct. 23, 2015 - Seventh visit. LaLonde meets with Buncombe business leaders.



November 2015 - Deschutes officials tell EDC they will pursue Roanoke site. Company doing due diligence on property and other matters. Teague sends commissioners email saying he fears discussion of sale and social media comments "denigrating" the company "stood in contrast" to Roanoke's support.



Dec. 16, 2015 – McAuliffe holds second event at mansion complete with Deschutes beer and Grateful Dead soundtrack. Looks to close deal, Haymore says. Shakes McAuliffe's hand.



March 22, 2016 - Deschutes officially announces choice of Roanoke.



April 5, 2016 - Public blow up at commissioners meeting with blame and accusations about the deal. Commissioners vote 7-0 to sell property.





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