Welcome to the 2021 Presidential Inauguration, Lessons of the Past and Forming Our Future, presented by Purdue University. I am David Reingold, Dean of the College of Liberal Arts and moderator for today's first session. Inauguration Day is a day of rituals and traditions that honors and recognizes the will of the people who have chosen their leader through free elections. It focuses on the peaceful transfer of power and the hallmark of a free democracy. I hope you'll join us throughout the day to learn more about Inauguration Day's significance today at the various moments in the U.S. history. All of today's sessions are live and will be posted here for later viewing. We begin with today's first session, Presenting and Reflecting on Presidential Inaugurations. Joining me are Professor Joel E. Barb, Senior Associate Dean in the College of Liberal Arts and Professor of Visual and Performing Arts with a specialty in theater costume design and history. And Capriccia Penovich Marshall, a 1986 political science alumna from Purdue. From 2009 to 2013, Capriccia served as Chief of Protocol of the United States. She oversaw six state and official visits, as in several inaugurations, and countless working visits, summits, and protocol arrangements during travel with the President and Secretary of State. So even before today, there's been a lot of Inauguration related activity. Capriccia, let's get us started off by talking about what's already happened before we get to the swearing in ceremony. And happy Inauguration Day to all of you. It is an honor to be joining you, Dean and Joel on this very special occasion, a returning alumna to the fabulous Purdue University.  Already the President-Elect, we can't call him President until the clock strikes 12 today, has arrived to Washington, D.C. with the historic making Vice President-Elect Kamala Harris. They arrived last evening. There was a memorial, a moment, a somber moment that was held at the Lincoln Memorial, where the two of them spoke quite eloquently, quite emotionally, and lit 400 lanterns that represent the 400,000 plus lives that have been lost in the United States due to this pandemic. And so they wanted to honor those lives. They really wanted to set the tone for this Inauguration, which is America United. And then they made their way to the Blair House, which is the President's guest house. It's directly across the street from the White House and spent the night. I'm not sure how much they slept, but they were there with family, close family. And we just saw that they boarded their motorcade and made their way to St. Matthew's Basilica, which is famous for the funeral service of President Kennedy here in Washington, D.C. But they went there for a private service, a very small service with just a few elected officials, bipartisan, and some family members. And now they are preparing to make their way to the Capitol to take the oath of office. So thank you. And people are always wanna talk about what people are wearing at these events. And so Joel, how did that come to be? Well, sure. I can certainly speak to that. A lot of people might think that commentary on the clothing of political and public figures might be a bit of fluff and sort of superfluous, but actually it's an extremely effective way of communicating your values and communicating your brand. And so like it or not, clothing and image are very important and certainly important to government. It all really starts at least the way we look, especially at our First Ladies with Jacqueline Kennedy. Jacqueline Kennedy, oh, NASA's, for the point of our conversation, we'll talk about Jacqueline Kennedy. Before Kennedy's inauguration, First Ladies really just wore what they liked. They weren't necessarily thinking about what impact that would have. But Jacqueline Kennedy partnered with Ole Cassini, well-known designer and who sort of helped put her, if you will, on the map as a style icon. But it was all very purposeful and done in a very specific way with specific goals. Cassini was a Russian-Italian son of diplomats who after the Russian Revolution, his family went into the fashion industry. And that's where he started to learn. He eventually moved to the United States in apprentice with some of the best designers and then went into the motion picture industry. And so not only did he have a fashion background, but he had a background in motion pictures and television. And so a chance meeting with, at the time, newly wed Jacqueline Bouvier Kennedy led to their long relationship. And so when he came to design for her, and what you're seeing right now is the sketch of the coat and dress underneath that she wore for Kennedy's inauguration. When he came to design for her, he really designed for her like a movie star. In other words, he knew that she would be seen in print, but he also knew that she would be seen in this new medium of television. And so how best to project an image of youth and vitality. Right now, political wives in Washington at the time, their sort of standard uniform was a floral dress underneath and a mink coat on top, sort of tight, permed hair and a small, tidy hat, which was perfectly appropriate for Mamie Eisenhower, who was the current First Lady at the time. But the Kennedys were trying to project a new image, a new image of youth, vitality and something fresh coming around the corner. So when Oleg Cassini designed this inauguration costume, he took all the information and knowledge that he had about how television worked and the movies and designed accordingly. So what you see is instead of a mink coat, you see a cloth coat and egalitarian cloth coat that anyone could find a version of in their local department store. And something that is notable, and we can go to that next image, Baron, is you're gonna see patch pockets. Patch pockets were kind of revolutionary for a woman's coat. Usually pockets were hidden in the seam or they didn't have pockets at all. Claire McCartle, who's the most famous designer you've never heard of, was an American designer who after World War II, realized that American women needed clothes that they could work in around the house and in the office, but also clothes that were practical and she's the one that introduced the idea of visible pockets. So putting pockets on this coat. And mind you, I don't think that Mrs. Kennedy put anything in those pockets, but the fact that they were there and they were visible and there's no fur on the coat except for around the collar and then she's got this very sort of wonderful fur muff. Now we're not gonna see fur used very often. It becomes unpopular as we know and not something that people want to feature, but at the time just this hint was enough. You'll notice she's also wearing a very famous pillbox hat. This was actually designed by Halston who'd become a very well-known designer in the 1970s. And you'll notice that she's not wearing it on top of her head, but in the back so it frames her face, so on. And the last thing I'll mention before I sort of get into how this affected future choices by the First Ladies is her hair. She'd actually connected with a well-known New York hairstylist, Mr. Leonard, what's his name? And he went on to soften up her hair, give us that classic Jackie Kennedy look and then again that's copied by everyone. I guess the last thing I'll say too is the color. You can't tell from these black and white photos because it was very purposely done. He wanted them to photograph as winter white which is how they look. They look like an off white, but actually the color of the real garment is grayish. Let's see that next picture, Barron. The color is sort of an oyster color that he knew would photograph as off white and so that's why he chose it. So here you can see President Kennedy, well at the time President-Elect Kennedy on his way to take the oath. And this is when presidents still wore morning suits. They still wore more formal garments. He's got on his top hat. He was the last president to wear a top hat to an inauguration. Basically there's actually books that say John Kennedy and Jacqueline Kennedy killed the hat because of the style of hair that they like to wear. So what does all this mean and what does it have to do with anything today? All First Ladies have had to gauge themselves against the styles trends that were set by Jacqueline Kennedy. First Ladies now have to decide, am I going to be like Jacqueline Kennedy or am I not? I mean, that's a choice they have to make. And what you're going to see, especially on an inauguration day is a repetition of that same motif of the cloth coat. If you look at Pat Nixon from 1973, and now this is 10 years later, but you're going to see that it's the same basic that she has a cloth coat underneath is a matching dress and there she has a fur collar. But we're going to see, I think that's the last time that we see fur with a First Lady. Now, if we skip forward to Nancy Reagan, and this is the first Reagan inauguration, which was a particularly warm day, but there you see there's Nancy Reagan and yet another combination of that cloth coat, matching dress and hat. Now, she brought back the hat, First Ladies had let the hat go. You can see Barbara Bush sitting next to her again in a cloth coat. And then if we go to, I've got the both of the Clinton inaugurations and Capricia, you can probably speak to these a little bit. The first inauguration, Hillary Clinton wore a hat. And I believe she is the last First Lady to wear a hat to an inauguration. And here she has selected, you know, it's a coordinating suit. I don't know if there was a coat that went with it, but maybe it was too warm on that day and Capricia's nodding her head. Yes. And then if you look at from inauguration two for the Clintons, and this is a great shot. You can see again, it's that same combination of cloth coat, matching dress, one sort of substantial piece of jewelry that was actually popularized by Madeleine Albright. Madeleine Albright had this one signature piece of jewelry, which was this very large eagle pin. And you'll know, a lot of Washington ladies have adopted that look.  And so, and then the last, I think, oh, and then I will look quickly at Michelle Obama, her first inauguration. She wore, Isabel Toledo was a Cuban American designer. And so she selected, she tried to promote young designers, American designers. And so here again, matching dress and cloth coat, but it's a little more formal and a little more casual at the same time. Michelle Obama knew that she would be especially scrutinized. And so she worked very hard on the selection of her clothes. If you'll look at her second inauguration. Here she's wearing Tom Brown, which is an American designer. And what I love about this photo is you can see how they've coordinated the whole family. You can see the Obama daughters are picking up the purple that is in Michelle Obama's belt. She had purple gloves on earlier. She's wearing a J. Crew belt, which is another one of the hallmarks of her style is that she tried to use things that people could buy off the rack and have a bit of that Obama magic for themselves. But again, it's that same repeating motif that egalitarian cloth coat that anyone could go and buy, that sort of eschewing of the, what the mink coat represented at the time, pre-Kennedy. And then the last thing I wanna show is it's already started for Jill Biden. If you can show that purple suit that she wore yesterday for the event. The fashion reviewers and costume historians have already dissected this piece and it was just out yesterday. Some are saying it's purple because if you combine red and blue, the Republicans and the Democrats, you get this unified color of purple. Some people are saying it's the color, purple references, the suffragette flag and so on. And if you look at the, I have a photo of the vice president and the president with their spouses and you'll see that Kamala Harris has, there's no precedent for her.  You look this, everything you're seeing right now is very purposefully chosen. And that's the thing about clothing is that none of it is arbitrary, especially for political figures. And first ladies, second gentlemen, these are not elected positions. They are not appointed, but they are important to the way the administration will communicate their values. And so Kamala Harris in this amazing, all black outfit has already been referenced. Are we, is she referencing the uniform of the Black Panthers? With her camel coat, is she referencing pop figures like Pam Grier? I don't know that any of that is true, but if you don't have a meaning behind your clothing, people will assign one. And so you can't discount the importance of image, you can't discount the importance of clothing, especially as a new administration starts their tenure. So I'll leave it at that. Probably more than you've ever wanted to know about first lady fashions and the choices behind them. That's great. I was gonna kick it back over to Capricia and let her jump in here on what usually happens. Well, let me make the note. I too have my Anne Hand pin. Everyone in Washington, as you say, Joel, has the, an eagle pin. The traditional one is with the large pearl at the bottom, but this is a gift from my dear friend, Anne Hand, who has designed those very famous eagle pins. And I'll also note that it was, Hillary Clinton did have a matching coat that matched her hat on that day for her inauguration. And then she wore the exact same suit when she left the White House when the bushes arrived for their inauguration. But let me do as you asked here, David, and talk about what a typical inauguration day would look like, because this one is slightly different regrettably. The current sitting president for the next oh gosh, two more hours has made the decision not to attend the inauguration of Joe Biden. And this is rare. It has been about 150 years since a sitting president did not attend the inauguration of the incoming president. There is a lot of symbolism in this day, important symbolism in this day. Every one of these events are planned to project to the world the strength, the stability of our democracy. It is a bridge from one administration to the next. The seamless transition of power that we talk about. There should have been a coffee between the two first ladies that would have taken place all about a month ago at the invitation of Mrs. Trump to Dr. Jill Biden to take her on a tour of the White House and introduce her to some of the staff, even though Dr. Biden was pretty familiar with the place having served as second lady for eight years. But that did not take place. There should be this morning a coffee that was hosted by the current president, by President Trump and Mrs. Trump at the White House inviting the president-elect and Dr. Biden, the vice president-elect and Mr. Emhoff to the White House. And again, this is a really symbolic moment that we're missing out on this inauguration where the current invites the incoming to have really just 20 minutes of conversation. I was so incredibly honored to have served eight years in the Clinton administration and experienced the Clintons going into the White House and being greeted by President George H.W. Bush and Mrs. Barbara Bush. They could not have been more welcoming. Barbara Bush greeted Hillary Clinton for that private first lady's coffee with open arms, made some jokes on the south grounds and swept her into the White House. It was really a historic moment. And again, created a bridge between these two families, these two first families. And then when the Clintons had their time which they were finishing the eight years in the White House, they certainly hosted a coffee for incoming president-elect President Bush and vice president-elect Cheney. That was a difficult, a very difficult election if we'll recall between vice president Al Gore and then governor George Bush. The day I have to tell you was full of anticipation and tension in the White House. I was one of three people from the Clinton administration that was granted the opportunity to be in the White House that day, all other staff were required to leave the evening before. I assisted with all the logistics of arrivals and then worked with the Usher's office and the Butler staff on making sure that the guests were served and everyone knew what was expected of them. When the presidential inaugural committee, that's the committee that is selected by the incoming president. When they indicated to me that it was time for them to go, I made my rounds to the various principles and indicated that they needed to now load up into their motorcades, which they did. And then I was left with president Clinton and president elect Bush. And we were standing in the grand foyer. They were handed their overcoats, they put them on and this moment will stay with me forever because I think it is so symbolic of the greatness of our nation. President Clinton then reached over and put in his hands the shoulder of president elect Bush, kind of straightened his jacket and gave him a pat on the back. And he said, come on, let's go do this. And president elect Bush looked at him, he didn't say anything, but you could tell he was thinking, don't worry, I've got this. And in that moment, in that instant was the transition of power. Two men who had completely opposite philosophies, completely different ideals for how our country should be run. One handing the reins very surely over to the other, the other taking them and saying, I can move this forward. I am now the president of the United States. It was an extraordinary moment for me to have witnessed. And then the two of them made their way out to the motorcade and together in a car, very symbolic road to the capital for president elect Bush to take that oath of office. It just was a moment in our history for me that will stay with me forever. I then was able to make my way through the White House. And now what's most interesting is that during that coffee, that very short period of time, the president's Oval Office is being dismantled, the draperies are coming down, the sofas are being taken out, the carpets are being changed because now we are moving again symbolically from one president to the next. And president elect Bush had selected several items that would be temporarily put into place. And so right now, as President Trump has now left the White House, currently staff is busily at work dismantling president Trump's Oval Office, putting up new draperies, new sofas or temporary furniture that was selected by now president elect Biden. And as well, the entire West Wing is being changed. Some offices are being reconfigured for new space, being repurposed for the staff that will be coming in shortly. It all happens so quickly because at noon, as we said, as soon as president elect Biden raises his hand and takes the oath of office, those 35 words will actually 39, if they include those references to God, then they become the president, he becomes the president, and everything shifts on over into this new administration. I won't deny it's a question. Please jump in. So when you talk about the transition from one household to the other, I read recently when Laura Bush was making the move to the White House, of course she was very familiar with the White House having been there with her in-laws and her children being there with her grandparents. But she said she packed very light because she knew that there was this great warehouse of items that belong to the White House collection that she knew she could go and pull from to help furnish the residence. Have you ever been to that facility and can you talk about that a little bit? Oh, Joel, yes. It is an enormous facility. And from that facility is where president elect Biden will be selecting or he already selected items to put into his Oval Office. But yes, I've had the great honor of working with the White House Historical Association and with the wonderful Curator's Office. It's an extraordinary group of individuals who have dedicated their life to White House history and artifacts and anything that relates to presidents and presidential families. You go out to this facility, it is enormous, an enormous warehouse. And yes, Laura Bush, like many other first ladies are presented by the Curator's Office, usually occurs during that coffee. I'm sure that Dr. Biden received a binder of some sort, perhaps delivered to her in Delaware of where they can, they can page through these historic items and make certain selections. The president's desk in the Oval Office, it's usually the resolute desk that is selected by presidents, but they have the opportunity, the option to swap that out for something else. There may be some items, particular paintings, specific furnishings, antiquities that they want to be on display that may be representative of what this administration will stand for, or their particular taste and style that they'd like to choose. So I want to capricious stay with you for just a quick moment here and get your take on what people will be seeing in the hour leading up to the swearing-in ceremony at the Capitol. Well, it is, I've had the wonderful privilege of being on that grandstand just outside on the west side of the Capitol. And I was there with President Clinton for his second inauguration, his first inauguration. I was back in the White House helping prepare that changeover, but I was there for the second inauguration and then I was also there for President Obama's second inauguration as chief of protocol leading the foreign diplomatic corps because they are allowed to attend. They are represented on those steps representing the entire world, if you will. And so as a person who assists in shepherding the foreign diplomatic corps, I was there for that occasion as well. Today it will be considerably different. There are scant number of chairs that will be on the dais for the actual administration of the oath. And very, very few individuals that will be viewing from the Capitol grounds, they will have gone through major security checks, COVID testing, and will have been cleared by all the security. We have not seen and in due to the events that took place several weeks ago, there is an increased number of security around the Capitol, approximately 20,000 troops we are told will be there to protect and guard really to fend off anyone who has any bad ideas for today. And so the perimeter of the Capitol is really, really tight.  But on the dais itself will be the president-elect and his family with Dr. Biden and his children and his grandchildren. He has many, many, many. And along with Vice President-elect Kamala Harris and her husband Doug Emhoff and her sisters and nieces of which she considers like her daughters and they will all be in attendance with very few staff there as well, along with the leadership of our Congress. He wanted to make sure that every member was invited, even those who didn't particularly have an interest in voting for his election and affirming his election, everyone was invited. And from what I understand, they are actually all attending. I think that's another very important symbol today to show the unity because today is not a day of political parties. Today is a day that we celebrate the leader of our country and the leader of the free world. Also on stage will be Lady Gaga who will sing our national anthem and Jennifer Lopez who will be singing a few songs. That will be really exciting. And once the entire program concludes, they will make their way through the Capitol. There's usually a luncheon that is hosted by the speaker and regrettably due to COVID restrictions, they are foregoing this tradition. And instead they will make their way onto the other side of the Capitol. There will be a reviewing of the troops as is the usual custom. And then they will make their way to Arlington Cemetery. And this is a new custom, if you will. It will be in attendance with the former presidents and first ladies and they will lay a, and so in attendance will be President George Bush and Mrs. Laura Bush. It will be President Obama and Mrs. Michelle Obama and it will be President Clinton and Secretary Hillary Clinton. And they will lay a wreath at the tomb of the unknown soldier. And then the Bidens will return to the White House via an abbreviated parade. There will be a, there's usually almost a parade of two miles between the Capitol and the White House. Thongs of individuals on the streets. I have experienced that. You couldn't even make your way to Pennsylvania Avenue. It was so tight with people. Just wonderful, I recall, both the Clinton and the Obama administrations. Just a lot of joy, celebration. You couldn't get a restaurant reservation. It was a really great time. But today's will be a little different. Certainly due to the pandemic and the recent security concerns. But they will still have the military parade and then they will make their way into the White House to prepare for the viewing of the inaugural balls. Involved in determining the seating arrangements for some of the guests on the Capitol. Oh, well, let me tell you that being chief of protocol for as many years as I was and eight years as social secretary, you'll learn a little bit about seating and the priorities and the interests. Now, of course, everybody wants to have a front seat, right? And I do have to say, I worked for President-elect Biden when he was vice president under President Obama.  And he would love everybody on that stage. He would love everybody to have a front row seat.  But alas, it is what it is. And you still have to make those critical decisions. Who sits in what place? Thank goodness for precedent and protocol that there are specific reasons why certain individuals are given the seats that they are. There are family sections. There is a diplomatic section. There is a leadership section. Members of Congress are seated in a very specific area in accordance with their roles and their leadership positions. All of that is, those expectations are laid out well in advance, so no one shows up and says, well, why am I seated here? I don't understand it. Shouldn't I be up in that front row seat in that first seat? No, it's all explained well in advance. People know, people expect to have those expectations set. So they can just enjoy the ceremony at hand. For those individuals today that were given the great privilege, the honor of being on that day as they truly are special. That's great. So thank you so much, Joel. I was gonna circle back to you and you talked about fashion for the events at the Capitol. What about sort of evening, inaugural evening fashion? I know we're not gonna have these balls, but what do we need to know about evening wear? In evening fashion? Sure, sure. Yeah, I'm happy to talk about that. Before, I will say before we get into the inaugural balls, we do have some images of some of the events that Capriccio was speaking of. So for example, like the laying of the wreath for the inauguration, we have an image from President Trump and Vice President Pence. So there's an example of that tradition. And then also the first lady sort of welcomed tease. I think we've got, there's one of Melania Trump and Michelle Obama. I think I have one of Pat Nixon and Lady Bird Johnson. And then also we go all the way back again to Jacqueline Kennedy and Mamie Eisenhower. So again, those traditions of one first lady welcoming another. There's also, I think we have images of the prayer breakfast, which is another longstanding tradition. Here we've got Jimmy Carter. And then I think we have one of the bushes as well. So again, it's a day full of tradition and then those days of tradition do end in the evening. And that's when we move into the inaugural balls. Now the interesting thing when George Washington was inaugurated, very first one, there was no inauguration ball planned for the evening, but there happened to be a party in the city that the president, the then president could attend and that became the inauguration ball for the evening. Now they are planned through the, and I wrote it down so I wouldn't forget. It's the presidential inauguration committee.  Some are sponsored by the various states, some by different organizations there in Washington DC. I think the record for the number of inaugural balls attended in an evening is still held by the Clintons, and that was 14 balls in one night. And what I read, do you remember that? You were there for the night. And like they could only dance for like 25 seconds at each ball, right? That's right, that's right. It was an exhausting evening. I remember so clearly though, the moment that we were getting ready to leave and you refer to some of the attire and Hillary Clinton had selected an Arkansas designer by the name of Michelle Phillips. And when she saw this beautiful sketch, it was like, that's it, I just have to wear this. Her next inauguration was by one of her favorite designers, Oscar de la Renta, and it was an exquisite gold gown. But her gown that evening was again, quite symbolic as you stated. It was more of that violet purple, but it was intended to be the red and blue melding together. So kudos to you for making that note earlier about Dr. Biden's, her suit. But I just recall when she walked out of her bedroom after getting dressed and President Clinton standing there and he just was drop-jawed.  Swept her up and off we went from ball to ball. I was thoroughly exhausted by the end of the evening. I did have a tag team person that I was working with, Kelly Craighead. She was a great friend, but boy, oh boy, it's a long night. The first couple, you know, they spend a lot of time in the car on that evening as they're going from ball to ball to ball. And so it's more fun for the people at the ball than it is for the President and First Lady. Now I could go, I was spending a lot of time talking about all the First Ladies and all girl gowns over the years, but I just wanted to highlight two of the dresses of both Laura Bush and Michelle Obama. So if we look at the first dress that Laura Bush chose, similar to Hillary Clinton, she chose a Dallas designer, a Texas designer for her first dress in this wonderful red. And then for her second, again, similar to Hillary Clinton, it was an Oscar de la Renta. And it was, you know, this sort of beaded silver dress. So these are two of my favorites, just because I'm from Shreveport, Louisiana, which is very near to Texas. And I have a very Texas mentality. I went to school in Texas. So I like a Texas style and it resonates with me. And then similarly, if we look at Michelle Obama, both first inauguration and second inauguration, those are by a wonderful designer, Jason Wu. He is Taiwanese Canadian, was just starting his career. And Michelle Obama chose him to design her first inaugural gown, which is the white gown. And then she did a repeat for the second inauguration with the red gown. And I mean, it put Jason Wu on the map. First Ladies can really make a designer's career. And we actually have in the special collection of historic dress, which is a teaching collection here at Purdue. We have a Jason Wu, but it is a Jason Wu ensemble that I bought at Target. And I specifically bought it because I wanted students to be able to see how high-end couture that is promoted by a first lady or a political figure then can become mainstream. And so you can now, at least this special collection that was created by Jason Wu, you could buy it at Target and buy into a piece of that Obama mystique. So, again, not making a choice is making a choice, but our first ladies, our first families, their administrations, they're very purposeful in the clothes that they choose. I did wanna bring back, just because I didn't mention it before, I do have a picture of Melania Trump's inauguration outfit. And I did wanna show that if we can. This was by Ralph Lauren, a great American designer. We knew, we all assumed all the costume historians and fashion critics, we assumed that Melania Trump would select an American designer and she did. But there's a lot going on here that it is a color that is called Air Force Blue. It's a specific shade of blue that is similar to the Presidential Plane. And we don't know if that was purposeful or accidental, but that's the color that's been given to it. And also, it's the same repetition of a cloth coat with matching dress, just the coat is much, much shorter. And it's very European and it's cut, but American in its sensibilities. And that's what we often see. So it is unfortunate that we won't have inaugural balls this evening, but hopefully the Bidens will have plenty of opportunities in the future to celebrate in a formal way, certainly through state dinners and other events. So I think people will be celebrating regardless of whether there is an organized ball or not this evening. They'll be celebrating. Do we know? In a safe way, in an appropriate social distance way, but I'm sure they'll be celebrating. Do we know, thank you, Joel. Do we know whether or not there will be any inaugural balls perhaps sometime in the future or is that unknown? There's no rain check on ball. I don't believe there's anything currently planned. You know, I am hoping that we'll have an opportunity here in Washington DC to publicly and openly and together, again, celebrate the inauguration of this extraordinary president. But I think that what he wants to do and Vice President-elect Kamala Harris wants to do is really get down to business. They are looking to the first few hours, not even days, those first few hours after they've taken the oath of office of making some swift changes. And so they're looking forward to taking over the reins of service to our country and perhaps putting on the back burner for a bit the days of celebration. Now, who picks the entertainment? Oh, he does. Absolutely. The president-elect. Absolutely. This is his day. And so as Joel noted, there is a presidential inaugural committee that is selected by the president-elect.  And they assist in crafting out this day of celebration. And I just have to give them some kudos. The field of flags, beautiful, stunning visual. And it just makes us all think of how blessed we are to live in this country. And remember, the people who are not here with us to celebrate this moment because of the pandemic. And just the people that he selected to celebrate this moment. A lot of pop culture. I thought that was fantastic, making a bridge between his generation and the generation of his grandchildren. I'm sure that they had probably a little bit to do with it. He loved to travel with them. He loves to have them over. He and Dr. Biden just love embracing their family. And it's not just the grandchildren. I mean, my dear friend, Missy Owens is one of his nieces. And she's constantly with the vice president and Dr. Biden as well. They love family. They embrace family, especially during these historic times. I think there's an inauguration playlist that was released specifically for the inauguration. So if people haven't checked that out, they should. Now, is there any history of including first pets in sort of the inauguration events? Is any president-elect ever involved their dog or other pets? Joel? I mean, there have been a lot of White House pets and animals, vice presidents as well. But I don't think any have been involved in the inauguration of this. And no pet fashion that we know about. None that I've heard of. Well, I think though that, I think the Bushes had a little jacket that was on there. Mrs. Bush would put little jackets on her dogs. Oh, does it mean, yes. Yes, exactly. And President Nixon was very fond of his dog. The Trumps did not have a pet in the White House. So it's a return. Champ is returning to the, a pet is returning to the White House and it's in its champ. And I recall when I was in protocol, we made gifts for children that were in the image of White House pets.  Oh my goodness, the children that we visited and gave them to, oh, they just cherish them. That's great. So Capriccia, so as the inauguration is taking place, can you just speak briefly about what's happening back at the White House? Oh, well, it's a little bit like a mad scramble. The extraordinary White House staff, I spoke of them just very briefly, are trained for these transitions. They understand the importance of making sure that all of the former president's items and luggage boxes, et cetera, have been packed up appropriately and loaded up into a moving van that will take off. Now, it is unclear to me if the Trump's moving van is already come and gone, it may have in previous days. I do understand that Mrs. Trump has been packing for some time. But traditionally what happens is that the moving van of the current president has preloaded and then at noon, it makes its way down the south grounds when the incoming president and first family's moving van makes its way up and their items are immediately offloaded. I remember when the Clintons moved into the White House, it was boxes and bags and suitcases and everything everywhere. And you have to make some semblance of organization before they return back to the White House after the presidential parade. And simultaneously now staff is making their way into the White House for the does not pause. It needs to seamlessly move from one administration right on into the next. That's fantastic. You know, I'm mindful that our time is getting a little short here. And so I've got, I think one last question. Capricia, you know, we are very proud of you as an alum of Purdue University and of the College of Liberal Arts. And I know we've got a number of students here that will be watching and listening. And I suspect that they would very much like to hear your story about how your path sort of landed you in the White House doing this sort of work. So if maybe you could sort of share a few minutes just about that story. Well, Dean, I want to thank you and for all of your hard work and your dedication and to Joel. And also I really want to note Laurie Sparger who has been a dear friend over the years to me and has brought me back to the Purdue campus to visit. I actually was an old master. Yay, I loved it. I loved my old days. I loved the students that I worked with. Every minute that was planned was truly, truly spectacular. I adored my days at Purdue University. They're so very lucky to have Mitch Daniels as their current president. He has opened this campus up, provided new and amazing opportunities. Every time I visit, I'm just taken with all of the expansive buildings that have been created, the new programming. And in particularly in the School of Liberal Arts where I found myself, we were a little small at the time and now boom, it has just exploded. And it really is a school that people seek out and education people seek out all over the country. I fondly recall my graduation day and leaving Purdue, my father somehow thought that I was going to be an engineer. But I insisted to him that I had a great education in liberal arts and political science with a Spanish emphasis and that I was going to go on to law school, which I did do, which then led me of course into politics. So it was the roots of Purdue that set me on my way, provided me so many wonderful opportunities, extraordinary professors. I remember Professor Barris, he was wonderful to me, gave me just a great foundation in political science, a lot of challenging classes, the opportunity to study abroad with the Wisconsin Indiana Purdue program. I studied in Spain for a year. It's just so many wonderful opportunities that I received through my Purdue education. And I also have to say meeting the most just extraordinary individuals and people who have become great friends from those that I met in my classes to, of course, I have to mention my sorority, pi beta-phi, my sisters there have remained lifelong sisters and we continue to stay in touch over the years. So I am immensely grateful for the education I received and what I would say to current Purdue students is take advantage of every offering you can there. They will assist you in getting internships. I was lucky enough to get one of the State Office of Ohio which really began my interest in politics and that was through the guidance office at Union Hall. And just all of the various class offerings, the ability to study abroad, just so many opportunities and they continue to grow at Purdue University. And reach out to your alumni network. I love when I receive word from Purdue students looking for some help or some advice. We are here to help you make your way through your years at Purdue and set your foot path forward on your career. So thank you all again for inviting me to be a part of this fabulous discussion on this incredibly special day. Both of you, exemplary of what Purdue has to offer, thank you both so much. Well, thank you Capriccio. And we are very proud of your accomplishments and look forward to continuing to watch your career unfold and having you back on campus whenever you're in town. So with that, I wanna thank you, Capriccio and Joel, for a terrific discussion as we try to explore some of the themes related to the red carpet and traditions of inauguration and for members of the audience. I wanna thank you for joining us. We certainly hope that you will be able to continue to participate in the other sessions that we have scheduled for today. And with that, we will go ahead and close this one out. So thank you and wish you both.


I'd like to first thank the organizers for inviting me to this session. Over the past 40 years, the cultural landscape of pre-Christian Scandinavia has become increasingly accessible for study due to the discovery of unusually large settlements dating to the late Roman and Germanic Iron Ages. For a region of settlement pattern previously consisted of isolated dispersed farmsteads, sites such as Gudme and Upolkra presented the first examples of agglomerated settlement. Characterized by long-distance trade, specialized production, internal organization, large populations, sacred spaces and large hinterlands, many argue that these settlements were the first centers of Iron Age Scandinavia. Yet despite the opportunity which these sites represent, archeological interpretation has remained limited, particularly regarding their centrality and urban definitions. These unusual prehistoric settlements are consistently labeled with the overarching term of central place. This practice, however, has proven problematic. Current arguments for the centrality of these sites display a limited understanding of the central aspects which may have driven them. For example, archeologists such as Morton Axbow, Brigida Hordt and Lottie Hediger emphasized the centrality of these sites, of these settlements in administrative, economic and social aspects. While center need not be limited to one form of centrality, these arguments miss the core drive and purpose behind these settlements. Urban definitions are also an issue, as some scholars argue that these settlements represent the first Scandinavian towns, while many others suggest strictly non-urban definitions. This presentation presents the results of a study which sought to emphasize the issues surrounding research of the Scandinavian central places. By first providing introduction to the central places and then discussing the study itself, a nuanced interpretation of the central places is presented, one which evaluates the nature of their centrality and their complexity. Before beginning, however, it must be noted that due to 15 minutes, this presentation only presents the primary points reached. Those seeking further information may contact me. The Scandinavian central places were a series of 15 settlements dispersed throughout Denmark, Sweden and Norway. These sites emerged and functioned during the late Roman Iron Age and migration period. Physically, the central places were the first instances of sedentary population concentration in prehistoric Scandinavia, representing large sites, some reaching hundreds of hectares, with populations suggested to range from 500 to 1,000 people. These sites were located on or near major routes of communication and possessed thick cultural layers suggesting continuous occupations over long periods of time. The settlements themselves were unfortified and repeatedly built in designated plots, consisting of fenced-in timber farmsteads accompanied by secondary buildings and possessed centralized spatial planning, ranging from managed spaces between farmsteads to designated settlement activity areas, including trading sites, production sites, settlement areas and monumental central spaces. This is a map of the general area and the sites that I examined. And these are the two case studies that I will explain later on in this presentation, just an example of the two settlements. Current arguments suggest these sites were central to irony society based on three functional spheres. Fears. Administrative, economic and social. Administrative functions are emphasized for the focal summits by scholars such as Mornaxbo and Bertil Helgesen based on concentrations of prestige goods found within uncovered monumental elite residences, evidence for centralized settlement-wide organization and their suggested control over larger hint on this. Johann Karl-Martina Thurston suggests economics and trawledy due to their proposed roles of specialized craft centers, many providing evidence for every prehistoric non-agrarian trade and the long-distance trade networks in which they participated. Additionally, Lottie Heidegger and Lars Larsen characterized these settlements as socially central cult centers based on the number of material deposits discovered on site, the proposed specialized cult buildings uncovered and arguments depicting their special organization as purposeful imitations of mythological cosmology. Yet current interpretations and the centrality of these settlements are problematic. While center need not be central in only one way, there's often one defining aspect which drives the central places, emergence and development, one which makes it truly central in the minds of those that represented. Thus the question remains, what function did the establishment and further development of these settlements revolve around? What role allowed them to become such significant points in the cultural landscape of prehistoric Scandinavia? Bi adequately answering these questions, scholars will not only be able to better understand the meaning behind the existence of the central places, but also better understand prehistoric Scandinavian society itself. The urban status of the central places is also an issue. Lars Larsen argues that the central places represented early examples of urbanization in prehistoric Scandinavia due to their physical and functional complexity, especially when viewed in comparison to earlier settlement. Yet scholars such as Helena Hammerow and Heidi Sherman claim that the central places were not complex enough to be considered urban, instead considering the early medieval Emporias the first examples of Scandinavian urban settlement. This debate however also produces certain questions. How should complexity be measured? What makes a settlement urban? In answering such questions, not only will scholars better understand prehistoric Scandinavian society, will also allow for a greater grasp of prehistoric urbanism. I made the Scandinavian central places the subject of my 2017 master's dissertation. I aim to reach a better understanding of their place within the prehistoric cultural landscape, focusing specifically on their centrality and urban complexity. In order to do so, I needed to determine the effects of current trends in academic interpretation on their reception and understanding. What made the Scandinavian central places central to irony's society? Why not urban? How, at theoretical trends, shaped understanding of these prehistoric Scandinavian settlements? By answering these questions, I sought to reach a greater understanding of pre-Christian Scandinavian society itself by reevaluating the interpretations surrounding its first major centers. Using the neutral term, focal settlement, as the central places were the first examples of large population concentration in one place, I first reviewed core theoretical concepts surrounding their study, including central place theory and urbanization theory. Seeking to establish how scholars identify and use these concepts in the archeological record, I strove to understand how current views that shaped interpretation of Scandinavian material. I then examined focal settlements themselves using the sort Muldenupokra settlements as case studies and critically analyzed current interpretation. Afterwards, general comparisons were made with both the late LaTen-Apida and early medieval Empoya. This allowed me to juxtapose the focal settlements with functionally similar sites, permitting a better understanding of their fundamental aspects. I then concluded by drawing together all previously examined material producing nuanced interpretation. I came to two major conclusions. That future research should further emphasize the socio-administrative centrality of focal settlements and that based on their cultural landscape, the focal settlements possessed a distinct level of urban complexity. The modern archeological definition of a central place is a large complex site which plays a multitude of roles for a wider network. This definition has allowed for multiple interpretations of centrality, which, as stated above, has resulted in limited understanding of the central aspects of these sites and vague use of the central place term. Yet several scholars have begun to emphasize central places points within a mental and cultural landscape. They argue that central places promote a social cohesion, self-consciousness and collective identity for the groups they represent, specifically by hosting different activities which work together towards a greater social process of ethnogenesis. Our Charlotte Febeck argues that this process is a critical aspect of a central place, shaping the settlement into a mental center in the landscape and creating a widely shared image for a developing cultural geography. Viewing centrality is how internal and external groups identify with settlement based on the activities taking place within it. I chose to use the ethnogenesis approach for my examination of the focus elements. This resulted in increasing focus on their socio-administrative centrality. Established by Iron Age elite to consolidate an increasingly hierarchical power structure, the focal settlements became points of gravity in the cultural landscape by concentrating society within the monumental halls of the elite, such as those. Whereas earlier Scandinavian society had previously marked out distinct areas in the landscape for different aspects of society, the central halls of the Iron Age focal settlements focused a wide array of activities in twist single spot, including religious ceremonies, markets and imported administrative meetings. This in turn both focused all aspects of Iron Age society under the direct control of the elite and created a symbol which delimited the sacro political space of the surrounding area. As a result, the elite-driven collective identities emerged as the use and maintenance of these sites created collective memories, investing them with powerful social significance. Reflected by an observed decline in regional differentiation of material culture and increasing social cohesion. These collective identities advertised and reinforced the increasing control of the ruling class, presenting powerful individuals in the settlements they administered as the new centers of prehistoric Scandinavia. The focal settlements were thus socially and administratively central to Iron Age Scandinavian society, representing an elite strategy which reinforced and reflected their increasing power through the creation of collective identities and memories. By establishing these settlements and concentrating the Scandinavian world within their halls, the elite created points in a developing cultural landscape which influenced the groups they controlled, encouraging them to act as a single cultural unit. While each of these sites functioned in several ways, administratively, economically, and social, the activities of these settlements functioned towards the central socio-administrative purpose of reinforcing an increasingly hierarchical power structure and placing the controlling elite in the social spotlight. Regarding urban complexity, recent interpretations of archeological urbanism consists of evolutionary checklist where archeologists progressively examined settlements and labeled them urban based on the presence of certain key features, including large size and population, the presence of full-time specialists, taxation, writing, long-distance trade, and monumental public buildings. Yet such checklist approaches are culturally particular in it, no centric. Scholars using checklist approaches such as V. Gordon Child and Bruce Trigger developed them based on the key features of stereotypical urban centers, classical and medieval cities. They assume that these centers represent the only form which urbanism can take, resulting in misleading comparisons with prehistoric societies whose contexts were drastically different and the isolation of settlements from their cultural landscapes. In response, however, scholars such as Jiri Musil and Berserker Gdarska are beginning to examine settlements within their cultural landscapes, believing that an archeological definition of urbanism must be culturally relevant. Following a sociological strand of thought, these scholars argue that the general change from dispersed farmsteads to agglomerated centers and the behaviors which such change brings should define urbanism. In order to better understand the urban complexity of the focal settlements, I chose to use the sociological approach, examining these sites in association with their surrounding cultural landscape. Through comparisons with both the Apida and the Emporia, I found that the focal settlements possessed high levels of physical and functional complexity, particularly for their cultural landscape. These settlements were generally characterized by large sizes, a layout indicative of a central organizing power, strategic locations on major routes of communication, monumental central places, longevity and occupation, and large populations. Functionally, they were centers sitting at the apex of the settlement hierarchy, functioning as the administrative, social, and economic centers of the respective regions. The focal summits were each in control of the long distance inner and inter-regional trade networks of the regions and were inhabited by populations specializing in non-agrarian crafts, communities which may have been supplied by a wider hinterland. Each of the focal summits also played administrative functions, determining development in their respective regions. If scholars were to continue to use current approaches to urbanism based on comparisons to classical medieval cities, then the focal summits would clearly possess the necessary levels of complexity to be considered urban. Yet this should not be how urbanization is examined. Rather than using comparisons to classical medieval cities, Western preconceptions of urbanism, scholars should further emphasize urbanism in a local and cultural context. The Scandinavian focal summits represent the first examples of large-scale permanent population agglomeration in a cultural landscape previously characterized by isolated roaming farmsteads and villages. Following the sociological approach, the focal sites would thus be classified as urban summits for the cultural context based on the change they represent. Yet they have consistently defined as non-urban summits due to their differences to classical and medieval cities. Future scholarships should strive to understand what urbanism means within a specific cultural landscape. By aligning classical and medieval cities to set the standard for urbanism in the archaeological record, the characteristics which make each different society unique are lost in ethnocentric attempts to find the Western idea of the urban form in context which experienced their own particular form of urbanism. Who was to say that the concentrated focal summits do not represent urbanism for prehistoric Scandinavia? Scholars cannot assume that urbanization will take a similar form in every cultural context. Urbanism instead needs to be studied based on the form that would be relevant to its wider cultural context. In closing my study, present the focal summits as socio-administratively central settlements, representing a distinctly Scandinavian form of prehistoric urbanism. Emerging during a period of social change in Scandinavia, these sites represented the concentration of both different aspects of the cultural landscape in previously dispersed populations into single points, resulting in elite-driven collective identities which emphasized these settlements as the new centers in the Scandinavian world. Yet these can only be interpretations of how this settlement type worked generally. There is considerable variation present amongst the sites labeled focal settlement or central place, including settlement form and size, placement in the landscape, and period of occupation, only making general interpretations possible at this time. Future research needs to focus on distinguishing individual sites from this overarching group. How did particular focal summits serve as an elite-driven collective identity compared to others? How do these regional variations reflect the cultures of local societies? In doing so, not only will scholars be able to rid itself of a vague term, it will also be able to observe the cultural landscape of pre-Christian Scandinavia in even greater detail. These are the copyrighted figures, and thank you.


Welcome to beautiful Italy, birthplace of many of the world's most important historical figures like Michelangelo, Leonardo da Vinci, Christopher Columbus, and Luca Pazzioli. Wait, you haven't heard of Pazzioli? In fact, he's one of the most influential men of the Renaissance and yet few have heard of him. His work influenced many in his day and still does today, for he is often referred to as the father of accounting. Hi, I'm Dave Aldridge. Welcome to this series on financial accounting. The fact is that some sort of record keeping has been around ever since the first hunter wanted to trade with the first gatherer. But Pazzioli took many of the different ideas about mathematics and record keeping and published a book which included 27 pages called Details of Calculations and Recording. This section has become the basis for modern day double entry accounting. In fact, many of the terms you will hear in accounting like debit, credit, journal, and ledger all originate from his 1494 text. So when you think of Italy as the birthplace of science, art, and culture, add accounting to that list. So Grazie Italia and Arrivederci, I'm off to Scotland. Welcome to London. I intended to shoot this segment in Scotland, but it turns out there is nothing to see in Scotland other than sheep. And they weren't the friendliest of sheep. I know what you're thinking, terrifying. In the mid-1800s, England was the economic capital of the world and in the midst of the industrial revolution. With industry moving from agriculture to manufacturing, a need arose for business owners to have a good understanding of the financial health of their businesses. During that time, accountants from Scotland petitioned the Queen to grant them a charter providing them legal rights in the profession of accounting. In fact, the term chartered accountants comes from this event. So with the industrial revolution in high gear and a charter in place granting credibility in rights, modern accountancy was born. Today the largest body of accountants in the United States is the AICPA, which represents the CPA profession nationally. The AICPA's founding established accountancy as a profession distinguished by rigorous educational requirements, high professional standards, a strict code of professional ethics, a licensing status, and a commitment to serving the public interest. In a recent survey done by the Department of Labor, it is estimated that more than one million people work as accountants in the United States, with many more working in accounting clerical and support positions. So you can see that accounting has come a long way in the 500 years since Pacioli first published his text. Accounting has grown out of obscurity into a well-respected career path in profession. In fact, a recent survey conducted by the Roy Morgan research firm listed accountant as the 11th most respected career in the world, one spot behind college professor. Today the economic capital of the world is New York City and specifically Wall Street. Accounting is present here as well. Accountants provide the financial data that help investors analyze companies for potential investing decisions. Behind me is the New York Stock Exchange, which is the largest stock exchange in the world in terms of market capitalization. By the end of 2013, companies whose stock traded on this exchange were worth approximately 16 trillion dollars. On average, 170 billion dollars of securities or stocks are traded here daily. And none of that would be possible without accounting. So that concludes this short video on the brief history of accounting. I hope you've enjoyed it as much as I have.


Welcome to this video, Acid-Based Reactions. In this video, we'll view several video clips that demonstrate the use of an indicator to follow the neutralization reaction that occurs when we mix an acid and a base. We'll also go through several examples to apply what you've learned about acid-base reactions. An acid is a compound that dissolves in water to give hydrogen ions H+. A solution of hydrogen chloride gas in water is called hydrochloric acid and is acidic because of the following reaction. An indicator is a compound that changes color depending on the acidity of a solution. In the movie below, a few drops of methyl orange are added to a solution of hydrochloric acid. This indicator turns red in acidic solutions. A base is a compound that dissolves in water to give hydroxide ions OH-. A solution of sodium hydroxide in water is basic. Acidity and base acidity are linked because of the reaction shown below. In the movie below, a few drops of methyl orange are added to a solution of sodium hydroxide. This indicator turns yellow in basic solutions. Acidic and basic solutions. Which solution below is acidic? When the indicator, methyl orange, is added to the solution, it turns red, indicating that the solution is acidic. Strong versus weak acids. Strong acids are compounds that are completely ionized in solution. That is, all of the molecules that make up the acid break apart in aqueous solution to form ions. Weak acids are compounds that partially ionize. That is, a few of the molecules break apart into ions, while the majority of molecules do not break apart. This is a strong acid. Note, every molecule breaks up into ions. And this is a weak acid. Note, only a few molecules break up into ions. When strong bases dissolve in water, they release all their hydroxide ions into the solution. A weak base, such as ammonia, reacts partially with water to produce OH-negative ions at a lower concentration than a strong base would, as seen in this formula below. The chart below lists the strong acids and strong bases. Neutralization reactions. When an acid and base are mixed, a reaction occurs to form water and a salt. For example, when sodium hydroxide solution is added to hydrochloric acid solution, this reaction happens. The hydrogen-positive and OH-negative ions combine to form a water molecule. This reaction shows the salt formation. Sodium chloride, the salt, is soluble in water. Since nothing precipitates out of the solution, in order to see a neutralization, it is necessary to add an indicator. In the movie below, a clear sodium hydroxide solution is added to a hydrochloric acid solution that contains a few drops of methyl-orange indicator. When all the acid has reacted, the indicator will turn yellow since the solution will then contain an excess of sodium hydroxide, a base. Reactions that generate gases. When acids are added to certain ionic compounds, a gas is formed. The movie below shows what happens when hydrochloric acid is added to a solution of sodium carbonate. The sodium and chloride ions remain in the solution. The H-plus and CO3-2-negative ions combine to initially form carbonic acid, H-2-CO3. However, carbonic acid is unstable and immediately decomposes to give carbon dioxide and water. The carbon dioxide is evolved as a gas. The bubbles in the movie. Let's work through three additional examples of anions that produce gases when acid is added. Anions that produce gases. When an acid is added to any carbonate, carbon dioxide is evolved and water and salt are produced. Compounds that contain the sulfide or sulfite ions also produce gases when an acid is added. Even though the calcium carbonate is a solid, it will react with an acid. The ionic product, calcium chloride, dissolves in water. The H-plus and CO3-2-negative ions combine to initially form carbonic acid, H-2-CO3. However, carbonic acid is unstable and immediately decomposes to give carbon dioxide and water. The carbon dioxide is evolved as a gas. In this case, the potassium and chloride ions remain in the solution. The H-plus and S-2-negative ions combine to form hydrogen sulfide, a gas. In this case, the iron and chloride ions remain in the solution. Finally, the H-plus and SO3-2-negative ions combine to initially form sulfurous acid, H-2-SO3. However, sulfurous acid is unstable and immediately decomposes to give sulfur dioxide and water. The sulfur dioxide is evolved as a gas. Now you give it a try. Here are some helpful tips. Write down your answers as you work through each problem. Write your answers as formulas, for example, H-2-O, instead of phrase labels, water. Do not balance the equation. And finally, the product order is not important. And remember, you can always pause this video for more time to think about your answers. For the following reactions, try to figure out the answer on your own, and then watch as we show the correct products in the box provided. Congratulations! You have completed the video Acid-Base Reactions.


Live from Boston, Massachusetts. Extracting the signal from the noise. It's theCUBE, covering HP Big Data Conference 2015. Brought to you by HP Software. Now your hosts, John Furrier and Dave Vellante. Okay, welcome back everyone. We are live here in Boston, Massachusetts for a special presentation from the CUBE SiliconANGLES flagship program. We go out to the events and extract the signal from the noise. We're here at HP Big Data Conference. Hashtag HP Big Data 2015. I'm John Furrier with SiliconANGLE. My co is Dave Vellante with boogiebond.com. Our next guest is Jack Gutinkoff, VP of Big Data at Platica. Built engineering teams, been involved in a lot of stuff going back to Microsoft, too. To gaming, cutting edge, worked at Twitter. So you're very familiar with social data and gamification and unstructured data. Welcome to theCUBE. Thank you, thank you. So let's get right into it. So, obviously, if you look back at the developer market going back to when we were growing up from the 80s and 90s, very simple.  Data tsunami is here. So a lot of apps are being successfully developed because of the data. Whether it's gaming, I mean certainly Twitter's been data driven. What's going on? And what's the bottom line right now? What's the most important thing happening in data relative to these new apps, these new platforms? That's a great question. I think data's playing a much bigger part than it ever did before. People are making business decisions using lots of data. Twitter, of course, social media. We had a pretty big Vertica cluster there, as you might imagine. In fact, the Vertica was actually, they used Vertica at Twitter before HP actually commercialized it. So they were early adopters. So did Zynga, so did Facebook, so did everybody else, right? Yeah, yeah. Call in their stores, very popular. It turns out it works pretty well for data warehouse. And especially in the gaming industry. So we're in the social casino leader in the gaming industry, we have World Series of Hoker, Slotomania, Bingo Blitz, and a number of properties, about 10, about 1,000 employees worldwide. And it's kind of a velocity and a variety of data with a number of events in a game. But our games are literally, we have a version of our game every week based on data and behavior of the users. So it plays a huge, huge part in our business. And you're from Santa Monica? Yeah, yeah. So you've got Riot Games down there, another gamer, helping, right? Yeah, they're right next door actually in Santa Monica area. So you guys can hear all the coffee, coffee shops talking about data, they do clusters. Gaming more than anything really needs the data. I mean, how do you know? I mean, you keep track of everything and everything has to be tracked, whether it's points, gains, this and that. I mean, it is simulating by the most demanding. Yeah. Low latency requirements. Yeah, that's one of the things that attracted me to it. I mean, of course, Twitter was volume. So that was another challenge, of course, just sifting through the amount of data and of course, Vertica helped us do analytics over it. In gaming, it's a lot of different variety. We have a lot of different behaviors. But really, I think the coolest thing, honestly, is that the user is actually driving the experience. So if they're playing the game and they don't enjoy it, the data tells you that. Or if you roll out a new feature or functionality and they don't like it or in the social, they're chatting about how much they don't like it, you have to change the game. And it's different than you build a game. It's not like field of dreams where you build it and hope they come. You build it, they use it. You look at the data, you do the analytics of the data and then you change the game so that they're happy with the game. And it's very customer-driven. And what about when you hit a blockbuster, I think you're like a reality TV show that's super hot. And how can you use the data to keep it hot, to keep it interesting? Have you had some experiences along those lines? Yeah, around the gaming and such. Absolutely. We'll bring out a new game, for instance, and see how they like it. It's kind of interesting in our game. It's kind of a, I often tell people, so one of our flagship games is Bingo. Actually, it's a social Bingo game. I kind of talk about it as Carmen San Diego meets Bingo and it's a game within a game. You're going down a path and you play the game and you can discover different areas and cities and things like that. So we keep it fresh by not just your traditional, your dobbing, your bingo thing, your sharing. So it's Bingo Blitz. Yeah, Bingo Blitz, exactly. So you added the Blitz piece to conventional Bingo. That's right, yeah. And the social media, and so you can play all the time. We actually ultimately roll up to Caesar's Casino. We're separate from the real-money gaming, we have a, sorry. Separate, quotes separate. Well, no, we're actually very separate because we're free to play gaming, so the gaming regulations works. We're very careful about that, to be perfectly honest. But we do, because we have a tie with Caesar, like Caesar started the whole total reward system. You play at Caesar's and they give you points and you can use it for things like whatever, eating and things like that. We have a similar thing in our games and in a lot of our studios, you can build, you can get points for the total reward system and you can actually use them in Vegas and so we get a continuity of you go, play slots in Caesar's and then you leave, what are you going to do? You can play online in your mobile device. So you take a lot of learnings from physical gaming, brought it to the digital world and you cross-connected. Yeah, and I think the thing that's interesting is the amount of data that we generate. I mean, imagine every slot, spin, every payment, everything that we track to see if the user enjoys the experience, all of that's tracked through our data pipeline. In fact, what I talked about in our current session or one of the sessions that I did was there's a traditional ETL, you extract the data, you transform it, you shape it and then you load it like into a data warehouse in the Vertica. What we built is pointing to a new industry term here calling it the PSTL, you can call Pistol. So it's parallelized streaming of data from like Kafka into Spark into a Hadoop cluster and then we parallelize that and write that into Vertica. So it's kind of an at scale with the volume of data that we deal with. You kind of have to change your ETL model. The good news is that Vertica can handle that volume of data very well and analytics can be run on the back of it. So what's your take on, you mentioned Spark. A lot of discussion, everybody's excited about Spark. We're excited about Spark. We have a lot of internal discussions. Well, there's a little hype. Spark's going to cream Hadoop. A lot of the vendors, the Hadoop guys are like, whoa, slow down. A lot of people are saying, well, Spark, it's early days, it's a couple of years away. You're talking about actually diving by hand. What's your take on this from a practitioner's perspective? Yeah, I have to support the systems that I build. So I'm very careful about what we do. We trust what you say, right? If you're saying it's a couple of years off, we believe you, is it ready for prime time? Yeah, that's ready for prime time. You're using it today, what do you think of Spark? I love Spark. I mean, if you think of the traditional map, I filter, I write to disk, I read, I do lather, rinse and repeat at large volumes of data, especially unstructured data. A horrible stack, we call it. Well, I mean, when you have a lot of jobs running, like we did at Twitter, it was a huge Hadoop stack. Reading and writing to disk all the time, as opposed to a model where you put in the data warehouse and with Vertica with massive parallel processing of reading, the nice part about Spark is it's sort of a better map reduce model and you can have, think of it as like tables in memory across your entire cluster. You can do parallelism of processing the data. We use it for doing the transform and importing the data and then we do massive parallel processing in the Vertica, which is pretty new. I talked about the conference, the data session on that. We'll be talking about it a lot more and giving guidance, but I think Spark is great. I think the confusion is people try to make tools and systems behave in ways they weren't designed for, right? Vertica does a great job as a relational model and doing analytics and joins and it performs way better than any other solution, because it's a columnar store. When you try to do a data warehouse like that in Hadoop that wasn't designed for that, it's not going to do well. So stop trying to make it be something that it wasn't and people did try to do it and they put Hive on it so they had SQL semantics, which is great as a language in consuming the data, but at the end of the day it was running MapRedd's job. Spark has come along, and by the way, it's its fifth year anniversary, so it's not as young as it used to be. We're at the Spark Summit and JPL, a lot of large companies are at Yahoo is using it in a pretty big way, so it's fairly robust. It's just, I think we need to be clear that it's not the replacement for the data warehouse. So I got to ask you guys, you brought Spark, so I've been all over this all day today because it's become clear from all my interviews in theCUBE that we've been trying to tease out Hadoop versus Spark, one's dying, one's winning, and trying to separate the hype. And so it's interesting, when things are dying, they're adopted. So when they're dying, they're usually adopted, right? So when people think something's dead, the hype is dead, but what we're finding is Hadoop is actually in production. We had yellow pages on earlier, he's like, hey, you know, I'm in production. It better not be dead. So the question of Hadoop as an ecosystem, maybe vendors will come and go, but for the most part, Hadoop seems to be solid. Oh, absolutely. I mean, Hadoop's going to be around for another generation. I think that- So is Hadoop dead? No, there's no short answer. I think that if you think of Hadoop as two things, there's the storing of data in HDFS, basically just think of it as writing a bunch of data on disk, on a bunch of disks. And then there's running the jobs to process it, the MapReduce jobs. The MapReduce jobs and the legacy of data that's there will always be there for like large batch operations. Spark is just a niche. No, it's not a niche, I wouldn't call it a niche at all. No, I would call it a, in some ways, it took all the lessons learned and some of the things that were painful in a MapReduce world, where you always read something and write to disk, read, write, read, write, it's just not as performant, and try to bring more of it into memory to do the processing. So I think they'll coexist, just like Vertica will coexist with Spark. So let me ask it differently. Does Hadoop need Spark more than Spark needs Hadoop? Does Hadoop need Spark? That's kind of a hard one to answer because in some respects, I think Spark will, be a better solution than some of the traditional Hadoop jobs that were run. Does Spark need Hadoop, meaning typically you'll have your Hadoop installation and now you can also run Spark kind of because it exists? So in some ways, it needs Hadoop. It definitely needs it for the storage system and for where's my data located. So Spark definitely needs HDFS, a part of Hadoop for sure. Does Hadoop need Spark? I think in some ways it does because they'll coexist the big batch jobs that you already have, and now with other scenarios and other things you can do with Spark, I think they kind of need each other. That's why we love talking to practitioners, right? Cut to the hype. I don't know if you heard Stonebreaker the other day. Yeah, right. He's my idol. That was my bucket. Number one on my bucket list was to meet him. And I told him about my talk and he asked me and he said, well, tell me what your architecture is. I told him about pistol and parallel streaming, transformation loader all the way through. And he looked at me and he said, you're doing the right thing. So I just ran away because once he tells you, it's on the right. But it's amazing. And his key note, he threw everybody who has anything to do with marketing under the bus. Then he threw all the geeks in the audience under the bus and everybody said, we love him. Yeah, that was great. He just tells it like it is. He makes you think. I love, he did a talk one time. It was called, everything that they taught you in school about relational database management systems is wrong. And he did the talk as an invited speaker to some grad students or something. So I can just imagine the look of the teacher's face to say, wait a minute, I'm teaching these. Who invited this guy? He just says it like it is. Like Hadoop is good for nothing. But what he means is not good for the things that people are trying to make it. Once your tool is a hammer and you start to think everything looks like a nail, I think that's where things go wrong. But like Bill from YP, he was on a panel that we were on. He absolutely uses it in the right scenarios. And he's starting to use Spark as well for different use cases. Which I think for in-memory distributed datasets and processing memory, kind of think of it as like in-memory tables and doing transforms on it and then getting it into Vertica from there, it's a great solution. I think it helps Vertica a lot because it gets more data in. Yeah and then they can perform and use their performance levels and it's a coexistence. I totally agree. I think there's a lot of coexistence. We're moving from this old mutually exclusive role. I have this, therefore I can't use that. Seeing a lot of startups use Vertica, I mean venture-backed startups. It's not a zero-sum game as Bill Clinton would say. Yeah, I mean when you have a Tier 1 BC investing real money in a startup, ex-Google, ex-Apple, these kinds of pedigree, they know their stuff and then they have experience of scar tissue. Again, they're building the future because they're living it. They're using OEMing Vertica. That never would have happened 10 years ago. I agree. I think in our model, so we ingest data into Kafka. It's a great model. Kafka is very robust. It's being used by LinkedIn. It's been used by Twitter at scale. So as you're streaming in data in parallel, we use Spark into Hadoop. We don't use Hadoop to run map-reduced jobs, to be honest. We use Spark to ingest that data in parallel. So it's the HTFS who's storing it on? Exactly. For long-term cold storage, it's going to be slower than Vertica, so we're going to put old stuff there. That's okay. We transform it in memory and in parallel and then we write it into Vertica and parallel, which is kind of neat that we're sharing some new information about how to write into Vertica and parallel and Vertica announced that they're going to make the hash available that makes all this happen. It's kind of more on my GitHub wiki about it. But having the data warehouse and having that entire pipeline and be able to process the data, there's a total coexistence from the kind of queuing the streaming to the doing stuff in memory for transactions and then putting it into Vertica for analytics. And so, yeah, there's an absolute. What's happening to the analytics piece of that pipeline? A lot of the analytics is highly customized today. Colin talked about the ERP days that used to be highly customized and it became packaged. Will analytics and big data analytics go the same route so I think the field of analytics and analysis and business intelligence as we know it and going towards more of the data science is literally just at the infancy, even though we've done so much with it. We look at analytics across the entire pipeline. So traditionally you're going to do some analytics in your data warehouse in Vertica, but if you have all data you want to merge with that, so you're going to do some of it more kind of in our sort of middle tier in this kind of Spark HDFS model, but also as it's real time streaming. So imagine this, you'll do models and learning using all of your Vertica data, right? And all of your old data that you do, user behavior, et cetera. And then what we want to do is use that to get as close to the user experience as possible. So as the data is coming in from the game and they're streaming, we can see what the behavior is, compare it to the models from machine learning and actually then feed it back to the game as near real time as possible so we can even shorten up the loop from one week of turnaround to actually dynamically changing the game based on what they like. That's the field of predictive analytics and taking it to the next stage. That's as close to real time as you can get in gaming. And that's what we're trying to do with the analytics is get more predictive analytics, more prescriptive analytics, and that field is just exploding and the amount of data that processes. And much tighter to the app. Absolutely, and it's all about the user and the user behavior and that's what we're pushing that envelope on in the game industry. And again, the feedback is critical for you guys because it's either they leave the game and you can see where they drop out too.  Absolutely, in fact, there's a whole game economy around this because it's virtual currency. So imagine like the U.S. economy, we have inflation and deflation.  So to manage that as well. Deflation going on, let's change the game. Exactly, we can't just print more currency. It's not like the U.S. government. I told my son is now 20. Multiplayer gaming is really going to be the future of work. If you look at simulations of gaming, it truly does represent, I mean, it's a virtual space. It's not virtual reality like Oculus Rift or Second Life, but it's virtual. There are a lot of parallels, yeah. In fact, at the keynote, Poppy talked about the parallels of gaming and user behavior and training each and life in general. And yeah, there's a lot of, I find it fascinating. That's what brought me to the gaming. Jeff, thanks, Jack. Thanks so much for coming on. Really appreciate it. Give you the final word. Share with the folks out there this event because I mean, we've been here for three years, so we've been saying it, but in your own words, what's going on here? What's so special about this event? I was just telling Judy, who is kind of one of the coordinators here. I was here last year, been to a lot of events, like Park Summit and many, many, many other events, mostly technical events, of course. By far and away, just being honest, this is the best event that I've ever been to. I came back again this year because I wanted to speak about the PSTL architecture, of course, and Vertica. You can't, there aren't events like this where you can actually talk to developers. I mean, that's why we kept, the price of admission, that's worth it. You can literally talk to the Vertica developers, get the internal information that you just can't get anywhere else, and you can tell them your problems, you can, we're working on things with so many other teams. Actually, the Vertica Spark connector, we're working with Vertica on that as well, so to be able to have this opportunity to actually share, and of course with people of like-minded people in the big data space. No heavy sales, no scripts, all authentic. Well, the thing, I'll tell you what, the thing I love as well is that I was on a panel and HP and Vertica are perfectly fine with us just saying it like it is. These are the problems that we had in your product and they're like, fair enough, we'll work on that. So, it's not a, it's just unfiltered, like Stonebreaker. Yeah, that's why I love it, right? It's just like, it goes back to the roots. I spent nine years at HP back in the 80s and 90s when Bill and Dave were, I remember meeting them at one of my employee orientation. It's in their DNA, in fact, their product guide was like an engineer manual back in the day. They were a very engineering focused company. Yeah, it shows. And to me, it's back to the roots for them and I think this is a shiny example of the HP way, Dave. So, it's really, congratulations to Vertica. So thanks for coming on theCUBE to sharing the insight on what's going on in the gaming and the architecture. We love peeking under the hood because, and certainly gaming's hot. Thanks so much. It's a cute live in Boston. We'll be back after this short break.