How He Turned Over $1M in Debt Into a Sold-Out Show | Jesse Cole

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October 2015. Jesse Cole walks into the stadium and the phone lines are cut.

Internet cut. The old team took everything. Nothing left.

He and his wife had already gone over a million dollars into debt to be standing there.

Then it got worse. They sold two tickets in the first few months.

January comes and the money runs out. Emily turns to him and says they have to sell the house.

So they sold it. Emptied the savings. Went deeper in.

Made every ticket $15, all-inclusive, no fees. First night they burned through 10,000 pieces of meat in an hour and fans waited three hours to eat.

They kept going anyway.

Jesse learned one word from Walt Disney that runs everything he does. Plussing. Never stop improving the show.

So he photographed his own crowd every 30 minutes. And he found the thing nobody in baseball wanted to admit.

At the two hour mark, fans start walking out. Every night. No matter what.

That one discovery is where Banana Ball was born.

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