Ep #27-Behind the Barricade: Life as an Elite Security Professional

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From the streets of Indio to the Grammy Awards and beyond, David Villarreal has crafted an extraordinary career in elite security services. As founder of Libertas Protection Group, David has protected some of music's biggest stars while building a business that stands apart in the competitive security industry.

Growing up in the Coachella Valley and serving in the military gave David a foundation of discipline and resourcefulness, but it was his tenacity and bold decision-making that propelled him forward. After working security at the Coachella Music Festival in 2008, David steadily built connections in the entertainment world, eventually becoming a trusted protector for major touring artists and high-profile events.

What makes David's approach unique is his emphasis on preparation and prevention. Behind every successful event is months of planning - developing Emergency Action Plans, coordinating security teams, and anticipating potential threats. "If somebody physically touches my client, I look at it as a failure on my behalf," David explains, highlighting the proactive mindset that has earned him his reputation.

Libertas Protection Group doesn't compete on price but on quality, employing primarily veterans and former law enforcement officers with real-world experience. This approach creates not just a security team but a community where younger professionals can learn from seasoned experts. David's entrepreneurial journey exemplifies the freedom that comes from building something meaningful on your own terms.

Whether you're interested in the security industry, entrepreneurship, or simply interested in hearing an inspirational local success story, David's journey shows what's possible with determination and vision. As he puts it: "Be humble, bust your ass, and never let anyone tell you that you can't."

Episode Transcript

Speaker 1 (00:00):
Welcome back everyone .
I'm Robert Mraz.

Speaker 2 (00:02):
And I'm Fina Mraz.

Speaker 1 (00:03):
And this is CV Hustle , the podcast dedicated to
promoting entrepreneurship herein the Coachella Valley, and we
try to bring you nothing but thebest entrepreneurs here in the
Coachella Valley.
Today's episode is going to beno exception, because today's
special guest is a guy I go wayback with, but he's now top of
the food chain in the securityworld Mr David Villarreal from

(00:24):
the Brutas Protection Group.
Thanks for coming in, my man.

Speaker 2 (00:27):
How are you?

Speaker 3 (00:29):
Yeah, good, good to be home.

Speaker 2 (00:31):
I know I mean we've been trying to book this guy
forever, Been chasing this guyforever, but he's been on tour
with some of the biggest starsfor the last six months, but you
know, he came home, so wegrabbed him and brought him into
the studio.
So thanks came home, so wegrabbed him and brought him into
the studio.

Speaker 1 (00:47):
So thanks for coming in, man.
How do you guys know each?

Speaker 3 (00:48):
other I forgot.
Oh, we go way back.
You want to tell a?

Speaker 1 (00:50):
story.

Speaker 3 (00:51):
I mean, I want the real version, so you tell me
that's true, so we were actuallybobby and I were in the same
kindergarten class, yet what?
Yeah?
So if I remember right, it waslike me, you and Ryan.
Yeah, we used to hang outtogether all the time?

Speaker 1 (01:06):
No way, yeah, that's right.

Speaker 3 (01:08):
And then, growing up, we played football together,
played sports together.
You played.
Indio yeah.

Speaker 2 (01:13):
Okay.

Speaker 3 (01:14):
My freshman year I didn't play because I wanted to
be a bad boy instead of afootball player.

Speaker 2 (01:20):
Yeah, that's okay.
It's time to do it.

Speaker 1 (01:24):
We all live and learn as long as you get out of that.

Speaker 2 (01:26):
So Bobby's mom and dad sent me a little video of a
kindergarten class and Bobby waswanted to be a doctor.
Are you in that?
Are you in that?

Speaker 1 (01:36):
Yeah, I don't remember David being all these
little kids.

Speaker 2 (01:40):
I mean you were in the class, but I don't recall
you on the video.

Speaker 1 (01:41):
Yeah, I don't know, kids, I mean you were in the
class, but I don't recall you onthe video.

Speaker 3 (01:44):
Yeah, I don't know, but yeah, we were in
kindergarten together and then,like I said, we just kind of
like always went to schooltogether.
Yeah, and we were always playedsports together and shit.
And then you know, and shit,sorry, yeah, and then your
father-in-law coached us on oureighth grade years.
That's right, coach, randy.
That's right.
Even when he was pissed, he wassmiling.

Speaker 2 (02:02):
Were you a little Raider.

Speaker 3 (02:04):
No 49ers oh 49ers, that's right.
Indio 49ers.
Bobby had a number 75.
Did I?
No, why?
Who had 75?
No, what did you have?
I was 45.
Okay, what does 75 mean?
Well, it's because at the timeI was a big Howie and then I
think I ended up getting 99 andI stuck with like 99 from that

(02:27):
point on.
Yeah, I think that looks better.
Yeah, Anyway, but you know 75 iskind of blocky, yeah Well, you
know it was crazy as I ran intohow we long at a um with
Superbowl and like I get in theelevator cause I'm like going to
get do something, I get in it,it's packed, you know, it's big
guys and another nfl players.

(02:47):
I kind of get the doors likeright here so I kind of got to
tuck in behind the door so I canget back.
And I look back and I'm likehow you doing howie, howie, long
bro.
I was like oh my god, yeah, itwas pretty cool moment.

Speaker 1 (02:57):
That's a trip man, yeah all right.

Speaker 2 (02:59):
So I have a question so you, so you grew up in the,
in the valley india, and then,and then, what like what.
Where did what ended uphappening?
Where so you?
So you grew up in the, in theValley Indio, and then, and then
, what Like what.
Where did what ended uphappening?
Where did you?
Where'd you go?

Speaker 3 (03:09):
So I grew up here in.
I grew up in Indio, Me andBobby, literally you know.

Speaker 1 (03:14):
West side Indio.
Right yeah on West Indio.

Speaker 2 (03:17):
Let me take it back real quick.
Okay, go ahead.

Speaker 3 (03:32):
How in the hell do?
Okay, so my first wife.
Oh okay, virginia.
Yeah well, rick was always whenI met Rick he was crashing on
Ben and Debbie's couch alwaysyep, he was always couch surfing
and that's how I met Rick andso, when you know, he was always
there and basically, like youknow, he was always in and out.
Then he joined the army, that'sright.
And then when I joined the army, he was recruiting at the time
and so, like I stopped on my wayout, we stopped in texas and

(03:53):
then we stopped.
I stopped there and then I wentto north carolina and then on
my way back, he was still in, hewas just wrapping up recruiting
duty, and I stopped to see himagain and then fast forward like
we've always just stayed intouch.

Speaker 2 (04:05):
Yeah.

Speaker 3 (04:05):
And now, with the company you know, he's retired
from the army and you know he'sgot, you know all the other
things that he does too, and hecame.
A lot of the guys that come outto work with us don't even need
to work Right.
A lot of them come out becausethey're retired law enforcement
officers, retired military guyswho you know, you're used to
that, you know camaraderie,working in teams and so on and

(04:26):
so forth.
So some guys they just miss itand come out to work just for
that.

Speaker 2 (04:34):
Like Rick, I bring him out, because I mean, you
know, he's always a good time.

Speaker 3 (04:36):
He is just loud and fun and everything.
And I use him as a breaker,like to break people, because he
just keeps everybodyentertained the whole day and
just he's.
His smile and his laugh isinfectious.
You know what I mean.
So it keeps the guys having funas well too.

Speaker 2 (04:50):
And he'll sing you a song.
And he'll sing you a song.

Speaker 1 (04:54):
Back to West Indio.
So I mean I, you know we grewup together but I don't really
know, like your whole story onhow you became, like you know
who you are into, who you aretoday in terms of like from
professionally.
So take me back, take me backto so you know, I know you.
You, we graduated high school,what, what was the path at that
point?
What did you foresee at thatpoint for yourself?

Speaker 3 (05:15):
So I was a young dad, I was a teenage father.
I had my son when we wereseniors in high school and then
I waited till my son turned ayear old and then I joined the
army.
Just I wanted to get a, youknow, a start on life.
My dad did it and I didn'treally want to go to college, I
want to go to work.
And then I was working at agrocery store at the time and I

(05:36):
didn't see myself.
I mean, I could do it, couldhave done it, but I didn't see
myself like 20, 30 years.
So during the army, with theintent that I'm gonna get a tech
type job so that when I get outyou know technology right,
because at the time this isyou're talking about late 90s
when you know informationtechnology is just just taking
off, yeah, we were in schoolwhen, like you know, I remember,

(06:00):
when the kinto was first built,we were like the the newest
technology in the whole desertand we had to but we still had
to like sign up just to go geton the internet in the library,
you know, dial up with the toneand all that you know entirely
different world Right.
So fast forward.
I got out of the military and,um, you know, was didn't really

(06:23):
didn't really find an interestin the information technology.
I didn't really, didn't really.
It wasn't really something thatappealed to me.
I was like I don't know, Idon't like numbers and stuff
like that.
So I ended up kind of justgoing into construction.
Let's go work for a drillingcompany, a water well drilling
company, out here in Coachella.
The money was we were doing alot of prevailing wage jobs.
So if you know anything, aboutprevailing wage.

Speaker 1 (06:44):
Yeah, the money's really good.

Speaker 2 (06:45):
That's all he does is he has a lot of prevailing wage
jobs.
Clients, yeah.

Speaker 3 (06:49):
Exactly so, yeah, and then when it's not, it's not
Right.
You know A little robust, right?
Yeah, exactly so.
We did a lot of stuff like thatbecause we did a lot of wealth
for public entities which my dadworked for okay my dad retired
from them after like almost likeclose to 30 years, um.
So my thing was I was like I'mgonna get do just my dad, get

(07:11):
out of the service, work acouple jobs, then I'll end up at
CBWD, which I eventually did.
And then, um, I picked up aco-worker in a body slam in the
middle of the street.
I'm not proud of it ultimately,you know, but it led you to
where you are today, where I amtoday but I picked up a
co-worker in a body slam in themiddle of the street.
I'm not proud of it Ultimately,you know, but it led you to
where you are today.
It led me to where I am today,but, you know, long story short

(07:31):
is, you know, now I could laughabout it, but it was probably
one of the most embarrassingmoments of my life, because not
only did I have to like explainto my wife at the time that, hey
, this house that we're tryingto get, we're not gonna be able
to get, because I just got firedfrom probably what could be one
of the best jobs I'll ever get,at which I thought at the time
who?

Speaker 2 (07:47):
who was it a friend?

Speaker 3 (07:49):
yeah, oh no, it was a co-worker, oh it was a
co-worker.
Okay, okay, so it happened atwork on the job site got it um
fast forward.
I was young, you know.
Stupid, yeah, and aren't we all?
I kind of like backed myselfinto a corner because while I
was there at cbwd I got my umworship driver's license right,

(08:11):
but after that I kind of had alittle bit, a little bit of a
spiral and I got a dy so whichmade my cdl yeah, oh my god.

Speaker 2 (08:21):
So there was a one thing that got me.

Speaker 3 (08:23):
So I I went back to the first job, drilling wells.
I went back there and I gotfired Well, not fired, basically
got demoted, because they werejust like there's nothing you
can do.
So when I got demoted, I gotinto a confrontation with my
team leader and they left me upat the shop in Hammond.
They left me up at the shop inHamm, me, and I had to get a

(08:46):
ride back.
You know, basically I got fired, um, so I forced myself into a
position where I had to fend formyself, right, right.
So, again, all that stuff beingsaid, that you know happened
over 20 something years ago.
Um, I was young, I was wild andimmature.
I realized that, like, nobody'sgoing to hire you, dude, so you

(09:09):
got to figure something out.
So I tried a bunch of different.
You know um ideas.
People that know me, they likeknow, I like tried.
You know selling t-shirts.
You know custom shirts, youname it.
I've done it Right, um.
But then I got um, um, mybrother-in-law hit me up, says

(09:30):
his buddy had the contract forthe?
Um, the security for thecampgrounds there at coachella.
This is uh, oh, wait.
And I was like, well, yeah, 10bucks an hour, 12 hour days, 30
days of work.
So I'm like, okay, cool, 120times 30.
You know, do the math.
Sorry, went out and did it andthen um was still doing
construction at the time.
So I would go do that at nightbecause I would work over nights

(09:51):
.
During the day I'd go dohandyman stuff or whatever and
then, like fast forward, twoyears later I was one of the
security directors for thefestival.
There's a lot of other stepsthat happened in between that,
but you know, just kind of keepthe story short.
Um and then we got an hour well,depending on what you want to
talk about.
Excuse me, then, moving forwardfrom there, just from you know

(10:12):
the exposure being at thefestival and billing being the
person who's always dealing withthe incoming bodyguards, who's
dealing with the people who needthe information.
I was the one who was basicallyum on the ground gathering this
information and when peoplewere coming in to do
walkthroughs they'd come talk tome, so it kind of got me
plugged into networks.

Speaker 2 (10:30):
Wait, how many bodyguards are coming in?

Speaker 3 (10:33):
For the festival?
Yeah Well, depending on howmany artists you have, and then
some people have more than one.

Speaker 2 (10:37):
I was going to say does every single person have a
bodyguard?

Speaker 3 (10:40):
No, not at all.

Speaker 2 (10:48):
Some people have more than one.
Okay, all right.
And then so like when they comein, does, does everybody?
Do the artists have like theirown little spot?

Speaker 3 (10:53):
I guess they do right , depending on where they're
performing at.
Yeah, they have their ownlittle, they have an artist
compound and then they havetheir own, uh, individual
trailers.
So that's why sometimes, if yougo back there, um, you'll see,
you know, security guys standingin front of the trailers,
they're not just regularsecurity guys, you see in the
uniforms, nine times out of ten,usually wearing black or
something like that right, andthey're private security for the
artists, correct.

Speaker 1 (11:10):
Yeah, so you kind of coachella was kind of your door
into that world, I mean, becauseyou're ex-military so you kind
of already had a background inand some of that stuff right.

Speaker 3 (11:19):
But you but coachella's festival kind of was
your, yeah, I mean the militarystuff looks great on the resume
and you know, obviously youknow there's a couple of things
that it shows.
It's like you know you couldtake a kid off the street, teach
them, train them how to doanything Right, but it doesn't.
It doesn't really a lot of itdoesn't really correlate to what
I do because, again, I wasworking telecommunications while
I was in the military.
Now you know, totally.

Speaker 1 (11:49):
Now you know totally different, but again, the
discipline you know, you knowknowing how to, you know take
care of yourself while you'reliving out of a bag.
You know things like that.
Yeah, I mean, there is somecorrelation there, right?
Yeah, so Coachella Fest 2008 to2010,.
You're kind of working your wayup through the security thing.
And then, how did so?
When did it become evident thatyou kind of, hey, I can do this
for myself?
And then, how did so?
When did it become evident thatyou kind of hey, I can do this
for myself, I don't really needto work for somebody else?
Like, did that kind of?

Speaker 3 (12:07):
happen organically, or does that something that you?

Speaker 1 (12:09):
just wanted to do always.

Speaker 3 (12:10):
No, it kind of came organically because of the way
the industry kind of works is.
A lot of guys are independentcontractors, right.
So, especially up in LA, I wasa small fish in a huge ass pond
going up there in L to LA, but Ihad a guy who that kind of out
here, brought me into it.
Sorry, putting me on theforefront of all these different
events, again making me thepoint person for people that are

(12:33):
coming in.
Everybody's got to get come tome through, get gather
information.
So not only am I making thosecontacts but I'm also learning a
lot about the job on both bothsides.
So, again, those contacts, butI'm also learning a lot about
the job on both both sides.
So, again, the festival's fedinto or got me started.
But, um, I've been doing andrunning events and consulting

(12:53):
and managing events in the laarea for I mean since 2010.
yeah so I mean so almost until15 years now, yeah 15, 16 years
now, and then um that, becauseof the festival background, kind
of fed into the consultingmanagement I do for festivals as
well.
So there's multiple things thatI do personally and then

(13:14):
there's things that the companydoes as a whole what do you mean
?

Speaker 2 (13:17):
consulting like what?
So it's another like justbranch off your business yeah,
yeah.

Speaker 3 (13:22):
So essentially like let's say for example consulting
is.
I have um.
I just finished a, a festivalout in the hamptons right two
weeks ago.
Part of the consulting is, inparticular, particular that
festival.
I was brought in to oversee thetwo existing security companies
that they had as theirproviders for the festival right

(13:42):
, and then so not onlyoverseeing them but overseeing
the plan that they, that they,had as their providers for the
festival right, and then so notonly overseeing them but
overseeing the plan that they,that they, developed, um being
the liaison between the securitycompanies in the festival
itself, and then after, afterthe fact, or after the, uh, the
festival itself, I go throughthe entire bill and then,
basically, you know figure outwhere, you know where to charge.

(14:07):
Yeah, if there was 10 guards,you know they're charging for 10
guards for 10 hours wherethey're 10 guards in 10 hours in
these particular areas, so onand so or were they out there
partying?
right, exactly, so that's reallyyeah, yeah okay, so, um, but I
am the overall and then I havemanagers that go out and
basically they oversee areas, sothey report back to me.

Speaker 2 (14:25):
it so when you say, when we go over the plan, like,
what is the plan?
Is it like?
Hey, is it like a footprint ofthe, of the festival itself?

Speaker 3 (14:36):
So what we do we're part of the consulting as well
is what we create as a EAP rightEmergency Action Plan.
So in the Emergency Action Planyou got maps, you got CAD
drawings, you got emergencycontact information, what to do
if this, what to do if that, soon and so forth.
You know, it's basically it'sthe answers to everything that
could go wrong.

(14:56):
Everything that could go wrong.
We provide the answers to.

Speaker 2 (14:58):
Well, who's doing that, who's doing what, who's
doing the?

Speaker 3 (15:01):
CAD and the.
So the CADs are usuallyprovided by, let's say, the
festival right.
So we don't do any of thatstuff.
Yeah, because they have plansyeah we request it so that we're
able to look over it and figureout okay, let's just say the
stage is 60 feet wide and let'sjust say I put one guard every
10 feet.
So now I know, okay, withouteven having the setup, I already
know okay, without even havingthe setup, I already know, okay,

(15:22):
I'm going to need six guardsthere, Right, and you know,
that's kind of the way it works.
So that's what we use the catsfor, and then, additionally,
it's to be able to dropemergency evacuation plans.

Speaker 2 (15:34):
So, like the festival you just did, how long does it
take you to plan?

Speaker 3 (15:42):
Well, that one in particular.
They brought me in late um, butusually I mean it could be
anywhere from six to four monthsdamn of there's.
You know, because you'redealing with permitting, you're
dealing with, you know well,this is what they want to do.
And now you know the city aresaying, no, you can't do that,
you got to do this and you gotto move to this location.
So there's a lot of otherthings that go on into the
politics of all that kind ofstuff I don't really deal with,

(16:04):
but that's.
I mean I'm including it on allthe meetings because you know,
you got to know the obstacles.

Speaker 2 (16:08):
They're going to be coming up later yeah, that's
what I figured, like it's, it's.
You got to do some planning, sowhen you said this one was a
rush, do you charge a rush fee?

Speaker 3 (16:18):
I mean, we do no I just chose not to my business,
basically right same here.
Basically, I just chose not totake on parts that they wanted
me to take on.
I just I don't have.
If I feel I can't do it to thebest of my ability, I will say
no, I can't do it, I'm not goingto take it on and then fail.
Right, it's better for me justto say no, I can't do it.

(16:38):
So there's another festival wewere brought up for, or we just
got contracted for, to run thestage, backstage barricade and
then overall incident command,and then plus canines.
They brought us like theyliterally brought us in two
weeks ago, and the festival wason the 18th or, excuse me, the
19th and 20th of July.
That is super late.

(16:59):
So they wanted me to overseethe entire festival.
I said no because I don't haveenough time to prepare to do it
properly right so we're onlygoing to stick to particular
areas that we know we're fullyprepared to take care of.

Speaker 2 (17:10):
The hell, do you need canines for well?

Speaker 3 (17:15):
no, I mean because you have to think about what's
going on drugs.

Speaker 2 (17:18):
Well, no, they're not sniffing out drugs not drugs at
all.

Speaker 3 (17:20):
Think about what's going on in the world right now
domestic terrorism, terrorism ingeneral oh, okay, yeah, moms,
yes, okay okay, got it thosekinds of threats.

Speaker 1 (17:30):
So speaking of that, like in your emergency plan,
what do you guys look?
I mean, we all rememberwoodstock 99 was like a big riot
and so are you guys likepreparing for like worst case
scenarios where there's like ariot in the crowd and people are
just going crazy?

Speaker 3 (17:43):
We discuss all those things and there's in the case
of this incident, and this ishow it flows, and then also you
have your incident flow chart,right when you're, like you're
talking about, okay, well, whodo we inform first?
If it's a fire, they obviouslycall the fire department.
If you know it's somebody gotpunched in the face, we're going
to call, you know, police.
Now the person was punched inthe face so that now there's an

(18:04):
injury, so we have to call fireas well.
Like you know those kinds ofthings, who do you call?
And these the EAP usually getssubmitted to, like the city or
whoever the permittingjurisdiction.
Jurisdiction is we submit thatto them.
They will approve it.
More of it has to do withliability.

Speaker 1 (18:20):
That's true.
I mean, everything's aboutliability For these guys, for
these big corporations.
It's just all about coveringtheir ass right.
That's exactly why.

Speaker 2 (18:28):
Okay, I have another question.
So you said you're in theHamptons.

Speaker 3 (18:34):
Do you take your own guys, or they've got guys and
you've got to work with theirguys.
So usually I'll bring my ownteam right, but just managers.
Not because, let's say, forthat festival there was 100, it
was staffing.
Call 125 guards.
Yeah, I don't have 125 guardsin new york, right, but I bring
my management teams.
The reason why I bring mymanagement team is because I
trust them and I know what theirwork is, that I don't have to
go around to every single placeand count okay, there's 10 here

(18:56):
and there's 20 here, because 125guards.
How am I going to do that allday counting guards?
Then I can't concentrate onactually overseeing everything
where I'm just sitting therecounting guards, where I bring
my managers in.
Let's say, I have a manager whooversees the front, the front
entrance.
I have a manager oversees thebarricade and the stage itself,

(19:16):
and then we have guys whooversee artist protection and
let's just say, in particular,we have certain VIP areas that
are brought to you by this Idon't know town, nightclub,
somebody who will watch overthose areas.
Then the guards, they staffthat, usually security companies
.
They have their own supervisors, but they're there to make sure

(19:37):
that they do the job, becausejust because they're coming out
to do a festival.
These festivals don't happenevery single day.
We're not talking about major.
This was in the happen, so it'snot like this festival is
happening every single day.

Speaker 1 (19:49):
In LA.
Right, you got, guys, you gotfestivals.

Speaker 3 (19:51):
You got guys doing this every single day.
They're doing three, four, fivedifferent events every single
week right out there.
It's a little bit different.
So we got to bring in peoplewho have experience to kind of
like basically you're, you'recoaching, they're training right
, right on the spot training theguys on the yes some guys may
know, but you're, you're a lotof.

Speaker 2 (20:08):
It is just like coaching these guys how to do
the job for the next 48 hours Iwas thinking about what the hell
I was going to ask you and Ihad some funny, funny stuff.
One of the questions was whatif you get there, you like they
give you these guys right,you're overseeing these 120 guys
, or whatever.
What if, like, 50 of them arelike 75 years old Right, no

(20:32):
offense to old people, butseasoned?

Speaker 3 (20:35):
There you go.
Yeah, seasoned.
So let's say in that there'sreally not much you can do.
But when we ask, when we makerequests, we can't say don't
give us old people.
We ask for able-bodiedpersonnel based on the location,
so like, let's say, like, inparticular, the barricade, we
want bigger people.
Yeah for sure, actually, who canactually pull somebody over the

(20:57):
barricade if they had to, yeah,right.
So I will say we needable-bodied people who can lift
x amount of weight.
You know, I will be specific onwhat we're looking for, not
male or female, but justspecifics on those kind of
things, because I can't next,you know, you, you show, well,
you just said so, you just saidsix guards, well, able-bodied

(21:17):
guards.
Now, if I say, okay, well, thisis just a door that goes to the
back kitchen and here we canhave a generic guard, right,
yeah, just, I just need a bodythere, okay, so, um, but a lot
of times I don't really dictatea lot of the staffing, um,
unless it's particular areasthat are sensitive, like like a
VIP area or artist entrance orartist compound things like that

(21:40):
, or stage Other things.
It's like I don't care aboutthe guy, I don't mean that in a
bad way, but I don't care whoyou staff.
On the port-a-potties, right,the entrance, port-a-potties,
you know what I mean.
A lot of that stuff is just,again, liability.
We got to have a certain amountof guards for a certain amount
of people that are there at thefestival or show or whatever.

Speaker 2 (21:57):
It is Insurance man I have another dumb question, so
stop me now.

Speaker 1 (22:02):
Go ahead, you're on a roll.

Speaker 2 (22:04):
Okay.
So say you're here in theCoachella Valley or you're close
, and you see a big dude, do yougo?
Hey, here's my card I could useyou.

Speaker 3 (22:13):
Believe it or not, I give my number out to a lot of
guys, see, and while I'm on tourI get a lot of guys' numbers.

Speaker 1 (22:26):
But what it is is again.

Speaker 3 (22:28):
I recruit guys when I'm at the gym.

Speaker 1 (22:33):
It's a good training ground.
Right, You've got to be alittle bit looked apart, man.

Speaker 3 (22:37):
There's a certain aesthetic that I want to be able
training ground, right, I mean,you've got to be a little bit.
It is because also, too likeYou've got to look the part man.
There's a certain aestheticthat I want to be able to have.
Right, there's a certainaesthetic that I want for my
company.
Right, I like to think I'm inpretty good shape for being a
46-year-old man, so I want those, that team that's around me, to
have the same aesthetic.
Otherwise then we all don'tlook alike, right, you know,

(22:59):
standard that, yeah, it's a team, it's a standard.
There we charge top dollar.
I tell people, don't come to usfor the best price.
I'm telling you right now, yeah, you go down the street yeah we
don't offer you the best prices.
what we offer is the bestservice.
We offer you and top levelpeople who have been through
conflicts and confrontations inreal life and are battle tested,
battle proven.

(23:20):
What does that mean?
Meaning that they've beenthrough some shit?

Speaker 2 (23:24):
Ooh, a lot of the guys, the guys, okay, not the
artists, okay, okay.

Speaker 3 (23:28):
So what I'm talking about is the people that were
provided.
So then, got it, got it.
You're offering them somebodywho's experienced that if
something did really go south ina bad way, this person's not
gonna be like, they're not gonnabe running, I'm just a big guy
and like, oh shit, I don't knowwhat to do.
No, these guys have beenthrough a lot of more combat
veterans got it.

(23:48):
Or former law enforcementofficers who literally are out
there fighting every single day.
So you know, those are the kindof people that we like to bring
to the table.
So just because, yeah, you're abig guy doesn't mean that I
want to hire you.
It means you have a certainaesthetic.
I'm able to be able to use youfor certain things, but as far
as, like, for the personalprotection, that stuff takes
years of training, years ofknowledge and a lot of instinct.

Speaker 1 (24:12):
Right, yeah, I mean we'll come back to that veterans
piece, but I think you guys aredoing a real good job with that
, so okay, so we got to about2010.
You're out in LA.
No-transcript kind ofhighlighted some of the work you

(24:44):
were doing out in la with withsome of those, uh, celebrities.
So at that point, were you justcontracting or were you on your
?

Speaker 3 (24:50):
own.
Yeah, so at that point Istarted a consulting company
already by that point, which was, uh, the vc group.
Um, but it was just me, andwhenever I would need
additionals then I would youknow, bring in other guys right,
yeah, temporary and then, butagain, like the way everybody is
that that does this.
Most guys are freelancers.
So you know, I got fivedifferent guys who all have

(25:12):
their own company.
Right, we go, we do an eventnow.
You got an event coming onlater.
Hey, like, I need like two moreguys.
What are you doing later?
Oh shit, well, I ain't doingnothing, right?
All right, cool, come on.
And that's the way it kind ofdeveloped, right.
So with that, doing all kindsof different events, basically I
ended up, um, the guy whobrought me into the business at

(25:32):
the time.
He was, he was touring back andforth, right, but doing events
and going on a lot of what I doright now and he got a
basketball player as a clientand basically the basketball
player hired him full time.
And so, because he hired himfull time, I was kind of popping
back and forth with ZiggyMarley at the time, wow, and

(25:55):
which you know.
If you know any website group,we would be all starstruck
Within our group.
We're going to be allstarstruck Within our little
friend clique.
We're going to be allstarstruck.
Reggae reggae.

Speaker 1 (26:02):
Oh yeah, that was us growing up Reggae realty man
yeah exactly so, going like2011,.

Speaker 3 (26:10):
I started doing shows , right, but like being as like
a number two, and theneventually I ended up becoming a
number one on that because thisguy got hired by a basketball
player full-time, and so by 2012I was all I was doing was
touring, and by I would say, ohyeah, by 2012, pretty much

(26:34):
that's all I I did.
I wasn't doing anything inbetween that Like cause I was
just staying so busy.

Speaker 1 (26:39):
You're just doing private security for celebrities
.

Speaker 3 (26:42):
Right.
Well, primarily in the musicindustry, just traveling and
touring.

Speaker 2 (26:45):
Okay.
So when you say you're on tour,are you, are they paying for,
like, where are you sleeping?
A bus or a hotel and who'spaying for that, or is that all
like in part of your contract?

Speaker 3 (26:55):
so they, they take care of all my lodging, take
care of all my travels somenights we're sleeping on tour
bus.
Some nights we're sleeping onhotels.
Some nights we're sleeping inhotel lobbies, yeah it all
depends, and or sometimes youjust catch the sleep where you
can?
You know what I mean.
Like um, you know I've hadnights where you know, the party
don't stop.

Speaker 2 (27:15):
Yeah, because I was like that's what I was thinking
do you, you know, are youcontracted for so many hours,
like, or how does that work?

Speaker 1 (27:23):
is it per?

Speaker 2 (27:23):
job right.
So state of california is.

Speaker 3 (27:27):
You know, it's weird, right?
So, like, technically, we'resupposed to pay by the hour,
right, we can't pay day rates.
But also, too, in my line ofwork, you know, I'm supposed to
get breaks over time, right, anddocument all this stuff, right,
not to say that I don't stay incalifornia, but uh, it's.
How do you, how do I tellbobby's guarding you and bobby's

(27:51):
like, hey, sorry, but I gottatake my 15, right, I gotta go to
the bathroom.
No, no, no, he's gotta take his15.
And I'll be back in 15 minutes.
What do you tell him?

Speaker 2 (28:04):
Can I go with you?

Speaker 1 (28:04):
You tell him no, I forget we're asking Fina.

Speaker 2 (28:09):
Can I go with?

Speaker 3 (28:10):
you no, but I'm saying we don't have the luxury
that we can do that, or Bobby'slike hey, I got to get my 30
minutes in, you know what I mean, like I get to take my lunch.
It's not, it's not feasible inthis line of work.
So, you know, you got to workaround a lot of things like that
, yeah, but, um, a lot of theway that we work is you know,

(28:31):
you're, you're on from one dateto another date.
So basically, the way we billis door to door the day I leave
my house.
If I left my house today at11.59 pm, I'm charging for today
.
If I return tomorrow or nottomorrow, the following day at

(28:54):
12.01, I'm charging for that dayas well.
Nice, so it's from the day Ileave to the day I return home.
Um, again, it balances out,because there's some days where
I'm working I haven't slept intwo days, oh you know.
And then there's other dayswhere I'm in a city three, four
days and I haven't done nothing.
I mean I'll go out and go tothe gym and stuff like that, but

(29:15):
I mean meaning, like, theactual work itself yeah, so you,
so you can't predict what theprincipal is going to do.
Some days they want to just sitin their room.
Other days it's like you knowwe're going to Disneyland and
we're going to call a paparazziand let them know we're going to
Disneyland.
You know what I mean?
That's a busy day, so that's abusy day, right?

Speaker 2 (29:33):
so it all kind of bounces out oh my god that is so
nuts, definitely a differentindustry so then you really
don't ever know your schedulefor like the year right, you
could be freaking everywhere ish, I get blocked like you'll say
I'm just, I'm closed.

Speaker 3 (29:49):
Well, because, I try to request these things from,
you know, my tour managers orwhatever, or you know that I
work for the different artists,work for a lot of stuff comes
out.
You know they'll be like, ohyeah, so-and-so's going on tour
from this day to this day.
So I know that's a time frame,but sometimes I gotta leave
earlier because of rehearsals or, you know, promo stuff like
that.
Um, but for the most part, yeah, I don't really like this year

(30:14):
in particular.
I knew I knew I was going to begone pretty much till April and
then we were waiting for themto announce the Grand National
Tour.
And once they announced theGrand National Tour, I was like,
okay, cool, now I'm on theGrand National Tour.
I literally rolled from onetour into the next what's the
Grand National Tour?

(30:34):
the Kendrick Lamar and SZA Tour.

Speaker 2 (30:38):
I love him.

Speaker 1 (30:40):
I was telling Bobby.
You're doing the big stuff, man.
That's one of the biggest stuffof the year Grand National.

Speaker 2 (30:46):
Duh his car.

Speaker 1 (30:47):
Yeah.

Speaker 2 (30:47):
Okay, yeah, that guy, you know he's a Pulitzer Prize
winner.
Yeah, I'm probably saying it'sPulitzer Prize, yeah, whatever.

Speaker 3 (30:59):
But he's very talented.
Broke the record for like umhighest gross grossing.
Uh tour tour like yeah I'dimagine over jay-z and beyonce
on the run too no way yeah,which is pretty big.
That's, those are pretty bignumbers, yeah.
So like when they announced thetour, I knew I wanted wanted to
be on it, I knew it, but likeit's all the same team of guys
that I work with.

Speaker 2 (31:19):
So so then you're a Lamar fan, not a Drake fan.

Speaker 3 (31:23):
Can't do.
Lamar pays the bills in myhouse.

Speaker 2 (31:27):
My son.
He's just like the Drake fan,and then him, him and Bobby are
always going at it about who'sbetter Jordan, Michael Jordan.
Okay, now I'm skipping.

Speaker 1 (31:36):
LeB, bobby are always going at it about who's better
Jordan, michael Jordan.
Okay, now I'm skipping, butyou're going.

Speaker 2 (31:39):
Yeah, my head my son's like no, Brian Bobby's
fighting teenagers man Teenage.
Oh, my son is a little rebel.

Speaker 1 (31:47):
He don't like to listen, he just likes to go
against dad.
That's what it is, so 2000.
Okay, consulting, that's whenyou're starting to like do the
the private security, you'restarting to get in the celebrity
world.

Speaker 3 (32:04):
Right, yeah, so what?
So?
I know that was like that was.
You were doing that up untilrecently.
Right, like yeah, so I wasdoing that up until uh,
basically till I mean I stillhave the company but, um,
working under that company, justkind of limiting the services
that I was offering because Iwas in a licensed security
company so I wasn't offeringlike guard service, so on and so
forth.
I was a consultant he'soutsourcing, so yeah, so if I
needed other consultants, Iwould bring them in all in the
same umbrella.
We'd go out and do the workright, whereas now, you know, a

(32:26):
licensed security company, um2020 we're in 25, so 2022 I want
to say, um, well, during covidI, there was a you know
everybody's home's home, youknow, doing whatever.
That's true, everybody's tryingto kind of, you know, reach out
to different people.
There was a guy who kind ofreached out to me you know had

(32:47):
just recently got on the MarineCorps and you know, just left
Palm Springs Police Departmentand he's looking for community
you know what I mean.
And we all were, I think wewere like kind of friends on a
veterans forum or something likethat and so he reached out to
me.
You know, heard about some ofthe stuff that I was doing,
whatever reached out and I waslike, yeah, sure, you know,
let's talk.
You know.

(33:10):
So we're talking, we'rechopping it up or whatnot, and I
have a client I was doing somework for in Palm Springs.
I had a client I was doing somework for in Palm Springs.
I had a couple of issues orwhatever.
So I was like you know who'sthat guy that I talked to, that
you know he was Palm Springs PD.
Let me see if he ever, you know,had any run-ins with her.
So you know, I hit him up, youknow whatever, and which turns
out, you know, fast forward, nowhe's my business partner, but

(33:32):
but yeah, so he just he took aninterest in what I did and him,
coming from that, that side, theprivate, the private side,
dealing with you know, like, youknow the government entities
and you know CEOs and stuff likethat, I I'm like I want to
learn more about that becauseit's like, you know, the
basketball player who wants tobe a rapper and the rapper wants
to be the basketball player.

(33:52):
It's the same thing.
And he was very interested inwhat I was doing and, um, you
know, so we started kind oftalking, hanging out here and
there, and um one year, duringcoachella, when, uh, coachella
came back up, I got a call for acouple different things and I
was on tour.
So I was just like, hey, well,let's do this you say you can
handle this.
So this is what I got and hebrought in a bunch of his

(34:14):
buddies um, you know, again, allyou know, ex ex-Marines,
retired Marines, and these guyskicked ass, nice, and we just
kind of started talking about,like you know, what can we do
here?
You know we have common ground.
I like the way these guys work.
They're my style.
You know, they have theaesthetic of the team that I

(34:35):
want to build, because I want tokind of bring a little bit of a
change to the industry, becausea lot of it is specifically on
the entertainment side.
Are big guys, right, big guys.
I'm only five foot eight.
A lot of these other guys werelike normal size guys, five foot
eight, five ten.
But what?

Speaker 2 (34:53):
are you in spirit?
That's what matters.
Eight feet tall baby, that'sright See, see you too.

Speaker 1 (34:58):
huh, are you in spirit?
That's what matters ap.

Speaker 3 (34:58):
Tall babies, that's right see.
See you too, oh, I know seven,seven on yager when I drink it
probably won't.
Let me have that anymore no,you're banned from yager
permanently um, so yeah, so I,you know, we, uh, we decided
like you know, hey, you'reinterested in this, I'm
interested in this, and I'vealways wanted to kind of like
you know, hey, you're interestedin this, I'm interested in this

(35:19):
, and I've always wanted to kindof like, you know, formalize
everything.
And you know he was reallysmart.
And when I asked him, like, whydo you want to team up with me?
Because a bunch of peoplewanted to team up with me.
Right, it's happened before.
But I'm like okay, but what doyou bring to the table?

(35:41):
It's more like people weretrying to, like, you know, use
your name right, use my nameright, and I hate saying it like
that on connections yeah, yeah,I hate saying it like that, but
that's a lot of what it was.
You see right through it.
And his thing was I want you tospend more time with your
family.
That was first his firstresponse, which was kind of like
, okay, that's a differentresponse than what I was
expecting to hear.
Right, oh, because I want us toblow up and make all this money
, blah, blah, you know which?
I mean?
Yeah, everybody wants to.
You know, be rich or whateverthe deal is.

(36:01):
But that wasn't his firstanswer.
So I was like, okay, well, myears are open.
So we started talking aboutthings and then you know, fast
forward, uh, 20, where are we in25 now?
So 2023.
We formalized the company,fully licensed, so on and so
forth.
And then things started takingoff.
We're like, yeah, we can justoperate out of our, you know, my

(36:25):
office at home and your officeat home.
We don't really need an office.
He had a buddy of his gave us aconference room to operate out
of, because the state requiresus to have certain things on
file licenses posted.
So, you know?
Yeah, you see, you understandhow that works.
But we have to have a physicaloffice.
It can't be a peel box, itcan't be at the house.
It literally I was like I haveto have a desk.

(36:45):
I could rent a desk from Bobbyright and then a cubicle, and
that was suffice.

Speaker 2 (36:49):
Yeah.

Speaker 3 (36:49):
But, and you know we're like dang well, things are
getting, you know, movingbigger, moving faster.
I like to work in a workenvironment and so did he.
Then you know we're like shit,well, maybe we should open an
office.
So we decided to open an officeand then, after opening the
office, more possibly, you know,our brains start working on

(37:10):
what are the other possibilitieswe do so, kind of speaking on
that, fast forward to next year,we're going to be opening the
training center.
So, in addition to the securitycompany, we're also going to be
offering training.
So you know, uh, everythingfrom basic guard card training
to how to get your firearmlicense, and then, um, in

(37:30):
addition to that, teaching a lotof the stuff, what it takes to
actually be an on the road.
You know health and nutrition,you know mental fitness and you
know a lot of just in the job inparticular so how many are you
packing at all, at all things?

Speaker 2 (37:49):
or is there some that they're like hey man, this is
just.

Speaker 3 (37:52):
This is a festival in the hampton, like so, so let's
say um a lot of times when itcomes to caring because of the
traveling that we're doing, it'stoo much for to go through
security, security, you knowclear everything and you're
going from state to state tostate to state and plus every
state has their own differentlaws, yeah so that's a lot of

(38:14):
different things, right?
so if I need somebody armed andwe're, let's just say we're,
we're in wisconsin.
Yeah, I will contact one of mycontacts in wisconsin, right,
because I've been doing this fora lot of years, so I've
traveled all over the all overthe states.
Again going back to me gettingguys numbers yeah it's like but
right, but it's like, okay, thisguy did a really good job at
this.
You know concert we were at andhe was armed.

(38:37):
Hey, dude, let's get numbers.
Next time I'm in town I need anarmed guy.
I'll reach out to you.
And the reason why we reach outto local because they have all
the licensing that is requiredin that local area, so we don't
really carry so much.
And especially, too, because alot of we're doing arenas and
stadiums which are NFL, nhl, nbaarenas, their rules over they

(39:01):
supersede everything, so wecannot carry in there at all.
Period Only uniform lawenforcement.

Speaker 2 (39:05):
Just these.

Speaker 3 (39:06):
Yeah, just these.

Speaker 2 (39:08):
Yeah, just you know the uniform law enforcement
obviously carry in those places.

Speaker 3 (39:11):
So that's why we don't really, in particular on
the entertainment side, don'treally carry.
Now on the other side, on theother side we're dealing with
business executives, so on andso forth.
A lot of these guys do carry,but they carry concealed, so
you'll never see it.
So, and then again, you know,the travel is a little bit

(39:31):
different.
When you're talking about, youknow, big executives, you're not
talking about going through TSA.
Yeah you're talking about goingthrough FBOs and going, you
know what's an FBO?
Dude, I'm rich.

Speaker 2 (39:45):
Basically like a private, private airport.

Speaker 3 (39:47):
So, instead of you going right like, let's say, in
thermal okay, there's, I think,like three different FBOs that
are there.
Right, so Bobby's flying hisjet in.
Right, he's going to go toflying into signature FBO.
Okay, basically, that's likehis parking spot, right?
That's where we would go to gopick him up.
Got it Right Now.
They still have to go.
They have TSA agents that arestationed there, really Right,

(40:10):
but they're only relaxed Right.

Speaker 1 (40:11):
They're all relaxed right.

Speaker 3 (40:12):
I mean, yeah, it's just you're not like you know,
you're not going through Pickingup your shoes.

Speaker 2 (40:15):
They're 75 years old, yeah.

Speaker 3 (40:18):
You know it's just you're not having to go through
all that stuff.
Yeah, yeah, so it's a lotsimpler, yeah.

Speaker 1 (40:25):
Okay, learn something every day, fina.

Speaker 2 (40:28):
I do.

Speaker 1 (40:37):
So Libertas, back to Libertas.
You kind of laid out the wholestrategy, man.
I think that's like it's prettycool to see like you go from
consulting to now like to whereyou're at now.
You're like a full on.
You're full on one shop stopfor for security and private
security, man.
I mean like if you get thistraining center up and running
like the way I know, the way youwant it to, I mean you guys are
going to have, you guys aregoing to have all kinds of
growth potential there.

Speaker 3 (40:55):
Right, so the idea as well is to not only for people
that are already, you know, inthe industry, but to bring in
new people into the industry.
Right, because, just from, likea lot of people don't know,
like two of the biggest femalepop stars I'm not going to name
a name run through our company.

(41:16):
Their protection is provided byour company.
Three different agents thatwork within those are are all
Coachella Valley natives, ohsweet.
So I take, I take a lot ofpride in being able to put
people from here out there towork, getting our name on the
map.
So part of also what we're doingtoo is like not just doing

(41:39):
guard, car training and all thatother stuff, but also to
mentoring young men.
Right, I've had a lot of peoplethat we've grown up with.
Hey, my son, you know, needsthe first job and you know, and
all like I can't even tell youhow many people like I've given
their kid, you know, a job, evenif it's just working for
Coachella for a month, and theymake it, made money or whatever.
Like our thing is be able tosurround these young men with

(42:04):
older men who are most of themare retired from the military or
law enforcement and most ofthem are looked at as leaders in
the community.

Speaker 2 (42:11):
Yeah.

Speaker 3 (42:12):
Right To be able to connect these young men and
surround them with other men whohave a positive influence on
the community and will be therewhen some of these young men
don't have that.
So that's part of also to whatwe are trying to build as well.

Speaker 1 (42:29):
All right, you guys are doing a real good job, I
mean for veterans, especiallyman.
I know you guys have a lot ofveterans that you guys work with
and hire and I mean you guysare a big time, big time help to
the community, because a lot ofveterans fresh out of the fresh
out of the military therethere's no roadmap for that.

Speaker 3 (42:45):
I mean cause you guys you're veterans, so you know
that, you know you can kind ofsimply you guys are kind of on
the same page with that, yeah,so that a lot of it kind of goes
back to, like I said, they're,you know, these guys are getting
out and still looking for asense of community.
Um, when you're going back home, like I know, like when I moved
back here, my community waslike my homeboys that I used to
party with before I left.
So I was like okay I just cameright back to it right right

(43:07):
back to it, but if you couldfind a place where you can, you
know, be around like-mindedindividuals and be able to share
things that you your buddy thatyou grew up with may not be
able to understand but thisother guy, this other guy that
you know he served, whether itbe alongside you or in another

(43:30):
unit or whatever.
But they can identify even someof these other guys who are old
.
We got guys that are you knowworking for us in their sixties.

Speaker 2 (43:37):
Yeah.

Speaker 3 (43:37):
You know what I mean and I look up to those guys as
well, because I think that theygot something to offer.
May not be able to be thephysical presence that they made
, that they once were, but theyoffer wise yeah exactly, and a
lot of those guys know how todeal with conflict a lot better
because they're older, older,wiser.

(43:58):
That's it.
So, um, to be able to take that, intermingle it with some of
these younger guys.
That's really what we're tryingto do here, and then also, too,
is like to be able to show thatwe got talent out here.
You know for sure, absolutelywe got talent that's why we're
doing this podcast, right?

Speaker 2 (44:13):
for that very reason, david.

Speaker 1 (44:14):
So I'm glad we're trying to get the light glad you
said that shine on our, our toppeople too, because we're not
la, we're not, we're not sandiego, but there's a lot of,
there's a lot of people that doa lot of good work out here too,
that we're trying to get outthere and get out to the world.

Speaker 3 (44:29):
Yeah, I mean that again.
That's that's big to us is beable again.
Jeremy grew up right here in laquinta.
I grew up right here in indio,so you know we're hometown kids.
A lot of people know about whatI've done in between the years
and some people don't.
All right, you know.
And also too like we don'tadvertise for what we do.
And the reason why we don'tadvertise for what we do is
because we are a different typeof service.

(44:49):
All right, we don't providemall guards and and I mean
everybody's needed yeah, butit's just not a service that we
provide, because we inparticular, can you imagine you
spend 20 years in the militaryand then I put you at a mall?
Right, it's just, it's nodisrespect, but it's just also

(45:10):
too like these guys are lookingfor a level of challenge.
Still, you know what I mean.
These guys are looking for alevel of challenge still you
know what I mean.
So to be able to do a lot moreon the consulting and offer, you
know, insight on things thatother people just don't
understand or see.
Yeah, you know those.
Those are the reason why Ibring in these older guys with
talent and, from a businessperspective, it's good to
specialize, it's good it's goodto niche down and be yeah, be,

(45:32):
the top in that niche.

Speaker 1 (45:33):
Because, yeah, exactly, man, and and if you're
the top in that niche, who's thetop person in when they need
that niche gonna call you, know,and they're calling you.
That's that's great forbusiness, man, that's only
that's all.
I think you spread yourself toothin.
You're not really great atanything at that point.
Right, exactly.
So you want to be great at onething exactly creating a niche.

Speaker 3 (45:52):
You know I have one guy, uh, a businessman that I
did some work for, like straighttold me he's like you know, you
don't want to be the best inthe room, you want to be the
only one in the room.
Bam, there you go.
So it's like, at that point itdoesn't matter if you're good or
bad.
Yeah, exactly as long as you'recreating something that nobody
else can offer.

Speaker 1 (46:08):
Yeah, and that's great advice.

Speaker 2 (46:11):
Let me ask you this Do you, do you have to sign NDAs
?

Speaker 3 (46:14):
Yes, all the time.

Speaker 2 (46:15):
And so say, like you work for the same people over
and over.

Speaker 3 (46:20):
Like every year.

Speaker 2 (46:22):
So you have to sign a new NDA every year.
Got it, got it OK.

Speaker 3 (46:26):
So we sign them as a company, and then individual
agents have to sign with us aswell.

Speaker 2 (46:34):
OK, so so speaking of NDAs you got any crazy stories?

Speaker 3 (46:36):
That what I was gonna say.
Come on not naming names.
No, most of my crazy storiesall came from like bouncer days,
yeah, and like where were youbouncing at zelda's no?
no, I didn't bounce in any clubsout here that's where we
started our love story that'swhere fina fell in love, uh no,
I actually I never, um, I neverbounced at any clubs out here.

(46:56):
I was a door guy, uh, at um, Idon't know, it was called dinks
back in the day.
I was a door guy there for alittle bit, but I didn't never
bounced out here.
I was on, uh, doing a lot moreof the bouncy work.

Speaker 2 (47:10):
They're drunk right, so they're probably that's
probably the that's starting up,right?
Yeah?

Speaker 3 (47:15):
it's, it's, it's that .
It's like you know in yourbouncer.
You go to work every nightknowing you're going to get in a
fight.

Speaker 2 (47:21):
You know what I mean?
That's just what it is.

Speaker 3 (47:23):
And, if you know, you knew me when I was younger.

Speaker 1 (47:25):
I mean you'd like that back in the day.
You're all right with that.
David was good with that backin the day.
Never kind of shied.

Speaker 3 (47:31):
But you know.
Now that you know, you know,obviously, like I said, I tell
people, if you do your job rightat this level, crazy stuff does
not happen around you, becausewhat we create, what are like
rings of safety, yeah.
Let's say, the inner ring beingme with the principal, the outer
ring being, let's just say, thesecurity guard that's out there

(47:53):
on the gate, and then youcreate more and more rings.
If you create these things andyou plan these things out
correctly, you won't ever haveany craziness apps that comes
around you.
If somebody physically touchesmy client, I look at it as a
failure on my behalf, because Ididn't plan properly to keep
everything I could.
Now, sometimes it's going tohappen, right, but you should be

(48:16):
able to plan things out, andthat's the thing about what we
do, in particular on thebodyguarding side, is that a lot
of people don't see there's alot more, a lot of planning
organizing phone calls, emails,zoom calls, more emails, text
messages, whatsapp.
You got a million differentthings that are going on just to
get somebody from a hundredfeet dropped at the top of a

(48:40):
carpet to the end of the carpet.
You would not even imagine howmuch actually, wow, right, some
of it unnecessary.
I'm not going to lie, but it'snot.
It's, but it's also to thereason why there are so many
different conversations isbecause one little slip up
Everything's on camera.
Yeah, the reason why there areso many different conversations
is because one little slip up,everything's on camera.
Yeah, when that slip up, be youknow little physical slip, and
the person falls because wedidn't talk about this person's

(49:03):
going to.
You know this last grabbies,Right?
Let's just say, for instance,the young lady that I was
working with had a long trainand they wanted me to carry the
train, which was totally fine,and the reason why was because
she had her male companion whichwas on her side.
So she was she was wellprotected.
Plus also to the red carpetteam is our company as well.

(49:23):
So, we were in a good place, butlike there's a million
different things that you knowcould hinder things, so let's
just say bad, something badhappens, we got to run out.
Am I going to trust this little19, 20 year old, uh, production
assistant to hold this or justlike, oh crap, she drops it.
Now we're going and running,catches on something and we
can't escape, or am I going tohold it there, you go, and if I

(49:47):
have to cut it and then we gotto, you know, bug out.
It's those kind of things thatpeople are like oh, you're just
holding the dress, yeah, but youdon't understand how much
planning went into this and whyI am the one holding it and not
somebody else, why.

Speaker 1 (49:59):
There's this, like I think there's any profession
that's done at the high level,like there's just so much that
goes into it that you don't seebehind the scenes, man.
And I think your preparation iswhy you don't have the crazy
story for us.

Speaker 2 (50:10):
Can you make one up you?

Speaker 1 (50:11):
have to go back to his bouncer days.

Speaker 2 (50:13):
Yeah, okay, or days.
So you just mentioned was itthe Emmys?
Grammys, Grammys.
So they're sitting down.
Where are you so?
You're like I can't tell you nono, no.

Speaker 3 (50:26):
If you watch the Grammys, if you watch some of
these award ceremonies and ifyou just let's just say you got,
I don't know what they have now, you could pause it.

Speaker 2 (50:34):
Oh, yeah, yeah.

Speaker 3 (50:35):
And if you just take a shot of, let's say, a crowd, I
could pick out and be like he'sscared.
That's good.

Speaker 1 (50:40):
Are you guys seat fillers too?

Speaker 3 (50:42):
We look like seat fillers sometimes.
So sometimes you'll see likethere there's a video out there
of um I had an artist performingat and she was performing in
the middle of the crowd.
She only felt comfortable withme taking her hand so she could
walk up these stairs.
She wanted me near, so she'swalking down the aisle, walking

(51:04):
down the aisle singing.
You know everybody'ssurrounding her, or whatever.
Then she comes down to the pitarea where I'm standing and
they're like telling me act,natural.
So there I am, like this oh, Ilook stupid as hell, like so
many people were texting andcalling, like it was.
It was embarrassing, but it'slike you know that's a funny
story, but again it's yeah it'sa funny story.

(51:25):
Nobody got beat up.
There's on my ego, um, but youknow.
Again, it's trying to blend in.
I don't very.
I don't blend in very well,I'll be honest with you.
But also, too, that's why Iwork in entertainment, because
sometimes they don't want you toblend in very well, I'll be
honest with you.
But also, too, that's why Iwork in entertainment, because
sometimes they don't want you toblend in.
You are used to attract somekind of attention.
Yeah, that's true.

Speaker 1 (51:42):
You definitely have to have the look right.
You got to have the posture.

Speaker 2 (51:46):
How'd you come up with your business name?
Oh, all right, and what doesthat mean?

Speaker 3 (51:50):
Okay.
So the way we came up with thebusiness name like between
Jeremy and I we kind of like satthere and we were like, okay,
we don't want to call it like Jand D security or D and J
security you know, basic, youknow.

(52:16):
Um, but basically you know the,the.
The name of the company isLibertas protection group,
obviously, protection for whatwe do, um and uh group.
The reason why we went with thegroup is because of the fact
that we work with differentcompanies throughout, not only
throughout the country, butthroughout the the world, right?
Um?
So it's a group of uh different, you know, companies that we
work with and libertize.
Basically the root word forlibertize is free, or the uh.
The root language is um Latinright.

(52:36):
So libertas means freedom, sofreedom being based off of our.
One thing that we have incommon, both Jeremy and I, and
is that we are both veterans, um, jeremy having served in the
United States Marine Corps,myself in the U S army, and
again we met through a veteransforum.

Speaker 2 (52:55):
Just makes sense.

Speaker 3 (52:57):
The majority of the guys that we bring into work are
veterans.
So you know the freedom kind ofequivocates with you know, you
know the, the, the type ofpeople that we bring on, bring
in and also to like, honestly,the freedom to be able to make
the decisions and do the thingsthat we feel are the best things
to be doing.
Got it.

Speaker 2 (53:15):
That's a great name, then I approve.

Speaker 1 (53:18):
There's a lot of thought put into that.

Speaker 3 (53:20):
No, there really wasn't If you met his partner.

Speaker 1 (53:22):
You would see that guy's kind of very, he's very
thoughtful and methodical theway he thinks.

Speaker 3 (53:26):
Yeah, yeah, that's that's one thing I'm a little
bit more of, you know.

(53:59):
But also, to like, my boldnessis what got me to where I am.
So there's also that factor forsure, because that boldness has
really pushed the companyforward.
And not to say that my businesspartner wouldn't do these
things, but I do a lot of thingsjust off the cuff.
Um, surprise yourself, hey, itworks.
You got home safe.
Basically, I'm a hero, um, butyou know where the way our
thinking process works is like.
There's times where he's having, you know, like he's frustrated

(54:21):
, like man, like all right, copythat, tag it, I'll deal with
them, you deal with this, right,that's true, there's certain
things he has more patience forand certain things I have more
patience for.
And we, we tag team on a lot ofthings, right, um, you know, our
official titles are, you know,I'm the CEO, he's a CFO, but we
don't really go by that.
We are co-founders, right,because I, you know, when you

(54:44):
have a corporation, obviouslyyou got to have, you know,
officers and everybody's got tohave a stupid title or whatever.
But for me titles arelimitations.
So I don't like to be like, ohyeah, I'm the ceo and that's all
I do.
I do all kinds of things.
I clean the office too.
I'm also the janitor, nice, um,and the same thing with him.
So we just kind of stick with,you know, the whole co-founder
because we are 50 50 partners onall of this.

Speaker 2 (55:04):
All right.
One other thing I'm going tobring up real quick.
We will kick our guys outdownstairs the warehouse.
If you want a training facility, it it's yours.
You heard that.

Speaker 3 (55:15):
It's on the podcast.

Speaker 2 (55:18):
Will you hire dummies that you can tackle Like
football dummies?

Speaker 1 (55:23):
I have all kinds of gear in there.
Man, they're training man.

Speaker 3 (55:26):
I hire quite a few dummies.

Speaker 1 (55:30):
Well, we're kind of running up against time here,
but we always like to ask ourentrepreneurs you know somebody
that's young, maybe wantthinking to get into your game.
You know what would you?
What advice would you give ayoung buck Maybe thinking I want
to be the next David Villarrealand get into that?

Speaker 3 (55:44):
get into that world, find a better hero, I mean but
you are on the top of the foodchain.
I would say this Don't letanybody tell you you can't.
I mean they're going to comeagainst you.
Everybody's come against me.

(56:05):
People have felt their own waysabout my success I really am.
If you do really know who I amas a person, I'm one of the most
humble people you like.
I will go out there and I'llstand a post with my guards.
I will stay up at night with myguards.
I will tell my guard go home,it's Christmas Eve.

(56:30):
It's you know my family can tellyou how many times I've missed
you know things or whatever.
Or I won't go home until myguys are going.
Right, be humble, bust your assand don't ever don't like again
.
Don't ever let anybody tell youcan't be bold.
Be bold in everything that youdo.

(56:50):
People.
The people who are bold are thepeople who excel in this world.
And today it's too easy to begreat.
I know you guys probably allheard this, like all over the
place, but it is too easy to begreat because a lot of the
people today do not want to workhard.
They want success, but theydon't want to work hard.

(57:10):
Amen.
And that's the reason why youhave so many failed businesses.
You have so many people who aredepressed because they're.
Whatever didn't take off.
Okay, you can manifesteverything you want, right.
But what is the actual planbehind that manifestation?
I can sit here and talk.
I'm manifesting being amillionaire manifest, okay.

Speaker 2 (57:32):
But what do the work, yeah?

Speaker 3 (57:34):
What type of action am I taking, and am I actually
taking action towards that goal,right, um, I would say, you
know, again, work hard, and ifthis is something that you want
to pursue, it's not easy,especially, um, if you're not
from a region where these thingshappen.

(57:55):
So, like I tell guys all thetime, you guys will be in the
middle of somewhere in Texas andbe like how do I get into a
business?
Well, you're in the wrong cityLA, new York, las Vegas, miami,
houston.
You want to get intoentertainment?
Those are going to be your bigcities If you want to be working
, because that's where all thebig events are happening that's
true atlanta is one of thecities as well, but in

(58:17):
particular, like, the militarybackground definitely helps, but
it doesn't it.
I also know guys who have zeromilitary background.
But educate yourself.
Talk to other guys who areactually doing what you want to
do and get the real get a mentorget a mentor.
Yeah, however you want to lookat that, you know, call them
however you want, but I'm a firmbeliever in that.

(58:39):
I had a mentor I learned goodthings and bad things from.
Even now that I'm 46 years oldand I've been in the business
for almost 20 years, I stillhave people that I talk to.
Right, I don't go and ask allmy friends for advice.
That's bad.
You take somebody that you knowhas failed and failed again and

(59:00):
is now successful.
Because one person you failmultiple times.
You guys probably know asbusiness owners, you're going to
fail a shitload of times.
Oh yeah, it's going to be hardtimes.
Part of it, man.
That's part of it.
Part of the journey, right?
But every single time you getup, right, oh yeah, you have to.
And again back to the freedom.
I never want to work foranybody.

Speaker 2 (59:20):
That's right, I have the freedom.

Speaker 3 (59:23):
Now I'm a grandfather , I can spend time with my kids.
Just the other day, on aTuesday, I had a barbecue from
my family with my mom, my dad,my daughter, my granddaughter,
my ex-wife, her husband, my wifelike everybody's there in the
house, the only one that wasn'tthere was my son, who was at
work.
But on a Tuesday, yeah, it'sgreat, because I worked hard to

(59:46):
be able to get to where we cando these things how we want and
when we want Exactly you know, Ilove it Put in the work to have
the freedom, man.

Speaker 1 (59:53):
That's what entrepreneurship is all about.
You're going to work 120 hours,but you're going to have the
freedom to decide what you dowith your free time.

Speaker 3 (01:00:01):
Exactly.

Speaker 1 (01:00:02):
And that's the beauty of this.
I'm super proud of my homiefrom kindergarten.
Man yeah same here Because youwere top of the food chain in
that world and I mean, I've seenyou come up from a little kid,
you know to, to who you aretoday, man.
So you know.
And then we I think we needmore of that as a community.
Our community needs to kind ofsupport you know, us, us guys
out here kind of, you know,grinding it out, man, and I'm

(01:00:23):
super proud to have you as ahomie and I appreciate you
coming into them and you have agreat story and I'm glad you
shared it with the world.
Man.

Speaker 2 (01:00:31):
All right, man Well if you guys find them.

Speaker 1 (01:00:33):
Oh yeah.
So where do we if we got tolook you up and we want to get
some security services, or maybewe want to start training with
you, or maybe ask you for a job,what's the best place to find
you?

Speaker 3 (01:00:43):
The best place to find us will be on Instagram.
That's pretty much the onlylike social media presence that
we really have.
We do have a website, but it'sjust a splash page again,
because there's a little bit ofthere we have.
There's a lot of secrecyinvolved in what we do, right,
so it's like you know.
You know we don't advertise, sowe don't advertise on a Web
site.
We're not telling who we workwith, why you know and what we

(01:01:06):
do exactly right, we're not foreverybody.
This is not a beginner's placeto start.
I tell people all the time whenI bring them up to you know,
work things with me.
Like you're the big leagues, Iexpect you to hit a home run
every single time and it's like,yeah, yes, because that's
what's expected of us, becausethey're paying us good money,
they're paying us big money.

Speaker 1 (01:01:26):
I'm paying you good money, hit a home run all right,
nice, there's definitely astandard, yeah, so instagram
good place to hit them up umlibertas.

Speaker 3 (01:01:33):
Underscore protection .
L L-I-B-E-R-T-A-S underscoreprotection.

Speaker 1 (01:01:39):
There's the place to kind of reach out if you guys
got some questions.
This guy's the man man, he'stop of the food chain.
Thanks for coming in, my man.
I appreciate it.
Yeah, man.

Speaker 2 (01:01:49):
Good to see you, so if you guys found some value
today in our conversation.

Speaker 1 (01:01:55):
You know the routine like subscribe and follow and
we'll see you next time on CBHustle.