Keyes laid out his store-focused strategy to Blockbuster’s top management at a company retreat on July 30, 2007, at the luxurious Rough Creek Lodge & Resort about ninety miles south of Dallas. Blockbuster stores would become “great” again as entertainment destinations that would sell a new mix of prepared foods, such as pizza and fountain sodas, as well as electronics, such as iPods and DVD players. The presentation horrified old hands, who had watched nearly identical promotions crash and burn under Fields and Antioco.
