A conversation with Lance Garza, owner of Bitter Buffalo Records and one of the partners at Caliche. Lance grew up in Amarillo before departing during his high school years. But in 2020, at the height of the pandemic, he and his wife decided to move back here from Chicago. More than a year later, Lance tells host Jason Boyett about the growth and opportunity he recognized in Amarillo—especially within the local creative scene—and why that encouraged him to invest in this community. This episode is sponsored by Wieck Realty and SKP Creative.