'Joe' paves new paths

Calling his address “Little Jackson Hole” instead of “Bondurant” is more a “charming” way to advertise and market his ranch, resort and the Greater Yellowstone Ecosystem, Joe Ricketts said. “If I was going to advertise ‘Bondurant’ to people from Los Angeles or New York, no one would know where it is. But if I advertise ‘Little Jackson Hole,’ everyone knows where it is.”