America 2022

America DI PLOM ACY

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THE FIRST NATIONAL PARK The first official national park is Yellowstone in Wyoming, established by President Grant in 1872.

THE FORGOTTEN STATE Though Congress approved Ohio’s request for statehood in 1803, they forgot to officially ratify the state constitution until 150 years later.

FIRST MEMBERS

ALCATRAZ ESCAPEES

Election to the Country Music Hall of Fame is country music's highest honor and the first members— Jimmie Rodgers, Fred Rose, and Hank Williams—were inducted in 1961.

Thirty-six different people tried to escape from Alcatraz during its 29-year time as a federal prison and most of them either died during the attempt or were caught.

LAKE KINGDOM Minesota’s neighbor Wisconsin has over 15,000, but both of those pale in comparison to Alaska, with more than 3 million lakes.

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by NIKOLA PAVLOVIĆ

The US is an Important Partner to Serbia Regardless of their shared past, the United States and Serbia should nurture the best possible relations

n her interview for the InFocus issue, Professor Zorana Mihajlović, PhD, Deputy Prime Minister of Serbia and Minister of Mining and Energy, talks about the relations between Serbia and the United States over the past 140 years and overcoming the negative legacy, as well as on natural gas supply, energy transition and gender equality.

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The US administration supports Serbia's integration into the European Union. What are the relations between the USA and Serbia like at the moment, considering it has been 140 years since the two countries established diplomatic relations. How much has the Ukraine crisis affected them?

— It is obvious that the relations between Serbia and the United States have been getting better year on year. Improved and increasingly successful cooperation and a much better understanding of what are the interests of both Serbia and the United States are, should in many ways, be credited to the American ambassadors to Serbia in the past 10 years or more. Christopher Hill, who is very knowledgable not only about Serbia but the entire region, will boost the level of cooperation between our two countries even more with his knowledge and experience. Two years ago, the Memorial Complex and a small airport were opened in Pranjani, in memory of the heroic rescue of allied pilots behind enemy lines in the Second World War, during the Halyard

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mission in 1944. Finally, we must not forget that the strength of our democracy plays a huge role in fostering good relations between the two countries, i.e. the issue of human freedoms, development, and the entrepreneurial spirit. I believe that Serbia will never deviate from that path again and this is an important prerequisite for further improvement of our relations, from political and economic to those related to energy, culture and science.

I believe that it would be really beneficial for the future cooperation between Serbia and the United States for our two countries to conclude a strategic partnership agreement, which we have already done with some countries such as the Russian Federation, China, France, Italy, the UAE, Azerbaijan and Hungary. I believe that it would be good to have such an agreement with the United States too since the country is our important partner.

How much is being done on overcoming the negative legacy from recent history, and can the relations between America and Serbia again resemble those from the time when we were allies?

— The events of the 1990s cast a shadow over the much longer diplomatic relations between Serbia and the United States. On October 5, 2000, thanks to the Serbian citizens, Slobodan Milošević and his regime became history - first at the elections and then by defending their electoral will in the protests in which I took part too, together with

I N T E RV I E W Professor

ZORANA MIHAJLOVIĆ PhD, Deputy Prime Minister of Serbia and Minister of Mining and Energy

Every new interconnection, every new gas route, and especially every new source of gas are incredibly important for our energy security

hundreds of thousands of my fellow citizens. Looking back, we should remember that our relations with the United States should not only be confined to the 1990s and Milošević's time, bearing in mind that we have been partners and allies for most of the last century. We are also aware that Serbia and the United States are on different sides when it comes to resolving the Kosovo issue. But we cannot help but see that the United States has been showing more understanding of Serbia's views on this issue. Of course, Serbia will not, cannot and should not forget the military aggression against our country, during which the United States and NATO members inflicted huge material, human and spiritual damage to our country. That is why the initiative started by the former US ambassador to Belgrade, Cameron Munter and carried out by all his successors of paying their respects at the grave of innocent victims of NATO aggression is of great importance.

Regardless of the past, the United States and Serbia should nurture the best possible relations. I have no doubt that, in the future, these relations will somehow become even

better than those we had when we were war allies. But, in order not to waste time, our common job is to assist time in that business - that is to develop better economic relations, to have as many American companies investing in Serbia as possible, for Serbia to promote its culture, tradition and history to the US as much as possible and to find as many common things that connect us as possible.

Due to the Ukrainian crisis, the gas supply to Serbia is being increasingly jeopardized. Is there reason to worry and how much such a situation can affect us?

— It is a pity that Serbia did not complete the gas interconnection leading to Bulgaria much earlier, because, in that case, we could have already started receiving gas from other suppliers, which is especially important in times of crisis. The construction of the Niš-Dimitrovgrad gas pipeline began this year, during our Ministry’s mandate. Via this pipeline, Serbia will connect to the gas pipelines on the Southern Gas Corridor, as well as with the new LNG terminal in Alexandroupolis. This will ensure the delivery of natural gas from the Caspian region to Serbia, specifically the Shah Deniz gas field in Azerbaijan, from the LNG terminal in Alexandroupolis, the future East Med gas pipeline, and even the possibility of gas delivery from Asia.

Every new interconnection, every new gas route, and especially every new source of gas are incredibly important for our energy security, and given Serbia’s central position in the region, they contribute to the energy security of the region too.

What will be Serbia's response to global challenges related to the energy transition? Renewable energy sources need to attract more investments and involve the private sector. When is this process expected to begin and how long will it take?

— By passing new energy laws, especially the first special Renewable Energy Sources Law, Serbia has taken the first step in the energy transition, which is a global process. Certain European countries have already embarked on this process and have been successfully transitioning from dirty fuel to clean energy sources. The new laws are also important because they create a contemporary and predictable framework for investors, since most of the investments, especially related to RES, are expected to be made by the private sector.

We have also started to prepare strategic and planning documents, which will define the goals and dynamics of carbon neutrality or decarbonisation until 2050. The new energy strategy and integrated climate and energy plan will be the subject of a broad public debate before it is adopted so that we can hear suggestions and proposals from the civil sector, academia and citizens.

Those who are trying to scare people that someone will turn off the thermal power plants overnight, not only are lying but are deliberately manipulating the citizens

for their own interests. Serbia now gets twothirds of its electricity from low-calorie lignite, which is the coal of the lowest quality. This is something we need to change, not only because of our international obligations but above all because of our energy security, the environment and our citizens' quality of life. We should hop on the train called green energy transition, because every minute we waste, and we have already wasted too many of them, means jeopardizing our energy security and independence and slowing down economic development.

Serbia has all the prerequisites and potential to be self-sufficient in electricity supply and to significantly improve gas supply security through diversification of suppliers and expansion and construction of new gas storage facilities.

Serbia has gender equality laws. Have you noticed any progress made in gender equality? Are there more women directors and company executives? Is the Serbian government going to be more involved in the labour market?

— We have done a lot since forming the Gender Equality Coordination Body. The legal and strategic framework has been improved – starting with the umbrella Law on Gender Equality, amendments to the Law on Prohibition of Discrimination, the new Strategy

Through the implementation of the green agenda, we have the opportunity not only to change the energy mix, and the attitude towards energy and nature, but also to affirm women as active participants in the energy transition for Promoting Gender Equality to the Law on Prevention of Domestic Violence and the Strategy for Combating Gender-Based Violence. This is a prerequisite and basis for all further activities in this area. Serbia has also introduced gender-responsive budgeting, which is recognized worldwide as an example of good practice, and we are working on it systematically. We are the first non-EU country to have calculated the Gender Equality Index. However, there is still a lot of work ahead of us. First of all, we need to fight against gender stereotypes and prejudices that are the foundation of inequality and the unequal position of women in society. There is no reason not to have more women in management and decision-making positions, as well as not to be paid equally for the same work as men.

Women have repeatedly shown that they are capable and successful leaders. Our task is to create conditions so that women and men can have equal opportunities to progress, im-

prove, work and live. When we realize that women's rights are human rights and that women have enormous potential, we will all be better off.

Women can also helm the development of the energy sector, based on green energy, and their voices should be heard. What can be done to encourage their leadership in that area?

— The green energy transition is a kind of revolution in our relationship with both energy and the environment, which creates the opportunity for different participation of women in the energy sector. According to a survey conducted by the International Renewable Energy Agency (IRENA), women make up 32% of employees in the RES sector globally, which is less than equal participation, but higher than the average for the entire sector, where women participate with 22%. The great changes that the process of green energy transition implies are an opportunity to, in addition to working on greater energy security and a healthier environment, change the image of energy as a predominantly male sector, or a "male" business. Through the implementation of the green agenda, we have the opportunity not only to change the energy mix, and the attitude towards energy and nature but also to affirm women as active participants in the energy transition. This means, among other things, opening this sector for female entrepreneurs, managers and engineers, for women to have a better representation and visibility in the energy sector, to have more of them in decision-making places, and to have equal opportunities to use state funds which are at the disposal of citizens, primarily for boosting energy efficiency, but also for green energy.

What will the relations between the United States and Serbia be like in the future?

— When I think about the relations between Serbia and the USA, my mind pictures me going to Bruce Springsteen's concert in the Marakana stadium in Belgrade. I also picture BC Red Star and BC Partizan playing against Denver Nuggets, and Serbia being included in the Apple Store. I would like to see Broadway plays "To Kill a Mockingbird" and "Moulin Rouge" staged at the National Theatre in Belgrade, but also for America to meet Milica Vučković and read her book "Fatal Outcomes of Athletic Injuries". I would very much like to open a campus for Serbian students at one of the most prestigious American universities, but also a campus for the students from our region and the rest of Europe here, in the most beautiful part of Šumadija. Is this realistic? Well, we'll never know if we don't try, This is exactly how I see the cooperation between the United States and Serbia unfolding, which will also lead to concrete results in the economy and business development – the kind of cooperation that will help us better understand each other, will keep peace and protect each other.

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AMERICA

by ŽIKICA MILOŠEVIĆ

U.S.-Serbia Relationship to Prosper Like Never Before

Serbia “punches above its weight” in culture and sports!

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erbia and the United States were on opposing sides during the challenging 1990s, but over time they have achieved good cooperation and formed a friendship.

Serbia has become one of the main economic partners of the United States in this part of the world, but also a respected political factor. We have talked with Philip Beekman, Counselor for Public Affairs of the US Embassy, about the bilateral ties between the two countries.

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Over the last 21 years, the U.S. and Serbia have managed to transform their relations from adverse to friendly. What more can we do to enhance economic cooperation between the two countries?

— The 1990s were a challenging time, but we have been working hard for many years to return our relationship to what it has been for the 140 years we have had bilateral relations – a positive and collaborative one. U.S.-Serbia economic relations are strong and getting ever stronger. We are working to help Serbia remove barriers to investment and supporting greater regional economic integration. By itself, Serbia is a relatively small market, but with its modern infrastructure, excellent

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PHILIP BEEKMAN Counselor for Public Affairs of the US Embassy

American companies are eager to invest in a stable country that is strongly connected – physically, economically, and in terms of values

geographic location, and highly educated workforce, Serbia has the potential to be the region’s economic leader and a hub for American businesses in the Balkans. American firms already employ well over 20,000 people in Serbia and have invested over $4 billion here. And more are investing every year. We were proud to welcome one of America’s largest food companies, Archer-Daniels-Midland, to Serbia with its recent investment in Sojaprotein, the region’s largest soy processing operation. And NCR – the world’s leader in enterprise technology for restaurants, retailers, and banks – opened its ultra-modern campus here last fall, a $100 million investment that employs 5,000.This is the kind of story we hope to see more and more of in the near future.

Are we going to see more American FDIs in Serbia and what should Serbia do to improve its economic environment to attract even more investors?

— American companies are eager to invest in a stable country that is strongly connected – physically, economically, and in terms of values – with the rest of southeastern Europe and the massive market of the European Union. Continued reform in rule of law, judicial efficiency and transparency, as well as in environmental protection will all be strong incentives for additional investment from the United States and other Western countries. We are seeing strong growth in American investment here, not just from high-tech companies, but also agri-

business and even entertainment.

Reversing brain drain and continuing to make tangible steps towards EU accession will be key to sustaining this investment growth in the long-term.

What can the two countries do to further improve their cultural cooperation?

— There’s already a lot happening in this sector, despite all the complexities brought on by the pandemic. Hollywood studios are now spending millions here each year in partnership with Serbia’s film industry, a trend that was jump-started when USAID helped create the Serbian Film Commission a decade ago. We see regular cooperation between Serbian cultural organizations and festivals, featuring American artists. And, of course, the large and active Serbian diaspora in the United States means there is a wide range of informal cooperation. From the Embassy, we have rejuvenated our exchange programs, which send Serbian students, teachers, and professionals to the United States, and bring scholars, students, and experts to study and teach across Serbia. Since we restarted exchange programs 20 years ago, over 2,500 Serbians have participated.

And our exchanges go in both directions: for example, we have Americans teaching English all across Serbia, from Subotica to Novi Pazar.

We are eager to restart in-person programming at our eight American Corners in Serbia, where Serbians can work on improving their English, join a book club, improve

hausted as a result of the coronavirus pandemic?

— One thing we are trying to do is to help bring new financial tools to Serbia to help its small and medium-size businesses to survive and thrive, even amid a pandemic and inflation. The Development Finance Corporation (DFC) and USAID have been working for many months with the Ministry of Finance to launch a new loan guarantee program to help provide financing to smaller businesses so that they can keep working in difficult times. We must also think about clean and secure energy for the future. I’m not an economist or a businessperson, but as someone who follows the news closely, I’d say that the United States has been sounding the alarm for months that a Russian invasion of Ukraine would cause serious economic consequences for Europe, including the Western Balkans, and for years that we all must focus more on energy security and energy independence.

The United States has been help-

their leadership skills, or just enjoy an American film. The Embassy is also actively promoting university partnerships here to promote more cooperative research projects and student exchanges between Serbian and American universities

Americans are well acquainted with the Serbian athletes (like Jokić and Djoković) but how can they get better acquainted with Serbian musicians, writers and artists in general? American Corners have been doing a really good job in promoting American public figures in Serbia, but how can Serbia better present itself in front of Americans? How can the U.S. Embassy in Serbia help with that?

— It's a big world! But Serbia certainly “punches above its weight” in terms of global cultural and sports sensations. Your Ambassador in Washington – along with the two “sports ambassadors” that you mentioned – are doing great work presenting Serbia in a positive light in the United States. When we host Americans here, whether it is for a year-long exchange or as an expert speaker visiting for just a few days, they always leave with a positive impression of Serbian hospitality and positive take on Serbia’s potential. There are a lot of great stories to share about Serbia and Serbian-American cooperation both here and in the U.S. The world is facing a new global political crisis caused by the war in Ukraine and the Russian invasion. What will be the US administration’s next steps in this matter? Can the USA and other countries help the two warring sides to reach a peace agreement?

— President Biden, along with our friends and partners from nearly every European country and democracies around the world, continue to call for an immediate ceasefire and for Russia to withdraw its forces from Ukraine. Putin started this war, and it is now up to him to stop it. Everyone wants a peaceful resolution.

A crisis caused by the rising inflation and soaring energy prices is looming now, as we are emerging out of an arduous two-year-long crisis induced by the COVID-19 pandemic. What is the U.S. going to do to mitigate the new crisis, which can give a serious blow to the economy that is already ex-

The 140 years of official relations between our countries has many more bright spots than both Americans and Serbians might realize

ing by supporting new LNG terminals, but also encouraging the use of green and renewable sources, such as wind, solar, and hydropower. Energy independence will not come overnight, but we must all work towards that long-term goal.

What can the U.S. administration do to help European countries, including Serbia, to alleviate the consequences of the sanctions against Russia?

— We can continue to stand together to convince Putin to immediately end his illegal invasion, respect

international law, and allow people to live their lives in peace. The sanctions levied by the United States, the European Union, and many other democracies – including even by traditionally politically neutral countries, such as Switzerland – are urgent measures intended to help protect Ukraine by imposing costs on Putin and his close circle of oligarchs. Many Western businesses are also choosing to withdraw from the Russian market because of the risks of doing business in a country without the rule of law or any form of accountability or free press.

In democracies with free and independent media environments, the public is aware of the true scale of Russia’s actions and are strongly unified in support of Ukraine.

The US Embassy has launched a high-profile campaign called ‘You Are the World’ whichaims to reconcile former enemies. How would you rate the campaign’s success thus far?

— The campaign was intended to start a conversation, and we are pleased with the heightened public awareness brought to those featured in the campaign. I don’t think many people in Serbia were aware of people like Walt Bogdanich, for example, who is the top investigative news editor for one of the best newspapers in the world, The New York Times. It was also wonderful to see how the campaign helped bring greater recognition to David Vuich, the last surviving member of the “Serbian Apollo 7,” an amazing group of Serbian Americans who helped put a man on the moon. We were honored to see Mr. Vuich receive the Star of Karadjordje 50 years after the moon landing, just weeks after this segment was broadcast through the campaign. The 140 years of official relations between our countries has many more bright spots than both Americans and Serbians might realize. I hope this effort helps make both of our countries prouder of these relations.

What will be the priorities of the new U.S. Ambassador’s agenda?

— By the time this is printed, Ambassador Hill will likely have arrived, so I will let him speak to his priorities. However, I can say that at the Embassy we are excited to work with such an experienced diplomat and support his vision to grow our bilateral ties and see the U.S.-Serbia relationship prosper like never before.

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AMERICA

Tailored to People

CLICK ON ICON 

We are in an era of galloping development of digital connectivity. At the same time, this progress is accompanied by challenges on how to preserve the basic values of communication - from the way we communicate with each other to the broadest forms of professional, social and business spheres in public life C O R P O R AT E

he last decade has been marked by a pronounced phenomenon called oversaturation of the advertising market. This was significantly influenced by the emergence of "new media", i.e. a number of different platforms which can be used to run advertising campaigns. We had to arouse interest in otherwise disinterested listeners, readers and viewers who are all potential consumers. This is where we started to become aware that a trick advertisement and slogan are not enough, but that we had to exercise balance and have a refined sense of listening to the customer and feeling their pulse. The results were increased attention of the target groups and appropriate, close and creative communication, which does not provoke a negative reaction. Warmth and tangibility have become an important segment of visuals and messages. It is more important that a satisfied customer remains a loyal consumer throughout marketing campaigns. Marketing and the customer have an increasingly personal relationship. The future lies in the personalization of content. An individual algorithm created from personal preferences will change today's advertiser's thinking about the emotion that should "grab" consumers being the most important thing.

Technology, however, will never defeat a human being as a living consumer and everything hinges on the idea, information and initiative.

Aggressive, a one-way conversation between the brand and consumers died in the modern age. I deliberately used this metaphor to point out that marketing is no

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longer just an ad that "sticks" to consumers just like that. The new economic conscience has a big impact on purchasing decisions. Brands need to do much more to attract consumers. Now brands are under pressure to establish more humane and culturally relevant ways to engage audiences. In the current climate, the consumer is cynical. Although consumers seem gullible due to the extensive growth of digital, they are also more distrustful.

That is why a brand has to have a humane and close approach to the consumer. It has to be an authentic reflection of what is its value and quality, or it will slip. The gist here is quite obvious - just tell me kindly and with care why is your product or service good for me.

Long-standing experience in communications has shown me that now is a crucial time for the return of the core and meaning of communications. We are in an era of galloping development of digital connectivity. At the same time, this progress is accompanied by challenges on how to preserve the basic values of communication - from the way we communicate with each other to the broadest forms of professional, social and business spheres in public life. Experience tells me that we have to return to the culture of communication, be mindful of the essence of the content we exchange, as well as the accuracy of information and relevance and reputation of participants in communication, to communicate facts, to boost the value of true information and to be open. To be clear, we are watching a game in which lies more often beat the truth, and prosaic-

JASMINA STOJANOV Managing Director, Nova Communications

New technologies have already opened the door of the future, which will shape both marketing and communications

ness beats the essence.

New technologies have already opened the door to the future, which will shape both marketing and communications. The biggest challenge is the accelerated development of the digital sphere, whereby new marketing and communications will be shaped by the development of artificial intelligence. Television is not 'the old lady to write it off too soon. The entire digital sphere and television will remain the strongest platforms. The main trend will be the personalization of content for different groups of consumers and establishing a personal relationship between buyer and seller through marketing.

Focusing on the client, creating a deeper relationship with the client with an emphasis on quality and results, successful sales of new business opportunities with the use of new tools, market-oriented campaign management and understanding of the business environment - all this will go into creating a strategy for the client. The most important thing for us is that our client has strong trust in us to the extent that they agree to change their vision of when, how and where the advertisement should be placed, when we, as experts with experience in monitoring market trends, tell the client where and when the advertisement will have the best visibility and who are the best target groups for the campaign. The client of Nova Communications must get the best value for their money. Our clients put their bona fide trust in us that we are going to manage their capital properly and we have always done that well.

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by RUŽA VELJOVIĆ

Substantial Growth of Economic Activity

Improving the work of the judiciary, promoting the rule of law, reducing corruption, accelerating digital transformation and more efficient public administration, as well as cooperation between public and private health care, are still key to economic recovery in 2022

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s a representative of some of the largest and most influential foreign and local enterprises in the country, AmCham Serbia possesses the capacity to serve as a powerful agent of change in Serbia's process of economic development.

Stefan Lazarević, novi predsednik AmCham Srbija, govorio je o svojim prioritetima na čelu organizacije, oporavku nakon pandemije, izazovima, ali i o ulozi Srbije u regionu kada su u pitanju američke investicije.

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You have been recently elected President of AmCham Serbia.

What will be your priorities in the coming period in terms of AmCham's activities?

— AmCham will remain consistent in its intention to support American and other investors in Serbia, as well as in supporting the Government in conducting reforms and creating a predictable, stable and attractive business environment.

As a constructive partner, we will try to be a part of every conversation about improving the economic environment, as well as other top-

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ics related to attracting investments and adhering to the highest standards in all spheres of business.

We will certainly get involved in boosting regional initiatives, such as the Open Balkans Initiative. Although it currently includes only Serbia, Albania and Nort Macedonia, this initiative is inevitably a big step towards EU membership.

It implies free movement of people, goods and services, and in a concrete everyday sense, it facilitates life and work for all of us in the region through e.g. mobility of employees, shorter retention of goods at borders, but also through deeper cooperation of companies in doing business in larger markets.

Our 10 committees will continue to carry on their activities. Through the work of these committees, we share best practices and define concrete initiatives, as well as projects such as AmChamps, which we are especially proud of because it is an important resource for new young future leaders.

If the last year was all about fighting COVID, 2022 will be the year

STEFAN LAZAREVIĆ President of AmCham

Our 10 committees will continue to carry on their activities.

Through the work of these committees, we share best practices and define concrete initiatives, as well as projects such as AmChamps

of recovery, according to the latest forecasts. What expectations do the companies that are members of AmCham have for 2022?

— Despite the pandemic, Serbia recorded a significant increase in economic activity in 2021. Higher employment and wage growth were also recorded, while the state maintained the stability of public finances and received more foreign direct investments, with a noticeable global rise in inflation, which of course, did not bypass Serbia either.

Based on research done before the Ukrainian crisis, business sector's plans for growth are more positive compared to the previous year.

As many as seven out of ten members of the American Chamber of Commerce expect an increase in the volume of their business and investments this year, while over half are planning hiring new people. Compared to the previous results, expectations regarding business growth are higher and reflect the plans for 2018 and 2019, but still slightly below the plans for 2020.

We are now analyzing the effects and consequences of the Ukraini-

an crisis, as well as the way in which it will reflect the previously set expectations.

Improving the work of the judiciary, promoting the rule of law, reducing corruption, accelerating digital transformation and more efficient public administration, as well as cooperation between public and private health care, are still key to economic recovery in 2022. We will continue to cooperate with the Serbian Government on all these demanding reforms, and I believe that we will soon see tangible results of this cooperation.

What are the most important conclusions of the research that you presented at the end of last year? What are your members' expectations this year?

— Over two-thirds of AmCham's members rate the business climate as moderately favourable. As an investment destination, Serbia is better rated than Montenegro, Macedonia and Bosnia and Herzegovina, but worse than the neighbouring countries that are members of the European Union.

As in the previous two years, according to AmCham members, institutional reforms are still the most important, that is improving the work of the judiciary, promoting the rule of law and reducing corruption.

As a third priority, AmCham members mentioned the further development of eGovernment (which development so far has been favourably assessed) and further efforts to improve the efficiency of public administration. Compared to the previous two years, a more transparent and efficient public procurement system stands out as a slightly more important priority.

As for the budget spending required for long-term growth, as in previous years, AmCham members give priority to investments in education. Compared to previous years, the need to invest in the environmental protection continues to be especially important, as do investments in health care, during the pandemic.

In terms of micro and small enterprises that are not members of AmCham, the priorities largely coincide, but further efforts to reduce the shadow economy and unfair competition are important to them.

What do you think will be the biggest challenges this year for both AmCham as an organization and its member companies?

— Our economy has grown significantly in the past year, but apart from the effects of the pandemic that are unavoidalbe, AmCham members see the availability of workforce, institutional reforms, inflation, rising energy prices and supply chain issues as challenges.

In addition to this, we are closely monitoring the situation in Ukraine, which we believe will have an impact on the global economy, and then in the region and Serbia.

We did a survey on the impact of the Ukrainian crisis among members, to be up to date with challenges and react in a timely manner, but

for the past three decades. What role does Serbia play in the region in terms of American investments? In which segments can our two countries improve their cooperation?

— The partnership between the United States and Serbia has been lasting for more than 140 years, and bilateral support for Serbia on its way to the EU membership has had a positive effect on attracting foreign investments.

American companies have so far invested over 4 billion euros in Serbia and currently employ more than 22,000 people. It is noticea-

it is still early to talk about the exact consequences, because estimates change daily.

At the same time, we have a lot of work to do regarding the green agenda and climate change. The good news is that a large number of international companies from Western countries which operate in Serbia are already applying the best European and world practices, and this transfer of knowledge and experience will be of key importance for our rapid progress in this field.

ble that the number of American investments in our country is growing year on year, and that American companies in our country feel good and are doing a very good job of further promoting Serbia as an investment destination. Serbia is the largest country in the region, which naturally has the largest influx of foreign investments. The arrival of American investors in the service and production sector is encouraging, despite the impact that the crisis has had on the volume of investments in the region and beyond. We believe that in the period ahead, there will be plenty of good reasons to talk about them.

The Western Balkans has been the focus of continued US engagement, investments and support

As for the budget spending required for longterm growth, as in previous years, AmCham members give priority to investments in education

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Highest Investments in Telecommunications

In cooperation with the Chamber of Commerce and Industry of Serbia, the Development Agency of Serbia plans to organize the participation of domestic companies at the PLMA CHICAGO Fair in Chicago, the USA, from 13th to 15th November

C O O P E R AT I O N

ccording to the data collated by the National Statistics Office, in 2020, Serbia exported goods worth 321.8 million euros to the United States (an increase of 18.7% compared to 2019). In the same period, imports from the United States amounted to 390.2 million euros (down 20.6% compared to 2019).

The data from the same source shows that Serbia exported goods worth 435.9 million euros to the United States (an increase of 35.5% compared to the same period last year) in 2021. In the same period, imports from the USA amounted to 408.7 million euros (an increase of 4.7% relative to the same period last year).

The total trade between the USA and Serbia amounted to 996.299 million in 2021, while in 2012, it stood at 412.861 million US dollars, a difference of over half a billion.

Exports in 2012 amounted to 96.749 million US dollars, while in 2021, the exports were 512.915 million US dollars. In contrast, in 2012,

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The data from the same source shows that Serbia exported goods worth 435.9 million euros to the United States (an increase of 35.5% compared to the same period last year) in 2021

Serbia imported goods worth 316.112 million US dollars from the US, while in 2021, the figure was 483.384 million. It is obvious from these figures that Serbia has exported more to America than it imported.

Record-breaking imports, worth 551.191 million US dollars, were achieved in 2019.

The countries to which Serbia exported the most in 2021 were Germany, Italy and Bosnia and Herzegovina, while the United States is in 18th place, while in the same year Serbia mostly imported from Germany, China and Italy, with the US occupying 20th place on the list of the countries that Serbia imported from the most.

In cooperation with the Chamber of Commerce and Industry of Serbia, the Development Agency of Serbia (RAS) had a plan to organize the participation of domestic companies in some of the trade fairs in the US. Domestic food companies were supposed to present their products in Serbia’s booth at the PLMA CHICAGO private label fair. Because of the COVID-19 pandemic, the Fair was cancelled both in 2020 and 2021. This year, again in cooperation with the Chamber of Commerce and Industry of Serbia, the Development Agency of Serbia plans to help Serbian companies to take part in the PLMA CHICAGO Fair in Chicago, the USA, which takes place from 13th to 15th November.

Starting in 2010 and ending in the third quarter of 2021, the US residents made investments in the Republic of Serbia in the amount of 641 million euros, which puts the United States 14th on the list of countries that were the largest investors in Serbia in that period.

II THE BIGGEST INVESTMENTS OF AMERICAN COMPANIES IN SERBIA - RAS INVESTMENT DATABASE

The Development Agency of Serbia (RAS) generates its records according to the country of origin of the company that invested, based on the Agency’s survey on foreign direct investments (FDI) by companies and the investment reports of the companies themselves. Due to the lack of legislation on companies' reporting about their investments, the following data can only be taken as indicative values. In this regard, and for the reasons stated, RAS records do not include investments of all companies, as well as all investments by individual companies.

The following American companies made the biggest investments in Serbia - Kohlberg Kravis Roberts (KKR) in the field of telecommunications, Philip Morris Operations in the tobacco industry and Molson Coors, a Canadian-American food and beverage corporation, followed by PepsiCo and Coca-Cola. EBV Elektronik, a semi-conductor distribution company, occupies the last 28th place.

Note: Due to the lack of official data on the amount of investments by individual companies, these data were obtained based on research conducted by RAS and include both implemented and ongoing investments, as well as planned investments in the past few years. Also, the RAS records do not include infrastructure investments, but only investments in production activities and services. Although RAS strives to provide as accurate information on investments as possible, the Agency does not accept responsibility for inaccurate or incomplete data.

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We Are Not Just a Hotel, We Are a Destination

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Viceroy Kopaonik could become a venue of choice for business events and private celebrations this spring C O R P O R AT E

arko Korica, G eneral Manager of the Viceroy Kopaonik Serbia Hotel, the first 5-star mountain resort, summarises the results and future plans after the brand has had its first successful winter season.

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You were a part of the hotel’s management from the moment the Viceroy Kopaonik Serbia Hotel was opened. How would you summarize the past winter season at the most famous Serbian ski resort?

— Bearing in mind this was our first winter season since the opening last June, we are very satisfied with the number of domestic and foreign guests, who came from different parts of Europe. Nature blessed us with an abundance of snow, while we took care of the rest, aiming to provide a new dimension of unparalleled experiences at the Silver Mountain. Guests could start a unique gastro journey in one of our three restaurants, relax in the only full-service luxury spa at Kopaonik, or just enjoy in their spacious rooms and suites with a jaw-dropping view on recognizable Kopaonik’s sceneries. The first winter season was surely a great success but a lesson learned that made us ready for the upcoming spring visits for which we strongly worked to make it unforgettable for our guests.

The Viceroy brand’s first winter resort is located in Aspen, Colorado. Do you cooperate with them?

Did you maybe exchange experiences which were helpful to you in some ways?

— Surrounded by some of the America’s greatest skiing peaks, Vice-

roy Snowmass luxury resort in Aspen shares many similarities with Viceroy Kopaonik, which is a second brand’s winter destination, and at the same time, the first in Europe. Their hotel management team had many valuable insights to share and they have been very supportive in general. Our corporate and marketing teams had liaised and exchanged ideas. We have also done cross-promotion with the Snowmass on key cards and in all Viceroy brand journals.

The hotel is also the first 5-star ski-in, ski-out resort in Serbia. Do you cooperate with local organizations and how does that improve the destination’s offer in general?

— We are not just a hotel, we are a destination, so we must work together with the neighbouring hotels to level up the game. Also, we need to make sure we are working with the local officials to overcome many infrastructural challenges and to create more sustainable future for our mountain. In this regard, we have had a strong cooperation with the Kopaonik National Park from the very beginning. Last year, we launched “For the love of the forest”, as a part of mutual effort to increase reforestation and biodiversity on the sunny mountain (as the Kopaonik is affectionately called).

In order to make the mountain environment more eco-friendly, we are planning to place bins in front of ski park, as just one of the eco-activities we are going to focus on.

What kind of challenges have you faced so far and what are the reactions and impressions of the Vice-

MARKO KORICA GM of the Viceroy Kopaonik Serbia Hotel

I am proud of the whole team and the fact we closed the first winter season with a great success

roy Kopaonik resort’s visitors and guests so far?

— At a time when many hospitality brands were minimizing their assets, Viceroy doubled down the investment in the travel industry.

During those uncertain times affecting everyone, we took our time to finalize the work, paying greatest respect to health and safety of our employees and guests. We successfully overcame all of them so we are becoming a finely tuned team I believe our guests can certify as well.

Among other things, our intuitive service and authentic design have received many of their praises. During the winter season, they were also happy to enjoy our culinary diversity and special packages for all types of travellers during winter holidays.

What are the results you're most proud of and what are the plans fo r t h e sp r i n g a n d s u m m e r season?

— I am proud of the whole team and the fact we closed the first winter season with a great success. The latest gem we are proud of is the recently opened Peroko restaurant, which brought premium tastes of Asian cuisine to Kopaonik’s menu for the very first time. Indeed, we are a ski resort with an all-season appeal. In the upcoming period, we will focus our efforts on attracting visitors from all around. With our food and beverage offer and flexible conference halls, Viceroy Kopaonik could also become a venue of choice for business events and private celebrations this spring. To all our new and regular visitors, we can promise a contemporary luxury blended in natural beauty and boundless adventures in the heart of the National Park.

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AMERICA

Top of the Tops The biggest, the most deregulated and the best business environment

ECONOM Y

hey say that the secret to the success of the American economy is the ability to adapt and be a leader. Also, private initiative is the "king" of this economy - anyone with a business idea can climb to the top of the corporate, but also disappear from it. Startups are numerous, and the business environment is deregulated, while according to statistics, being the best in the world for investments.

Somebody has said that one of the American business "secrets" lies in the non-egalitarian spirit, otherwise typical of Europeans. Bono Vox, the legendary singer of the Irish band U2, once explained the Irish and American spirit to Americans. Although a large percentage of Americans are of Irish descent, and the language in both countries is the same, when an American sees a mansion on a hill, they will enthusiastically say: "One day, I'm gonna be like him!". The Irishman will grit his teeth and say: "One day, I'm gonna get him!"

Either way, the United States is the wealthiest, most powerful, and most influential country on the planet Earth. Its nominal GDP, estimated at more than $ 20.5 trillion in July 2019, represents approximately 1/4 of the world’s nominal GDP. Only when we compare the EU's GDP with the US or China's GDP, with more than a billion people, then we can notice the frighteningly huge outlines of the American

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economy. GDP at purchasing power parity in the United States represents 1/5 of world GDP at PPP. In return, the United States maintains a high level of production and GDP per capita (PPP) of about $53,042, which is the seventh-largest in the world, making the United States, in these circumstances, one of the richest nations in the world. They are also the largest industrial producer in the world and the largest trading country in the world, with China as its main trading partner, as are its neighbours – Canada and Mexico - with which the US forms an economic union.

The United States economy has its currency, the US dollar, and the language, English, a means of trade and communication references around the world, which are two huge advantages. The United States is a mixed-type capitalist economy that has managed to maintain a stable growth rate of global GDP, moderate unemployment, and a high level of research and capital investment. It is, not counting the colonial empires, the world's largest national economy since the 1890s.

Currently, most of the economy is based on the service sector, but unlike most post-industrial countries, it still maintains an important and competitive industrial sector, specializing in high technology and leading sectors, which accounts for 20% of global manufacturing output. That is another secret of American robustness.

The United States economy has its currency, the US dollar, and the language, English, a means of trade and communication references around the world, which are two huge advantages

Of the world's 500 largest companies, 133 are based in the United States, twice as many as any other country in the world. The US labour market has attracted immigrants from all over the world and its net migration rate is among the highest in the world. The country has the highest number of business facilities and is ranked 4th in the Global Competitiveness Index.

Its powerful currency, the US dollar, accounts for 60% of the world's reserves, while the Euro accounts for 24%. The US has the largest financial market and it has one of the main roles in influencing international economic and political decisions. The value of foreign investment in the US was estimated at $ 2.4 trillion in 2011, which puts the country in the first place. The US investments abroad amount to 3.3 trillion dollars. America has been the leading agricultural power for 150 years - they are the largest producer of soybeans and corn. The US is no longer the largest manufacturer of motor vehicles (they are currently 2nd), but they have conquered the world with their cars. They infected us with perfected versions of other people's and their own inventions shopping malls, movies, the Internet and the media and have Americanized the whole planet. Simply, beginning with the former 13 disobedient colonies, they worked hard and expanded their country. In the end, they settled on top of the world’s economy. What a journey!

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AMERICA

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A Decade of Outsourcing Excellence

As a Knowledge Processing Outsourcing (KPO) company, OIP is headquartered in Scottsdale, Arizona with processing centers in Belgrade and Nis, Serbia. Their expertise lies in the insurance industry, particularly in the Excess and Surplus lines segment

C O R P O R AT E

utsource Insurance Professionals is a company founded in 2012 by a Serbian-American couple, Alex and Bevin Beatovic. Having the perfect compound of corporate and entrepreneurial knowledge and experience, they’ve decided to up the ante by starting a company of their own. The main principle that’s been deeply rooted within their business philosophy, and is now one of the main principles embedded in OIP’s culture, is growing the people who will grow the business. What started as a home office of five employees is now a company with more than 500 employees. As a Knowledge Processing Outsourcing (KPO) company, OIP is headquartered in Scottsdale, Arizona with processing centers in Belgrade and Niš, Serbia.

Their expertise lies in the insurance industry, particularly in the Excess and Surplus lines segment.

To lead by example is easy to say but much harder to practice. Who epitomes this phrase, as not so quietly confirmed by a number of OIP members, is Martina Seferović, one of the first employees and now the Managing Director. Something she’s often found "guilty" of is connecting Serbian, US, UK and Canadian cultures, ensuring there’s a tailored

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We’re extremely proud of the relationships we’ve built within the community and industry, and incredibly grateful to have employed some of the best and brightest talent in Serbia

approach to meeting each clients’ needs. Her strategic initiatives and ability to inspire OIP team members by creating a receptive culture of excellence is often underlined as a recipe for success.

Equal opportunity within OIP is prevalent as all employees start their careers in the American Insurance Academy, a company-sponsored education program.

After learning the foundation of American insurance, everyone is given a proverbial ladder to climb.

Proof that hard work and dedication are rewarded at OIP is Mina Jovanović, Senior Director of Operations. Joining the company fresh from college in 2013, she grew along with the company. When OIP opened their second Serbian office in Niš, Mina spearheaded the company's expansion, setting a solid base for future growth.

Today, OIP employs more than 500 people and competes in the global market of outsourcing service providers. What differentiates them is the knowledge and expertise that comes from 30+ years of insurance experience. The new generation of insurance professionals received their training directly from the company’s founder, Bevin Beatovic. One of the top

students, Snežana Obradović, Director of Finance and Compliance, is a gatekeeper of the high-quality standards on which OIP prides itself. With an amazing eye for detail and a champion of overcoming challenges, Snezana was selected to be on Forbes Financial Council, furthering her contribution to supporting company growth.

OIP’s values are best reflected through vast charity activities and contributions, not only at the company level but the individuals as well. They have established great relationships with several organizations, consistently giving back to the community. Some of their charitable partners are Osmeh na Dar, Džedajski Pokret, NURDOR, BelHospice, etc. Last year alone, OIP donated dozens of desktop computers to Svetozar Marković Elementary School in Rekovac, along with 500+ New Year’s gifts for children in need across Serbia.

This year marks a decade of OIP’s success. “We’re extremely proud of the relationships we’ve built within the community and industry, and incredibly grateful to have employed some of the best and brightest talent in Serbia,” owners Bevin and Alex Beatovic shared.

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by MOMČILO MIRIĆ, CEO at TIM Co. CLICK ON ICON 

Revolution in Mammography Aside from recognized and proved quality, what for decades distinguished Hologic from other manufacturers was their dedication to a cause, their focus. They were always eager to learn more from the professionals, both radiologists and technicians, how they could improve the device verybody knows what mammography is, but few people will tell you what is Tomosynthesis.

Mr. Momčilo Mirić is the CEO of TIM Co. a company that more than 20 years is introducing new technologies into the regional health systems. Being a representative of the most recognized promoter and protector of Woman’s Health, dedicated medical equipment manufac-

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turer HOLOGIC, Inc., based in the U.S., TIM Co. had an easy task to just “spread the word”.

HOLOGIC is a global leader in early breast cancer detection, osteoporosis and cervical cancer screening equipment, being the inventor of a series of new solutions and improvements continuum of both equipment features, diagnostics and treatment protocols. Hologic’s Science of Sure reflects a leading

C O R P O R AT E

In the U.S. they have nearly 9.000 facilities with mammography units. MQSA is an organization that takes care of the Quality Control of all those centers where mammography takes place

innovator in women’s health, helping healthcare professionals around the world. Hologic’s innovations are designed to achieve exceptional clinical results, making it possible to detect, diagnose and treat illnesses.

“What exactly made Hologic a mammograph of choice throughout the world, and especially here in Serbia. As I recently learned, Hologic takes around 70% of all mammography units in the Republic?

It is simply a better mammogram.

Marina Dwight Smith, Director of Mammography Quality at Parkview Health, Indiana said: “The Genius® 3D™ exam is a game-changer. It has allowed the radiologist to see things they’ve not seen before.”

Aside from recognized and proven quality, what distinguished Hologic from other manufacturers for decades was their dedication to a cause, their focus. They were always eager to learn more from the professionals, both radiologists and technicians, about how they could improve the device. Their R&D department was constantly in communication with end-users. That specific relation iteratively brought many patents to life.

One of their most prestige inventions was a 3D mammography – tomosynthesis. Namely, for 40 years mammograms were of the same technology, with limited diagnostic quality. But, they were the only weapon against the hidden breast cancer – the so-called “gold standard”. The fact that, when making a mammogram, the technician projects breast volume (with all details in it) to a 2D image, was the main reason for relatively low specificity and sensitivity, as breast tissue was overlapping on the image. Overlapping tissue was either hiding small cancers, generating results known as a “false negative”, or even simulating shapes like cancer lesions, generating “false positive” findings.

Such 2D mammograms we call conventional mammograms, regardless they are analog, digitized, or digital.

The main idea was to eliminate the overlapping problem and to raise specificity and sensitivity. It was perfectly done with the X-ray tube rotating at a small angle taking images during rotation. That way the unit was generating 15 projections that all were processed in the powerful computer and, as a result, the radiologist could read perfect slices of only 1mm thickness. It was very similar to a medical CT scanner.

Now, small cancer literally has no place to hide, as small cancer is considered, say, less than 10mm. The beauty of tomosynthesis technology is the fact that radiologist has the opportunity to look at each tiny slice of the breast, one by one, having no chance to miss cancer. It is like you are reading a book.

And why it is important? Our goal is to save lives. Tomo-mamograms let doctors see more, so they could catch cancer at its earliest and most treatable stage. Early detection is the key. The smaller the discovered cancer is – the greater chances for the patient to be cured. It is considered that if cancer is discovered early enough, there is an over 95% chance of the patient surviving. At the same time, small cancer is not palpable, making it difficult to be discovered, but also difficult to be treated. But, with tomosynthesis, most of the very small cancers are easily discovered.

In the U.S. they have nearly 9.000 facilities with mammography units.

MQSA is an organization that takes care of the Quality Control of all those centers where mammography takes place. At the onset of Hologic tomosynthesis, all were using

conventional mammography units.

Within the first year of commercially available 3D mammography, over 30% of facilities ultimately changed their equipment to Hologic tomosynthesis. The first competition device (GE) came only three years later.

Nowadays, we are proud to say that all mammography devices manufacturers have their model of mammography unit with tomosynthesis.

In the year 2005, on October the first, Hologic CEO, Mr. Jack Cummings was the first one to loud ring a bell, signaling the opening of the NASDAQ day’s trading. Each year, on the first of October, Breast Cancer Awareness Month, Hologic is opening NASDAQ. The iconic bell-ringing ceremony at Nasdaq MarketSite became a tradition that additionally raises breast cancer awareness.

HOLOGIC mammography devices were the first to be used in many clinical trials throughout the world.

And the results were revolutionary!

Radiologists were eager to evaluate this new equipment in clinical trials, and many started simultaneously trying to understand the real benefits of the new technology.

Soon first results started popping out from new clinical trials. The trials were organized in Norway, already well known for highly organized breast cancer screening, in Italy, the U.K., Spain, in the U.S., one by one with more and more women involved and participating in the studies. Most studies were screening clinical trials where the goal was a comparison between 2D and 3D mammography.

By the end of 2008, the first generation of digital mammography with tomosynthesis was available

In the year 2017, Hologic commercialized the new, secondgeneration tomosynthesis mamo devices.

A completely new advanced digital detector was applied, with a new, better resolution

on the market, already in 2013, we had the first peer review results.

It was confirmed that new mammography with tomosynthesis discovers 42% of small, invasive cancers more than conventional 2D mammography. At the same time, all studies showed a fall in the Recall Rate. Recall Rate is an important factor that defines the quality of a breast cancer screening. It is a number of women called again, after mammography, to perform additional investigational procedures, like ultrasound, or magnetic resonance (MRI), as by reading a mammogram, the radiologist couldn’t be conclusive about the suspected lesion, spotted on the screening mammogram. The lower this number is – the better the screening is.

So, in most of the studies, the Recall Rate was even 40% lower.

In the year 2017, Hologic commercialized the new, second-generation tomosynthesis mamo devices. A completely new advanced digital detector was applied, with a new, better resolution. For the first time, the resolution of the fullfield digital mammography (FFDM) with a pixel size of 70 microns was matched with the tomosynthesis mammogram. Simultaneously, Hologic additionally improved the simplicity of work for the technician, and highly improved the comfort of the patient.

As the Clinical Studies were performed further, many of them went to a second phase with the new equipment, and expectedly, considerably new improvements showed better results. The newly diagnosed small, invasive, breast cancer was discovered for 65% more than on a 2D mammography, and the Recall Rate was kept on the same level, with No Compromise, and No Comparison!

At the end of 2019, Hologic had more than 200 clinical trials, over 40 of them in breast cancer screening, with over two million (2.000.000) women participating in the studies worldwide, counting over 1.75 million only in the screening studies.

These were stunning revolutionary results that led to the absolute supremacy of Hologic early breast cancer detection equipment.

So, we can say nowadays that Hologic is the only company with clinically approved technology. Unfortunately, the competition failed to reach these results.

There are three words defining the Hologic strive: Purpose, Passion, Promise.

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AMERICA

T R A DI T ION

Super Bowl Sunday 18

SPECIAL EDITION

The television network carrying the game (either CBS, Fox, ABC, or NBC) will usually devote the entire day's programming schedule to the game, with extended pregame shows, NFL Films retrospectives of the previous season, and special versions of the Sunday morning talk shows in the morning and afternoon hours leading into the game

uper Bowl Sunday, officially Super Sunday in the NFL, is the day on which the Super Bowl, the National Football League (NFL)'s annual championship game, is played.

Although considered an unofficial national holiday, every other week in February (previously the first week) a celebration takes place with groups of people, usually family or friends, gathering in one place to watch the game. This group also includes people who are not otherwise football fans. More and more people are watching the game from home, although in the past and throughout history, people gathered much more in bars to watch the game. More people watching the game from home is result of TV screens getting bigger in America and Canada. Also, it is more comfortable and saves money.

On the day of the Super Bowl and due to its huge popularity, stores and markets are almost empty, especially in those parts of the country from which one of the Super Bowl teams comes. As a result, water consumption in homes goes down, while the only time that water consumption considerably goes up is during halftime and after the game.

Additionally, churches sometimes cancel afternoon or evening services on Super Sunday, hold football-themed charity drives, or deliver sermons designed to appeal to male members of the congregation. Both "Super Sunday" and "Super Bowl Sunday" are registered trademarks of the National Football League.

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The Lombardi Trophy, given to the Super Bowl winners, weighs 3,175 kilograms or 7 pounds and costs $50,000

The presumption is that Super Bowl causes a drop in work productivity on Monday after. Hence, the NFL officials have suggested the Super Bowl weekend to last three days so that football fans could properly celebrate.

The television network carrying the game (either CBS, Fox, ABC, or NBC) will usually devote the entire day's programming schedule to the game, with extended pregame shows, NFL Films retrospectives of the previous season, and special versions of the Sunday morning talk shows in the morning and afternoon hours leading into the game.

Tom Brady, a Tampa Bay Buccaneers player, is probably the most famous face of the Super Bowl ever.

Brady started his career in 2000, in the New England Patriots, for which he played until 2019 before moving to Tampa Bay. He won the NFL

league with the Patriots many times, as well as his 7th record-breaking title with the Buccaneers. Also, Brady won the Super Bowl MVP title five times and is considered the best quarterback of all time. In February 2022, he announced his retirement.

Even the Serbian NFL fans were disappointed with his decision. However, he changed his mind and announced on his social media profile that he would not be retiring as he had some "unfinished business" to do.

The New England Patriots and Pittsburgh Steelers won the highest number of Super Bowls, six each.

On the other hand, the Cleveland Browns, Detroit Lions, Houston Texans and Jacksonville Jaguars have never played in Super Bowl, while the Patriots played 11 times.

The Super Bowl winning team members all receive $150,000 for the victory this year. The losers receive $75,000. Adding to those amounts for previous playoff wins that each player received ($65,000 for conference championship game, $42,500 for divisional round and $42,500 for wild card round). Only a Super Bowl ring costs a minimum of $35,000. The most expensive ring belongs to the Patriots who won Super Bowl XLIX. New England owner Bob Kraft doled out $36,500 per ring. Each franchise pays for 150 Super Bowl rings with help from the league ($5 million). Tom Brady owns seven Super Bowl rings with a total value of $2,414,489.

The Lombardi Trophy, given to Super Bowl winners, weighs 3,175 kilograms or 7 pounds and costs $50,000.

Large amounts of food and alcohol are consumed on Super Sunday. The event is the second-largest food consumption event in the United States, behind only Thanksgiving dinner, and some police departments have noticed a dramatic increase in drunk driving on Super Sunday.

Super Sunday food is usually served buffet style, rather than as a sit-down meal. Foods traditionally eaten on Super Sunday include Buffalo wings, chili, baby back ribs, dipping sauces, pizza, and potato chips.

Many pizza delivery businesses see their order numbers double as roughly 60 percent of the take out ordered on Super Sunday is pizza.

Roughly 28 million pounds (13,000 t) of chips, 1.25 billion chicken wings, and 8 million pounds (3,600 t) of guacamole are consumed during Super Sunday.

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AMERICA

A Lone Rider Walks Into a Town

The golden age of western films is determined by the work of two directors: John Ford, with John Wayne as the main star of Ford’s films with the two first collaborating on the iconic film called Stagecoach, and Howard Hawks, who made movies like Rio Bravo, Red River and El Dorado ide-brimmed hats, spurs on boots, a Colt tucked in the belt and scarves around necks are just some of the clothes that cowboys, heroes of western movies, wore.

They are known for their honour and desire for justice and often revenge. Apart from the said cowboys,

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Indians are, of course, the indispensable characters of every western movie - the Navajo, Apaches, Sioux and many other tribes were infamously depicted in this film genre.

The Indians are often accompanied

by Mexicans (the Comancheros) and even gangs composed of lawbreakers who would usually cause

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‘The Great Train Robbery’ from 1903 was the first western ever, a silent film directed by Edwin S. Porter with Broncho Billy Anderson in the lead role

trouble to local sheriffs. Western films often depicted certain historical figures, be it generals of the American army or a bandit who gained notoriety for their transgressions. Although western is best known as a film genre, it can be found in literature as well as in comics.

When Stanley Kubrick (the director of ‘2001: A Space Odyssey and ‘The Shining’) asked Sergio Leone, best known for his Dollars trilogy (‘For a Handful of Dollars’ from 1964, ‘For a Few Dollars More’ from 1965 and ‘The Good, The Bad and The Ugly’ from 1966), how he had managed to achieve such a strong impact with the soundtrack and images in his film ‘Once Upon a Time in The West, Leone replied that he had written music first. So it would be worthwhile to start with music as an important segment of western films.

The name that is most associated with the Western genre of music and film music, in general, is the recently deceased composer Ennio Morricone. He has composed and edited scores for over 500 film and television productions and has the longest collaboration with direc-

tors Sergio Leone, Brian De Palma, Barry Levison and Giuseppe Tornatore, for whose film ‘Cinema Paradiso’ he composed one of the most beautiful soundtracks. Still, even people who have never watched a western movie can recognize the fantastic soundtrack from Leone’s ‘The Good, The Bad and The Ugly’.

He received the Academy’s Honorary Award in 2007, and in 2016, after collaborating with Quentin Tarantino on his western debut ‘The Hateful Eight’, he won an Oscar for the Best Original Score.

Music is an indispensable part of every film, but a quality western and a showdown between sheriffs and bandits, as well as the gallop of Indian horses through the prairie, cannot be imagined without it.

And thus, locations are the next essential part of every film dedicated to the Wild West. Usually these include pueblos/forts, mostly military ones in which the troops advancing further to the West are accommodated, then Indian tribes gathered around their wigwams and campfires, and crowds of ordinary working Joes, sitting in smokefilled saloons, gathered around the piano under the watchful eye of sheriff and a ranger. In some westerns, those that are usually poor-

ly developed, a female character might pop up, mostly causing trouble. Western films mostly take place in the south of the USA, but depending on the event, there are westerns whose characters move around other parts of America as well. Early westerns were mostly shot in studios, just like old Hollywood movies, but when on-site filming became commonplace in the 1930s, western film producers used remote locations in New Mexico, California, Arizona, Utah, Nevada, Kansas, Texas, Colorado and Wyoming. Although many westerns were filmed in California and Arizona, most of the action was set in Texas. Productions were also filmed at locations on film ranches.

‘The Great Train Robbery’ from 1903 was the first western ever, a silent film directed by Edwin S. Porter with Broncho Billy Anderson in the lead role. The film's popularity opened the door for Anderson to become the first Cowboy movie star, and he proceeded to make several hundred short western films. The golden age of western films is determined by the work of two directors: John Ford, with John Wayne as the main star of Ford’s films with the two first collaborating on the iconic film called Stagecoach, and Howard Hawks, who made movies like Rio Bravo, Red River and El Dorado.

During the 1960s and 1970s, the western film genre experienced a revival with the so-called "spaghetti

Western films mostly take place in the south of the USA

westerns" or "Italian westerns" that took place in Italy. Many of these films were low-budget productions, shot at a location chosen because of the low crew and production costs as well as the similarities with the landscapes of the southwestern United States. There was more action and violence in the spaghetti westerns than in the Hollywood ones.

Sergio Leone's films have a hint of parody that gives them a different tone to Hollywood westerns.

Charles Bronson, Lee Van Cleef and Clint Eastwood became famous thanks to their performances in spaghetti westerns, although they also served as a detour for famous actors such as Jason Robards, James Coburn, Klaus Kinski and Henry Fonda.

Although the golden age of westerns is long gone, many contemporary directors are returning to this genre, such as Kevin Costner, who directed the famous ‘Dances with Wolves’ in 1990 and won many Academy Awards, and Quentin Tarantino. There are also remakes intended for younger audiences and done with better technology.

The future of the western genre is uncertain because, at one point, audiences were too spoiled for choice, but it would be nice if the genre continues to live, so instead, our leading characters riding into the sunset, they should rather continue to gallop across the film prairies.

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AMERICA

TOURISM

A Century and a Half in a Single Monument

The works started on October 4, 1927.

Using dynamite and drills, about 400 workers started making something that would become a national monument or a monument of national importance years later, just as it had been conceived 22

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he first 150 years of the United States of America are represented in one monument. Symbolizing the different p erio ds and achievements of the carved presidential figures, the Mount Rushmore National Memorial is today one of the biggest tourist attractions in America.

When, in 1923, the Secretary of the South Dakota State Historical Society, Jonah Doane Robinson, had a wish to attract more tourists to the country, he never dreamed that almost 100 years later, three million people a year would walk in front of a monument that was his idea. That monument in question is Mount Rushmore. The works started on October 4, 1927. Using dynamite and drills, about 400 workers started making something that would become a national monument or a monument of national importance

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years later, just as it had been conceived. At first, historian Robinson wanted to carve out Western heroes like Lewis and Clark, but the idea was soon abandoned. The American sculptor of Danish origin, Gutzon Borglum, was the person who conceived what the monument would look like in the end. Unlike Robinson, Borglum wanted to do something more significant than Western heroes, but also have the monument on the mountain rather than on the nearby rocks.

The rocks, known as The Needles, were too narrow for sculpting and as it turned out, the mountain proved to be a more suitable location, having better exposure to the sun. This would allow the sculpture to be seen from a greater distance. Lincoln, who was Borglum's son, thought that the figures of four American presidents should be carved into the mountain, and each

of them would symbolize their individual terms in office. Thus, American President George Washington (1732-1799) was elected because he was the father of the nation and symbolized the country’s establishment. Thomas Jefferson (1743-1826), the author of the Declaration of Independence, represented an expansion. After all, Jefferson was the president who signed the purchase of Louisiana and is also considered one of the fathers of the nation. The third carved figure is the figure of Theodore Roosevelt (1858-1919) who was chosen because he symbolized America’s industrial prosperity of America and its preservation. The fourth image was Abraham Lincoln (1809-1865) who led the country during the Civil War and believed in preserving the nation at any cost.

It is interesting to note that the mountain got its name by accident - in 1885, the American businessman and lawyer Charles Edward Rushmore came to South Dakota to

check the property for a company from the East. He asked his guide William Challis what the mountain was called, to which he replied that it had never had any name and that he would call it Rushmore. It was not until 1930 that the United States Board on Geographic Names entered the mountain’s name into official records. The work on the sculptures was completed in 1941, and although hundreds of people took part in this endeavour, surprisingly and fortunately no one was killed. The workers who came to mine the mountain were actually gold diggers. Gutzon Borglum died in 1941 and his son Lincoln Borglum completed the work on 31 October.

Although the Great Depression slowed down the works due to the lack of state finances, it took only

six and a half years for this monument to be built.

The monument, located at 5,725 feet altitude, cost $ 989,992.32 to make. A total of 2,074,986 people visited the monument in 2020 alone.

The faces of each of the presidents are 60 feet high, and although Jefferson was supposed to be on Washington's right side, the final order of the American president to this day remains Washington, Jefferson, Roosevelt and Lincoln. Washington's face was completed in 1934, Jefferson’s in 1936, Lincoln's in 1937, and Roosevelt’s in 1939. Although he was very apprehensive when the time came to end his work on the monument, Gutzon was adamant to finish it, so the same year, he completed the work on Theodore Roosevelt's face.

At first, historian Robinson wanted to carve out Western heroes like Lewis and Clark, but the idea was soon abandoned

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