It was with Mark Avsec that Donnie Iris formed The Cruisers - and the partnership has always been an innovative one.

The unique, multi-layered vocals perched atop blazing rock guitars; the high-energy music videos that helped to launch MTV in its early days; the near-legendary live shows that continue to this day, have taught us that when it comes to Donnie and Mark, we should always expect to be surprised by their creative vision.

A concert reviewer once called Donnie the new King of Cool ...and it seemed to fit him. In fact, it fit so well that the nickname graced his second album. And to the surprise of many - and despite an ordinary, blue-collar appearance - the unassuming singer from Beaver Falls became a star ...who became a legend. He became King Cool.

What many people don’t know is that in between concerts and recordings, Donnie Iris created a successful real estate mortgage business.

Mr. Avsec became a respected attorney, and Marty Lee Hoenes - he of the blazing rock guitars - became an accomplished art director in the advertising business. It’s fair to imagine that many fans who do not know them may be surprised by their successes in these diverse fields.

But that’s how it came to be that they got to thinking as they met up at gigs in and around the Pittsburgh region ...wouldn't it be fun to start yet another business together? Something that would be totally unexpected? Something innovative; surprising?

Something really, really Cool?