anyway, urban outfitters urging customers at its williamsburg store to belly up to the bar and keep buying. just as tommy bahamas has also discovered, keeping customers buying. what do you think? >> you know, wedding dresses come, when your mother went to buy wedding dreeses, you make a little champagne and then you try on dresses and you don't find what cost. >> it really does make sense. very smart move into this area. >> i don't know. what do you think, they've? >> i think if you get under the hood, traditional retail, brick and mortar retail is suffering. you have to find what things they can do better that you can do online. part of it strikes me as if your member a decade ago, the whole entertainment phenomenon. were they doing needing to do more than just give you food. here they are saying we are going to give you something you can't get on amazon. on amazon, they can't do a marquee. here's one, we are going to make the in-person experience meaningful and differentiated. it is not a bad idea to be on the whole dying in theater thing, i thought it was great but then i decided it was

a two-week cruise on the williamsburg. initially along the eastern seaboard, but heavy storms made him change course and head south to bermuda. every detail was front page news. >> this is probably the presidential living room. >> reporter: but the vessel that hosted winston churchill became a ghost ship. plants now grow from its floor boards. the presidential fireplace, disappeared. the gally, barely recognizable. truman's favorite sun deck, twisted debris. after truman, the williamsburg fell on hard times. eisenhower didn't want it. it was mothballed, changed names, even became a floating restaurant in new jersey. shipped to italy in 1994 for repairs, the shipyard went bankrupt. it's been here ever since. he believes that the williamsburg with so much american history in it, must go home, and he's trying to get the message out. >> you have a certain number of millionaires, certain number of billionaires, if they would donate 25 euros each, you raise a lot of money. >> reporter: the current italian owners want to refit it