Okay, so Dave has 39 years of experience in retail, which is a long time. His title is Senior Mgr Visual Merchandising, which suggests a high level of responsibility. He's also managed teams and developed strategic plans, which are valuable skills. However, his experience is mostly in retail, which may not be as in-demand as other industries. Location is also a factor, as Sterling, Illinois is a smaller market. Considering these factors, I'd estimate his hourly rate to be around $125, which is below the national average for retail executives with similar experience. This rate is also lower than what I'd expect for someone with a similar level of experience in other industries, such as sales management or key account management.