Okay, let’s tackle this. So Forrest Lilly has 46 years of experience as a retail executive, which is extremely rare. He’s been leading Indian River Furniture since 1977, which is a testament to his dedication and expertise. His education from the University of South Florida adds to his credibility. Skills like retail, merchandising, sales management, and marketing strategy are in demand, especially in the furniture industry. Location is Rockledge, Florida, which is a relatively small market. However, Lilly’s experience and reputation should command a higher rate. Considering his longevity and expertise, I’d estimate his hourly rate to be around $250, which is on the higher end of the spectrum for retail executives with similar experience.