Okay, let’s tackle this. So Lenny has 34 years of experience as a retail owner, which is a significant amount of time. Considering his skills in customer service, leadership, and marketing, he could potentially charge a higher rate. However, his experience is mostly in retail, which might not be as in-demand as other skills. I'll compare this to average rates for retail managers in the US, which range from $25 to $40 per hour. Since Lenny has a broader skill set, I'll estimate his rate to be on the higher end of this range, around $75 per hour.