Okay, let’s tackle this. So Rocky has 78 years of experience, which is extremely rare. Typically, business leaders with his level of experience charge higher rates. However, considering his unique situation as an entrepreneur and owner for most of his life, his rate might be lower than average. I'd say around $75 per hour, which is on the lower end for a business leader with his experience. This is because his role is more entrepreneurial and less traditional, and his skills are more focused on management and leadership rather than high-level strategy or finance. Still, his longevity and experience are impressive, and he's likely to be a valuable asset to any organization.