In 1985, Baer began investigating the gambling industry. He noted that tourists paid a US$5 to US$6 admission to tour the ""Ponderosa Ranch"", which was the location for filming some episodes of TV's "Bonanza". There was nothing to see but a working cattle ranch, but people enjoyed it because of the "Bonanza" connection. Baer decided that tourists would also pay for something dealing with "The Beverly Hillbillies". He began using his Jethro Bodine role as a marketing opportunity toward the gambling and hotel industry. Baer obtained the sublicensing rights, including food and beverage rights, to "The Beverly Hillbillies" from CBS in 1991. His business partner estimates the cost of obtaining the rights and developing the ideas at US$1 million. Sixty-five "Beverly Hillbillies" slot machines were built in 1999 and placed in 10 casinos.