in 2010 and re-opened in 2011 as Rave Cinema 15. In 2012, Johnson launched a cable TV network called Aspire, featuring programming targeted at black audiences, similar to networks such as Black Entertainment Television (BET) and TV One. Johnson began thinking of life after basketball while still playing with the Lakers. He wondered why so many athletes had failed at business, and sought advice. During his seventh season in the NBA, he had a meeting with Michael Ovitz, CEO of Creative Artists Agency. Ovitz encouraged him to start reading business magazines and to use every connection available to him. Johnson learned everything he could about business, often meeting with corporate executives during road trips. Johnson's first foray into business, a high-end sporting goods store named Magic 32, failed after only one year, costing him $200,000. The experience taught him to listen to his customers and find out what products they wanted. Johnson has become a leading voice on how to invest in urban communities, creating redevelopment opportunities in underserved areas, most notably through his movie theaters and his partnership with Starbucks. He went to Starbucks CEO Howard Schultz with the idea that he could successfully open the coffee shops in urban areas. After showing Schultz the tremendous buying power of minorities, Johnson was able to purchase 125 Starbucks stores, which reported higher than average per capita sales. The partnership, called Urban Coffee Opportunities, placed Starbucks in locations such as Detroit, Washington, D.C., Harlem, and the Crenshaw District of Los Angeles. Johnson sold his remaining interest in the stores back to the company in 2010, ending a successful twelve-year partnership. He has also made investments in urban real estate through the Canyon-Johnson and Yucaipa-Johnson funds. Another major project is with insurance services company Aon Corp. In 2005–2007, Johnson was part of a syndicate that bought the Williamsburgh Savings Bank Tower, then the tallest building in Brooklyn, for $71 million and converted the 512-foot high landmark structure from an office building into luxury condominiums. In 1990, Johnson and Earl Graves Sr. obtained a large interest in the Washington, D.C. PepsiCo bottling operation, making it the company's largest minority-owned facility in the U.S. Johnson became a minority owner of the Lakers in 1994, having reportedly paid more than $10 million for part ownership. He also held the title of team vice president. Johnson sold his ownership stake in the Lakers in October 2010