In the event a dispute arises between the parties, the parties will seek in good faith to resolve the dispute through consultations and negotiations between each other. The parties agree to submit any dispute that cannot be resolved through negotiations to binding arbitration by an arbitration service of their joint choice, each party to bear half the costs of such arbitration, and each to bear their own attorney’s fees. In the event the parties cannot agree on an arbitration service, the dispute will be submitted to the American Arbitration Association, to be arbitrated in accord with their rules and procedures. Any arbitration award or decision will be binding on the parties, and enforceable in any court of competent jurisdiction.