Why don't I kick this off, Debbie?
Let me start on the tourism aspect of things, and thank you very much for acknowledging the role that winery tourism and wine-country travel plays in generating tourism visits to our wine regions across this country.
If you travel to California, Napa is the second largest driver of tourism visits, second only to Disney, and we think that wine-country travel in this country is getting right up there. As an industry, I think we've invested in a number of things that really help support that experience. Really, it's making sure that our worst experience is still excellent, because it's going to impact the customer that comes by.
We have quality assurance programs on all of our properties, so everyone gets secret-shopped, assessed. We have a whole training regimen that goes into customer service and customer experience. We also spend a lot of time knowing our customer, doing a lot of research and investing our advertising dollars, which are limited, but we still run a significant industry program, about $3.5 million in Ontario to drive wine-country tourism and travel.
As an industry, if you travel around Ontario you see wine route signs. That's something the wine council developed about 25 years ago. We own and operate that to help our customers travel, and we work very hard trying to partner with people like CTC to promote the wine-country experience to target markets abroad. It's not for everyone, so we have to be very strategic in where we're investing—