I find there are two aspects of a successful tourism industry that have to be identified and must continue to be pursued, and these are programming and promotions. When people come over to my place for a visit, they don't come over to look at the furniture. They want to engage, they want to do something, they want an experience.
We had a good tourist trade during the fall colours in Cape Breton, but we know that was enhanced by doing the Celtic Colours International Music Festival around it. If I could throw the question out, do you see additional programming opportunities coming out of this?
The other one is the promotional side of it. You get the buzz. Have both provinces made a commitment to continue? We were identified as the top island in North America, the most beautiful island in North America. There was a little bit of fanfare, they rolled the meatballs, had a little reception, and a press release, and there was nothing after that. As I said, our numbers are down this year because it was an incredibly desperate July. But there didn't seem to be any horsepower in the wake of the designation, which should have been ridden hard. We didn't seize the opportunity, I don't think.
Could you talk about the programming opportunities and where some of the money might come from to support that? And with the promotional opportunities, what's the plan going forward from there?