The process starts with exactly what we're doing here.
In Toronto, and Ontario, we have been able to move the needle a little bit through initiating dialogue with elected representatives and bureaucrats at the city level, and it's the same thing at the provincial level, particularly with the tourism ministry. The whole process has begun in both situations with exactly what we are doing here. We have an information exchange, a gathering of data, a sharing of perspectives, and an expression of a willingness to work together to shape priorities, to shape messaging, and to create programs and initiatives that make sense to the industry and to the constituents who all of you represent.
I am not really suggesting that the federal government go out and spend millions and millions of dollars necessarily on advertising campaigns that would play in Europe, in Asia, and across the world, in promoting the country as a live music destination. But if we have that in our minds collectively, which is something that can be promoted by the federal government because of the ubiquity of the influence you have, I believe that those things will come out naturally in a lot of the things that private enterprise does. What a government can do sometimes is just create a pathway, a railway or a pipeline, for private industry stakeholders to then populate and animate.
Let me give you a quick example. In Toronto we just signed a music city alliance with Austin. A lot of people are asking what this means. It's just two mayors putting their signatures on a piece of paper. I see it as a pipeline. Now that those official things have been established, the relationship and the alliance have been established between city hall and city hall, it's up to private business to take advantage of that, to share best practices, to ferry artists back and forth, and to have the industry talking to each other. All of that is more possible.