I'll add to that. We're very comfortable saying we're a hockey country, but every time we say we are hockey we could also say that we have a vibrant music industry. It could be part of every trade mission that Riley talked about, to bring an attraction with us, an artist with us. That's where the success is that we've seen in the other examples in America and in Europe. They really are bringing the musician or the industry into the fold.
On April 10th, 2014. See this statement in context.