Sure. Thank you very much.
You're quite right. One of the points that we want to make is that we are always a public-private partnership. We work fully in collaboration with other levels of government as well as with the private sector to co-invest our dollars in 12 countries around the world.
We do believe that the time and the conditions have changed in the United States to support a much more significant push into that market than we may have found in a post-SARS era. We do still see the thickening of the border. The Canadian currency drop is going to help a bit and we see a lot more air travellers coming in from the United States to Canada. So we think there's a huge opportunity.
We also have stats that say 60% of Americans are interested in travelling to visit a music festival and almost 20% of Americans are saying that it would be the main reason for travel.
We have these iconic music festivals going on in Canada, and some not-so or soon-to-be iconic festivals going on in Canada, that can be discovered by international travellers. Again, Americans or people from around the world discovering a great Canadian act is possibly the best way to distribute the notoriety of that particular act to other markets around the world, especially with that huge engine called social media to help support that.