Fifty per cent of our gate comes from Ontario, about 15% from the rest of Canada, about 22% from the U.S., and then the is rest from overseas. There was a day when the U.S. number was much higher, but 9/11 and all the border issues, etc., brought that down.
Because the Hockey Hall of Fame has not only national relevance but international and global relevance, marketing it is a challenge in terms of the use of our limited marketing dollars. That's where leveraged partnerships come in for us. We have strong corporate partners such as TSN, Imperial Oil, and others. Always activating partnerships and getting the Hockey Hall of Fame out beyond, without having to draw on our own financial resources, has been the key to driving the gate.
In terms of sustainability, we're at an interesting point after 25 years. Particularly in the past 10 years, we've had an intense growth period as far as development goes. We are uniquely situated in a class A office development in downtown Toronto, whereas the other major halls are in smaller communities. In particular, there is Cooperstown, a community of only a couple of thousand people in upstate New York, Canton, Ohio, for football, and Springfield, Massachusetts, for basketball.
Our challenges will include growing or expanding the facility in a class A office development in downtown Toronto, where rents are quite significant and space is at a premium, with very little space available. Then there's the question of how much growth is too much growth, because there's always a requirement to reinvest. That was the founding principle of the Hockey Hall of Fame: to continually reinvest and change and make sure we're relevant. It's not only about the past but about the present. In our research, we find that fans want to see as much of hockey today as they want to see the history, so that's been important to us.
From some of our initial market studies, we saw that when we first opened at the current location people thought the Hockey Hall of Fame was just the historical building at the corner of Yonge and Front. It connoted “museum”. For hockey fans, that wasn't a positive, so we came out very strong on emphasizing the hands-on interactive elements of the Hockey Hall of Fame. Most of our advertising campaigns draw on that, and that I think is why we have great success.
There was an article a few years ago in The Wall Street Journal about the Internet generation snubbing Cooperstown—