To the Hockey Hall of Fame, you now benefit from being a pilgrimage for every Canadian on their first visit to Toronto, and that gets you a good gate. It hasn't always been that way. The old hall of fame site, when it was at the CNE, was, I think, challenged. I think that's a fair way of putting it. We've had the CFL Hall of Fame, which had a similar relationship with Hamilton, which had the space there, and it has gone under, which tells us that these things aren't good forever.
I want you to talk about two things, if you could. First, you have a great marketing guy, Peter Jagla, and you do some good counterintuitive marketing. How is it that you are successful in developing that gate? Secondly, in terms of the long-term sustainability—so you don't go the way of the CFL Hall of Fame—and in view of the different cultural approaches to philanthropy between the States and here, how important is that notion of expanding to the museum sector the matching grants for endowments that we now have for arts, theatre, symphonies, and so on?