Mr. Pfeifer, thank you so very much.
This last question is for all of our witnesses today. We spoke a little bit, and you did, about moving to the digital world and pivoting that way, but what I realized is that incentives have to be created for people.
Can we talk a little bit about that, or can you share with us how to get people to actively participate in virtual events for arts and culture, heritage and sport? Virtual attendance, as we have seen, has significantly low participation rates.
Mr. Peers, can we start with you? As a reporter, I covered the Calgary Stampede for several years. I know what it offers. Do you have any thoughts about how to move participation rates up and move in that direction digitally?