Absolutely, and it's really interesting this year because of the giving away of our discovery passes to Canadians, millions and millions of discovery passes. As people would go online and ask for their passes, they would provide information to us about where they're located in the country. A postal code gets you a lot of information.
We have a social research shop within Parks Canada that takes in a lot of that data and does a lot of work. This year, for example, there's a big emphasis on new Canadians, which of course will be picked up next year in free entry as well, and on youth programming in terms of trying to continue to grow the base, which, as I've said, seems to be growing quite naturally, by being able to make sure we can offer experiences to Canadians that might be different from those of others 20 to 30 years ago, who were looking for a different kind of park experience. A lot of time and research go into that.