If I take it from an economic impact perspective, that's probably the best business case.
I mentioned about $135 million in southwestern Ontario. I mentioned a number of businesses that are supported. Think of the B and Bs, the hotels, the restaurants, small businesses. There are so many ancillary businesses that really thrive because of the festival's presence and the 500,000 people who come to this area and Canada from outside of Canada. The economic impact is huge.
The second thing I think is important as a business person is to have good cultural amenities to attract top talent. As a country, we're always working hard to attract the top talent. From my experience, if you look at the technology sector or any other sector, this is one important critical piece in the attraction tool.
It's a multi-faceted business impact as well as it is a business unto itself. I think Canada, and certainly southwestern Ontario, is well served by the business impact and the economic impact of the festival.