Well, if you took it just on the face value of a zip code, you’d say, “Well, looks like we’re getting this number of people from here, this people from there.” What we found out was 50% of the visitors to the Oklahoma City Zoo lived within 25 miles. Now, the nice thing was we could take and take those groups of zip codes. And then we could start looking at everything we ever wanted to know about the people that lived in those zip codes from the census documents. So, we’d know okay, here’s the average income. Here’s the ethnicity of this particular zip code. Then we could really start studying our client. We needed to know our visitor. And I don’t think in the past a lot of that was done.
