And it had been level, dead flat, 450,000 for 10 years. Despite the fact that they had opened new exhibits, they had opened beautiful new exhibits, they had opened new areas, they had things that were going on that were very positive for people to see. And yet their attendance was dead level flat. And the reason for that was, it was run by the city. City’s budget was zero for PR and marketing, absolutely zero. And so all of the marketing and PR they got were PSAs that ran at 2:00 AM, 3:00 AM in the morning, not your target market for a zoo facility. They had, on average, 420 people in education programs year round, that was it. And mainly because they only had one little classroom that doubled as also the docents work room, and so they didn’t have a dedicated education space.
