as i said, what we thought would be particularly good at ol mec was to get free admission for seven nights in a row. we advertise that all of the hispanic and spanish-language publications that were available to us, as well as all of the social networking outlets that were pertinent as well. so it is noot a broad brush, but rather more targeted marketing the we were the constituents might be interested in a particular friday night. then there is the ongoing pressure of generbrush of gener. i have had the privilege for being the director for almost six years, and i have seen some fantastic things occurred there, but i will tell you friday night's is my proudest moment. as you know, when you come you are a grain of sand on the beach of humanity, and it is a fabulous way to welcome people into museums, breakdown the inhibitions and barriers that often surrounds going to an art museum and allow families from all walks of life to come together in that fabulous building. and so it costs us -- the program is between $600,000.800000 dollars annually to put on. -- between $600,000 and $800,000 annu