Satiar Shah

Well, and I think the other part of it is just how many young people does this inspire to become soccer fans or like get behind the sport or get behind athletes?

And obviously, we're biased because we're sports fans, so we're coming at it from that angle.

Generally speaking, I totally understand the whole idea of not subsidizing sport teams.

I do think events are different when you look at it from that perspective.

Even in Vancouver, the policing costs for when the Canucks go deep, that's a lot of money that gets spent on it.

The offshoot is businesses make money and whatnot, but there is an actual cost to it.

But there is...

how it elevates the entire market, right?

It does inspire generations.

I think those things are important.

We get a soccer McDavid.

Come on, man.

I'm fired up.

I'm all for it.

I think that's a big part of it.

So I think from a success standpoint, I think it was just a great reminder that this city can be a huge event city.

We saw it during 2010.

We're seeing it already for the World Cup.

And I think when we talk about having a major sport here, because I know it's easy to look at and say, well, how come the Whitecaps are struggling?

And it's like...