 We have soda shops every corner. So right there, that's a parcel of food terms that are specific to that part of the country. But the other thing that happens in that part of the country is stuff related to geography. Because you have all over the Mountain West, so maybe not so much in Utah, but you have 14ers. These are mountains above 14,000 feet. So you'll find that particularly in Colorado. You have things like Pow Day or Powder Day. This is the...