2
FAVORITE LEISURE ACTIVITIES
2.1 Top 10 Leisure Activities in 2011
The following were the top 10 leisure activities in 2011:
Collecting
• Virtually everyone collects something. In 2011, 50 million collectors spent $70
billion purchasing items for their collections. Among the most popular collections:
art, coins, dolls, and celebrity memorabilia.
Fitness Walking
• In 2011, 115 million Americans (ages six and older) walked as a fitness activity –
walking ranked at #1 among all types of recreational activities.
Gardening
• Eighty million households, or 70% of all households, engaged in indoor/outdoor lawn
and garden activities in 2011 and spent almost $30 billion in these activities.
Going to Movies
• Cinema box office was approximately 1.25 billion in 2011; receipts were about $10
billion.
Going to the Beach
• When given a choice of destinations for leisure travel, 44% of adults pick one of
America’s 3,500 public beaches, ranking it #1 among all types of travel destinations.
Outdoor Activities in Public Parks
• Americans made more than 280 million visits to National Parks and 725 million visits
to State Parks in 2011. Visits to city parks numbered in the trillions.
Reading
• 167 million adults, or 73% of all adults, read at least one book in 2011. Among
those who read, the median number of books read was four. Women and seniors
read the most.
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Social Networking
• Among Internet users, 65% of adults and 81% of teens engaged in online social
networking in 2011. Facebook, the most popular social site, had over 150 million
registered users in the U.S.
Travel
• Americans took 1.5 billion trips for leisure in 2011 – spending an estimated $530
billion – which ranks it #1 in spending among all leisure activities. Over 40% of
adults traveled on a summer vacation in 2011. Favorite activities for leisure
travelers: dining out and shopping.
Watching Television
• Adults and teens spent 4.3 hours each day in 2011, on average, watching television,
with TV topping all media activities. Few, however, gave TV their undivided
attention – three-quarters of viewers multitask while watching, going online, talking
on mobile devices, or text messaging with also watching TV.
Other popular activities: Over 40 million people participated in each of the following
leisure activities in 2011:
• Attended a college or professional sports event
• Attended a fair or festival
• Attended a music concert
• Attended the theater/opera/symphony
• Bicycled
• Bowled
• Exercised at a fitness club
• Fished
• Hiked and went camping
• Hunted or went target shooting
• Played a lottery
• Played billiards/pool
• Played video games
• Visited a casino
• Visited a museum
• Visited a theme park
• Visited a zoo or aquarium
• Volunteered
2.2 Favorite Leisure Activities
A Harris Poll® (www.harrisinteractive.com) asked consumers what were their two
or three favorite leisure-time activities. Responses were as follows:
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Reading:
Watching TV:
Spending time with family/children:
Exercise:
Internet/computer:
Fishing:
Going to movies:
Golf:
Walking:
Gardening:
Playing team sports:
Renting movies:
Church/church activities:
Outdoor activities:
Relaxing:
Watching sporting events:
Socializing with friends/neighbors:
Hunting:
Shopping:
Traveling:
Playing music:
Entertaining:
Dining out:
Housework:
Cooking:
Crafts (unspecified):
Woodworking:
Running:
Bowling:
Listening to music:
Swimming:
Bicycling:
Sewing/crocheting:
Playing cards:
Hiking:
Working on cars:
Camping:
Boating:
Animals/pets/dogs:
Painting:
Dancing:
Horseback riding:
Sleeping:
Writing:
30%
24%
17%
8%
7%
7%
6%
6%
6%
5%
5%
5%
4%
4%
4%
4%
4%
4%
3%
3%
3%
3%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
2%
2%
1%
1%
1%
1%
1%
1%
1%
1%
1%
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Motorcycling:
Skiing:
Tennis:
1%
1%
1%
A finding of the Harris Poll was that Americans appear to be indulging more in
solo activities. Four of the top five choices are activities typically done alone: reading,
watching TV, exercising, and computer activities.
The Harris Poll found that the number of hours Americans have available for
leisure dropped 20% during the economic downturn, to an all-time low of 16 hours. The
drop was particularly noteworthy because America’s leisure time had fluctuated less
than one hour annually between 1987 and 2007, consistently remaining between 19
and 20 hours.
2.3 Gender Preferences In Leisure Activities
Surveys by Frank N. Magid Associates (www.magid.com) found significant
differences in favorite leisure activities among males and females, as follows:
Females
Total
12-to-17
55-to-64
• Watching TV:
23%
11%
22%
• Using the Internet:
16%
19%
11%
• Playing free web-based games:
10%
2%
18%
• Listening to music:
8%
17%
5%
• Watching DVDs/VHS tapes:
8%
1%
6%
• Playing sports or exercising:
4%
10%
3%
• Reading newspapers/magazines:
4%
1%
7%
• Talking on phone/cellphone:
4%
18%
1%
• Playing PC games:
3%
2%
3%
• Playing console games:
2%
3%
1%
Males
• Using the Internet:
• Watching TV:
• Playing console games:
• Listening to music:
• Playing PC games:
• Watching DVDs/VHS tapes:
• Playing sports or exercising:
• Playing free web-based games:
• Reading newspapers/magazines:
• Talking on phone/cellphone:
12-to-24
25-to-44
13%
6%
34%
7%
7%
1%
14%
2%
1%
1%
18%
16%
12%
10%
8%
8%
6%
1%
1%
>1%
45-to-64
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20%
23%
4%
6%
3%
4%
5%
1%
1%
1%
31
FESTIVALS & EVENTS
31.1 Market Assessment
According to the Travel Industry Association (TIA, www.tia.org), approximately
two million annually recurring events are hosted each year in North America. The
spectrum is broad, with events ranging from state fairs to air shows to film festivals and
more.
The International Festivals & Events Association (www.ifea.com) estimates total
attendance at these events at 405 million. The economic impact is $25 billion.
Approximately 3,250 fairs are held annually in the United States and Canada,
according to the International Association of Fairs and Expositions
(www.fairsandexpos.com). Approximately 150 million visitors attend these events.
According to Carnival Warehouse, the top 50 annual fairs attract more than 40
million people annually.
31.2 Major Events
The American Bus Association (www.buses.org) identified the following as the
most prominent or internationally known annual events scheduled in 2012 throughout
the United States:
Alabama
• BayFest Music Festival (Mobile; October 5, 2012 – October 7, 2012;
www.bayfest.com)
Alaska
• Golden Days (Fairbanks; July 18, 2012 – July 22, 2012; www.fairbankschamber.org)
• Iditarod Trail Sled Dog Race (Anchorage and Willow; February 28, 2012 – March
16, 2012; www.iditarod.com)
• Valdez May Day Fly-In (Valdez; May 11, 2012 – May 13, 2012;
www.valdezflyin.com)
Arizona
• Tucson International Mariachi Festival (Tucson; April 24, 2012 – April 28, 2012;
www.tucsonmariachi.org)
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Arkansas
• Riverfest Arkansas (Little Rock; May 25, 2012 – May 27, 2012;
www.riverfestarkansas.com)
California
• Tournament of Roses (Pasadena; December 30, 2011 – January 2, 2012;
www.tournamentofroses.com)
Colorado
• National Western Stock Show (Denver; January 7, 2012 – January 22, 2012;
www.nationalwestern.com)
Connecticut
• Sea Music Festival (Mystic; June 7, 2012 – June 10, 2012; www.mysticseaport.org)
Delaware
• Apple Scrapple Festival (Bridgeville; October 12, 2012 – October 13, 2012;
www.applescrapple.com)
• Sea Witch Halloween & Fiddler’s Festival (Rehoboth Beach; October 26, 2012 –
October 28, 2012; www.beach-fun.com)
• World Championship Punkin Chunkin (Nassau; November 2, 2012 – November 4,
2012; www.punkinchunkin.com)
District of Columbia
• National Cherry Blossom Festival & Centennial Celebration of the Gift of Cherry
Blossom Trees (March 20, 2012 – April 27, 2012;
www.nationalcherryblossomfestival.org)
• National Independence Day Celebration (July 4, 2012; www.destinationdc.com)
Florida
• Beach Ball Drop (Panama City Beach; December 31, 2012 – January 1, 2013;
www.visitpanamacitybeach.com)
• Daytona 500 (Daytona Beach; February 26, 2012;
www.daytonainternationalspeedway.com)
• Edison & Ford Holiday Nights (Ft. Myers; December 1, 2012 – December 31, 2012;
www.edisonwinterestates.org)
• Seabreeze Jazz Festival (Santa Rosa Beach; April 18, 2012 – April 22, 2012;
www.seabreezejazzfestival.com)
Georgia
• Fantasy In Lights (Pine Mountain; November 16, 2012 – December 30, 2012;
www.calawaygardens.com)
• International Cherry Blossom Festival (Macon; March 16, 2012 – March 25, 2012;
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www.cherryblossom.com)
Idaho
• Idaho International Dance & Music Festival (Rexburg; July 24, 2012 – August 4,
2012; www.rexcc.com/festival)
Indiana
• Amish Acres Arts & Crafts Festival (Nappanee; August 2, 2012 – August 5, 2012;
www.amishacres.com)
• Ferdinand Christkindlmarkt (Jasper; November 16, 2012 – November 18, 2012;
www.visitdubloscounty.com)
• Indianapolis 500 Celebration (Indianapolis; May 27, 2012; www.500festival.com)
• Quilt Gardens Along the Heritage Trail (Elkhart; May 30, 2012 – October 1, 2012;
www.quiltgardens.com)
Iowa
• Burlington Steamboat Days (Burlington; June 12, 2012 – June 17, 2012;
www.steamboatdays.com)
Kansas
• Dodge City Days (Dodge City; July 27, 2012 – August 5, 2012; www.dcdays.com)
Kentucky
• KaLightoscope Christmas (Louisville; November 1, 2012 – January 1, 2013;
www.gotolouisville.com)
• Kentucky Bourbon Festival (Bardstown; September 11, 2012 – September 16, 2012;
www.kybourbonfestival.com)
• Kentucky Derby Festival & Kentucky Derby (Louisville; April 21, 2012 – May 5, 2012;
www.kentuckyderby.com)
Louisiana
• Festival International de Louisiane (Lafayette; April 25, 2012 – April 29, 2012;
www.festivalinternational.com)
• French Quarter Festival (New Orleans; April 12, 2012 – April 15, 2012; www.fqfi.org)
• Louisiana Shrimp & Petroleum Festival (Morgan City; August 30, 2012 – September
3, 2012; www.shrimp-petrofet.org)
• Mardi Gras (New Orleans; February 21, 2012; www.mardigras.com)
Maryland
• 150th Commemoration of the Maryland Campaign (Frederick and Hagerstown;
• September 8, 2012 – September 22, 2012; www.marylandcampaign150.org)
• Gaylord National’s ICE! (National Harbor; November 16, 2012 – January 6, 2013;
www.christmasonthepotomac.com)
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•
Star-Spangled Spectacular 2012 - A Festival of Naval Vessels and Tall Ships
(Baltimore; June 13, 2012 – June 19, 2012; www.starspangled200.org)
Massachusetts
• America’s Hometown Thanksgiving Celebration (Plymouth; November 16, 2012 –
November 18, 2012; www.usathanksgiving.com)
• Boston Harborfest 2012 (Boston; June 28, 2012 – July 4, 2012;
www.bostonharborfest.com)
• Bourne Scallop Festival (Buzzards Bay; September 21, 2012 – September 23, 2012;
www.bournescallopfest.com)
• Bright Nights at Forest Park (Springfield; November 21, 2012 – January 1, 2013;
www.brightnights.org)
• Pops by the Sea Concert (Centerville; August 12, 2012; www.artsfoundation.org)
• The Big E (West Springfield; September 16, 2012 – October 2, 2012;
www.thebige.com)
Michigan
• Holland Tulip Time Festival (Holland; May 5, 2012 – May 12, 2012;
www.tuliptime.com)
• National Cherry Festival (Traverse City; July 7, 2012 – July 14, 2012;
www.cherryfestival.org)
• Zehnder’s Snowfest (Frankenmuth; January 25, 2012 – January 30, 2012;
www.zehnders.com)
Minnesota
• Barnesville Potato Days (Barnesville; August 24, 2012 – August 25, 2012;
www.potatodays.com)
• Saint Paul Winter Carnival (Saint Paul; January 26, 2012 – February 5, 2012;
www.winter-carnival.com)
• Target Holidazzle (Minneapolis; November 22, 2012 – December 25, 2012;
www.holidazzle.com)
Mississippi
• Cruisin’ The Coast (Biloxi; October 7, 2012 – October 14, 2012;
www.crusinthecoast.com)
• Holly Springs Pilgrimage of Homes (Holly Springs; April 13, 2012 – April 15, 2012;
www.visithollysprings.com)
Missouri
• Japanese Festival 2012 (St. Louis; September 1, 2012 – September 3, 2012;
www.mobot.org)
• Ozark Mountain Christmas (Branson; November 1, 2012 – December 31, 2012;
www.explorebranson.com)
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Montana
• Montana Folk Festival (Butte; July 12, 2012 – July 15, 2012;
www.montanafolkfestival.com)
Nebraska
• Intertribal Gathering (Crawford; June 8, 2012 – June 10, 2012;
www.westnebraska.com)
New Hampshire
• Hampton Beach Seafood Festival (Hampton; September 7, 2012 – September 9,
2012; www.hamptonbeachseafoodfetival.com)
• New Hampshire Highland Games (Lincoln; September 21, 2012 – September 23,
2012; www.nhscot.org)
New Mexico
• Albuquerque International Balloon Fiesta (Albuquerque; October 6, 2012 – October
14, 2012; www.baloonfiesta.org)
• Christmas on the Pecos (Carlsbad; November 23, 2012 – December 31, 2012;
www.christmasonthepecos.com)
• Gathering of Nations Native American Powwow (Albuquerque; April 26, 2012 – April
28, 2012; www.gatheringofnations.com)
• Pork & Brew State BBQ Championship (Rio Rancho; July 6, 2012 – July 8, 2012;
www.www.rioranchonm.org/porkandbrew)
New York
• Finger Lakes Wine Festival (Watkins Glen; July 13, 2012 – July 15, 2012;
www.flwinefest.com)
• Macy’s Thanksgiving Day Parade (New York, NY; November 22, 2012;
www.nycgo.com)
• War of 1812 Bicentennial-Battle of Plattsburgh Commemoration Weekend
(Plattsburgh;
• September 7, 2012 – September 9, 2012; www.champlain1812.com)
North Carolina
• 75th Anniversary Season of The Lost Colony Outdoor Drama (Manteo; June 2012 –
August 2012; www.thelostcolony.org)
• Billy Graham Library: Christmas at the Library (Charlotte; December 1, 2012 –
December 23, 2012; www.billygrahamlibrary.org)
• Christmas at Biltmore (Asheville; November 2, 2012 – January 1, 2013;
www.biltmore.com)
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North Dakota
• Medora Musical (Medora; June 1, 2012 – September 1, 2012;
www.medora.com/musical)
Ohio
• Pro Football Hall of Fame Enshrinement Festival (Canton; July 20, 2012 – August 5,
2012; www.profootballhofef.com)
• Wildlights at the Columbus Zoo and Aquarium (Powell; November 1, 2012 –
January 1, 2013; www.columbuszoo.org)
Oregon
• Oregon Shakespeare Festival (Ashland; February 17, 2012 – November 4, 2012;
www.osfashland.org)
• Newport Seafood & Wine Festival (Newport; February 24, 2012 – February 26,
2012; www.newportchamber.org)
• Portland Rose Festival (Portland; May 25, 2012 – June 10, 2012;
www.rosefestival.org)
Pennsylvania
• Applefest (Franklin; October 5, 2012 – October 7, 2012; www.franklinapplefest.com)
• Gettysburg Civil War Battle Re-enactment (Gettysburg; July 6, 2012 – July 8, 2012;
www.gettysburgreenactment.com)
• MummersFest & Fancy Brigade Finale Philadelphia Mummers Parade (Philadelphia;
January 1, 2012; www.fancybrigade.com)
• Overly’s Country Christmas (Greensburg; November 16, 2012 – January 1, 2013;
www.overlys.com)
• Philadelphia International Flower Show (Philadelphia; March 4, 2012 – March 11,
2012; www.theflowershow.com)
Rhode Island
• Newport Flower Show (Newport; June 22, 2012 – June 24, 2012;
www.newportmansions.org)
South Carolina
• Creche Festival (Moncks Corner; November 14, 2012 – December 3, 2012;
www.mepkinabbey.org)
• First Flush Festival (Wadmalaw Island; May 20, 2012;
www.charlestonteaplantation.com)
• Holiday Festival of Lights (Charleston; November 9, 2012 – December 31, 2012;
www.holidayfestivaloflights.com)
• This Man Called Jesus (Lexington; November 30, 2012 – December 16, 2012;
www.thismancalledjesus.org)
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South Dakota
• Buffalo Roundup and Arts Festival (Custer; September 22, 2012 – September 24,
2012; www.custerstatepark.com)
Tennessee
• 150th Anniversary of the Battle of Shiloh (Pickwick Dam and Shiloh; March 30,
2012 – April 7, 2012; www.tnvacation.com/civil-war)
• CMA Music Festival (Nashville; June 7, 2012 – June 10, 2012; www.cmafest.com)
• Gaylord Opryland Resort’s A Country Christmas (Nashville; November 16, 2012 –
December 25, 2012; www.gaylordhotels.com)
• Pigeon Forge Winterfest (Pigeon Forge; November 6, 2012 – February 28, 2013;
www.mypigeonforge.com)
Texas
• Christmas Capital of Texas (Grapevine; November 23, 2012 – January 6, 2013;
www.grapevinetexasusa.com/christmas)
• Denton Art & Jazz Festival (Denton; April 27, 2012 – April 29, 2012;
www.discoverdenton.com)
• Dickens on the Strand (Galveston; December 1, 2012 – December 2, 2012;
www.galvestonhistory.org)
• Fiesta San Antonio (San Antonio; April 19, 2012 – April 29, 2012; www.fiesta-sa.org)
• GrapeFest (Grapevine; September 13, 2012 – September 16, 2012;
www.grapevinetexasusa.com)
• State Fair of Texas (Dallas; September 28, 2012 – October 21, 2012;
www.bigtex.com)
• Texas Outdoor Musical Drama (Canyon; June 2, 2012 – August 18, 2012;
www.texas-show.com)
Utah
• Utah Shakespeare Festival (Cedar City; June 21, 2012 – October 20, 2012;
www.bard.org)
Vermont
• Quechee Balloon Festival (Quechee; June 15, 2012 – June 17, 2012;
www.quecheeballoonfestival.com)
• Vermont Quilt Festival (Essex Junction; June 29, 2012 – July 1, 2012; www.vqf.org)
Virginia
• Colonial Williamsburg’s Grand Illumination (Williamsburg; December 2, 2012;
www.colonialwilliamsburg.com)
• OpSail (Norfolk; June 6, 2012 – June 12, 2012; www.visitnorfolktoday.com)
• Virginia Beach Patriotic Festival (Virginia Beach; June 1, 2012 – June 3, 2012;
www.patrioticfestival.com)
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•
Virginia International Tattoo (Norfolk; April 26, 2012 – April 29, 2012;
www.vafest.org)
Washington
• Arlington Fly-In (Arlington; July 11, 2012 – July 15, 2012; www.arlingtonflyin.org)
• The Lights of Christmas (Stanwood; November 29, 2012 – December 30, 2012;
www.warmbeachlights.com)
West Virginia
• Oglebay’s Winter Festival of Lights (Wheeling; November 11, 2012 – January 8,
2013; www.oglebay-resort.com)
Wisconsin
• Milwaukee Holiday Lights Festival (Milwaukee; November 16, 2012 – January 1,
2013; www.milwaukeeholidaylights.com)
• Old World Christmas Market (Elkhart Lake; November 30, 2012 – December 9,
2012; www.christmasmarketatosthoff.com)
Wyoming
• Cheyenne Frontier Days (Cheyenne; July 20, 2012 – July 29, 2012;
www.cfdrodeo.com)
• Eastern Shoshone Indian Days Powwow & Rodeo (Lander; June 21, 2012 – June
24, 2012; www.easternshoshone.net)
31.3 Mega Festivals
A few of the thousands of festivals and live events held annually across the U.S.
draw one million or more attendees. The following are examples of such events:
• Among annual parades held across the U.S., Macy’s Thanksgiving Day Parade
(New York, New York) is the largest, with attendance typically in the two million
range. The Rose Bowl Parade (Pasadena, California) and St. Patrick’s Day Parade
(Boston, Massachusetts) each draw one million spectators.
•
Macy’s Fourth of July Fireworks (New York, New York) is typically attended by 1.5
million people, making it the most-attended fireworks display event in the U.S.
•
The Summerfest music festival in downtown Milwaukee draws over one million
attendees over 11 days; it is recognized as the largest annual music festival in the
United States. Surveys have found that 56% of Summerfest patrons live in the four
counties comprising the greater metropolitan Milwaukee area, 22% of patrons live in
other areas of Wisconsin, and 22% of patrons live outside Wisconsin.
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•
Several rock music festivals have reported or claimed over one million spectators.
The largest in U.S. history is recognized as Rendezvous Houston held in 1986.
With figures varying from 1 to 1.5 million in attendance, the Guinness Book of World
Records lists it as the largest outdoor concert in history.
•
The largest street festival in the U.S. is the Feast of San Gennaro, celebrated in
New York, NY’s Little Italy section between Canal and Mott Streets. Although
scaled down recently due to crowd control measures, the 11-day event starting in
mid-September typically has an estimated one million in attendance.
•
More than 3.6 million people attended the Taste of Chicago, held annually in June
since 1980.
•
First Night Boston, the oldest and largest alcohol-free New Year’s Eve celebration in
the U.S. – held at several locations throughout the city – attracts about 1.5 million
people.
•
Some estimates are that more than two million people are packed into Times
Square and the nearby streets for the annual New Years Eve event; other estimates
of attendance are in the 500,000 range.
•
The Houston Live Stock Rodeo draws about 1.7 million spectators each year.
•
The Eastern States Exposition, an agricultural fair better known as the Big E, is the
largest festival in the Northeast. Over the duration of the annual fair, attendance
estimates usually exceed one million. The event has been held since 1917.
•
The Calle Ocho festival, the country’s biggest Hispanic street party held annually in
March in the Little Havana district of Miami, draws more than a million people.
•
The Tostitos Fiesta Bowl (Scottsdale, Arizona) has become the largest festival in the
Southwest, with more than 60 events, including the Fiesta Bowl Football Classic.
The Fiesta Bowl has over one million participants and an average annual economic
impact in excess of $25 million.
•
During the two-week Kentucky Derby Festival (Louisville, Kentucky) around 1.5
million participate in the various activities.
•
The two largest gay pride festivals in North America, Gay Pride Week (Toronto) and
Divers/Cite (Montreal), are each attended by an estimated one million people.
•
Events of Mardi Gras (New Orleans, Louisiana) typically draw one million
participants. Many people now choose to celebrate in Mobile, which has attendance
estimated at over 900,000.
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•
Woodward Dream Cruise, held since 1993 in Detroit and the largest among car
shows, draws one million spectators.
31.4 Market Resources
Carnival Warehouse, P.O. Box 6682, Elgin, IL 60121. (www.carnivalwarehouse.com)
International Association of Fairs and Expositions, 3043 E. Cairo, Springfield, MO
65802. (800) 516-0313. (www.fairsandexpos.com)
International Festivals & Events Association, 2603 W. Eastover Terrace, Boise, ID
83706. (208) 433-0950. (www.ifea.com)
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