Effective pricing is market based, not cost based. The consumer has a threshold for how high they will go, based on the value of a given building, and the demand for a particular period. When setting rates, we take into consideration a number of factors: historical performance, weather patterns, competition and the economy. We look at each day of the year and set rates as high as the value of the building and demand for the period will allow. If demand for a particular period is low, it may be necessary to discount in order to stimulate bookings. Discounting is especially important during the summer months, non-holiday winter season, and many midweek periods. Of course this is all variable depending on building and unit type. Some unit types have high demand all week long, while others are high demand only on the weekend or during peak periods.