Visit Orlando has data showing there is a steep drop off of families visiting Orlando when the kids in the family reach 10 years old. Meaning that the preschool and elementary school demographics are well served but the tweens, teens, and young adult singles and couples demographics are underserved. All the players in the market have seen the data and are now battling it out for those families. Universal feels they can win this round of the theme park wars by offering a cooler more exciting product. So now all the major players in the market are building more coasters, thrill rides, and themed bars.