It's a rectal-extraction figure based on the number of people I know and work with who have good jobs and are involved in other activities with similar time and money commitments (racing cars or motorcycles, traveling, etc.), and the students that a CFI friend tends to attract at his operation (younger professionals and empty-nesters). I didn't say anything about cold-calling. I'm talking about changing the way flying is advertised and promoted. It means learning lessons from the people building RVs (camper, not airplane), larger boats, midlife crisis cars, etc. I haven't seen ads promoting airplanes or recreational flying outside of people already involved in it since the 1-800-be-a-pilot ads from the 90s, and the few ads I have seen for flight schools are all pitching it from the professional/career standpoint. I seem to remember Van's parking an S-LSA RV-12 at an RV show once. That's more along the lines of what I'm thinking. Get some real advertising and marketing people involved instead of taking advice from Field of Dreams. I don't know anyone who's gotten one of those pitches. One of the flight schools mentions Cirrus on the sign out front, but I expect 95% of the people driving by that sign don't even know what a Cirrus is.