The secret to attracting and building audiences is helping potential visitors understand that the museum can meet and satisfy their individual identity-related needs. Commensurate with perceived importance, the top marketing person in larger museums is usually ranked just below the Director/President with the title of Vice President. Museums appreciate that they operate within a crowded marketplace and considerable energies are invested in trying to attract and retain audiences. Museums are jostling with many other organizations and institutions for a piece of the public's leisure time. Currently, an overwhelming percentage of the public has been to a museum within the past year; 80" claim to use such sites on a regular basis. In other words, people know about museums and have a general sense of what kind of leisure experiences they afford. Most leisure experiences are initiated not by a desire to see or do something specific, as a desire to fulfill one of many highly need-specific, identity-related motivations.