It's not a guessing game. Most aquariums are linear you walk on one path, one way. We chose to be nonlinear. You come into a central area, and then you make the choice of where you want to go.

It's more than public relations. We really are the kind of people who believe we can ultimately save the planet.

They're in a situation that's not really ideal for animals of this type.

We tried to use music and drama -- theater as well as science -- to achieve that connection.

We've had over 300,000 people since it opened. We're very pleased with it. People have already come from all over the world - Japan, Europe, Mexico. It's not just the typical snowbirds from Michigan.

We want to be the world's most engaging aquarium.

Some of the top aquariums in the United States, none have had two months of over 300,000 attendants. When we see this kind of data we're getting, we're not even in peak season yet, it tells us we're more than an aquarium.

We respect the water, and use the water. We don't just let it go down the drain. We treat this water like gold. The only water loss is evaporation.