We want to match the quality of service with the quality of the destination. If people are going to pay a higher-than-average room rate, they should expect a higher level of service experience from the destination as well as the hotel.

Being a city of people with bold innovations, we want to figure out what we can do to make the beach experience distinctive and unique.

This is not just an intellectual exercise. The people who live and work here have an emotional commitment to Santa Monica, and can deliver a good service if they truly believe in it.

Nobody cares. People just want a good, high-quality service.

Assuming you have a reasonable phone, the sound quality is better than a landline. We tested the service in customer test groups and had favorable results. We minimized the data feed--it's compressed as much as possible. It even works very well over narrowband.

Size in a market like California is very important to providing a service that is of high quality and affordable and provide it in the most efficient way.