In a very basic way, a prominent landmark such as Mt. Holyoke tells you where you are. They let you know that you're not the first person in a place.
Even as a kid, if I would come across something cool in the record store, that would be how I found out about bands. It's kind of the same way these days. In a way even less because there are no record stores to go to anymore.
The movies I usually do are maybe three or four weeks because they don't have a lot of money.

