Have a lot of content and "pull" users to the site to experience it. Part of that is having Yelp-style merchant pages with reviews on them, part is having a lo

Have a lot of content and "pull" users to the site to experience it. Part of that is having Yelp-style merchant pages with reviews on them, part is having a lot more editorial and blogger content and part is building in search so you can find, say, "things to do in San Francisco" or whatever more easily.