The private sector’s involvement in tourism is profit driven. When the risks are seen as too great, private investors or public sector leaders frequently initiate efforts to form partnerships between private investors, governments, foun- dations, and even pension fund organizations to pay for part of all of the costs of building an amenity. The invest- ments by the public or nonprofit partners reduce the risks to the private sector partner and help to insure profitability of the project and market-rate returns to private capital. (Rosentraub & Joo, 2009, p. 764)