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Starbucks Executive Vice President for Marketing, Abigail Adams, has a $5 million budget item that will allow her to put in 5 "play areas" in boutique Starbucks stores in the tri-state area; they will be called "Moby's Laugh and Learn" and they will be padded places for children to play complete with mini-barista areas and screens with interactive data about Starbucks coffee orders, sea life and whales. Her rationale is that Starbucks is following McDonald's in revenue and McDonald's has play areas so Starbucks will have play areas. Ms. Adams' idea is based on the research data that the average Starbucks customer falls into two categories: customers that are in the store for less than 7 minutes and customers that "linger" to do work et al. The longer a Starbucks customer stays in the store, the more likely the customer will show up for repeat items. These "Moby Laugh and Learn" centers can also be expanded for play parties and birthday parties. Ms. Adams estimates that repeat business will increase by 20% in these business units within 18 months of a complete build.