Destination Drivers As leisure-activity destinations, zoos and aquariums depend on a healthy economy, so individuals and families have the disposal income to travel and afford admissions. Many of these economic drivers continue to trend positive, indicating a good to excellent 2015 season for most zoos and aquariums. Disposable income increased 0.4% during January 2015, compared to 0.1% for September 2014. Although gasoline prices increased during February and into March, much of this increase is seasonal, as refineries reduce production for maintenance. During the summer, gas prices are still expected to average well below $3.00/gallon.

Generating Guest Growth According to the latest statistics from the Association of Zoos & Aquariums (AZA), there were 181 million visitors during 2013, compared to 179 million during 2012. US zoos and aquariums generate approximately $2.8 billion in annual revenues. Although some zoos and aquariums experienced decreases in attendance during 2014, the zoos in Indianapolis, Tulsa, Nashville, Houston and Fort Wayne and the North Carolina Nature Center were some of the many that set new attendance records. Among TripAdvisor’s 2014 Travelers’ Choice Awards for the best zoos in the world, The Henry Doorly Zoo, Omaha, NE was #1; San Diego Zoo #2; and St. Louis Zoo, #4.

Park Patron Profile In the largest study of zoo and aquarium visitors worldwide, the World Association of Zoos and Aquariums (WAZA) found that 59.9% of the 6,000 participants in the 2014 study were repeat visitors and had visited 4 times during the previous year. Somewhat surprisingly, less than half, 47.9%, of the participants said they lived in the same locality as the zoo and aquarium, thus emphasizing the importance of visitors traveling from other cities, towns, states, provinces, regions and countries.   Other interesting findings included: the average visiting group was 6 persons, the average visiting time was 3 hours, 16 minutes and 15.1% of survey participants used a smartphone app during their visit.

Captivity Concerns Despite zoos and aquariums’ best efforts to preserve and protect animal species, many animals don’t thrive in zoos. For example, 40% of baby elephants born in zoos die during their infancy, which is almost 3 times the mortality rate in the wild. Many zoos and aquariums have difficulty breeding dolphins in captivity. At the Seven Seas Dolphinarium at the Brookfield Zoo in Chicago, half of the bottlenose dolphins born there since 1999 died in infancy, compared to approximately 42% of one-year-old, free-roaming dolphins. As natural studies reveal more detail about the behaviors of many animal species, many organizations continue to question the moral basis of zoos. One study found 90% of the study animals in public aquariums had neurotic behavioral patterns.

Raising Revenues for Rising Costs The cost of zoo and aquarium operations requires ever-increasing revenues from admissions fees, government grants and donations. According to the Giving US Foundation, the “environment/animal” sector received $9.72 billion during 2013, only 3.0% of the $335 billion donated to all sectors. The Indianapolis Zoo reported that its adoption of a “dynamic pricing” model for admission fees resulted in a significant increase in visitors and admissions revenue; more weekday visits and, therefore, less-crowded weekends; and more satisfying visitor experiences. Social media engagement offers significant potential for increasing awareness of zoos and aquariums and their programs, and as a marketing channel to promote donations and other forms of support.

Advertising Strategies Suggest that zoos and aquariums use TV advertising during the early week during local morning, evening and late news to promote visitor traffic for exhibits and special programs during the next weekend. Show zoos and aquariums how they can use TV to reach Baby Boomers, promoting regular visits as an interesting retirement activity as well as volunteerism and donations. Television is also an excellent medium to attract weekday traffic, with lower-priced admissions than the weekend and other weekday-only special offers and activities. Show advertisers how well your station’s programming reaches families with children. Recommend an additional schedule of spots directed at adults to maximize that market segment.

Advertising Strategies Zoos can increase traffic and visibility by making celebrities of their animals. This is especially true with new additions and babies. Not only are baby animals cute, they also make for great local news segments. Some zoos have hosted animal naming contests, which drive traffic to the zoo website, provide a great media feature, and also increase excitement about a zoo visit. To generate revenue, more zoos are including optional activities like Imax/4D movies, aerial trams, train rides, and animal shows for an additional fee. Zoos can also dedicate party space and promote their new role as birthday hot spots. To give birthday guests a special experience, include a meal and special highlight tour. These options should be advertised on television.

Advertising Strategies Recommend that zoos and aquariums with behind-the-scene tours and new exhibits for new species to promote these experiences since they attract the most visitors. Seasonal events and attractions can support off-season visits. For example, the Cincinnati Zoo partners with PNC Bank have hosted the Festival of Lights. During the Christmas season the zoo is decked out in millions of lights to create a festive atmosphere for evening visitors. Animals that like cold weather (polar bears, snow leopards, reindeer, etc.) are on display and customers can purchase hot coca, homemade fudge, and other seasonal refreshments. These, and other events, are ideal for television advertising.

Social Media Strategies Social media engagement by zoos and aquariums is critical to providing educational and other relevant content especially to children. Contests can attract maximum engagement, such as naming a new animal. Any zoo or aquarium should have its own YouTube Channel with videos of new animals and exhibits, staff members showing how they care for the animals, videos of family visits that they record and upload and presentations from zoo-based or visiting naturalists to promote biodiversity. Zoos and aquariums can also use social media to engage specifically with young adults to foster lifelong support of the facility and show how it is a fun and interesting social outing or occasion with friends.