Zoo & AquArium revenue Center & Animal interaction report August 2012

32 Pages·2012·2.06 MB·English

Zoo & AquArium
revenue Center & Animal interaction report
August 2012

Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
table of Contents
Introduction ...................................................................................2
Big Picture Data for Context .....................................................4
Admission Prices ...........................................................................7
Membership ...................................................................................9
Parking ..........................................................................................12
Rides ...............................................................................................12
Water Play and Water Park Areas .........................................21
Special Events Space ................................................................22
Meeting Space ............................................................................23
Restaurants ..................................................................................23
Temporary Exhibits ...................................................................25
Theaters ........................................................................................25
Gift Shops .....................................................................................26
Animal Shows .............................................................................26
Stroller/Wagon Rental .............................................................27
Public or Privately Owned ......................................................28
Websites .......................................................................................28
Market & Feasibility Advisors, LLC
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Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
Introduction
At the end of 2011, MFA surveyed more than 200 AZA-accredited institutions to see what creative ideas they
have developed for revenue generation and animal encounters, including charges for everything from rides and
meeting/event space to general admission, membership fees and outdoor picnic areas to name a few.
MFA went further in depth this year—collecting almost twice as much data as we did last year. This includes
deeper dives into food & beverage, gift shops, and premium animal interactions, among many other categories,
to more comprehensively fill-out our data collection of revenue producers for zoos and aquaria.
This year MFA presents the results sorted by five regions across the US. The accompanying chart and map
illustrate those regions.
US Regions
Northeast Southeast Midwest Southwest West
Connecticut Alabama Illinois Arizona California
Delaware Arkansas Indiana New Mexico Colorado
Maine Florida Iowa Oklahoma Idaho
Maryland Georgia Kansas Texas Montana
Massachusetts Kentucky Michigan Nevada
New Hampshire Louisiana Minnesota Oregon
New Jersey Mississippi Missouri Utah
New York North Carolina Nebraska Washington
Pennsylvania South Carolina North Dakota Wyoming
Rhode Island Tennessee Ohio
Vermont Virginia South Dakota
Washington D.C. West Virginia Wisconsin

Market & Feasibility Advisors, LLC
2 One South Dearborn, Suite 2100, Chicago, IL 60603 • [phone] • www.mfallc.com
Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
Market & Feasibility Advisors, LLC
One South Dearborn, Suite 2100, Chicago, IL 60603 [phone] www.mfallc.com 3
Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
This report presents and summarizes many of MFA’s findings from analysis of MFA’s zoo/aquarium
database.
If you have not yet heard of MFA, we are a recession era start-up with some very experienced consultants.
They have worked with zoos as varied as Chicago’s Brookfield, San Antonio, Brevard, Audubon, Miami
and Akron. We would be happy to discuss any thoughts or questions you may have about the topics
addressed below. To reach Dan Martin, Managing Principal, please call 312.933.7898 or email him at
[email protected]. Our website is www.mfallc.com.
Big Picture Data for Context
Regional US and AZA Zoo & Aquarium Data
Northeast Midwest Southeast Southwest West US
Institutions & Attractions
Zoos
Number 30 51 34 18 28 161
Average 30 Mile Market Penetration 27% 67% 44% 69% 143%
Aquarium 6 1 16 4 10 37
Average 30 Mile Market Penetration 45% N/A 97% N/A 48%
Combination Zoo & Aquarium 1 1 2 3 1 8
Total 37 53 52 25 39 206
Regional Statistics
Population 62,149,367 67,081,753 79,003,114 37,852,942 64,010,427 310,097,603
Average Household Income $78,282 $63,238 $60,175 64,396 $74,600 $68,013
Median Household Income $56,539 $48,055 $43,638 46,712 $55,224 $50,227
AZA Zoos/Million Population 0.48 0.76 0.43 0.48 0.44 0.52
AZA Zoos & Aquariums/Million 0.60 0.79 0.66 0.66 0.61 0.66
Population
Total AZA Institution Attendance 18,553,630 31,844,270 27,630,923 13,485,227 27,880,838 119,394,888
AZA Institution Overall Regional 30% 47% 35% 36% 44% 39%
Penetration
Notes:
Attendance drawn from 2011 AZA members book which has very high participation
Seaworld, Ripley’s and one other excluded from average 30 mile market penetration figures but not other
statistics
Sources: AZA, ESRI, MFA

Market & Feasibility Advisors, LLC
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Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
MFA can make the following observations after ana- fifth with 38 million (even with TX and AZ).
lyzing the data on page 4.
• In 2011, the US median household income was
• Western region zoos have a much higher mar- estimated to be a bit over $50,000. Not surpris-
ket penetration rate than zoos in the other re- ingly, the Northeast topped that with a median
gions—a remarkable 143% of the population in a household income of $57,000 and the West coast
30-mile ring around their locations. Southwestern is second, with $55,000. The Midwest came next
and Midwestern zoos come in a distant second with a median household income of $48,000.
and third with 69% and 67% respectively. The The Southwest was fourth at $47,000 and the
Southeastern average is still lower, at 44%, and Southeast fifth at $44,000. These stats are signif-
the Northeastern regional average was a very icant in terms of regional variation, (discussed
distant fifth at 27%. later).
• The Southeast leads the US in the number of • The Midwest has, by far, the most zoos per million
aquaria with 16—about 40% of all US aquaria. The with .76 zoos for every million people—or put
Western region is second with 10. another way—there is an AZA-accredited zoo
for every 1.3 million people. When aquaria are in-
• Excluding tourist destination aquaria like Ripley’s
cluded, that figure reaches .8. The Southwest and
in Myrtle Beach and the North Carolina state-
the Northeast tie for second place with .48 zoos
owned aquaria in the small coastal tourist cities
for every million people. The West and Southeast
the Southeastern aquaria lead in
come in fourth and fifth at .44 and .43
market penetration also.
zoos per million, respectively. To
• While many zoos contrast with the Midwestern
display aquatic figures, in these areas, there
life, those that is an AZA-accredited zoo
call themselves for every 2.3 million peo-
a combina- ple. When aquaria are
tion zoo and added in, all regions soar
aquarium are to .6 or above per million.
few —only 8
• The 206 AZA-
facilities of 206 in
accredited facilities in this
the data set do so.
dataset together draw 119 mil-
• The 206 zoos across the lion visits a year. This is the equiva-
country in this dataset are not lent of 39% of the 310 million Americans.
at all evenly distributed. The Midwest leads The Midwest leads with 32 million visits, or 47% of
all five regions with 31% of all US zoos. its population. The West is second with 28 million
or 44% of its population. The Southeast is close
• The population is not evenly distributed either,
behind with just under 28 million in attendance
but not in the way one might expect. Out of the
but a much lower percent of its population—35%.
estimated 310 million Americans in 2011, close
Northeastern zoo attendance is 19 million or 30%
to 80 million—or just over a quarter—live in the
of the population. In the Southwest, it is 13 million
Southeast. Another 67 million, or 22%, live in the
but 36% of the population (higher than Southeast
Midwest and 64 million or just about 21% live in
or Northeast.)
the West. The Northeast is densely populated but
still fourth with 62 million and, the Southwest is Now, to the 2011 survey data
Market & Feasibility Advisors, LLC
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Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
The headlines from this year’s report are:
• The regional analysis shows sharp differences in market penetration and the distribution of zoos and aquaria
nationally.
• Admission prices took a surprisingly sharp turn upward.
• Some attraction sectors have tended toward convergence but not zoos and aquaria. Ticket pricing still seems
remarkably varied and not necessarily related to the quality or duration of the experience.
• Individual memberships still seem high and the average cost of a family membership actually went down.
• Parking is still free at 66% of the facilities. An especially high number of zoos rely on street parking.
• 60% of all facilities had rides, a notable increase since last year’s 53%. Trains lead the way with 40% of all
facilities but carousels are a close second at 37%. A small but growing number of zoos have clusters of rides.
The average train ticket didn’t move much but apparently more than a handful of zoos are now charging for
some trains that were once free - pretty brave.
• Zip lines have become very popular. We profile places that now have them.
• The opportunities for animal interactions continue to increase. This year we treat general audience and
premium ones separately. You can now ride a camel coast-to-coast as we look at the 25 zoos that offer camel
rides.
• Water play areas continue to spread: some 38 zoos and aquaria offer them.
• A growing number of places now offer a covered outdoor space and the number of indoor rental spaces
increased so sharply that we think some zoos must have pressed some old underused spaces into service.
• In the restaurant category, there has been a notable increase to 26 restaurants with table service.
• The number of facilities staying open past 6pm in the summer is up to 38.
• Just over half of the 114 theaters in the facilities are amphitheaters.
• Traveling attractions remain popular with the average charge now at $3.21. The Southwest seems to have
fewer, on average, than the rest of the country.
• Just over a third of all facilities had animal shows—and all but a few are free.
• Gift shops are almost universal (96%) but carts are comparatively rare with only 13 facilities saying that they
have them.
• There are still some bugs to work out with stroller, wheelchair, and ECV rental. Not many places allow ad-
vance reservations.
• Ownership has changed. Of the 137 facilities that we found that are publicly owned—59 are now privately
run (including non-profits).

Market & Feasibility Advisors, LLC
6 One South Dearborn, Suite 2100, Chicago, IL 60603 • [phone] • www.mfallc.com
Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
Admission Prices
Based on the data collected, the average daily price Animal encounters such as feeding, riding, swimming
of admission for children in 2011 was $10.17, com- and touching are generally not included in the cost
pared to $8.36 in 2010. That’s of admission except for the
an increase of $1.81 per ticket barnyard experiences which are
or 21.65%. This figure does typically included in admissions
include the eight theme parks cost. For the purpose of this
that are AZA members (their report, we did not include ex-
overall ticket prices are higher periences such as animal inter-
and include more than animal actions and rides at the theme
exhibits) and does not include parks that are members of the
any special promotional AZA as they include more than
packages. animal exhibits in the price of
admission. The one exception
The eight theme park mem-
was the beluga whale interac-
bers are: Busch Gardens
tion which we included.
Tampa, Disney’s Animal
Kingdom, Ocean Park, Sea The scatter diagrams below
World Orlando, Sea World San show the variation in admis-
Diego, Sea World San Antonio, sions pricing for a child and an
The Seas (Epcot) and Six Flags adult.
Discovery Kingdom.
The average daily price for
The 2011 prices varied quite adult admission in 2011,
a bit for a child’s ticket, rang- excluding any packages or
ing from free to $79.00 which special discounts, was $14.41
Photo taken by Maureen McMahon
differs from last year’s prices compared to $12.47 in 2010, an
which were a range of $1.00 to $74.00 (Sea World and increase of 15.55%. As with child pricing, there is also
Animal Kingdom at the top). a broad range in pricing for adult admission, which
Child Admission
Adult Admission
$30.00
  $50.00
$25.00

$40.00
$20.00

$30.00
$15.00

$20.00
$10.00

$5.00
  $10.00
$0.00

$0.00
0
  50
  100
  150
  200
  250
  0 50 100 150 200 250
Market & Feasibility Advisors, LLC
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Zoo & Aquarium Revenue Center & Animal Interaction Report – August 2012
ranges from free to $85.00 (the Sea Worlds and Animal region had the highest average ($9.88) with the
Kingdom). The adult daily admission cost doesn’t gen- Southeast region close behind at $9.55 per admission.
erally include animal encounters but will often include
With the eight theme parks excluded, the highest av-
barnyard or children’s zoo experiences in the cost. A
erage ($14.92) for adult admissions in 2011 according
sneak peak at data for the coming year shows the
to region is in the Southeast, mainly due to aquarium
upward pricing trends continuing.
prices. The Western region comes in at a close second
Almost 78% of zoos offer some type of senior citizen with an average adult admission price of $14.49.
discount on admission with the qualifying age averag- There is a significant difference between these adult
ing 62.6 years. In these times, we are curious about the admission prices and admission prices in the Midwest
22% that somehow get away with no senior discount. region ($8.86). The disparity is partially due to the fact
that there are very few aquaria in the Midwest. Aquaria
Admission prices clearly vary by region. With the eight
tend to have a higher admission rate than zoos.
theme parks excluded, Midwest facilities had the
lowest average ($5.83) for children, while the Western
AvAevraegraegg ec oCsht ioldf Achdmildis asdiomn iCssooisotn p pere Rr ereggioionn
Tottal, SE, $9.55 Total, W, $9.888
Total, NE, $8.58
TTotal SW, $7.33
Total, MMW, $5.83

AAvveerraaggee Ccoosstt oof fA adduulut lAtd amdimssiioossni openr pReegri oorengion
Tottal, SE, $14.92 Total, W, $144.49
Total, NE $11.78 TTotal, SW, $11.993
Total, MWW, $8.86

Market & Feasibility Advisors, LLC
8 One South Dearborn, Suite 2100, Chicago, IL 60603 • [phone] • www.mfallc.com