We found salaries to be below average in four of seven areas. Where salaries were higher than average, we either did not find the differences to be significant or did not find them to be inconsistent with the Zoo's mission or market-driven environment. Given the market size, the Zoo could attract even more visitors. With regard to memberships, it is slightly above average. These facts suggest an opportunity to increase both.
Concessions show excellent profit potential and private support has been strong.
Per capita concession revenues are excellent indicating a strong profit potential. Efforts to obtain private support for capital and operating needs have been quite successful. Long-range planning is underway as well as innovative marketing ideas. The Zoo has begun the process of drafting a comprehensive master plan addressing such issues as construction, renovation, funding, development, business forecasting and marketing. A marketing firm was retained which mounted an impressive television campaign this past spring.