PGAV Destinations Reports Results Of Landmark Research
PGAV Destinations Reports Results Of Landmark Research
St. Louis, Missouri (PRWEB) August 30, 2011
The results of a national survey released by PGAV Destinations, a global leader in the planning and design of entertainment and cultural destinations, reveal insights about zoo-goers that have significant economic implications for zoos and tourism in general.
Zoos are one of the most popular attractions in America, with almost half of all attractions visitors in the country having visited a zoo in the past two years. According to the AZA, over 150 million people visit accredited zoos and aquariums annually. That’s more than all professional sports combined! So, what gets Americans excited to go to the zoo in the first place? What would make their experience more appealing? What keeps zoo-goers coming back again and again?
To answer these questions, PGAV Destinations commissioned H2R Market Research to perform a nationwide online survey of attractions visitors. The survey was completed by 505 respondents and has a +/- 4.4% margin of error and 95% confidence interval.
Finding: Zoos are not just for Families. Nearly 40% of zoo-going households are adults with no children. This is surprising since zoo figures tend to show that only 20% of annual attendance is adults with no children. In fact, interest in zoos seems to be much further reaching than just households of families. Breaking the perception that zoos are only for kids does not mean zoos need to abandon their core group, but indicates that zoos could offer more adult-oriented products and programs.
Finding: Zoo-goers Respond to Animal Interactions. The overall trend shows a positive perception of interactive experiences with animals. The most popular of these experiences across all respondents are Behind the Scenes Tours, where you will “see where the animals live, learn how the zoo works, and meet one animal in a special face-to-face introduction.” And, zoo-goers are willing to pay for these experiences, with only 8% of guests indicating they should be free. These experiences create lifelong memories, enhance the perception of the zoo, generate revenue, and achieve educational goals.
Finding: Build the Yellow Brick Road. When asked how guests navigate their way through a zoo, less than 20% said they seek out specific exhibits to visit. The vast majority of guests either follows the designated main path of the zoo or wanders without any real intention or plan. Zoo guests want to get the most of out of their zoo experience, and clear wayfinding throughout the zoo can be strategically planned and is of the utmost importance.
Finding: The Cache of New. A majority of respondents agreed that the addition of a new species within a new exhibit would entice them to visit the zoo again more than the rejuvenation of a treasured favorite. Still, about one third of the respondents more highly valued a renovation of an animal’s home. This is a surprisingly substantial segment of the market and indicates that guests have a wider definition of ‘new’ than previously believed. Making smaller changes over the course of several years will reinforce the notion of new while maintaining lower costs. Of course, big changes make the biggest splashes, so master planning that balances large and small projects is essential to long-term success.
To read the full report, including further insights about zoo-goers’ thinking, contact marie(dot)shellenberg(at)pgav(dot)com or visit http://www.pgavdestinations.com/insights/.
About PGAV Destinations PGAV Destinations is a global leader in the planning and design of unique destinations. The firm uniquely combines award-winning storytelling and creativity with business strategy to create some of the world’s most important cultural, heritage, and natural destinations. PGAV develops growth-oriented master plans and translates these plans into innovative new destination products. Now in its fifth decade, the firm has authored hundreds of highly successful projects in places such as SeaWorld, the Grand Canyon, Biltmore Estate, The Gettysburg Battlefield, the Georgia Aquarium, Kennedy Space Center, and Busch Gardens. http://www.pgavdestinations.com
Media Contact:
Judy R. Goodman
Lents & Associates
1750 S. Brentwood
St. Louis, MO USA
314.968.3060
jgoodman(at)lentsandassoc(dot)com
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