Beat the Odds
 Zoos and aquariums should provide a three-for-one value to create the optimum guest experience
by David Rosenberg
In today’s economy it takes more than flashy exhibits, fun experiences, or educational content alone to drive admission volume at zoos and aquariums. Consumers are looking for the greatest value for their dollar. Value can be defined as the perfect balance of service, fun, and education.
This combination positioned zoos and aquariums well in 2009. At the Monterey Bay Aquarium, we understood this benefit, and our team worked hard to formulate and deliver it. Our guest experience ensures everyone leaves believing he or she received great value and an amazing experience.
So, how did do we do it in such a challenging economy? We continued to expand on our approach to uphold our core mission (to inspire conservation of the oceans). We increased live programming, added more opportunities for interactions with floor interpreters, increased our training efforts, and made sure every member of the floor staff was dedicated to providing outstanding customer service.
In other words, we spent time and resources developing our volunteers and employees. Our monthly audience research scores continued to grow quarter over quarter culminating in our highest overall guest satisfaction scores on record. Additionally, as our scores grew, our value for admission remained constant despite a $5 ticketing increase.
Deliver Excellent Service
Service is a cornerstone in many organizations. Guests come seeking a certain experience; for zoos and aquariums, they come to interact with the animals. However, if they get quality service, they will often leave remembering the people who served them. The interactions guests have with staff are a true representation of the overall experience. Service connects all components of a visit; it begins when the guest purchases a ticket and ends when the guest departs. Any breakdown along the way is a disruption in the perception of a perfect experience.
What is not fun about seeing animals play? This is a niche for zoos and aquariums. Other parks have their own opportunities for fun; you can be submerged in a world of fantasy, water, thrill, or entertainment. However, fun is just one piece of the equation. People can enjoy participating in just about any activity. When the fun is tied into the other key components, it becomes an experience. The perfect guest experience provides fun on the heels of the other key assets. Some organizations direct all of their energy to creating an entertaining visit, however, they are often missing the other parts that make the complete guest experience.
Provide Educational Opportunities
Providing education allows visitors to leave with more than just a great experience; they leave with lasting impact. To achieve a well-balanced educational experience, the assistance of staff and volunteers to interpret exhibits is crucial. Interpretation is a science in which visitors are engaged in dialogue that helps them become immersed in the experience. Zoos and aquariums are increasing their efforts to train staff in interpretation. According to Jim Covel, president of the National Association for Interpretation, “Effective interpretation weaves together education, storytelling, and thematic messaging to help guests better connect to the exhibits and animals at a zoo or aquarium. The guests walk away having learned something about the world around them as well as having a fun experience—and maybe they have a few new animal friends and stories, as well. When you bring your family to a place like the Monterey Bay Aquarium, and everyone has a wonderful experience, you feel like you’re doing a great job as a parent. That’s an exceptional value for every mom and dad.”
Many zoos and aquariums have a true understanding of the balance between service, fun, and education. The attractions able to incorporate all three of these and create an experience provide a higher value for their visitors. Visitors appreciate the “two (or three) for one” value of their visit and will leave wanting to return for more.
The value helps validate the costs and ultimately builds loyal visitors. The majority of zoos and aquariums had exceptional attendance in 2009; guests left understanding the achievement of their visit. “We’re very pleased that people see the value in a trip to the zoo, especially when money is so tight for so many people,” says Sue Allen, manager of marketing and public relations for the Cleveland Metroparks Zoo.
David Rosenberg was appointed director of guest experience at the Monterey Bay Aquarium three years ago, shortly after the new division was formed. He started his career at Walt Disney World and subsequently was an executive with a large prestigious hotel company. David is the current chairman of the IAAPA Zoo and Aquarium Committee.
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