Funworld May 2010

Every October the attraction industry is reminded “zoo” rhymes with “boo.” You see it everywhere—“ZooBoos” and “Boo at the Zoos” galore—with some “Creepy Critters” thrown in for good measure. It’s a fun and effective way to attract crowds, especially parents looking for an alternative to taking toddlers and younger children door-to-door for treats.

But it’s easy to become complacent when hosting an annual event. With creative special events teams, strategic marketing, and a focus on what zoos know best—animals—facilities can be innovative with their Halloween festivities and keep guests intrigued—whether they’re in their first or 50th year.

Day or Night: Which Is the Right Time?
After years of hosting a nighttime Halloween event, the Fort Wayne Children’s Zoo in Indiana (www.kidszoo.com) will move its “Great Zoo Halloween” to the daytime for 2010, allowing guests to enjoy more of the zoo and linger at exhibits only open during the day. “We’re not a facility that’s open at night, so we don’t have large lights to illuminate the pathways,” says Cheryl Piropato, education and communications director at the zoo. “And now people will be able to visit when the sun is out, as opposed to cramming it into their busy weekday evening.”

Another reason for keeping events scheduled in the daytime hours is the age of participants; the Phoenix Zoo (www.phoenixzoo.org) targets children 8 and younger, so the facility doesn’t want to keep them up past their bedtimes, says Director of Special Events Betsy Seibert. However, now in its 21st year of “Boo at the Zoo,” the facility realizes the demand for an event aimed at tweens. “In 2009, we produced a second Halloween event for the older kids called ‘Howl-O-Ween,’ which takes place at night,” Seibert says. “It’s totally different from the daytime event and was very well received.”

The Colchester Zoo (www.colchester-zoo.co.uk) in Colchester, England, also aims to please (and scare) the older crowd, so its annual “Shriek Week,” runs in the after-dark hours. It’s “Haunted Forest” is a recurring guest favorite, in which staff dress up inside Halloween-themed scenes and jump out at unsuspecting participants. Similarly, the Spooky Road Train takes guests on a ride each year, with ghost pirates lunging out and swordfights along the journey. But the zoo refreshes its live entertainment each year to offer something new. “In 2009, our staff dressed in costume and retold the story of Van Helsing,” says Laura Guerin, communications and development assistant at the zoo.

Target Age Ranges
Anticipating and planning for the age range of visitors is crucial to the success of zoo Halloween events. The Toledo Zoo (www.toledozoo.org) in Ohio splits its Halloween activities into “Little Boo at the Zoo,” which invites a younger crowd to watch magic shows and jump around in bounces houses, and “Pumpkin Path,” which is more fun for the entire family and creates a trick-ortreat atmosphere inside the zoo.

In 2009, the Toronto Zoo (www.torontozoo.com) added the “Critters Costume Parade” to its “Boo at the Zoo,” and a hay maze appropriate for the youngest visitors. “With high repeat visitation, you don’t want guests to think it’s the same thing over and over,” says Marketing Manager Cynthia Shipley, adding that getting creative with names— like “BooBrew hot chocolate—helps set the Halloween mood. The Colchester Zoo in England similarly has a “Spicy Witches Brew and Maggots” (Chicken Curry with White Rice) and “Blood and Guts Potatoes” (Potato, Tomato, and Cheese Bake).

Taking a different approach, The Lowry Park Zoo (www.lowryparkzoo.com) in Tampa, Florida, targets all ages and rates activities at “ZooBoo” with a system using one to seven “skulls” based on fright-factor (seven skulls are intended for mature, adult audiences). Past “ZooBoos” included foam parties and animal exhibits for kids, horror shows like “Declassified: Project Alien” for those looking for a creative story line, and interactive haunted houses like last year’s “Unearthed! Secrets of the Museum,” which encourage participants to solve the mystery of missing museum visitors.

Animal Instincts: Play to Your Strengths
In recent years, Halloween events have grown rapidly in popularity, and zoos may find more now have more competition from local festivities. “When we started in 1989, we were the only Halloween game in town,” says Piropato of the Fort Wayne Children’s Zoo, which will host its 31st “Great Zoo Halloween.” “Now we have to ask ourselves, ‘What sets us apart?’ The answer is the animals.” So the zoo has set out to revamp their Halloween event and give it a face-lift, with more animal-focused interactive experiences. “We’re going to make a lot of the stations interactive this year,” Piropato says. “So they have to answer a trivia question about an animal, or stick their hand in a box not knowing what’s on the other side. We felt it was time to give it a good look and focus on the things we know people enjoy.”

A popular attraction can also gain a following through the years. For instance, the Ft. Wayne Children’s Zoo has a celebrity witch named Broom Hilda, complete with a decorated house and legions of fans.

Similarly, the Phoenix Zoo has a life-size Plexiglas cow that kids can “milk,” prompting water to spray out. Seibert says the attraction fits perfectly with the “fall on the farm” theme for the zoo’s upcoming “Boo” event, and special events staff is considering holding a contest to see who can fill their buckets with the most water—a perfect opportunity to activate a sponsorship from a partnering organization like Arizona Milk Producers.

Sunni Robertson, senior educator at the San Diego Zoo (www.sandiegozoo.org), says nocturnal animals are popular to highlight when hosting nighttime activities, and insects and arachnids are always a popular focus for the Halloween season. “Evaluate which animals or zookeepers may be available for interaction with participants, as that is what guests seem to love most,” Robertson says.

Timing and Media
As is the case with all seasonal events, it’s important for facilities to stick to a timeline of when to begin promoting Halloween festivities. “Look for opportunities that will attract media attention, preferably prior to the event to help drive attendance the week of,” says Seibert of the Phoenix Zoo. She notes the promotion schedule of “Boo at the Zoo” begins with an announcement in the zoo’s mailed membership publication as early as July or August. The zoo crew starts implementing grounds signage around the first of October.

Similarly, staffers at the San Diego Zoo begin promoting “Spooky Sleepover” about two months in advance through membership communications as well as a calendar of events posted on the zoo’s web site. “We are very familiar with the audience that looks forward to this program and others like it,” says Ted Molter, corporate director of marketing, adding that communications efforts are targeted primarily to members and guests who have previously attended special events at the zoo. “Presently, word of mouth among this group is very strong and social media has potential going forward.”

Sponsorships and Partnerships
Many zoos take advantage of sponsorship opportunities during holiday events—it’s an ideal trade-off of additional financial backing or donations for the zoo, and increased visibility for local businesses like grocery stores, restaurants, insurance companies, banks, and more.

At the Toledo Zoo each of the 20 booths peppering the “Pumpkin Path” are sponsored by different companies, all vying for the best location in the park and securing their spots as early as January. “There are usually a couple businesses in competition with each other,” says Jen Brassil, events coordinator at the zoo. “They all have their themes— whether it’s the ‘Wizard of Oz’ or ‘Shrek’—and their volunteers dress up.” Each business’ staff is responsible for the labor involved in setting up and decorating the booth, and they’re highly encouraged to add original touches to their areas. One of the local hospitals near the Toledo Zoo is famous for its “life-flight” theme and letting kids sit in the hospital helicopter. Fisher-Price sponsored an entire play area for kids supplied with new toys, and a course for battery-operated Jeeps and Cadillacs for visitors to ride.

“Halloween has really evolved as a popular holiday,” says Andi Norman, director of public relations and marketing at the Toledo Zoo. “It’s like a second Christmas in terms of participation at the zoo. The big appeal for the businesses is that we can get a substantial amount of people and a great demographic out here in those four days.” The Toledo Zoo’s “Little Boo at the Zoo” and “Pumpkin Path” have welcomed as many as 25,000 attendees.

Contact Departments Editor Marion Hixon at mhixon@IAAPA.org.

Innovative Idea! ‘Pumpkin Stomp & Chomp’ at the Phoenix Zoo Many zoos combine animal enrichment and entertainment during the Halloween season by providing animals with pumpkins and letting guests watch the resulting fun. The Phoenix Zoo’s “Pumpkin Stomp and Chomp” publicizes viewing times for the animals’ treat delivery, and guests watch firsthand as the animals either interact and play with the gourds, or simply devour them. “Elephants have been given a pumpkin more than 300 pounds, and they tend to immediately stomp on it, break it, and eat it,” says Betsy Seibert, the zoo’s special events director. “Other pumpkins have been hollowed out by keepers, who then hide some of the animals’ favorite treats inside. It’s a fun way to educate people on how zoos provide animal behavior enrichment.”