4


Te Cache of New


Guests are overwhelmingly motivated by ‘new.’ In fact, a majority of the 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 like Frosty the Polar Bear.


Still, about one third of the respondents more highly valued a renovation of Frosty’s home. Tis is a surprisingly substantial segment of the market and indicates that guests have a wider definition of ‘new’ than previously believed.


Implication: Keeping things fresh and new is critical to the success of attractions. But ‘new’ doesn’t always mean expensive. 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.


EXPERIENCE THAT WOULD PERSUADE YOU TO VISIT Families vs. Adults


Families are a little more likely to prefer a new exhibit where adults are more satisfied with an updated exhibit of their favorite species likely because they visit more for specific animals.


70% 80%


10% 20% 30% 40% 50% 60%


0%


Updated exhibit for one of your favorite species of animal already at the zoo


A new exhibit created for a new species of animal


Adults Families 66.9% 71.6%


33.1% 28.4%


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