MEMBERS


BY DESTINATIONS ZOOS AND AQUARIUMS


According to our annual Voice of the Visitor study, Zoos and Aquariums were the most commonly visited attraction in 2015,


with 54% of our respondents having visited. Of our respondents who noted that they currently hold a membership, 41% of them said that it was for a Zoo or Aquarium, and that they first


purchased it because they thought it was a great value and because their kids love the destination.


84% of those survey respondents who hold a membership at a Zoo or Aquarium are part of a family with children under 18, and


they plan to visit that destination 6.7 times this year. Arriving right when the destination opens, they stay for 8.5 hours on


average; 63% of them will tell their friends and family that they need to visit too; and 92% of them definitely or probably will renew their membership within the next 12 months.


THEME AND WATER PARKS


44% of our Voice of the Visitor respondents visited a Teme or Water Park in 2015, while 63% of all visitors did so with a season pass. For these SPHs, discounts on food and beverage, merchandise, and lodging are more important to them than SPHs at any other kind of destination. Of the three types of destinations, these SPHs have the lowest average household income.


87% of those survey respondents who hold a season pass at a Teme or Water Park are part of a family with children under


18, and they plan to visit that park 5.5 times this year. Arriving shortly after the attraction opens, they stay for 9.5 hours on average; 78% of them will tell their friends and family that they


should visit too; and 92% of them will definitely or probably renew their season pass within the next 12 months.


MUSEUMS


Museums were visited by 49% of our Voice of the Visitor respondents in 2015. Of those respondents who noted that they currently hold a membership, 27% of them said it was for a


Museum. Tese members’ favorite aspects of their destination are the great interactive exhibits and activities. Interestingly enough, these cardholders are more likely to be older adults with a much higher annual household income ($90,000+).


65% of those survey respondents who hold a museum


membership are part of a family with children under 18, and they plan to visit 3.9 times this year. Arriving at 8:15 a.m., they stay for nine hours on average; 54% of them will tell their


friends and family that they should visit too; and 88% of them will definitely or probably renew their membership within the next 12 months.


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