Company Overview
San Diego Zoo Global is a not-for-profit organization that
operates the San Diego Zoo, the San Diego Zoo Safari Park, and the San Diego
Zoo Institute for Conservation Research. San Diego Zoo Global is the largest
zoological membership association in the world, with more than 250,000 member
households and 130,000 child memberships, representing more than a half million
people. Members enjoy free admission to the Zoo and the Safari Park, a
subscription to the magazine ZOONOOZ, and other benefits. Both Zoo and Park are
open every day of the year (Zoo, 2015).
Business Description-
The museum and zoo industry demand is partly linked to growth in
local income and to tourist travel. The profitability of individual
institutions depends largely on good marketing. Large institutions have the
advantage of name recognition or proximity to mass tourism areas. Small
institutions can compete successfully by concentrating on specialty topics, or
by operating in a favorable location. The US industry fragmented the top 50
institutions account for about 35 percent of revenue.
Museums account for about two-thirds of industry revenue; zoos and
botanical gardens together generate about a quarter. For the industry as a
whole, about 40 percent of revenue comes from contributions and grants from
private and government sources. Other sources of revenue (each accounting for
between 10 and 15 percent) include admission fees, investment income, and sales
of food and merchandise. Among individual institutions, the revenue mix can
vary significantly, as some receive significant support from endowments.
Company History-
Dr. Harry Wegeforth, heard the roar of caged lions that were
part of the 1915-16 Panama-California Exposition in Balboa Park. Dr. Harry, as
he was affectionately called, decided then and there that San Diego was ready
for a zoo and later convinced the city to follow his lead.
Since those humble beginnings, the San Diego Zoo has grown to a
world-class animal facility. We were one of the first zoos to have open grotto
enclosures without iron bars for lions, tigers, and bears-oh my! In 1972 the
Zoo opened its sister facility, the Wild Animal Park, featuring animals living
in natural groupings inside huge field exhibits. In 1975 we founded CRES
(Conservation and Research for Endangered Species), now one of the largest
zoo-based research centers in the world (Diego, 2015).
Key People-
Douglas Myers
President/CEO, San Diego Zoo Global
Mr. Myers serves as the executive leader for San Diego Zoo Global.
In this role, he is responsible for setting policy and maintaining the
organization’s role as a leader in conservation and animal care.
Matthew Musella
Chief Operating Officer, San Diego Zoo Global
As Chief Operating Officer of San Diego Zoo Global,
Mr. Musella serves with the President/CEO in overseeing all aspects
of San Diego Zoo Global.
Paula Brock
Chief Financial Officer, San Diego Zoo Global
As Chief Financial Officer, Ms. Brock oversees the financial
management of the organization.
Mark Stuart
Chief Development and Membership Officer, San Diego Zoo Global,
President, The Foundation of San Diego Zoo Global
Mr. Stuart leads the team devoted to friend-raising and
fund-raising efforts to support San Diego Zoo Global’s animal care,
conservation and education programs. He also serves as President of The
Foundation of San Diego Zoo Global, a separate nonprofit organization devoted
to raising major gifts to address the institution’s strategic priorities.
Dwight Scott
Director, San Diego Zoo
As Director of the San Diego Zoo, Mr. Scott is responsible for the
overall operation of the 100-acre zoo, which is located in Balboa Park just
north of downtown San Diego. He oversees daily operations of all departments,
including admission, transportation, education, food service, retail,
facilities, animal care, veterinary services, horticulture, special events, and
construction and maintenance.
Robert M. McClure
Director, San Diego Zoo Safari Park
As Director of the San Diego Zoo Safari Park, Mr. McClure is
responsible for the overall operation of this 1,800-acre wildlife preserve
located near Escondido. He oversees the administration of all departments and
operations, construction and maintenance, animal services, veterinary services,
horticulture, and special events.
Officers
Robert B. Horsman
Chairman
Sandra A. Brue
Vice Chairman
Judith A. Wheatley
Secretary
Steven G. Tappan
Treasurer
Board of Trustees
M. Javade Chaudhri
Berit N. Durler
Richard B. Gulley
Clifford W. Hague
Linda Lowenstine, D.V.M, Ph.D.
George A. Ramirez
Patricia L. Roscoe
Location and Subsidiaries-
San Diego Zoo-
North of downtown San Diego in Balboa Park
San Diego Zoo Safari Park-
It is located 30 miles (48 kilometers)
north of downtown San Diego in the San Pasqual Valley near Escondido,
California.
San Diego Zoo Institute for Conservation Research –
San Diego Zoo
Institute for Conservation Research is located in Escondido,
California
Brands, Major Products and Services
San Diego Zoo-
The 100-acre (40-hectare) Zoo is home to over
3,700 rare and endangered animals representing more than 650 species and
subspecies, and a prominent botanical collection with more than 700,000 exotic
plants. It is located just north of downtown San Diego in Balboa Park.
San Diego Zoo Safari Park-
The Safari Park is an expansive wildlife
sanctuary that is home to more than 2,600 animals representing more than 300
species. Its renowned botanical collection represents 3,500 species and 1.5
million specimens. Over half of the Park’s 1,800 acres (730 hectares) have been
set aside as protected native species habitat.
San Diego Institute For Conservation Research-
San Diego Zoo Institute for Conservation Research
is one of the largest zoo-based research centers in the world. Founded in 1975,
it is dedicated to preserving and protecting rare and endangered wildlife and
habitats. Staff develop, gather, and increase knowledge vital for the
establishment of self-sustaining populations of wildlife.
Corporate Vision
The corporate
vision of the San Diego Zoo is to lead the fight against extinction.
Corporate Mission
“San Diego Zoo
Global is committed to saving species worldwide by uniting our expertise in
animal care and conservation science with our dedication to inspiring passion
for nature.”
Company’s Current Promotional
Strategy
The San Diego
Zoo and its partner facilities incorporate social media as an integral part of
their marketing and program awareness strategy. They use social media outreach,
managed by Hootsuite, to connect with their audience and share the stories of
many of their animals and programs. In 2013, the zoo welcomed the birth of a
panda cub and documented it through social media. By doing so, San Diego Zoo
saw a 500% increase in traffic to their panda cam, gained 28,000 new Facebook
likes in 5 months, gained 22 million Facebook impressions, received 4,500 new
Twitter followers, 4,500 re-tweets, 35 million potential Twitter impressions,
and had over 4 million YouTube view (Slideshare, 2013).
Product Sales History
The San Diego Zoo sales include admissions, memberships, retail
products and food.
In the year ending 2013, the San Diego Zoo sales were $200,533
thousand. (San Diego Zoo, 2015) In the
year ending 2012, the San Diego Zoo sales were $182,233 thousand. There is an
increase in sales over the last two years.
Current Marketing Objective
The current
marketing objective of the San Diego Zoo is to inform their current and future
visitors of their great educational opportunities and their large efforts in
animal conservation.
Media Expenditure
The San Diego
Zoo strategically seeks partners with similar goals and objectives to support
their marketing needs. Some of the powerful tools they use include discount
offers, publicity, publications, premiums and tickets, sweepstakes and onsite
opportunities. In addition, the zoo uses local, regional, and national media
promotions as one of their most powerful ways to reach their target audience.
Ticket giveaways and promotional campaigns are proven winners of their media
expenditure (San Diego Zoo, n.d.).
SWOT Analysis
Strengths:
The San Diego Zoo provides many different strengths:
·
They are known for its cages
less, open exhibits and large plots of land for animals to inhabit. This allows
the animals to live in a more natural habit.
·
The Zoo has a large education experience for
both children and adults.
·
They are a major player in the
animal conservation efforts as well.
·
The Africa Tram allows people to get a closer look at the animals.
Customers can purchase a ticket or package that will allow them to take a ride,
and get a closer look at the animals.
·
Video Cams, this allows people to go onto their website and see
what the animals at the zoo are doing. It gives the consumer an idea of what
kind of animals are there so that they can plan their stay.
Weakness:
As the San Diego has many strengths, they do have some weakness:
- Large open areas for
animals to roam results in missed opportunities to view animals. If the
animals are not where people can see them, it is a missed opportunity for
the consumer and they might not be satisfied with their visit.
- High prices of admission - Adult (ages 12+) $48.00 Children
(ages 3-11) $38.00. The prices are a little higher than some of their
competition.
- Long Lines, people do not
like to stand in long lines because then they do not get to do everything
that they had intended on doing.
- It is so big that you cannot
see everything in one day.
Opportunities:
Some opportunities are as follows:
- Large efforts in animal conservation
gives San Diego Zoo a positive outlook amongst visitors
- Large push of educational
opportunities increases interest in zoology.
- Provide Busing from zoo to the Safari
Park, this helps the consumer from having to find other parking.
- Dinner Package with the
price of admission. It is a big zoo and many people are going to want to
eat there as well. By creating a dinner or lunch package, they will feel
like they are getting a better deal.
·
Hotel on site, this would allow customers to
return for a few days at a time. They would have a great experience without
feeling rushed for time.
Threats:
- Large competition in the California
area; such as Walt Disney Land
- Animal rights groups; they may feel
like the animals should be in their own environment.
- Negative views from the public of
animal parks such as Sea World on the treatment of animals.
Reference
San Diego Zoo. (n.d.). Sand
Diego Zoo global mission and vision. Retrieved
on November 15, 2015, from website:
http://zoo.sandiegozoo.org/content/san-diego-zoo-global-mission-and-vision
Slide Share. (2013). Case
study: San Diego Zoo. Retrieved
on November 15, 2015, from website:
http://www.slideshare.net/hootsuite/hootsuite-san-diego-zoo-case-study
Diego, S. (2015,
November 15). San Diego Zoo: Celebrating our first 90 years.
Retrieved November 15, 2015, from San Diego.Org:http://www.sandiegozoo.org/90th/
Zoo,
S. D. (2015, November 15). About Us. Retrieved Novemeber 15, 2015, from San Diego Zoo: http://www.sandiegozoo.org/disclaimers/aboutus.html
San Diego Zoo. (2015,
November 16). Retrieved from sandiegozoo.com:
http://zoo.sandiegozoo.org/sites/all/themes/zoostrap/downloads/financial-reports/SDZG2013FinancialStatement.pdf
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