Contact: Jason Jacobs
323/644-4273

The Los Angeles Zoo and Greater Los Angeles Zoo Association recently commissioned L.E.K. Consulting to conduct a market research study. The objectives of the study were to understand the motivation and behaviors of both Zoo visitors and non-visitors. The study determined that 83% of the Zoo’s visitors live less than or equal to 30 miles from the Zoo. The average visit lasts about 3.78 hours and the top three reasons people visit the Zoo are to spend time with children or family, because they are interested in animals or for entertainment. The study also found that the most important aspects of a visitor’s experience are entertainment value, education value, being a good, safe place for families, and quality of the animal exhibits. The study concluded that 92% of the visitors surveyed are generally satisfied with their L.A. Zoo visit and more than 70% are highly likely to return in the next year. The study questioned participants about what programs they would like to see added to the Zoo. Topping the list were more animal shows, extended Zoo hours with nighttime programs and more guest participation and on-grounds interpretation.

This study combined with a recently released National Science Foundation-funded study of zoo and aquarium visitors found that people came away from a zoo visit with a greater appreciation of nature and a stronger sense that they were part of the solution to environmental problems-this, as a direct result of connecting with live animals at a zoo or aquarium.

“Over 83% of our visitors are from Los Angeles and they know the importance and
value of having a zoological park within their backyard” states Zoo Director John Lewis. “This is why we desire to complete the Pachyderm Forest, so our visitors can learn about Asian elephants and other critically endangered species.”

Over 1.6 million people visit the Zoo each year to experience exhibits such as the new Campo Gorilla Reserve-a habitat for two troops of lowland gorillas. Over the next four years the Zoo plans on completing the Pachyderm Forest, Reptile and Amphibian Interpretive Center and a Rain Forest of the Americas.

L.E.K. Consulting is a global business consulting firm with substantial market research experience in the United States, Europe, Asia and Australia. The firm works for a variety of industries, including a strong presence in site-based entertainment.

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The Los Angeles Zoo and Botanical Gardens is located in Griffith Park at the junction of the Ventura (134) and Golden State (5) freeways. Admission is $12 for adults and $7 for children ages 2 to 12. One child is admitted free with a paid adult from November 27, 2008 to January 1, 2009. On January 2, 2009, child admission is $7. TheThe Zoo is open from 10am to 5pm daily. For general information, call 323/644-4200.