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Blackpool Zoo: Thriving Year 2009 Summary

Explore the successful year of 2009 at Blackpool Zoo - increased visitor numbers, revenue, and profit. Discover the key strategies behind the growth, including investment, annual pass scheme, marketing campaigns, and positive word of mouth. Dive into the highlights such as the return of penguins, new facilities, and the annual pass loyalty program. Learn about the successful marketing initiatives and how word of mouth played a significant role. Witness the growth and profitability of the zoo through various attractions and developments. Understand the company's position in the leisure industry, its growth in Europe, and the continued focus on education, conservation, and research. Get insights into the upcoming 2010 projects and the promising future ahead.

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Blackpool Zoo: Thriving Year 2009 Summary

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  1. 2009 update

  2. 2009

  3. Visitor Numbers x1000

  4. Revenue x1000

  5. Profit (EBITDA) x1000

  6. 2009 Summary • Visitor Numbers + 10% • Revenue +20% • Profit +82%

  7. Why? • INVESTMENT • ANNUAL PASS SCHEME • MARKETING • WORD OF MOUTH

  8. INVESTMENT - • Penguins return to Blackpool after 10 year gap. • New Facility completed July 2009

  9. ANNUAL PASS • Change strategy • Reduced Price • Further reductions for existing members • LOYALTY • GROWTH +66% 2009 • -10,000 members by 2013!

  10. MARKETING • Strategic campaigns such as March Madness (50% off for locals) • Preston and Manchester – High profile campaigns in both these major cities • Good PR – Lots of positive stories relating to our work and animals.

  11. WORD OF MOUTH POSITIVITY about the ZOO • Created by: • Annual Pass scheme (members) • Good PR & Marketing • High Profile in the Local Area • More information available on the work we do in Conservation/Education/Research • ENJOYABLE EXPERIENCE when you visit!!

  12. Other factors • Baby Giraffe • Lion Cubs

  13. Giraffe Heights Opened in late summer 2008. We continued to benefit from this new attraction in early 2009

  14. Aardvark Adventure Play barn • Giant Indoor Play Area, providing a repeatable attraction for locals and a ‘dry’ additional attraction for zoo visitors +127% Profit on 2008

  15. A-Zoo Nursery 2009 A 66 place, child day care nursery +5% Profit on 2008

  16. CAR PARK DEVELOPMENT • £475K Project • Completed March 08 • +48% profit on 2008 (no price increase)

  17. Parent Company • Still the 2nd biggest leisure company in Europe • The biggest operator of animal attractions in Europe • The company saw good growth during 2009, particularly in Europe (USA decreased slightly). • Blackpool zoo performed better than any of its other attractions (pro rata) to budget or previous year. • Continued investment .......

  18. Education/Conservation/Research Education - 46,000 children visited the zoo as part of an Educational visit, 60% of these passed through one of our formal education teaching sessions. Conservation - £25,000 contributed to our in-situ conservation projects Research- Research officer – continues to forge links with higher education establishment assisting Universities/colleges to complete zoo based research.

  19. Conservation Partners

  20. 2010 CAPEX/Projects • SEA LIONS upgrade/modification • Wallaby walkthrough exhibit • Aardvark external enclosure development • Giraffe walkway/viewing extension • Small Primate house refurbishment • Zoo shop No2 refurbishment • Additional Toilet Block – Main cafe • Additional Toilet Block – Play barn • Continued investment in Nursery • IT upgrade of the all site • Animal department

  21. SEA LIONS - £450,000

  22. Investment to date? +£10,000,000 Since the operational lease was released by the Council in 2003.

  23. Future 2011 + ??

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