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Chester Zoo: a Visitor Attraction

Chester Zoo: a Visitor Attraction. History of Chester Zoo. 1930 - Buys Oakfield House + 9 acres of land (£3500!) 1931 – Opens to the public 1950 – Becomes a charity. 110 acres open to the public, 400 acres owned by NEZS. Mission Statement. “Zoo without bars”.

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Chester Zoo: a Visitor Attraction

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  1. Chester Zoo:a Visitor Attraction

  2. History of Chester Zoo 1930 - Buys Oakfield House + 9 acres of land (£3500!) 1931 – Opens to the public 1950 – Becomes a charity

  3. 110 acres open to the public, 400 acres owned by NEZS

  4. Mission Statement “Zoo without bars” To be a Major Force inConserving Biodiversity Worldwide

  5. Conserving Biodiversity Worldwide

  6. Open all year, except Christmas Day & Boxing Day • The summer, holidays (Easter and Summer) • Average of 4-6 hours • Full day activity • 86% are repeat visitors, • 14% are first time visitors What is a typical visit? • When do visitors come to the Zoo? • How long do visitors stay? • Do our visitors return?

  7. Primary school age children • Parents/grandparents 25-54 years old • How many visit Chester Zoo a year? • Where do Chester Zoo visitors come from? Who is a typical visitor? • How old they are ?

  8. Visitor numbers 1940s - 1990s 1940 1950 1960 1970 1980 1990

  9. Zoo visitors 1995 - 2006

  10. Where do our visitors come from? 30 min = 17% 30-60min = 41% 60-90min = 19% 90-120min = 9% 90min 30min 120mins+ = 15% 120min 60min

  11. Who works at Chester Zoo?

  12. Who works at Chester Zoo?

  13. Who works at Chester Zoo?

  14. Who looks after you? Members Council ‘Superzoo’ Project Director General Commercial Services Directorate Conservation & Education Directorate Corporate Services Directorate

  15. Who looks after you? Members Council ‘Superzoo’ Project Director General Corporate Services Directorate Commercial Services Directorate Conservation & Education Directorate Field Programmes & Research Zoo Programmes Conservation Medicine Discovery & Learning Vet services Admin Conservation Education Programmes Nutrition Research Botany & Horticulture Library Records Animal supplies Higher Vertebrates Presenter team Lower Vertebrates & Invertebrates

  16. Who looks after you? Members Council ‘Superzoo’ Project Director General Conservation & Education Directorate Corporate Services Directorate Commercial Services Directorate Admin Personnel Finance & IT Estates Personnel Accounts Projects Safety, Health & Environment IT Foremen Maintenance Wages

  17. Who looks after you? Members Council ‘Superzoo’ Project Director General Corporate Services Directorate Commercial Services Directorate Conservation & Education Directorate Food, Retail, Events Marketing & Development Visitor Services Guest services Catering Marketing Security Retail PR Events Amenity & Gardens Development Membership & Adoptions

  18. Animals Plants Monorail Waterbus Fun ark What do we offer? Facilities

  19. Animals Plants Fun ark Monorail Waterbus Viewing Car park Toilets Shop Restaurant Signs What do we offer? Facilities

  20. Interpretation Animals Presenter talks Plants Fun ark Displays Monorail Trails Waterbus Library Car park Toilets Shop Restaurant Signs Viewing What do we offer? Education Teaching

  21. Animals Interpretation Plants Presenter talks Fun ark Monorail Displays Waterbus Teaching Car park Library Toilets Trails Shop Membership/ adoption Restaurant Signs Functions Viewing Events What do we offer? Getting involved

  22. When do people visit us? 2006 figures

  23. A74(M) M6 M62 Motorway or major route M5 M6 Where is Chester Zoo?

  24. How to get to Chester Zoo

  25. Zoo Income 2006 Total income £19,299,000

  26. Zoo Expenditure 2006 Plus capital expenditure = £5,200,000

  27. Forward thinking: Enclosure Design “A zoo without bars”

  28. Technology: Interpretation

  29. Zoos have used biotechnology to assist breeding programmes, e.g.: Artificial insemination (cranes; gorillas)IVF (various mammals)Embryo transplants (bongo-bongo; zebra-horse)Cryopreservation (various fish) Technology: Breeding Biotechnology Future developments, e.g. cloning, will have to be assessed practically and ethically.

  30. Technology: Breeding Marketing

  31. Marketing Chester Zoo Marketing Objectives 1. Maintain existing business. 2. Core communication. 3. Delivering excellent service. 4. New product development.

  32. Animal attraction competitors • Knowsley (447k) and Blackpool Zoo (300k) nearest competitors • West Mids Safari Park and Dudley Zoo in West Midlands • Flamingo land theme park + mini zoo in Yorkshire (1.4m) • Bristol Zoo (574k) serving West and S Wales • London (869k), Edinburgh (548k) and Whipsnade (439) other major zoos in South and North

  33. Family day-out competitors • Very competitive in West Midlands with Alton Towers (est 3m) and Drayton Manor Park (1.1m) • Yorkshire has the Royal Armouries, The Deep (750k) and Xscape in Castleford (projecting 2.8m) • In the North West, Pleasureland (2.1m), Blackpool Pleasure Beach (6m) and Tower (600k) and Camelot (330k)

  34. TV Advertising…

  35. Printed adverts and posters

  36. Leaflets

  37. Newspaper publicity

  38. How much publicity does the zoo attract? Press 100 press releases – many more newspaper stories Television and Radio Equivalent advertising value of £6 million!

  39. Visitor Management Outside the Zoo Inside the Zoo Traffic - Road signs - Entrance of main road - Traffic control - Traffic light control Entrance - Fast track - Facilities - Signs - Enclosure design - Maps/guide book - Presenter talks - Closing times - Radio network - Security

  40. Legislation Reporting of Injuries, Diseases and Dangerous Occurrences Regs (RIDDOR) 1995 Consultation with Employees Regs 1999 Zoo Licensing Act 1981 Control of Asbestos at Work Regs (CAW) 2002 Gas Safety (installation & use) Regs 1998 Control of Substances Hazardous to Health Regs (COSHH) 1999 Road Traffic Act 1948 Dangerous Wild Animals Act (1976) Provision & Use of Work Equipment Regs (PUWER) 1995 Display Screen Regs (DSE) 1992 Safety Signs Regs 1996 Ionising Radiation Regs 1999 Lifting Operations & Lifting Equipment Regs (LOLER) 1998 Electricity at Work Regs 1989 Construction Design Management Regs (CDM) 1994 Environment Act 1995 Manual Handling Regs 1992 Water Supply (Private) Regs 1991 Fire Precautions (workplace) Regs 1999 Management of Health & Safety at Work Regs Pesticide Regs 2001 First Aid at Work Regs 1999 Pressure Vessels Regs 1989 Food Safety Act 1990 Welfare Regs 1992 Young Persons at Work Regs 1999

  41. Any questions?

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