Volume 2, No. 2. January 25, 2002
Mystery tours
Some of their animals may hibernate,
but the zoos themselves don't. Still, U.S. zoos north of the Mason-Dixon Line
have a hard time convincing the public they remain open during the winter months.
Holiday lights and Valentines Day promotions can generate public awareness for
December and February, respectively, but January is a bear of a month to push.
For that reason, the Philadelphia Zoo in Pennsylvania decided to test a behind-the-scenes
tour program this month as part of a marketing campaign to stir off-season interest
in the zoo. The initial success of these "Back Stage" tours also reflects a
trend for animal-oriented attractions around the country: a move toward giving
customers an insider's view of operations.
"It's a way to let people know what we do back stage here," said Leigh Rendé,
public relations associate for the Philadelphia Zoo. "You truly get behind-the-scenes
exposure because you're talking to staff without the hubbub of the crowds."
The tours were scheduled for 9-11 a.m. (09,00 to 11,00) on Saturdays and Sundays
before the zoo opened to the general public. "It's almost like being in a private
zoo," Rendé said.
Seven two-hour tours ran simultaneously. "Is the Doctor In?" took guests to
the Zoo's Animal Health Center. "Mealtime at the Zoo" offered a lesson in animal
diets by the nutrition staff followed by a visit to the commissary. "Eat or
Be Eaten" took patrons behind the scenes in the Carnivora House and the Amphibian
and Reptile House, while "Gentle Giants" went back stage with elephants and
gorillas. "Animal Survivors" highlighted zoo conservation projects, "Home Sweet
Habitat" offered insights into the habitat landscaping at the zoo, and "History
Buffs" focused on the historical structures of this, America's first zoo. Tour
tickets cost $15 for zoo members and $20 for non-members, compared to $5.95
winter admission to the zoo.
Though the zoo has long offered interaction talks with keepers in the course
of the day, the behind-the-scenes tours offered more involving interaction,
like seeing the tools keepers use to groom the elephants. Meanwhile, tours to
the Health Center and commissary were the first time anybody other than staff
and high-level donors were able to see such facilities.
Through last weekend the tours attracted 1,067 people and, according to surveys,
were a hit. "Mealtime" proved the most popular, averaging more than 50 takers
per tour. "Working at the zoo we take a lot of what we do for granted. Looking
at the public's reaction, going back to the commissary, they're so thrilled,"
Rendé said. They weren't the only ones thrilled with the tours. "The
enthusiasm of the people working at the commissary was great. It was nice to
see them have that chance to let people know what they do. They're such hams,
too. I'm going to have to use them for interviews, they're so good."