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ZSL

Successful market strategy for major leisure attractions

The Challenge

ZSL Whipsnade Zoo averages c.470,000 visitors per year which is made up of paying individuals, members, groups and educational visits. The aim is to grow visitor numbers consistently beyond 500,000 over the coming years. ZSL were searching for a consultative partner to support them in benchmarking existing performance and support developing the master plan for the zoo. This included the need to understand the current and future catchment, market size, their visitors, competitor impacts and recommendations on a market strategy for zoo attractions and the successful growth of its market share.

The Solution

ZSL Whipsnade Zoo averages c.470,000 visitors per year which is made up of paying individuals, members, groups and educational visits. The aim is to grow visitor numbers consistently beyond 500,000 over the coming years. ZSL were searching for a consultative partner to support them in benchmarking existing performance and support developing the master plan for the zoo. This included the need to understand the current and future catchment, market size, their visitors, competitor impacts and recommendations on a market strategy for zoo CACI commissioned a two week market research survey at Whipsnade Zoo to interview visitors, about the reasons for their visit, including; zoo facilities, their views on future attractions, as well as using Whipsnade’s ticket sales information and other statistics. 

This market research and Whipsnade data was profiled by Acorn, CACI’s market leading geodemographic segmentation to understand members versus non-members and those groups with the highest propensity and frequency of visit, along with determining the zoo’s catchment. 

CACI reported on the findings and made strategic recommendations. For example, on marketing the best zoo attractions to increase visitor numbers, battleground areas to engage the competition and understanding current market performance versus the total opportunity.ttractions and the successful growth of its market share.

The Results

The CACI solution enables the ZSL team to make informed strategic market decisions to support the successful growth of the zoo’s market share and attraction to visitors. It is playing an fundamental role in the overall master plan for ZSL Whipsnade Zoo.

Further information

If you want to hear more about how CACI's Leisure expertise can help you with your retail strategy, get in contact now +44 (0)20 7602 6000

“CACI’s market strategy report has given us great insight into our performance and the potential for Whipsnade both now and in the future. It is playing a significant and important role in the master plan we have for the zoo.”

Kate Davies
Head of Marketing
UK Headquarters
Kensington

Kensington Village
Avonmore Road
London
W14 8TS View Kensington office map

 

Successful market strategy for major leisure attractions

ZSL