Toronto Zoo grapples with declining attendance in 2014

After a record-breaking 2013, the Toronto Zoo is facing a sharp decline in attendance and revenue, despite hopes that its two giant pandas would capture the public’s imagination — and money.

A Toronto Zoo staff report showed attendance is down 20 per cent or 284,490 customers for the first 10 months of this year compared to the same period in 2013. That represents a revenue dip of $8.3 million.

Total attendance between that period was 1,412,379 in 2013, but just 1,127,889 in 2014.

Richard Powers of the Rotman School of Business cited the “perfect storm” of a particularly harsh winter, the highly-publicized elephant departure, and the opening of the popular Ripley’s Aquarium in downtown Toronto as key factors in the decline.

Powers suggested a “a real positive marketing campaign,” to help turn things around.

The Zoo board will discuss the staff report on Thursday.

Gameshow host and longtime animal activist Bob Barker, who lobbied to have the Toronto Zoo’s three elephants deported to a California animal sanctuary, says the decline is due to “people becoming more conscious of animal suffering.”

“All of these animals belong in their natural habitat,” he said. “I’d say it’s money well lost.”

Below is an interactive chart showing five popular North American zoos and their annual attendance rates courtesy of the Toronto Zoo and AZA. Mobile viewers, click here.

 

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