Maryland Zoo reports 25.6% decline in public attendance during construction project

The Maryland General Assembly's Appropriations Committee convened on February 13, 2025, to discuss various topics, with a significant focus on the Maryland Zoo's attendance challenges and future strategies.

The session began with a review of the Maryland Zoo's recent attendance statistics, revealing a notable decline of 25.6% in general public attendance and a 7.4% drop in membership attendance. Committee members expressed appreciation for the zoo's past efforts to boost attendance, particularly during the years 2021 and 2022, but sought clarity on the reasons behind the recent downturn.

Zoo representatives attributed the decline primarily to two factors: a major $8 million renovation project that disrupted parking access and unprecedented rainfall during peak visiting months. The parking lot renovation, which began in June 2023 and concluded in May 2024, significantly deterred visitors due to construction barriers. Additionally, adverse weather conditions during late April and early June further impacted attendance, as these months typically see high visitor numbers.

In response to the attendance concerns, zoo officials outlined their plans to revitalize visitor interest. They are implementing a comprehensive communication strategy to inform the public about the completion of the parking project and upcoming attractions. A significant installation is planned for spring 2025, aimed at drawing large crowds, similar to successful initiatives in other cities. Furthermore, the zoo is enhancing its membership strategy by conducting surveys and analyzing demographic data to tailor marketing efforts more effectively.

The discussion concluded with a call for innovative promotional strategies, including leveraging the zoo's popular animal exhibits to attract visitors. The committee members expressed optimism about the zoo's potential to recover attendance numbers in the coming year, emphasizing the importance of continued engagement and marketing efforts.

As the meeting wrapped up, the committee prepared to transition to discussions regarding the Maryland Tax Court's budget analysis for fiscal year 2026, marking the end of a focused session on the zoo's operational challenges and future initiatives.