Atascadero Zoo rebrands as Central Coast Zoo to boost visibility and funding

Atascadero's City Council meeting on June 24, 2025, highlighted a significant step forward for the Charles Paddock Zoo as it embarks on a rebranding initiative aimed at enhancing its visibility and financial sustainability. Director of Community Services and Promotions, Terry Banish, presented the rebranding strategy, emphasizing the need for a name change to "Central Coast Zoo" to attract a broader audience and increase revenue.

The decision to rebrand stems from the zoo's goal to improve its searchability and recognition, particularly among visitors from outside the Atascadero area. Banish noted that the current name does not resonate with potential visitors, making it essential to adopt a more recognizable title. The rebranding is also crucial for maintaining the zoo's accreditation with the Association of Zoos and Aquariums (AZA), which is vital for animal welfare and conservation efforts.

The rebranding process has already begun, with a new logo and marketing materials being developed. The zoo has allocated approximately $45,000 for this initiative, which includes signage updates and promotional materials. Banish highlighted that the name "Central Coast Zoo" was favored in a survey conducted with local residents and visitors, reinforcing the community's support for the change.

In addition to the name change, the zoo plans to honor its founder, Charles Paddock, by renaming the main entrance area to "Charles Paddock Plaza" and incorporating his legacy into educational materials for children. This approach aims to ensure that while the zoo evolves, it remains connected to its history.

Looking ahead, the zoo will launch a comprehensive marketing campaign in mid-July, which will include both digital and traditional media efforts to raise awareness about the zoo and its offerings. The initiative aims to not only attract tourists but also engage local residents who may not be aware of the zoo's existence.

The rebranding of the Charles Paddock Zoo represents a strategic move to secure its future and enhance its role as a community asset, ensuring it remains a beloved destination for both locals and visitors alike.