Atascadero officials defend zoo rebrand as critics urge keeping Charles Paddock name

Atascadero City Council heard a staff presentation and public comment on a plan to rebrand Charles Paddock Zoo as “Central Coast Zoo — Atascadero, California,” during a regularly scheduled meeting.

City Director of Community Services Terry Banish told the council the rebrand is intended to increase the zoo’s visibility in online searches and broaden the geographic donor and visitor base from Ventura to Monterey County. Banish said the city has launched a new logo, updated the website and social media, printed 2,000 children’s activity books and has allocated about $45,000 so far to the rebranding effort.

The nut graf: Staff and the zoo’s leadership said the change is part of a larger plan to secure the zoo’s AZA reaccreditation and financial sustainability. The zoo currently runs a roughly $750,000 annual operating deficit; staff and supporters said widening the marketing footprint and improving sponsorship and ticketing options is necessary to shrink that gap and preserve the animal collection and programs.

Banish said a March 2025 AZA reaccreditation and the organization’s standards for financially sustainable institutions were central to the decision. “If we lose our accreditation, we’ll lose a large number of the animal collection,” she said, explaining the accreditation’s role in animal welfare, conservation and future grant eligibility.

Supporters of the rebrand included members of the Friends of the Charles Paddock Zoo and the zoo’s veterinary staff. Dr. Steve Robinson, the zoo veterinarian for 33 years, said the change would serve the animals and the institution. “I am totally in favor of changing the name,” Robinson told council members.

Friends of the Zoo incoming board president Angela Cisneros said broadening the geographic identity would help attract countywide donors, volunteers and visitors: “We want everybody from Nipomo to San Miguel to say that is our zoo,” she said.

Opponents and longtime residents urged retaining Charles Paddock’s name. Several speakers described personal long-term attachments to the name and expressed concern about erasing local history; Jolene Foote and others said the founder’s name remains central to the community’s identity. Petition organizer Luke Phillips told the council he had closed his online petition opposing the change after receiving new information from the mayor; Phillips said he no longer supported the petition and withdrew his public campaign: “I no longer support that effort,” he said.

Council members and staff emphasized that the founder’s legacy will remain in-site and online: the zoo’s main entry is being designated Charles Paddock Plaza; the website will include a history page; and the activity book includes a page on Charles Paddock. Staff also said residents will keep access advantages: a resident admission rate will be held at $13 and members of the Friends group retain member benefits and discounts.

The presentation said the rebrand followed outreach that included a survey of 281 attendees at a local festival, meetings with the tourism districts and the zoo’s marketing contractor. Banish noted the preferred name among survey respondents was Central Coast Zoo and presented mockups of the new logo and signage already installed at the site. Staff said a digital marketing campaign and online ticketing are planned to begin mid-July and run through mid-October.

No council vote was required; the item was informational and opened primarily for public comment and questions. Council members expressed appreciation for the staff work and for public input, and several reiterated support for the zoo’s long-term sustainability while acknowledging the public’s differing views.

Ending: Council did not take formal action on renaming at the meeting; staff said implementation steps already under way will continue and that the founder’s name and the Charles Paddock Plaza will remain on-site and online as part of the historical record.