In
the summer of 2001, The Phoenix Zoo engaged Strategic Leisure for
the purpose of developing a strategic redevelopment strategy to
reposition the Zoo that was originally established by Mr. Maytag
in the 1950s.
The private, not for profit Zoo is extremely well located in the
center of the burgeoning Phoenix area, sitting on 125-acres of Papago
Park land, leased from the City of Phoenix. However, the Zoo does
not receive any public subsidy.
Strategic Leisure’s mandate was to create and analyze a redevelopment
strategy, including a conceptual masterplan and economic model.
The import of the strategy was to both enhance the existing zoological
presentation, while adding what the Zoo called “convening”
functions, i.e. thematically and philosophically consistent commercial
and recreational activities to expand the Zoo’s appeal and
revenue potential.
Strategic Leisure’s recommendations included an overall rebranding
of the destination, and the packaging of the zoological presentation,
along with thematically and physically integrated commercial and
recreational offerings, into several discretely themed and positioned
visitation opportunities.
