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..wenom,i erpenai,u,c: — o-- nuem,nes <br />SM. FWam. U'll.,. hazzagan $1.1 A <br />40,,0. 9AAO 41005 AI'll, oil," <br />Sawple Clteru Market A oJecttens <br />J_Q (-In I JAr UARY6,2017 <br />PHASE IV: ACTION "HOW DO WE GETTHEREY' <br />During this phase, the team will develop the Strategic Business Plan which Integrates the data collected <br />during the previous phases and links to the facility concept plan, In developing this document, ZA would: <br />Outline the business plan -of- action for the Zoo ( financial, private /public operational <br />and capital funding) <br />Confirm phasing and timing of identified projects <br />Summarize experience, retail, food /beverage, and program opportunities that <br />enhance visitor services and revenue opportunities <br />Develop projections and assumptions for attendance, operating revenues and <br />expenses, including admissions pricing structure <br />Identify cooperative funding (capital investment and operating) strategies forthe <br />public /private partnership, <br />The strategic business plan would include. <br />Market opportunities and programs <br />Revenue programs: earned (visitor per capita) and contributed (membership, <br />annual funds, sponsorship, etc.) <br />Alternative management (third -party vendors for food, gift, and concessions); <br />Attendance and operating projections <br />Pricing strategy based on the market profile and fit with the overall strategic <br />direction <br />Per capita visitor spending related to admissions, food, retail, rides, and experiences; <br />Marketing recommendations <br />Public /private partnership recommendations <br />Staffing plan /organizational recommendations <br />• Overhead operating expense allocations <br />Key Deliverables: <br />Implementation Plan <br />• Strategic Business Plan <br />Operations Plan <br />Attendance and Operational Projections <br />As needed, we would work with the design team to refine the fall ity m aster plan at this stage. <br />Utilizing site concept plans, the planning team would provide direction as to the phasing, <br />collection, and exhibit improvements. Phasing strategy will be linked to the business plan to <br />develop revenue and attendance projections. <br />The plan will also offer specific recommendations for continuing to develop a healthy and <br />effective public /private partnership between the City and Friends as a cooperative team: <br />The final step In the process would be to develop the implementation plan. Atthis stage, ZA <br />would provide a basic model template and facilitate a process with Zoo leadership, Board <br />and staff to identify the action steps and measures required to turn the plan Into reality, <br />POST -PLAN WORK <br />While our work and the final plan will Include marketing recommendations and summary <br />economic impacts, if more extensive work on these elements Is desired, it would take place <br />after the master planning process is complete. <br />Each of these elements is a project unto itself, requiring specific inputs, methology, and <br />research, This work would have a separate and additional fee beyond the strategic master <br />planning scope. <br />'oa , • <br />