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Wo. W _ p?"174W - urs_ Yf1mEl ! X1P ®1k X1� 5 r+d ,1].a'E .N1mVln - asmaea wn i�!P.Y.?�......�4eui.-..... - aiaa -yaR".Wai CS¢aF._._ �}?4]MgMAI Persona �p9etS _ -. ,.., ... G1% c.3Y Oaeamellrtler is 7i.E4s ..xw 11GR P ins crass Pae Lai -ulnen a hkd'anfiemehddlKome....... 513,g,1Y„ .. 51L.2IIk Sample ClieV Demographic Analysts 2 (_LR I IANU,P,RY 6, 20 i7 Conservation & Sustainability Trends To build consensus and get a complete understanding of all the issues facing the Zoo, we will seekthe input of stakeholders, who could include Zoo staff, key members, donors, and potential prospects. Additional partners or allies may be identified. We will conduct orte- on-one interviews with all staff leadership. We will then conduct one-on-one interviews with. senior city staff as well as 'leadership members' of the Board. We see these interviews as critical to the full engagement in the planning process and as an important step in building buy -in to the plan. We would then meet with ten to twelve external leaders to understand needs, perceptions, challenges and opportunities associated with the Zoo, Its history and its plans. We will interview these Individuals to gather their ideas for future development and begin to build consensius around future direction. In this phase, we anticipate conducting an initial meeting with the planning committee to dive deep' into where the Zoo is now. We would host an all staff meeting to get an understanding of staff perspectives. We would also plan to talk with your volunteer base through an open meeting to gather ideas and understand challenges and opportunities. Additionally, we will review available visitor and member surveys to learn what Zoo guests have to say about their experience. To learn more about the environment in which the Zoo operates, we will analyze market and demographic data and complete a regional competitive analysis, This work will look at population and tourism trends and growth rates, market segmentation, and other economic data. We will also look at competitive attraction pricing, attendance, geographic reach and target markets. We will also conduct a summary benchmarking study of comparable zoological institutions. Benchmarking Information will include attendance, membership, market saturation, operational cost, and size. Because of the specific importance of visitor services from both guest satisfication and revenue generation standpoints, we wlli put a special focus on these areas during the Discovery phase. The information gleaned during this phase will enable us to assess the.Zoo's current trajectory and overall health, and conduct a S.W.O.T, analysis to inform the remainder of the project. Key Deliverables; • Organizational Profile • Market & Demographic Profile. • SWOT Analysis • Environmental Analysis PHASE 11: DREAMING."WHERE CAN WE GO?" At the outset of this phase, ZA will meet with the committee to review the findings of the Discovery Phase. This comprehensive assessment of the current state of the Zoo sets the foundation for the remaining steps of the process. At this meeting, we will also confirm the Zoo's vision that will fully articulate the institutional direction of the Zoo. Re -commitment to the vision is a critical step in the planning process. This statement reflects wherethe institutions sees itself going and serves as the fundamental building block upon which the integrated plan is developed. The next step of this phase Is conducting a workshop where we take a'blue sky' approach and get to think big. It's an exciting and energizing part of the process and one that will push the boundaries with innovative thinking and new ideas, ZA, along side of the design team,