RECREATION AND PARK COMMISSION FOR THE PARISH OF EAST BATON ROUGE
Addendum No. 1 RFP#: 175 June 29, 2018
Your reference is directed to RFP No. No. 175, Professional Consultant Services, BREC’s Baton Rouge Zoo Master Plan which is scheduled to open at 11:00 AM CT on July 12, 2018.
The following changes are being made to the RFP:
On Page 14 of the solicitation document, Section 1.8 Procedures for Questions/Clarifications Prior to Submittal.
CURRENTLY reads: Note: BREC has elected to use LaPAC, the state’s online electronic bid posting and notification system that is resident on the State Purchasing’s website http://wwwprd.doa.louisiana.gov/osp/lapac/deptbids.asp
REVISE to read: Note: BREC has elected to use LaPAC, the state’s online electronic bid posting and notification system that is resident on the State Purchasing’s website https://wwwcfprd.doa.louisiana.gov/OSP/LaPAC
On Page 26 of the solicitation document, Section 2.2 Period of Agreement
CURRENTLY reads: The term of any contract resulting from this solicitation shall begin on or about September 2018 and is anticipated to conclude within 7 months.
REVISE to read: The term of any contract resulting from this solicitation shall begin on or about September 2018 and is anticipated to conclude within 10 months.
On Page 26 of the solicitation document, Section 2.4 Location
CURRENTLY reads: Location of the work: Greenwood Community Park - 13350 Highway 19, Baker, Louisiana, 70714.
Meetings/Delivery may be performed, completed or managed at BREC’s Administrative Offices – 6201 Florida Boulevard, Baton Rouge, Louisiana, 70806
REVISE to read: Location of the work: BREC’s Baton Rouge Zoo – 3601 Thomas Road, Baton Rouge, Louisiana, 70807.
Meetings/Delivery may be performed, completed or managed at BREC’s Administrative Offices – 6201 Florida Boulevard, Baton Rouge, Louisiana, 70806
REPLACE Page 28 IN IT’S ENTIRETY, PART III. EVALUATION CRITERIA AND SCORING CHART
REMOVE Appendix document named 7-Baton Rouge Zoo Site Feasibility Study (October 2015)
ADDENDUM #1 – RFP 175 – BREC’S BATON ROUGE ZOO MASTER PLAN ISSUED 6-29-18
RECREATION AND PARK COMMISSION FOR THE PARISH OF EAST BATON ROUGE
Attached documents to become part of the RFP: ● Pre-Proposal Conference Call Agenda with Answers/Clarifications from the pre-proposal conference call ● Pre-Proposal Conference Call (Non-Mandatory) Sign-In-Sheet ● Pre-Proposal Conference Call Attendance Register (Non-Mandatory) ● BRZ-Site Feasibility Study_2015-10-26_Workshop ● Zoo 2020 – The Master Plan ● BREC Parish-Wide Community Survey (June 2016)
This addendum is hereby officially made a part of the referenced RFP and should be attached to the bidder’s bid or otherwise acknowledged therein.
If you have already submitted your proposal and this addendum causes you to revise your original proposal, please indicate changes herein and return to Purchasing prior to bid opening in an envelope marked with the RFP number, bid opening date, and time. If this addendum does not cause you to revise your proposal, please acknowledge receipt of the addendum by signing your name and company below and returning it in accordance with the provisions above.
(Name and Signature)
(Company Name)
(Date)
ADDENDUM #1 – RFP 175 – BREC’S BATON ROUGE ZOO MASTER PLAN ISSUED 6-29-18
REQUEST for PROPOSAL NO. 175 BREC’s Baton Rouge Zoo Master Plan
Pre-Bid Conference Call June 26, 2018
PROJECT INTRO & BACKGROUND
BREC is issuing this Request for Proposals (RFPs) from qualified, experienced providers of zoo planning, architectural and design services for the development of a new facility Master Plan that will guide future strategic direction and development of BREC’s Baton Rouge Zoo (BRZ). The purpose of this RFP is to determine which planning firms offer the best fit in developing BRZ's future direction and growth. Based on our review of the RFP responses, BRZ intends to select the top three (3) qualified firms for interviews.
• Phase 1 – Assessment of Facilities & Programs • Phase 2 – Development Business Plan (sub-consultant if needed) Sustainability, Trends, Finances, Community Input. • Phase 3 – Facility Master Plan – including availability of animals
GENERAL INFORMATION
Housekeeping: • Proposals are due July 12th by 11am CT • Send email to Lori Foreman, [email protected], to identify attendance of conference call and include any questions that you may have so that they can be responded to in Addenda. • Deadline for questions (in writing) July 3rd to [email protected]. • Deadline for Addenda to be issued July 9th, 11am.
Addenda to include: • The correct link to the State Purchasing website, LAPAC, is: https://wwwcfprd.doa.louisiana.gov/OSP/LaPAC • The following documents will be added to the Appendix via Addendum: o Zoo 2020 – The Master Plan o BREC Parish-Wide Community Survey (June 2016) • The Appendix document named 7-Baton Rouge Zoo Site Feasibility Study (October 2015) will be replaced via Addendum with the correct document named BRZ - Site Feasibility Study_2015-10- 26_Workshop. • Page number 28 of the RFP will be replaced showing a corrected Evaluation Criteria and Scoring Chart. QUESTIONS & ANSWERS/CLARIFICATIONS:
Q.1. Why 10-month time-frame? A.1 We would the to get the project done and completed swiftly and deliberately. According to past master plans we feel this is ample time.
Q.2. Will there be a Zoo tour? A.2. No, but you are welcome to visit.
Q.3. Will the public input be expected to be in conjunction with the Greenwood Community Park Master Plan project? A.3. No, but it may make sense to come together towards the end of the process so that the public can see how the plans will work together.
Q.4. Page 24 states 10 months for the plan and page 26 states 7 months. Which is correct? A.4. It will be a 10-month process.
PRE-PROPOSAL CONFERENCE (NON-MANDATORY) CALL IN ATTENDANCE REGISTER
PROJECT: RFP 175 BREC’s Baton Rouge Zoo Master Plan
LOCATION: BREC Offices –Conference Room 2034 6201 Florida Blvd., Baton Rouge, LA 70806
DATE/TIME: June 26, 2018; 9am CT
FIRM NAME NAME PHONE EMAIL ConsultEcon Thomas Martin Office: 1 (617) 547-0100 [email protected]
Dunaway Associates Adam Brewster Office: (817) 335-1121 ABrewster@dunawayassociate Direct: (817) 632-4768 s.com
Franklin Associates Risa Mueller Office: (225) 389-6518 [email protected]
GLMV Architecture Craig Roads Office: (316) 265-9367 [email protected] Sarah Kerby [email protected]
HR & A Advisors, Inc. Stephanie Margolis Direct: (646) 545-6243 [email protected] Office: (212) 977-5597
Lyons/Zaremba Julie Hartunian 1-617-248-0970 x 102 (Boston) [email protected]
Michael Gill Associates Michael Gill Office: (845) 278-0037 [email protected]
PGAV Emily Howard Office: (314) 231-7318 [email protected]
FIRM NAME NAME PHONE EMAIL
Schultz & Williams Jill Macauley (267) 884-1334 [email protected] om
T. Baker Smith, LLC Matthew Thornton [email protected] om
Weber Group Bob Day Office Direct: (812) 748-1109 [email protected] Adam McIntyre AdamMcIntryre@webergroupi Jim Doiron nc.com [email protected]
Zoo Advisors David Walsh Mobile: (267) 438-6015 [email protected]
PART III. EVALUATION CRITERIA and SCORING CHART The Committee will evaluate all Requests for Proposals and develop a “short-list” of the most qualified firms. Each submittal will be judged as to the Consultant’s capabilities and experience to perform the Scope of Services. Selection will be based on a 100-point criterion as noted below.
Evaluation Criteria and Scoring Chart Project Team’s Capabilities to Accomplish Work 25 Points • Demonstrate capability to provide the Scope of Services by showing a clear 5 points understanding of the requirements and the work to be performed. • An interactive approach with Zoo staff and sufficient involvement on behalf of the 5 points principal/project manager. • Ability to provide the Scope of Services in a timely manner. 5 points • The proposed project team leader and members will be a prime consideration. Consultants will be required to indicate a percentage of time commitment for each 5 points team member throughout the project. The Consultant will be required by contract to commit these personnel through the life of the project. • Describe the project team leader’s personal qualifications and other project work he 5 points or she will be involved with during the period of this contract.
Project Team’s Organization, Related Experience & References 30 Points • Technical competence, experience and education of key personnel 10 points • Recent and relevant experience with zoo planning and masterplans 10 points • Quality of comparable experience including designing, programming and or developing guest experiences and amenities that increase guest satisfaction or 5 points leverage additional operating revenue • References and work sample 5 points
Project Approach & Proposal Content 35 Points • Demonstrate thorough approach to the project 5 points • Clearly explain procedures that will be used for the project 10 points • Proposed methodology for completing work 5 points • Understanding of the Zoo’s mission and organization 5 points • Design aesthetic 5 points • Quality and responsiveness of the proposal 5 points
Fee Proposal and Schedule 10 Points • Total fee 5 points • Work program schedule proposed for the tasks included in the Scope of Services 5 points
TOTAL POINTS POSSIBLE 100
Formatting your proposal into these categories will greatly improve the reviewing Committee’s chances of finding the key material and scoring accordingly.
If needed, interviews will be held. Based on the submittals, possible interviews, and fee proposals, a Consultant will be recommended to the Selection of Professionals Committee and then the BREC Commission for a contract award. Should BREC and the selected Consultant be unable to agree on contract terms, the award of the contract will be offered to the second-ranking Recreation and Park Commission for the Parish of East Baton Rouge 28 | P a g e
Baton Rouge Zoo SITE FEASIBILITY STUDY Workshop #2
October 28, 2015
draftdraft October 27, 10:02am
TABLE OF CONTENTS
Introduction...... 1-2
Framing the Site Discussion...... 3-5
Transformation Criteria & Impacts...... 3
Zoo Attendance...... 4
Site Tracking...... 5
Existing Site...... 6-8
Context Plan...... 6
Site Plan...... 7
Bubble Diagram...... 8
Prospective Sites...... 9-25
Airline Highway Park...... 9-10
Longwood / Harveston...... 11-12
Burtville...... 12-13
Additional Test Sites (A-F)...... 14-18
Facility Comparison Matrix...... 19
Appendix...... 20-38
Program Concepts
Guest Experiences...... 20-26
Net Revenue Impact...... 27
Look and Feel Imagery...... 28-32
Client Need Hierarchies...... 33-35
Green Campus Concepts...... 36
Existing Site Inventory
Existing Site Building Inventory...... 37
Existing Site Inventory & Analysis Plan...... 38
draftWORKSHOP #2 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015
INTRODUCTION
Uniquely Baton Rouge - A Destination for All In and Around Baton Rouge The new Baton Rouge Zoo will provide far more than an opportunity Young children are curious and eager to learn about the natural A Great, New Zoo for our Nine-Parish Area to view animals. The vision for the new Zoo, which is modeled world. Climbing, building, splashing, playactingand daydreaming after the leading zoo trends in the nation, is to offer fun, creative, are fun and important for children’s social, intellectual and physical immersive experiences that have the power to deliver a compelling well-being. When children play and explore in nature, they become message about preserving wildlife in wild places for a public that is more vigorous, cooperative and imaginative learners. The leadership of BREC’s Baton Rouge Zoo has a vision to completely increasingly isolated from nature. The adventure will continue at the new Baton Rouge Zoo as the re-imagine the current Zoo through a transformation of the visitor This great, new Zoo will serve as a living classroom where visitors visitor dines and shops. As visitors dine, their tables will overlook experience into a zoological journey that offers our city, residents, learn about real-life conservation and research programs – both exhibits to create the feeling of sharing a meal with an animal while families, visitors and guests a fun, unique zoo adventure. at the Zoo and in the wild – through interactive engagement with introducing them to the highest levels of eco-friendly restaurant keepers, docents and Zoo staff. practices. The shopping adventure continues the experience, with the opportunity to share the culture of different lands while building Conservation is an ever-changing need in our society. Educating The Zoo, Friends of the Baton Rouge Zoo Board of Directors, and on the conservation message of the surrounding exhibits and overall our youth, families and elders will provide them with the tools and/ BREC leadership are united and determined to give Baton Rouge mission of the Zoo. The visitor amenities have an extraordinary or knowledge to help increase endangered species populations, the great zoo that it deserves, establishing it as a key cultural opportunity to help teach how conservation and culture interact decrease waste, conserve energy and make our world a better cornerstone of this growing and dynamic city. Our city should not and affect the world we share. settle for anything less. and safer place to live. The new Baton Rouge Zoo will continue to expand our role in community education and strive to serve as Armed with the vision to provide Baton Rouge with a great an educational hub from pre-school age to school age to those zoo, one that is uniquely special for our city, much planning pursuing advanced degrees. and consideration has gone into developing what hopes to be ALS a complete transformation of the Zoo. Visitors will be engaged As a cornerstone of the new Zoo, the leadership plans to build a NIM through interactive, highly-personalized wildlife experiences that Conservation Learning Center, which will be the site for summer and A HREE C are compelling and memorable. holiday camps, overnight programs and school group activities. The T LI Baton Rouge Zoo strongly believes in the philosophy of the African • Active EN Only a lucky few can afford to take a safari in the native lands of ecologist Baba Dioum: T our animals, so we are bringing the experience to our community • Healthy S to discover, explore and connect with wildlife right here at Baton “In the end we will conserve what we love, we will love only what we • Thriving understand, and we will understand only what we are taught.” VISI Rouge’s new Zoo. TOR Our New Zoo – A Whole New Adventure S Baton Rouge’s new Zoo will be the entertainment and educational The goal of the new Zoo experience is to take visitors through a destination for residents and tourists in the Baton Rouge region. Our multi-dimensional adventure to visit exhibits that are naturalistic region deserves a new and great zoo! and make visitors feel as if they have traveled into the wild. Learning • Care and Management from the trends among zoos today, the new Zoo’s exhibit will connect the visitor to the animals through up-close perspectives • Mission/Education and the opportunity to engage with the animals. • Engage with Guests • Sustainable Operations Imagine feeding a giraffe a lettuce snack, having a lemur jump next to you, or even having a bird land on your shoulder. • Research No longer will the Zoo visit be experienced just by foot – the wild and fun experience hopes to include: • Ziplines and adventure courses; • A train ride to take visitors behind the scenes; • A bird’s eye view of the animals riding a sky lift over the Zoo; • Entertained • Cooling off like elephants in wildlife-themed splash pads and • Comfortable water rides; • Inspired • A carousel made of endangered species; and, • Ready for Action • Other unique venues that give our visitors 360 degree views of S T wildlife. A FF
draftWORKSHOP #2 Site Feasibility Study 1 BATON ROUGE ZOO OCTOBER 28, 2015 INTRODUCTION
A Wild, New Animal Exploration Experience across 14 parishes in south-central Louisiana. It is among the most corporations and fellow organizations, this transformation will culturally-rich and ecologically varied regions in the United States. position the Zoo as a vibrant destination for generations of visitors, The zoological adventures at the new Zoo will offer a complete In the nearly one million acres in the Basin area, it is the most active and enhance the quality of life in Baton Rouge through education transformation for our visitors as they experience these key exhibits swamp/marsh ecosystem in the northern hemisphere. It is home and tourism. and experiences: to thousands of species of bird, fish, and animals. At the new Zoo, Once completed, the new Zoo will attract over 375,000 estimated Life in the African Savanna – Elephants, Giraffes, Zebra, Rhino & visitors can learn about this critical ecosystem and animals including visitors annually; generate over $10 million annually from its operating Birds the many endangered species in Baton Rouge’s backyard. programs; leverage an estimated $24 million in annual economic A dramatic mixed-species exhibit built with rolling grasslands much Many more wildlife experiences are envisioned for the new Zoo, benefits; and generate over $330 million in one-time economic benefits like they would exist in the wild. which will showcase animals from around the world. from its facility investments to create the new vision. Elephant Oasis As the facility master plan is developed for the new Zoo, every Through the passion of our community, elephants have made exhibit will be designed and built with our animals and guests in $110 Million Investment Together as a Community their home in Baton Rouge for decades. Elephants are a flagship mind. Additionally, all exhibits will be built to meet, if not exceed, Just as we have turned to the community in the past to help us species for our Zoo; therefore, we are building them a brand new the Association of Zoos and Aquariums’ (AZA) guidelines. These are expand and improve, we will once again look for the support of our home. Specially designed for our elephants, this oasis will offer a standards the Baton Rouge Zoo has practiced and adhered to since communities to make this grand vision a reality. BREC will not only stimulating, updated environment for the elephants by enhancing 1977 when it became the first Zoo in Louisiana to gain accreditation have to explore the need for a new funding initiative, but will also and expanding their habitat and enrichment. The Elephant Oasis and the 19th Zoo in the nation to achieve this distinction. look at all public stakeholders including East Baton Rouge Parish/ provides wonderful viewing areas for visitors, where they can see Supported by strong community partnerships, the new Baton City of Baton Rouge and the State of Louisiana. the animals at rest and at play and participate in educational lectures Rouge Zoo will remain dedicated to being remain dedicated to and demonstrations. being affordable, safe and accessible for all. As our Zoo is enhanced In an effort to leverage public support, the Zoo strives to raise $25 million in private support in order to complete this transformation. Giraffe Encounters physically, careful consideration is made to design the Zoo to allow for easy navigation. We hope that individuals, foundations and businesses will once With an African-themed feeding platform that reaches out into again invest in the Zoo’s growth as a way of supporting animal the African Savanna, visitors will not only be eye-to-eye with these No longer is the Baton Rouge Zoo just a place for day-time visits. The conservation and the cultural and recreational life of the Baton mighty giants, but they will also be able to touch, feel and feed the Zoo offers businesses a progressive location for innovative corporate Rouge region. giraffes. An Asian Escape – Tigers, Primates, Antelope & Birds retreats. The new Zoo will be designed for fun-loving couples looking A most ambitious vision, this transformation of the Baton Rouge Zoo As visitors travel throughout their new Zoo journey, they will be for a unique, memorable wedding venue. Additionally, zoos across will bring together best practices in animal management, naturalistic immersed in the sights and sounds of Asia and see a range of animals the country are also creatively responding to the growing request environments, visitor engagement and public education. Baton Rouge’s from small primates to different wild cats to many types of hooved to go beyond great group space by adding lodging that takes the new Zoo represents the significant commitment to Baton Rouge as a animals. This exhibit will build on the culture and experiences in the experiences of the day into the overnight. Mission-driven designs center for conservation and public education excellence. Best of all, currently accessible Realm of the Tiger. of tents, lodges and more bolster the role of the Zoo as a tourist it will engage hundreds of thousands of visitors in a compelling and destination. As the vision for the new Baton Rouge Zoo is further memorable wildlife experience – one that is uniquely Baton Rouge. The South American Cloud Forest Adventure – Jaguars, Bears, developed through facility and business planning, lodging will be Primates, Birds & Other Small Mammals considered for the Zoo. Visitors to Baton Rouge’s new Zoo can embark on an enchanting The collective leadership of the Baton Rouge Zoo feels it is critical that journey through the forests of Central and South America in this the new Zoo be created in close partnerships with our community. exhibit, which will be filled with fascinating creatures. The scenery Strong support for the new Zoo to create synergistic relationships will be set with dozens of unique, beautiful and interesting plants, through partnerships with fellow cultural attractions, universities, trees and shrubs. Cloud forests are higher ground areas covered in corporations and government allows the Zoo to help generate a moisture and mist. These “islands in the sky” are filled with several greater educational, conservation and economic impact for our species that are not found anywhere else in the world. Visitors will region. The real value of the new Zoo will be in future synergistic have to keep their eyes and ears peeled for all the wild animals in relationships that will make it a true civic asset. the Cloud Forest. Walk-Through, Free-Flight Aviary Experience The Impact of a New Zoo Visitors will be invited into a large walk-through exhibit which creates an experience unlike any other – an intimate, up-close interaction With our bold vision, leadership and partnership with BREC and between visitors and free-flying birds, including opportunities to hand- the Friends of the Baton Rouge Zoo, we are poised to leverage feed and meet many species from around the world. the momentum created and enthusiastically embrace a vision of a zoological destination that is uniquely Baton Rouge with a fresh, Louisiana’s Atchafalaya Basin – Alligators, Cougars, Bobcats, compelling approach to wildlife experiences. Bears, Birds of Prey & Aquarium Baton Rouge’s new Zoo will contribute to our region’s future. The Atchafalaya Basin is the nation’s largest river swamp, stretching Strengthened by synergistic relationships with our state, city,
draft WORKSHOP #2 2 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 FRAMING THE SITE DISCUSSION Transformation of the Baton Rouge Zoo: TRANSFORMATION CRITERIA & IMPACTS Criteria for Success The following criteria have been identified as key initiatives and characteristics critical to a TRANSFORMATIONsuccessful transformation of the Baton OF Rouge THE Zoo. BATONEach criterion ROUGEis evaluated based ZOO on how it will impact the success of the transformation of the current site and the ideal site. CRITERIA FOR SUCCESS Evaluation The following criteria have been identified as key initiatives and characteristics critical to a successful transformation of the Baton Criteria Current Site Ideal Site Rouge Zoo. Each criterion is evaluated based on how it will impact the success of the transformation of the current site and the ideal Land Form Good Good site. Acreage Good Good Flexibility of Land Use/Reusability High Neutral Cost to Build Similar to Ideal Site Similar to Current Site Number of Unique Impressions Low High Accessibility to Core Audiences Low - Mid Mid - High Connectivity to Donors/Funders Low High SynergyStrategicwith Partners Impacts of Transformation ofLow the Baton RougeHigh Zoo FundabilityThe transformation of Needed Investmentof the Baton Rouge Zoo will effect bothChallenges the Zoo itself and the largerAttainable community. The following is an initial list of the strategic impacts of investing in the Zoo’s Asset to the City/Region Limited Leveraged transformation. The type of effect each identified strategic impact will have on the Zoo at the current site and an ideal site is evaluated below.
STRATEGIC IMPACT OF TRANSFORMATION Strategic Impacts Current Site Ideal Site The transformation of the Baton Rouge Zoo will effect both the Zoo itself and the larger community. The following is an initial list of the Compliments and BREC Image & Brand Negative to Neutral strategic impacts of investing in the Zoo’s transformation. The type Promotes of effect each identified strategic impact will have on the Zoo at the current site and an ideal site is evaluated below. Visitation 375,000 500,000+ Zoo Viewed as Community Philanthropic Priority/ Challenged Feasible Ability to Raise $25MM+ Economic Impact Low Mid - High Conservation Impact Mid High Retail & Amenity Development Impact Low High Education Impact Mid High A Reason to Celebrate/ Frequency of Ability to Host Monthly/Quarterly Weekly or More Community Events Zoo Industry Model Following/Not Leading Potential for Leading
draftWORKSHOP #2 Site Feasibility Study 3 BATON ROUGE ZOO OCTOBER 28, 2015 FRAMING THE SITE DISCUSSION ZOO ATTENDANCE Baton Rouge Zoo Attendance - BATON ROUGE ZOO ATTENDANCE ActualACTUAL & & PROJECTIONSProjections 600,000 500,000+ 500,000
400,000 375,000
300,000 255,506 246,209 241,056 247,005 250,000 200,000
100,000
0 2011 2012 2013 2014 2015 Projected Future at Current Future at Ideal Site Site Current Site with $110MM Investment: • Attendance Projection: 375,000 visitors – 50% Increase over Current Attendance Baseline • Strategic Positioning: 9am - 5pm experiences with limited evening and off-hour potential
Ideal Future Site with $110MM Investment: • Attendance Projection: 500,000+ visitors – 100% Increase over Current Attendance Baseline • Strategic Positioning: 7AM - 10PM seasonal experiences with destination lodging, evening/catering venues and expanded programs (pre-school, night tours and special events)
draft WORKSHOP #2 4 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONFRAMING THE SITE DISCUSSION SITE TRACKING EXISTING SITE
BATON ROUGE METROPOLITAN I-110 AIRPORT
IVER PI R SIP SIS MIS
I-110
I-10
A I-10
I-10
LOUISIANA STATE EXISTING SITE UNIVERSITY C
R E I-10 IV I R PROSPECTIVE SITES P IP S IS S IS M B D
I-10
E F AIRLINE HIGHWAY PARK LONGWOOD / HARVESTON BURTVILLE
East Baton Rouge satellite image, n.t.s. draftWORKSHOP #2 Site Feasibility Study 5 BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONEXISTING SITE PAGECONTEXT TITLE PLAN THING
draft WORKSHOP #2 6 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONEXISTING SITE Key: Administration and Zoo Support Buildings Horticulture Animal Holding Buildings BREC PAGESITE PLAN TITLE THING Buildings Exhibit/Interpretive Buildings Visitor Amenity Buildings Animal Exhibits Water Commissary L'aquarium de Off Exhibit Yards/Service Areas Louisiane Animal Hospital Visitor Pathways Service Pathways Keeper Otter Center Exhibit
Restrooms Birds of the World
Elk Zoo Spoonbill Admin Flamingo Building Cafe Flamingo Primate Island Birds of Prey Education Parrot Spider Monkey Building Paradise Island Alligator Bison Nile Zoo Offices Refreshments Lechwe Amphitheater
Indian Jaguar Ibex Rhino Bear Pygmy Tapir Hippo Crane Stork Maned Wolf Giraffe/ Ostrich Aviary Bridge Gazelle Restrooms Cool Kangaroo Tiger Critters Pond Cafe Cheetah Siamang Tiger Koi Water Black Entry Treatment Rhino Gate Marsh
Pond KidsZoo Barn Zebra/ Cypress Bayou Kudu Sable Playground Conservation Plaza Train Tracks Primates Trellised Bridge Train Station Bongo
Capital One Pavilion Cassowary Overflow Parking Area Entry Parking Building Area
250SC
Baton Rouge Zoo - Existing Site Plan draftWORKSHOP #2 Site Feasibility Study Scale: 1" = 160' 10.22.2015 160.00 ft North 7 BATON ROUGE ZOO OCTOBER 28, 2015 EXISTING SITE PAGEBUBBLE TITLE DIAGRAM THING
draft WORKSHOP #2 8 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONAIRLINE HIGHWAY PARK PAGEAERIAL TITLE THING
Baseball Fields
Light Commercial Development, Restaurants and Stores
BREC Storage Building
Residential Area and Four Lane Highway Public Golf Course
Open Fields
Retention/Detention Pond
draftWORKSHOP #2 Site Feasibility Study 9 BATON ROUGE ZOO OCTOBER 28, 2015 AIRLINE HIGHWAY PARK BUBBLE DIAGRAM
Event Space
Entry plaza
draft WORKSHOP #2 10 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONLONGWOOD / HARVESTON PAGEAERIAL TITLE THING
Community Park
Residential Development
Residential Development
Open Farm Land
Site Analysis • • Access: • 0.0 Miles from Downton • 0.0 Miles from Interstate 10 • Major Access Roads along the west and south edgse of the site
Landform: • Site is predominantly flat: 0%-5% slope • Next to the Mississipi River
Landuse: • Surrounded by residential development • Agriculture on the south and Mississippi River on the West
draftWORKSHOP #2 Site Feasibility Study 11 BATON ROUGE ZOO OCTOBER 28, 2015 LONGWOOD / HARVESTON BUBBLE DIAGRAM
Image here
draft WORKSHOP #2 12 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONBURTVILLE PAGEAERIAL TITLE THING
Open Farm Land
Site Analysis • • Access: • 0.0 Miles from Downton • 0.0 Miles from Interstate 10 • Major Access Roads to site- Nicholson Drive and Blue Bonnet Drive
Landform: • Site is predominantly flat: 0%-5% slope • Next to the Mississipi River • Open Farmland
Landuse: • Surrounded by residential development • Agriculture on the south and Mississippi River on the West
Lexington Estates
University Club
draftWORKSHOP #2 Site Feasibility Study 13 BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONBURTVILLE PAGEBUBBLE TITLE DIAGRAM THING
Image here
draft WORKSHOP #2 14 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONTEST SITE A PAGEAERIAL TITLE THING
Residential Area
Residential Area
Golf Course
Residential Area Site Analysis • • Access: • 0.0 Miles from Downton • 0.0 Miles from Interstate 10 • Landform: • Site is predominantly flat: 0%-5% slope
Landuse: •
Light Commercial
draftWORKSHOP #2 Site Feasibility Study 15 BATON ROUGE ZOO OCTOBER 28, 2015 TEST SITE B AERIAL
Mississippi River
Forested Area
Agriculture
Site Analysis • • Access: • 0.0 Miles from Downton • 0.0 Miles from Interstate 10 • Landform: • Site is predominantly flat: 0%-5% slope
Landuse: • Two Lane Road
draft WORKSHOP #2 16 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONTEST SITE C AERIAL
Residential Area
Residential Area
Site Analysis • • Access: • 0.0 Miles from Downton • 0.0 Miles from Interstate 10 • Landform: • Site is predominantly flat: 0%-5% slope
Landuse: •
draftWORKSHOP #2 Site Feasibility Study 17 BATON ROUGE ZOO OCTOBER 28, 2015 TEST SITE D AERIAL
Residential Area
Light Industrial Zone
Light Commercial
Site Analysis • • Access: • 0.0 Miles from Downton • 0.0 Miles from Interstate 10 • Nearest Major Road is Airline Highway Road that follows the southwest edge of site Wooded Area Landform: • Site is predominantly flat: 0%-5% slope
Landuse: • Main entry off airline highway road
draft WORKSHOP #2 18 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 TEST SITES ADDITIONAL SITES UNDER CONSIDERATION
SITE E Pinnacle Entertainment land adjacent to L’Auberge Casino 240+ acres
SITE F BREC Burbank Soccer Complex 247+ acres
draftWORKSHOP #2 Site Feasibility Study 19 BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONTEST SITES FACILITY COMPARISON MATRIX
AIRLINE HARVESTON / EXISTING SITE HIGHWAY PARK LONGWOOD BURTVILLE
AVAILABLE LAND (AC) COST OF LAND Provided by B.R.E.C. Provided by B.R.E.C. Donated by owner Donated by owner
CURRENT LAND USE Zoo in on ____ AC Recreational Athletic Fields Agriculture Agriculture
B.R.E.C. Park and Golf Commercial Residential • Residential and Farmland • ADJACENT LAND USE Courses • Industrial • Preservation Area LAND USE / SIZE / USE LAND
EXPANSION POTENTIAL Easy - Into B.R.E.C. Property Limited
ZONING DESIGNATION ZONING RESTRICTIONS ZONING
Generally flat with sloped Generally flat slopes (0%-5%) Flat and open Flat and open LANDFORM / TERRAIN banks toward creek Open farmland EXISTING VEGETATION 10%-15% cover with mature Open farmland Dense woods along North/ decidious trees Dense woods at East portion East edges FLOODPLAIN Views toward a 4-lane road AESTHETIC QUALITIES and light commercial views toward creek
ROADS ACCESSIBILITY Yes - close to Interstate 10 Yes - close to Interstate 10 Yes - close to Interstate 10
PUBLIC TRANSPORTATION ACCESSIBILITY TRANSPORTATION SITE
CAPITAL COSTS OPERATIONAL MOVING MOVING
FORWARD BIG IDEA
draft WORKSHOP #2 20 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 PROGRAM CONCEPTS APPENDIX GUEST EXPERIENCES
Transforming the Baton Rouge Zoo
Vision for Guest Experiences at the Transformed Baton Rouge Zoo
the course. Third-party management also allows for limited or no capital and ExperiencesExperiencesExperiences operational costs; therefore, there is very little financial risk to the Zoo. o Train o Trains are a zoo tradition enjoyed by young and old alike. Trains provide guests Boat Ride/Kayak Tours The Zoo’s location in North America’s largest wetland makes it important to with opportunities to see the Zoo from new angles, including traveling through engage guests with experiences and learning opportunities about local exhibits and going behind the scenes to see off-exhibit animals. Train ride conservation. Providing boat rides/tours that use air boats and/or kayaks means experiences are often one of a zoo’s top performing revenue generators with Zoo guests can travel through exhibits that capture the wild animals and land of typically high utilization. Rides on the train can be marketed and packaged in the Atchafalaya Basin. Boat rides will provide intimate views of the animals and various ways to encourage membership sales, ride/experience packages, and offer a memorable experience. Airboat rides through Atchafalaya Basin exhibit can be marketed to convention and tourism audiences that want the “uniquely” special/group event sales. Trains are also used to offer guests a rest from the Baton Rouge experience. Boat rides will serve as an additional revenue generator walking experience and extend visitor stay-time, which positively impacts food and can also be marketed and packaged in several different ways to encourage and retail sales. membership sales, ride/experience packages, and special/group event sales. They, too, can be used to offer guests a rest from the walking experience and o Carousel extend visitor stay-time, which positively impacts food and retail sales. Endangered animal themed carousels are popular among many guests and are o Entry Experience/Arrival Sequence very strong revenue generators. The opportunity to “ride” an endangered animal The first impression is always very important. The Zoo experience begins with the provides an opening to create another connection between humans and wildlife. signage approaching the Zoo, continues as guests park, and culminates in the Carousel rides can also be marketed and packaged in a variety of ways to entry plaza. Flow of the experience is key along with very clear signage. The entry encourage membership sales, ride/experience packages, and special/group event plaza should be welcoming, open, and offer amenities such as benches, shade, sales. Riding the carousel, too, can be used to offer guests a rest from the restrooms, food and drinks, and retail shopping. It is important that the entrance allows for a large number of visitors as it is the “cash zone” for the Zoo. Ideally, walking experience and extend visitor stay-time, positively impacting food and school children and large groups should have a second entrance to avoid causing retail sales. congestion at the main gate. The more relaxed and enjoyable the process, the more likely it is guests will purchase larger admission packages and/or o Adventure Course & Zip Line memberships along with purchasing food or shopping upon arrival. Shopping Adventure and ropes courses along with zip lines offer Zoo guests an opportunity most often takes place at the end of the Zoo visit; therefore, having the retail to see the animals and the Zoo property from new heights. The courses are shop conveniently located near the exit with spill out displays into the entry plaza will increase visibility and sales. On peak and special days, guests should be designed to appeal to guests across age groups from young children to adults and greeted by education staff and docents with animals and/or other educational help attract new audiences to the Zoo. These experiences can be installed and items to engage guests as they wait for tickets and enter the Zoo. managed by third-parties who are highly-experienced in coaching guests through
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o Amphitheater o Underwater Swim-Through Experiences Having an amphitheater allows the Zoo to expand day and night programming Guests are seeking highly personal animal experiences. Exhibits can be designed to remove the boundaries and provide guests with intimate interaction with offerings. It allows for animal-themed and educational programming along with animals. To do this, specific types of exhibits can be built to offer eye-to-eye special performances such as concerts. Evening programming for fundraising viewing through underwater viewing, through tunnels with pop-up viewing events, concerts and speakers allow the Zoo to attract wider ranges of audiences domes in the middle of exhibits, and even exhibits in which the guests can enter and generate evening admission revenue. These venues are also helpful for the same space as the animals. For the extreme zoo guests, special cages have increasing the attraction of the Zoo as a rental location for private parties and been designed to allow them to dive into aquariums. Depending on the special gatherings. experience, there is an opportunity to package the most personal and intimate experiences for revenue generation.
o Splash-Pad o Animal Feeding Experiences Weather in Baton Rouge is hot and a splash pad is a great and fun way to cool The memory of feeding a zoo animal lasts a lifetime. Animal feeding stations for down. Splash pads have become increasingly popular in zoos across the country giraffes and lorikeets are very popular and can generate additional revenue for and parks in Baton Rouge. Even with increasing prevalence in Baton Rouge, they the Zoo. They are also great places for guests to engage with keepers and docents and learn more about wild animals. Animal feeding can also be marketed still are an amenity that people value and enjoy. Splash pads coupled with retail and packaged in ways that encourage membership sales, ride/experience and food become a hub within the Zoo in which guests will spend typically 30 packages, and special/group event sales. minutes to over an hour, which increases food and retail per capita spending significantly. Depending on the size and scope, the splash pad business model o Animal Exhibit Drive-through Experiences can be supported through admission fees or a special additional fee at the gate. Safari themed drive-through experiences offer guests the opportunity to “visit” another continent. Narrated by keepers or educators, these unique tours are Splash pads are proven to help with membership sales when members receive very interactive and engaging experiences as guests get up-close and personal special access or benefits. Splash pads can also help with rentals and group sales, with the animals in their “natural” habitat. This highly-personal experience will especially for birthday party crowds. generate revenue for the Zoo and can be marketed and packaged in a variety of ways to encourage membership sales, ride/experience packages, and o Gardens & Horticulture Displays special/group event sales. The guest experience can be taken to new levels by dedicating resources to o Sky lift gardens and horticulture displays. Horticulture can be used not only to theme Similar to the drive-through experience, the sky lift will take Zoo guests over the exhibit areas, but also to provide enjoyment as guests travel throughout the Zoo. Zoo and the animals providing a birds-eye view. It can also be used to move Meadows and wooded areas provide locations for guest to rest and relax as they people from one end of the Zoo to the other. The sky lift will generate revenue travel throughout the Zoo. Gardens both formal and informal become popular for the Zoo and can also be marketed and packaged in ways to encourage sites for private party rentals for picture taking, particularly for weddings. This is membership sales, ride/experience packages, and special/group event sales.
very helpful in marketing the Zoo as a unique destination wedding venue.
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o Arcade Games o Themed Playgrounds Additional revenue generation can achieved by offering arcade games and mini- Climbing and playing are fun and important for children’s social, intellectual and golf near a dining and restroom hub. These serve to extend the stay time of physical development and well-being. When children play and explore in nature, guests and are helpful increasing repeat visitation and membership sales.
they become more vigorous, cooperative and imaginative learners. Creating themed play areas extends the hands-on feeling of the Zoo experience. Play Amenities areas are very attractive to young families and are helpful in increasing repeat o Cooling Stations & Shade Areas visitation and membership sales. With the heat of Louisiana, Zoo guests need to cool down. Throughout the Zoo, cooling stations should be provided along with indoor experiences, which offer
air-conditioned spaces. Guests will also appreciate opportunities for shade from o Light Show trees, shade-structures, and indoor spaces. Shaded areas should be provided With the expansive layout of the Zoo including horticulture and trees, the throughout the Zoo. addition of a seasonal evening light show offers guests a new type of twilight experience. Themed projections and decorative lights outside of the holiday o Restrooms Restrooms including nursing and changing stations, should be offered throughout season make for a fun evening for a range of audiences. Light shows can be the Zoo. It is important to have restrooms included in the front entry plaza for paired with a range of events including adult functions such as wine nights and guests upon both arrival and departure. Restrooms also need to be provided beer tastings. near any event space. Clean and spacious restrooms add to the overall feeling of the Zoo visit. o Behind the Scenes & Exclusive Experiences Select audiences are looking for highly personal and exclusive experiences. The o Dining Zoo guests will be looking for a range of dining experiences. The evaluation of Zoo should market custom experiences that can be paired with dining and self-operated and outsourced food operations should be conducted to ensure overnights. There should also be a range of packages for behind the scenes tours the Zoo is maximizing its return on investment. The key experiences include: and being a keeper for the day. • Themed Café • Treat Stations – Ice cream, cotton candy, etc. o Night Tours and Overnight Experiences • Large group picnic sites The opportunity to experience the Zoo when nocturnal animals are active is very • Adult Bar Areas
exciting and can be enjoyed by family and adult guests. Overnight packages with Gourmet Dining speakers, programming, and events should be offered. Groups like the Boy • The Zoo should have the ability to provide a high-quality gourmet meal. Scouts and Girl Scouts are prime audiences for this type of experience. Select premium audiences are looking for the high-end Zoo experience, which can be part of private behind-the-scenes tour packages, corporate meetings/gatherings, or special private events.
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to a traditional hotel. Themed tents like yurts create a glamourous Catering Venues & Kitchens camping experience near the animal exhibits for an African experience in Louisiana. Packaged with gourmet dining, this can be marketed to the • To maximize the attractiveness of the Zoo for private rentals and groups, exclusive high-end audience. Destination lodging could be a “phased” the Zoo needs the capacity seat and serve large crowds of 100 to 300 development with the initial development completed with 30 unique guests as the Zoo could be an alternative after-hours venue for units. conventions. The infrastructure for large events is needed to offer the optimal experience. o Retreat/Meeting Space/Conference Rooms Corporate leadership is investing more and more in outside-of-the-office meeting
spaces to spark creative thinking and remove the distraction of the daily grind. o Shopping Zoos are an ideal location for a fun corporate meeting that introduces corporate Themed retail shops leaders to the Zoo, generates introductions for corporate sponsorship and • Zoo retail shops play a significant role in increasing per capita spending. provides a forum for sharing conservation messaging with an influential The evaluation of self-operated and outsourced retail operations should audience. These meeting spaces can also be used for educational programming be done to ensure the Zoo is maximizing its return on investment. needs and smaller receptions. ProgramsProgramsPrograms External retail functions (Universal Walk concept) o Education • Following the success of both Disney and Universal Studios in creating a Program Animals/Keeper Chats throughout Zoo and Off-Site • The most popular staff at the Zoo are the keepers. Therefore, the shopping experience using outside retail vendor partnerships, the Zoo educational experience should not be limited to classrooms or just for should consider creating a retail venue with select but varied retail school groups. The educational programming by keepers, docents, and experiences appropriate for the Zoo visitor. This increases the economic education staff should be highly visible throughout the Zoo. Having impact of the Zoo and advances the Zoo as destination within the keeper demonstrations creates interactive zoo experiences. Keeper community. demonstrations are also critical for communicating conservation messages to the Zoo guests. These demonstrations should also be taken off Zoo grounds into schools, community centers, and even corporate o Lodging offices to expose new audiences to the Zoo. Campsites • Groups are looking for special overnight experiences for both o Conservation recreational and educational offerings. Campsites at the Zoo is a unique Shared displays/exhibits with other conservation projects experience that is very attractive to groups like Girl Scouts and Boy • Zoos must work to tell their conservation story in order to stay relevant. Therefore, throughout the Zoo, there must be displays to explain the role Scouts as well as adult groups. of zoos in conservation. The Zoo should develop partnerships to help local conservation projects and communicate the work in the Zoo and Destination Lodging • Many adults dream of going to Africa for a safari experience. The Zoo can offer this experience without the cost and hassle of travel. An attractive destination lodging experience could be created for both locals looking for a special weekend away and tourists looking for a unique alternative
draft WORKSHOP #2 24 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 PROGRAM CONCEPTS APPENDIX GUEST EXPERIENCES
throughout the community. Increasing conservation awareness is critical and are often places loved by children. Preschool programs can be developed for the long-term sustainability of zoos. through partnerships with public schools or private preschool organizations. Business Opportunities Trips to help with local conservation & international experiences o Dynamic Pricing • Zoos need to invite guests to help with conservation directly. Either The goal of a dynamic pricing system is to align consumer demand with Zoo through Zoo-run or partner-lead programs, the Zoo should offer its capacity to maximize the guest experience as effectively as possible by dynamically adjusting admission prices to either encourage or discourage guests an opportunity to participate in conservation related attendance on given days, reducing overcrowding. A secondary goal of this programming. Ideally, the Zoo should be viewed as the go-to center for strategy is to maximize alignment with both closely-aligned and casual audiences all things related to animal conservation. This helps create a stronger by providing the opportunity to shop for admission options that match their case for philanthropic support as well as engage new audiences. If value perceptions. Developing a dynamic pricing structure is based on the core possible, the Zoo should seek to provide international experiences to assumption that the guest experience begins to diminish in quality once daily attendance reaches a defined threshold, including the parking experience. Base allow zoo guests to learn about the animals and their need for and target prices are established and an algorithm is developed to adjust pricing conservation in their natural habitats. to provide incentives and disincentives to attend the Zoo on any given day. Establishing a dynamic pricing system for the Zoo could assist in providing the Conservation Awareness events highest quality guest experience while also maximizing revenue to support the • There is a sector of Baton Rouge that is passionate about conservation. Zoo’s operations. Based on our experience, neither visitation nor overall Through high-end events with engaging speakers, this group can become satisfaction will decrease as the admission price is increased.
increasingly more connected to the Zoo. These events typically start o Membership small but, if done well, can grow to draw impressive crowds of influential Membership should be viewed as prepaid admission. The Zoo should strive to community leaders and generate significant contributed revenue for build its membership base and then mine that base for members it can upgrade conservation. into upper-level packages and convert to donors. Members’ per capita spending can be leveraged as an additional source of revenue for the Zoo. Member surveys are important in understanding this audience and enhancing the membership Focus on sustainability/green development – residential/commercial program. development around zoo • The conservation messaging should extend beyond animal welfare at the o Fundraising & Sponsorship Zoo. The Zoo should lead by an example in sustainable practices. The Zoo With the Zoo’s focus on providing the highest level of guest experiences and also has the opportunity to be a hub for sustainable practices. animal experiences, the Zoo should explore new partnerships and sponsorships with individuals and corporate leaders who have a shared vision, passion for Surrounding retail and development could be asked to participate in the wildlife and conservation and similar audience needs and characteristics. leading sustainable building and operational practices. Securing sponsorships requires strategic packaging of benefits, especially
o Zoo Pre-School The Zoo is truly a living classroom and parents recognize the hands-on learning that takes place. Being set up to serve children, zoos are great places for a pre- school. They offer an environment that fosters STEM education from early ages
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exposure of sponsorship brands and products to the largest audience possible. The Zoo should work with the Friends to bundle large sponsorship packages for exhibits and events.
Cultivate among Friends Board members and Zoo staff a greater culture of philanthropy, offering donors an opportunity to participate in enhancing the Zoo they value. The rationale for private support needs to be clearly articulated – in both operations and capital needs – draw on the Zoo’s role as a community asset and family destination, its educational programming, and its conservation work.
o Group Sales Zoos are very attractive for group outings and private events. Marketing the Zoo as a venue for everything from corporate meetings to group picnics to weddings will generate revenue for the Zoo and increase the range of audiences visiting the Zoo.
o Conservation Fees from Partners The Zoo should look to partner with businesses that understand and support the Zoo’s conservation mission. Zoo leadership should work with its corporate partners to seek their support in raising resources for conservation such as rounding up to the nearest dollar for conservation.
o Parking Including Valet Parking The majority of zoos across the nation are charging for parking. Parking becomes a revenue generator to fund parking improvements and other operational costs. An option to avoid infrastructure costs associated with charging for parking – parking attendants and gates – is the honor system: ask visitors upon entry if they parked and, if they have, charge them a parking fee. With the crowds that come on peak days, Zoo guests could end up walking significant distances from their car to the entry. Valet parking should be tested as an option to increase parking revenue and increase guest satisfaction.
draft WORKSHOP #2 26 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONPROGRAM CONCEPTS APPENDIX PAGENET REVENUE TITLE THING IMPACT
Net Revenue Impact Current Site Ideal Site Projected Attendance Guest Experience Impact - Qualtity & Visitor Quantity Utilization 375,000 500,000 Notes EXPERIENCES Train Q & Q High $168,750 $262,500 $3/ride/30-35% utilization/50% net Carousel Q & Q High $123,750 $165,000 $2/ride/33% utilization/50% net Adventure Course Quality Low - Mid $90,000 $118,125 $10/ride/8-15% utilization/30% net Zip Line Quality Low - Mid $90,000 $225,000 $10/ride/8-15% utilization/30% net Boat Ride/Kayak Tours Quality Low $42,000 $80,000 $8/ride/7-10% utilization/30% net Swim-Thru Quality Low $60,938 $81,250 $65/person/1% utilization/25% net Animal Feeding Q & Q Mid - High $112,500 $247,500 $2/person/20-33% utilization/75% net Drive-Thru Animal Experiences Q & Q Low - Mid $93,750 $187,500 $10/ride/10-15% utilization/25% net Sky Lift Q & Q Low - Mid $28,125 $56,250 $5/ride/10-15% utilization/15% net Arcade Games Quantity Low $67,500 $90,000 $3/ticket/15% utilization/40% net Light Shows & Amentities Q & Q Low - Mid $98,438 $281,250 $15/person/7-15% utilization/25% net Behind the Scene Tours Quality Low $421,875 $843,750 $75/person/2-3% utilization/75% net - Must be intregrated dynamic pricing Night Tours Quality Low $65,625 $175,000 $35/person/1-2% utilization/50% net Entry Experiences/Arrival Q & Q High $50,000 $125,000 Incremental Financial Impact - Admission, Retail & Food Amphitheater Quantity High $20,000 $35,000 Incremental Financial Impact - More Programming Opportunities, More Group & Rental Sales Opportunities Splash Pad Q & Q High $75,000 $120,000 Incremental Financial Impact - Membership, More Group & Rental Sales Opportunities Gardens/Hort Displays Quality Mid $20,000 $35,000 Incremental Financial Impact - More Group & Rental Sales Opportunities Themed Playgrounds Quality High $20,000 $35,000 Incremental Financial Impact - Membership, More Group & Rental Sales Opportunities
AMENITIES Cooling Station Quality High Incremental Financial Impact Restrooms Quality High Incremental Financial Impact Gourmet Dining Q & Q Low $12,656 $112,500 $45/person/.03-2% utilization/25% net Catering Venues Q & Q Low $15,469 $137,500 $55/person/.03-2% utilization/25% net Theme Retail Shops Q & Q High $450,000 $660,000 Current - maintain per capita $1.20 Ideal - increase per capita by 10% Campsites Q & Q Low $56,250 $75,000 $30/person/2% utilization/25% net Destination Lodging Q & Q Low $0 $67,500 $150/"room"/10 "room"- Used 100 nights/45% net Retreat Venues Q & Q Low $34,375 $68,750 $2500/retreat/25-50 retreats/year/55% net
PROGRAMS Education Quality Mid $50,000 $160,000 Conservation Events Quality Low $75,000 $350,000 Zoo Pre-School Quality Low $0 $30,000 30 children @$250/week for 40 weeks with a 10% net margin
BUSINESS OPPORTUNITIES Dynamic Pricing- Admission Revenue Q & Q High $1,709,100 $2,426,500 8-15% increase in attendance per capita - current per cap($4.22) Membership Q & Q Mid - High $400,000 $1,000,000 Increase Membership Sales - Current Site - Projected 8,000 Household Members; Ideal Site - Projected 20,000 Household Members Sponsorships/Fundraising Q & Q $250,000 $1,500,000 Group Sales Quantity Low $75,000 $250,000 Conservative Fees Q & Q $75,000 $150,000 Parking Quantity High $400,000 $750,000 $5 per car
Q&Q = Quality & Quantity Blue = Incremental Revenue Black = Net Revenue
draftWORKSHOP #2 Site Feasibility Study 27 BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONPROGRAM CONCEPTS APPENDIX PAGEADVENTURE TITLE THING AND ACTION
• Ropes Course • Zip Lines • Waterpark • Climbing Walls • Dino Dig Area • Mining • Playground • Treehouse
draft WORKSHOP #2 28 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONPROGRAM CONCEPTS APPENDIX PAGEEDUCATE TITLE - ENTERTAINTHING - ENGAGE
• Animal Feeding • Keeper Talks • Animal Demonstrations • VIP Experiences
draftWORKSHOP #2 Site Feasibility Study 29 BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONPROGRAM CONCEPTS APPENDIX PAGEIMMERSIVE TITLE THINGEXPERIENCE
• Safari Drive • Overnight Stay • Adventure Camps • Boat Rides • Thematic Design
draft WORKSHOP #2 30 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONPROGRAM CONCEPTS APPENDIX PAGEREVENUE TITLE MAKERS THING & GUEST COMFORT
• Food • Retail and Gift • Wayfinding • Entry • Rides
draftWORKSHOP #2 Site Feasibility Study 31 BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONPROGRAM CONCEPTS APPENDIX PAGEMIXED TITLE ANIMALS THING EXHIBITS
• Savanna • Flex Habitats • Immersive “Look and Feel” • Passage
draft WORKSHOP #2 32 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 SECTIONPROGRAM CONCEPTS APPENDIX PAGEANIMALS TITLE THING
Training Investigation Problem Solving Pathways Foraging Habitats Stalking Companionship Hunting Food CHOICE Play Stimulation Curiosity MENTAL Changing Environment STIMULATION • New smells, sounds, sights, textures, and tastes
Raising Young Family (Companionship) SOCIAL NEEDS Fencing Hierarchy / Natural Hierarchy Protection from Animals Keeper Interaction Protection from People Mating Behaviors Eliminate Hazardous Conditions in Habitat PROTECTION • Fall hazards • Vegetative hazards • Escape / Endangerment
Hospital Staff CARE Ancillary Medical Food • Pharmacies • Exam rooms Water • Animal restraint devices Shelter Exercise PHYSICAL NEEDS Shade Examinations / Observation Adequate Habitat / Holding Standards Ability to Seek Comfort
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Repeat Visits Membership Animal Sponsorship Conservation Groups Docent Programs Global Thinking
Collection Emotions ‘World Class’ Animal Experiences • Happy • Empowered • Animal Viewing (dynamic v. passive) • Excited • Fun • Contact ACTION • Scared • Amazement • giraffe feeding • Anticipation • Sense of Wonder • rhino contact • petting areas Adventure Experiences • feeding • Camping with lions • V.I.P. access opportunities • Safari Theater / Concerts / Performance ENGAGEMENT Art Education Achitecture / Landscape Architecture Conversation & Outreach Camping Green Campus Trails / Hiking Thematic Storylines / Theming / Zones Rides / Attractions ZOO MISSION • Cultural & Geographic • Train • Rock Wall • Boats • South America, Africa, Australia, etc. • Balloon • Roller Coaster • Carousel • Regional / Local • Zip Lines • Skate Boarding • Animal Rides • Fantasy • Ropes Course • Skyfari • horse, camel, donkey, lion Changing Zoo Gift Shop / Retail • Seasonal attractions Hotel / Destination Lodging AMENITIES & ATTRACTIONS • New experiences Dining, various scales • Restaurants (large) • Snacks (med) • Refreshment stands (small) Parking Climate Controlled Zones LOCATION & LAND USE Efficient Circulation Restrooms / Comfort Stations Transportation Options • Car / Bus / Train / Bike / Walk / Hovercraft Seating / Rest Areas Ticketing Arboretum Access and Orientation Hubs
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Interaction with Guests Opportunities to Represent the Zoo Engagement with the Zoo Mission
Program Development Growth and Development Interaction with other Zoos Skills Training Cross-department Coordination Opportunities for Research
OPPORTUNITY Horticulture Building / Zone Admin Building Commissary Storage Area
State-of-the-Art Holding Buildings Fencing Equipment Storage Building • Meeting Rooms Maintenance Building • Offices Staff Waste Treatment • Kitchen Buildings • Lockers Trash Collection • Changing Rooms Equipment Manure Collection / Disposal • I.T. Space • Compost Area • Pharmacy Service Roads / Path (separate from visitor) • Dumpster Availability • Shop / Work Areas Parking • Feed / Hay Storage / Dropoff FACILITIES • Manure Collection / Dumpsters Utility Access / ??????????? • Animal Restraint Devices • Water • Restrooms • Sewer • Massage Chairs • Storm • Movie Theater • Electric • Ice Cream Makers • Irrigation
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KEY STRATEGIES
REDUCE ENERGY USE
USE RENEWABLE ENERGY Solar Geothermal Wind ???
WATER INPUTS & OUTPUTS stormwater systems, graywater recycling, facilities water management and repurposing
BUILDING MATERIALS locally sourced for lower transportation/gathering costs and less “embedded” cost (i.e., transport, oil, etc)., more economical, longer lasting for reduced life-of-material maintenance costs
SITE ECOLOGY Reduced landform work, preserving existing heritage trees, viewsheds, topography. Sense of place.
draft WORKSHOP #2 36 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 Key: Administration and Zoo Support Buildings Exhibit/Interpretive Building Condition Z9 Zoo Support / Administration Building Condition Animal Holding Buildings Z-1 Administration Building E-1 Gateway Structure Exhibit/Interpretive Buildings Z-2 Offices E-2 Tiger viewing shelter Z8 SECTIONEXISTING SITE Key:Visitor Amenity Buildings APPENDIXZ-3 Keeper Center E-3 Siaming viewing shelter Administration and Zoo Support Buildings Z-4 Horiculture E-4Exhibit/InterpretiveTiger viewing Building shelter Condition Z9 Zoo Support / Administration Building Condition PAGEBUILDING TITLE INVENTORY THING Animal Holding Buildings Z4 Z-5Z-1 CommissaryAdministration Building E-5E-1 AviaryGateway Gateway Structure Exhibit/Interpretive Buildings Z-6Z-2 AnimalOffices Hospital E-6E-2 AviaryTiger Gateway viewing shelter Visitor Amenity Buildings Z8 Z-7Z-3 WasteKeeper Treatment Center Building E-7E-3 RhinoSiaming Shelters viewing shelter A10 Z-8Z-4 ZooHoriculture Building E-8E-4 BisonTiger Shelter viewing shelter Key: Z-9Z-5 ZooCommissary Building E-9E-5 OtterAviary Viewing Gateway Building Administration and Zoo Support Buildings Zoo Support / Administration Building Condition Exhibit/Interpretive Building Condition Z4 Z6 Z9 E13 Z5 Z-6 Animal Hospital E-10E-6 L'aquariumAviary Gateway de Luisiane Animal Holding Buildings Z-1 Administration Building 1 E-1 Gateway Structure 1 Z3 E9 AnimalZ-7 HoldingWaste Building Treatment Building Condition E-11E-7 PrimateRhino Exhibit Shelters Exhibit/Interpretive Buildings Z-2 Offices 2 E-2 Tiger viewing shelter 1 A11 A10 A-1Z-8 TigerZoo Holding Building E-12E-8 GiraffeBison Shelter Shelter Visitor Amenity Buildings Z8 Z-3 Keeper Center 2 E-3 Siaming viewing shelter 1 E10 V6 A-2Z-9 TigerZoo Holding Building E-13E-9 GatewayOtter ViewingStructure Building 1 E-4 Tiger viewing shelter 1 V5 Z6 Z-4 Horiculture A-3 Rhino Holding E-14 Birds of the World E13 Z5 E-10 L'aquarium de Luisiane Z-5 Commissary 1 E-5 Aviary Gateway 1 A12 A9 Z4 Z3 A-4Animal HoldingJaguar BuildingHolding Condition E-15E-11 KangarooPrimate Viewing Exhibit Shelter Z-6 Animal Hospital 1 E-6 Aviary Gateway 1 E14 E9 A8 Z1 A-5A-1 Bear/WolfTiger Holding Holding E-16E-12 KidsZooGiraffe Barn Shelter Z-7 Waste Treatment Building 1 E-7 Rhino Shelters 1 V7 A14 A13 A11 E10 V6 A-6A-2 Tapir/ManedTiger Holding Wolf Holding E-17E-13 PrimateGateway Exhibits Structure A10 Z-8 Zoo Building 2 E-8 Bison Shelter 1 V5A15 A-7A-3 BisonRhino Holding Holding E-14 Birds of the World Z-9 Zoo Building 1 E-9 Otter Viewing Building 1 E12 Z6 A12 A9 A-8A-4 WhitetailJaguar Holding VisitorE-15 AmenityKangaroo Building Viewing Shelter Condition E13 E-10 L'aquarium de Luisiane 1 Z2 E14 Z5 E11 A8 A-9 Elk Holding V-1E-16 EntryKidsZoo Building Barn Z3 1 Z1 A-5 Bear/Wolf Holding E9 Animal Holding Building Condition E-11 Primate Exhibit V7 A17 A14 A13 E8 A-10A-6 OtterTapir/Maned Holding Wolf Holding V-2E-17 CapitalPrimate One Exhibits Pavilion A-1 Tiger Holding 1 E-12 Giraffe Shelter V8 A15 V3 A11 E10 A16 A-11A-7 FishBison Holding Holding V-3 Refreshments V6 A-2 Tiger Holding 1 E-13 Gateway Structure 1 E12 A3 V5 E7 A-12A-8 AviaryWhitetail Holding Holding V-4Visitor AmenityRestrooms Building Condition A-3 Rhino Holding 1 E-14 Birds of the World 1 Z2 A7 E11 A-13A-9 ParrotElk HoldingExhibit V-5V-1 FlamingoEntry Building Café A12 A9 A-4 Jaguar Holding 1 E-15 Kangaroo Viewing Shelter 1 V4 E14 A17 A-14 Parrot Holding V-6 Restrooms A8 E8 A-10 Otter Holding V-2 Capital One Pavilion Z1 A-5 Bear/Wolf Holding 1 E-16 KidsZoo Barn 2 V8 V3 A6 A14 A16 A-15A-11 ParrotFish Holding Holding V-7V-3 EducationRefreshments Building V7 A13 2 E-17 Primate Exhibits 1 A3 A4 A-6 Tapir/Maned Wolf Holding A31 E6 A5 V-8 Amphitheater A15 E7 A-16A-12 ParrotAviary Holding Holding V-4 Restrooms A-7 Bison Holding 1 A7 E12 A30 A32 A18 A-17A-13 NileParrot Lechwe/Ostrich Exhibit Holding V-9V-5 CoolFlamingo Critters CaféCafé A-8 Whitetail Holding 2 Visitor Amenity Building Condition A2 V4 Z2 A19 E5 Z7 A-18A-14 GiraffeParrot Holding Holding V-6 Restrooms E11 A-9 Elk Holding 2 V-1 Entry Building 1 A29 A6 A1 E4 A-19 Rhino Holding V-7 Education Building A17 1 A28 A-15 Parrot Holding E8 A-10 Otter Holding 1 V-2 Capital One Pavilion A31 A4 V8 V3 A27 A20 E6 A5 A-20A-16 HayParrot Barn Holding V-8 Amphitheater A16 A-11 Fish Holding 1 V-3 Refreshments 2 V9 A3 A18 A21 A-21A-17 HoofstockNile Lechwe/Ostrich Quarantine Barn Holding V-9 Cool Critters Café A-12 Aviary Holding 1 V-4 Restrooms 1 A30 A32 E3 E7 E15 A2 E2 A-22 Zebra Holding A7 1 A19 E5 Z7 A-18 Giraffe Holding A-13 Parrot Exhibit 1 V-5 Flamingo Café A29 E1 V4 A1 E4 A-23A-19 KuduRhino Holding Holding 1 V-6 Restrooms 1 A28 A-14 Parrot Holding A-24 Sable Holding A6 A27 A20 A-20 Hay Barn A-15 Parrot Holding 1 V-7 Education Building 2 E16 V9 A4 A-25A-21 BongoHoofstock Holding Quarantine Barn A31 E6 A5 A-16 Parrot Holding 1 V-8 Amphitheater 2 A21 E15 E2 E3 A-26A-22 CassowaryZebra Holding Holding A30 A32 A18 A-17 Nile Lechwe/Ostrich Holding 1 V-9 Cool Critters Café 1 E17 A22 E1 A-27A-23 MarshKudu Trcatmun? Holding Holding A19 A2 E5 Z7 A-18 Giraffe Holding 2 A24 A29 A-28A-24 DonkeySable Holding Holding A1 E4 A-19 Rhino Holding 1 A28 E16 A23 A-29A-25 HippoBongo Holding Holding A27 A20 A-20 Hay Barn 2 V9 A-30A-26 CraneCassowary Holding Holding A21 A-21 Hoofstock Quarantine Barn 2 A25 E3 A22 A-31A-27 KangarooMarsh Trcatmun?Holding Holding E15 E2 A-22 Zebra Holding 1 E17 A24 A-32A-28 GazelleDonkey Holding Holding E1 A-23 Kudu Holding 1 A26 A23 V2 A-29 Hippo Holding A-24 Sable Holding 1 Condition Key: A-30 Crane Holding E16 A-25 Bongo Holding 1 Code Condition A25 A-31 Kangaroo Holding A-26 Cassowary Holding 2 1 Preserve - Building is structurally sound and fit to be used as-is or with minimal improvements V1 A-32 Gazelle Holding A22 1 A26 2 Needs further evaluation - Building may have significant issues, but may be preserved/restored pending further evaluation. E17 A24 A-27 Marsh Trcatmun? Holding V2 A-28 Donkey Holding 1 3ConditionDemolish Key: A23 A-29 Hippo Holding 2 Code Condition A-30 Crane Holding 2 1 Preserve - Building is structurally sound and fit to be used as-is or with minimal improvements A25 A-31 Kangaroo Holding 1 V1 2 Needs further evaluation - Building may have significant issues, but may be preserved/restored pending further evaluation. 2 A26 A-32 Gazelle Holding 3 Demolish V2 Condition Key: Code Condition 1 Preserve - Building is structurally sound and fit to be used as-is or with minimal improvements V1 2 Needs further evaluation - Building may have significant issues, but may be preserved/restored pending further evaluation. 3 Demolish Scale 1" = 250' 250.0 ft N
Scale 1" = 250' Baton Rouge Zoo - Existing Building Inventory Plan 2015.09.30 Progress Drawings draftWORKSHOP #2 CLR Design Site Feasibility Study 250.0 ft N37 BATON ROUGE ZOO OCTOBER 28, 2015 2015.09.30 Progress Drawings Baton Rouge Zoo - Existing Building Inventory Plan CLR Design Scale 1" = 250' 250.0 ft N
2015.09.30 Progress Drawings Baton Rouge Zoo - Existing Building Inventory Plan CLR Design Key: Administration and Zoo Support Buildings Exhibit/Interpretive Building Condition Z9 Zoo Support / Administration Building Condition Animal Holding Buildings Z-1 Administration Building E-1 Gateway Structure Exhibit/Interpretive Buildings Z-2 Offices E-2 Tiger viewing shelter Visitor Amenity Buildings Z8 Z-3 Keeper Center E-3 Siaming viewing shelter SECTIONEXISTING SITE Z-4 Horiculture APPENDIX E-4 Tiger viewing shelter Z4 Z-5 Commissary E-5 Aviary Gateway PAGEINVENTORY TITLE THING & ANALYSIS PLAN Z-6 Animal Hospital E-6 Aviary Gateway Z-7 Waste Treatment Building E-7 Rhino Shelters A10 Z-8MultipleZoo water Building bodies and relatively flat terrain. E-8 Bison Shelter Z-9 Zoo Building E-9 Otter Viewing Building Z6 Explore expanding marshlands to create authentic E13 Z5 E-10 L'aquarium de Luisiane Z3 ‘Louisiana’ animal habitats experiences. E9 Animal Holding Building Condition E-11 Primate Exhibit A-1 Tiger Holding E-12 Giraffe Shelter A11 E10 V6 A-2 Tiger Holding E-13 Gateway Structure Zoo support buildings are clustered creating V5 A-3 Rhino Holding E-14 Birds of the World efficiencies but service access routes within A12 A9 A-4 Jaguar Holding E-15 Kangaroo Viewing Shelter the Zoo should be improved. E14 A8 Z1 A-5 Bear/Wolf Holding E-16 KidsZoo Barn A14 V7 A13 A-6 Tapir/Maned Wolf Holding E-17 Primate Exhibits A15 E12 A-7 Bison Holding A-8Low exhibitWhitetail density Holding and a long path sequence. Visitor Amenity Building Condition Z2 E11 A-9 Elk Holding V-1 Entry Building A17 E8 A-10 Otter Holding V-2 Capital One Pavilion V8 V3 V-3 Refreshments A16 A3 A-11 Fish Holding E7 A-12 Aviary Holding V-4 Restrooms A7 A-13 Parrot Exhibit V-5 Flamingo Café V4 A-14 Parrot Holding V-6 Restrooms A6 A-15 Parrot Holding V-7 Education Building A4 A31 E6 A5 A-16 Parrot Holding V-8 Amphitheater Lacking well-defined visitor service ‘Hubs’ A30 A32 A18 A-17 Nile Lechwe/Ostrich Holding V-9 Cool Critters Café which visitors can use as destinations, for A19 A2 E5 Z7 A-18 Giraffe Holding A29 E4 Train has limited viewing of animal exhibits. orientation, and anticipate the availability of A28 A1 A-19 Rhino Holding food/restroom/retail/tickets/etc. A27 A20 A-20 Hay Barn V9 Prime location in center of Zoo is occupied by a A21 A-21waste treatmentHoofstock plant.Quarantine Barn E15 E2 E3 A-22 Zebra Holding E1 A-23 Kudu Holding A-24 Sable Holding E16 A-25 Bongo Holding A-26Dense existingCassowary tree Holding canopy throughout the site. A22 A-27 Marsh Trcatmun? Holding E17 A24 Long path to travel before first exhibit. A-28 Donkey Holding A23 A-29 Hippo Holding A-30 Crane Holding A25 A-31 Kangaroo Holding Limited climate-controlled space for guest services. A26 A-32 Gazelle Holding V2 Explore locating new buildings for centralized Conditionopportunities Key: for education, administration, and Codefood,Condition etc. at the main entrance. 1 Preserve - Building is structurally sound and fit to be used as-is or with minimal improvements V1 2 Needs further evaluation - Building may have significant issues, but may be preserved/restored pending further evaluation. 3 Demolish
Insufficient parking. Reconfigure parking to maximize, extend beyond treeline if necessary.
Improve entry sequence, explore option to re- locate Zoo Entry to the more heavily traveled Scale 1" = 250' Scotland Avenue. 250.0 ft N
2015.09.30 Progress Drawings Baton Rouge Zoo - Existing Building Inventory Plan CLR Design draft WORKSHOP #2 38 Site Feasibility Study BATON ROUGE ZOO OCTOBER 28, 2015 Zoo 2020 The Master Plan
Baton Rouge Zoo
From Humble Beginnings
Baton Rouge’s long history of realizing the importance of a zoo to the community started in the 1930s with a collection of animals displayed in City Park. A new zoo was a dream of the Recreation and Parks Commission, and in 1965, taxpayers passed a millage election that provided over three-quarters of a million dollars to build the facility. At that time a Zoo Director was employed to help design and implement plans for the Zoo. Matching funds were obtained from the Bureau of Outdoor Recreation.
Construction began in 1966 and the Baton Rouge Zoo first opened to the public on Easter Sunday, 1970. The residents of East Baton Rouge Parish fully embraced the concept of the new zoo, and a sense of ownership was instilled in the community, aided by the urging of television personality, Buckskin Bill. The words of Buckskin Bill, “Baton Rouge needs a Zoo” at the end of his television program rallied the residents of East Baton Rouge Parish. More than 600,000 pennies were collected which made the purchase of the Zoo’s first two elephants possible.
Over the past 41 years, the Zoo has grown to become the areas #1 year-round family attraction and Louisiana’s largest urban zoo. With over a quarter million guests each year, the Zoo attracts visitors of all ages and backgrounds, representing a great cross-section of the region. The Zoo has become the region’s favorite place for families and groups to discover the animal kingdom.
Baton Rouge Zoo’s Mission BREC’s Baton Rouge Zoo is a place where people connect with animals. We are therefore dedicated to cultivate an appreciation and concern for wildlife and wild places. We are committed to provide excellence in animal care and welfare, education, recreation, conservation and research that collectively inspire respect for nature.
A Center for Education
The Zoo conducts active outreach and in-house educational programs. These programs aim at making the public aware of problems confronting the wildlife of the world. Our educational programs reach thousands of students each year.
Educational programming includes activities such as: community outreach programs, reading programs, day camps, weekend classes, a Safari Nights overnight program, teacher workshops, and on-site live animal and artifacts encounters and demonstrations. The demand for our educational programs increases every year.
The Baton Rouge Zoo works closely with the Louisiana State University School of Veterinary Medicine. The Zoo serves as a living, learning laboratory for veterinarians of the future. Students work with the Zoo’s Veterinarian to conduct research on several species. The Zoo and LSU also have a cooperative internship program for a veterinarian seeking further education in the field of exotic animal medicine.
International Conservation The Zoo is home to more than 1,800 animals from around the world. The Zoo is very active in conservation programs with the international zoo community, including participation in 30 international Species Survival Plans (SSP) for critically endangered species.
National Recognition The Baton Rouge Zoo is accredited by the Association of Zoos and Aquariums, and was the first zoo in Louisiana to achieve this distinguished honor in 1977. The Zoo’s accreditation places it in the top 10% of zoos in the country. To maintain accreditation, the Zoo goes through a rigorous inspection process every five years.
Community Support BREC’s Baton Rouge Zoo is supported by the Friends of the Baton Rouge Zoo and the BREC Foundation. These organizations work closely with the Zoo to raise funds for capital projects. Friends of the Zoo also works to increase attendance by promoting membership and community involvement.
Zoo 2020 - The Master Plan
The modern zoo visitor expects more from a zoological park than ever before. The new look of BREC’s Baton Rouge Zoo showcases the biodiversity of a variety of animals. Species are exhibited in their respective zoo-geographic regions as opposed to the former taxonomical presentation. Our mixed-species habitats exhibit natural assemblages of wildlife, as they would be encountered in the wild. This facilitates the visitor’s learning experience and promotes natural behaviors of our animal collection. The continental or zoo-geographical theme provides the zoo visitor with an immersion experience rather than a passive role within their visitation. The visitor senses by sight, smell and feel the true relationship of the animal to its natural surroundings. Geographic areas to be featured include Realm of the Tiger; Africa / Life at the Serengeti; Australian Outback; South America Cloudforest Adventure; and Atchafalaya Basin.
When determining the design program for BREC’s Baton Rouge Zoo, concepts are influenced by studying the six major functions of a modern zoo. These functions are: Education, Conservation, Entertainment, Culture, Research and Economics. The Zoo’s design must satisfy these functions.
An exciting progressive Master Plan was approved for the Zoo in 1997 and revised in 2005. The face of the Zoo is already changing with its commitment of more than $10,000,000 in new exhibits and improvements to implement portions of the Master Plan. Through the generous support of East Baton Rouge Parish taxpayers, individual donors and corporate gifts, the following has already been completed:
1998 - George Felton Jr. Veterinary Hospital, Innovative waste water treatment system 1999 - Parrot Paradise, L’aquarium de Louisiane, Capital One Pavilion 2000 - Recycle water system 2003 - Jaguar & Spectacled Bear / South American Cloudforest Adventure - Phase I 2004 - The Otter Pond 2005 - Safari Playground, New educational graphics throughout the Zoo 2007 - Flamingo Cove, Land of the Giants 2008 - Conservation Plaza, Cypress Bayou Railroad Station, Flamingo Café Plaza, New Restrooms, Wildlife Safari Theater renovation, Zoo Maintenance facility 2010 - Realm of the Tiger
Projects already under construction or in the planning stages include: African Elephant Habitat, Africa / Life on the Serengeti South American Cloudforest Adventure - Phase II
Animal Adventures at the Baton Rouge Zoo Africa / Life on the Serengeti at the Baton Rouge Zoo
frica / Life at the Serengeti features giraffes, gazelles and ostriches to south Louisiana. This A grassy exhibit expands the current facility, providing space for a greater number of animals. A giraffe feeding station is a unique feature of the habitat. This exhibit is part of the first phase of the new African experience at the Zoo.
African Elephant Habitat at the Baton Rouge Zoo
early four decades ago, through the encouragement of popular children’s television personality N Buckskin Bill, area children contributed 600,000 pennies to buy the Zoo’s first elephants. Throughout the Zoo’s history, no animal has been more endearing to our guests than the world’s largest land mammal, the elephant. The new elephant habitat will provide over 3 acres of both grassy and forested habitat, allowing the Zoo to keep as many as 5 African elephants. The exhibit will feature a scenic watering hole, a memorial plaza and conservation pavilion. Important conservation messages about what the Baton Rouge Zoo is doing to help save elephants in the wild as well as the highly popular Elephant Demonstrations, presented by the zoo staff, will take place here. The Oasis viewing pavilion will provide a setting to bring back fond memories of early childhood for many of today’s adults who grew up watching Buckskin Bill. It will be a place to remember ‘the good old days’ when we all worked together to make wonderful things happen, like the Baton Rouge Zoo.
Elephant Watering Hole Flamingo Cove and Giants of the Islands at the Baton Rouge Zoo
oo guests can get up-close-and-personal to our spectacular flock of colorful Chilean Flamingos and Z our magnificent 700 pound tortoises from the Galapagos and Aldabra Islands. Both exhibits will be located next to the Flamingo Café, a great gathering spot for Zoo guests. The exhibits will assume a relaxing tropical theme and provide guests with an exciting opportunity to learn about these unique members of the animal kingdom.
Realm of the Tiger at the Baton Rouge Zoo
ealm of the Tiger immerses R Zoo guests in the sights and sounds of Asia. As they enter the world of the Tiger, guests will encounter the magnificent animals, including the Zoo’s rare white tiger and Bengal tigers as well as exotic birds and the highly vocal Siamang gibbons. The Realm is the focal point at the end of the Zoo’s Conservation Plaza, a premier exhibit location. Every Zoo visitor entering and leaving the Zoo will pass this blockbuster exhibit. Guests will learn the plight of the endangered tiger and the role the Baton Rouge Zoo plays in saving the species by working with conservationists in the tiger’s native habitat. BREC’s Baton Rouge Zoo has already engaged a nationally recognized exhibit design team to design and engineer this world class exhibit.
Realm of the Tiger entrance with rock garden and kio pond South American Cloudforest Adventure at the Baton Rouge Zoo
outh American Cloudforest Adventure will S continue to be developed as the Zoo converts its original bear exhibits into a landscaped immersion experience of the cloudforest. Habitats for spectacled bears and jaguars are complete, with future expansion to include a walk-through, free-flight bird exhibit and habitats for small mammals like sloth and the endangered golden lion tamarin.
Golden Lion Tamarin
Jaguar Flamingo Cove & Giants of the Islands
Africa / Life on the South American Serengeti Cloudforest Adventure
Realm of the Tiger & Birds of Asia walk-thru aviary
African Elephant Habitat Gateway to the World at the Baton Rouge Zoo
Gateway Bridge Conservation Learning Center at the Baton Rouge Zoo
onservation Learning Center will be used for hundreds of educational programs each year. C Center programs will focus on conservation and allow the Zoo to further expand its ability to meet the needs of the thousands of students who visit the Zoo each year. It will serve as the site for summer and holiday camps, Safari Nights overnight programs, and school group presentations. The Zoo currently cannot meet the needs of the many requests for on-site programs due to a lack of space, and the new Center will resolve this dilemma. The 8,000 square foot facility will include: a spacious entrance/ assembly area, three individual classrooms each holding a class of 35 students, an outdoor classroom/ covered patio, a 50-seat multimedia theatre, volunteer & staff work area/offices, Staff Resource Center/ Conference Room, restrooms, and animal holding rooms for animals to be used in educational presentations. Education is a keystone of the Zoo’s mission. The Zoo strongly believes in the philosophy of African ecologist Baba Dioum: “In the end we will conserve only what we love, we will love only what we understand, and we will understand only what we are taught.”
The Zoo is uniquely positioned to inspire young people to help preserve both wildlife and wild places. The Baton Rouge Zoo makes ed-Zoo-cation fun for thousands of visitors each year.
Conservation Learning Center’s outdoor classroom Conservation Plaza at the Baton Rouge Zoo
Conservation Plaza
he Conservation Plaza and the Gateway Bridge set the tone for the visitor’s around-the-world T journey. Banners featuring the Zoo’s critically endangered animals will be displayed on the Bridge and in the Plaza. This will challenge our guests to look for the many endangered and threatened animals found in the Zoo. A major feature of the Conservation Plaza will be a 48” floating black granite globe etched with continents, rivers and mountain ranges, reminding our guests that their Zoo’s conservation efforts have far-reaching effects around the world. Here, visitors will have the unique opportunity of learning about the Zoo’s many conservation programs. The Plaza will also include a colorful and patriotic flag court. Black granite globe
Cypress Bayou Railroad Station at the Baton Rouge Zoo
Cypress Bayou Railroad Station
o visit to the Baton Rouge Zoo is complete without a ride on the Cypress Bayou Railroad. The N Zoo has two scaled replicas of the famous C.P. Huntington locomotive originally built in the late 1800s. Train enthusiasts, young and old, delight on this journey into the unique Louisiana habitat which surrounds the core Zoo. Visitors will enjoy the comforts of the new Cypress Bayou Railroad Station, complete with a nostalgic ticket booth, spacious restrooms, and a relaxing place to wait for the next train excursion, all under one roof. As the train’s whistle sounds, families know another adventure begins.
Zoo entry plaza with Train Station addition Wildlife Safari Carousel at the Baton Rouge Zoo
ildlife Safari Carousel will bring a bit of the early 1900’s to the Zoo. Carousels were a popular W attraction in many parks around the country during this era. They are not only a work of art, but they inspire children to learn about nature. While carousels of yesteryear had horses, we will feature rare species such as tiger, giraffe, dart frog, elephant, gorilla, and cheetah. Riding the carousel is a memory that lasts a life time. The new carousel will be located at the entrance to the KidsZoo, a popular gathering spot for kids of all ages.
These popular carousels can be found in major zoos around the country Wildlife Safari Theatre
Conservation Learning Center
Conservation Plaza, Wildlife Safari Black Granite Globe Carousel and Flag Court
Cypress Bayou Railroad Station
Gateway Bridge
Entrance Plaza
Zoo 2020 The Master Plan
BREC Commission Members
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Friend of The Baton Rouge Zoo Board of Director
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Zoo Advisory Committee
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BREC Staff Members
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BREC’s BATON ROUGE
NNLOMMT Parish-Wide Community Survey June 2016
conducted by:
1 TABLE OF CONTENTS
I. Summary of Findings 3 II. Introduction / Methodology 6
III. Research Findings 8
A. General Opinions Toward BREC 10 B. BREC Communications 15 C. Visits to BREC’s Park Facilities 19 D. Election Issues 23 E. BREC’s Baton Rouge Zoo 32
IV. Sample Demography 41
BREC Percy & Company 2 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com I. Summary of Findings
Percy & Company conducted a door-to-door statistical survey of the EBR population for BREC in anticipation of a tax renewal to be on the parish ballot in November 2016. The survey also addressed tracking of voter attitudes from a 2013 survey. A total of 519 face-to-face interviews were conducted between Saturday June 4 and Saturday June 11, 2016. The following are the principal findings of this effort.
Fully 86.6% rate the job BREC is doing as ‘Excellent’ [49.3%] or ‘Good’ 39.3%.
Scores are significantly improved over 2013 measures. Inner city [70802, 05 and 07] as well as the Northern area [BZC] rate BREC highest.
‘Sports’, ‘Walking and Jogging Trails’ and ‘Activities for Children’ are named most often on a top-of-mind basis as the most important things BREC does for the community.
Ratings of BREC on a variety of measures [Trustworthiness, Spending Taxes Wisely, Parks Benefitting Families, Providing park Security Being Responsive to the Public and Park Maintenance] all show significant increases in ratings compared to 2013 poll results.
Voters in Baton Rouge claim to get their information about BREC events form a variety of sources. Local News, on-line/Social Media and Family and Friends [Word-of-mouth] are the most named sources of information about BREC.
BREC Percy & Company Community Survey Market Research Strategic Planning 3 June 2016 www.percyandcompany.com The most visited parks as named by the respondents are. . . • Greenwood • Highland Rd. • Howell Park • Perkins/Olympia/Kenilworth • Liberty Lagoon • Independence
Asked to name things they most like about BREC we see . . .
• Parks are well maintained / Clean [85 mentions] • Activities / Programs / Recreation [83 mentions] • Sports / Exercise [68 mentions] • Activities for Kids / Safe for Kids [50 mentions]
Approximately one-half of the sample had ‘No comment’ on ‘Thing Liked Least about BREC. The most named things liked least, though, would be . . .
• Bathrooms/ Cleanliness [42 mentions] • Crime / Safety / Security [26 mentions] • Not Enough Activities [24 mentions] • Need Better Maintenance [24 mentions]
BREC Percy & Company 4 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com In a straw poll 80% claim they would support the 3.96 mil tax renewal in November. Those opposed [9.3%] claim ‘Taxes too High’ or ‘No Taxes at all’ rather than specific issues with BREC for their opposition to the renewal.
Approximately one-half have claimed to heard stories about the Zoo and name ‘Moving’ or ‘Animals dying’ as the news or story they have heard.
Asked if they would support a Zoo Renovation / Upgrade we see 48.9% would ‘Support Strongly’ and 10.2% would ‘Support somewhat’. Fully 1/3 are ‘Undecided.
• Support for a Zoo upgrade is strongest in zips 70802,05, 07 as well as East of Airline and in the Baker/Zachary/Central areas. • Persons in South BR and the SE area [zips 70816 and 17] are more likely ‘Undecided’. • Most respondents agree . . . ‘The Zoo Needs an Upgrade/Renovation’.
Support for a Relocation of the Zoo is strongest in the SE and SW areas of the parish [70816,17,10,20,09] as well as in the Inner City [70802,05,07].
Opposition to a moving of the zoo is greatest East of Airline and in the North [Baker/Zachary/Central].
BREC Percy & Company 5 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com II. INTRODUCTION / METHODOLOGY
Percy & Company conducted a statistical survey of 519 households in neighborhoods East Baton Rouge Parish on Saturday, June 4 through Saturday June 11, 2016. Applying standard statistical methods, overall full sample results presented herein can be considered accurate to +/- 4.8% at the 95% level of confidence..
Households were chosen as a geographic, demographic and socio-economic representation of the entire parish population.
The sample of 519 households was divided as follows:
EBR Population by Zip Codes Sampling Quotas for N= 400 Survey Plus Selected Oversampled Zips Zip Code Population % of 420,000 Survey Quota First Wave Additional Total 2016 Actual Sampling Sampling 70802 27,800 6.6 27 27 2 29 70803 3,500 .8 70805 31,117 7.4 30 31 + 10 41 70806 26,025 6.2 25 30 30 70807 19,000 4.5 18 26 + 10 36 70808 33,200 7.8 31 32 32 70809 24,015 5.7 23 24 24 70810 37,500 8.8 35 34 34 70811 12,900 3.1 12 12 +12 24 70812 11,800 2.9 12 13 13 70814 14,000 3.3 13 16 + 10 26 70815 28,600 6.9 21 21 21 70816 38,200 9.0 36 36 13 49 70817 33,400 7.9 32 29 13 42 70818 [Central] 10,000 2.4 10 10 10 20 70819 4,862 1.2 5 9 9 70820 17,500 4.0 16 13 13 Baker – 70714 21,200 5.0 20 22 + 10 32 Zachary – 70791 24,000 5.7 23 23 + 10 33 GW Sprgs. - 70739 13,000 3.1 13 11 + 10 21 Table 1b (to be read vertically) Pride - 70770 3,800 1.0 4 4 4 Slaughter 70777 4,000 [LT ½ in .5 2 2 2 EBR] 6 Total 420,000 102.0 410 411 + 108 519 7 In addition to the analysis of data by zip code area, we further grouped the parish into geographic zones for easy assimilation of responses to the survey issues – also to be consistent and comparable with past survey efforts for BREC. These geographic areas are as follows:
➢ Scotlandville and Inner City: Zips 70802, 70805 and 70807 ➢ South BR – Zips 70806, 70808 and 70815 ➢ East of Airline – Zips 70811, 70812, 70814, 70819 ➢ Southwest BR – Zips 70810 and 70820 ➢ SEBR – Zips 70809, 70816 and 70817 ➢ NEBR Parish [Baker, Zachary, Central, Greenwell Sprgs] 70714, 70739, 70748, 70770, 70777, 70791
You will further note that we collected a sample of 411 household in our ‘First Wave’ of data collection. This sample is our ‘Total’ column in all of the tables to follow as it represents the proportional sampling of the EBR population. In tables where results are presented for geographic areas, the percentages reflect oversampling of those areas of greatest importance to the upcoming election.
BREC Percy & Company Community Survey Market Research Strategic Planning 8 June 2016 www.percyandcompany.com III. RESEARCH FINDINGS
In the following presentation of findings from our survey you will note:
Results are not always presented in the same order as questioned on the actual survey, but in a logical flow to enhance the overall understanding of the findings.
We present the results by ‘full sample’ as well as by relevant geographic areas on questions/issues of strategic significance..
Demographic analysis is included with each tabulation in narrative form.
BREC Percy & Company 9 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com A. General Opinions Toward BREC
Question: “Overall, how would you rate the job BREC is doing?”
Question: “In your opinion, what is the most important thing BREC provides to EBR parish?
Question: Ratings of BREC performance on Key Issues
BREC Percy & Company 10 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com The first question on our survey asked . . . “Overall, how would you rate the job BREC is doing?” The table below presents responses to this query.
‘13 All Inner SBR EAL SW SE N City Excellent 25.2 49.3 58.2 43.4 46.4 48.9 48.3 50.9 Good 57.6 39.3 26.6 48.2 42.0 44.7 41.6 32.7 Not so 6.0 6.2 13.1 2.4 8.7 2.1 4.5 9.1 Good Poor 2.2 2.1 2.5 3.6 0.0 0.0 1.1 5.5 Don’t 9.0 3.1 2.5 2.4 2.9 4.3 4.5 1.8 Know Total N 404 423 79 83 69 47 89 55
As you can clearly see above, across EBR 88% of respondents give BREC ‘Excellent’ or ‘Good’ Ratings overall. This is consistent in all geographic zones – and – somewhat higher [significantly] than 2013 ratings!
Demographically we see younger persons [under age 45 years] giving BREC higher ratings as well as persons with children [2 or more] in the household. No differences are detected between races or gender on this question.
BREC Percy & Company Community Survey Market Research Strategic Planning 11 June 2016 www.percyandcompany.com “In your opinion, what is the most important thing BREC provides to the community of Baton Rouge?”
1st Mention N 2nd Mention N 3rd Mention N Total Mentions Sports /Physical Activity / 77 76 47 200 Exercise Walking/Running/Hiking Trails 36 39 19 94
Kids Activities /Good for 51 18 19 88 Kids/Safe Playgrounds / Swings / slides 29 29 19 77
Parks / Open Space 47 13 6 66
Activities / Recreation 26 25 10 61
Recreation Centers / Picnic Areas 15 22 11 48
Lakes / Fishing / Canoes 20 11 11 42
Water Parks / Swimming Pools 16 15 9 40
Summer Programs 3 4 11 18
Dog Parks 7 4 6 17
Zoo 5 4 9
Family/ Community Activities 3 6 5 14
Other 10 19 8 37
Sports, walking trails, children’s activities and ‘Playgrounds’ are considered the ‘Best’ thing provided by BREC.
BREC Percy & Company Community Survey Market Research Strategic Planning 12 June 2016 www.percyandcompany.com You will note in the table below that ALL BREC scores are improved compared to 2013 with all ‘Strongly Agree’ measures higher and ‘Negatives’ significantly reduced.
Please tell me if you Agree Strongly, Agree Somewhat or Disagree with the following statements. Strongly Agree Disagree Don’t Agree Somewhat Know
BREC can be trusted 66.4 26.8 2.8 3.8 ‘13 40.5 44.1 7.4 8.0 BREC spends tax money wisely. 58.1 24.6 5.9 11.4 ‘13 31.1 41.7 11.3 15.9 BREC parks and facilities benefit me 66.1 25.6 7.4 2.6 and my family. ‘13 49.5 32.8 16.0 1.7 BREC parks and facilities are a 57.5 31.3 5.5 5.5 source of pride for the people of ‘13 53.6 37.0 5.5 3.9 EBR parish. BREC parks help reduce crime in our 43.1 32.5 11.6 12.8 parish ‘13 27.2 36.1 24.6 12.1 BREC parks and facilities help 55.7 28.4 6.4 9.5 reduce obesity in our parish. ‘13 30.5 39.7 20.3 9.5
Note: 2016 scores in BOLD
BREC Percy & Company Community Survey Market Research Strategic Planning 13 June 2016 www.percyandcompany.com Below you will see that all scores for BREC in 2016 also exceed 2013 measures. Further, ‘Negative’ ratings are significantly reduced on all measures. Would you say BREC is doing and Excellent, Good, Not so Good or Poor job of . . . Excellent Good Not So Poor Don’t Good Know Providing Park Security 37.4 38.6 14.2 3.1 6.6 16.1 34.5 22.3 8.9 18.2 Getting input from the 42.6 39.8 8.5 2.6 6.4 public 20.0 44.4 17.4 4.5 13.7 Keeping the public 41.3 37.1 13.3 2.6 5.7 informed 20.4 48.7 17.8 5.1 8.0 Being Responsive to the 40.9 38.9 9.7 2.2 8.2 public 20.9 49.8 12.5 4.7 12.1 Maintaining the Parks 55.4 35.5 4.8 1.7 2.6 30.8 56.1 6.9 2.8 3.4 Making improvements 46.7 31.2 6.7 3.8 11.7 they said they would 23.3 46.8 11.0 2.5 16.4 make Offering programs you 50.6 36.8 5.5 2.1 5.0 and your family enjoy 30.7 45.1 11.5 3.2 9.6 2016 Scores in BOLD – 2013 below.
BREC Percy & Company Community Survey Market Research Strategic Planning 14 June 2016 www.percyandcompany.com B. BREC Communications
Question: “How do you learn about events and activities at BREC parks?”
Question: “Do you know the difference in BREC Community and Neighborhood parks?”
Question: “Are you aware that BREC is working on a system of connectivity trails in the parish?” Question: “How Familiar are you with BREC parks and facilities?”
BREC Percy & Company Community Survey Market Research Strategic Planning 15 June 2016 www.percyandcompany.com “How do you learn about events and activities at BREC parks?”
1st Mention 2nd Mention 3rd Mention Total N N N Mentions Local News / TV 91 64 25 180
On-line / Social media / Web 81 48 27 156
Word of Mouth/ 63 49 27 139 Family/Friends Poster / Flyers / signs/ 46 29 13 88 Brochures Newspaper 38 25 21 84
Radio 6 12 6 24
School 8 6 3 17
Summer Programs 3 4 11 18
At Parks 13 4 1 18
Sports Events 3 3
Library 1 1
Other 18 8 7 33
BREC Percy & Company 16 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com While most respondents feel they know the difference between neighborhood and community parks [67.8%], less than half [46.2%] are aware of BREC’s initiative to build connected trails for jogging and bike riding.
Do you know the difference between BREC Community and Neighborhood parks? ALL Inner SBR EAL SW SE North City Yes 67.8 72.2 75.3 54.4 35.7 76.1 79.6 No 22.8 20.2 22.2 30.9 54.8 11.4 10.2 Don’t Know 9.3 7.6 2.5 14.7 9.5 12.5 10.2 Are you aware that BREC is working on a system of connectivity trails in the parish for walking jogging and bike riding?
ALL Inner SBR EAL SW SE North City Yes 46.2 55.4 54.3 34.3 35.7 44.8 44.9 No 43.2 36.4 40.7 50.7 54.8 47.1 30.6 Don’t Know 10.6 7.8 4.9 14.9 9.5 8.1 24.5
BREC Percy & Company Community Survey Market Research Strategic Planning 17 June 2016 www.percyandcompany.com Awareness/Familiarity varies with the facilities queried, however, you will note 1/3 believe Blue Bayou to be a BREC facility and 1/3 do not know that Liberty Lagoon is a BREC facility.
For each of the following, please tell me how familiar you are with each and whether you think it is a BREC or private recreational facility. Familiar with? A BREC facility? Very SW Not Yes Not Don’t Familiar Familiar Familiar BREC BREC Know Bluebonnet 36.4 27.5 36.1 54.0 4.8 41.3 Swamp Nature Center Central Sportsplex 26.2 19.8 59.8 69.1 6.2 24.7 Hilltop Arboretum 21.9 28.2 49.9 63.3 15.6 21.1 Liberty Lagoon 52.7 21.0 26.3 35.8 5.5 58.7 Magnolia Mound 25.7 27.9 46.4 63.3 9.3 27.5 Farr Horse Center 15.5 25.0 59.5 67.7 8.3 24.0 Blue Bayou Water 75.5 12.7 11.8 33.2 44.6 22.2 Park
BREC Percy & Company Community Survey Market Research Strategic Planning 18 June 2016 www.percyandcompany.com C. Visits to BREC Parks
Question: “How many times have you been to BREC parks and recreation centers in the past year?”
Question: “Which parks have you/your family visited ?”
Question: “What is the main reason you visit BREC parks?
BREC Percy & Company Community Survey Market Research Strategic Planning 19 June 2016 www.percyandcompany.com About how many times have you been to a BREC park or recreational facility in the past year? ‘13 All IC SBR EAL SW SE N None [0] 21.3 9.6 12.7 5.0 10.1 2.1 12.6 12.9 One to Five times 37.4 40.1 41.8 47.5 43.5 31.9 36.8 35.2 Six to 10 times 13.6 20.9 17.7 26.3 13.0 19.5 30.0 14.8 11 to 20 times 9.9 11.1 10.1 8.8 11.6 12.8 9.2 16.7 Over 20 times 17.0 18.3 12.7 12.5 21.7 34.0 11.5 20.4 Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100. Table to be read vertically 0
As shown above, visitation to BREC parks is consistent with 2013 visitation among our sample. Overall visitation appear to be stronger [at least once] among person in South BR and the SW geographic areas.. While all demographic groups use the parks, we do see that younger persons – with children – report more frequent visitation as well as do Caucasians as compared to African-Americans.
BREC Percy & Company 20 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com “Which BREC Parks have you/your family visited in the last year?”
Anna T. Jordan - 2 City Park – 26 Howell – 55 Sherwood – 15
Baker Park – 4 Clark – 3 Independence – 28 Skate Park – 10
Baseball Park – 1 Comite River – 5 Jefferson – 15 Spanish Town – 4
Bluebonnet - 16 Cypress Ridge – 2 Jefferson Terrace – 2 Wampold – 2
Blue Bayou - 25 Farr – 7 Olympia/Kenilworth – 21 Water parks – 5
BREC Parks – 8 Forest Park – 6 Liberty Lagoon – 20 Westminster – 2
Brooks – 2 Goodwood – 17 Magnolia Mound – 7 Zoo – 9
Burbank – 14 Greenwood – 87 Mary J. Lands – 8 Zachary - 4
Camelot - 3 Groom – 1 Mayfair – 5 Rock Climbing – 2
Dog Park/Canes – 12 Gus Young – 4 N. Sherwood – 3 Sportsplex - 6
Capital – 3 Highland Rd. – 26 North St. – 6
Cedar Ridge – 2 Harell’s Ferry Rd. - 4 Oak Villa – 3
Central 7 Hilltop – 10 Perkins Rd. - 38
Church St. 19 Hooper Rd. – 6
BREC Percy & Company 21 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com What is the Main reason you visit BREC parks? Bring the Kids/Grandkids - 48 It’s fun - 26 Soccer – 3
Walking - 36 Games – 4 Softball – 2
Family / Family Outing - 29 Golf – 6 Sports – 5
Exercise - 26 Horse Riding – 1 Bike Trails – 3 To Relax/Fresh Air - 21 Like the Facilities – 2 Swim – 2
Biking – 3 Parties – 3 Tennis – 6
Classes / Seminars - 5 Playground – 15 Lakes / Fishing – 5
Activities - 5 Picnic – 6 Water Park / Water - 5
Dog Park - 6 Recreation – 11 Enjoy the Parks - 6
Events / entertainment - 3 Rock Climbing – 5
Dog Park - 6 Running - 3
Events / entertainment - 3 Skating - 2
BREC Percy & Company Community Survey Market Research Strategic Planning 22 June 2016 www.percyandcompany.com D. Issues for Election
Question: “How important is it that you and your family have quality recreational facilities?”
Question: “What do you like BEST about BREC?
Question: “What do you like Least about BREC?”
Question: “Do you believe parks help people live a more active lifestyle which helps prevent obesity?”
Question: “Do you believe BREC has enough facilities to serve EBR parish?”
Question: “Considering what you pay, how would you rate the value BREC provides?”
Question: “In the November tax renewal, do you think you will support BREC.”
BREC Percy & Company Community Survey Market Research Strategic Planning 23 June 2016 www.percyandcompany.com As shown below, attitudes across the community have changed very little since 2013 regarding the importance of quality recreational facilities. You will note that such facilities are more important to the Inner City [70802, 05 and 07] as well as East of Airline Highway areas than they are to other areas. They are, however, ‘Very Important’ to every geographic subdivision of the community.
“How important is it that you and your family have quality recreational facilities?” 2013 All IC SBR EAL SW SE N Very Important 70.0 78.1 89.7 64.2 83.8 85.1 78.4 67.9 Somewhat Important 23.6 13.7 5.1 21.0 8.8 8.5 18.2 18.9 Not Important 6.2 4.6 2.6 13.6 2.9 0.0 1.1 5.7 Don’t Know .2 3.6 2.6 1.2 4.3 6.4 2.3 7.6
BREC Percy & Company 24 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com What do you like BEST about BREC? 1st Mention 2nd Mention 3rd Mention Total Mentions Well Maintained/Always 60 13 10 83 Improving/Clean/Nice Activities / Programs / 57 18 8 83 Recreation Sports / Exercise 28 36 4 68 Activities for Kids / Safe - 32 10 8 50 Good for Kids Trails / Walking 21 9 2 32 Playgrounds 25 4 1 30 Open Space / Trees / 22 8 0 30 Outdoors Lakes / Fishing 18 5 0 23 Waterparks 11 9 2 22 Convenient / close 14 1 0 15 Swimming Pools 8 4 3 15 Facilities / Picnic Areas / 9 4 1 14 Gyms Everything 10 0 0 10 Camps 5 5 1 11 Biking 8 1 0 9 Affordable 7 1 0 8 25 Other 30 17 7 54 In the previous table we show that having well-maintained parks and facilities, Programs and activities, Sports and a safe place for children are the ’Best’ things about BREC. Below we see that approximately half of our sample [235 persons] have ‘no comment’ or ‘no complaint’ about BREC when asked what they ‘Like Least’.
What do you like LEAST about BREC? 1st Mention 2nd Mention Total Nothing – No Complaints 107 1 108 Don’t Know / No Answer 126 127 Bathrooms / Cleanliness 41 1 42 Crime / Safety / Security 21 5 26 Not enough Activities 21 3 24 Maintenance / Cleanliness 18 6 24 Taxes / Cost 6 6 Hours 5 5 Sports-Related Issues 4 1 5 The Zoo 6 6 Lighting 2 2 Crowds 2 2 Other 37 3 40
BREC Percy & Company 26 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com “Do you believe that parks can help people live and more active lifestyle which helps prevent obesity and other health related problems?” All IC SBR EAL SW SE N Yes 87.7 88.6 82.9 85.3 93.3 93.3 83.0 No 3.9 1.3 11.0 2.9 7.6 Don’t Know 8.4 10.0 6.1 11.8 6.7 6.7 9.4
BREC Percy & Company 27 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com “Do you agree or disagree that BREC currently has enough facilities to meet the needs of EBR parish residents?” All IC SBR EAL SW SE N Strongly Agree 58.8 73.1 54.4 60.4 51.1 60.1 69.0 Somewhat Agree 30.7 18.3 40.5 26.4 35.6 31.9 18.3 Somewhat Disagree 6.5 7.7 11.0 8.9 6.2 4.2 Disagree Strongly 3.4 1.0 5.0 2.2 4.4 1.8 7.0
BREC Percy & Company 28 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Below one can clearly see that for 2016 citizens of EBR feel that BREC offers more value for the $ [49%] than do other parish agencies. Further, these results show significant increase over 2013 ratings.
“Considering what you get for what you pay, would you say BREC provides more value, less value or about the same value as other parish agencies?” 2013 All IC SBR EAL SW SE N More value for the $ 35.6 49.4 50.0 43.2 49.5 61.4 45.5 59.3 Less Value for the $ 7.0 9.7 5.8 7.4 11.0 6.8 14.3 3.7 About the Same value 43.5 40.9 44.2 49.4 39.5 31.8 40.2 37.0
BREC Percy & Company 29 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com When asked their level of support for a BREC 3.96 mil tax renewal on the ballot in November we see 80.5% will ‘Strongly’ or ‘Probably’ support the tax. Further, compared to a similar tax initiative in 2013 we see much stronger support and a lesser ‘Negative’ response.
“In November BREC will have a tax renewal of 3.96 mils on the ballot. This tax, Which you already pay, is used to maintain and operate your parks and provide programs. If this tax renewal election ere held today, do you think you would . . . ?” 2013 All IC SBR EAL SW SE N Strongly Support 21.4 59.3 49.5 49.4 56.5 61.7 65.5 41.7 Probably Support 44.1 21.2 22.8 24.7 18.5 27.7 21.2 20.8 Probably Not Support 17.9 3.9 2.9 2.5 5.4 2.1 1.0 6.9 Definitely Not Support 13.4 5.4 12.4 8.6 13.0 2.1 1.8 11.1 Undecided 3.5 10.0 12.4 14.8 6.5 6.4 10.6 19.4
Further note that support is over 70% in all geographic areas surveyed.
Demographically: African-Americans appear to support the tax slightly more strongly than do Caucasians, who show higher levels of ‘Undecided’ voters. Also, younger persons [under age 45] appear more positive.
BREC Percy & Company 30 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Why do you think you will not support the BREC tax renewal?
Probably Not Support:
▪ Too many Taxes /Too High – 9 responses ▪ Just not Interested in BREC – 3 responses ▪ BREC broke promises last renewal – 1 response
Definitely Not Support:
▪ No Taxes / Too High – 26 responses ▪ Not Interested in BREC – 5 responses ▪ Poorly Managed – 4 responses
BREC Percy & Company 31 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com E. BREC’s Baton Rouge Zoo
Question: “Have your read or heard anything about BREC’s Baton Rouge Zoo lately?” Question: “What have you heard?”
Question: “Do you think you will support a major upgrade to the Zoo?”
BREC Percy & Company 32 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Nearly half of our sample have heard news stories regarding the zoo. As the table below presents, awareness is greatest in South BR.
“Have your read or heard anything about the Baton Rouge Zoo lately?” All IC SBR EAL SW SE N Yes 46.3 52.0 68.3 48.5 55.3 46.1 50.0 No 53.7 48.0 31.7 51.5 44.7 53.9 50.0
BREC Percy & Company 33 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com On a pure Top-of-Mind basis we see that ‘Moving/Relocating’ with 128 mentions [24.7%] is the most often given response followed by ‘animals Dying’ with 64 responses.
What have you heard about the zoo? Mentions The Zoo is Possibly Moving / Relocating 128 Animals Dying 64 Expansion / Renovation 15 Animals Sick 9 Poor Facilities 6 New Animals 4 Good Facilities / Nice things 2
BREC Percy & Company 34 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Where did you hear this? Mentions WAFB 23 TV 16 “The News” 15 Word-of-Mouth / Friends and Family 14 The Advocate 11 Newspaper 9 Channel 2 8 Channel 9 6 Internet 7 Facebook 6 Business Report 3 BREC 3 Radio 2 WBRZ 2
TV news [primarily WAFB] is the source of Zoo information regarding a move and/or animal welfare. You will note, though, most persons were unable to give the exact source of their information.
BREC Percy & Company 35 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com “Have your read or heard about BREC and Friends of the Zoo studying the possibility of a dramatically re-imagined and more sustainable zoo? All IC SBR EAL SW SE N Yes 29.5 23.1 23.5 32.4 36.2 23.0 49.1 No 70.5 76.9 76.5 67.7 63.8 77.0 50.9
You will note awareness of the zoo considering a move is greatest in the Northern part of the parish. Further, ‘News Reports’ are the source as few claim to have reads the full consultants’ report.
If Yes Above: “Where did you see or hear this?” All IC SBR EAL SW SE N
“Saw or read 7 3 2 1 1 the full report.” ‘The News’ 67 9 7 15 13 15 8 Other 21 3 5 2 1 4 6 Total N= 95
BREC Percy & Company 36 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Support for a major upgrade of the zoo is strong [58%] – particularly in the Inner City, North and East of airline areas. You will note support is least in SBR, the SW and SE portions of the parish. Two of these areas, though, show high levels of ‘undecided’ responses approaching 50% [SBR and SE].
“Based on the information you have today, would you be in support of a major upgrade to the current zoo?” All IC SBR EAL SW SE N Support 48.9 61.0 31.7 61.6 37.8 35.5 56.9 Strongly Probably 10.2 7.6 13.4 9.32 13.5 11.8 5.6 Support Probably 1.0 1.2 1.2 5.4 .9 Not Support Definitely 3.5 5.7 2.4 2.3 8.1 2.9 2.8 Not Support Undecided 36.4 25.7 51.2 25.6 35.1 49.1 34.7
BREC Percy & Company 37 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Why support or not?
Support Strongly: Why? Probably Support: Why?
▪ Zoo Need Improvement / Renovation – 81 ▪ Zoo Needs Improvement / Renovation – 21 ▪ To Make the Zoo Better – 28 ▪ Better Conditions for the animals – 6 ▪ Better for the Kids – 25 ▪ To make it a better attraction – 4 ▪ Better conditions for the animals – 19 ▪ Better for the kids – 5 ▪ Keep it Where it is – 11 ▪ Good for the Community – 4 ▪ Good for the Community – 6 ▪ Keep it where it is - 2 ▪ I love the Zoo! – 6 ▪ More Convenient/ More Revenue – 5 ▪ Move to Better Neighborhood – 4 ▪ Don’t Move it – 3
Probably Not Support: Why? Definitely Not Support: Why?
▪ Leave it where it is – 3 ▪ Been there a long time – 1 ▪ Cost too much - 2 ▪ Don’t cage animals – 1 ▪ Keep it where it is - 1
Demographically we see Females giving slightly stronger support for the zoo – as do persons with 2 or more children in the household; African-Americans more so than whites, however, all groups show a majority in favor of renovation of the zoo.
BREC Percy & Company 38 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Given more information about visitation levels and upgrades to Greenwood Park, we see some shifts in support, however, we see increases in opposition in the North and East of Airline.
“Do you think you would support BREC moving the zoo to a new and re-imagined facility in order to attract more visitors – which would bring an upgrade and expansion to Greenwood Park?” All IC SBR EAL SW SE N Support 44.0 48.5 30.5 36.2 55.3 43.4 37.0 Strongly Probably 11.5 7.6 12.2 12.8 14.9 12.4 5.5 Support Probably 4.1 4.8 2.4 4.3 8.5 .9 2.7 Not Support Definitely 9.1 8.6 3.7 22.3 4.3 4.3 23.3 Not Support Undecided 31.3 30.5 51.2 24.5 17.0 43.4 31.5
BREC Percy & Company 39 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Why or Why not Support Zoo Move?
Support Strongly: Probably Support:
▪ To Get Better Zoo – It needs Upgrade – 139 ▪ To get a Better Zoo – Needed – 24 ▪ Present Location not convenient –bad area – 9 ▪ To improve Attendance – More visitors – 9 ▪ For the Community – economy – 9 ▪ Depends on where it is moved – 9 ▪ To get more visitors – 6 ▪ For the animals – 4 ▪ For the kids – 2 ▪ So I don’t have to go to N.O. - 2 ▪ “Keep it in Baker” - 5
Probably Not Support: Definitely Not Support:
▪ Leave it in Baker – 9 ▪ “Don’t Move Zoo from Baker” – 36 ▪ Depends on where it is moved – 3 ▪ Baker / NBR Needs the zoo / Econ. Development – 9 ▪ Don’t like zoos - 1 ▪ Upgrade where it is – 4 ▪ Stay – It is historic - 6
Undecided:
▪ “Too far now.” ▪ “Will attract more people.” ▪ “Greenwood is nice but the zoo is important.” ▪ “People in Baker are against moving the zoo!”
BREC Percy & Company 40 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com IV. SAMPLE DEMOGRAPHY
The following charts present the demographic breakdown of the 519 survey respondents on six attributes – gender, age, race, number of children living in household, number of adults in household and type of housing.
Gender AGE 60.00% 53.80% 0.3 25.60% 50.00% 46.20% 0.25
40.00% 21.00% 20.60% 0.2 18.20%
30.00% 15.00% 0.15 20.00% 9.90% 0.1 10.00% 0.05 0.00% 1 0 Male Female Age 18-24 25-34 35-441 45-54 55-64 65+
Chart 1 Chart 2
BREC Percy & Company 41 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Race Number of Adults in Household 60.00% 60.00% 55.40% 50.80% 50.00% 50.00% 42.50% 40.00% 40.00%
30.00% 30.00% 24.20%
20.00% 20.00% 9.90% 8.90% 10.00% 6.70% 10.00% 1.00% 0.60% 0.00% 0.00%
African-American Caucasian Other One Two Three Four Five or More NA
Chart 3 Chart 4
Number of Children < 18 in Household Type of Housing 45.00% 41.40% 100.00% 40.00% 88.30% 90.00% 35.00% 80.00% 30.00% 24.70% 70.00% 25.00% 20.00% 60.00% 20.00% 50.00% 40.00% 15.00% 10.40% 10.00% 30.00% 20.00% 5.00% 2.40% 1.20% 9.90% 10.00% 0.00% 1.80% 0.00% Zero One Two Three Four Five or More Single Family Home with Yard Duplex with Yard Apartment
Chart 5 Chart 6
BREC Percy & Company 42 Community Survey Market Research Strategic Planning June 2016 www.percyandcompany.com Comparison of Demographic Sampling with 2013 Survey
Because we used a different data collection methodology [door-to-door and not telephone] it is important to compare the demography of the 2013 sampling when viewing trend data. Please refer to the table below.
2016 2013 % %
Gender
Male 46.2 44.7
Female 53.8 55.3
Age
18-24 18.2 29.5
25-34 21.0
35-44 25.6 21.8
45-54 20.6 25.5
65+ 15.0 17.9
NA 9.9 5.2
Race
Caucasian 50.8 54.0
African-American 42.5 42.5
Other 6.7 3.5
# Children in HH
0 41.4 65.1
1 20.0 17.0
2 24.7 9.7
3 10.4 3.5
4+ 3.6 3.9 43