FEASIBILITY STUDY FOR A WISCONSIN PUBLIC AQUARIUM By Randall M. Korb A Project submitted in partial fulfillment of the requirements for the degree MASTER OF SCIENCE College of Natural Resources UNIVERSITY OF WISCONSIN Stevens Point, Wisconsin December, 1988 APPROVED BY THE GRADUATE COHHIITEE OF: 1 ! / Dr. ichael P. Gross, Committee Chairman Professor of Environmental Education and Interpretation College of Natural Resources Dr. James W. Hardin Professor of Wildlife Dr. Garry N. Kopf ssociate Professor Biology ACKNOWLEDGEMENTS I dedicate this work to the memory of my parents who by their examples taught me what is true and right. I express my deep gratitude to those people without whom this study would not have been possible: To my advisory committee members James Hardin, Garry Knopf and Fred Copes for their encouragement and timely suggestions; to Phil Cochran for his inspiration and friendship and to Michael Gross for his understanding and guidance. To Chuck and Juel Krueger for their generosity, and especially, to Karen for her support, patience and love. iii TABLE OF CONTEHTS ACKNOWLEDGEMENTS ................................................. iii LIST OF TABLES • • • • • . • • • • . • . • . • • . • . • • . vi LIST OF FIGURES .••••.••••...••........•..•....•......••.......... viii CHAPTER I. INTRODUCTION •••••••.••••••••••.•.••••••••••••.••••••••••••• 1 Goals and Objectives 5 Need for a Public Aquarium in Wisconsin ••••••••••••••••• 6 II. AQUARIUM INFORMATION ••••••••••••••••••••••••••••••••••••••• 18 Overview of Major North American Aquariums •••••••••••••• 18 Overview of Small- and Medium-Sized United States Aquariums 28 III. PROGRAM PLAN ••••••••••••••••••••••••••••••••••••••••••••••• 37 Program Summary 37 Organizational Themes 41 Exhibit Themes .......................................... 42 Exhibit Scenarios 43 Special Exhibitions 48 IV. MAR.KET ANALYSIS ••••••••••••••••••••••••••••••.••••••••••••• 49 Green Bay Market Analysis 50 Oshkosh Market Analysis 67 Stevens Point Market Analysis •••••••••••••••••••••••••••• 85 v. FINANCIAL FEASIBILITY STUDY •••••••••••••••••••••••••••••••• 96 Green Bay Financial Study 96 Oshkosh Financial Study 100 Stevens Point Financial Study 104 Funding Sources 107 VI. AQUARIUM SITE SELECTION AND EVALUATION •••••••••••••.••••••• 113 Green Bay Aquarium Sites 114 Oshkosh Aquarium Sites 119 Stevens Point Aquarium Sites ••••••••••••••••••••••••••••• 128 iv VII. SUMMARY • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 133 BIBLIOGRAPHY • • • • • • • . • • • • • • • • • . • • . • • • . • • • • • • • • • • . • • • • . • • • • • • • • • • • 137 APPENDICES • • • • • • • • • • • . • • • • . • • • • • • . • • • • • • • • • . • . • • • • • • • . • • • • • • • • • • 14 1 A • Funding Programs • . • • . • • • • • • • • • • • • • • • . • • • • • • • • . • • . • • . • • • • • 14 1 Wisconsin Development Fund-- Economic Development Program ••••••••••••••••••••••• 142 Wisconsin Development Fund-- Major Economic Development Projects •••••••••••••••• 143 Urban Development Action Grants ••••••••••••••••••••••• 144 Wisconsin Coastal Management Program Grants ••••••••••• 145 V LIST OF TABLF.s Table 1. General characteristics of major North American aquar i urns • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 26 Table 2. Operating characteristics of major North American aquar i urns • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 27 Table 3. Financial performances of major North American aquar 1 ums • • • • • • • • . • • • • • • • • • • • • . • • . • • . • • • • • • . • • • • • • • • • • 28 Table 4. General characteristics of small and medium-sized United States aquariums ••••••••••••••••••••••••••••••• 35 Table 5. Operating characteristics of small and medium-sized United States aquariums ••••••••••••••••••••••••••••••• 36 Table 6. Financial performances of small and medium-sized United States aquariums ••••••••••••••••••••••••••••••• 36 Table 7. Green Bay resident market size •••••••••••••••••..••••• 53 Table 8. School-aged children (ages 5-17) in Green Bay resident market ....................................... 53 Table 9. Operating characteristics of Green Bay attractions •••• 62 Table 10. Annual attendance at Green Bay attractions •••••••••••• 63 Table 11. Non-site specific planning level attendance for a Green Bay aquarium .............................. 65 Table 12. Design-day attendance for a Green Bay aquarium •••••••• 65 Table 13. Market capture rates for United States public aquariums 66 Table 14. Oshkosh resident market size •••••••••••••••••••••••••• 69 Table 15. School-aged children (ages 5-17) in Oshkosh resident market .•••....•••......•....•.•...•.....•.... 69 Table 16. Annual attendance at Oshkosh attractions •••••••••••••• 78 Table 17. Operating characteristics of Oshkosh attractions •••••• 79 Table 18. Non-site specific planning level attendance for an Oshkosh aquarium . • • • • . • . • . • • . • . • . • . • . • • . • 83 Table 19. Design-day attendance for an Oshkosh aquarium ••••••••• 84 vi Table 20. Stevens Point resident market size •••••••••••••••••••• 87 Table 21. School-aged children (ages 5-17} in Stevens Point resident market ....................................... 87 Table 22. Non-site specific planning level attendance for a Stevens Point aquarium ................................ 95 Table 23. Design-day attendance for a Stevens Point Aquarium •••• 95 Table 24. Construction costs for United States aquariums •••••••• 96 Table 25. Projected capital costs for a Green Bay aquarium •••••• 97 Table 26. Green Bay aquarium earned revenues •••••••••••••••••••• 98 Table 27. Green Bay aquarium staffing plan •••••••••••••••••••••• 99 Table 28. Green Bay aquarium operating expenses ••••••••••••••••• 100 Table 29. Projected capital costs for an Oshkosh aquarium ..••••• 100 Table 30. Oshkosh aquarium earned revenues •••••••••••••••••••••• 102 Table 31. Oshkosh aquarium staffing plan •••••••••••••••••••••••• 103 Table 32. Oshkosh aquarium operating expenses ••••••••••••••••••• 104 Table 33. Projected capital costs for a Stevens Point aquarium •• 104 Table 34. Stevens Point aquarium earned revenues •••••••••••••••• 105 Table 35. Stevens Point aquarium staffing plan •••••••••••••••••• 106 Table 36. Stevens Point aquarium operating expenses ••.•••••••••• 107 Table 37. Funding sources for a Wisconsin aquarium ••••••••.••••• 108 Table 38. Funding case histories of United States public aquariums . • • . • • • . • • . • . • . • . • . • . • . • . 111-2 Table 39. Green Bay aquarium site evaluation •••••••••••••••••••• 116 Table 40. Oshkosh aquarium site evaluation •••••••••••••••••••••• 119 Table 41. Stevens Point aquarium site evaluation •••••••••••••••• 130 vii LIST OF FIGURES Figure 1. Monterey Bay Aquarium floor plan ••.••••.•.••••••.•••. 19 Figure 2. National Aquarium floor plan .••.•••••••••..•••••...•• 21 Figure 3. New England Aquarium floor plan •••••••••••••••••••••• 23 Figure 4. Ak Sar Ben Aquarium floor plan .•.•••••••••••••••.•.•• 32 Figure 5. Green Bay area of communication influence •••••••••••• 51 Figure 6. Oshkosh resident market •••••••••.•••••.•••••••••••••• 68 Figure 7. Stevens Point resident market ••••••••••..•••••••••.•• 86 Figure 8. Green Bay aquarium sites •.••••••.•••••••••••••••••.•• 115 Figure 9. Oshkosh aquarium sites •••••••••••.••••••••••••••••••• 120 Figure 10. Stevens Point aquarium site •••••.•••••••••••••••.•.•. 129 viii CHAPTER I INTRODUCTION WHY ZOOS ARD AQUARIUMS? Unlike zoos, public aquariums are a product of our recent past. As long ago as 1,000 B.C., Emperor Wen Wang established a zoological park in China, named the "Garden of Intelligence." His collection of animals lived in superbly landscaped grounds, much like today's better animal parks. At the same time, the Chinese were selectively breeding fish and domesticating carp in formal, outdoor water gardens. Aquariums as we know them are a result of recent technology--a combination of modern glass-making and sealants. The first public aquariums opened in Europe. London opened an aquarium in 1853. The first United States aquarium opened at Coney Island in 1896. WHAT IS THE ROLE OF ZOOLOGICAL PARKS IN MODERN SOCIETY? Zoos and aquariums serve the needs of people and animals. Early zoos ran on a simple philosophy--display as many animals as possible to amuse the public. Due to the influences of television and the environmental movement, people are now far more aware of the importance of wildlife. Zoological parks have responded to this change in public perception of wildlife. Good zoos and aquariums offer more than pleasant recreation and far more than cheap amusement. As cultural institutions, they function directly to broaden their visitor's base of scientific literacy; to provide insights into the behavior of wild animals, the interrelationships of animals and people, and ultimately, contribute to an understanding of ourselves (Clarke, 1974). 2 Modern zoological parks have responsibilities in four areas known as the "Big Four"--education, conservation, research and recreation. EDUCATION People seem to need being close to wild things and places. Due to their urban setting and the popularity of live animals, zoos and aquariums have tremendous opportunity for public education. U.S. census data indicate about one in three Americans visit a zoo or aquarium each year, over 112 million visitors in 1984 (U.S. Commerce Department, 1987). As life becomes more artificial and complex and as urban