Master Planning of Zoos - Central Zoo Authority

Proceedings of
Training Programme
Master Planning
of Zoos
The Corporate Structure
• One needs a change of management mindset & corporate model
• A need to “learn” to set up & operate towards achieving sound financial returns (as
any corporation) - sustainable to commercial
• That allows for an efficient & effective allocation of resources
• That allows for quick turn around time
• That allows for growth & promotions
• The CEO/Director must be more than an administrator
• He/she should be business and operations comfortable
• Needs to be supported by a high caliber team - curators, marketing, operation, HR
and finance directors
• Must stay the time
• Must have fangs that bite
Human Resource Management
• Includes Personnel, Resource
Management & Training
• Staff are the most expensive asset so
take care of them
• Invest in them - train & develop them
• Empower them, challenge & reward them
• Provide specialist courses – maker customer service a way of life
• Choose them well & pay them well
• Have high expectations of them (realistic)
• Get rid of under performers
What’s in a Name? my Brand, my Position
• The positioning & branding of the attraction - starts with the RIGHT name
• Do we need to call ourselves “Zoos”
• Can we be known as Wild Places?
• What else can we be known as?
• How unzoo can our name be?
Positioning & Branding
• Position my Zoo to attract the target market it desires - low, mid, high, premium
attractions
• Can I positioned my zoo as a premium attraction for middle and upper income
groups?
• How aspirational is my target market? (market mobility)
• Can my product be of an international standard for residents and domestic tourists?
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