Zoological Parks Authority - Parliament of Western Australia - The ...

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Zoological Parks Authority ANNUAL REPORT 2012 Agency Performance – Report on Operations Directorate Reports Corporate and Commercial Development Directorate continued Outcomes Visitation After successive years of growth, visitor attendance figures stabilised in 2009-10 and fell by 3.7% in 2010-11. Visitor attendance growth returned in 2011-12, exceeding the target of 630,000 visitors by 1.7% to produce a record attendance figure of 640,642 – the highest annual attendance achieved in the Zoo’s 114 year history. Admission numbers 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 597,027 612,925 620,705 636,969 635,136 611,793 640,642 90,000 80,000 70,000 60,000 50,000 40,000 Visitor Attendance 2011-12 Very high temperatures during the summer school holidays had a negative effect on attendance but perfect Zoo visiting weather during the Easter school holidays compensated for the earlier loss. Interactive, fun school holiday activities also contributed to strong attendance. Analysis of visitor attendance against established benchmarks, along with annual market survey data, indicates a high level of satisfaction with the Zoo experience. The vast majority of visitors participating in intercept surveys at the Zoo during April 2012 said the Zoo continued to represent excellent or quite good value for money but the research also confirmed that entry prices are an important element in deciding to visit the Zoo. 30,000 20,000 10,000 0 Jul-11 Aug-11 Sept-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 46
Zoological Parks Authority ANNUAL REPORT 2012 Agency Performance – Report on Operations Directorate Reports Corporate and Commercial Development Directorate continued Between March and April 2012, market research company Ipsos (formerly Synovate), conducted 404 on-site intercept interviews with Perth Zoo visitors and 300 telephone surveys to assess the Zoo’s performance against its strategic and operational objectives. Responses from visitors and the general community indicated a strong belief in Perth Zoo’s role in educating people about animals, conservation and animal welfare, and showed a growing awareness of Perth Zoo’s fundraising role. Key findings of the market research were: • 95% of visitors (96% in 2011) described the Zoo as being extremely good or quite good value for money • 96% of visitors (94% in 2011) believed the Zoo educated visitors about conservation problems facing wildlife • 94% of visitors (93% in 2011) believed the Zoo had an important role in the community • 94% of visitors (93% in 2011) believed the Zoo looked after the quality of life of animals in its care • 91% of visitors (93% in 2011) believed the Zoo encouraged people to be more conscious about conservation of the environment • 98% of visitors were satisfied with the level of assistance provided by Perth Zoo staff • 99% of visitors were satisfied with the level of assistance provided by volunteers Young Perenties bred at Perth Zoo 47
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