Opportunities with the Detroit Zoo 2014 Overview
Who s here? Approximately 1.3 million guests in 2012 Largest family attraction in Michigan Approximately 60,000 Zoo member households Over 1,200 volunteers Donating over 100,000 hours of their time a year Detroit s most active, powerful and desirable demographic families with children
Member Demographics Gender Men: 46.3% Women: 53.7% Age 18-24: 1.3% 25-34: 17.7% 35-44: 38.6% 45-54: 19.8% 55-64: 16.8% 65+: 5.8% Marital Status Married: 80.4% Single: 10.5% Number of Children in Household (age 17 or under) None: 39.1% One: 18.3% Two: 27.6% Three 10.9% Four: 2.7% Five: 0.8% Six: 0.7% Presence of Children by Age Age<2: 23.6% Age 2-5: 56.7% Age 6-11: 48.5%: Age 12-17: 25.2% Household Income $25,000 to $49,999: 15.2% $50,000 or more: 19.4% $75,000 or more: 24.0% $100,000 or more: 24.2% $150,000 or more: 17.2% Home Ownership Own Residence: 94.1% Rent Residence: 5.9% County of Residence* Wayne County: 21.0% Oakland County: 48.0% Macomb County: 21.0% Education Completed High School: 19.5% Completed College: 45.1% Completed Grad School: 38.6% Source: Member Survey 2010 * January October 2009
Visitor Demographics Gender: Men: 46.8% Women: 53.2% Age: 18-34: 35-49: 36.9% 29.9% 50-54: 55+: 10.9% 22.3% Married: 54.8% Single: 33.7% Kids in Household >18: One: Two: 23.6% 18.6% Three: 7.5% Household Income: $50,000 to $74,999: 22.6% $75,000 to $99,999: 14.9% $100,000 to $149,999: 17.4% $150,000+: 7.3% County of Residence: Wayne County: 37.7% Oakland County: 28.3% Macomb County: 19.1% Secondary Counties:* 14.9% Education: High School: 30.6% Some College: 35.0% College Graduate: 13.9% Post Graduate+: 14.3% Sample: Approx. 10,000 *Secondary Counties Include: Lapeer, Livingston, Monroe, Sanilac, St. Clair, Washtenaw Source: Scarborough February 2011 January 2012
Bunnyville Details Friday, April 18 th and Saturday, April 19 th, 2014 Bunnyville is filled with treats, crafts, games and live entertainment Bunnyville visitors who bring a canned, or other nonperishable, food item to be donated to Gleaners Community Food Bank receive a reduced admission price of $8
A"endance in 2013: Over 16,000 people
GreenFest Details Saturday, April 26 th and Sunday, April 27 th From 10 a.m. 3 p.m., the Detroit Zoo hosts its annual GreenFest celebration The celebration includes earth-friendly crafts, an endangered species scavenger hunt, a rock climbing wall, animal enrichment activities, zookeeper talks and exhibits by local conservation groups
A"endance in 2013: 8,000 a"endees between the 2 days
Senior Day Details Seniors 62 and older receive free admission, parking and tram rides. Other activities include: live music, narrated tram rides throughout the Zoo, free bingo games, and a senior resource area. The 2014 Senior Days are Wednesday, April 23 Wednesday, September 3
A"endance in April and September 2013: Over 4,000 seniors
Meet Your Best Friend at the Zoo Details The nation s largest off-site companion-animal adoption program Hundreds of dogs and cats are available for immediate adoption to loving homes both days in the Spring and Fall Spring 2014 Dates: May 16 th 1-7p.m. May 17 th 10a.m.-5p.m. Fall 2014 Dates: September 19 th 1-7p.m. September 20 th 10a.m.-5p.m.
A"endance in May and September 2013: Over 9,000 in a"endance and 1,024 adopcons
Sunset at the Zoo Details Sunset at the Zoo is the Detroit Zoo s annual fundraising gala and will be held Friday, June 13, 2014 from 7 p.m. 11:30 p.m. It features a strolling supper, zoo-themed martinis, live entertainment, dancing, and live and silent auctions
A"endance in 2013: 2,344 esteemed guests
Wild Summer Nights Concert Series Details Every Wednesday evening during July and August, concerts take place in the Zoo s Main Picnic Grove from 6:30 p.m. to 8 p.m. Wild Summer Nights features a variety of live music from local bands, including children s, jazz, pop, folk and blues Concert-goers are invited to bring a blanket and pack a picnic
A"endance in 2013: Approximately 2,000 people in a"endance each Wednesday evening in July and August
Run Wild for the Detroit Zoo Details The event includes 5K and 10K runs, as well as a noncompetitive one-mile Fun Walk Run Wild will be held Sunday, September 14, 2014 While promoting physical fitness and a healthy lifestyle, Run Wild raises funds to support the stateof-the-art Ruth Roby Glancy Animal Health Complex which provides veterinary care for animals at the Detroit Zoo
A"endance in 2013: Approximately 3,500 runners and walkers
Zoo Boo Details Zoo Boo offers children a merry-not-scary, safe and exciting environment to celebrate Halloween It features a half-mile cleverly decorated trick-or-treat trail that begins at the front entrance and winds through the Zoo Zoo Boo is open October 10-12, 17-19 and 24-26, and the 31, 2014 from 6 p.m. to 8 p.m. 5p.m. and 5:30p.m. are additional time slots available Saturday and Sundays throughout the event
A"endance in 2013: Over 45,000 visitors throughout the nine (9) nights of Zoo Boo
Wild Lights Every evening guests will experience the magic of the Zoo in winter. The Detroit Zoo transforms into a winter wonderland with over a million lights. Along the trail there will be Santa s workshop, ice sculptures, arts and crafts, live entertainment, carolers, fire pit warming stations and more. The Zoo is open from 5:30 p.m. to 8:30 p.m. every Friday, Saturday and Sunday from November 22 to January 5 Dates: November 22-24 and 29-30, December 1, 6-8, 13-15, 20-23 and 26-30 and January 2-5, 2014
Zoo Marketing Assets
Digital Marketing Zmail Monthly member e-newsletter Approximately 56,000 member households per month This Month At The Zoo Monthly visitor e-newsletter Approximately 37,000 distribution per month Tickets and More Affiliate newsletter Monthly affiliate e-newsletter 503 affiliates (HR personnel/business owners) Distribution varies due to pass-along
Front page of Zmail Current Banner ads featured in Zmail Landing page
Website Exposure Logo recogni)on on event webpage Recogni)on on the event rota)ng banner on Detroit Zoo website homepage
Digital Ticket Advertising Banner adver)sing on confirma)on email when )ckets are purchased on- line
Digital Ticket Advertising Coupon or Image ad on all digital admission )ckets or parking passes
Other Publications Harambee Headlines Reaches over 1,200 volunteers and Zoo staff Habitat Our member print publication reaches approximately 56,000 households quarterly
Tent Space In the circle drive, outside of park gates Inside park gates at main picnic grove area
Signage