CASE STUDY: ALEXANDRIA ZOO
Have you ever heard that chihuahuas think they are big dogs, but are trapped inside the bodies of small dogs? That’s exactly how I felt when visiting the Alexandria Zoo. This is not a criticism at all. In fact, it’s a compliment.
From the outside, the Zoo seems like many of the small zoos we all know and love: a city-owned facility for the enjoyment of the town’s residents and the surrounding rural area, usually located inside a park, sometimes in the rougher part of town. An unassuming (read: underwhelming) entry sequence with barely visible signage and an undersized parking lot. Check, check, and check.
But once inside (and past the entry / gift shop / administration building), the Zoo reveals herself. A historically successful, 30+ acre zoo with triple the penetration of its local city’s population, the zoo has been able to invest deeply in immersive, thematic and deeply layered and complex exhibit experiences. The most recent (an iconic Torre Design Consortium standard), the Home of the Jaguar, winds guests through Amazonian rainforest complete with temple ruins and modern-day-village inspired architecture. My favorite, the older Louisiana Habitat, is a long—some might argue, too long—journey through the site’s native live oak forest venturing upon wooden boardwalks through vernacular Louisiana architecture including incredible replicas of a dog pass house, a saw mill with drying shed, an oil rig, and an overturned ship. Phase I of the next immersive experience, Africa, is complete, but without the supporting phases, is just a sliver of an experience, and not nearly as well done as the others.
These are world-class experiences. They are what you’d expect to see at much larger, national market zoos. They are experiences you’d expect to see from the big zoo designers we all know and love.
So what’s the problem?
It’s not a problem, exactly. It’s a level of expectation. The Zoo has set a precedent for itself to provide this high level of quality for all its habitats now. And guess what…with a small town budget, they simply can’t. There are two sections of the zoo today that feel woefully inadequate in comparison: Asia and Australia. These sections are nothing to be ashamed of. They have large and complex naturalistic habitats, but lack the immersive adventure and story-telling aspects of the other parts of the zoo. Sure, they are older and definitely are in need of upgrades, but the basic designs are what we’d expect from a zoo of this size and governance.
Speaking of expectation, after visiting the immersive exhibits, it’s clear the entry is also not doing the kind of justice to the Zoo that it should. Right now, its undersized and from what Zoo Director, Lee Ann Whitt, told me, does not reflect the operations the zoo is able to provide. Also, it looks like a sub shop from the 80s. Not at all a reflection of the experience beyond the gates.
If I was master planning this zoo, I’d recommend embracing the Louisiana story-telling found in that portion of the zoo and bring that front and center to the entrance, which I’d relocate closer to the core of the zoo. I’d spend some time rethinking the circulation throughout the zoo, which I haven’t touched upon, but is way too long with not enough bail-outs and total lack of revenue generation (one easily missed and undersized snack stand located off the main path and a crammed gift shop hidden behind dark windows). At the core of the zoo currently, is an amphitheater for after-hours events. That should be the zoo’s core—the crossing of the bowtie; the hub for all pathway spokes—the tree of life or Cinderella’s castle, if you like the Disney model better. Perhaps here you’d find a wet play area and a dry play area, and another much bigger restaurant with indoor seating overlooking the play and an animal habitat, too. Keep that undersized snack stand there and serve quick stuff directed at the guests in the play area.
What you then get is an experience that supports the existing immersive habitats with activities that increase length of stay and repeatability, and you’d get many, many more purchases. This increased revenue could then be used to reinvest in the older exhibit areas, bringing them up to the same level of the others. After that, we can talk about finishing that Africa experience, and making the Alexandria Zoo more than a local attraction: this little zoo could really make the transition to THE zoo of Louisiana--and make that bite equal to its bark!
