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Case Study

From survival to triumph: The Kansas City Zoo reaches world-class status by listening to its customers

Focusing on how to resonate with guests can bring an organization back from the brink

Hard as it is to believe now, this 100-year-old institution was on the brink of collapse in the early 2000s. Faced with dwindling attendance and finances running in the red, the board elected to turn over ownership to the non-profit, membership-based Friends of the Zoo. After joining the board in 2005, SMG CEO Andy Fromm offered to partner with the zoo on a pro-bono basis to help it measure and improve the guest experience.

Download the case study to learn how the Kansas City Zoo was able to:

  • Resonate with key demographics
  • Create top-box guest experiences
  • Increase satisfaction + attendance