Kerry GravesVice President of Marketing

2005 – 2008 Accomplishments

THE MARYLAND ZOO• The Third Oldest Zoo in the United States, est. 1876

• 135 – Plus Acres

• Association of Zoos &Aquariums Accredited

• Over 2,000 Animals and 200 Species

• Annual Attendance – Over 400,000

• Over 10,000 Member Households

RESPONSIBILITIES

• Advertising• Public Relations• Membership• Private Functions• Special Events

• Graphics• Communications• E-Marketing• Group Sales• Corporate Sponsorships

Managed and Accountable for All Aspects of Marketing

ACCOMPLISHMENTS - Marketing

• Rebranded Entire Marketing Efforts and New Wayfaring Program both On and Off-Site.

• Hired Attraction Focused Agency with Outstanding Results.• Reduced Advertising & Promotional Expenses 36%.• Directed the Development of a New Website Resulting in a 74%

increase of Online Ticket Sales.• Conceptualized and Lead Web-Integrated Promotions, Programs &

Social Media.• Grew Local & National Press Coverage by 107%.

ACCOMPLISHMENTS - Attendance

• Arrested a 10 Year Trend of Declining Attendance

• Attendance Up 8% in 2005

• Up an Additional 9% in 2006• General Attendance Up 15%• Group Sales Attendance Up 4%• Member Attendance Up 13%• Event Related Attendance Up 84%

• Ticket Sales Reached $2,431,825; Up 22%

ACCOMPLISHMENTS - Memberships• Increased Membership Base 220% from 25,000 to

80,000.• Increased Membership Revenues 237% from $471,142

to $1,591,899• Increased Daily Member Mix from 33% in 2015 to 43%

in 2016• Increased Member Attendance Up 13%

ACCOMPLISHMENTS - Sales• Facility Rental Events Increased 27%

• Facility Rental Revenue Increased 21%

• Mansion House Rentals Up 91%

• Wedding Events Up 175%

• Lake Rental Events Up 166%

• Birthday Revenues Up 17%

• Birthday Attendance Up 10%

ACCOMPLISHMENTS – Group Sales

• Group Sales Attendance Up 4%• Group Sales Revenue Up 11%• Consignment Ticket Program

• Accounts Grew 25%• Usage Grew 32%• Revenue Increased 30%

• Guest Retail Purchases Up 31%