1. Kerry Graves
Vice President of Marketing
2005 – 2008 Accomplishments

2. 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

3. 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

4. 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%.

5. 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%

6. 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%

7. 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%

8. 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%