The Living Desert had another record year in 2014/15 with increased attendance and revenues. Their marketing efforts received numerous awards and they introduced many new programs and events that were well attended. Daytime attendance was up 12% and revenues increased 12% compared to the previous year. Special events also saw increases, with WildLights attendance up 63% and revenues up 62%. The document requests continued board support to build on this success.

1. MARKETING
THE LIVING DESERT

2. 2014/15 Another Record Year

3. AWARD WINNING MARKETING
• 2014 Capella Award; “Media Relations”
• 2014 TripAdvisor; Traveler’s Choice Award
• 2014 Davey Award; "Discover Your Zoo" Billboard Campaign
• 2015 ADDY Award: Elements of Advertising
• 2015 ADDY Award: Collateral Material
• 2015 ADDY Award: Best of Print - What's New at the Zoo?
• 2015 ADDY Award: Outdoor Campaign - What's New at The Zoo?
• 2015 ADDY Award: Campaign - Social Media
• 2015 ADDY Award: Integrated Campaigns – Zoorassic Park
• 2015 Palm Spring Life; “Best Place to Take Children”

4. WHAT’S NEW AT THE ZOO?
• Dinosaurs
• Birds of the
Australian Outback
• Camel Rides
• La Grande Fiesta
• Princess & the Frog Day
• Howl on Saturday & Sunday
• Howl at Night
• 10 More Nights of WildLights
• Go Native Day
• Cheetah Day
• Train Day
• Brew at the Zoo
• Animal Births
• Eggstravaganza
• Annual Plant Sale
• Starry Safari
• Park After Dark
• ZooCamp
• Birthdays
• Private Functions
• Me & You at the Zoo
• Wildlife on Wheels
• Gala
• Mardi Paws
• Giraffe Feeding
• Gerald Ford 5 K Run
• Ronald McDonald House 5K
Run
• United Way 5K Run
• JazzZoo
• Desert Garden community Day
• Members Breakfast
• Adoption Appreciation Party
• Sneak Peaks
• And More…

5. Board Assistance - Investment in Marketing

6. KEEP IN MIND LAST YEAR WAS A RECORD
BREAKING YEAR IN ATTENDANCE & REVENUE

7. DAYTIME FRONTGATE ADMISSIONS* Y-T-D
COMPARATIVE 2015 vs. 2014
Full Paid Admission: Up 17% 100,448 compared to 86,023
Member Visits: Up 18% 72,844 compared to 61,535
Discounted: Down 64% 6,103 compared to 17,159
Free (Giveaways): Down 64% 2,676 compared to 7437
Total Attendance: Up 12% 265,450 compared to 238,329
*Does not include Special/Private Events, Educational Programs.

8. SPECIAL EVENT ATTENDANCE
COMPARATIVE 2015 vs. 2014
• La Grande Fiesta: Up 6% 1,308 compared to 1,237
• Howl-O-Ween: Up 14% 4,469 compared to 3,937
• Howl Night: Up 154% 1,564 compared to 616
• WildLights: Up 63% 31,670 compared to 19,472
• Fairytales & Frogs: Up 45% 2,824 compared to 1954

9. ADMISSIONS REVENUES* Y-T-D COMPARATIVE
2015 vs. 2014
Total Admissions Revenues: Up 12%
$2,773,328 compared to $2,480,312
*Includes Special/Private Events, Educational Programs.

10. SPECIAL EVENT REVENUE
COMPARATIVE 2015 vs. 2014
• La Grande Fiesta: Up 6% $10,071
• Howl-O-Ween: Up 27% $27,951
• Howl Night: Up 385% $3,640
• WildLights: Up 62% $256,114
• Fairytales & Frogs: Up 45% $19,789

11. WE GREATLY APPRECIATE YOUR SUPPORT
AND LOOK FORWARD TO ANOTHER RECORD YEAR IN 2016!