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Author
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Topic: Billings MT zoo considering large-screen addition
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Mike Blakesley
Film God
Posts: 12767
From: Forsyth, Montana
Registered: Jun 99
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posted 08-06-2011 01:03 PM
I thought about putting this in Large Format but it seems more Yak-ish plus I thought it would get more discussion here.
The zoo in Billings has been in financial trouble for a long time and they are looking at ways to come out of the slump. Building a large-screen theatre is one of their options. I have "bolded" the theater-related parts of the story if you don't want to read the whole thing.
One thing that strikes me as funny is the "estimated" ticket prices quoted herein. $7 for an Imax-size movie? $4 for a planetarium show? Are these people living in 1970 or something?
Also I wonder -- is it possible to build a large-screen cinema and a planetarium (with concession stand) from the ground up for $3 to $4 million?
All of the existing theaters in Billings are Carmikes. They have one of the "Big D" auditoriums in town.
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BILLINGS ZOO LOOKS AT LARGE-SCREEN THEATER ADDITION
After months of research, a group of Montana State University Billings students has created a business plan intended to point ZooMontana toward a promising financial future.
It is another in what is expected to be many steps to improve the zoo, which has a history of financial problems that in March cost the facility its accreditation with the Association of Zoos and Aquariums.
The loss of accreditation prompted wildlife officials to relocate the zoo’s three grizzly bear cubs. Another grizzly, Ozzie, is in the process of being moved. The zoo is still waiting for representatives from the Philadelphia Zoo to conduct a site visit and confirm that the zoo can keep its three tigers.
Interim Zoo Director Jeff Ewelt said he has started working on the budget for the next fiscal year. After going through the previous budget, Ewelt said, he found signs of some “irresponsible spending.”
That included the zoo paying benefits for some employees who had not been with the zoo for some time.
“We’re cleaning up the irresponsible spending and keeping tabs on where the money goes,” Ewelt said. “It’s important for me, and the public, to make sure they know where their money is going, and know their money is making a difference here and for the animals and their experience.”
To move forward, the zoo needed a long-term business plan. The zoo board turned to MSUB for help.
Students study zoo
Nicholas Cabrera, 30, was among a group of 11 students who studied ZooMontana and came up with the business plan as part of a summer course on business strategies.
“It was tough,” Cabrera said. “There is a lot of stuff to look into and we basically had to pick what the zoo wanted us to look into, then take the ball and run with it.”
The students’ proposal includes four scenarios: constructing a large-screen theater and planetarium, taking on fully sponsored projects, continuing day-to-day operations as is, and seeking public funding.
Board president Ian McDonald said the zoo will likely develop a marketing plan and concessions service first, while also bringing back popular events like ZooGrass, a bluegrass music festival.
After those steps are in place, the board would shift its focus to the long-term goals, he said.
Ewelt said he and the zoo board were leaning toward the first two scenarios for the long-term plan, which was presented to them on Monday night.
“If the theater did well, we could move into the future and put money into the organization and build new exhibits at that point as well,” Ewelt said.
The large-screen or IMAX-type theater would feature educational films and have built-in concessions. Ewelt said he would look into the possibility of showing major box office titles as well.
According to the MSUB business plan, the construction of the theater and planetarium complex would cost roughly $3 million.
The students estimated that 100,000 people would attend a movie at $7 a ticket and 50,000 would watch a planetarium show at $4 a ticket. Minus expenses, the facility would bring in $500,000 a year in revenue for the zoo and provide a source of income through slow winter months.
As for this coming winter, Ewelt said he isn’t too worried. The zoo still has funds remaining from money raised earlier this year.
The community gave $500,000 in donations and pledges to help save the zoo’s AZA accreditation. Some of those pledged donations have been made, despite the accreditation loss.
Ewelt said he hopes to start new winter programs to get people through the zoo gates.
“We are looking at different options of what to do in the wintertime, including more winter lights this year and things to do on the grounds as well,” Ewelt said. “We’re thinking of having a snowshoeing path through the grounds.”
Concessions advised
The student’s business plan suggests that the zoo procure concessions, which Ewelt said is in the works. The zoo hopes to have either a permanent structure or contract for concessions by next spring.
“Concessions would be a big deal out here,” Ewelt said.
None of the plans are a sure thing and all involve some risk, Cabrera said.
“It looks at the long term to get them positioned better,” he said of the business plan. “That’s what we came up with as far as to sustain operations and help them grow as a company.”
In addition to identifying the four scenarios, the students looked at the zoo’s strengths and weaknesses.
According to the students’ research, the zoo’s strengths include its location, experience of the staff, employee dedication, established relationships in the community, attractions and quality animal care.
Weaknesses included the lack of a strategic marketing plan, a tarnished public image and name, lack of sustainability, lack of capital revenue, reactive operations, lack of a business plan, unmaintained facilities, limited staff and a high turnover of leadership.
Ewelt said the zoo plans to get a marketing plan in place and focus on changing its image.
“There is a trust factor that isn’t there with this community and we want to fix that tarnished image,” Ewelt said.
To upgrade the facilities, the students’ research suggested major improvements to zoo grounds. The upgrades would cost between $460,000 and $760,000 and include the construction of new exhibits and a concessions area, as well as improvements to the grounds and facilities.
They estimated the improvements would increase revenue by $75,000 a year by attracting more visitors.
The zoo could also choose to undertake only minor improvements for between $50,000 and $150,000.
Community input
The students surveyed community members to determine what they want to see at ZooMontana.
The email survey generated 118 responses. Cabrera said they were aiming for 100 to 120 responses.
Most of the respondents were women.
“We created it on a website and distributed it via email, mostly through all the routes we had available to us as far as electronics,” Cabrera said.
Ewelt said he was surprised that 74 percent wanted to see both native and non-native species at ZooMontana, a zoo that primarily features animals from the northern hemisphere.
Additionally, the No. 1 animal most respondents wanted to see was a cougar, followed by fish in a hatchery, a bobcat and native birds.
“People certainly want a mixture of native and exotic animals,” Ewelt said. “Most importantly, they want to see more animals and have more to look at.”
Most who responded to the survey said they would consider visiting the zoo if it had more animals. The animals that draw the most people to the zoo are the tigers and bears.
Almost half of those surveyed were “very interested” in having an IMAX theater and planetarium.
Billings Gazette Article
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they do? Interesting, unless you're talking about the mirrors on each DMD chip ....
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