Peak Season Market Research Onsite Guest Intercept Surveys August 11, 2015 prepared by:

Minnesota Zoo Onsite intercept surveys were conducted with Minnesota Zoo attendees between the dates of July 1 st and July 23 rd, Over that time frame 400 completed surveys were collected throughout the park utilizing Apple iPads. The survey instrument covered a variety of topics including attendee demographics, reasons for visiting, satisfaction ratings and Zoo information sources among other topics. The following slides present the summary results of this research. Where appropriate, the data has been grouped to highlight similarities and differences between Zoo members and non-members as well as to show how each group compares to cumulative results. Research Overview 2

Minnesota Zoo Key Findings 3 Respondents were comprised of approximately 43% Zoo members and 57% non-members (slide 4) Approximately 40% of non-member survey respondents lived more than 50 miles from the Zoo (slide 5) When rating the overall satisfaction with their visit, just 5% of all respondents indicated a low (1 thru 6) rating (slide 7) When asked how likely they would be to recommend the Zoo, approximately 82% of members and 66% of non- members indicated a High (9 or 10) rating (slide 8) Time spent in ticket lines and Employee courtesy received the highest satisfaction ratings among the Zoo services tested (slide 10) Approximately two-thirds of all respondents indicated having interacted with a Zoo staffer during their trip – of these over 80% of each survey group provided High (9 or 10) ratings (slide 12) When asked what they would be most likely to share about their visit, respondents most frequently indicated Animal interactions and Animal behaviors (slide 21)

Minnesota Zoo Membership Status Question: Are you a Minnesota Zoo member? 4 n = 400

Minnesota Zoo Respondent Zip Code Data Question: What is your residential zip code: n = 229 Approximately 40% of respondents lived 50 miles or more from the Minnesota Zoo. Percent ofNumber of Distance From Minnesota ZooRespondents 0 to 10 miles21%47 11 to 25 miles27%61 26 to 50 miles12%27 51 to 100 miles11% to 200 miles1%2 201 or more miles0%0 Total Minnesota Residents71% 162 Non-Minnesota Residents Up to 150 miles4%9 151 to 300 miles9% to 450 miles5% to 600 miles2%5 601 to 750 miles0%1 751 to 900 miles1%2 901 to 1,050 miles1%3 1,051 to 2,000+ miles1%2 Total Non-Minnesota Residents23% 53 International Visitors3%6 Refused/Invalid Entries3%8 TOTAL100%229 *NOTE: Zoo members were not asked this question 5

Minnesota Zoo Reason for Visit Question: Were any of the following the PRIMARY reason you visited the Zoo today? For both survey groups, the primary reason given for visiting the Zoo was to spend time with friends/family. Those that came to the Zoo to see a specific animal or event mentioned monk seals most often. n = Members = 171 Non-Members = 229 Cumulative = 400 6

Minnesota Zoo Overall Zoo Satisfaction Question: On a scale from 1 to 10, where 1 is 'Poor' and 10 is 'Excellent', please rate your overall satisfaction at the Zoo today: In general, Zoo member respondents were the more satisfied group with approximately 70% of guests indicating a High overall satisfaction rating of 9 or 10. Both groups provided positive average ratings ranging from 8.6 to 9.1 out of 10. Net Promoter Scores - promoters (high %) less detractors (low %) – ranged from 53% for non-members to 67% for member respondents. n = Members = 171 Non-Members = 229 Cumulative = 400 Average

Minnesota Zoo Likelihood to Recommend Zoo Question: Based on your trip today, on a scale from 1 to 10, where 1 is 'Very Unlikely' and 10 is 'Very Likely', how likely are you to recommend the Zoo to family and friends? Zoo members were significantly more likely to recommend the Zoo to friends and family as compared to non-members. n = Members = 171 Non-Members = 229 Cumulative = 400 Average 8

Minnesota Zoo Allocate Zoo Donations Question: If you were to make a donation of $100 dollars to the Minnesota Zoo, what would you spend it on: The two areas that received the highest donation amounts were Animal care and new exhibits. n = Members = 171 Non-Members = 229 Cumulative = 400 *Note: The chart above shows average donation for each Zoo area. 9

Minnesota Zoo Overall Satisfaction of Services Question: Using the scale below, please tell us your overall satisfaction with each of the following SERVICES you experienced today: In general, all concepts received positive average ratings with none of the tested services receiving an average ratings below 8.0 on a 10-point scale. Time in the ticket line and Employee courtesy received the highest ratings across groups. Respondents that rated any of the tested services below a 7, most often mentioned issues with food quality and cost. Very Unsatisfied Very Satisfied n = Members = 171 Non-Members = 229 Cumulative =

Minnesota Zoo Overall Satisfaction of Zoo Aspects Question: Please tell us your overall satisfaction with each of the following aspects of your experience: n = Members = 171 Non-Members = 229 Cumulative = 400 Very UnsatisfiedVery Satisfied Overall, Zoo members provided higher average ratings for each tested aspect of their experience. The aspect that illustrated the largest gap between survey group results was Value where members indicated an average rating of 9.2 compared to 8.1 for non-members. 11

Minnesota Zoo Zoo Employee Interaction Question: Did you have any interaction with Zoo employees (excluding ticket takers) during your visit today? n = Members = 171 Non-Members = 229 Cumulative = 400 Interactions with Zoo employees were similar across survey groups with approximately two-thirds of each group having had an interaction that day. 12

Minnesota Zoo Question: On a scale from 1 to 10, where 1 is 'Poor' and 10 is 'Excellent', how would you rate your satisfaction with your Zoo employee interaction(s)?* *Note: Only respondents who indicated they had an interaction with a Zoo employee received this question. Respondent satisfaction with their Zoo employee interactions were largely positive across survey groups. In fact, only 2 total respondents indicated low (1-6) scores. n = Members = 112 Non-Members = 144 Cumulative = 256 Zoo Employee Interaction Average

Minnesota Zoo Media/Ad Sources Question: Which of the following media/advertising sources do you use most frequently to get information about issues that interest you? (Select up to 5) Note: Only those sources that were indicated by at least 10% of cumulative respondents are included in the chart. The Internet was most often indicated across both groups as the source that respondents most frequently use to get information about issues that interest them. n = Members = 171 Non-Members = 229 Cumulative =

Minnesota Zoo Learn More about Zoo’s Efforts Question: How would you most like to learn about the Zoo's efforts to save wildlife: (please select up to 3) Responses for this question varied widely across survey groups. Zoo member respondents most frequently indicated the Zoo website and Zoo s as the sources from which they would most like to learn about Zoo efforts while non-members most often mentioned Social media and Staff at the Zoo. n = Members = 171 Non-Members = 229 Cumulative = Note: Only those sources that were indicated by at least 10% of cumulative respondents are included in the chart.

Minnesota Zoo Zoo Impact on Wildlife Question: Can you name one activity or project that the Minnesota Zoo is doing to save wildlife? (open-ended) The word cloud above was generated using the cumulative open-ended comments received from this question. n = Cumulative =

Minnesota Zoo Zoo Improvements Question: What, if anything, could we have done better today? (open-ended) n = Cumulative = The word cloud above was generated using the cumulative open-ended comments received from this question.

Minnesota Zoo Zoo Impact Question: Thinking about your visit today at the Zoo, did you learn anything new about the importance and impact of efforts to save wild animals? Non-members (73%) were slightly more likely than members (64%) to indicate that they learned something new that day about the importance and impact of efforts to save wild animals. n = Members = 171 Non-Members = 229 Cumulative =

Minnesota Zoo Zoo Impact Question: Did you learn anything new today about what YOU can personally do to save wild animals? n = Members = 171 Non-Members = 229 Cumulative = Similarly, non-members (57%) were slightly more likely than members (48%) to indicate that they learned something new that day that they could personally do to save wild animals.

Minnesota Zoo Zoo Impact Question: After today will you change any of your own behaviors to help save wild animals?* *Note: Asked only of those respondents who indicated they did learn something new about what they can personally do to help save wildlife. Nearly three-quarters of member respondents for this question indicated that they would change their own behaviors to help save wild animals compared to less than half of non- member respondents (47%). n = Members = 82 Non-Members = 131 Cumulative =

Minnesota Zoo Most Likely to Share Question: If you were asked about today's Zoo visit, what would you be most likely to share about your visit? (please select all that apply) An animal interaction or animal behavior was most frequently mentioned by both survey groups as what they would be most likely to share about their visit. n = Members = 171 Non-Members = 229 Cumulative =

Minnesota Zoo Number of People Visiting the Zoo Question: Which of the following are in your group today? n = Members = 171 Non-Members = 229 Cumulative =

Minnesota Zoo Respondent Residency Question: Which of the following best describes you?* *Note: This question was only asked of non-members. Nearly half (approximately 47%) of all non-member respondents were from outside of the Minneapolis-St. Paul metropolitan area. n = Non-Members =

Minnesota Zoo Respondent Age & Ethnicity Question: Please select the range below that includes your age:* n = Non-Members = 229 Question: Please select your ethnicity: (please select all that apply)* 24 *Note: This question was only asked of non-members.

Minnesota Zoo Respondent Education & Income Level Question: Please select your education level:* n = Non-Members = 229 Question: Please select your family/household income:* 25 *Note: This question was only asked of non-members.

Minnesota Zoo Communication Question: Would you like to receive regular communication from the Zoo related to events, exhibits or other special features? n = Non-Members = *Note: This question was only asked of non-members.