Zoo de Granby

What Zoo de Granby does

Zoo de Granby (legal entity: Société zoologique de Granby inc.) is a non-profit zoological organization founded in 1953 in Granby, Quebec, Canada. It operates a three-park destination complex comprising an Animal Park housing approximately 1,500 animals across roughly 225 exotic species (45 of which are at-risk), the Amazoo Water Park, and an Amusement Park. The organization is accredited by the Association of Zoos & Aquariums (AZA) and AZAC, participates in 43 Species Survival Plan programs, and leads or collaborates on roughly 20 conservation projects locally and abroad, including a long-running in-situ initiative at Campo Ma'an National Park in Cameroon (over $350K invested). The subsidiary Fondation du Zoo de Granby (Mission Faune) operates as the fundraising arm for conservation, research, and education.

The organization generates revenue through six distinct streams: (1) admission tickets and annual/seasonal memberships priced at $99–$159 CAD, (2) on-site food and beverage via U-EAT-powered ordering, (3) retail merchandise with 15% member discounts, (4) paid attractions including roller coasters, monorail, animal rides, and a new Wild Immersion-powered virtual reality experience priced at $6 per session, (5) corporate events, weddings, and private rentals through a dedicated Business & Events department, and (6) charitable donations routed through the Mission Faune Foundation. The customer base is overwhelmingly B2C—primarily Quebec families and regional tourists—with secondary segments in school groups and corporate event clients. The technology stack is light: a Firebase Analytics/Keen IO-powered mobile application (launched May 2026) with geofencing, the Amilia registration platform for day camps, Wild Immersion 360° VR content, and Vortex International water park infrastructure. The organization employs over 800 seasonal staff at peak and serves over 500,000 visitors per summer season (2025), generating an estimated $50M+ CAD in combined direct and indirect regional economic impact (a 75% increase since 2004).

Recent capital deployment and strategic activity have been notable: a $5M investment in the Booshikë water zone (opened June 2026), a renewed Cascades biodiversity partnership contributing over $500K across 2026–2030, $351K in federal government funding received in August 2023, and a leadership transition with Émilie Laurin appointed CEO in February 2026 and Maxie Lafleur elected Board Chair in June 2026.

Name

Zoo de Granby

Legal name

Société zoologique de Granby inc.

Website

https://zoodegranby.com

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Zoo de Granby is a non-profit zoological institution operating three parks—animal, water, and amusement—in Granby, Quebec, serving regional families and tourists with wildlife experiences, conservation programs, memberships, and corporate events since 1953.

Ownership category

akta.pro rank

Product category

Zoological Park and Wildlife Conservation

NAICS

Zoos and Botanical Gardens (71213), Amusement and Theme Parks (713110), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE)

akta.pro secondary industries

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL), Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA)

Keywords

• Zoological park operations
• Wildlife conservation services
• Family theme park admissions
• Seasonal membership programs
• Educational wildlife workshops

Headquarters

HQ city

Granby

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Admission tickets and memberships: Revenue is generated primarily from sale of daily tickets and seasonal memberships providing unlimited access to the animal park, water park, and amusement park.
2. Food and beverage services: Multiple on-site restaurants and food catering facilities generate revenue from visitors during their park experience.
3. Retail merchandise: On-site boutiques sell merchandise including branded products, with 15% discount offered to membership holders.
4. Paid attractions and rides: Revenue from paid attractions including roller coaster, pirate ship, monorail, camel rides, pony rides, lorikeet feeding, stingray feeding, and virtual reality experiences.
5. Corporate events and private rentals: Corporate events, weddings, private parties, and group bookings are offered through the Business & Events department.
6. Donations to Mission Faune Foundation: The Fondation Mission Faune Zoo de Granby, a non-profit organization, raises funds for conservation, research, and education projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Zoo de Granby operates three integrated parks on a single site in Granby, Quebec: a zoological Animal Park housing approximately 1,500 animals across 225 species, the Amazoo Water Park featuring aquatic play structures including the Booshikë zone, and an Amusement Park with rides and a 360-degree virtual reality wildlife immersion. The non-profit also sells seasonal memberships, food and beverage, retail merchandise, overnight Zoo la Nuit stays, day camps, school programs, and corporate/private event services, with the Mission Faune Foundation supporting conservation fundraising.

Product overview

Zoo de Granby is a non-profit zoological institution founded in 1953, operating as a multi-park entertainment complex comprising three distinct parks: the Animal Park (Parc Animalier) housing approximately 1500 animals across 225 exotic species; the Amazoo Water Park featuring aquatic attractions including the new Zone Booshikë; and the Amusement Park with rides and the Immersion Sauvage virtual reality experience. The organization offers digital products including an official mobile application, seasonal and annual memberships, educational programs, corporate event services, overnight experiences (Zoo la Nuit), and summer day camps. Mission Faune Foundation operates as the conservation arm supporting wildlife preservation and research initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Mission Faune: Conservation and research foundation of Zoo de Granby focused on funding and promoting conservation, research, and education projects for wildlife preservation locally and globally.

Products and services

• Parc Animalier (Animal Park) Zoological garden housing approximately 1,500 animals across 225 exotic species, organized by continental regions (Asia, Oceania, Africa, South America) for visitors of all ages.
• Parc Aquatique Amazoo (Amazoo Water Park) Large-scale water park featuring slides, splash pads, adventure rivers, and aquatic play structures available with admission and seasonal memberships.
• Parc des Man\u00e8ges (Amusement Park) Amusement rides including roller coasters, aerial train, bumper cars, carousels, and the Immersion Sauvage virtual reality wildlife experience.
• Zone Booshik\u00eb $5M water play zone within Amazoo Water Park featuring slides, accessible water games, and a toddler-friendly Lagoon, with accessibility features for children with reduced mobility.
• Immersion Sauvage Virtual Reality Experience 360-degree virtual reality wildlife attraction featuring two films (Monde Marin and Biodiversit\u00e9 Terrestre) developed with Wild Immersion, accommodating 20-25 people per session.
• Zoo la Nuit Overnight experience that lets visitors stay at the zoo in chalets, combining on-site accommodation with wildlife observation.
• Camp de Jour (Summer Day Camp) Summer day camp program for children providing educational activities and wildlife learning experiences, with registration handled through the Amilia platform.
• Educational Workshops Educational workshops and interpretive programming delivered by naturalist-interpreters for school groups and visitors.
• Summer Membership (Abonnement \u00c9t\u00e9) Seasonal membership offering unlimited access to all three parks from May 16 to September 7, 2026, available in renewable and regular tiers with optional 3-season extension and unlimited paid rides add-ons.
• Combo Zoo + Bromont Membership Combined membership providing unlimited access to Zoo de Granby and Bromont montagne d'exp\u00e9riences through a partnership that requires activation at both institutions.
• Mission Faune Foundation Non-profit foundation dedicated to financing and promoting conservation, research, and education projects for wildlife preservation in Quebec and globally.
• Zoo de Granby Mobile Application Mobile application providing location services, geofencing-based notifications, activity scheduling, and map navigation to personalize the visitor experience.
• Corporate Events Private event hosting services for corporate events, weddings, proms, and team-building activities with customizable venues and catering options.
• School Groups Programs Educational programming for school groups with workshops, interpretive activities, and curriculum-aligned learning experiences about wildlife and conservation.

Quantifiable outcome

• Over 500,000 visitors in summer 2025 season
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

15 partnerships are on record, tiered core and minor.

• CascadescoreStrategic or Co-development Partner · 1 January 2026Cascades renewed its biodiversity and environmental partnership with Zoo de Granby as part of their 'Rising together' sustainability plan (2026-2030), contributing over $500,000 to 10 biodiversity partnerships including wildlife habitat conservation and pollinator protection initiatives.
• Université de SherbrookecoreStrategic or Co-development Partner · 1 January 2022Academic partnership providing co-op placements, graduate student funding (4 Mitacs scholarships), and research support for threatened species in Latin America including sea turtles, migratory birds, primates, and amphibians.
• Concordia UniversitycoreStrategic or Co-development Partner · 1 January 2022Scientific partnership led by Professor Robert Weladji supporting conservation research in Cameroon and graduate student projects. The partnership was renewed to continue through 2026 with 3 master's projects and 1 PhD planned.
• Bromont, montagne d'expériencescoreStrategic or Co-development PartnerPartnership offering combined Zoo + Bromont summer memberships allowing visitors access to both attractions with a single subscription.
• WWF CamerounminorStrategic or Co-development PartnerLocal conservation partner for the Campo Ma'an National Park project in Cameroon, working alongside FEDEC and AWF.
• FEDECminorStrategic or Co-development PartnerLocal development organization partner in Cameroon conservation project at Campo Ma'an National Park.
• AWF (African Wildlife Foundation)minorStrategic or Co-development PartnerConservation partner in the Campo Ma'an National Park project supporting anti-poaching and species protection efforts.
• Ville de FarnhamcoreStrategic or Co-development PartnerPartnership for restoration and preservation of the 22-hectare Farnham Nature Centre brownfield site, protecting habitat for threatened species including wood turtles and little brown bats.
• École secondaire Jean-Jacques-BertrandminorStrategic or Co-development PartnerEducational partner with students participating in biodiversity garden creation and plantings for the Farnham Nature Centre restoration.
• David Suzuki FoundationminorStrategic or Co-development PartnerBiodiversity and environmental partnership renewed in 2026 as part of Cascades sustainability initiatives.
• Nature Conservancy of CanadaminorStrategic or Co-development PartnerPartnership for protecting Quebec's biodiversity, announced in October 2025.
• Ville de GranbycoreStrategic or Co-development PartnerPartner city providing support and recognition as a regional economic driver. The zoo is a key tourism asset for the Granby region.
• Coca-ColaminorGTM or Marketing PartnerCorporate sponsor partner with shared mission of refreshing people and creating value in the community.
• EnergirminorGTM or Marketing PartnerCorporate energy partner supporting sustainable development initiatives.
• Les DébrouillardsminorGTM or Marketing PartnerMedia partner reaching youth and families through magazines, books, digital content, TV shows, and podcasts about science and nature.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Vancouver Aquarium: Vancouver Aquarium is a non-profit marine science centre focused on aquatic animal exhibits, conservation, and education. It is comparable in mission, non-profit operation, and AZA-equivalent accreditation, although operating in a different climate and emphasizing aquatic species.
• Assiniboine Park Zoo (Winnipeg): Assiniboine Park Zoo is an AZA-accredited Canadian zoo known for its Journey to Churchill exhibit and conservation focus. Comparable to Zoo de Granby as a Western Canadian zoological institution with strong conservation programming, educational offerings, and seasonal visitation.
• Toronto Zoo: Toronto Zoo is Canada's largest zoo with over 5,000 animals across ~500 species, an AZA-accredited charitable organization offering year-round animal exhibits, educational programming, and conservation programs. It is directly comparable to Zoo de Granby as a Canadian non-profit zoo operator with similar conservation, SSP, and visitor experience offerings.
• Calgary Zoo: Calgary Zoo is an AZA-accredited, not-for-profit zoological institution in Alberta operating across themed geographic regions (Destination Africa, Canadian Wilds, Penguin Plunge, etc.). It competes with Zoo de Granby for Canadian visitor mindshare, SSP participation, and donor dollars in the conservation sector.

Broad incumbents

• Warner Bros. Movie World (Canada's Wonderland / La Ronde operator context): Canada's Wonderland (by Cedar Fair) and La Ronde (Six Flags) are major amusement parks with waterparks and rides in Ontario and Quebec respectively. They are broad entertainment comparables competing for the same family/seasonal pass spend, with deeper ride expertise and proven by-the-ticket monetization models.
• Sedgwick County Zoo / Omaha Henry Doorly Zoo (U.S. Zoo peer set): Omaha's Henry Doorly Zoo & Aquarium is one of the largest U.S. accredited zoos with significant conservation initiatives, immersive exhibits (Desert Dome, Lied Jungle), and 2M+ annual visitors. It represents the higher end of the AZA zoo scale and is comparable in non-profit, conservation, and multi-attraction positioning.

Regional players

• Parc Safari: Parc Safari is a Quebec-based wildlife park featuring drive-through safari experiences and animal interactions. It overlaps Zoo de Granby's regional catchment and educational/themed-entertainment positioning but emphasizes drive-through safari rather than walkthrough zoo exhibits.
• Marineland of Canada (Niagara): Marineland is a Canadian animal theme park featuring marine and land animals alongside amusement rides, also based in Ontario. Although it has experienced significant controversy and reduced operations, it is historically comparable as a multi-attraction Canadian zoo+amusement park peer to Zoo de Granby's combined park model.

Others

• Bromont, montagne d'expériences: Bromont is Zoo de Granby's combo-membership partner, a four-season outdoor recreation destination in Quebec offering hiking, mountain biking, water park, and skiing. It is comparable as an adjacent regional leisure operator and shares a reciprocal pass relationship with the zoo, even though it is not a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/photo?fbid=537502438572608&set=a.499917492331103
• LinkedInlinkedin.com/company/granby-zoo
• Instagraminstagram.com/p/CZMy6pIsjys/?hl=fr-ca
• TikToktiktok.com/@zoodegranbyofficiel/video/7206413566700702982
• Xx.com/ZoodeGranby

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zoo de Granby