Assiniboine Park Conservancy

What Assiniboine Park Conservancy does

Assiniboine Park Conservancy is a Winnipeg-based nonprofit conservancy operating a roughly 400-acre urban park, the Assiniboine Park Zoo, and The Leaf botanical attraction on Treaty 1 territory in Manitoba. The free 24-hour public park anchors the portfolio, while the AZA-accredited Zoo (housing 200+ species across exhibits such as Journey to Churchill, Toucan Ridge, Aunt Sally's Farm, Animals of Asia, Open Range, and seasonal Monsters of the Abyss and Dinosaurs UnCovered) and the LEED-certified The Leaf biomes drive admission revenue via timed-entry ticketing through the tickets.assiniboinepark.ca webstore and on-site gates. The organization also operates Gather Craft Kitchen & Bar, Park Café, Cargo Bar, Tundra Grill, gift shops, the Lyric Theatre, and an on-Park Wildlife Rescue and Drop-off Centre.

The business is multi-revenue-streamed: general admissions to Zoo and The Leaf, four annual membership tiers (Zoo, Leaf, Inspire, Inspire Conservation) ranging from $32 to $542, on-site food/beverage/retail, signature ticketed events (Brew at the Zoo, Garden Party, From Garden to Gather, Great Outdoors Comedy Festival), donations and planned-giving programs (Park Champions, Tribute, ParkShare Today Fund, ParkShare Endowment Fund), corporate partnerships across presenting/supporting tiers, raffles (LGCA #4914-RF-51176), and federal/provincial/municipal grants. Its go-to-market is direct-to-consumer (ticketing, memberships, on-site spend) layered with event-driven demand generation (Summer Entertainment Series, Canada Day, Indigenous Peoples Day, Wildest Dreams) and community-led engagement (ParkShare, Indigenous Youth Storytelling, LifeTime at The Leaf, PaRx, Community Access Vouchers, Outreach, Schools & Groups).

Underlying technology is conventional ecommerce and operations infrastructure: an online webstore and timed-entry ticketing system, an online raffle platform via fundingchange.ca, a public Merx procurement/tendering portal, and LEED-certified sustainable building systems at The Leaf. The organization has 251–500 employees, is structured as an independent nonprofit (no parent, no public listing), holds AZA, WAZA, American Public Gardens Association, and Rainbow Registered credentials, and is the only AZA-accredited zoo in Manitoba. A $130 million The Leaf construction project is the subject of ongoing litigation, with an additional lawsuit filed in December 2025.

Name

Assiniboine Park Conservancy

Legal name

Assiniboine Park Conservancy

Website

https://assiniboinepark.ca

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Assiniboine Park Conservancy is a Winnipeg-based nonprofit that operates the 400-acre Assiniboine Park, the AZA-accredited Assiniboine Park Zoo, and the LEED-certified The Leaf botanical attraction, serving general visitors, members, schools, community organizations, and event hosts through admissions, memberships, donations, sponsorships, and government grants.

Ownership category

akta.pro rank

Product category

Zoological & Botanical Attractions

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190), Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900), Retail-Building Materials, Hardware, Garden Supply (5200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Zoological park services
• Botanical garden attractions
• Wildlife conservation programs
• Public park operations
• Community education programs

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Annual memberships (Zoo, Leaf, Inspire, Inspire Conservation): Recurring annual membership program with four tiers and six price bands (Child 3-17, Individual 18-59, Senior 60+/Student, Dual 18+, Family, Single Add-on). Memberships are non-refundable, non-transferable, valid for one year from purchase month. Inspire Conservation tier includes a contribution to the Wildlife Conservation Fund.
2. General admission to Zoo and The Leaf: Day-of admission tickets sold via online webstore and on-site gates; The Leaf uses timed-entry ticketing due to limited biome capacity. Park itself is free 24/7.
3. Fundraising raffle (Online Raffle): Annual online raffle with tiered ticket pricing (Single $25, 3 for $50, 10 for $100) for a curated prize (e.g., 7-day Tuscany trip), run through fundingchange.ca; LGCA #4914-RF-51176. Proceeds support Park care and enhancement.
4. Donations, tribute programs, planned giving, Park Champions, ParkShare: Multi-channel charitable giving including general donations, tribute programs, planned giving, monthly Park Champions program, and the ParkShare Today Fund and ParkShare Endowment Fund for accessibility.
5. Ticketed signature events (e.g., Brew at the Zoo, Garden Party, From Garden to Gather): Adults-only and signature fundraising events with tiered ticketing (e.g., Brew at the Zoo Premium $85, General $65, DD $30); some events include food/beverage pairings (e.g., From Garden to Gather $195).
6. Hosted private events (weddings, corporate, picnics, photography): Facility rental and event hosting services across outdoor spaces, Pavilion, Lyric Theatre, etc. for weddings, corporate events, picnics, and photography.
7. On-site food, beverage, and retail (Gather, Park Café, Tundra Grill, gift shops): Food and beverage (Gather Craft Kitchen & Bar, Park Café, Tundra Grill, on-site concessions) and retail (gift shops) generate ancillary revenue. Members receive 10% off at participating outlets.
8. Corporate partnerships and sponsorships: Corporate sponsorship revenue across events (e.g., Casinos of Winnipeg as Summer Entertainment Series presenter; Maple Leaf Construction as Wildest Dreams Presenting Partner; Manitoba Liquor Mart for Pop-Up Patio; Richardson Foundation for Summer Concert Series; Manitoba Blue Cross for Wellness Wednesdays).
9. Government grants and public funding: Public-sector funding from federal, provincial, and municipal sources (e.g., $1.85M federal investment through PrairiesCan supporting Manitoba tourism/cultural projects including APC).

Pricing tiers

Go-to-market motion4 records

Distribution channels1 record

Marketing channels8 records

Core offering

Assiniboine Park Conservancy operates three integrated attractions in Winnipeg: a free 24/7 public urban park (~400 acres), an admission-based AZA-accredited zoological park (Assiniboine Park Zoo) housing 200+ species across themed exhibits, and The Leaf, a LEED-certified horticultural attraction with indoor biomes and outdoor gardens. Core monetized offerings include Zoo and Leaf admission tickets, four tiers of annual memberships, signature events (Brew at the Zoo, Garden Party, raffle), educational programs and workshops, hosted private events, and on-site dining and retail.

Differentiator

Problem solved

Functional benefit

Brands

• Assiniboine Park Zoo: Zoo attraction operated by the Conservancy featuring Journey to Churchill, Aunt Sally's Farm, Toucan Ridge, Animals of Asia, Kinsmen Discovery Centre, McFeetors Heavy Horse Centre, Grasslands & Boreal Forest, Open Range, Monsters of the Abyss, and Dinosaurs UnCovered.
• The Leaf
• Gather Craft Kitchen & Bar
• Park Café
• Cargo Bar

Products and services

• Assiniboine Park Zoo Admission Admission-based access to the Assiniboine Park Zoo, housing 200+ animal species across themed exhibits (Journey to Churchill, Aunt Sally's Farm, Toucan Ridge, Animals of Asia, Kinsmen Discovery Centre, McFeetors Heavy Horse Centre, Grasslands & Boreal Forest, Open Range, and seasonal exhibits). Daily operation 9 a.m. - 5 p.m. for general visitors, families, and tourists.
• The Leaf Admission Timed-entry admission to The Leaf, a LEED-certified horticultural attraction featuring indoor biomes (tropical, Mediterranean, and others), outdoor gardens, and event spaces. Operates daily 9 a.m. - 9 p.m. for general visitors, families, and tourists.
• Annual Memberships (Zoo, Leaf, Inspire, Inspire Conservation) Recurring annual membership program offering unlimited admission plus member benefits. Zoo ($47.35-$230.50), Leaf ($32.15-$171.45), Inspire combined ($71.55-$361.70), and Inspire Conservation with Wildlife Conservation Fund contribution ($107.30-$542.60). Valid one year from purchase; non-refundable and non-transferable.
• Behind the Scenes Zoo Experiences Premium guided tours of specific Zoo habitats including Polar Bear, Snow Leopard, Harbour Seal, Tiger, Predator and Prey, and Toucan Ridge, offered as paid experiences throughout the summer for individual visitors and small groups.
• Slow Flow Yoga with Jackie Enberg Paid weekly Wednesday slow flow yoga class at The Pavilion led by Jackie Enberg. $112 + GST per person for a 7-session block; members receive 10% off.
• Zoo Photography Workshop Early-morning hands-on animal photography workshop at the Assiniboine Park Zoo led by photographer Wayne Hewitt. $75 + GST per person; includes Zoo admission.
• Botanical Bounty: Edible and Helpful Plant Walk Guided foraging walk through Assiniboine Park led by Barret Miller, covering edible plants, foraging ethics, safety, and urban wild space conservation. $18 + GST per person.
• Patent 5 Cocktail Workshops (Gin and Whiskey) Hands-on gin and whiskey cocktail-making workshops hosted at The Leaf in partnership with Patent 5 Distillery. Gin class ($80 + GST, 18+) includes Berry Collins, Classical Martini, and Clover Club; whiskey class features Paper Plane, Whiskey Sour, and Old Fashioned.
• From Garden to Gather Multi-course garden-to-table tasting dinner starting with a guided tour of the Kitchen Garden at The Leaf, followed by a 6-7 course meal at Gather Craft Kitchen & Bar. $195 + GST per person, including tour, food, wine and cocktail pairings, and gratuity.
• Brew at the Zoo Adults-only (18+) after-hours craft beverage sampling event at Assiniboine Park Zoo with sensory table activities, games, live DJ, Brew Awards voting, and food trucks. Tiered ticketing: Premium $85, General $65, Designated Driver $30.
• Assiniboine Park Online Raffle Annual online raffle offering a 7-day Tuscany, Italy trip for two. Single Tickets $25; 3 Tickets $50; 10 Tickets $100. Proceeds support Park care and enhancement. LGCA #4914-RF-51176.
• Hosted Private Events (Weddings, Corporate, Picnics, Photography) Facility rental and event hosting services across outdoor spaces, Pavilion, Lyric Theatre, and other Park venues for weddings, corporate events, picnics, and photography. Event catering available via Gather Craft Kitchen & Bar and Park Café.
• Schools & Groups Programs (Field Trips, Camps, Workshops) Curriculum-aligned field trips, group tours, classroom programs, school workshops, summer camps, Park Tots, and Behind the Scenes Zoo Experiences booked via the Schools & Groups channel and [email protected].
• Gather Craft Kitchen & Bar Restaurant located at The Leaf offering a curated seasonal menu featuring fresh ingredients from the on-site Kitchen Garden, with wine and cocktail pairings, communal harvest table dining, and chef-led multi-course tasting experiences. Members receive 10% off.

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

26 partnerships are on record, tiered flagship, core and minor.

• Casinos of WinnipegflagshipGTM or Marketing PartnerPresenting sponsor of the Assiniboine Park Summer Entertainment Series, including the Summer Concert Series at the Lyric Theatre, Jazz in the Leo Mol Sculpture Garden, Movies in the Park, Garden Concert Series at The Leaf, and Wellness Wednesdays.
• Maple Leaf Construction Ltd.flagshipGTM or Marketing PartnerPresenting Partner for the Wildest Dreams event at Assiniboine Park Zoo, which provides children facing health/socio-economic challenges a once-in-a-lifetime experience; also serves as Presenting Partner for the ParkShare Today initiative.
• Winnipeg KinsmencoreGTM or Marketing PartnerPresenting Partner for the LifeTime at The Leaf program, which commenced in 2023 and serves older adults facing financial, transportation or socialization barriers with monthly facilitated experiences (20-30 participants per session) with a food component.
• Johnston GroupcoreGTM or Marketing PartnerSupporting partner of the Community Access Vouchers program, which distributes free admission vouchers to the Assiniboine Park Zoo and The Leaf annually through formal partnerships with United Way and other community agencies.
• PaRx - A Prescription for NaturecoreStrategic or Co-development PartnerPartnership to raise awareness about the health benefits of spending time in nature and reduce financial barriers; patients who receive a PaRx prescription are eligible for 50% off an individual annual Inspire membership when presenting the prescription in person at the Zoo or The Leaf.
• Association of Zoos and Aquariums (AZA)flagshipStrategic or Co-development PartnerAccreditation and ecosystem membership; APC members receive discounted admission at participating AZA-accredited facilities, supporting reciprocal visitation.
• WAZA (World Association of Zoos and Aquariums)coreStrategic or Co-development PartnerGlobal alliance membership displayed on the APC homepage, signaling international conservation alignment.
• American Public Gardens AssociationcoreStrategic or Co-development PartnerProfessional membership supporting The Leaf's horticultural mission; logo displayed on APC homepage.
• Tourism WinnipegcoreGTM or Marketing PartnerDestination-marketing partner featured on APC homepage; co-promotes Assiniboine Park as a Winnipeg tourism attraction.
• Travel ManitobacoreGTM or Marketing PartnerProvincial destination-marketing partner featured on APC homepage; co-promotes Assiniboine Park as a Manitoba tourism attraction.
• Manitoba Liquor MartflagshipGTM or Marketing PartnerPresenting Partner for the Pop-up Patio at The Pavilion during Canada Day festivities (and other programming); the patio offers food, beer, and a relaxed gathering space.
• Richardson FoundationflagshipGTM or Marketing PartnerPresenting Partner for the Summer Concert Series at the Lyric Theatre (Thursdays and Sundays at 7pm-9pm) as part of the Summer Entertainment Series.
• Manitoba Blue CrosscoreGTM or Marketing PartnerPresenting Partner for Wellness Wednesdays at the Lyric Theatre, providing a warm-up before yoga sessions throughout August.
• McFadden Benefits & PensioncoreGTM or Marketing PartnerPresenting Partner for Gardener Chats at The Leaf, held daily within the biomes at 11:30am and 1:30pm (weekdays) and 11:30am (weekends).
• Park CafécoreGTM or Marketing PartnerPresenting Partner for Jazz in the Leo Mol Sculpture Garden, held Sundays at 12pm-1pm throughout July and August as part of the Summer Entertainment Series.
• Gather Craft Kitchen & BarcoreGTM or Marketing PartnerSupporting Partner for the Summer Concert Series at the Lyric Theatre; also APC's on-site restaurant at The Leaf.
• Tundra GrillcoreGTM or Marketing PartnerSupporting Partner for Movies in the Park at the Lyric Theatre; APC's on-site restaurant at the Zoo.
• Levy CanadacoreGTM or Marketing PartnerSupporting Partner for the Canada Day Celebration at Assiniboine Park.
• Prairie Mobile CommunicationscoreGTM or Marketing PartnerIn-kind supporter of Canada Day and Indigenous Peoples Day celebrations at Assiniboine Park; also listed as a Supporter of the Wildest Dreams event.
• Continental TravelminorGTM or Marketing PartnerRaffle partner providing the curated 7-day Tuscany trip prize for the Assiniboine Park Online Raffle.
• Air CanadaminorGTM or Marketing PartnerRaffle partner providing economy standard airfare from Winnipeg to Rome for the winner and travel companion as part of the Tuscany trip prize.
• Trixstar LIVEcoreStrategic or Co-development PartnerThird-party presenter of the Great Outdoors Comedy Festival (GOCF), an adults-only (18+) comedy event held at the Lyric Theatre Field July 17-19 with afternoon shows on July 18-19; ticketed, fenced event with associated road closures and parking arrangements.
• TC EnergycoreGTM or Marketing PartnerSupporting Partner of the Wildest Dreams event at Assiniboine Park Zoo.
• PayworkscoreGTM or Marketing PartnerSupporting Partner of the Wildest Dreams event at Assiniboine Park Zoo.
• Parks CanadacoreStrategic or Co-development PartnerCommunity Partner of the Wildest Dreams event supporting accessibility and shared conservation/community engagement.
• FolkloramacoreGTM or Marketing PartnerProgramming partner presenting select performances in the Summer Concert Series (Son D'Arranke, El Leon & The Strangers, Onna Lou, Brazilian Vibe Duo, Rosemarie Todaschuk Duo) and a Community Partner of Wildest Dreams.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toronto Zoo: Large AZA-equivalent Canadian zoological park with multi-attraction footprint (zoo, themed geographic zones, education programs, events). Closest comparable in scale, governance (nonprofit), and programming mix to APC.
• Henry Doorly Zoo and Aquarium (Omaha): Large AZA-accredited zoo with indoor biomes/desert dome and significant capital projects, offering memberships, events, and education programs — comparable in facility investment intensity.
• Como Park Zoo & Conservatory: Nonprofit zoo paired with a public conservatory and free park, with admission-based attractions, memberships, and education programs — closely mirrors APC's park + zoo + botanical combination.
• Granby Zoo (Zoo de Granby): Canadian nonprofit zoo with themed exhibits, waterpark, events, and membership tiers. Comparable scale and mixed attraction/revenue model.
• Calgary Zoo: AZA-accredited Canadian zoo operating as a nonprofit conservancy with gardens, conservation programming, events, and memberships — directly comparable business model and revenue mix.
• Muttart Conservatory (Edmonton): Public botanical attraction with four glass biomes and seasonal floral displays on a Canadian Prairie footprint — directly comparable to The Leaf's biome-ticketed concept.
• Vancouver Aquarium (Ocean Wise): Nonprofit aquarium/conservation organization with memberships, animal exhibits, education programs, and events — comparable nonprofit zoo/aquarium operating model.
• Royal Botanical Gardens (Ontario): Canada's largest botanical garden and a member of the American Public Gardens Association, operating gardens, indoor biomes, education programs, events, and memberships — directly comparable to The Leaf component of APC.

Broad incumbents

• San Diego Zoo Wildlife Alliance: AZA-accredited zoological nonprofit with global conservation footprint, memberships, and large capital projects. Overlaps with APC on mission, accreditation, and membership model but operates at materially larger scale.
• Wildlife Conservation Society (Bronx Zoo): AZA-accredited zoological nonprofit with multi-park portfolio, conservation research, and memberships — comparable mission and operating model but at significantly larger scale than APC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/assiniboineparkzoo
• Instagraminstagram.com/assiniboineparkzoo

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

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 Assiniboine Park Conservancy