Saint Louis Zoo

What Saint Louis Zoo does

The Saint Louis Zoo is a 501(c)(3) non-profit, AZA-accredited zoological institution located in Forest Park, St. Louis, Missouri, operating as one of only three free zoos in the United States. It serves approximately 2.7 million annual visitors — 80% from the Missouri-Illinois bi-state region plus nearly 1 million tourists — across six themed zones (Discovery Corner, The Wild, River's Edge, Red Rocks, Historic Hill, Lakeside Crossing) housing a 90+ year accumulated animal collection. Revenue is generated through a diversified mix of paid attractions (parking, Adventure Pass bundling, 21 distinct Behind-the-Scenes Tours priced $40-$175), 50,000+ member households, a 3,000 sq ft Safari Gift Shop plus a global eStore, event hosting, corporate partnerships (Marlin Perkins Society), and donations/grants.

Beyond visitor experiences, the Zoo operates significant scientific infrastructure: a reproductive sciences program featuring cryopreservation and the first-ever vitrification of wild species gametes, the AZA Reproductive Management Center, a contraception database exceeding 50,000 records, and behavioral science research using ZooMonitor and Noldus Observer XT software. It is a partner in the Mexican Gray Wolf Recovery Program with USFWS and collaborates with the Infertility Center of Saint Louis and Washington University's Living Earth Collaborative.

The Zoo is mid-execution on its largest expansion: WildCare Park, a 425-acre safari park and conservation center in Spanish Lake (North St. Louis County) scheduled to open in 2027. Distribution channels include physical grounds, e-commerce (estore.stlzoo.org), a 200,000+ email subscriber newsletter, and aggregated social media following exceeding 900,000 across Facebook, Instagram, X, TikTok, YouTube, and Threads. Recent leadership additions include Kirby Meyer as Chief Experience Officer (March 2026).

Name

Saint Louis Zoo

Legal name

Saint Louis Zoo

Website

https://stlzoo.org

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Saint Louis Zoo is a non-profit, AZA-accredited zoological institution in St. Louis, Missouri, operating as one of only three free U.S. zoos and serving 2.7 million annual visitors through physical attractions, tours, memberships, retail, and conservation science, with a 425-acre WildCare Park expansion slated for 2027.

Ownership category

akta.pro rank

Product category

Zoological Park and Wildlife Conservation

NAICS

Zoos and Botanical Gardens (712130), Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)

akta.pro secondary industry

Safari Parks & Drive-Through Wildlife Parks (THAAAFAD)

Keywords

• Wildlife conservation
• Zoo attractions
• Animal welfare
• Conservation education
• Zoo membership

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Memberships: Over 50,000 member households pay annual dues for benefits including free parking, discounts, and exclusive access.
2. Corporate Partnerships and Sponsorships: Annual corporate donors and cause-related marketing partnerships with companies seeking visibility at the zoo.
3. Parking Fees: Vehicle parking fees generate significant revenue from 2.7 million annual visitors.
4. Behind-the-Scenes Tours: Premium guided experiences ranging from $40-$175 per person for exclusive animal encounters.
5. Retail (Gift Shops and eStore): Physical Safari Gift Shop (3,000 sq ft) and online eStore selling merchandise, adoptions, and zoo products.
6. Donations and Grants: As a 501(c)(3) non-profit, the zoo relies on charitable contributions from individuals and foundations.
7. Event Hosting: Venue rentals for events including Night at the Zoo, corporate events, and private functions.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Saint Louis Zoo is a non-profit zoological institution that provides free general admission to its animal exhibits across six themed zones, supported by revenue from paid attractions, premium guided tours, annual memberships, retail, dining, parking, corporate sponsorships, and event hosting. The Zoo combines public wildlife education, conservation science (including the WildCare Institute and AZA Reproductive Management Center), and breeding programs for endangered species such as Mexican gray wolves, with a comprehensive Education Programs portfolio for schools, families, and individuals.

Product overview

The Saint Louis Zoo is a non-profit institution and one of only three free zoos in the United States, serving approximately 2.7 million annual guests. The Zoo's product portfolio centers on visitor experiences and conservation education, combining physical attractions with digital services. Core offerings include the Adventure Pass (bundled attraction access), Behind-the-Scenes Tours (21 distinct animal and facility experiences ranging from $40 to $175 per person), and annual Membership programs. Supporting retail operations include the Safari Gift Shop and eStore e-commerce platform. Major developments include WildCare Park (scheduled 2027 opening) and seasonal attractions like Dinoroarus. Digital services encompass Live Animal Webcams and a Virtual Reality Experience attraction. The Zoo also operates comprehensive Education Programs for schools, families, and individuals, including internships and volunteer opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Adventure Pass A bundled ticket option offering discounted admission to multiple Zoo attractions including Zooline Railroad, Conservation Carousel, and other experiences. Adult online price starts at approximately $34 with savings versus in-person pricing; valid for the 2026 season from March 1 through November 30.
• Behind-the-Scenes Tours A collection of premium guided tours offering exclusive access to animal areas and behind-the-scenes experiences. Includes 21 distinct tours such as Animal Nutrition Center, Chirping Cheetahs, Elephant Excursion ($125), Gentle Giants, Grizzly Bear, Orangutan Hang, Penguin Encounter ($115), Planet Protectors, Reptile Rendezvous, Rhino Ramble, Sea Lion Encounter, Tour de Tortoise, Train-rific Tour, Vet Hospital Tour, Wade with the Rays ($175), Birds of a Feather, Ears Paws and Claws, Gorilla Trek ($100), Hippo Howdy, Pollinator Pals, Primate Perspective, and Sloth Slowdown. Prices range from $40 to $175 per person.
• Safari Gift Shop A 3,000 square foot physical retail gift shop at the Zoo's south entrance offering Zoo-themed products including toys, apparel, souvenirs, and sundries, open daily year-round. Proceeds support the Zoo's conservation mission.
• eStore Online retail platform for purchasing Zoo merchandise, event tickets, tours, and adventure passes. Accessible globally online.
• Membership Program Annual membership program with multiple tiers offering benefits including free parking, discounts on food and retail, and special event access. Over 50,000 member households support the Zoo annually through recurring membership dues.
• Zooline Railroad A historic train attraction offering rides around the Zoo grounds; behind-the-scenes Train-rific Tour includes access to the train shed and engine viewing.
• Conservation Carousel A carousel attraction located in The Wild zone of the Zoo, available to visitors and included with select pass products.
• Dinoroarus A dinosaur-themed seasonal attraction featuring animatronic dinosaurs in the Historic Hill zone, returning for a limited time each year.
• Virtual Reality Experience A motion-platform virtual reality experience featuring live-action and animated educational content; minimum height requirement of 40 inches applies.
• WildCare Park A world-class safari park and conservation center under development on 425 acres in Spanish Lake (North St. Louis County) near the confluence of the Mississippi and Missouri Rivers, scheduled to open in 2027. Will offer wildlife experiences and house a conservation center for endangered species.
• Live Animal Webcams Live streaming video feeds featuring various Zoo animals, allowing remote engagement with Zoo animals via the website.
• Education Programs Comprehensive educational offerings including camps, classroom programs, field trips, preschool programs, and Zoo docent-led tours serving schools and organizations from preschool through college.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• St. Louis Children's HospitalcoreStrategic or Co-development PartnerSt. Louis Children's Hospital sponsors the Zoo's First Aid Station, located next to the Conservation Carousel in The Wild. The station also offers a family restroom and lactation room, demonstrating community health partnership.
• Metro (St. Louis Metro Transit)minorStrategic or Co-development PartnerPublic transit partnership allowing visitors to ride MetroLink to Forest Park/DeBaliviere station and connect via MetroBus route #90 Hampton to the Zoo's North Entrance.
• Marlin Perkins Society Corporate PartnerscoreChannel Partner/ Reseller/ DistributorAnnual corporate donors program offering exclusive opportunities including volunteering, event access, Zoo discounts, and name recognition. Supports the Zoo's mission while enhancing corporate visibility.
• Infertility Center of Saint LouiscoreStrategic or Co-development PartnerCollaborative partnership in reproductive science enabling the Zoo to apply vitrification techniques to wild species, becoming the first to do so for endangered Mexican wolves.
• U.S. Fish & Wildlife Service (USFWS)coreStrategic or Co-development PartnerMexican Gray Wolf Recovery Program partnership under which the Zoo maintains a frozen semen bank for conservation of this endangered species.
• Washington University in St. LouisminorStrategic or Co-development PartnerCollaboration through the Living Earth Collaborative (LEC) to offer paid summer internships to Washington University undergraduates in the Zoo's research departments.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Philadelphia Zoo: America's first zoo and AZA-accredited. Comparable as an urban legacy zoo with similar exhibit types, membership programs, education offerings, and conservation mission.
• Brookfield Zoo (Chicago Zoological Society): AZA-accredited zoo near Chicago serving Illinois residents who also represent a significant portion of Saint Louis Zoo visitors. Comparable in size, exhibit offerings, conservation programming, and family attraction positioning.
• Denver Zoo Conservation Alliance: AZA-accredited zoo with strong conservation and research programs. Comparable in scale, family attraction positioning, and educational programming for the Mountain/Midwest visitor base.
• Smithsonian's National Zoo: Free, AZA-accredited urban zoo in Washington D.C. that operates as a direct peer with a similar free admission model, conservation focus, educational programming, and large visitor base (~2M annually).
• Bronx Zoo: One of the largest AZA-accredited zoos in the U.S. operated by WCS. Comparable in scale, conservation science, and educational offerings; differs by paid admission but shares membership program structure and conservation mission.
• Cincinnati Zoo & Botanical Garden: AZA-accredited Midwestern zoo with strong conservation, education, and family programming. Comparable in regional family attraction positioning, annual attendance scale (~1.5-2M), and membership-based business model.

Broad incumbents

• Disney's Animal Kingdom: Massive theme park with animal exhibits operated by Disney. While a paid theme park rather than a traditional zoo, it competes for family entertainment spend and offers safari-like experiences, conservation messaging, and themed attractions on a much larger scale.
• San Diego Zoo Wildlife Alliance: One of the most prominent AZA-accredited zoo organizations globally. While more specialized in safari park operations (San Diego Zoo Safari Park), comparable in conservation research leadership, cryopreservation programs, and membership scale.

Regional players

• Omaha's Henry Doorly Zoo and Aquarium: AZA-accredited zoo in Omaha, Nebraska consistently ranked among top U.S. zoos. Comparable in exhibit scale, conservation science, and large-attraction positioning, though more regionally distant than direct St. Louis competitors.
• Kansas City Zoo & Aquarium: AZA-accredited zoo in Kansas City, Missouri. Operates in the same Midwest region and competes for similar Missouri/Kansas family visitors, with comparable exhibits, education programs, and membership offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/stlzoo
• YouTubeyoutube.com/@stlzootube
• Facebookfacebook.com/stlzoo
• Instagraminstagram.com/stlzoo
• TikToktiktok.com/@stlzoo
• LinkedInlinkedin.com/company/saint-louis-zoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Saint Louis Zoo