Racine Zoo

What Racine Zoo does

Racine Zoo, operated by the Racine Zoological Society as a 501(c)(3) nonprofit established in 1923, is a 32-acre AZA-accredited zoological park located on the Lake Michigan shoreline in Racine, Wisconsin. It maintains a collection of over 300 animals representing more than 75 species and participates in 12 Species Survival Plans covering endangered species including the Eastern Black Rhinoceros, Orangutan, Masai Giraffe, and Canada Lynx. The facility serves over 140,000 annual visitors and is one of only 247 AZA-accredited zoos in North America, with reciprocal admission partnerships extending to 120+ member institutions.

The zoo operates a diversified revenue model spanning admissions ($5-$7 per person seasonally), seven membership tiers ($50-$1,000 annually), education programs (Zoo Camp, field trips, scout programs, Lil' Explorers Preschool, Senior Safaris, animal encounters), ticketed events (Zoo Debut gala, Animal Crackers concert series, World Roar Wine Pour Wednesdays, Boo at the Zoo), facility rentals, the Zootique gift shop, and a broad donations and planned-giving program including the A.D.O.P.T. animal sponsorship program and Kama's Legacy Circle. Approximately 25 full-time staff are supplemented by AmeriCorps members (RZAP, established 2019), adult volunteers, and a volunteen program for teens ages 13-18.

Distribution occurs primarily through the on-site campus, the ZooMobile off-campus program reaching schools and senior facilities within a one-hour radius across Southeast Wisconsin and Northern Illinois, an e-commerce gift shop, and digital channels including a monthly Wildlife Matters online magazine, YouTube-hosted "Racine Zoo to You" TV show, and active social media presence. Conservation programming spans local initiatives (FrogWatch USA, Wisconsin ornate box turtle head-start), national efforts (AZA SAFE across eight species, Seafood Watch), and international projects (Giraffe Conservation Foundation, Sea Turtle Conservancy, Orangutan SSP, Zoo Conservation Outreach Group).

Name

Racine Zoo

Legal name

Racine Zoological Society

Website

https://racinezoo.org

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

11–50 employees

Short description

Racine Zoo is a 100-year-old, AZA-accredited nonprofit zoological park in Racine, Wisconsin, operating on a 32-acre Lake Michigan site with 300+ animals across 75+ species. It serves 140,000+ annual visitors through admissions, tiered memberships, education programs, events, retail, donations, and conservation partnerships.

Ownership category

akta.pro rank

Product category

Zoo and Wildlife Park

NAICS

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

akta.pro primary industry

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

akta.pro secondary industry

Wildlife Conservation & Species Protection (BPAGAGAB)

Keywords

• Zoo admission
• Wildlife education
• Animal encounters
• Zoo memberships
• Conservation programs

Headquarters

HQ city

Racine

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Admission Fees: Gate admission revenue from over 140,000 annual visitors. General admission ranges from $5 (Nov-Mar) to $7 (Apr-Oct) per person with group rates available.
2. Memberships: Annual membership tiers from $50 Individual to $1,000 Safari Club Director, providing recurring revenue and customer retention. Includes reciprocal admission to 120+ AZA institutions.
3. Education Programs: Revenue from school field trips, summer camps, scout programs, birthday parties, senior safaris, behind-the-scenes encounters, and Slumber Safari overnight programs.
4. Special Events: Ticketed events including Zoo Debut gala, Animal Crackers concert series, World Roar Wine Pour Wednesdays, and Boo at the Zoo.
5. Gift Shop (Zootique): Retail merchandise including plush animals, apparel, puzzles, jewelry, and crafts. Also available online and during events.
6. Donations and Fundraising: Cash donations, planned giving (Kama's Legacy Circle), animal adoption (A.D.O.P.T. program), memorial bricks, benches, and trees.
7. Facility Rentals: Private event space rentals including Safari Deck, Jungle Junction, Bear Backyard, and amphitheater for weddings, corporate events, and parties.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Racine Zoo is a 32-acre AZA-accredited nonprofit zoo on the Lake Michigan shoreline in Racine, Wisconsin, home to over 300 animals representing approximately 75 species. The zoo operates gate admissions, annual memberships, education programs (camps, field trips, scout programs, encounters), retail (Zootique gift shop), venue rentals, and conservation initiatives supporting local, national, and international wildlife protection efforts.

Product overview

Racine Zoo is a 32-acre AZA-accredited nonprofit zoo on the shores of Lake Michigan in Racine, Wisconsin, home to approximately 75 species and over 300 animals. The organization operates a comprehensive portfolio of visitor-facing products and services organized around five core pillars: (1) Memberships offering tiered admission benefits from Individual ($50) to Safari Club Director ($1,000) levels; (2) Education programs including Zoo Camp, Slumber Safari, Lil' Explorers Preschool, Field Trips, Scout Programs, Animal Encounters, and Animal Programs; (3) Events and entertainment including Zoo Debut gala, Animal Crackers Concert Series, World Roar Wine Pour Wednesdays, and seasonal celebrations; (4) Retail operations through the Zootique gift shop plus commemorative items (bricks, benches, trees); and (5) Conservation programs spanning local initiatives (FrogWatch USA, WI DNR Frog Survey), national partnerships (AZA SAFE, 96 Elephants, Seafood Watch), and international efforts (Giraffe Conservation, Orangutan SSP, Sea Turtle Conservancy). Additional offerings include the AmeriCorps educational program, Volunteer/Volunteen programs, TV show ('Racine Zoo to You'), Wildlife Matters online magazine, and an A.D.O.P.T. animal sponsorship program. The zoo also operates venue rentals for weddings and events. Founded in 1923 and operated by the Racine Zoological Society, the zoo serves over 140,000 annual visitors.

Differentiator

Problem solved

Functional benefit

Products and services

• Zoo Memberships
• Zoo Camp
• Slumber Safari
• Wild Birthday Parties
• Animal Encounters and Behind-the-Scenes Tours
• Animal Programs (Field Trips and ZooMobile)
• Zootique Gift Shop
• Scout Programs
• A.D.O.P.T. An Animal Program
• Zoo Debut
• Animal Crackers Concert Series
• World Roar Wine Pour Wednesdays
• Senior Safaris
• Lil' Explorers Preschool
• Facility and Venue Rentals
• General Zoo Admissions
• Memorials and Commemorative Items
• Gift Certificates
• Donations and Fundraising Support

Quantifiable outcome

• 140,000+ annual visitors
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Association of Zoos and Aquariums (AZA)coreStrategic or Co-development PartnerThe Racine Zoo is one of only 247 AZA-accredited zoos. AZA accreditation provides access to Species Survival Plans (SSP) for endangered species management, reciprocal admission programs with 120+ member institutions, and participation in conservation initiatives including SAFE (Saving Animals From Extinction). The zoo participates in SSP programs for 12 species including African Lion, Eastern Black Rhinoceros, and Orangutan.
• Eco-CellminorStrategic or Co-development PartnerCell phone recycling partnership to save African wildlife. Eco-Cell accepts old cell phones and electronics to reduce demand for Coltan mined in gorilla habitat in the Democratic Republic of Congo. Device drop-off available at Racine Zoo Gift Shop.
• Sea Turtle ConservancyminorStrategic or Co-development PartnerThe Racine Zoo supports the Sea Turtle Conservancy through donations. The zoo adopted Luna, a female hawksbill sea turtle, through the Tour de Turtles program. Luna was released with a satellite transmitter in 2015 and is tracked as part of conservation research efforts.
• Monterey Bay Aquarium Seafood Watch ProgramminorStrategic or Co-development PartnerRacine Zoo partners as a conservation outreach partner to educate area businesses and organizations on serving environmentally responsible seafood. The zoo promotes sustainable seafood within the community through educational materials and advocacy.
• Blank Park ZoominorStrategic or Co-development PartnerJoint initiative for the Plant.Grow.Fly. pollinator conservation program. The partnership supports creating pollinator habitats in the Midwest through garden recipes, educational resources, and garden registration with signs available for participants.
• Giraffe Conservation FoundationminorStrategic or Co-development PartnerSupport for World Giraffe Day initiative celebrating giraffes and raising awareness about challenges they face in the wild. The Giraffe Conservation Foundation works to conserve giraffes in Africa where fewer than 80,000 remain.
• AZA FrogWatch USAminorStrategic or Co-development PartnerRacine Zoo coordinates local FrogWatch USA citizen science volunteers who learn to identify local frog and toad species by their calls and report findings during evenings February through August. Data contributes to national amphibian conservation efforts.
• AmeriCorpscoreStrategic or Co-development PartnerRacine Zoo AmeriCorps Program (RZAP) established Fall 2019 through Serve Wisconsin. Members provide environmental education programming to elementary, middle, and high school students, assist with animal care, and facilitate volunteer recruitment. Service term runs August-May annually.
• Racine Unified School District (RUSD)minorStrategic or Co-development PartnerSchool partnership for field trips and Zoo Camp. Zoo offers programs aligned with district curriculum and coordinates camp schedules around school professional learning days.
• Corporate SAFE Partners (Frito Lay, Alex and Ani, FishFlops)minorGTM or Marketing PartnerAZA SAFE corporate partners that consumers can support to help save species in the wild. Racine Zoo participates in the SAFE program for African penguins, Asian elephants, black rhinoceros, cheetahs, gorillas, sea turtles, sharks, and whooping cranes.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Milwaukee County Zoo: AZA-accredited zoo in Milwaukee, WI, approximately 30 miles from Racine. Closest direct geographic competitor serving the same Southeastern Wisconsin family, school, and tourist market with a much larger animal collection and exhibits.
• Henry Vilas Zoo: AZA-accredited, municipally operated zoo in Madison, WI, similar in scale and community-nonprofit hybrid model to Racine Zoo. Comparable operating model, education programming, and conservation participation.
• Lincoln Park Zoo: AZA-accredited, free-admission nonprofit zoo in Chicago serving a similar Midwestern family and education audience with comparable conservation and SSP programming. Strong comparable for community-supported, education-led zoo operating models.
• Brookfield Zoo / Chicago Zoological Society: AZA-accredited zoo in Brookfield, IL, serving the greater Chicago–SE Wisconsin region. Larger scale but comparable in AZA SSP participation, school programming, and event-driven revenue mix.
• Blank Park Zoo: AZA-accredited nonprofit zoo in Des Moines, IA, of comparable size and community-nonprofit model. Joint partner with Racine on the Plant.Grow.Fly. pollinator program, indicating directly comparable mid-market zoo operations.
• Como Park Zoo & Conservatory: AZA-accredited, municipally operated zoo in St. Paul, MN, with free admission and a similar Midwestern community-supported operating model, comparable family programming and conservation partnerships.
• Detroit Zoo: AZA-accredited nonprofit zoo in Royal Oak, MI, of similar mid-tier scale with comparable education programs, membership tiers, and SSP/SAFE participation in the Great Lakes region.
• Akron Zoo: AZA-accredited nonprofit zoo in Akron, OH, of comparable size and visitor base (~140K visitors), serving a similar Midwestern industrial-city family audience with parallel education and conservation programs.

Others

• Association of Zoos and Aquariums (AZA): Industry accreditation body that confers Racine's regulatory moat and enables SSP/SAFE/reciprocal-network participation. Most directly comparable ecosystem participant given Racine's reliance on AZA membership.
• Sea Turtle Conservancy: International sea turtle conservation NGO that Racine supports through donations and Tour de Turtles adoption (Luna the hawksbill). Represents the conservation-NGO ecosystem adjacent to Racine's mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/racinezoo
• YouTubeyoutube.com/channel/UCblYkBD86Mz0h3JruasZwgw
• Facebookfacebook.com/racinezoo
• LinkedInlinkedin.com/company/racinezoo

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Racine Zoo