What Birmingham Zoo does

The Birmingham Zoo is an independent 501(c)(3) non-profit zoological park headquartered on a 122-acre campus at 2630 Cahaba Road in Birmingham, Alabama. Founded in 1955 and reorganized as an independent non-profit in 1999, the zoo houses approximately 550 animals representing 180 species across six continents and welcomes approximately 600,000 visitors annually. It is the only Association of Zoos and Aquariums (AZA)-accredited institution in Alabama, participates in cooperative Species Survival Plans across the AZA network of 150+ facilities, and operates the only U.S. facility dedicated to an all-male herd of African elephants.

The business model is multi-revenue-stream and consumer-facing. Core revenue comes from general admission tickets ($19–$24 by age/tier), annual memberships ($40–$175 with six tiers including military/foster/student discounts), and group/school visits (students from $13). Premium add-on experiences — VIP Elephant Experience ($550), Behind-the-Scenes Elephant/Bear/Komodo Encounters ($65–$110), Elephant Barn Tours, Sunset Safaris, Zoo Snooze overnights, and birthday party packages ($350–$700) — drive higher-margin ancillary revenue. Corporate sponsorships are structured in animal-themed tiers (Elephant, Orangutan, Gibbon partners) anchored by First Horizon (ZooGala presenting), Alabama Power, Protective Life, Vulcan Materials, and additional regional enterprises. Education programs (Zoo Camp $400/week for ages 5–12, Conservation & Careers $420/week for ages 13–15, scout patch programs, homeschool classes) extend recurring demand. Donations, monthly giving, the Conservation Circle ($1,000+/yr), adopt-an-animal symbolic adoptions, and planned giving supplement earned revenue. On-site dining (Nourish 205, Wild Burger), three gift shops, and event venue rentals (20 to 2,500 guests) round out the commercial surface.

Distribution runs through the zoo's own e-commerce site (birminghamzoo.com), a TicketApp ticketing portal, on-site gate sales, group reservations (15+), and AZA reciprocal member benefits across ~150 partner institutions. The marketing mix spans content (Animal Tracks quarterly magazine, monthly eNews), organic social (Instagram, Facebook, X, Pinterest), community events (E-recycling Day, Zoo Run 3K, Epic Egg Hunt, seasonal glow events), and earned media coverage. Technology is largely third-party: Blackbaud for donor/membership management and IMMOTION for motion-based VR (Wild Explorer). Governance rests with a 26-member Board of Directors chaired by Lee McKinney, with President & CEO Chris Pfefferkorn leading operations. The institution carries a 4-Star Charity Navigator rating, GuideStar Platinum Seal of Transparency, and 2018 KultureCity Sensory Inclusive certification.

Name

Birmingham Zoo

Legal name

Birmingham Zoo, Inc.

Website

https://birminghamzoo.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

101–250 employees

Short description

The Birmingham Zoo is a non-profit AZA-accredited zoological park in Birmingham, Alabama, operating a 122-acre facility housing ~550 animals of 180 species and serving ~600,000 annual visitors through admission, memberships, education programs, corporate sponsorships, and donations.

Ownership category

akta.pro rank

Product category

Zoological Park and Wildlife Conservation

NAICS

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

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

Keywords

• Zoo admission tickets
• Annual zoo memberships
• Wildlife conservation education
• Animal encounter experiences
• Zoological park events

Headquarters

HQ city

Birmingham

HQ country

United States

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. General Admission Tickets: The zoo generates revenue through ticket sales for general admission, with pricing tiers for adults ($24), children ($19), seniors ($20), and free admission for children under 2. Additional fees apply for rides, experiences, and special attractions.
2. Memberships: Annual memberships provide unlimited visits with tiered pricing: Individual ($75), Companion ($110), Family ($175), Military Family ($125), Foster Family ($50), and Student ($40). Members receive discounts on guest tickets, food, and retail.
3. Group Sales and Field Trips: School groups and organizations receive discounted admission rates starting at $13 for students and $17 for chaperones, with additional pricing for train rides and lorikeet feedings.
4. Behind-the-Scenes Experiences: Premium paid experiences including VIP Elephant Experiences ($550), Behind-the-Scenes Elephant Tours ($65-110), Black Bear Encounters ($65-110), and Komodo Dragon Encounters ($40-75).
5. Birthday Parties and Events: Birthday party packages range from $350 (Zoo-It-Yourself) to $700 (Bash with the Bears). Event facility rentals accommodate 20 to 2,500 guests for weddings, corporate events, and private functions.
6. Adopt-an-Animal Program: Symbolic animal adoptions provide donations supporting animal care and conservation, with various gift levels and plush animal recognition.
7. Corporate Partnerships: Corporate sponsors at various levels (ZooGala Presenting Partner, Elephant Partners, Orangutan Partners, Gibbon Partners, etc.) provide financial support in exchange for recognition, event access, and marketing exposure to 600,000 annual visitors.
8. Donations and Planned Giving: Individual donations support animal care, with monthly giving programs, Conservation Circle ($1,000+ annual gifts), and planned giving options including bequests, charitable trusts, and IRA designations.
9. Food Service and Retail: On-site restaurants (Nourish 205, Wild Burger) and gift shops generate ancillary revenue from food, beverages, and merchandise sales. Mobile ordering is available.
10. Education Programs: Zoo Camp (ages 5-12) at $400/week, Conservation & Careers (ages 13-15) at $420/week, with extended care options. Scout patch programs and homeschool classes also generate revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

The Birmingham Zoo operates a 122-acre zoological park in Birmingham, Alabama, housing approximately 550 animals of 180 species and selling general admission tickets, annual memberships, premium behind-the-scenes animal encounters, summer camps, overnight programs, event rentals, and food and retail services. It functions as a 501(c)(3) non-profit focused on wildlife conservation, education, and visitor experiences, relying on admissions, donations, and corporate sponsorships for funding.

Product overview

The Birmingham Zoo operates as a single-attraction zoological park offering a unified visitor experience across its 122-acre facility. The core offering is general admission tickets and annual memberships providing access to approximately 550 animals across 180 species. The zoo's portfolio includes premium add-on experiences (Behind-the-Scenes Encounters, Elephant Barn Tours, VIP Elephant Experience, Sunset Safaris, Zoo Snoozes), educational programs (Zoo Camp for ages 5-12, Conservation & Careers for teens, Scout Programs), seasonal events (Dino Safari, Zoo Gala), and facility rentals for private events. Supporting services include restaurants (Nourish 205, Wild Burger), gift shops, and accessibility equipment rentals. The organization is a 501(c)(3) nonprofit AZA-accredited institution.

Differentiator

Problem solved

Functional benefit

Products and services

• General Admission Tickets Daytime admission to the 122-acre Birmingham Zoo for visitors without memberships, with pricing tiers for adults ($24), children ages 2-12 ($19), seniors 65+ ($20), military ($20), first responders ($20), college students, and SNAP/EBT beneficiaries ($11 adult / $8 child). Children under 2 are free. Credit/debit card purchases incur a 3-4% transaction fee.
• Zoo Memberships Annual membership program offering unlimited daytime visits with six tiers: Individual ($75), Companion ($110), Family ($175 for two adults + up to six children), Military Family ($125), Foster Family ($50), and Student ($40). Members receive 25% off guest tickets, food and retail discounts, and reciprocal 50%+ discounts at approximately 150 AZA-accredited zoos and aquariums.
• Behind-the-Scenes Animal Encounters Premium guided experiences offering insider access to animal areas. Includes VIP Elephant Experience ($550 for up to four people for two hours), Behind-the-Scenes Elephant Encounter ($110 non-member / $65 member), Black Bear Encounter ($110 non-member / $65 member), Komodo Dragon Encounter ($75 non-member / $40 member), and Elephant Barn Tours ($45 non-member / $25 member).
• Zoo Camp Weeklong summer day camp for children ages 5-12 featuring hands-on animal experiences and themed weeks such as 'Biggest and Baddest' and 'Dino Safari.' Priced at $400 per week with extended care options (Rise & Roar $50, Wild Wind-Down $75). Members receive 15% discount; scholarships available.
• Conservation & Careers Weeklong summer program for teens ages 13-15 exploring zoo careers and conservation with Project LOCAL and Project GLOBAL pathways. Priced at $420 per week; members receive 15% discount; Wild Wind-Down extended care available for $75.
• Sunset Safaris Two-hour evening experiences observing elephants, giraffes, and other animals as the sun sets, with tours of the Trails of Africa area. Priced at $25 per person (members $20); private tours (min 10) at $20 per person.
• Zoo Snooze Overnights Overnight camping experiences at the zoo including arrival, tour, education activities, games, breakfast, and next-day admission. Priced at $65-$75 per person with $25 tent rental option; private groups (min 20) at $65 per person.
• Birthday Party Packages Three-tiered birthday party packages: Zoo-It-Yourself ($350, max 16 people including birthday child, includes admission and unlimited rides), Party Animal ($550, adds lunch at Private Party Patio), and Bash with the Bears ($700, adds 3-hour private reservation at Gigi's Back Porch with bear viewing).
• Event and Facility Rental Private venue rentals for weddings, rehearsal dinners, reunions, corporate events, and meetings accommodating groups of 20 to 2,500 guests. Venue options include Boardroom, Outdoor Terraces, and Zoo Lodge.
• Dino Safari Larger-than-life prehistoric adventure featuring scientifically accurate robotic dinosaurs roaming throughout the zoo grounds, running from March 4 through November 1, 2026.
• Wild Explorer VR Experience Motion-based virtual reality experience in partnership with IMMOTION featuring live-action and animated wildlife content guided by experts. Located in Trails of Africa; offers films including The Great Migration and Dinosaur: Evolution. Priced at $8 for guests and $6 for members.
• Adopt an Animal Symbolic animal adoption program allowing supporters to fund food, healthcare, and enrichment for zoo animals while supporting conservation. Provides donors with plush animal recognition at various gift levels, sold online through the Blackbaud hosting platform.
• Conservation Circle Annual upper-level giving program at $1,000+ offering exclusive member events, zoo membership, behind-the-scenes encounters, and painting parties with animals.
• Group Reservations Discounted admission for groups of 15+ visitors including educational groups with tax-exempt pricing (Students $13, Chaperones $17, 1 free teacher per 10 paying students, complimentary bus drivers and nurses) and non-tax-exempt pricing (Adults $19, Children $15, Infants under 23 months free).
• Zoo Restaurants and Food Service On-site restaurants and food options including Nourish 205 (indoor/outdoor dining with healthy options), Wild Burger (outdoor 100% Angus beef), and various snack stands. Mobile ordering is available.
• Zoo Gift Shops Retail locations offering souvenirs, plush animals, eco-friendly products, and apparel at the main entrance, Lorikeet Aviary Tiki Hut, and Giraffe Encounter Outpost.
• Wheelchair and Electric Scooter Rentals Accessibility equipment rentals at the zoo — wheelchairs ($10) and electric wheelchairs ($28) available at the main gift shop to support visitor mobility.
• Story Time at the Zoo Weekly story time sessions held every Wednesday through Sunday from 9:30-10 AM at GiGi's Porch in Alabama Wilds, included with general admission.

Quantifiable outcome

• Attraction of the Year 2026 by Greater Birmingham Convention and Visitors Bureau
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered flagship and core.

• First HorizonflagshipGTM or Marketing PartnerZooGala Presenting Partner for 2026. First Horizon serves as the primary sponsor for the zoo's annual gala event, receiving prominent recognition and marketing exposure.
• Alabama Power CompanycoreGTM or Marketing PartnerElephant Partner level corporate sponsor providing financial support for elephant conservation and care programs.
• Red Diamond Coffee and TeacoreGTM or Marketing PartnerElephant Partner providing coffee and tea products/services. Emily Wood Bowron Forehand serves on the Board of Directors representing Red Diamond.
• IMMOTIONcoreTechnology or IntegrationTechnology partner providing motion-based virtual reality experiences through IMMOTION's network of 125+ locations. The partnership offers Wild Explorer VR experiences including The Great Migration and Dinosaur: Evolution films.
• Kulture CitycoreStrategic or Co-development PartnerSensory accessibility partner. Birmingham Zoo was the first zoo to partner with Kulture City for the Sensory Inclusive Zoo Initiative, providing sensory bags, quiet zones, and staff training.
• American Association of Zoos & Aquariums (AZA)flagshipStrategic or Co-development PartnerProfessional accreditation organization. The zoo participates in AZA Species Survival Plans (SSPs) for cooperative breeding and conservation programs across 150+ member institutions.
• International Elephant Foundation (IEF)coreStrategic or Co-development PartnerConservation partner working to mitigate human-elephant conflict across Africa to ensure humans and elephants can live together peacefully.
• Dr. Charles Foley / Tarangire Elephant ProjectcoreStrategic or Co-development PartnerResearch partner studying elephant conservation in Tanzania's Tarangire ecosystem, working with local communities to protect wildlife migration corridors.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• San Diego Zoo Wildlife Alliance: Global benchmark for zoo-based conservation, science, and visitor experience. Comparable on AZA accreditation, Species Survival Plan participation, and nonprofit operating model but operates at multiple sites with substantially greater scale.
• Henry Doorly Zoo and Aquarium: Industry-leading AZA-accredited zoo with broader species collection and significantly larger attendance. Sets the upper benchmark on visitor experience, conservation programming, and revenue scale that Birmingham Zoo competes against in perception if not directly.
• Bronx Zoo (Wildlife Conservation Society): One of the largest urban AZA-accredited zoos globally with deep conservation programs and Species Survival Plan participation. Comparable on AZA accreditation and conservation mission at materially larger scale.
• Smithsonian's National Zoo: Larger federally affiliated AZA-accredited institution with significantly greater attendance, global brand recognition, and conservation footprint. Comparable on species collection and education mission but materially larger and free-admission.

Direct peers

• Zoo Atlanta: Mid-sized AZA-accredited urban zoo in the Southeast US with similar mix of admissions, memberships, education programs, and conservation focus. Most directly comparable peer by size, accreditation status, and operational model.
• Nashville Zoo: AZA-accredited zoo of comparable scale in the Southeast, with comparable ticketing, membership tiering, premium animal encounters, and education programming. Strong regional tourism anchor model closely aligned to Birmingham Zoo.
• Cincinnati Zoo & Botanical Garden: Larger AZA-accredited zoo in the Midwest with similar mix of admissions, memberships, premium experiences, and major capital projects. Comparable nonprofit zoo operating model with greater scale and brand reach.
• Louisville Zoo: Mid-sized AZA-accredited zoo with comparable size, admissions pricing, membership tiers, and education programming. Direct comparable on operating scale and revenue mix.
• Memphis Zoo: AZA-accredited zoo of similar size in the Southeast with comparable admissions, membership, and event-rental revenue model. Direct competitor for regional tourism traffic and corporate sponsorship dollars.
• Audubon Zoo (New Orleans): AZA-accredited zoo with similar size, animal collection breadth, and admissions/membership/event-driven model in a Southeast US metro. Closely comparable on visitor scale and community-based nonprofit structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/BirminghamZoo
• Facebookfacebook.com/BirminghamZoo
• Instagraminstagram.com/bhamzoo
• Pinterestpinterest.com/birminghamzoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Birmingham Zoo