What Hogle Zoo does

Utah's Hogle Zoo (legally the Utah Zoological Society) is a 501(c)(3) non-profit zoological organization operating a 42-acre facility at 2600 Sunnyside Avenue in Salt Lake City, founded in 1931 on land donated by the Hogle family and AZA-accredited since 1979. The institution houses over 600 animals representing 150+ species, including 65 threatened or endangered species, across eight major exhibit zones (African Savanna, Asian Highlands, Rocky Shores, Wild Utah, Great Apes, Primate Forest, Small Animal Building, and High Desert Oasis). Its core offering is a visitor experience centered on daytime admission, annual memberships, and a layered portfolio of paid add-on experiences including VIP cart tours, behind-the-scenes animal encounters, rides (Eccles Express Train, Conservation Carousel), dining venues, retail, and signature seasonal events such as ZooBrew, BooLights, and ZooLights.

The business has no proprietary technology stack: it does not develop or license software, offers no public API or SDK, and reports no AI/ML capabilities. Operations are delivered through the hoglezoo.org consumer website, a separate webstore (store.hoglezoo.org) for ticketing, and on-site facilities. The technology profile is conventional non-profit/customer-relationship-management with standard e-commerce ticketing rather than a differentiated platform.

Revenue is generated across roughly ten streams: general admission tickets (seasonally tiered, $18.95–$26.95), annual memberships (subscription), behind-the-scenes tours and animal encounters ($5–$400 per group), attractions, food and beverage, retail, donations (monthly "Hogle Herd," capital campaigns, planned giving, corporate sponsorships), facility rentals, special events, and equipment rentals. Distribution is direct-to-consumer through the zoo website, on-site box office, telephone sales, and channel partnerships (Visit Salt Lake Connect Pass, PBS KIDS Utah). Customer segments span families, schools and educational groups, donors/members, corporate/private event bookers, military personnel, EBT/SNAP beneficiaries, and tourism partners. The organization is governed by an independent Board of Directors with no parent company and no private equity or venture capital ownership.

Name

Hogle Zoo

Legal name

Utah Zoological Society

Website

https://hoglezoo.org

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

101–250 employees

Short description

Utah's Hogle Zoo is a 501(c)(3) non-profit, AZA-accredited zoological organization operating a 42-acre facility in Salt Lake City, housing 150+ species (600+ animals) and serving families, schools, donors, and tourists through admission, memberships, tours, dining, retail, events, and conservation programs.

Ownership category

akta.pro rank

Product category

Zoological Park / Wildlife Conservation

NAICS

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

SIC

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

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• Wildlife conservation
• Animal encounters
• Zoo memberships
• Education programs
• Special events

Headquarters

HQ city

Salt Lake City

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, Others

Revenue model

1. General Admission Tickets: Daytime admission tickets sold to individual visitors and families. Pricing varies by season (summer vs winter) and age group (adult vs child). Online purchases offer $2 savings per ticket.
2. Annual Memberships: Year-round unlimited admission memberships with tiered benefits including free daytime admission, discounts on events, food, and gift shop purchases. Most memberships pay for themselves after three visits.
3. Special Events: Revenue from special events including ZooBrew (adults-only evenings), BooLights (Halloween event), ZooLights (holiday light display), and private event bookings.
4. Tours & Encounters: Paid behind-the-scenes tours (Rhino Barn Tour, Lions & Friends Tour, Giraffe Barn Tour, VIP Cart Tour, L.S. Skaggs Animal Health Center Tour) and animal encounters (Zebra Encounter, Giraffe Feed Experience).
5. Attractions: Rides including Eccles Express Train and Conservation Carousel, with ticket and punch pass options.
6. Retail (Gift Shops): Revenue from gift shop sales at Wild Zootique, Rocky Shores Gift Shop, and Karibu Quick Shop offering plush animals, apparel, collectibles, and visitor necessities.
7. Food & Beverage: Dining at multiple venues: The Beastro (year-round), Oasis Café (seasonal), Shoreline Grill, and Cat Wok Café. Includes Dole Whip and specialty items.
8. Donations & Sponsorships: Tax-deductible donations as a 501(c)(3) non-profit organization. Monthly giving program (Hogle Herd), capital campaigns, planned giving, and corporate sponsorship opportunities.
9. Facility Rentals: Private party bookings and event rentals for celebrations, receptions, and corporate events at zoo venues.
10. Rental Services: Equipment rentals including strollers, wagons, wheelchairs, and electric convenience vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels12 records

Core offering

Hogle Zoo is a 501(c)(3) non-profit zoological attraction in Salt Lake City operating a 42-acre campus housing 150+ species (over 600 animals, 65 threatened or endangered). It sells daytime admission tickets, annual memberships, paid behind-the-scenes tours and animal encounters, on-site attractions (train, carousel, play areas), seasonal events (ZooBrew, BooLights, ZooLights), dining, retail, and education programs, while sustaining AZA-accredited animal care and conservation programs.

Product overview

Hogle Zoo is a non-profit 501(c)(3) organization offering a unified visitor experience across a 42-acre zoo in Salt Lake City. The core product is daytime admission tickets and memberships providing access to the zoo and its exhibits. The portfolio includes ticketed add-on experiences (VIP Cart Tours, Rhino Barn Tour, Lions & Friends Tour, Giraffe Barn Tour, Zebra Encounter, Giraffe Feed Experience, L.S. Skaggs Animal Health Center Tour), attractions (Eccles Express Train, Conservation Carousel, Lighthouse Point Splash Pad, Creekside Play Area, Nature Play Area), special events (ZooBrew adults-only evenings, BooLights Halloween event, ZooLights holiday displays), dining (The Beastro, Oasis Cafe, Shoreline Grill, Cat Wok Cafe), shopping (Wild Zootique Gift Shop), accessibility rentals, and education programs (field trips, classes, camps, iSEE outreach). The visitor experience is delivered through the hoglezoo.org website, webstore for ticket purchases, and on-site facilities. No formal API or AI capabilities are offered.

Differentiator

Problem solved

Functional benefit

Products and services

• Daytime Admission Tickets General admission tickets for daytime zoo visits with age-based pricing tiers (Adult 13+, Child 3-12, free under 2) and seasonal summer/winter rates. Designed for individual visitors and families seeking recreational and educational wildlife experiences.
• Zoo Memberships Annual unlimited admission memberships with tiered benefits including free daytime admission year-round plus discounts on events, food, and gift shop purchases. Marketed to families and individuals who visit three or more times per year.
• ZooBrew Adults-only (21+) evening events at Hogle Zoo featuring local craft beverages, bites, and after-hours wildlife exploration. Scheduled multiple dates throughout the year.
• BooLights Halloween-themed fall event featuring spooky displays, pumpkins, and glowing attractions for families. Members receive a $3 discount on tickets.
• ZooLights Holiday light display event featuring illuminated displays, cocoa, and seasonal magic for families. Now in its 18th year of operation.
• VIP Cart Tour Private 2-hour cart tour conducted before zoo opening, led by an expert guide in a 7-passenger open-air golf cart and tailored to the group's interests. Priced at $400 ($360 for members), with optional upgrade cart for additional guests.
• Rhino Barn Tour Behind-the-scenes tour of the rhino barn covering enrichment activities, dinner preparation, and close encounters with rhinos. Priced at $300 per tour ($270 for members), with a group size limit of 5 participants.
• Lions & Friends Tour Behind-the-scenes tour of the African Savanna featuring lions, warthogs, and meerkats with keeper interactions. Priced at $250 per tour ($225 for members), with a group size limit of 5 participants.
• Giraffe Barn Tour Private behind-the-scenes tour of giraffe care facilities and feeding experiences for aspiring zookeepers. Flat-rate per group tour, does not include zoo admission.
• Zebra Encounter Up-close encounter with Hartmann's mountain zebras including feeding and fur interaction with the zebra keeper. Priced at $100 per group of up to 6 people, available year-round.
• Giraffe Feed Experience Interactive giraffe feeding experience at Twiga Terrace, supporting zoo conservation goals including the Giraffe Conservation Fund. Priced at $5 per person, purchased in-person and weather/animal dependent.
• L.S. Skaggs Animal Health Center Tour Tour of the zoo's veterinary facility including X-rays, blood samples, and insight into animal health maintenance. Priced at $200 per tour ($180 for members).
• Eccles Express Train Train ride around the African Savanna and Wild Utah exhibits. Sponsored by the George S. and Dolores Doré Eccles Foundation and operated with an electric locomotive. Priced at $3.50 per person, with a 10-ride Wild Ride Punch Pass available.
• Conservation Carousel Classic carousel with 42 hand-carved animals and two accessible chariots under a pavilion. Proceeds support conservation initiatives. Priced at $3.50 per rider, with standing adult accompanying a child free.
• Lighthouse Point Splash Pad Water play area with streams, lighthouse slide, and cooling features for summer heat relief. Free for zoo guests.
• Creekside Play Area Shaded play area overlooking Emigration Creek designed for children to connect with nature.
• Joseph M. Simmons Foundation Nature Play Area Nature play area and interpretive campsite at the Wild Utah exhibit teaching Wild Aware conservation awareness.
• Wild Zootique Gift Shop Primary gift shop near the main entrance offering plush animals, books, apparel, collectibles, and visitor necessities. Complementary gift shops include Rocky Shores Gift Shop and Karibu Quick Shop.
• Rental Services Equipment rentals for visitor accessibility including single/double strollers ($9/$11), wheelchairs ($10), electric wheelchairs ($25), wagons ($11), and electric convenience vehicles. First-come, first-served.
• Dining Services On-site dining at multiple venues: The Beastro (year-round), Oasis Cafe (seasonal), Shoreline Grill, and Cat Wok Cafe. Includes Dole Whip and specialty items such as Cloud 9th Creamery's Red Panda Swirl.
• Education Programs Wildlife education offerings including field trips, classes, camps, and the iSEE outreach program for second-grade classrooms. Designed for schools, families, and lifelong learners.
• Private Parties & Event Rentals Private party bookings and event rentals for celebrations, receptions, and corporate events at zoo venues. Targeted at corporate clients and private event hosts.
• Donations & Sponsorships Tax-deductible donation programs as a 501(c)(3) non-profit organization. Includes the Hogle Herd monthly giving program, capital campaigns, planned giving, and corporate sponsorship opportunities supporting wildlife conservation.

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and minor.

• Association of Zoos and Aquariums (AZA)coreStrategic or Co-development PartnerHogle Zoo has been an AZA-accredited member since 1979. AZA accreditation requires meeting and exceeding the highest standards in animal care, wellbeing, and facilities. Only 10% of animal institutions achieve this distinction.
• World Association of Zoos and Aquariums (WAZA)coreStrategic or Co-development PartnerHogle Zoo is a member of WAZA, the global zoo association that supports conservation efforts and animal welfare standards worldwide.
• Visit Salt LakeminorGTM or Marketing PartnerPartnership providing Visit Salt Lake Attraction Passes that include admission to Hogle Zoo alongside neighboring attractions for tourists.
• PBS KIDS UtahminorGTM or Marketing PartnerPBS KIDS Utah Adventure Pass provides free zoo admission through the PBS KIDS Utah reading marathon program for children.
• Rocky Mountain Power Blue Sky ProgramminorStrategic or Co-development PartnerRenewable energy program supporting solar installations for the Aline W. Skaggs Wild Utah exhibit. Hogle Zoo joins 200+ organizations receiving awards for community-based renewable projects.
• Eco-CellminorStrategic or Co-development PartnerCell phone recycling partner. Revenue from recycling program donated to conservation partner Gorilla Rehabilitation and Conservation Education Center (GRACE).
• Gorilla Rehabilitation and Conservation Education Center (GRACE)minorStrategic or Co-development PartnerConservation partner receiving funds from Hogle Zoo's cell phone recycling program. Focuses on gorilla conservation efforts.
• Red Panda Species Survival Plan (SSP)coreStrategic or Co-development PartnerHogle Zoo participates in the AZA Species Survival Plan for red pandas, coordinating breeding and transfers to maintain genetically diverse, biologically healthy populations.
• Smithsonian Conservation Biology InstituteminorStrategic or Co-development PartnerRed panda MowMow was transferred to Front Royal, Virginia to reside at Smithsonian's Conservation Biology Institute on breeding recommendation.
• Action for Cheetahs in KenyaminorStrategic or Co-development PartnerInternational conservation organization supported by Hogle Zoo, focusing on cheetah protection in Kenya.
• Snow Leopard TrustminorStrategic or Co-development PartnerInternational conservation organization supported by Hogle Zoo, focusing on snow leopard conservation.
• International Rhino FoundationminorStrategic or Co-development PartnerInternational conservation organization supported by Hogle Zoo, focusing on rhino protection.
• Wild Aware UtahminorStrategic or Co-development PartnerPartnership between Hogle Zoo, Berryman Institute at Utah State University, and Utah Division of Wildlife Resources. Educates Utah residents about wildlife awareness and safety.
• Utah Division of Wildlife ResourcesminorStrategic or Co-development PartnerState agency partner in Wild Aware Utah program and western toad conservation efforts.
• Berryman Institute at Utah State UniversityminorStrategic or Co-development PartnerAcademic partner in Wild Aware Utah program focused on wildlife education and awareness.
• Black-footed Cat ConsortiumcoreStrategic or Co-development PartnerCoordinates breeding and transfers of black-footed cats to maintain genetically diverse, biologically healthy populations. Gaia was transferred on consortium recommendation.
• Lincoln Children's ZoominorStrategic or Co-development PartnerWilliam the Chinese red panda was acquired from Lincoln Children's Zoo as part of Hogle Zoo's transition to Chinese red panda care.
• Cloud 9th CreameryminorGTM or Marketing PartnerLocal ice cream partner providing hand-made Red Panda Swirl ice cream exclusively for Cat Wok Café at Asian Highlands.
• Mountain America Credit UnionminorGTM or Marketing PartnerSponsor of Twiga Terrace at African Savanna (giraffe feeding experience) and Conservation Carousel.
• Denver ZoominorStrategic or Co-development PartnerSea lions temporarily relocated to Denver Zoo during Rocky Shores pinniped pool shade structure construction.
• Kansas City Zoo & AquariumminorStrategic or Co-development PartnerAfrican elephants Christie and Zuri were transferred to Kansas City Zoo & Aquarium on AZA recommendation for breeding opportunities in a multigenerational herd.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Denver Zoo: AZA-accredited regional zoological park comparable in scale (80+ acres, 3,000+ animals) operating as a non-profit 501(c)(3). Hogle Zoo has a documented operational partnership with Denver Zoo (sea lions temporarily relocated there during Rocky Shores construction), evidencing direct peer-level collaboration and comparable standards.
• Houston Zoo: AZA-accredited large regional zoological park and 501(c)(3) non-profit. Comparable in mission, conservation programming, and educational outreach; serves as a benchmark for tiered experiences and membership models similar to Hogle Zoo's.
• Lincoln Children's Zoo: AZA-accredited zoological park. Hogle Zoo acquired Chinese red panda William from Lincoln Children's Zoo, evidencing comparable mid-sized zoo operations and direct animal-transfer relationships typical of AZA member institutions.
• Oregon Zoo: AZA-accredited Pacific Northwest regional zoological park operating as a non-profit/regional-government hybrid. Comparable in mission, exhibit portfolio, education programming, and conservation focus to Hogle Zoo's regional zoo positioning.
• Cincinnati Zoo & Botanical Garden: AZA-accredited mid-sized zoological park with comparable species portfolio, conservation programs, and non-profit structure. Frequently cited in industry benchmarking for AZA-accredited regional zoos of similar scale.
• Phoenix Zoo: AZA-accredited regional zoological park in the U.S. Southwest. Operates as a non-profit with a comparable portfolio of species, conservation programs, and visitor experience offerings for a similar regional market.
• Kansas City Zoo & Aquarium: AZA-accredited mid-sized regional zoological park. Hogle Zoo transferred African elephants Christie and Zuri to Kansas City Zoo on AZA recommendation, evidencing direct SSP coordination and operational comparability in animal husbandry, exhibits, and non-profit governance.

Broad incumbents

• Smithsonian's National Zoo: Larger federally operated zoological institution. Hogle Zoo transferred red panda MowMow to the Smithsonian Conservation Biology Institute on breeding recommendation, evidencing participation in shared AZA conservation networks and comparable animal-care standards.
• San Diego Zoo Wildlife Alliance: The largest AZA-accredited zoological organization in North America. Sets industry benchmarks for conservation, exhibit design, and member engagement that influence the strategic positioning of regional zoos like Hogle Zoo.

Regional players

• Utah's Willow Park Zoo (Logan, UT): Smaller regional zoological park within Utah, offering a more limited species collection. Although not directly comparable in scale, it shares the same Utah market and donor/visitor ecosystem, functioning as a regional complement rather than direct head-to-head competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/HogleZoo
• YouTubeyoutube.com/user/UtahsHogleZoo
• Facebookfacebook.com/HogleZoo
• Instagraminstagram.com/hoglezoo
• TikToktiktok.com/@hoglezoo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Hogle Zoo