Hertfordshire Zoo

What Hertfordshire Zoo does

Hertfordshire Zoo (formerly Paradise Wildlife Park) is a registered charity (no. 1108609) operating a single 800+ animal zoological park in Broxbourne, Hertfordshire, under the Zoological Society of Hertfordshire structure. Acquired by the Sampson family on 1 April 1984 and rebranded from Paradise Wildlife Park to Hertfordshire Zoo at Easter 2024, the zoo combines a traditional animal collection with a heavily differentiated dinosaur-themed attractions layer, including over 20 animatronic dinosaur species, the UK's first robotic free-roaming dinosaurs ("Little Dinos on the Loose"), Dinosaur Adventure Golf, the Rex Express Train, soft play (Tumble Jungle), and water play (Boulders Beach). On-site F&B and retail sub-brands include Grace's Coffee, Restaurant Pangea, Sun Bear Bakery, Tumble Jungle Food, and the Conservation Shop. A concluded-operations VR ride (Dash's Adventure, ended June 2025) illustrates ongoing experimentation within the attraction mix.

The revenue model is a multi-stream consumer leisure operation: day tickets sold online and at the gate (with a 10% online discount), annual memberships with both annual and monthly direct debit options (Adult £105/yr, Child £90/yr, Family 2+2 £380/yr, Under 2 free), paid animal experiences priced £25–£199 per person, virtual animal adoptions from £49, accessibility hire, gift vouchers, corporate venue hire, on-site F&B and retail, and donations via Just Giving, legacy giving, and the Gift Aid scheme (10% of ticket prices is a charitable donation). Distribution is direct-to-consumer through the zoo's own e-commerce platform (bookings.hertfordshirezoo.com) and a broad social channel mix (Facebook, Instagram, YouTube, TikTok, X), supplemented by the CBBC TV series "One Zoo Three" featuring the Whitnall brothers.

The zoo markets primarily to families with children, schools and educational groups, corporate clients, animal enthusiasts, and conservation donors. Its value proposition rests on a combination of regional accessibility (Hertfordshire catchment, with shuttle bus from Broxbourne Station), a shared zoo access programme covering seven partner UK zoos, strong accessibility infrastructure (sensory bags, Sighted Guide trained staff, mobility hire), and a multi-accredited conservation programme (WAZA, BIAZA, EAZA, IZEA, Balppa) with active UK-first breeding successes in sengi and red pandas.

Name

Hertfordshire Zoo

Legal name

Hertfordshire Zoo

Website

https://hertfordshirezoo.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Hertfordshire Zoo is a registered charity operating a Broxbourne-based zoological park with 800+ animals, dinosaur attractions, and annual memberships, serving UK families, schools, and corporate groups via direct-to-consumer tickets and experiences.

Ownership category

akta.pro rank

Product category

Zoo and Wildlife Park

NAICS

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

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL), Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Wildlife conservation
• Zoo admission
• Animal experiences
• Educational visits
• Annual memberships

Headquarters

HQ city

Broxbourne

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Tickets and Annual Memberships: Primary revenue stream from admission fees. Day tickets are sold online (with 10% discount) and at the gate. Annual memberships provide recurring subscription revenue with both annual and monthly direct debit options. Membership benefits include 10% discount on catering/retail and experiences, shared zoo access to partner UK zoos, and a free monthly e-newsletter.
2. Animal Experiences and Keeper Programmes: Paid animal encounter experiences including Big Cat Feeding, Meerkat Encounters, Red Panda Meet, Lemur Feeding, Sloth Experience, Capybara & Tapir, and Behind the Scenes Tours. Keeper programmes include Shadow a Zookeeper (full day), Junior Zookeeper, and Mini Zookeeper experiences. Experiences are priced from £25 to £199 per person and must be pre-booked.
3. Animal Adoptions: Virtual animal adoptions sold as gift packages (e.g., Adopt a Sengi for £49). Includes a presentation pack with certificate, photograph, keyring, magnet, and notepad. Adoption runs for one year and provides a donation-style contribution to animal care and conservation.
4. Food, Beverage, and Retail: On-site food and beverage outlets include Grace's Coffee (named after co-founder Grace Sampson), Restaurant Pangea (dinosaur-themed diner), Sun Bear Bakery (tree-top café with tiger views), and Tumble Jungle Food. Retail includes the Conservation Shop with sustainably sourced products. Members receive 10% discount.
5. Venue Hire and Corporate Events: Corporate venue hire services at the zoo for events, meetings, and private functions. Catering and retail outlets are available for event catering.
6. Donations and Charitable Giving: As a registered charity (no. 1108609), Hertfordshire Zoo receives donations through Just Giving, Amazon Wishlist (in-kind), leaving a legacy in wills, and Gift Aid scheme contributions. The zoo actively fundraises for wildlife conservation projects in the UK and globally.
7. Attractions (Golf, Train, Events): Revenue from Dinosaur Adventure Golf and Rex Express Train, available as individual paid attractions or as part of the Golf & Train Pass (£10 per person annually). Special ticketed events include evening openings and seasonal events for an additional fee.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels12 records

Core offering

Hertfordshire Zoo operates a zoo and family attraction in Broxbourne, Hertfordshire, providing paid day admission and annual memberships to view 800+ exotic animals and immersive dinosaur attractions. It sells animal experiences (zookeeper programs, animal feeding encounters, behind-the-scenes tours), animal adoptions, food and beverage, retail, corporate venue hire, and educational visits for schools and home educators, generating revenue to support its registered charity (no. 1108609) conservation mission.

Product overview

Hertfordshire Zoo (formerly Paradise Wildlife Park) is a registered charity operating as a combined zoo and family entertainment venue. The core offerings include day tickets and annual memberships providing zoo admission, supplemented by paid animal experiences (zookeeper programs, animal feeding encounters, behind-the-scenes tours), attractions (dinosaur-themed areas, soft play, mini golf, train rides), animal adoption programs, and food & beverage outlets. The zoo houses over 800 exotic animals and serves as a conservation organization supporting wildlife projects globally. The product portfolio is structured around admission-based access with optional add-ons including experiences, memberships, gift vouchers, and retail/food purchases.

Differentiator

Problem solved

Functional benefit

Brands

• Zoological Society of Hertfordshire: The registered charity entity (charity no.1108609) operating under Hertfordshire Zoo, focused on wildlife conservation projects in the UK and worldwide.
• Grace's Coffee
• Restaurant Pangea
• Sun Bear Bakery
• Tumble Jungle Food
• Dinosaur Adventure Golf
• Rex Express Train

Products and services

• Day Tickets Day admission tickets to Hertfordshire Zoo providing access to 800+ exotic animals, dinosaur attractions, soft play, train, golf, and other on-site facilities. Available online (with 10% discount) and at the gate. Tiered by age (Adult 16+, Child 2-15, Under 2 free) with optional 10% Gift Aid donation included in the ticket price.
• Annual Memberships Annual pass offering unlimited zoo entry, 10% catering and retail discounts, 10% off experiences and adoptions, free monthly e-newsletter, and shared zoo access to partner UK zoos (Chester, Marwell, Twycross, Noah's Ark, Bristol, Banham, Africa Alive). Available as annual upfront or monthly direct debit.
• Mini Zookeeper Experience One-hour zookeeper experience for children aged 5-7 years with hands-on activities in the farmyard, wallaby enclosure, and reptile collection. Includes a certificate. From £120, must be pre-booked.
• Junior Zookeeper Experience One-and-a-half-hour experience for children aged 8-13 years, shadowing keepers and participating in animal care activities. Includes complimentary refreshments. From £150, for 2-4 participants.
• Shadow a Zookeeper Experience Full-day (5 hour) zookeeper experience for ages 14+ including feed preparation, enclosure cleaning, animal exercise, and big cat feed watching. Includes a lunch voucher and certificate. From £199. No active involvement with Big Cats or Wolves. Minimum age 14, under 16s must be accompanied by an adult with a day ticket.
• Feed a Big Cat Experience 30-minute big cat feeding experience available 7 days a week at 9:00 AM, 10:00 AM, and 11:30 AM. Minimum age 16 years. No open-toe shoes.
• Meet the Meerkats Experience Meerkat encounter at 11:30 AM and 3:00 PM daily. Wheelchair accessible. Minimum age 8 years. Boots, trainers, or wellies required.
• Meet the Red Pandas Experience Red panda encounter at 12:30 PM. Minimum age 8 years, participants under 14 must be accompanied by an adult with a valid day ticket. Face mask required for all participants.
• Lemur Feeding Experience Lemur feeding experience at 11:30 AM daily. Minimum age 8 years, children under 10 must be accompanied by a participating adult. Participants under 16 must be accompanied by an adult with a valid day ticket.
• Sloth Experience 30-minute sloth meet, greet, and hand-feed with rainforest tour. Available Tuesdays, Thursdays, Saturdays, and Sundays at 3:30 PM. Up to 2 participants. Includes a certificate. Minimum age 14 years. No open-toe shoes.
• Meet the Capybaras Experience 30-minute capybara encounter at 2:30 PM. Available Sat, Sun, Mon, Wed, Fri. Up to 2 participants. From £99. Minimum age 8 years, children under 10 must be accompanied by an adult. Not wheelchair accessible.
• Capybara & Tapir Experience 30-minute intimate encounter with capybaras and Brazilian tapirs. From £129. Minimum age 10 years. Children under 14 must be accompanied by a participating adult. Includes a certificate. Currently marked unavailable on website.
• Behind the Scenes Tour One-hour guided tour with early access, animal insights, conservation education, and award-winning habitat viewing. £25 per person, max 10 participants. Available Mon, Thu, Fri, Sat, Sun at 9:00 AM. Day tickets not included and must be purchased separately.
• Animal Adoptions Virtual animal adoptions starting at £49, including personalised certificate, photograph, keyring, photo magnet, engraved notepad and pen. Adoption runs for one year. Name displayed on the Adoption Board of Honour. Available species include Sengi, Asiatic Lion, Tiger, Snow Leopard, Jaguar, Sun Bear, Capybara, Meerkat, Red Panda, Sloth, Lemur, African Penguin, Tapir, Gibbon, Otter, and Dinosaur.
• Gift Vouchers Gift vouchers redeemable towards animal experiences, day tickets, and annual memberships. Valid for 12 months from purchase. Can be emailed, posted, or collected from the zoo.
• Dinosaur Adventure Golf 18-hole dinosaur-themed mini golf course at the zoo. Available standalone or as part of the Golf & Train Pass.
• Golf & Train Pass Annual pass for unlimited Rex Express Train and Dinosaur Adventure Golf access for 12 months from activation. £10 per person annually. Requires a valid zoo day ticket or membership. Non-refundable and non-transferable.
• Tumble Jungle Indoor soft play area for children with parent's seating area. Last entry 4:15 PM (September-March) and 5:15 PM (April-August). Included with zoo admission.
• Boulders Beach Paddling pool attraction for children to keep cool in summer. Included with zoo admission.
• Rex Express Train Scenic train ride around the zoo grounds. Available standalone or as part of the Golf & Train Pass.
• World of Dinosaurs Extensive dinosaur-themed area featuring animatronic dinosaurs including T-Rex, Spinosaurus, Velociraptor, Triceratops, and many others, presented as an immersive educational attraction. Included with zoo admission.
• Little Dinos on the Loose UK's first robotic free-roaming young dinosaurs that roam around the zoo and pop up in unexpected places throughout the day, including Diplodocus, Ankylosaurus, Triceratops, and Parasaurolophus. Included with zoo admission.
• National Speedway Museum Museum showcasing speedway history and memorabilia. Included with zoo admission.
• Shuttle Bus Return shuttle bus service between Broxbourne Train Station and Hertfordshire Zoo. Ticket includes one return journey, valid only on selected visit date. Regular shuttle buses operate throughout the day.
• Educational Visits Group and educational tour programmes for schools and organisations, including curriculum-linked talks on conservation, climate change, and biodiversity, plus Home Educator Days and work experience placements. Dedicated booking pathway with group T&Cs.
• Venue Hire Corporate venue hire for events, meetings, and private functions at the zoo, with unique settings including dinosaur-themed environments, animal habitats, and catering facilities.
• Conservation Shop Gift shop selling sustainably sourced products including soft toys, animal puppets, jewelry, tote bags, mugs, collectables, and wellness items. Members receive 10% discount.
• Food and Beverage Outlets On-site food and beverage service across four outlets: Grace's Coffee (hot drinks and snacks near World of Dinosaurs), Restaurant Pangea (dinosaur-themed fast food diner with vegetarian and vegan options), Sun Bear Bakery (log cabin café with sun bear and tiger views via tree top walkway), and Tumble Jungle Food (paninis, sausage rolls, brownies, muffins, ice creams). Members receive 10% discount.
• Donations to the Zoological Society of Hertfordshire Optional donations supporting conservation efforts, wildlife rescue, and education initiatives worldwide. Donations can be made online via Just Giving, Amazon Wishlist (in-kind), legacy giving through wills, and Gift Aid scheme contributions.
• Lemurs of Madagascar Habitat Immersive walkthrough lemur experience featuring Ring-tailed Lemurs, Red-bellied Lemurs, and Madagascan Whistling Ducks in a habitat designed to reflect Madagascar's unique environment. Included with zoo admission.

Quantifiable outcome

• Zero waste-to-landfill for 3 consecutive years
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

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

• WAZA (World Association of Zoos and Aquariums)coreOthersHertfordshire Zoo is affiliated with WAZA, the global body representing zoos and aquariums, demonstrating commitment to international animal welfare and conservation standards.
• BIAZA (British and Irish Association of Zoos and Aquariums)coreOthersAffiliated with BIAZA, the UK and Ireland's primary zoo and aquarium association. Their Education Officer participates in the BIAZA Environmental Sustainability Working Group.
• EAZA (European Association of Zoos and Aquaria)coreOthersAffiliated with EAZA, the European zoo association that coordinates breeding programmes and conservation efforts across Europe.
• IZEA (International Zoo Educators Alliance)coreOthersAffiliated with IZEA, the global alliance for zoo and aquarium educators, supporting the zoo's education programme.
• Balppa (British Association of Leisure Parks, Piers and Attractions)coreOthersAffiliated with Balppa, the trade association for leisure attractions in the UK.
• The Big Cat SanctuaryflagshipStrategic or Co-development PartnerThe Big Cat Sanctuary in Kent is the zoo's sister charity, founded alongside Paradise Wildlife Park (now Hertfordshire Zoo). Both are operated under the Zoological Society of Hertfordshire. The Whitnall brothers (Cam, Tyler, Aaron) feature both the zoo and the sanctuary on the CBBC show One Zoo Three. The Big Cat Sanctuary was purchased by Paradise Wildlife Park (Parkside Leisure) in 2001.
• Snow Leopard TrustcoreStrategic or Co-development PartnerInternational conservation partner supporting snow leopard conservation projects in the species' native range.
• 21st Century TigercoreStrategic or Co-development PartnerTiger conservation partner working on tiger protection and habitat preservation projects globally.
• Borneo Orang-utan Survival Foundation UKcoreStrategic or Co-development PartnerCharitable partner supporting orangutan conservation and rehabilitation in Borneo.
• The Global White Lion Trust (South Africa)coreStrategic or Co-development PartnerConservation partner supporting white lion protection and community-based conservation in South Africa.
• Rutland Wildlife TrustminorStrategic or Co-development PartnerUK-based wildlife conservation partner supporting local conservation initiatives.
• Brook Animal SanctuaryminorStrategic or Co-development PartnerAnimal sanctuary partner for wildlife rescue and rehabilitation.
• Amphibian ArkminorStrategic or Co-development PartnerInternational conservation partner focused on amphibian species survival programmes.
• Bumble Bee Conservation TrustminorStrategic or Co-development PartnerUK conservation partner supporting bumblebee habitat restoration and awareness.
• Save The Bears (WSPA)coreStrategic or Co-development PartnerWorld Society for the Protection of Animals partner for bear conservation globally.
• Owsten Palm Civet Project (Vietnam)minorStrategic or Co-development PartnerSmall-scale conservation project supporting palm civet research and protection in Vietnam.
• Cheetah Conservation Fund (Namibia)coreStrategic or Co-development PartnerPartner supporting cheetah conservation in Namibia, including habitat protection and community education.
• Bally Vaughan Sanctuary (Zimbabwe)minorStrategic or Co-development PartnerZimbabwe-based wildlife sanctuary partner.
• Tewin Badger WatchminorStrategic or Co-development PartnerLocal UK badger protection group supporting wildlife monitoring in Hertfordshire.
• Wolf Conservation TrustminorStrategic or Co-development PartnerUK-based wolf conservation partner.
• Suffolk Owl SanctuaryminorStrategic or Co-development PartnerUK raptor conservation partner supporting owl and bird of prey protection.
• Cotton Top Tamarin Conservation ClubminorStrategic or Co-development PartnerPartner supporting cotton top tamarin conservation in Colombia.
• Chester ZoocoreChannel Partner/ Reseller/ DistributorShared zoo access programme partner. Hertfordshire Zoo annual members receive one free visit per membership year to Chester Zoo.
• Marwell ZoocoreChannel Partner/ Reseller/ DistributorShared zoo access programme partner. Hertfordshire Zoo annual members receive one free visit per membership year to Marwell Zoo.
• Twycross ZoocoreChannel Partner/ Reseller/ DistributorShared zoo access programme partner. Hertfordshire Zoo annual members receive one free visit per membership year to Twycross Zoo.
• Noah's Ark ZoocoreChannel Partner/ Reseller/ DistributorShared zoo access programme partner. Hertfordshire Zoo annual members receive one free visit per membership year to Noah's Ark Zoo.
• Bristol ZoocoreChannel Partner/ Reseller/ DistributorShared zoo access programme partner. Hertfordshire Zoo annual members receive one free visit per membership year to Bristol Zoo.
• Banham ZoocoreChannel Partner/ Reseller/ DistributorShared zoo access programme partner. Hertfordshire Zoo annual members receive one free visit per membership year to Banham Zoo.
• Africa AlivecoreChannel Partner/ Reseller/ DistributorShared zoo access programme partner. Hertfordshire Zoo annual members receive one free visit per membership year to Africa Alive.
• Guide Dogs UKcoreStrategic or Co-development PartnerGuide Dogs UK trained Hertfordshire Zoo staff in Sighted Guide techniques to assist visitors who are blind or partially sighted, enhancing the zoo's accessibility for visually impaired guests.
• Fanhams HallminorGTM or Marketing PartnerHertfordshire-based hotel and event venue partner. Part of the Exclusive Hotels group, offering accommodation and event space for zoo visitors and corporate clients.
• Be BroxbourneminorGTM or Marketing PartnerBorough of Broxbourne leisure partner promoting local sports, fitness, and leisure activities. Cross-promotional partner for local Hertfordshire community engagement.
• TescominorGTM or Marketing PartnerNational retailer partner. Tesco operates stores in the local area and is listed as a community partner of Hertfordshire Zoo.
• OcadominorGTM or Marketing PartnerOnline grocery retailer listed as a community partner of Hertfordshire Zoo.
• Guide DogscoreOthersThe zoo worked with Guide Dogs to deliver Sighted Guide training across its site to assist visitors who are blind or partially sighted.
• Red Panda NetworkcoreStrategic or Co-development PartnerLong-standing conservation partner working to restore native forests across Nepal and protect red panda habitat. Named after Nila Gurung, a conservationist associated with the partner organisation. The zoo's red panda Nila is named after this conservationist, highlighting the personal connection to the partner's work.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Noah's Ark Zoo Farm: Family-run zoo farm in Bristol area. Comparable as a regional family-run UK zoo with comparable animal encounter and member offering; shared membership partner.
• Twycross Zoo: Mid-sized UK zoo in Leicestershire known for primate and ape collections and entertainment tie-ins. Direct comparable in scale, family target market, and shared membership programme partner to Hertfordshire Zoo.
• Banham Zoo: Regional UK zoo in Norfolk. Comparable as a mid-sized UK zoo with membership programmes, animal experiences, and shared access partner to Hertfordshire Zoo.
• Marwell Zoo: Mid-sized UK zoo and registered charity in Hampshire. Direct comparable as a regional UK zoo with similar animal collection, family focus, shared membership access partner, and conservation-led operating model.
• Africa Alive: Regional UK wildlife park in Suffolk with African-themed animal collection. Comparable in size and operating model; shared membership partner.

Regional players

• Knowsley Safari Park: UK safari park in Merseyside with drive-through safari plus foot safari. Comparable as a UK wildlife attraction but with safari-park delivery model and regional catchment, not a direct competitor in Hertfordshire.

Broad incumbents

• West Midland Safari Park: Large UK wildlife attraction combining drive-through safari with amusement park elements. Comparable as a family-focused UK wildlife attraction but with significantly broader amusement components and larger scale.
• Whipsnade Zoo: ZSL's larger UK zoo operation in Bedfordshire. Comparable as a UK zoo with broader catchment, extensive animal collection, and similar conservation-led operating model under ZSL charity umbrella.
• Chester Zoo: One of the largest UK zoos, based in Cheshire. Comparable as an accredited zoo and shared zoo access programme partner; significantly larger scale but competes for the same family day-out and membership segment across the UK.
• ZSL London Zoo: Iconic London-based zoological collection and charity. Comparable as a UK zoo with extensive animal collection, conservation mission, membership programmes, and animal experiences; larger scale and central London catchment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HertsZoo
• YouTubeyoutube.com/@HertfordshireZoo
• Facebookfacebook.com/ParadiseWildlifeParkZSH
• Instagraminstagram.com/hertfordshirezoo
• TikToktiktok.com/@hertfordshirezoo?lang=en
• LinkedInlinkedin.com/company/hertfordshirezoo

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 Hertfordshire Zoo