What Milwaukee County Zoo does

The Milwaukee County Zoo is a 190-acre, AZA-accredited zoological park located at 10001 W Bluemound Rd, Milwaukee, Wisconsin, owned and operated by Milwaukee County government and founded in 1892. It is a public institution (not a private company) housing more than 2,400 animals representing over 340 species across mammals, birds, fish, amphibians, invertebrates, and reptiles, and participates in 60+ Species Survival Plans (SSPs) and AZA SAFE conservation programs. The Zoo serves individual families, school and youth groups, corporate event planners, and private event clients (weddings, birthdays) primarily in the Milwaukee metropolitan area and Southeast Wisconsin, with a recent push into tourism via multilingual Virtual Reality experiences (Gorilla Trek, The Great Migration, Shark Dive) in seven languages.

Its core product is general admission to the 190-acre grounds and animal habitats, supported by an extensive portfolio of paid add-ons: rides (Carousel, Safari Train, Sky Safari, Zip Line and Ropes Courses, ScooterPals), Wild Connections up-close animal encounter tours, seasonal special events (the 40-year A La Carte food/music festival, Powerful Pollinators summer exhibit, Snooze at the Zoo overnight camping), venue rentals (Peck Welcome Center up to 550 guests, Zoofari Center up to 300 guests), food and beverage across multiple locations (Café 1892, Crust & Copper, Wild Burger, Cedar Crest Ice Cream), and a gift shop. Underlying technology is operational rather than transformational: the industry-standard ZIMS animal records system, a newly launched license-plate-based QR parking system (April 2026) with mobile payment, an interactive digital zoo map, and VR content experiences.

The Zoo operates a hybrid go-to-market combining direct-to-consumer walk-up and online ticket sales, event-driven attendance through seasonal programming, and a sales-led Group Sales Department (three dedicated staff) handling schools, corporates, weddings, and picnics. Revenue streams span admission tickets (one-time), Zoo Pass annual memberships (subscription) via the separate Zoological Society of Milwaukee nonprofit, parking, F&B and merchandise (point-of-sale), rides and activities (unit pricing), event rentals, and Wild Connections tours. Pricing is tiered by Milwaukee County residency, age, group type, and seasonality, with sponsored Family Free Days and free weekday student admission November-December. As a public institution, specific revenue is not disclosed; ancillary revenue is supplemented by the Zoological Society's fundraising and by corporate sponsorships (Tri City National Bank, WITI FOX6, Meijer, Educators Credit Union, Miller Lite, Penzeys, North Shore Bank).

Name

Milwaukee County Zoo

Legal name

The Milwaukee County Zoo

Website

https://milwaukeezoo.org

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

101–250 employees

Short description

The Milwaukee County Zoo is a 190-acre, AZA-accredited public zoological park in Milwaukee, Wisconsin, home to 2,400+ animals across 340+ species. It serves families, school groups, and corporate/private event clients through admission, rides, animal encounters, VR experiences, and seasonal events, supported by the nonprofit Zoological Society of Milwaukee.

Ownership category

akta.pro rank

Product category

Zoological Park

NAICS

Zoos and Botanical Gardens (71213)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

Keywords

• Wildlife conservation education
• Zoo admission ticketing
• Animal encounter tours
• Species survival programs
• Family attraction entertainment

Headquarters

HQ city

Milwaukee , Wisconsin

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. Admission Tickets: Ticket sales for Zoo admission with discounted rates for online pre-purchase. Separate pricing for Milwaukee County residents and non-residents.
2. Zoo Pass Membership: Annual membership program through Zoological Society of Milwaukee offering unlimited admission, free parking, and discounts on activities.
3. Parking Fees: License plate-based parking system. General parking $15, oversized vehicle/bus/RV parking $20.
4. Food & Beverage: Multiple dining locations including Cafe 1892, Crust & Copper, Wild Burger, Cedar Crest Ice Cream, snack stands, and mobile carts throughout grounds.
5. Rides & Activities: Fees for carousel, Safari Train, Sky Safari, Sky Adventure Zip Line and Ropes Courses, ScooterPals, and virtual reality experiences.
6. Gift Shop & Merchandise: Zoo gift shop selling merchandise including plush animals, toys, apparel, and souvenirs.
7. Event Rentals & Group Sales: Venue rentals for weddings, corporate events, birthday parties, and picnics. Peck Welcome Center and Zoofari Center available for private events.
8. Wild Connections Tours: Up-close animal encounter tours including giraffe feeding, elephant experiences, penguin pool party, and behind-the-scenes access.
9. Stroller & Mobility Equipment Rental: Stroller ($12.50), wagon ($15.50), wheelchair ($10), and ECV scooter ($35) rentals.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

The Milwaukee County Zoo is a 190-acre zoological park housing over 2,400 animals representing more than 340 species, offering general admission to animal habitats and exhibits. The zoo supplements core admission with paid add-on experiences including Wild Connections animal encounter tours, Virtual Reality experiences, on-site rides (carousel, train, zip line), seasonal special events (A La Carte food festival, Snooze at the Zoo), venue rentals, and dining and merchandise retail.

Product overview

The Milwaukee County Zoo is a 190-acre zoological park home to over 2,400 animals representing over 340 species. Its core product is general admission to the zoo grounds and animal habitats. The zoo's product portfolio spans paid add-on experiences including Wild Connections animal encounter tours, Virtual Reality experiences (Gorilla Trek, The Great Migration, Shark Dive), seasonal special events (A La Carte food festival, Powerful Pollinators summer exhibit, Snooze at the Zoo camping), on-site rides (Carousel, Safari Train, Sky Safari, Zip Line), and venue rentals for groups and events. Supporting services include accessible experiences (Aira, sensory inclusion, wheelchairs), dining at multiple locations (Café 1892, Wild Burger, Crust & Copper), and conservation programs including Species Survival Plans and collaborative international conservation support.

Differentiator

Problem solved

Functional benefit

Products and services

• Zoo Admission and Ticketing
• Zoo Pass Annual Membership
• Wild Connections Animal Encounter Tours
• Virtual Reality Experience
• Zoo Rides
• Food and Beverage Service
• Gift Shop and Merchandise
• Group Events and Venue Rentals
• A La Carte at the Zoo
• Snooze at the Zoo
• Powerful Pollinators Summer Exhibit
• Field Trips and Education Programs
• Accessibility Services
• Equipment Rentals

Quantifiable outcome

• Over 2,400 animals and 340+ species maintained at world-class welfare standards
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Minneapolis Zoo (Minnesota Zoo): AZA-accredited Midwest zoo with similar scale and climate-related seasonality, comparable ride/attraction diversification, and group sales channel.
• Detroit Zoo (Detroit Zoological Society): Regional Midwest AZA-accredited zoo with comparable mid-tier scale, public-attraction programming, and seasonal event calendar competing for Great Lakes family visitors.
• Henry Doorly Zoo and Aquarium (Omaha): AZA-accredited Midwest zoo with a similarly diversified mix of admissions, rides, attractions, and immersive experiences; directly comparable in scale and revenue model.
• Brookfield Zoo (Chicago Zoological Society): Closest geographic peer — another AZA-accredited major metropolitan zoo in the greater Chicago-Milwaukee-Chicago corridor with similar scale, animal collection, education programs, and membership base, competing for regional family visitation.
• Como Park Zoo & Conservatory (Saint Paul): Publicly-operated zoo (city-owned, like Milwaukee County Zoo) of similar Midwestern character with free-admission elements and a mixed revenue model, providing a useful structural comparator.
• Cincinnati Zoo & Botanical Garden: AZA-accredited regional zoo with comparable animal collection size, conservation programming (including SSP participation), and a mix of rides/attractions driving incremental per-visitor revenue.
• Lincoln Park Zoo (Chicago): Free-admission urban zoo with comparable education/conservation mission, comparable animal collection, and similar group/event revenue diversification.

Broad incumbents

• San Diego Zoo Wildlife Alliance: Industry-leading AZA-accredited zoological organization operating the San Diego Zoo and Safari Park; broadly comparable in offering mix (admission, rides, events, conservation) but at significantly larger scale and brand reach.
• Smithsonian's National Zoo (Washington, D.C.): Larger, federally-affiliated AZA-accredited zoological institution with substantially broader conservation footprint; comparable in mission and operations but with materially greater scale and national reach.

Others

• Association of Zoos and Aquariums (AZA): Accrediting body and industry association of which Milwaukee County Zoo is a member; sets operational, animal-welfare, and conservation standards that shape competitive practice across the peer set.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/MilwaukeeCoZoo
• YouTubeyoutube.com/user/MilwaukeeCountyZoo
• Facebookfacebook.com/MilwaukeeCountyZoo
• Instagraminstagram.com/milwaukeecozoo
• LinkedInlinkedin.com/company/milwaukee-county-zoo

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Milwaukee County Zoo