Kansas City Zoo & Aquarium

What Kansas City Zoo & Aquarium does

Kansas City Zoo & Aquarium is a 501(c)(3) nonprofit zoological institution operating a 202-acre facility in Swope Park, Kansas City, Missouri, housing over 1,700 endangered and exotic species across nearly 10,000 animals. Founded in 1909 and operated since 2002 by Friends of the Zoo, Inc. (FOTZ), the institution is accredited by the Association of Zoos and Aquariums (AZA) and the World Association of Zoos and Aquariums (WAZA). It serves 925,000+ annual visitors, 228,000+ education program participants, and schools across Jackson and Clay counties through free Zoomobile visits, ZooED curriculum, field trips, and camps.

The zoo's product surface spans immersive animal exhibits (Elephant Expedition, Sobela Ocean Aquarium, Helzberg Penguin Plaza, Giraffe Crossing, Orangutan Canopy, Stingray Bay, Polar Bear Passage), ancillary amenities (dining, retail, rides, rentals for events and weddings), and digital services via a website and mobile application supporting ticketing, membership, and on-site navigation. Underlying technology is largely conventional: a website and mobile app for commerce and visitor wayfinding, with no disclosed AI, proprietary data platforms, or advanced integrations.

Revenue is diversified across six streams: admission tickets (weekday $24 adult/$20 child; weekend $28/$22), recurring annual memberships with reciprocal admission benefits, on-site dining and retail concessions, corporate sponsorships, donations (including planned giving and stock), and the Jazzoo annual gala, which has raised over $12 million cumulatively. A voter-approved 1/8-cent sales tax in the Jackson and Clay County Zoological District, established in 2011, provides a stable public funding base. The zoo targets multiple segments including individual families, school groups, corporate partners, and conservation donors, with distribution through digital self-serve, on-site box office, B2B group sales, and the AZA reciprocal network.

Name

Kansas City Zoo & Aquarium

Legal name

Kansas City Zoo & Aquarium

Website

https://kansascityzoo.org

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

101–250 employees

Short description

Kansas City Zoo & Aquarium is a nonprofit zoological institution operating a 202-acre facility in Swope Park, serving 925,000+ annual visitors and 228,000+ education program participants through animal exhibits, aquariums, conservation programs, and community education across Jackson and Clay counties.

Ownership category

akta.pro rank

Product category

Zoological Park and Aquarium

NAICS

Zoos and Botanical Gardens (712130), Zoos and Botanical Gardens (71213)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• Zoo and aquarium
• Wildlife conservation
• Animal education programs
• Family attractions
• Exhibit experiences

Headquarters

HQ city

Kansas City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Tickets: Daily admission fees charged to visitors for entry to the zoo and aquarium facilities
2. Memberships: Annual membership passes providing unlimited general admission with various benefit tiers
3. Dining and Retail: On-site food and beverage concessions and retail merchandise sales
4. Jazzoo Annual Gala: Major annual fundraising event featuring food, drinks, entertainment; has raised over $12 million over the years with average attendance of 5000 supporters
5. Corporate Sponsorships: Annual partnerships and event-based sponsorships from businesses; zoo provides marketing opportunities and brand exposure to 925,000+ annual visitors
6. Donations: General donations, planned giving, stock donations, memorials, and tribute gifts

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Kansas City Zoo & Aquarium operates a 202-acre zoological park and aquarium facility in Kansas City, Missouri, providing public admission, animal exhibits, education programs, conservation initiatives, venue rentals, and membership-based visitation. Revenue is generated primarily through daily admission, annual memberships, on-site dining and retail, corporate sponsorships, donations, and the Jazzoo annual fundraising gala, with supplemental offerings including school field trips, camps, and private events.

Differentiator

Problem solved

Functional benefit

Brands

• Jazzoo: The zoo's biggest annual fundraising event featuring unlimited food, drinks, and entertainment. Party animals gather to raise money for the nonprofit organization. Proceeds provide food for animals and educational opportunities for youth.
• Friends of the Zoo (FOTZ)
• Zoological District

Products and services

• General Admission Tickets Day-of entry to the 202-acre Kansas City Zoo & Aquarium for individuals and families, with tiered weekday ($24 adult / $20 child) and weekend ($28 adult / $22 child) pricing and discounts for Jackson and Clay county residents and military personnel.
• Friends of the Zoo Annual Membership Annual subscription pass for unlimited general admission during regular operating hours, with discounts on retail, food, and select special events, valid for one year from purchase date; discounted rates available to Jackson and Clay county residents.
• Sobela Ocean Aquarium Major aquarium exhibit housing ocean species, opened in 2023 as one of the zoo's flagship capital projects, included with general admission.
• Giraffe Crossing Giraffe habitat expansion opened in 2026 featuring new giraffe viewing experience, included with general admission.
• Helzberg Penguin Plaza Interactive penguin habitat exhibit opened in 2013, included with general admission.
• Orangutan Canopy Orangutan habitat expansion opened in 2015, included with general admission.
• Stingray Bay Interactive stingray exhibit opened in 2018, included with general admission.
• Alligator Alley Alligator exhibit habitat opened in 2022, included with general admission.
• Elephant Expedition Elephant habitat expansion opened in 2020, included with general admission.
• ZooED Curriculum Program Standards-linked curriculum program for Jackson and Clay county schools that connects animals, conservation, and career readiness, offered free or at discounted rates as part of the Zoological District partnership.
• Field Trips and Zoomobile Outreach On-site school field trips plus free Zoomobile outreach visits to Jackson and Clay county schools, providing animal encounters and conservation programming.
• Summer, Winter, Spring, and Schools-Out Camps Day camps offered during school breaks for children, including summer, winter, spring, and schools-out sessions, with associated camp scholarships available.
• Overnight Programs Overnight zoo experiences including aquarium glamping, indoor, outdoor, and public overnight programs for groups and families.
• Birthday Parties Private birthday party rentals hosted at the zoo for families and children.
• Weddings and Evening Rentals Private wedding and evening venue rentals at the zoo, including corporate meetings and picnics.
• Jazzoo Annual Gala Ticketed annual fundraising event with super early bird, early bird, and regular price tiers, offering food, beverages, entertainment, and corporate sponsorship opportunities.
• Corporate Sponsorships Annual and event-based corporate sponsorship packages providing marketing exposure to 925,000+ annual zoo visitors, including Jazzoo sponsorship opportunities.
• Commercial Photography Permits Hourly ($150/hr), half-day ($600), and full-day ($1,200) photography permits for commercial shoots on zoo grounds.
• Adopt a Wild Child Program Symbolic animal adoption donation program that supports animal care and conservation initiatives at the zoo.
• Wild Beginnings Exhibit Animal exhibit and education feature included with general admission as part of the zoo's animal collection.
• Dining and Retail Concessions On-site food and beverage concessions and retail merchandise offered to zoo visitors.

Quantifiable outcome

• 925,000+ visitors annually served
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Jackson and Clay Counties Zoological DistrictcoreStrategic or Co-development Partner · 1 January 2011The Zoological District, made up of Jackson and Clay counties in Missouri, supports the Zoo through a 1/8-cent sales tax approved by voters in 2011. This funding has allowed the Zoo to grow staff, complete maintenance projects, and improve the zoo experience.
• Association of Zoos and Aquariums (AZA)coreStrategic or Co-development PartnerAZA accreditation ensures high standards of animal care and conservation. The zoo participates in the AZA Reciprocal Admissions Program, offering free or discounted admission to members of other AZA-accredited institutions.
• World Association of Zoos and Aquariums (WAZA)coreStrategic or Co-development PartnerInternational organization connecting zoos and aquariums globally for conservation and education initiatives.
• Kansas City Board of Parks and Recreation CommissionerscoreStrategic or Co-development PartnerThe zoo is operated in agreement with the Kansas City, MO, Board of Parks and Recreation Commissioners, which oversees park operations including the zoo facility.
• Variety KCminorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• CPKC (Canadian Pacific Kansas City)minorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• SCHEELSminorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• UMKCminorGTM or Marketing PartnerUniversity partner and corporate sponsor of the zoo.
• Primrose SchoolsminorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• Slack鸡minorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• City TruckminorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• Mano's WineminorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• Construction Owned CompaniesminorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.
• Ottawa UniversityminorGTM or Marketing PartnerUniversity partner and corporate sponsor of the zoo.
• Spark by HiltonminorGTM or Marketing PartnerCorporate sponsor of the zoo, participating in Jazzoo event sponsorship.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Audubon Nature Institute: Operates the Audubon Zoo and Audubon Aquarium in New Orleans under one nonprofit umbrella, the closest structural analogue to a combined zoo-and-aquarium operation like Kansas City.
• Saint Louis Zoo: AZA-accredited nonprofit zoo located in Missouri, comparable in scale and operating model to Kansas City Zoo & Aquarium, with similar admission, membership, and education programming.
• Minnesota Zoo: AZA-accredited regional zoo with similar exhibit scale, outdoor-anchored operations, and conservation programming serving a comparable Midwestern metro.
• Cincinnati Zoo & Botanical Garden: AZA-accredited Midwestern nonprofit zoo with overlapping exhibit mix, education programming, and membership-based revenue model.
• Smithsonian's National Zoo: AZA-accredited zoo with free admission and extensive conservation and education programs; comparable in scale, exhibit variety, and educational mission.
• Omaha's Henry Doorly Zoo and Aquarium: AZA-accredited zoo and aquarium in the Midwest with a large indoor aquarium and comparable animal collection; notably the former employer of Kansas City Zoo's prior CEO Randy Wisthoff.
• Denver Zoo: AZA-accredited nonprofit zoo of similar size serving a major U.S. metropolitan area, with comparable membership, education, and conservation programming.
• Bronx Zoo (Wildlife Conservation Society): Large AZA-accredited urban zoo with global conservation footprint, comparable exhibit breadth, and education programming targeting families and schools.
• San Diego Zoo Wildlife Alliance: AZA-accredited zoo and conservation organization with deep donor base, membership model, and global species programs analogous to Kansas City's AZA/SAFE involvement.

Broad incumbents

• Disney's Animal Kingdom: AZA-accredited large-scale themed zoo experience operated within a broader theme park portfolio; competes for the same family-discretionary entertainment dollars in the U.S. market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/KansasCityZoo
• YouTubeyoutube.com/user/kansascityzoo
• Facebookfacebook.com/KansasCityZoo
• Instagraminstagram.com/kansascityzoo/?hl=en
• LinkedInlinkedin.com/company/kansas-city-zoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Kansas City Zoo & Aquarium