Northeastern Wisconsin (new) Zoo Of Brown County

What Northeastern Wisconsin (new) Zoo Of Brown County does

The NEW Zoo & Adventure Park, legally "NEW Zoo & Adventure Park" and formerly the Northeastern Wisconsin Zoo, is an AZA-accredited zoological and adventure attraction located at 4378 Reforestation Rd in Green Bay, Brown County, Wisconsin, founded in 1936 and first AZA-accredited in 1996. It operates three integrated attractions on a single campus: a traditional year-round zoo (9:00 am–6:00 pm daily), the Neil Anderson Canopy Tour treetop walkway that physically connects the Adventure Park to the zoo, and the seasonally operated Adventure Park featuring ziplines, ropes course, climbing wall, and Kids Kourse. The organization holds 27 years of continuous AZA accreditation, placing it among only 237 AZA-accredited facilities in the United States, and is led by Director Carmen Murach and Adventure Park Supervisor Nathaniel Wagner.

The technology footprint is modest and consumer-facing: a WordPress-based website (newzoo.org) with Blackbaud ticketing, an Insight Creative development partnership, and the Photo Fun Safari mobile application on iOS and Android that delivers a photo scavenger hunt with animal-fact content and in-app upgrade purchases for additional safari challenges. No API, SDK, or developer-facing platform is documented. The core "product" is therefore a physical destination experience layered with a thin digital engagement layer rather than a software platform.

The business model is direct-to-consumer across nine revenue streams: general admission tickets, annual memberships (recurring), Adventure Park tiers, Canopy Tour including Twilight Tours, animal encounters and feedings, themed special events (Sip 'n' Safari, Bring Your Dog to the Zoo), camps and education programs (Zoo Camps, Adventure Camps, Zoomobile outreach), food and retail (Mayan Restaurant, gift shop), and donations/sponsorships flowing through the NEW Zoological Society (501(c)(3)). Primary customer segments are families with children, K-12 schools and youth groups, group/private events, conservation-minded donors, and visitors with disabilities (served via the Weyer Family Foundation-presented Accessible Zip). Distribution is entirely direct — website, at-the-door, membership, group bookings — with corporate sponsorships from Meijer, Weyer Family Foundation, and Stephenson National Bank & Trust supplementing the top line.

Name

Northeastern Wisconsin (new) Zoo Of Brown County

Legal name

NEW Zoo & Adventure Park

Website

https://newzoo.org

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

1–10 employees

Short description

The NEW Zoo & Adventure Park is a year-round AZA-accredited zoo and adventure attraction in Green Bay, Wisconsin, combining traditional animal exhibits with ziplines, ropes courses, and a canopy tour. It serves families, schools, group bookings, and conservation donors through ticketed admission, memberships, camps, and nonprofit-backed sponsorships.

Ownership category

akta.pro rank

Product category

Zoos & Adventure Parks

NAICS

Zoos and Botanical Gardens (712130), Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190), Amusement and Theme Parks (713110)

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 industries

Zipline & Canopy Tour Parks (THAAACAA), Adventure Parks & Aerial Courses (Zipline, Ropes, Canopy) (THAAAAAC)

Keywords

• Zoo and wildlife park
• Adventure park attractions
• Canopy tour experiences
• Animal encounter programs
• Educational zoo camps

Headquarters

HQ city

Green Bay

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: Day passes for zoo access, with standard pricing for adults, seniors, and children. Zoo open year-round from 9am-6pm.
2. Memberships: Annual membership programs providing unlimited visits, discounts on experiences, and member-only benefits.
3. Adventure Park Experiences: Revenue from ziplines, ropes courses, climbing walls, and Kids Kourse attractions. Pricing tiers for complete adventure, individual attractions, and combination packages.
4. Canopy Tour: Neil Anderson Canopy Tour offering treetop walk experiences. Separate ticket pricing with Twilight Tours evening events.
5. Animal Experiences: Fees for animal encounters, feedings, and behind-the-scenes experiences including giraffe feeding, penguin encounters, and wild encounters.
6. Special Events: Revenue from themed events including Bring Your Dog to the Zoo, Sip 'n' Safari adults-only events, holiday celebrations, and conservation events.
7. Camps and Education: Summer camps, adventure camps, zoo camps, and school/group programs including field trips and Zoomobile outreach programs.
8. Food and Retail: Mayan Restaurant, grab-and-go snacks, and gift shop merchandise sales.
9. Donations and Sponsorships: Donations through the NEW Zoological Society (501(c)(3)), animal adoptions, and corporate sponsorships for events and programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The NEW Zoo & Adventure Park is a combined zoo and outdoor adventure park destination offering general zoo admission, the Neil Anderson Canopy Tour treetop walkway, and an Adventure Park with ziplines, ropes courses, climbing walls, and a Kids Kourse. It sells tickets, annual memberships, add-on animal encounters/feedings, summer and adventure camps, birthday party packages, Zoo-to-You outreach programs, food and retail, and accepts donations and corporate sponsorships through the supporting NEW Zoological Society 501(c)(3).

Product overview

The NEW Zoo & Adventure Park is a unified family entertainment destination combining a traditional zoo experience with adventure recreation and educational programs. The core offerings include the NEW Zoo (general admission animal exhibits), the Neil Anderson Canopy Tour (treetop walkway connecting to the zoo), and the Adventure Park (ziplines, ropes course, climbing wall, Kids Kourse). These are supplemented by paid add-on experiences such as Animal Encounters, Animal Feedings, Twilight Tours, and Party Packages. The zoo also operates seasonal camps for children (Zoo Camps and Adventure Camps), offers a free Photo Fun Safari mobile app, and provides membership, adoption, and group booking programs. The organization is accredited by the Association of Zoos & Aquariums (AZA) and is open year-round.

Differentiator

Problem solved

Functional benefit

Products and services

• NEW Zoo General Admission Day-pass admission to the NEW Zoo featuring animal exhibits and wildlife habitats from around the world, open year-round from 9:00 am to 6:00 pm. Targeted at families, individuals, and groups seeking wildlife viewing and educational experiences.
• Neil Anderson Canopy Tour Self-guided treetop walk on suspended bridges and platforms taking visitors from the Adventure Park through the forest canopy to the zoo, crossing over animal habitats. Targeted at general visitors seeking a unique elevated nature experience, with select-evening Twilight Tours.
• Adventure Park Seasonal outdoor adventure attraction featuring ziplines, ropes course, climbing wall, and Kids Kourse for young children. Offered in tiered experiences: Complete Adventure, Ropes Course Adventure, and Zip Lining Adventure, with an Accessible Zip option for guests with disabilities.
• Animal Encounters (Wild Encounters) Up-close, behind-the-scenes interactive experiences with zoo animals, including Wild Encounters with snow leopards, giraffes, tortoises, penguins, and reptiles. Private animal encounters are available for booking. Targeted at visitors seeking premium, hands-on wildlife interactions.
• Animal Feedings Seasonal feeding experiences with giraffes, penguins, otters, and pelicans, conducted under staff supervision. Targeted at families and general visitors seeking interactive animal experiences.
• Zoo Camps Educational day camps for children including single-day Summer Safari sessions (grades 1-4), four-day Summer Zoo Camp sessions (grades 1-7), and seasonal Spring Break and Winter Break camps. Targeted at families and parents seeking structured educational programming for children.
• Adventure Camps Half-day adventure camps for ages 6-14 featuring ropes course, rock climbing, and zip lining, including Trekker Camp (ages 6-10), Explorer Camp (ages 11-14), and Junior Guide Camps (ages 14-15). Targeted at families seeking active outdoor programming for children and teens.
• Twilight Tours on the Canopy Tour Evening canopy tour experiences from 6:00 pm to 8:00 pm on select dates throughout the year, offering sunset views and after-hours access to observe animals. Targeted at adults and families seeking a unique evening attraction.
• Party Packages Birthday party and celebration packages available at both the zoo and Adventure Park, including venue rental, animal experiences, and adventure activities. Targeted at families, private groups, and corporate event organizers.
• Photo Fun Safari Mobile App Free mobile app for iPhone and Android featuring a photo scavenger hunt experience. Users complete challenges by finding and photographing animals in different poses while learning fun facts about zoo residents, with optional in-app upgrades for additional safaris. Targeted at zoo visitors, particularly families with children.
• Annual Memberships Annual membership programs offering unlimited zoo visits, discounts on tickets and experiences, and member benefits, with tiers for zoo-only and combined zoo-plus-Adventure Park access. Targeted at frequent visitors and local families.
• Adopt-an-Animal Symbolic animal adoption programs allowing supporters to contribute to the care of specific zoo animals. Available as gifts and aimed at conservation-minded donors and families.
• Zoo-to-You / Zoomobile Outreach Off-site education programs bringing zoo animals and educational content to schools, groups, and events. Targeted at schools, libraries, and community organizations unable to visit the zoo.
• Group Experiences Tailored programs for groups including scout programs, field trips, and corporate group bookings with customized activities and pricing. Targeted at schools, scouts, corporate teams, and other organized groups.

Quantifiable outcome

• One of only 237 AZA-accredited facilities in the United States, holding accreditation for 27 consecutive years since 1996
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core, strategic, major and minor.

• Weyer Family FoundationcoreGTM or Marketing Partner · 1 January 2026Presenting sponsor for Accessible Zip program providing zip lining experiences for individuals with physical disabilities. The program runs on three dates in 2026 and enables participants to experience the 1,000-foot Dual Racing Zip Lines with staff assistance from the 50-foot fire tower.
• National Geographic-Lindblad ExpeditionsstrategicStrategic or Co-development Partner · 1 January 2026Partnership for Conservation Travel program featuring a private charter on the National Geographic Gemini to the Galápagos Islands. Trip dates September 11-20, 2026. Organized through the NEW Zoological Society.
• MeijermajorGTM or Marketing Partner · 1 January 2026Presenting sponsor for Mother's Day at the Zoo event, providing free admission for mothers along with additional sponsor activities including AHT Wisconsin Windows, Everydry Waterproofing, The Dog House, Nothing Bundt Cakes, Travelin' Tom's Coffee Truck, and Wery's Sweet Summer Bloomers.
• The Stephenson National Bank & TrustmajorGTM or Marketing Partner · 1 January 2026Presenting sponsor for Father's Day at the Zoo event. The bank provides free admission for dads and half-price zips, with on-site activities and free gifts for fathers.
• Brown County Farm BureauminorGTM or Marketing Partner · 1 January 2026Participating sponsor providing ice cream treats at Party for the Penguins conservation event.
• Association of Zoos & Aquariums (AZA)coreOthers · 1 January 1996AZA accreditation since 1996. AZA is the primary accrediting body for zoos and aquariums for over 40 years, considered the gold standard. AZA standards are referenced by OSHA and USDA as national standards. The NEW Zoo has held accreditation for 27 consecutive years, one of only 237 AZA-accredited facilities in the US.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-zoo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Northeastern Wisconsin (new) Zoo Of Brown County