Henry Vilas Zoo

What Henry Vilas Zoo does

Henry Vilas Zoo is a publicly operated, admission-free zoological park located at 702 S. Randall Avenue in Madison, Wisconsin. Founded in 1911 and operated by Dane County, it holds accreditation from the Association of Zoos and Aquariums (AZA) — a designation held by only 240 facilities globally — and is a member of the World Association of Zoos and Aquariums (WAZA). The zoo maintains a diverse animal collection that includes critically endangered species such as the Bornean orangutan and Somali wild ass, and participates in Species Survival Plan breeding programs. A 2026 Giraffe Pavilion development represents the largest capital expansion in the zoo's history.

The business model is community-supported rather than transactionally gate-driven. The core product is free admission open 365 days a year, with revenue generated across six streams: three-tier annual memberships ($35 Single, $75 Family, $200 Patron) where 50% of dues go to wildlife conservation; pay-per-use attractions ($3 train and carousel rides, $10 stroller/wheelchair rental); on-site dining (Glacier Grille, Cup and Cone kiosk) and gift shop retail; facility rentals for birthdays, corporate events, and weddings; donations including Amazon-linked animal enrichment wish lists; and a recurring portfolio of seasonal ticketed events (Brew Lights, Breakfast with Santa, Mother's Day Brunch, Pride Night, Tail End of Summer Bash) priced between $15 and $50. Educational programming includes Zoo Camp, school field trips, early childhood programs, guided walking tours, and a Zoo to You off-site outreach program.

The zoo's distribution and ecosystem leverage partnerships with eight global conservation organizations — Polar Bears International, Orangutan SAFE (with Zoo Director Ronda Schwetz serving as program leader), Lion Landscapes, Giraffe Conservation Foundation, Red Panda Network, SANCCOB, Tiger Conservation Campaign, and the Saola Foundation — alongside infrastructure partnerships with Madison Gas and Electric for sustainable energy initiatives. Marketing relies on organic social (Facebook, Instagram), email newsletters, conservation awareness days, and event-driven community engagement rather than paid acquisition. Member benefits extend to reciprocal admission access at 150+ AZA-accredited facilities.

Name

Henry Vilas Zoo

Legal name

Henry Vilas Zoo

Website

https://henryvilaszoo.gov

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

11–50 employees

Short description

Henry Vilas Zoo operates an admission-free, AZA-accredited zoological park in Madison, Wisconsin, serving families, schools, and conservation donors with animal exhibits, educational programming, and seasonal events, while channeling 50% of membership dues to global wildlife conservation partnerships.

Ownership category

akta.pro rank

Product category

Public Zoological Park Services

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Wildlife Watching & Encounters (Birding, Whale Watching, Primates) (THAJAIAC), Wildlife Sanctuaries & Rescue Centers (Visitor Operations) (THAAAFAA)

Keywords

• Zoological park operations
• Wildlife conservation education
• Animal welfare programs
• Conservation membership program
• Community zoo admissions

Headquarters

HQ city

Madison

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. Memberships: Conservation Club membership program with three tiers (Single $35, Family $75, Patron $200). 50% of membership dues goes directly to wildlife conservation.
2. Admissions: Free admission model. Revenue generated through memberships, donations, and ancillary services rather than gate fees.
3. Retail and Food Service: Glacier Grille restaurant, Cup and Cone kiosk, gift shop sales. Sustainable dining with plant-based biodegradable utensils and compostable packaging.
4. Facility Rentals: Private event rentals including birthdays, corporate events, weddings, and after-hours experiences. Birthday packages, daytime and after-hours rentals available.
5. Donations: Financial donations, memorial donations, animal enrichment wish list purchases through Amazon, and direct contributions to conservation programs.
6. Rides and Attractions: Train and carousel rides at $3 each. Tokens or punch cards available for purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Henry Vilas Zoo is an admission-free, government-operated zoological park offering public access to animal exhibits, conservation education programs, $3 train and carousel rides, on-site dining (Glacier Grille), a gift shop, paid memberships, and private facility rentals. The zoo maintains a conservation-focused model in which 50% of membership dues go directly to wildlife conservation, supported by AZA/WAZA accreditation and partnerships with global wildlife organizations.

Product overview

Henry Vilas Zoo operates as an admission-free community zoo in Madison, Wisconsin, offering a unified visitor experience centered on animal exhibits and conservation education. The core offering is free admission to the zoo grounds with animal viewing, supplemented by paid attractions including train and carousel rides ($3 each). The zoo generates revenue through a membership program ($35-$200 annually), facility rentals for private events, on-site dining at Glacier Grille and Cup & Cone kiosk, and special ticketed events like Tail End of Summer Bash, Brew Lights, Breakfast with Santa, and Pride Night. Educational programming includes Zoo Camp, school field trips, early childhood programs, and teen volunteer pathways. Conservation initiatives are supported through 50% of membership dues and dedicated donation programs. Major upcoming development includes the Giraffe Pavilion featuring feeding experiences, an indoor herd room, educational encounters, and event space for up to 200 guests. The zoo maintains AZA accreditation and partnerships with global conservation organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Zoo Foundation: The Henry Vilas Zoo Foundation (hvzfoundation.org) supports the zoo's operations and conservation efforts.

Products and services

• Zoo Admission Free admission to the zoo grounds open 365 days a year from 9:30am to 5:00pm, with animal buildings open 10:00am to 4:00pm, providing free community access to animal exhibits.
• Conservation Club Membership Program Annual membership tiers — Single $35, Family $75, Patron $200 — with 50% of dues directed to wildlife conservation; benefits include gift shop and dining discounts, members-only preview events, early admission on select dates, free ride punch-card (Family tier), Behind the Scenes tour discounts (Patron tier), and discounted admission to 150+ AZA-accredited zoos and aquariums.
• Train and Carousel Rides
• Glacier Grille
• Cup and Cone Kiosk
• Gift Shop
• Rent the Zoo (Facility Rentals)
• Behind the Scenes Tours
• Zoo Camp
• School Field Trips
• Early Childhood Programs (Preschool Pride)
• Teen Program
• Guided Walking Tours
• Zoo to You (Off-site Outreach)
• Critter Connections
• Breakfast with the Animals
• Evening Programs
• Tail End of Summer Bash
• Brew Lights
• Breakfast with Santa
• Pride Night
• Party for the Planet
• Catapalooza: Big Cat Conservation Weekend
• Mother's Day Brunch
• Giraffe Pavilion New attraction featuring giraffe feeding experiences, an indoor herd room for year-round viewing, educational encounters, advanced animal care facilities including a working barn with moving walls for veterinary care, and an event patio for up to 200 guests.
• Animal Enrichment Wish Lists
• Stroller and Wheelchair Rental

Quantifiable outcome

• Over $36,000 raised for wildlife conservation in 2022 through memberships
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

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

• Polar Bears InternationalflagshipStrategic or Co-development PartnerHenry Vilas Zoo is a partner and supporter of Polar Bears International (PBI), serving as an Arctic Ambassador Center. In 2011, the zoo was acknowledged as one of 50 'Champions for Polar Bears.' The partnership focuses on conserving polar bears in the wild and the sea ice they depend on through field research support and public education.
• Orangutan SAFE (Saving Animals From Extinction) ProgramflagshipStrategic or Co-development PartnerZoo Director Ronda Schwetz serves as program leader for AZA's Orangutan SAFE project. The program establishes relationships between orangutan conservation facilities in Indonesia and Malaysia and AZA facilities, educates local communities about conservation benefits, purchases land to preserve rainforest, and leads tree planting sessions to restore damaged habitat.
• Lion LandscapescoreStrategic or Co-development PartnerOriginally partnered with Ruaha Carnivore Project (established 2009 as part of Oxford University's Wildlife Conservation Research Unit). In 2021, merged with Lion Landscapes. The partnership focuses on mitigating human-wildlife conflict, education, and providing community benefits to local villages demonstrating success in living peacefully with large predators.
• Giraffe Conservation FoundationcoreStrategic or Co-development PartnerGiraffe Conservation Foundation (GCF) is dedicated to a sustainable future for all giraffe populations in the wild. The zoo celebrates World Giraffe Day every June to raise awareness and funds for GCF.
• Red Panda NetworkcoreStrategic or Co-development PartnerRed Panda Network is committed to the conservation of wild red pandas and their habitat through educating and empowering local communities. Focus areas include Research and Monitoring, Policy and Advocacy, Community-based Conservation, Education and Outreach, and Sustainable Livelihoods. The zoo celebrates International Red Panda Day every September.
• SANCCOB (Southern African Foundation for the Conservation of Coastal Birds)coreStrategic or Co-development PartnerSANCCOB works to reverse the decline of wild seabird populations through rescue, rehabilitation, and release of ill, injured, abandoned, and oiled seabirds—particularly endangered African Penguins. Each year, SANCCOB rescues and rehabilitates in excess of 2,400 injured, sick, or oiled seabirds. The zoo celebrates African Penguin Awareness Day every October.
• Tiger Conservation CampaigncoreStrategic or Co-development PartnerTiger Conservation Campaign works to study wild tigers and their needs, prevent poaching, create awareness about tigers, help local people live peacefully near these large cats, medically treat ill and injured animals, and help create laws to protect tigers and their habitat. Supports Wildlife Conservation Society's Amur tiger research in Northeast Russia.
• Saola FoundationminorStrategic or Co-development PartnerPartnership with Saola Foundation for Annamite Mountains Conservation to raise funds for conservation of saola and other animals from the region. The zoo's Catching Hope program converts poaching snares collected from Laos and Vietnam into handcrafted goods (hope catchers, key chains, ornaments) that are sold to raise funds.
• Madison Gas and ElectriccoreOthersStrong working relationship for sustainable initiatives including installation of a Marathon Engine in the Aviary that converts natural gas into electricity and captures heat as a byproduct for the Aviary's boiler system. Partnership on sustainable building initiatives and renewable energy.
• Association of Zoos and Aquariums (AZA)flagshipStrategic or Co-development PartnerAZA accreditation ensures best animal welfare standards. Henry Vilas Zoo is one of only 240 AZA-accredited facilities and one of few admission-free zoos in the country. Partnership enables discounted admission to 150+ AZA facilities for members.
• World Association of Zoos and Aquariums (WAZA)coreStrategic or Co-development PartnerGlobal association membership supporting international conservation efforts and best practices in zoo and aquarium management.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Como Park Zoo: Admission-free, municipally operated zoo in St. Paul, MN of comparable size with a similar community-supported model, seasonal attractions, and education-focused programming—directly comparable in mission, scale, and free-admission structure.
• Lee Richardson Zoo: Admission-free community zoo operated by municipal/county government, with similar scale, membership programs, and education focus—directly comparable free-admission community-zoo model.
• Tautphaus Park Zoo: Municipal, admission-free community zoo of similar scale with comparable education, rides, and event programming—an analogous free-admission, publicly operated zoological park.
• Roger Williams Park Zoo: AZA-accredited, mid-sized community zoo with similar education programs, membership tiers, event rentals, and conservation partnerships—a close functional analog for comparable scale and visitor offerings.
• Brandywine Zoo: Small AZA-accredited community zoo with comparable animal collection, education programs, and membership/event revenue mix—relevant comparable on size and operating model.
• Beardsley Zoo: AZA-accredited community zoo of similar footprint with comparable animal collections, education programs, and membership-driven revenue—relevant peer on scale and accreditation status.
• Mesker Park Zoo: Admission-free municipal zoo with a comparable mix of exhibits, rides, events, and conservation programming—analogous free-admission community model and revenue diversification approach.
• Zoo Boise: Admission-free community zoo with a strong education and conservation focus, supported by memberships, events, and a zoo foundation—closely mirroring Henry Vilas's funding model and audience.

Broad incumbents

• Saint Louis Zoo: Admission-free, AZA-accredited zoo with extensive conservation programming and a large membership base. Significantly larger in scale, but the same community-supported, free-admission framework makes it a useful benchmark for membership growth and event monetization.
• Smithsonian's National Zoo: Government-operated, admission-free AZA-accredited zoo with global conservation impact. Much larger scale, but shares the public-sector ownership, free-admission model, and species-survival mandate with Henry Vilas.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HenryVilasZoo
• Instagraminstagram.com/henryvilaszoo
• LinkedInlinkedin.com/company/henry-vilas-zoo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Henry Vilas Zoo