dallas zoo
The Dallas Zoo is a nonprofit zoological park in Dallas, Texas, operating a 106-acre facility with 2,000+ animals across 400+ species and serving over one million annual visitors through admissions, memberships, education programs, conservation initiatives, and special events.
- Company typePrivate
- Founded1888
- HeadquartersDallas, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What dallas zoo does
Dallas Zoo is a 501(c)(3) nonprofit zoological park founded in 1888 and located on a 106-acre site three miles south of downtown Dallas, Texas, making it the oldest and largest zoo in the state. The institution is City of Dallas-owned but privately managed by the Dallas Zoological Society under a public-private partnership, and it has been accredited by the Association of Zoos and Aquariums (AZA) for 35 consecutive years. It houses more than 2,000 animals representing over 406 species, employs 350+ full-time staff supported by 750+ volunteers, and welcomes more than one million visitors annually across 364 operating days. Core offerings include general admission ($15 summer rate, $1 Dollar Days), annual memberships at multiple tiers (including a $50 SNAP/WIC Family tier and President's Circle giving levels from $1,500 to $25,000), the Adopt-An-Animal program ($35 digital or $98 mailed package), and the Wild Pass $25 add-on unlocking premium attractions such as the Wild Explorer VR Experience, Giraffe Feeding, and Destination: Dinosaurs.
dallas zoo firmographics
Firmographics- Name
- dallas zoo
- Legal name
- Dallas Zoological Society
- Website
- https://dallaszoo.com
- Company type
- Private
- Founded year
- 1888
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- The Dallas Zoo is a nonprofit zoological park in Dallas, Texas, operating a 106-acre facility with 2,000+ animals across 400+ species and serving over one million annual visitors through admissions, memberships, education programs, conservation initiatives, and special events.
- Ownership category
- akta.pro rank
dallas zoo industry classification
Industry- Product category
- Zoological Park and Wildlife Conservation Services
- NAICS
- Zoos and Botanical Gardens (71213), Zoos and Botanical Gardens (712130)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)
- akta.pro secondary industries
- Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Museum, Zoo & Attraction Gift Shops (CRALAJAG)
Keywords
Where dallas zoo is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
dallas zoo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- General Admission: Ticket sales for daily zoo entry, with variable pricing including promotional rates like $1 Dollar Days and $15 summer admissions.
- Membership Subscriptions: Annual membership subscriptions providing free admission, parking, discounts, and exclusive benefits. Includes corporate and SNAP/WIC discounted rates.
- Donations and Charitable Giving: Tax-deductible donations supporting animal care, conservation, and education programs. Includes annual fund, tribute gifts, and planned giving.
- Adopt-An-Animal Programs: Symbolic animal adoption packages sold at $35 (digital) or $98 (mailed with plush). Supports animal care and conservation.
- Special Events: Revenue from special events including Zoo Lights, Dollar Days, and seasonal programming with premium ticket pricing.
- Food, Beverage, and Retail: On-site dining at restaurants (Serengeti Grill, Safari Marketplace, Prime Meridian Café, Craft Fine Food Truck) and gift shops.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | General Admission - Summer Promotion |
| Unit Pricing | Pay-as-you-go | Dollar Days Special |
| Unit Pricing | Pay-as-you-go | Wild Pass Attractions Upgrade |
| One time/ perpetual license | Pay-as-you-go | Adopt-An-Animal - Full Package |
| One time/ perpetual license | Pay-as-you-go | Adopt-An-Animal - Digital Package |
| Subscription | Annual | SNAP/WIC Reduced Membership |
| Unit Pricing | Pay-as-you-go | Parking Fee |
| Subscription | Annual | President's Circle Tiers |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
dallas zoo product offering
Product offeringCore offering
Dallas Zoo operates a 106-acre zoological park in Dallas, Texas housing more than 2,000 animals representing over 400 species. It sells daily admission tickets, annual memberships, premium add-on experiences (Wild Pass), education programs, event venue rentals, and on-site dining and retail. The zoo is supported by an Adopt-An-Animal program, donations, and a tiered President's Circle major-gift society, and delivers structured wildlife conservation and education programs under AZA accreditation.
Product overview
The Dallas Zoo operates as a traditional zoological park offering a unified portfolio of visitor experiences and conservation programs. Core offerings include daily general admission and annual membership programs at multiple price tiers. The membership structure ranges from standard Dual/Family levels through premium Patron and President's Circle levels, with the Wild Pass add-on ($25) providing access to premium attractions. The Adopt-An-Animal program offers symbolic adoption at $35 (digital) or $98 (mailed package). Support programs include donations, planned giving, Zoo Bricks, and the Browse Program. Digital services include an interactive map powered by Smartparks LLC. The Zoo also provides education programs (Wild Adventures Camp, Wild Earth Preschool), Backstage Safari behind-the-scenes tours, event hosting services, and dining/retail amenities. Recent attraction launches include Dino Lumina projection experience (December 2024) and ongoing Wild Explorer VR Experience.
Differentiator
Problem solved
Functional benefit
Products and services
- Zoo Admission Tickets Daily general admission to the Dallas Zoo, available year-round (364 days), with standard pricing and promotional rates such as $15 summer admission and $1 Dollar Days. Sold to individual visitors and families via on-site and online channels.
- Dallas Zoo Membership Annual membership program for individuals and families providing free daily admission, free parking, exclusive hours and events, and discounts throughout the Zoo; available at Dual, Family, Passport, Patron and other tiers, with reciprocal admission at 150+ zoos and aquariums.
- SNAP/WIC Reduced Membership $50 Family-level annual membership for participants in Texas SNAP and WIC programs, providing the same core membership benefits at a reduced rate; sold in-person with EBT card verification.
- Adopt-An-Animal Program Symbolic adoption of one of 12 animal species supporting animal care and conservation. Available as a $98 mailed plush package (with adoption certificate, zookeeper report, exclusive photo, two zoo tickets, and free shipping) or a $35 digital package (with customizable certificate and digital wallpaper).
- President's Circle Elite annual giving program for major donors with six tiers (Associate $1,500; Fellow $2,500; Ambassador $5,000; Benefactor $10,000; Leader $17,500; Director $25,000), offering VIP benefits, special Zoo access, exclusive experiences, and tax-deductible portions.
- Wild Pass Attractions $25 one-day add-on pass that unlocks premium in-park attractions: Wild Explorer VR Experience, Endangered Species Carousel, Giraffe Feeding, Birds Landing, Destination: Dinosaurs, and Monarch Express Mini Train.
- Dino Lumina Limited-engagement immersive dinosaur experience within the Dallas Zoo Lights holiday event, featuring large-scale projection mapping and 3D audio to display full-sized walking, running, and fighting dinosaurs in an immersive forest setting.
- Backstage Safari Behind-the-scenes guided tour offering exclusive access to areas not open to the general public, providing closer animal encounters and keeper insights for individuals and small groups.
- Education Programs Structured educational offerings including Animal Adventures Outreach, seasonal Wild Adventures Camp, Wild Earth Preschool, and the Zoo Crew youth program, delivering interactive wildlife learning experiences for children, schools, and families.
- Event Hosting and Private Rentals Corporate and private event venue rental offering unique wildlife-themed spaces for meetings, parties, and gatherings, with catering options coordinated through the Group Sales team.
- Dining and Retail On-site food and beverage service through Serengeti Grill, Prime Meridian Café, Safari Marketplace, and Craft Fine Food Truck, plus retail shopping through the Entry Plaza Gift Shop and Tunnel Gift Shop.
- Dallas Zoo Digital Map Interactive digital map application (powered by Smartparks LLC) used by visitors to navigate the Zoo, locate animals and facilities, view event schedules, and access real-time place information.
Quantifiable outcome
- Over 2,000 animals representing 400+ species receive world-class care annually
- +2 more outcomes
Companies that use dallas zoo
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
dallas zoo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
dallas zoo partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- NexPoint PhilanthropiescorePresenting sponsor of Dollar Days promotional events offering $1 admission to the zoo, supporting community accessibility initiatives.
- ReliantcorePresenting sponsor of Dallas Zoo Lights annual holiday light event, providing promotional support for one of the zoo's signature seasonal events.
- PepsiCominorCorporate partner providing beverage and refreshment sponsorship at zoo events and facilities.
- Association of Zoos & Aquariums (AZA)coreAccrediting body for 35 years; Dallas Zoo maintains AZA accreditation ensuring high standards of animal care, conservation, and education programs.
- KultureCityminorProvides sensory inclusion certification for the zoo, ensuring accessibility for guests with sensory sensitivities through trained staff and sensory bags.
- IUCNminorInternational Union for Conservation of Nature partnership supporting global wildlife conservation efforts.
- WAZAminorWorld Association of Zoos and Aquariums membership supporting international conservation collaboration.
- City of DallascorePublic-private partnership where City of Dallas owns the zoo and Dallas Zoological Society manages operations. Zoo is located on city-owned property three miles south of downtown.
- Dallas ParksminorPartnership with Dallas Parks Department supporting park operations and community programming.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
dallas zoo competitors and assessment
Company assessmentDirect peers
- Houston Zoo: AZA-accredited nonprofit zoo in Texas serving a large metro area with similar exhibits, education programming, membership structure, and conservation focus. Direct competitor for Texas family tourism and donor dollars.
- Denver Zoo: AZA-accredited nonprofit zoo of comparable scale, with similar exhibit structure, membership tiers, education programs, and donor/major-gift program. Closest out-of-state peer for benchmarking attendance, membership conversion, and capital campaign outcomes.
- San Antonio Zoo: Another major Texas zoological park operating as a nonprofit with comparable exhibits, education programs, and membership tiers. Directly comparable as a Texas-market competitor serving the same family and tourist audience as Dallas Zoo.
- Fort Worth Zoo: AZA-accredited nonprofit zoo in the Dallas-Fort Worth Metroplex competing head-to-head for the same regional family audience. Comparable in scale, exhibits, education programs, and membership/donation revenue model.
- Audubon Zoo: Mid-size AZA-accredited nonprofit zoo with similar exhibit, education, and membership structure operating within a broader nature institute. Comparable in programming and target audience.
- Zoo Knoxville: AZA-accredited nonprofit zoo where incoming Dallas Zoo CEO Lisa New previously led for a decade. Comparable in operating model, exhibit portfolio, education programming, and capital campaign strategy.
Broad incumbents
- Bronx Zoo (Wildlife Conservation Society): One of the largest urban AZA-accredited zoos globally, operated by Wildlife Conservation Society as a nonprofit with a comparable combination of exhibits, education, and conservation programs. Sets scale benchmarks for membership, attendance, and donation revenue.
- Smithsonian's National Zoo: Federally operated AZA-accredited zoological park in Washington, D.C. with comparable exhibit portfolio, conservation research, and education programs. Benchmark for visitor scale, federal funding model, and conservation programming.
- SEA LIFE & Merlin Entertainments attractions: For-profit operator of aquariums and animal attractions worldwide, including SEA LIFE aquariums. Comparable in ticketed family entertainment and seasonal events, but operates as a commercial enterprise rather than nonprofit zoological institution.
- San Diego Zoo: Globally recognized, AZA-accredited nonprofit zoo and wildlife alliance operating at substantially larger scale with broader conservation, research, and tourism footprint. Sets the upper benchmark for zoo operations, donor development, and visitor experience.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
dallas zoo social profiles
Digital presencedallas zoo compliance and trust
Trust signalCompliance1 record
dallas zoo financial estimates
Financial estimateRevenue estimate
Valuation estimate
dallas zoo leadership team
Management profileNumber of profiles
Profiles1 record
dallas zoo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
dallas zoo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about dallas zoo
What does dallas zoo do?
Dallas Zoo operates a 106-acre zoological park in Dallas, Texas housing more than 2,000 animals representing over 400 species. It sells daily admission tickets, annual memberships, premium add-on experiences (Wild Pass), education programs, event venue rentals, and on-site dining and retail. The zoo is supported by an Adopt-An-Animal program, donations, and a tiered President's Circle major-gift society, and delivers structured wildlife conservation and education programs under AZA accreditation.
Is dallas zoo a public or private company?
dallas zoo is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was dallas zoo founded?
dallas zoo was founded in 1888. It employs 251 to 500 people.
Where is dallas zoo based?
dallas zoo is headquartered in Dallas, United States, in the North America region.
How does dallas zoo make money?
Six revenue lines are on record. General Admission is the primary driver. The others are membership Subscriptions, donations and Charitable Giving, adopt-An-Animal Programs, special Events and food, Beverage, and Retail.
Who are dallas zoo's main competitors?
Direct peers on record are Houston Zoo, Denver Zoo, San Antonio Zoo, Fort Worth Zoo, Audubon Zoo and Zoo Knoxville. Broad incumbents are Bronx Zoo (Wildlife Conservation Society), Smithsonian's National Zoo, SEA LIFE & Merlin Entertainments attractions and San Diego Zoo.
Does dallas zoo have an API?
No public API is recorded for dallas zoo.
What industry is dallas zoo in?
dallas zoo's product category is Zoological Park and Wildlife Conservation Services. Its primary akta.pro industry code is THAJADAL, Zoos, Aquariums & Botanical Gardens (Educational Collections), with a secondary code of THAJAEAE, Zoo & Aquarium Parks (Ticketed Wildlife Attractions). Its NAICS code is 71213 and its SIC code is 7900.