Tyler Morning Telegraph (January 15, 2004)

A recent economic impact study conducted by a Texas A&M University professor and Caldwell Zoo officials revealed that Tyler's Zoo not only provides enjoyment for local residents but also helps boost the economy by bringing most of its visitors from out of town.

"It's a remarkable economic engine," said John L. Crompton, professor of recreation, park and tourism sciences, who gave a presentation concerning the study to zoo officials Wednesday.

The economic impact study contended that 84 percent of the zoo's visitors are out-of-towners, many of whom come to Tyler only to visit the wildlife park and spend money at local hotels, restaurants and other businesses, thus contributing to the well-being of the city's economy. Many of these visitors are school groups and families that bring in new money to the city, unlike Tyler residents who recirculate their money within the local economy.

Crompton estimated that while the Texas A&M study was in progress, visitors to the zoo spent a total of $5.8 million at Tyler businesses. He estimated the impact of this new revenue to Tyler residents was $3.3 million.

The study was conducted for three days each week between mid-March to the end of July 2003. During this time, zoo employees interviewed one member of every group visiting the zoo. The number of individuals represented by the study was 13,972, out of which 11,683 were from out of town.

The study only included individuals who came to Tyler to visit the zoo or who extended their stay for that purpose.

The results informed that about 205 jobs in Tyler were created by zoo business during this time. This figure accounts for zoo employees and also workers at other local businesses frequented by zoo visitors during their stay in Tyler.

These figures confirm what many individuals already suspected before the study: the Caldwell Zoo is one of Tyler's most popular and lucrative tourist attractions.

Hayes Caldwell, the zoo's executive director, said he knew the wildlife park attracted a large number of out-of-towners but was overwhelmed by the magnitude of his prediction.

"We had a feeling the amount of tourists was high but not this high," he said.

Zoo business did not explode overnight, however.

Justin Turner, vice president of tourism and marketing for the Tyler Convention and Visitors Bureau, said the zoo was the number one attraction in the city in 2001, according to data collected by the Intercept Marketing organization.

However, the zoo no longer offers visitors free admission as it did until October of last year. Now only children ages 2 and younger get in free while 3- to 12-year-olds must pay $3.50, adults pay $6 and seniors pay $5 a day to enjoy the wildlife.

But the zoo offers reasonable discounts for yearly membership that bring the joy of animals within the reach of most families.

For $20 individuals can visit the animal park for a full year.

A yearly family membership (including two adults and four children at the same address) is $45.

Despite the new admission fees, the zoo has remained as popular a tourist destination as any in the Tyler area.

Its annual attendance is about 574,296 per year, according to Laurey Peat, who conducts public relations for the zoo.

The zoo's popularity is rivaled only by the Tyler State Park, says Pene Bridges, vice president of conventions for the Tyler Convention and Visitors Bureau.

Among the tourists included in Texas A&M's study, just under 60 percent were not interested in the state park nor in visiting any of Tyler's other premier attractions such as Discovery Science Place, Tyler Museum of Art, Azalea Trail, Brookshire's World of Wildlife, or the Tyler Rose Garden.

"We're excited about sharing this new information with our community of supporters," Caldwell said. "We have always known that the zoo operations had a positive impact on the surrounding economy, but the information from the study helps us not only to quantify that impact but to plan for the future."

Caldwell did not elaborate about his plans to expand business in the future.

During Wednesday's study announcement meeting, he requested that Crompton analyze the zoo's impact on the countywide level to get a better idea of its effect on local business.

The Caldwell Zoo is currently open every day from 9.30 a.m. to 4.30 p.m. For more information call the zoo at (903) 593-0121 or visit www.caldwellzoo.org.