Tyler Courier-Times-Telegraph (September 7, 2003)

Caldwell Zoo Undergoes Evolution
Plans to Capitalize on Regional Appeal
By Laura Jett Krantz, Staff Writer

Animals lovers get ready--Caldwell Zoo plans to unveil its $6.5 million construction and renovation project during a free festival in October.

The zoo's first ever "ZooFest," scheduled for Oct. 4 and 5, will celebrate the completion of the project that features a new zoo entry plaza and state-of-the-art exhibits.

The new "arrival experience" begins with an expansive plaza and a series of walk-though exhibits for lemurs, squirrel monkeys, tamarins, flamingos and spoonbills separated by a waterfall and moat system. Visitors may also notice the new gift shop and visitors center that frame the entrance.

Additional construction included a new animal hospital, animal holding buildings, a picnic area, parking lots and a petting zoo.

The renovations are part of the zoo's master plan developed in 2001 to update and expand facilities while making the zoo self-sustaining.

Caldwell Zoo Executive Director Hayes Caldwell said the zoo's appeal to visitors was obvious, drawing more than 600,000 visitors annually.

"We had this realization over the last few years that Caldwell Zoo is a regional attraction," he said. "So in the spring we decided to capitalize on that."

In addition to the renovations, one of the zoo's new goals is to create consumer awareness through a marketing plan and signage. Billboards will go up Monday and new signs will mark the zoo's interior and exterior--all featuring the zoo's updated logo.

"It's a natural evolution for the zoo," Caldwell said of the zoo's move toward a self-sustaining visitor attraction.

ZooFest is also a part of this new strategy and may become an annual event. The festival will run from noon to 4 p.m. Oct. 4-5. Regular zoo hours apply on those days.

During ZooFest, visitors will be treated to free popcorn, and activities will include face painting, caricature artists, clowns, and more.

"There will be lots of family activities," Caldwell said. "We'll also give them a behind-the-scenes tour with zookeeper talks and giraffe feedings."

In addition, visitors attending the event may enter hourly raffle drawings for special offerings from the zoo such as T-shirts, gift shop and concession gift certificates, and zoo memberships. A grand prize winner will receive a "breakfast with the elephants" party for 10 people and an original painting created by one of Caldwell Zoo's elephants.

During ZooFest, visitors will be offered the first opportunity to become members of Caldwell Zoo and join its mission of conservation and education. Those joining Caldwell ZooMembers during the festival will receive three months of membership free, since the annual memberships do not expire until Dec. 31, 2004. Members will also receive immediate discounts of 10 percent on giftshop purchases during ZooFest.

Membership prices are:

$20, individual--unlimited admissions for one adult member;

$35, individual--unlimited admission for one adult member plus one guest each zoo visit;

$45--unlimited admission for two adults living at the same address and up to four children or grandchildren age 18 and under;

$60--family plus, unlimited admission for two adults living at the same address and up to four of their children or grandchildren age 18 and under, plus one guest per zoo visit.

Families with more than four children may add additional children to the membership for $5 each. Membership also includes free subscription to the zoo newsletter and a 10 percent discount on classes and camps for children.

"We have lots of people who come four to five times a year and this makes it so they can come numerous times," Caldwell said. " We've also found that people like to feel a part of something and we feel this membership is an excellent way for them to really feel a part of what's going on at the zoo."

General admission to the zoo will remain free until Oct. 6, when the new fee schedule goes into effect. The new rates will be: children 2 years and younger admitted free; $3.50 for children ages 3-12; $6 for adults; and $5 for seniors 55 and older.

Accredited school groups fifth-grade and under will still be admitted free. Other group rates are also available.

"Our mission today remains education and conservation," Caldwell said. "That's always been part of our focus and part of our history."

The zoo began 50 years ago as the backyard menagerie of Tyler businessman and philanthropist D.K. Caldwell. Today, the Caldwell Zoo features 2,000 animals representing 250 different species.

It is one of 208 zoos nationwide accredited by the American Zoo and Aquarium Association.

Caldwell Zoo's entrance is at 2203 Martin Luther King Blvd. and open daily from 9:30 a.m. to 6 p.m. April 1 through Sept. 30 and from 9:30 a.m. to 4:30 p.m. from Oct. 1 to March 31.

The zoo is closed on Thanksgiving, Christmas and New Year's Day.

Used with permission, Tyler Morning Telegraph