New ticketing and web tools improve the Minnesota Zoo guest experience

This initiative delivers a modern, integrated digital experience that better serves Minnesota Zoo guests, members, and donors while strengthening the Zoo’s ability to operate efficiently and sustainably. By engaging an experienced consultant to guide a comprehensive transformation of ticketing, customer relationship management, marketing, and web technologies, the Zoo will replace fragmented legacy systems with a cohesive, user-centered digital ecosystem.

For visitors and members, the transformation creates a simpler, more accessible, and more intuitive experience—from discovering events and planning a visit to purchasing tickets, managing memberships, and engaging with Zoo programs online. Modern, capacity-managed ticketing and a redesigned website reduce friction, minimize errors, and make it easier for guests to complete transactions confidently on any device.

For donors, members, and returning guests, a unified CRM enables more personalized, timely, and relevant communications, strengthening relationships and engagement over time. Improved accessibility ensures that digital services and information are usable by people of all abilities, expanding equitable access to Zoo experiences.

For Zoo staff, the new technology stack delivers cleaner data, stronger analytics, and automated workflows that reduce manual effort and improve decision-making. Business intelligence tools provide actionable insights into visitor behavior, sales trends, and engagement, enabling staff to respond more quickly and strategically to changing needs.

Customers and users benefit through:

• A modern, seamless digital experience for over 1.5 million annual visitors.
• Faster, easier ticketing and membership management, reducing frustration and abandoned transactions.
• Improved accessibility and usability, supporting inclusive public service.
• More personalized engagement, strengthening guest and donor relationships.
• More reliable systems and fewer support issues, reducing calls and emails related to website and ticketing problems.

Success means transforming the Zoo’s digital ecosystem to enhance customer satisfaction and engagement, empower staff with actionable insights, and maximize earned revenue—ultimately advancing the Zoo’s mission through a modern, data-driven guest experience.