The L.A. Zoo tames its control and finds success with a simpler approach.

By Abny Santicola

The letter is rife with copy extolling the many membership benefits, which include free, unlimited admission for a year; exclusive members-only viewing of the sea lion cliffs; free guest passes for friends and extended family; a free subscription to Zoo View magazine; and free or discounted admission to more than 130 zoos and aquariums nationwide. These
benefits appear again at the top of the benefits insert.