Going (Less) Wild
The L.A. Zoo tames its control and finds success with a simpler approach.
“We’re competing against the San Diego Zoo and also in this market when you think about where people are going to go with their family entertainment dollars, we have Disneyland and Universal Studios, and we have so much here,” Esposito says.
Another challenge the zoo faces is the amount of time it takes to construct a new exhibit, which makes it difficult to promote in direct mail.
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