A diversity analysis survey compared responses from two ethnic groups, Group A and Group B, about their visits and perceptions of the Columbus Zoo. 175 participants from each group completed phone interviews with 30 questions. The survey found differences between the groups in factors like household income, reasons for not visiting the zoo, and opinions on ticket prices. It also identified areas for potential improvement like more affordable admission and improved transportation options to make the zoo easier to access.

1. Diversity Analysis 2015
 Prepared by Carol Kate Rutter

2. Statistical survey overview
2 cultural demographic ethnic groups for this
presentation are designated Group A and Group B
175 participants per group:
47% male, 53% female
12-min. phone interviews, 30 questions,
compare/contrast visitors to Zoo within past 3 years

3. 64%
46%
80%
74%
67%
58%
53%
39%
76%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
COSI Clippers Baseball Zoombezi Bay Columbus Zoo Franklin Park
Veryfavorableactivity
Other Venue Ratings
Group A Group B
Alternative attractions
in Columbus
Overall favorable impression of recreation destinations

4.  Group A
 Less than $20K 28%
 $20-40K 35%
 $40-60K 18%
 $60K and above 19%
 Group B
 Less than $20K 8%
 $20-40K 19%
 $40-60K 24%
 $60K and above 49%
Guest household earnings
Economic dynamic

5. Guest occupation analysis
Group A
Full-time
employment: 60%
Retired:
19%
Temporarily
unemployed:
5%
Student:
4%
Disabled:
9%
Homemaker:
3%
Group B
Full-time
employment: 67%
Retired:
18%
Temporarily
unemployed:
4%
Homemaker:
4%
Disabled:
5%
Student:
2%

6. How do guests arrive and whom
they share their Zoo day with?
A
• 91% Arrived by car
• 5% COTA bus
• 4% Group charter vehicle
• 80% Attended with family/friends
• 20% Structured group activity
B
• 98% Arrived by car
• 0% COTA bus
• 2% Group charter vehicle
• 88% Attended with family/friends
• 12% Structured group activity

7. Who visits the Zoo…
and how often?
Group A
34%
13%
12%
13%
6%
10%
Visits in past 3 years
none once
twice three times
four times six times or more
Group B
21%
16%
16%
2%
16%
Visits in past 3 years
none once
twice four times
six times or more

8. Who has Zoo memberships?
Group
A
91%
No
9%
Yes
Group
B
16%
Yes
84%
No

9. Does location of Zoo make it
easy or difficult to get there?
Group A
50% Easy
41% Difficult
9% Neither
43222
43227
43228
43211
43213
43203
43205
43206
Group B
46% Easy
42% Difficult
12% Neither
43222
43227
43228
43211
43213
43203
43205
43206
Geographical factors: Zip codes

10. How likely to visit
the Zoo this summer?
8%
45%
12%
35%
Not been in past 3 years
Very likely Somewhat likely
Not likely Not at all
18%
31%
15%
36%
Not been in past 3 years
Very likely Somewhat likely
Not likely Not at all
Group A Group B

11. Specific reasons not been
to Zoo in past 3 years?
No bus
route or
transport
10%
Too far
17%
No
childre
n
15%
No
interest
in zoo
19%
Too
much
walking
/standin
g
13%
Too
expensive
14%
No time
23%
Group A

12. Specific reasons not been
to Zoo in past 3 years?
No bus
route or
transport
3%
Too far
25%
No
childre
n
22%
No
interest
in zoo
11%
Too
much
walking /
standing
22%
Too
expensive
10%
No time
13%
Group B

13. Group A
Very
likely
69%
Somewhat
likely
22%
Not
likely
9%
How likely are you to go
to the Zoo this summer?
Return guests who have visited in the past 3 years

14. Group B
Very
likely
57%
Somewhat
likely
25%
Not
likely
18%
How likely are you to go
to the Zoo this summer?
Return guests who have visited in the past 3 years

15. Group
A
Average
length of
stay
5 hours
Brought
kids < 12
77%
Brought
kids 12-
17
29%
Your last time at the Zoo…

16. Group
B
Average
length of
stay
4 hours
Brought
kids < 12
51%
Brought
kids 12-
17
27%
Your last time at the Zoo…

17. Zoo staff are friendly and helpful
• Group A: 77% strongly agree
• Group B: 80% strongly agree
Signs in Zoo are easy to read and understand
• Group A: 74% strongly agree
• Group B: 84% strongly agree

18. Food/snack concessions had something for everyone
•Group A: 51% agree
•Group B: 46% agree
Foreign animal exhibits are culturally sensitive
•Group A: 60% agree
•Group B: 71% agree

19. Zoo has done good job of making visitors feel welcome
•Group A: 86% agree
•Group B: 79% agree

20.  Group A: 83% overall positive rating
in order of most positive to least positive:
 Liked animals and exhibits 45%
 Fun for entire family/kids 35%
 Liked hands on interactive exhibits 11%
 Staff was nice, friendly and welcoming 8%
 Was clean and looked nice 4%
Why was your last visit
to the Zoo very good?
Net positives

21.  Group B: 89% overall positive rating
in order of most positive to least positive:
 Liked animals and exhibits 45%
 Fun for entire family/kids 23%
 Was clean and looked nice 12%
 Liked hands on interactive exhibits 9%
 Staff was nice, friendly and welcoming 9%
Why was your last visit
to the Zoo very good?
Net positives

22. 14%
43%
43%
Group A
very expensive somewhat expensive reasonable
In your opinion, is the cost
of a ticket into the Zoo…

23. In your opinion, is the cost
of a ticket into the Zoo…
14%
41%
43%
2%
Group B
very expensive somewhat expensive
reasonable inexpensive

24. Lower prices /
more affordable
53%
More trams, moving
walkways, scooters
10%
More hands-on
interactive events
6%
Better variety
of food
4%
Better bus
transport
19%
What would you like to make
it easier to go to the Zoo?
Where to improve

25. Editor’s Note
The Diversity Survey consisted of 165 pages of raw data, categorized into two ethnic
groups. Although not intended, the choice of language and direct comparison presented
by the external survey agency could be viewed as culturally insensitive. As this
assignment was suggested to be for both internal and external presentation, the data is
displayed by neutral category designations.
To clarify here, using the survey agency lexicon:
Group A is ‘People of Color’ which was defined as ‘Black persons’ in the survey
introduction.
Group B is ‘White persons’ as defined in the survey parameters.