84/ 100
WarmTier 2Enriched
Franklin Park Zoo
A 72-acre, year-round, AZA-accredited visitor attraction in Boston operated by Zoo New England, which also operates Stone Zoo. Franklin Park Zoo has its own ticketing, events and social surfaces; audited financials and most organization-wide metrics are consolidated across both zoos.
Research snapshot2026-08-2119 cited sources · 6/6 modules complete Open PDF Report
CTM qualification score84/1002026-08-21 · High-priority Tier 2 fit; exact CTM inventory and customer status remain unverified.
African Experience investment$21MOpened June 2026 · Franklin Park Zoo-specific capital and campaign trigger.
Boston Lights attendance211,208FY2025 · Franklin Park Zoo-specific, record-setting paid evening event.
Combined annual attendance1.002MFY2025 · Zoo New England total across Franklin Park Zoo and Stone Zoo.
Operating revenue$14.42MFY2025 · Zoo New England consolidated audited result.
Instagram followers97.2K2026-08-21 · Live official-profile snapshot; combined Zoo New England brand account.
Visual evidence profile
What supports the opportunity
Source composition and verified operating momentum at a glance.
Evidence mix19 cited sources
Six-segment module readiness strip
Verified growth trendBoston Lights attendance
Attendance rose 34.5%, establishing a strong seasonal conversion and retargeting window.
Visual intelligence map
Research coverage
Each branch maps directly to a required module in the plugin’s canonical report schema.
Why this lead fits CTM
The zoo has direct ticket conversion, year-round operations, a major new exhibit, large event traffic, visible marketing leadership and organizational capacity. The score is capped because CTM customer status and exact Boston placement inventory are not verified.
Fit reasons
Franklin Park Zoo is an accredited, ticketed visitor attraction in a major tourism gateway.
The June 2026 African Experience opening and August-November Boston Lights run provide distinct, time-bound campaign stories.
Plan-ahead ticketing, event tickets and market-specific landing pages create practical measurement paths.
Brooke Wardrop is publicly identified as Vice President of Marketing and Communications with an official business contact route.
Risks and unknowns
Zoo New England reporting is consolidated; using combined attendance or revenue as Franklin Park Zoo-only performance would overstate site-level evidence.
The FY2025 statements describe weather sensitivity for special-event attendance and note dynamic pricing tied partly to weather and historic visitation.
Exact CTM market availability and an existing relationship have not been checked against live internal systems.
Evidence modules
Lead intelligence structure
Each module uses a view tailored to its canonical evidence type—reports, momentum, channels, leaders, roles, or demand.
01Analyzed reportsThe FY2025 annual report, FY2024 annual report and audited FY2025 financial statements establish a credible consolidated view of audience, campaign performance, capital investment and financial capacity.Complete
Reported Performance12 verified metrics
Total operating revenue$14.42MFY2025
State appropriations and grants$12.20MFY2025
Net position$59.48MFY2025
Combined attendance1,001,642FY2025
Boston Lights attendance211,208FY2025
Program participants133,000FY2025
Reviewed Reports3 records
annual report · FY2025 (July 1, 2024-June 30, 2025)Fiscal Year 2025 Annual Report
Organization-wide impact report covering Franklin Park Zoo and Stone Zoo, with Franklin Park Zoo-specific event and project details.
annual report · FY2024 (July 1, 2023-June 30, 2024)Fiscal Year 2024 Annual Report
Comparable prior-year baseline for combined attendance, revenue and Franklin Park Zoo event performance.
audited financial statements · FY2025 and FY2024Financial Statements and Required Supplemental Information: June 30, 2025 and 2024
Independent audit and management discussion for consolidated Zoo New England operations.
Combined attendance exceeded one million for a fourth consecutive fiscal year.
Boston Lights at Franklin Park Zoo drew a record 211,208 visitors in FY2025.
Staff and volunteers delivered more than 4,800 activities and programs for 133,000 participants across both zoos.
Additional Evidence18 items
Additional Metrics
Total operating revenue$13.73MFY2024
Combined attendance1,000,084FY2024
Boston Lights attendance156,996FY2024
Operating revenue$14.42MFY2025
Capital contributions$20.02MFY2025
Net capital assets$44.46MFY2025
Additional Signals
Complete and activate the African Experience at Franklin Park Zoo.
Grow education, conservation, community partnerships and memorable guest experiences.
Most reported metrics combine two zoo properties, so site-level attribution is limited.
Combined attendance was 1,000,084 and Boston Lights attendance was 156,996 in FY2024.
The African Experience broke ground in May 2024 and was budgeted at $21 million.
Complete a strategic planning process and continue transforming both zoo campuses.
Inclement weather affected special-event attendance and revenue.
Operating revenue increased approximately 5.0% year over year, driven by an approximately 8% increase in general-admission revenue partly offset by lower membership revenue.
FY2025 capital expenditures included approximately $7.3 million for the African Experience.
Capital activity and fundraising supported continued campus transformation.
Unrestricted net position represented 5% of total net position at June 30, 2025, versus 8% a year earlier.
Research Boundaries
No Franklin Park Zoo-only audited income statement was located; consolidated values are explicitly labeled throughout.
02Growth signalsGrowth is strongest in Franklin Park Zoo-specific event demand, digital audience and capital activation; combined annual attendance stayed essentially flat just above one million.Complete
The $21 million African Experience opened in June 2026 with new Penguin Coast and expanded Serengeti Crossing habitats.
FY2025 social audiences grew across Instagram, TikTok, Facebook and LinkedIn, according to the audited management discussion.
Boston Lights returns August 14-November 8, 2026 with an all-new LED lantern program, creating an immediate seasonal campaign window.
Use the new habitat and Boston Lights as separate visitor-intent messages, with creative and inventory phased by season.
Additional Evidence2 items
Additional Signals
Weather remains a material event-performance variable and exact CTM host inventory is unverified.
Research Boundaries
No public Franklin Park Zoo-only daytime attendance series was found, so combined attendance is not used as owned site footfall.
03Social activityZoo New England has a large, active official social footprint. The current Instagram profile is strongest for live campaign observation; FY2025 audited disclosures provide comparable channel growth.Complete
Additional Evidence1 items
Research Boundaries
Follower counts for Facebook, TikTok and LinkedIn are FY2025 year-end disclosures, not current snapshots; engagement medians were not accepted.
04C-suite activityA recent CEO transition combines with clear public marketing leadership and capital-project activation, producing a defined executive and functional route.Complete
President and CEOStephanie Brinley
Position a pilot as measurable amplification for newly opened experiences and seasonal demand, not as a replacement for existing digital channels.
Vice President of Marketing and CommunicationsBrooke Wardrop
Lead with a scoped Boston-area audience test for African Experience and Boston Lights, using trackable landing pages or ticket codes.
Vice President of Development, Strategic DevelopmentDavid Caron
Include only if the program crosses into sponsorship or partner-funded activation.
Decision PathPublic buying signals
Stephanie Brinley succeeded John Linehan as President and CEO on September 29, 2025; Grace Fey became board chair in June 2026.
Advance the new strategic plan, community partnerships, guest experiences and future capital projects.
Executive sponsor for a multi-season or organization-wide visitor-marketing pilot.
Additional Evidence5 items
Additional Signals
Zoo New England describes earned media, social growth, events and conservation storytelling as core marketing work.
Primary functional buyer for campaign audience, creative, timing and measurement.
The official team page assigns responsibility for development and strategic development.
Potential stakeholder when a visitor-media concept includes sponsorship, fundraising events or corporate partnership integration.
Research Boundaries
Public role pages establish likely decision owners but do not confirm budget authority for CTM services.
05Hiring activitySeven accepting Boston-based openings were visible on the official careers surface, led by events, development, facilities and guest-experience functions.Complete
7Visible RolesPublic openings connected to this lead
Events & Celebrations · Boston, MAEvents Liaison
Supports active event delivery at Franklin Park Zoo.
Development - Franklin Park Zoo · Boston, MAFoundation Relations Manager
Signals continued fundraising capacity around institutional priorities.
Animal Care - Franklin Park Zoo · Boston, MATemporary Zookeeper
Supports front-line operating capacity.
Park Services - Franklin Park Zoo · Boston, MAFacilities Technician
Supports campus and guest-environment operations.
Membership & Guest Experience - Franklin Park Zoo · Boston, MAGuest Experience Associate (Seasonal Opportunities)
Indicates seasonal guest-volume staffing needs.
Hiring spans event delivery, fundraising, guest operations and site infrastructure rather than a single expansion function.
The seasonal guest-experience and evening security roles align with time-bound attendance peaks.
Additional Evidence3 items
Additional Records
Research Boundaries
Posting dates and employment types were not displayed for every role; the list is a point-in-time observation and should be refreshed before outreach.
06Visitor activityOwned evidence shows a large Franklin Park Zoo evening-event audience within a stable one-million-plus combined zoo base. Boston and Massachusetts tourism statistics are shown separately as market proxies.Complete
Demand & DistributionOwned metrics remain distinct from market proxies
Boston Lights attendance211,208FY2025 · Franklin Park Zoo-specific owned event attendance.
Zoo New England combined attendance1,001,642FY2025 · Owned first-party figure across Franklin Park Zoo and Stone Zoo.
Massachusetts travelers52.6MCalendar 2024 · Government statewide visitor-market context.
Boston domestic visitors38.7MCalendar 2025 · Market proxy - not owned footfall.
Boston international visitors2.2MCalendar 2025 · Market proxy - not owned footfall.
Boston Lights runs August 14-November 8, 2026, creating a late-summer and fall evening peak distinct from daytime zoo visitation.
Franklin Park Zoo operates year-round, with longer warm-season hours and reduced winter hours.
Boston and Massachusetts provide large domestic and international visitor pools, but public sources do not disclose Franklin Park Zoo visitor origin by geography.
A direct plan-ahead ticket path, event tickets, CityPASS acceptance and Boston Family Days create multiple arrival and audience segments.
Additional Evidence3 items
Additional Signals
CTM describes placements across hotels, attractions, visitor centers, airports and transportation hubs; exact Boston inventory requires confirmation.
Research Boundaries
The Boston and Massachusetts figures are market context only and must not be presented as Franklin Park Zoo attendance.
Public reporting does not provide Franklin Park Zoo-only daytime attendance or visitor-origin data.
The near-term opportunity is a measurable arrival-stage campaign that extends African Experience and Boston Lights discovery beyond existing social followers into high-intent Boston visitor environments.
Recommended solution
Recommend a bounded Boston-area brochure or rack-card pilot, optionally paired with available digital screens and visitor-focused creative, subject to confirmed inventory and product availability.
Pilot hypothesis
If Franklin Park Zoo presents distinct daytime African Experience and evening Boston Lights calls to action in selected visitor environments, incremental ticket-page visits and trackable purchases should improve versus an unexposed baseline.
Measurement plan
Use separate QR codes or landing parameters for daytime and Boston Lights creative.
Track scans, ticket-page sessions, purchases and revenue by placement cluster without promising attributable lift.
Establish a pre-pilot baseline and compare equivalent weekday/weekend and weather conditions.