88/ 100
WarmTier 2Enriched
New York Aquarium
WCS-operated, AZA-accredited marine attraction on 14 acres of the Coney Island boardwalk, with more than 4,500 aquatic animals, ticketed admission, memberships, events, education and conservation programming.
Research snapshot2026-08-2127 cited sources · 1/6 modules complete Open PDF Report
ICP score88/1002026-08-21 · Independent evidence-gated score; warm
Campus14 acres2026-08-21 · Aquarium-owned operating footprint
Aquatic animals4,500+2026 · Aquarium-specific current event release
Instagram followers72K2026-08-21 · Visible official-profile snapshot
Recent social cadence5.25/week2026-08-13 to 2026-08-20 · Six recent non-pinned Instagram posts across eight calendar days
Median visible engagement712six-post sample · Median visible likes plus comments; not reach or conversion
AZA accreditationThrough Sep 20292026-08-21 · Current AZA registry listing
Visual evidence profile
What supports the opportunity
Source composition and verified operating momentum at a glance.
Evidence mix27 cited sources
Six-segment module readiness strip
No comparable numeric trend
This lead’s evidence is better represented through the module readiness and source composition views.
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
New York Aquarium combines exceptional visitor intent, current paid admission, seasonal/event surfaces, a verified portfolio marketing buyer and high-frequency public storytelling. The independently recalculated 88/100 remains warm because Aquarium-owned attendance, financial performance, budget, exact CTM inventory and customer status are unverified.
Fit reasons
The Aquarium is a large, year-round, AZA-accredited Coney Island attraction with direct tickets, memberships, group/event paths and current public programming.
A verified portfolio marketing director and a current WCS Zoos and Aquarium executive create a practical, if shared, buyer route.
Six sampled Instagram posts across eight days show sustained education, animal-care and visit-prompt storytelling with a median 712 visible likes-plus-comments.
CTM's NYC In-The-Pocket Maps, visitor-distribution network and digital products create a plausible in-market discovery fit, subject to exact inventory confirmation.
Risks and unknowns
The accepted public reports and financial statements are WCS-wide; none supports an Aquarium-specific revenue, expense, attendance or budget claim.
Meghann Kelley-DiSalvo's role spans all five WCS NYC parks and Craig Piper is a portfolio executive, not a verified Aquarium-exclusive director.
Existing CTM customer status, exact NYC inventory, budget and analytics access require human confirmation before outreach.
Evidence modules
Lead intelligence structure
Each module uses a view tailored to its canonical evidence type—reports, momentum, channels, leaders, roles, or demand.
01Analyzed reportsWCS publishes a 2025 annual impact report and FY2025 consolidated financial statements, but both cover the WCS portfolio and global organization. They support parent-organization capacity and governance context only; they do not establish Aquarium-specific financial or attendance performance.Partial
Reported Performance1 verified metrics
WCS NYC parks visitors3.5M2024 · Portfolio proxy only; not New York Aquarium attendance
Reviewed Reports2 records
Parent-organization impact report · 2024-2025WCS 2025 Annual Impact Report
Portfolio-wide impact, education and NYC parks context.
Parent-organization audited financial statements · FY2025WCS FY2025 consolidated financial statements
Current consolidated statements are listed publicly; no Aquarium segment was accepted.
The report surface describes five NYC wildlife parks, more than 18,000 animals and 3.5 million 2024 visitors across the parks; none is an Aquarium-only metric.
Use the NYC parks to connect urban audiences with wildlife, conservation and education.
Portfolio totals cannot be allocated to the Aquarium without an owned breakdown.
Additional Evidence3 items
Additional Signals
The official financials page lists FY2025 consolidated statements and the 2025 IRS Form 990.
No Aquarium-level revenue, expense, capital or marketing allocation may be inferred from consolidated WCS reporting.
Research Boundaries
No Aquarium-specific annual report, audited segment statement or current attendance series was found in the accepted source set.
02Growth signalsCurrent event merchandising, new-animal storytelling, a deep live experience surface and a completed resilience rebuild show active programming and campaign capacity, but there is no comparable Aquarium attendance or financial growth series.Partial
The June 2026 Ocean Shell-a-bration paired ticket purchase with two days of interactive programs, keeper chats, performances and conservation activities.
A critically endangered African penguin chick debuted in March 2026, the Aquarium's 19th African penguin hatching and a current conservation-storytelling asset.
The official site currently promotes School Break Camp, Coney Island Summer Adventure, daily Aquatheater shows and April–October Wild Encounters.
The 2022 post-Sandy reopening completed restored exhibits, a new Sea Change exhibit and resilience upgrades to critical life-support infrastructure; it is capital-history context, not a current expansion claim.
Additional Evidence3 items
Additional Signals
Test one seasonal or event-specific value proposition against the evergreen visit/ticket path; separate admission lift from membership, camp and event actions.
Program volume and press activity indicate campaign readiness, not financial growth or incremental attendance.
Research Boundaries
No like-for-like Aquarium revenue, attendance, membership or campaign-performance trend was accepted.
03Social activityThe verified @nyaquarium Instagram profile showed 72K followers and 2,005 posts. Six recent non-pinned posts published August 13–20 imply 5.25 posts per week, with median visible engagement of 712 likes-plus-comments; the sample emphasized animal intelligence, species facts, keeper care and veterinary recovery.Complete
Additional Evidence3 items
Additional Signals
Marine conservation and curiosity-led storytelling
The sample maintains frequent, visual-first education and often connects animal facts back to named exhibits or the next visit; it is strong creative supply but not paid-campaign performance evidence.
Research Boundaries
Visible Instagram counts are a point-in-time public sample; reposts were excluded from the median, and no reach, saves, clicks, paid spend or ticket conversions were available.
04C-suite activityThe current route is shared across WCS: Meghann Kelley-DiSalvo identifies herself as Director of Marketing for all five NYC parks, and Craig Piper is a current WCS Zoos and Aquarium portfolio executive. No current Aquarium-exclusive president/director or budget owner was verified.Partial
Director of Marketing — WCS NYC parks portfolioMeghann Kelley-DiSalvo
Lead with one Aquarium-specific, measurable NYC visitor-discovery test that can be compared with other WCS park pathways without conflating results.
Executive Vice President of WCS Zoos and Aquarium; Interim Director, Bronx ZooCraig Piper
Use only after the portfolio marketing owner validates a broader operational or multi-park case.
Decision PathPublic buying signals
Portfolio marketing across Bronx Zoo, New York Aquarium, Central Park Zoo, Prospect Park Zoo and Queens Zoo.
Verified current marketing buyer route for New York Aquarium, but the role is portfolio-wide and Aquarium-specific budget authority is not established.
Portfolio oversight for WCS zoos and aquarium.
Additional Evidence2 items
Additional Signals
Potential executive sponsor for a multi-park or material visitor-experience partnership; not verified as Aquarium director or media budget owner.
Research Boundaries
Leadership and remit should be rechecked immediately before outreach; accepted evidence did not establish an Aquarium-exclusive director, CMO or media budget holder.
05Hiring activityWCS's official job board displayed 104 portfolio-wide opportunities. A controlled location search for Brooklyn, NY returned no matching roles on August 21, 2026; this narrows the snapshot but does not prove zero Aquarium hiring.Partial
0Visible RolesPublic openings connected to this lead
No current opening was verified.
The WCS portfolio is actively hiring, but the controlled Brooklyn location filter produced zero matches in this snapshot.
Additional Evidence1 items
Research Boundaries
Job-board taxonomy and remote/multi-location roles can omit Aquarium-relevant positions; refresh the official board within 14 days of any outreach and verify keyword plus location filters.
06Visitor activityThe Aquarium exposes strong owned visitor-intent surfaces—daily hours, variable admission, tickets, memberships, events, camps, group sales and experiences—but does not publish a current Aquarium-only attendance series in the accepted evidence. WCS's 3.5M parks visitors is portfolio-only, and NYC Tourism research is a market context source rather than Aquarium demand.Partial
Demand & DistributionOwned metrics remain distinct from market proxies
Aquarium footprint14 acres2026-08-21 · Aquarium-owned physical scale
Aquatic animals4,500+2026 · Aquarium-specific current WCS event release
Adult admission$29.95 off-peak2026 · Official posted adult rate; peak rate $32.95
WCS NYC parks visitors3.5M2024 · Portfolio proxy only; never Aquarium attendance
May 23–September 7 summer schedule runs 10 a.m.–6 p.m.; fall and winter closing times step down, creating clear seasonal daypart differences.
Wild Encounters operates April–October, while camps, summer programming and event weekends create bookable seasonal campaign windows.
Coney Island and broader NYC visitor market are reasonable geography proxies; the checked evidence did not disclose Aquarium visitor origin, hotel-source or day-trip shares.
The official site supports trackable ticket, membership, donation, event and group-sales actions.
Additional Evidence2 items
Additional Signals
CTM describes placements in hotels, attractions, visitor centers, airports and transportation hubs and publishes NYC In-The-Pocket Maps, creating a plausible route to in-market visitors subject to live inventory confirmation.
Research Boundaries
No Aquarium-owned attendance, visitor-origin, ticket-conversion, membership, group-sales or campaign-attribution series is claimed.
A precise NYC visitor-discovery pilot can match an Aquarium event or evergreen ticket offer to arrival-stage audiences, while reporting only Aquarium-specific actions and excluding WCS portfolio totals from the success case.
Recommended solution
Use a compact rack card or NYC map placement plus an inventory-confirmed digital companion, with creative variants for Ocean Wonders, a current event and evergreen tickets; route every variant to a dedicated Aquarium landing path.
Pilot hypothesis
Contextual visibility near NYC lodging, visitor-information and transportation touchpoints may increase qualified sessions and ticket intent for guests deciding on a same-trip attraction.
Measurement plan
Assign placement- and creative-specific QR codes and UTMs; measure scans, qualified sessions, ticket starts, completed purchases and cost per measured action where analytics access permits.
Report Aquarium landing-path outcomes separately from WCS portfolio traffic and compare event, exhibit and evergreen ticket variants.
Track printed units, verified placements and replenishment alongside digital actions; do not equate distribution or scans with incremental attendance.