What are the confirmed superstars that zoos can build exhibit capital campaigns on?

I've been wondering about what the confirmed superstar species of the zoo/aquarium world are. By this I mean species that zoos know they can build campaigns around to build new exhibits or add to their collections to drive visitor interest and attendance.

I use "superstar species" in the same context that movie studios know they can build movies around certain stars and have the movies likely not bomb at the box office. I know that there is massive market research done on what movie and television stars are "bankable"; does similar research exist in the zoo world?

For the most part the species are obvious, because they are the species that we see new exhibits built for most often, with "lesser" species included as co-exhibit mates. I remember reading an article on Minnesota Zoo's new grizzly exhibit saying that they decided that they needed bears as the superstars for the exhibit because sea otters weren't enough. I was somewhat surprised by that, but that is why I'm throwing this question out there in the hopes that some zoo professionals out there can tell us their perspective on what the reigning superstar species of the zoo world are.

What I am especially interested in learning about is how one goes about finding new superstar species, or if this is possible. It seems like it is. Meerkats seemed to become a ubiquitous superstar species after "Lion King" came out. I'm wondering if new zoo superstar species emerge only in response to popular cultural phenomena like movies, or if zoos and aquariums can create superstars themselves. I remember that for one of the later phases of their African Forest complex the San Diego Zoo tried to turn the great blue turaco into a media star for their zoo at least, prominently featuring it in advertising and media hype for the new exhibit.

Who are the potential superstar species that may be appearing at our local zoos in the upcoming years? Giant otters and Komodo dragons seem to be popping up in zoos all over the world.

Another aspect of zoo stardom that is interesting is when zoos focus on a specific ecosystem to star as the exhibit focus rather than particular species. Examples that come to mind are the Dallas African ecosystems complex with the monorail that does not contain any of the classic African superstar species, the Monterey Aquarium's kelp forest, and the Arizona Sonora Desert Museum's "Life on the rocks" and grasslands exhibits.

Here is the list of species that I am guessing are the classic superstars (i.e., species that zoos know they can reliably build new exhibit campaigns around and increase attendance). I'm including aquarium species too.

Giraffes
African and Asian elephants
Hippos
Polar bears
Brown bears
Giant pandas
Lions, Tigers, Jaguars, Cheetahs
Koalas
Kangaroos
Gorillas
Orangutans
Chimps, Bonobos
Monkeys
Penguins
Dolphins
Sharks
Jellies
Crocodilians
Komodo dragons
Venomous snakes
Large constrictors (anacondas, pythons, boas)
Meerkats
Sea lions, seals
Manatees
Otters (giant, river, sea, etc.)
Mixed African savanna (rhinos, antelope, zebras) [do any of these have star quality on their own?]

 

Golden langurs could be on a par with giant pandas, given their rarity outside China and the fact they, like the pandas are subject to loan deals.

 

Interesting thread. Some of the animals you list are popular and expected to be seen at a zoo, but I wouldn't say that they are "superstar" animals:

Giraffes (I know you are a giraffe guy, but...)
Jellies (People stay interested for about five seconds)
Any reptile (same as above)

I think the superstars are really:
Primates (Always active and entertaining)
Elephants (Huge size and unusual appearence)
Big cats and other large predators (Impressive and frigtening)
Koalas, Giant Pandas, Meerkats, and many small (non rodent) mammals (cuteness factor)
And penguins (entertaining)

Now of course this is changed based on the personality of the individual. Some may like birds, others may love hoofstock, and even some herp fans. But in reality, there are a few types of animals that visitors want to watch and would draw in money. Then there are secondary species; giraffes, zebras, kangaroos, ect. that people just expect to see.

These ideas are just based on my observations though...

 

But to the average visitor (the main profit for a zoo), they are just another monkey. Not saying I wouldn't kill to see one though.

EDIT: Sim beat me too it, with an even better response.

 

Rhinocerous are definitely a clowd pleaser and have -in the UK at least- been used as a new exhibit/species crowd pleaser. Chesters Tsavo, West Midlands Indian rhino's. And if anywhere got Sumatrans, well..........

I'm going to go for Lemurs as well. Or any primate in a new walk-through exhibit for that matter.
I don't think it'd work with antelopes or zebras etc unless they were some very unusual species such as mountain nyala or hirola.

Interesting topic.

 

True, but could you imagine a zoo promoting a new exhibit such as "Giraffe Kingdom" or something like that. They just aren't the money makers great apes or penguins are; more of a secondary animals.

 

@KC: I have seen many zoos build capital campaigns around giraffes so I think there is some empirical evidence out there that they are superstars. As you point out though I am thoroughly biased in this area.

Re: jellies, maybe this is a California thing. Monterey and Aquarium of the Pacific have both built several exhibits (permanent and temporary) around jellies...I assumed that this was common, but apparently not?

I realize that I didn't add canids to the list. Would wolves and/or African wild dogs be considered superstars? There seem to be lots of wolf and wild dog exhibits around.

 

And what zoos would those be? Not being sarcastic, genuinly interested.

California is definatly the aquarium capitol of the US. I saw jellyfish exhibit at both the National Aquarium in Baltimore and Shedd Aquarium. I think they are interesting, but watching people, they don't stick around long. The dolphins and belugas got tons more attention.

Wolves could definatly be considered a "superstar." Other canids? Probably not. The only other ones the average visitor might recoginze would be a fox, not really a showstopper.

 

Also "alien stingers" at ny aquarium is centered around jellyfish.

 

Sure, no problem. Recently Sacramento and Boise. San Francisco built their relatively recent savanna exhibit with giraffes as the star attraction. I think that this is true of other zoos as well like Toledo, Houston, and Cincinnati. The Dallas savanna exhibit features elephants and lions, but the giraffes are right in there also. I think the fact that many zoos feature giraffes as their logos speaks to their superstar status. When Disney's Animal Kingdom expanded their savanna area, the giraffes got prominent attention.

 

Very good examples, though I'm not familar with Toledo zoo. I may have to take back my statements, with these examples, and now remembering the biggest star at the Cheyenne Mountain Zoo was the giraffes. So I am moving giraffes from secondary to primary animals group

 

I am jumping into the fray a bit late, so maybe someone already mentioned this: surely it also depends on what country the zoo is in, and whether the specie is viewed as being exotic or native?

For example, kangaroos and koalas are on your list, but here in Australia, these native animals are regularly spotted in the wild. Having said that, you do need to have them in your zoo to tick the box, but they are not considered superstars here at all.

Australia went nuts when the pandas came to Adelaide Zoo though, so right now they are probably THE premier superstars in Australia.

 

Giraffes are certainly a definite "superstar" species.

Though I think Hippos and Chimps are loosing some appeal for some reason.

Only the largest of crocodilians are "superstar". A croc of any other size wouldn't be.

I wouldn't consider all bear species "superstar". Only panda and polar bears would be that. However, many bears are being campaigned for new exhibits only because this taxa in zoos need new exhibits. Bear grottos have been around for decades, and collectively they have been the last of zoo taxa to receive new, modern exhibits.

Monkeys, lemurs, Bonobos, kangaroo, seals, wolves, and mixed savanna exhibits are not "superstar" species. They rank high, but not as high as the appeal of the leading actor/actress in a movie. At least not in the states. However, some smaller zoos often have individuals that the community connects to and gives them a certain status.

Great thread topic!

 

Hmm.. you have given me an idea for a new thread.

 

Something I haven't heard mentioned, and I've noticed it to be a big draw when advertised right....butterflies.

 

"What Zoos Can Do: The Leading Zoological Gardens of Europe 2010-2020" by Anthony Sheridan is a brand-new book that is almost 400 pages in length, weighs a lot due to the glossy, thick pages and is a must-own for all zoo fans. In it Sheridan ranks the best 80 zoos on the continent, but there is a tremendous amount of other information as well.

He actually compiled his own list of "iconic species" in zoos and the 15 are: elephant, giraffe, okapi, lion, tiger, snow leopard, chimpanzee/bonobo, gorilla, orangutan, polar bear, hippo (either species), rhinoceros, gibbon and ringtail lemur.

There is a second list that he compiled of the next 14 iconic species: spider monkey, colobus, meerkat, zebra, penguin, ostrich/rhea/emu/cassowary, pelican, flamingo, macaw, birds of prey, crocodile/alligator, komodo dragon, giant tortoise and anaconda/python.

To top it off he lists 6 unusual iconic species that are rare in zoos: giant panda, koala, dolphin, manatee, giant otter and walrus.

In a slightly earlier section of the book Sheridan spoke with all 80 zoo directors and here is his list of the 15 most popular zoo mammals (in order): elephant, gorilla, giraffe, lion, chimpanzee, tiger, polar bear, orangutan, sea lion/seal, rhinoceros, hippo (either species), meerkat, black/brown bear. It is interesting that there are 3 great apes in the top 8 most popular animals, and that elephants and giraffes are amongst the most popular of all.