Jersey Zoo » Durrell (Jersey) Zoo

03-04-2008

I guess this one isn't an April Fool...so it seems they are getting in someone from the business world to take command and steer Jersey Zoo into more profitable waters...

04-04-2008

I think it is genuine, though keen readers will notice my deliberate mistake of saying Mr Masterton prelaced Mr Stanley Price, instead of replaced. (Actually it wasn't deliberate, it was just careless)

04-04-2008

What are Mr. Masterton's previous zoological parks, environmental, wildlife conservation credentials that allow him to head an institution of such prestige as Jersey Zoo (a business background does not automatically qualify oneself for a position in an zoological establishment)?

04-04-2008

I don't think he has any animal experience. Quentin Bloxham appeares to be in charge of the animal section of Durrell.

Durrell Wildlife Conservation Trust appoints new Chief Executive Officer | Durrell Wildlife Conservation Trust

New chief at Durrell brings business expertise - Durrell - News - This is Jersey

04-04-2008

It's a sign of the current situation at Jersey- they need it run as a business more to clear their debts etc.

06-04-2008

I do not fully agree: A zoo is not equal to a business, you can not merely see plants and wildlife in a zoo as mere product(s).

Just aka Jersey Zoo should balance its books better while still generating good cash for its world reknowned in situ conservation programmes for "small" (as in non mega (in)vertebrates) endangered species and up its attendance figures while yet generating much more funds for upgrading its exhibits within the zoo.

I do hope they succeed (obviously their location on Jersey does not help!). What really infuriates me about Jersey Zoo is that this overtly rich island nation fails its world reknowned zoo miserably (in seems like decadence of the bourgeousie and gentry before the French revolution over there!). So many rich folks and not many care to give a few bucks for their zoo! A nation that does not cherish and support its heritage, is not worth the salt of the earth methinks!

06-04-2008

I agree with you totaly that it needs to be run more like a business once they were world leaders now they just seem to follow the lead of other zoos,Chester did just what Jersey is doing now many years ago under Dr Bramble who helped get the zoos fianaces right so that the zoo Chester is today owes much to him.lets hope in years to come the same is said about Mr. Masterton's time at Jersey.

06-04-2008

Yes, I'd agree with your statement in principal, except if it isn't run on a more profitable basis, Jersey Zoo could close. Its not simply a matter of balancing its books better- its a matter of increasing paying visitors or creating major revenue in other ways. Because of its unusual island location it has a different atmosphere than most zoos, rather genteel(very pleasant!)- it is rarely, if ever, crowded with the 'mass visitors' experienced by mainland zoos. Similarly there are only a few schools on Jersey so they can have only a limited source of income from educational/school visits.

I am always surprised that on a wealthy island like Jersey, they haven't had more financial support locally though.

06-04-2008

The point Pertinax is trying to make I think is that Mr Masterton has been brought in not to run the park as a business, but to utilise his business experience to help the trust become more cost effective, and also to attract new sources of income that will benefit the animal collection.

One of the first things that Michael Brambell did at Chester was to upgrade the visitor facilities. Existing toilets were re-furbished or demolished and replaced by more modern buildings.

The next project was to overhaul the catering department, and then repairing and re-surfacing the car parks.

His view was that it did not matter what the animal collection was like, the visitors would not return if the toilets were dirty, the catering was poor, and the car parks were full of pot holes.

In 1985 the zoo had 700000 visitors, in 2008 it was 1.3 million. I think he got it right.

06-04-2008

The parallels with Chester are relevant to some extent, but Michael Brambell was a zoo professional with years of experience. I really hope this guy can do what Jersey needs. Obviously he must have a lot of business skills, but if he is prepared to work for a conservation charity he must have other ideals and interests as well: the Durrell Trust cannot afford to pay the salary that a businessman with his CV would expect (although he is probably going to earn a lot more than anyone else there).

Alan

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06-04-2008

I think that was exactly the way to go at Chester. I remember the 'cafe's etc in my early visits being truly awful places.

the interesting thing is that situation is almost the reverse of Jersey Zoo's. They have good visitor facilities of the highest standard- the cafe/restaurant is almost a *****! Their problem is not mass- catering as there just aren't any 'masses' -I've never seen any children behaving badly at Jersey, no running/screaming kids etc as Jersey just doesn't attract those types- the visitors are usually a smattering of retired gentlefolk and well-behaved families.... And because of their insular location, I think throughout their history Jersey Zoo has always regarded as normal(for them) a much smaller 'gate' than the larger zoos elsewhere and it took a very long time to finally realise this isn't financially viable. Somehow they need to attract more visitors I feel.

06-04-2008

They cannot sustain themselves as a zoological collection for much longer unless it becomes cheaper to visit Jersey, especially with a 'recession' approaching. They should really start corporate fundraising as a charity, putting some serious money into a supporter base and marketing the charity with a strong national fundraising campaign. I mean, why shouldn't they? They have done as much as many conservation charities if not more, yet at the same time hold a living collection in the channel islands. I would be very happy to walk down the street and see kids signing people up to support this trust. In viewing the work of Durrel as a zoo, no matter how many members of the public recognise their work, they will always just assume that the zoo funds the charity, rather than the other way round as it should be.

It would be a great shame if they took the other route of simply trying to compete more as a visitor attraction which, although would be a good step, would be a dangerous strategy being based on a very expensive and slightly inaccessible channel island.

06-04-2008

That's the crux of it- a rather innaccessable location. Jersey has always been an expensive place to get to- things don't seem to have changed any. In retrospect it wasn't an ideal place for Durrell to start his Zoo. Originally he wanted to locate it in Bournemouth (where his family lived) but he was turned down- bad mistake by the Council as the town could have benefited hugely from the fame/prestige angle. Bournemouth's loss was Jersey's gain but it hasn't done the zoo any favours being where it is.

07-04-2008

I seem to have created a lot of discussion on the subject. I agree that Jersey Zoo needs a commercial director to as johnstoni puts it so rightly to bring in more funds for and visitors to the zoo and extra cash injection for its in situ conservation work. All I am concerned about is that bringing in the cash and a commercial man should not forego the zoological concept and conservation value of the Jersey Zoo. It must remain what it is in essence a world class zoo and conservation facility.

I do hope that Jersey Zoo management has the sensibility to separate the tasking of a commercial and a zoological director. The former should have marketing, funding base, managing the facility (the visitor quality experience .. car park, entrance, visitor center, amenities, restaurants) in his remit and while the latter should ponder with curatorial staff over the zoological and botanical collections and its in situ conservation work. We will have to see how the businessman intends to work his way around the site!

Just I can not help but think that Jersey's rich island population has continually failed this great institution and is still failing it even now!

07-04-2008

Do all the proceeds from Durrell's Books and DVDs that are sold Nationwide go back into the zoo?