Adelaide Zoo Adelaide Zoo may change its name

Simon Hampel

Simon Hampel

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The Adelaide Zoo may change its name | Adelaide Now

ADELAIDE Zoo is considering breaking with a 128-year tradition by rebranding itself as "Conservation Ark" under a plan to ease its $24 million debt.

Zoos SA, which runs the beloved Adelaide institution along with Monarto Zoo and Warrawong Sanctuary, has used the potential new moniker for its conservation and research projects since 2008.

However, the Sunday Mail understands management has started consulting with key stakeholders, including tourism representatives and media partners, about the change predicted to take place early next year.

Zoos SA was asked several times by the Sunday Mail to confirm the rebranding plan, but on each occasion failed to provide a clear answer.

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I was reading this in the paper the other morning. Personally I think this is a waste of time, but also who wants their zoo to be called Conservation Ark? Conservation Ark could be anywhere in the world, while Adelaide Zoo everyone knows its from Adelaide.
 
Electus Parrot said:
Personally I think this is a waste of time, but also who wants their zoo to be called Conservation Ark? Conservation Ark could be anywhere in the world, while Adelaide Zoo everyone knows its from Adelaide.
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I agree 100% on both counts - yes, it is a waste of time (and probably money!!) ... and yes, Adelaide Zoo is Adelaide's zoo. They should be proud of their heritage and just get about fixing the problem rather than playing silly games with "branding".

The brand is strong - they just need to deliver a better product (or deliver the same product more efficiently).
 
This seems a fairly common- but pointless?- trend nowadays. In the UK Jersey Zoo changed its name to 'Durrell' and Marwell Z.P. became 'Marwell Wildlife'- anything to escape the dreaded word 'Zoo' or 'Zoological' it seems- as if they are ashamed of it.

I think over here most people still just refer to 'Jersey Zoo' or 'Marwell Zoo' and they probably will in Adelaide too.
 
I loath the word "ark" in relation to zoos as - to me - it has religious undertones.

:p

Hix
 
Im more concerned about the amount of money needed to change signage, websites etc
 
Pertinax said:
This seems a fairly common- but pointless?- trend nowadays. In the UK Jersey Zoo changed its name to 'Durrell' and Marwell Z.P. became 'Marwell Wildlife'- anything to escape the dreaded word 'Zoo' or 'Zoological' it seems- as if they are ashamed of it.

I think over here most people still just refer to 'Jersey Zoo' or 'Marwell Zoo' and they probably will in Adelaide too.
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In the early 1990s, the New York Zoological Park ("Bronx Zoo") was re-named the "International Wildlife Conservation Park.". Much money was expended changing entry signage etc. Not too surprisingly, this "re-branding" failed to catch on, and slowly the dreaded "B" and "Z" crept back into use. Just a few years ago, with great fanfare, the park was officially declared to be the "Bronx Zoo", which of course had always been the popular nickname for the place. But now it's official!

The zoo's first director vigorously opposed the use of the vernacular "Bronx Zoo" instead of the formal "Zoological Park" moniker, and its longest-tenured director attempted to re-name it a "Conservation Park" in part because he felt that "Bronx Zoo" a combined two negatives! This did not make him popular with local politicians or with linguists.
 
I think you will find that this quasi-announcement is a 'weather balloon' to test the reaction of the public. Part of my work involves tracking coverage and reaction to different branding, and this came up during the week. I doubt it will happen.
 
I still refer to "Jersey Zoo" rather than "Durrell", and "Marwell Zoo" rather than "Marwell Wildlife". Other name changes in Britain I don't agree with are: Africa Alive! (the old Suffolk Wildlife Park), "Wild Britain" (Bedford Butterfly Park), and the quite awful "Wild Futures" (Woolly Monkey Sanctuary). With a name with "zoo", or "monkey sanctuary", or "wildlife park", or "butterfly park", in it, people know what to expect, but these modern names give no clue. At least Paignton Zoo in re-branding itself as "Paignton Zoo Environmental Park" retained the word "zoo" in its title, but I wonder how many ordinary visitors use the full name. Not many, I bet.
 
Conservation Ark

Hi Guys

Im currently undergoing year 12 and studying Tourism, For my major studies worth 25% I'm looking at a tourism issue, what I'm focusing on is the Adelaide Zoo name change to the Conservation Ark.

What I need to know is what are the advtantages/disadvantages of changing the name, does anyone know anything about it?

Also I will be creating a survey in a few days which I will post on this forum and if anyone could answer it, it would be great.

Also If anyone could write on a reply what they think of the proposed name change that would be great.
 
Pelzy05 said:
Hi Guys

Im currently undergoing year 12 and studying Tourism, For my major studies worth 25% I'm looking at a tourism issue, what I'm focusing on is the Adelaide Zoo name change to the Conservation Ark.

What I need to know is what are the advtantages/disadvantages of changing the name, does anyone know anything about it?

Also I will be creating a survey in a few days which I will post on this forum and if anyone could answer it, it would be great.

Also If anyone could write on a reply what they think of the proposed name change that would be great.
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Look at the history of the Bronx Zoo changing its name to "The Wildlife Conservation Park" whenever that was (early 1990s I think). It sounds like exactly what is happening here. It is now "Bronx Zoo" again as the name change seems to have been universally ignored by the public and a classic case of marketing non-genius. See also the history of "New Coke". Good luck with your project.
 
Adelaide Zoo urged not to change name

Adelaide Zoo urged not to change name - Business - News - City North Messenger

THE debt-ridden Adelaide Zoo could be urged to keep its name over fears a rebranding exercise could cause a drop in visitor numbers and further threaten the zoo’s viability.

City Councillor Mark Hamilton will encourage his fellow councillors to vote in favour of the zoo retaining its name when the council meets tonight (Tuesday, September 13).

If his motion is successful, Lord Mayor Stephen Yarwood will write to Treasurer Jack Snelling to air its concerns that any name change could cut visitor numbers and put added pressure on the zoo’s viability.

Mr Yarwood would also write to the Zoological Society of SA and Zoos SA to express its strong support for the zoo to retain its name.

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Council assured Adelaide Zoo won't change name

Council assured Adelaide Zoo won't change name - Business - News - City North Messenger

TOWN Hall will not lobby for Adelaide Zoo to retain its name after Zoos SA reassured councillors it would not be rebranded.

City Councillor Mark Hamilton last night (Tuesday, September 13) withdrew a motion to call on the Zoological Society of SA and Zoos SA to retain the icon’s name after speaking with Zoos SA chief executive Dr Chris West.

“He (Dr West) said there is no plan to call the Adelaide Zoo anything other than the Adelaide Zoo,” Cr Hamilton said.

“He has given us an assurance there is no plan to change the name so on that basis, there’s no need for us to call on them to retain the name.”

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Looks like reason has won out. It is a perfect name - no need to change.

There are several around the world that should change their name, however. What I really find annoying is when zoos have names that are too long. They should all be two words (Adelaide Zoo, Bronx Zoo, etc). Three words is ok only if they are named after a two word city (Fort Worth Zoo, Los Angeles Zoo) or after the park they are in (Reid Park Zoo, Cameron Park Zoo). Four words or more are just too awkward to say in normal conversation. Perhaps the worst named zoo (which ironically is an outstanding facility) is Arizona Sonora Desert Museum. Not only is it too long (all us locals simply call it "the desert museum") but it is not a museum, it is a zoo and botanical park. Just ridiculously misnamed.
 
Agreed, but for some reason I have always liked 'zoological park' for places such as Monarto Zoo (abbreviated from Monarto Zoological Park). I am very pleased that the zoo is not changing its name, too much history to change it now.
 
Arizona Docent said:
Looks like reason has won out. It is a perfect name - no need to change.

There are several around the world that should change their name, however. What I really find annoying is when zoos have names that are too long. They should all be two words (Adelaide Zoo, Bronx Zoo, etc). Three words is ok only if they are named after a two word city (Fort Worth Zoo, Los Angeles Zoo) or after the park they are in (Reid Park Zoo, Cameron Park Zoo). Four words or more are just too awkward to say in normal conversation. Perhaps the worst named zoo (which ironically is an outstanding facility) is Arizona Sonora Desert Museum. Not only is it too long (all us locals simply call it "the desert museum") but it is not a museum, it is a zoo and botanical park. Just ridiculously misnamed.
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Here in Australia there are examples that go either way. I would say the following are names that break your rules and yet work just fine:
- Ballarat Wildlife Park (and most other 'Wildlife Park' names)
- Australian Reptile Park
- Alice Springs Desert Park
- National Zoo and Aquarium
- Werribee Open Range Zoo

Then there are some howlers as well:
- Taronga Western Plains Zoo
- Cairns Wildlife Safari Reserve
- Crocodylus Park and Zoo
- Brisbane's Alma Park Zoo
- The simply abominably named 0z.e.Wildlife
 
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