Giant Pandas, even at $10 million for ten years, are worth every penny. At the San Diego Zoo last year my wife and I waited patiently in line for at least 20 minutes ( and we went to the panda exhibit first thing in the morning! ) and the crowds later in the day were enormous. All to see one of the 8 bear species ( as they are officially bears now ) spend half the time sleeping in the grass.
The giant panda merchandise being sold was incredible, with all sizes of stuffed toys flying around the place. Even at the Adelaide Zoo, which won't receive the crowds that surge through San Diego, there will be a significant monetary impact in terms of toys, gifts, photos, etc. And if the mating pair actually produce offspring then the money will pour through the entrance. With an already stellar Asian section now completed, Adelaide appears to be joining the Aussie big names of Taronga and Melbourne.