Ramona Bass, CEO, Fort Worth Zoo

In an interview with Invest:. Ramona Bass, CEO of Fort Worth Zoo, discussed the zoo’s significant $226 million economic impact and its success in advancing conservation efforts, including rare animal births and crucial research in genetic preservation. She also highlighted the zoo’s focus to engage diverse audiences and maintain community accessibility.

What is the role of Fort Worth Zoo in continuing to boost the local economy and expand tourism opportunities?

We’re fortunate because people love animals, and families are increasingly seeking outdoor experiences where they can enjoy time together and feel safe. Our position allows us to meet this demand perfectly. The economic impact from our last study was $228 million, which reflects how much families value these experiences. Despite the weather, people keep coming, which shows that our appeal isn’t as weather-dependent as it used to be.

What conservation efforts are showing success at the Fort Worth Zoo?

We’ve had several exciting births and conservation successes recently. We’ve welcomed our first mandrill baby in 30 years, a rockhopper penguin, two colobus monkeys, and species important to our Texas ecosystem, like pine snakes and horned lizards. Additionally, we had four giraffe births and a remarkable case with Jameela, a baby gorilla born prematurely via C-section. Thanks to incredible cooperation from local hospitals, both she and her mother survived. We’ve also made significant progress with the endangered Asian crocodiles, gharials, becoming the only zoo with surviving offspring.

What can you share about the ongoing research efforts at the Fort Worth Zoo?

We’ve been making significant strides in several areas. For instance, we’ve been focusing on endotheliotropic elephant herpesvirus (EEHV), a deadly disease that can kill within 24 hours if not caught early. Traditionally, testing had to be sent away, losing precious time, but we’ve now opened a new lab on-site, which has drastically improved our response time. This research has even contributed to developing a vaccine, which could help both captive and wild elephants.

We’ve also discovered that one of our senior gorillas, Amani, has developed macular degeneration, a condition never seen in non-human primates. This has sparked a new area of study that could benefit other animals, both in the wild and captivity.

In the realm of reptiles and amphibians, we’ve been advancing in assisted reproductive technologies, like IVF. What’s particularly remarkable is that we can now collect and preserve genetic material from wild animals without removing them from their natural habitats. This effort significantly enhances genetic diversity, which is crucial for conservation.

How are you expanding educational outreach and engagement, particularly for younger audiences?

We’ve made great progress in this area as well this year. We have the Education and Learning Center, and we’ve recently revamped a habitat in Texas Wild focused on Texas-native reptiles and amphibians. It now includes Texas Nature Traders, a program that encourages kids to explore the outdoors and then come to the Zoo and share with our educators about what they have learned and discovered. Since moving this program to a more visible location, we’ve seen a huge increase in participation.

We also launched a mobile unit that visits Title I schools, bringing the zoo experience to students who might not otherwise have the opportunity to visit. Additionally, with our new education facilities, we can now offer tailored experiences for field trips, including curated lesson plans and animal interactions.

Moreover, we’re rolling out a new app with features like scavenger hunts, GPS-enabled maps, audio tours, and ultimately, QR codes for Spanish speakers. This will make the zoo experience more interactive and accessible, especially for the many Hispanic families who visit regularly.

How is the zoo expanding its efforts through partnerships with the local community?

We’ve been expanding our collaborations in several impactful ways. The work with the medical community during Jameela the gorilla’s birth was groundbreaking for us. We’re also partnering with universities on conservation programs, such as TCU with our Texas horned lizards, and Mississippi State on various reptiles and amphibians. We offer externships, internships, residency programs, and mentorships for postdoctoral research, as well as opportunities for students at the master’s and doctoral levels. Additionally, we engage with younger students through field trips, camps, and homeschool classes.

We’re also excited about a new partnership with the Van Cliburn organization here in Fort Worth. They’re hosting a family concert series, and we’ll be the first venue in September. Musicians will bring their instruments into the zoo, and we’re planning a unique show that mixes live music with animals. It’s a fresh way to connect with the community and offer something special to our visitors.

How are you adapting to the different demographics and the influx of visitors to the region?

Adapting to a wide range of demographics is a key focus for us. One of our successful strategies has been increasing our video advertising on social media, which has significantly boosted registrations and memberships. For example, our annual 5K run saw its highest registration ever after we implemented video ads, and we even had to close registrations for the first time due to demand. Social media has also allowed us to reach a global audience; we recently had visitors from Amsterdam who came after following our Jameela the gorilla story online.

The challenge is keeping up with how different generations, particularly younger ones, engage with information. While older generations are comfortable reading signs, kids today learn differently, often preferring digital interactions. We’re actively consulting with experts to find ways to engage them effectively, ensuring they still gain valuable knowledge while visiting the zoo.

What technology innovations are you implementing at the zoo?

We are currently working on updating some of our older attractions and habitats. For example, the Hall of Wonders in Texas is over 20 years old, and while it was groundbreaking at the time, it now needs a complete overhaul. We’re rethinking how we present information to visitors, focusing on more interactive and engaging methods.

Our app is our first real venture into integrating digital access within the zoo. It includes features like GPS-enabled maps, scavenger hunts, and eventually audio tours. We believe it will engage visitors, especially kids, in ways that traditional signage can’t. We’re also using QR codes throughout the zoo, so visitors can easily access information about the animals without having to stop and read signs—something that aligns with how people, particularly younger generations, prefer to learn today.

What are your top priorities for the Fort Worth Zoo over the next two to three years?

We’ve just started the final phase of our four-phase expansion plan, which includes exciting developments like our new predators habitat. Despite the challenges of opening it during the hottest summer we can remember, it’s been a huge success. Moving forward, our focus will be on completing this final phase, which includes the new forests and jungles habitat and refurbishing the Texas habitat, starting with the Hall of Wonders. We’re also planning to update the World of Primates, which is over 30 years old, and eventually, we’ll work on the penguin habitat.

Another priority is maintaining our consistent pricing structure, even as other zoos shift to dynamic pricing. We’ve chosen to keep our prices steady, including our popular half-price Wednesdays, which are essential to the community. Despite the traffic challenges it brings, we’re committed to keeping this tradition going.