San Antonio Zoo’s Hope Roth shares insights on the Texan zoo’s recent transformation and how a new approach to attracting visitors is boosting its wildlife mission.
Founded in 1914, San Antonio Zoo has evolved from its humble yet pioneering beginnings to become a leader in wildlife conservation and visitor experience. Over the past decade, under the watch of CEO Tim Morrow, the zoo has undergone a remarkable transformation, reinvesting more than $110 million into its facilities and programs. Today, it welcomes more than a million visitors annually and remains committed to securing a future for wildlife.
“We’re built on two pillars: education and conservation,” says Hope Roth, vice president of marketing, sales, and communications. “If we stay true to that mission and stay the course, everything else falls into place.” But it isn’t quite that simple. From pioneering cageless exhibits to embracing digital innovation and forging strategic partnerships, San Antonio Zoo is redefining what it means to be a modern zoo. Here, Hope talks about the zoo’s journey, its recent milestones, and her role in facilitating its mission and vision for the future.
What drew you to San Antonio Zoo, and what’s your role there?
“My marketing background is in the automotive industry, which is aggressively for-profit and competitive. I did nonprofit work, but just on a volunteer basis. So, when this opportunity came up, I realized that this 110-year-old institution is giving me a chance to leave a fingerprint on something that will last for generations. That’s not something you’re not afforded very often in a lifetime, let alone in a career. It’s been six years since I joined the team here, and, as cliche as it sounds, it truly is that opportunity in all ways.”
How does your very commercial role align with the zoo’s mission?
“I think we use the mission as the fuel and the motivation. Our vision is to secure a future for wildlife. Everything we do is either mission-enabling or mission-fulfilling. We live by LEAP — Learn, Engage, Act for, and Protect the animals. We aren’t federally funded — only the National Zoo is — and don’t receive funding as part of the city budget like the other large zoos in Texas. As a 501(c)(3) nonprofit, we’re 100 percent self-funded through philanthropy and admission.”
How has the zoo transformed since you joined in 2018?
“Our CEO, Tim Morrow, has been at San Antonio Zoo for 10 years, and over $110 million has been reinvested back into our zoo in that time. You can imagine the change it has undergone, which hasn’t stopped yet. A new gorilla habitat, Congo Falls, will open next year and is probably our biggest undertaking yet. As well as sales, my role includes the budget, admission, and ticketing, so I oversee the team that works in the OTA space, which has undergone its own transformation.”
You only started working with GetYourGuide in 2023; what opportunity did you spot with OTAs?
“About three years ago, I attended my first IPW — a huge annual trade show organized by the U.S. Travel Association — which opened my eyes to the travel and tourism world, especially OTAs. We realized we needed to be part of that ecosystem. It exposes us to new audiences that our marketing budget alone couldn’t reach. We now work with over 20 OTAs, and GetYourGuide is already a very successful partner for us: $35,000 in the first half of this year. OTAs currently comprise 10 percent of our total annual revenue, which is mostly additional to what we already did. We expect this to grow as our partners expose us to new audiences.”
What does GetYourGuide provide that you find particularly useful?
“For us, it’s the ease of the transaction and exposure to audiences that we otherwise would not have had. We only have so much reach on our own, but GetYourGuide allows us to expand that visibility to those travelers who might not have thought of us, allowing us to be top of mind. The partnership has been seamless, like an extension of our admissions department.”
How have ticket sales changed on your watch?
“San Antonio Zoo functioned for many years, and nothing was wrong, but for us to be looking at bringing in Congo Falls, expanding our footprint, and all of these upgrades, it can’t be one piece of the puzzle. Everything else has to level up, too. We went 100% digital with our tickets when we reopened during the Covid-19 pandemic. Our new zoo entrance opened in December 2023 and has no ticket booths. This switch has streamlined the purchasing process and improved our reporting and understanding of guests. It allows us to make our marketing dollars work much more efficiently.”
What can you tell us about Congo Falls?
“It’s due to open in the fourth quarter of 2025 and gives visitors 360-degree views of gorillas in a habitat that mimics the wild. It’ll have a one-of-a-kind 65-foot tower that the gorillas will love to climb. That tower actually interfaces near the top with our events center. So it’ll be very much a game of who’s watching who when you’re having your wedding, gala, or quinceañera there.”
How do these plans develop to expand and improve the customer experience?
“A fun fact about San Antonio Zoo is that we were the first zoo in North America to have cageless exhibit habitats. Because the zoo is built in an old rock quarry, a moat system was created using its beautiful limestone walls. You see it in lots of zoos today, but it debuted in San Antonio. That sets the stage for us to continue innovating when it comes to animal habitats that look and feel as natural as possible. Our expanded savanna, opening late 2024, will have giraffes walking with zebras, ostriches, and guinea fowl, all in the same habitat — just like you’d see in Africa.”
What challenges do zoos face today, and how are you addressing them?
“It’s really about educating people on the work that zoos do. It’s a great experience; you know you’ll have a good time when you visit the zoo. But feeling good and knowing the good work that purchasing that membership or ticket does — that’s huge for us to be able to tell those stories. We have handfuls of animals here that don’t exist in the wild anymore. We have programs for Texas horned lizards and rough-footed mud turtles, where we’re reintroducing them back into the wild each year. The zoo visit is the tip of the iceberg; all the conservation work, animal care, and education stemming from that ticket sale.”
Does it surprise visitors how much they learn?
“I think so, and I believe that is what we’re challenged with as a zoo because it’s on us to make sure that you don’t just walk through and fall in love with these beautiful, majestic, or sometimes plain cute animals — you learn about them. You understand their vital role in the ecosystem and why the world needs each species. You can’t love something you don’t understand.”
What advice would you give to other zoos looking to replicate your success?
“Don’t be afraid to try new things. Many businesses say, ‘Well, we’ve always done it this way,’ but that in itself is so stifling that you can’t grow. There’s always room for growth and improvement. Look at the Olympics this year —– all of Michael Phelps’ records were broken in the first week. Even with the best of the best, there’s room for improvement. You have to be open to it and strive for it.”
It sounds like you’re constantly finding opportunities to make things better. Is that what drives you every day?
“Yes! You have to be able to get those messages out, tell those stories, and try to inspire people. It’s an unbelievably rewarding job, but it takes a village. That’s why partners like GetYourGuide help us do what we’re doing and grow. Otherwise, we’d just be doing the same thing we always did, expecting a different outcome. And that’s the definition of insanity.”
Key Takeaways
- Since partnering in 2023, San Antonio Zoo’s revenue through GetYourGuide has seen an 18x growth in the year to date.
- Recent OTA partnerships have expanded the zoo’s reach and boosted visitor numbers, accounting for 10 percent of its total revenue.
- A shift to fully digital ticketing has streamlined operations and improved data analytics.
- San Antonio Zoo operates on a self-funded model, relying entirely on ticket sales and philanthropy.
- $110 million has been reinvested in the past decade, driving significant transformation. The upcoming gorilla habitat, opening in 2025, will be one of the largest in North America.
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