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Diversity Analysis 2015Prepared by Carol Kate Rutter

1Diversity Analysis 2015

Statistical survey overview

Diversity Analysis 20152

Alternative attractionsin ColumbusOverall favorable impression of recreation destinations

Diversity Analysis 20153

Group A

Less than $20K28%$20-40K35%$40-60K18%$60K and above19%Group B

Less than $20K8%$20-40K19%$40-60K24%$60K and above49%Guest household earningsEconomic dynamic

Guest occupation analysisGroup AGroup B

How do guests arrive and whom they share their Zoo day with?

Who visits the Zooand how often? Group AGroup B

Who has Zoo memberships?

Does location of Zoo make iteasy or difficult to get there?Group A

Group B Geographical factors: Zip codes

How likely to visitthe Zoo this summer?Group AGroup B

Specific reasons not beento Zoo in past 3 years?No time23%Group A

Specific reasons not beento Zoo in past 3 years?No time13%Group B

How likely are you to goto the Zoo this summer?Return guests who have visited in the past 3 years

How likely are you to goto the Zoo this summer?Return guests who have visited in the past 3 years

Your last time at the Zoo

Your last time at the Zoo

Group A: 83% overall positive rating

in order of most positive to least positive:

Liked animals and exhibits 45%Fun for entire family/kids 35%Liked hands on interactive exhibits 11%Staff was nice, friendly and welcoming 8%Was clean and looked nice 4%

Why was your last visitto the Zoo very good?Net positives

Group B: 89% overall positive rating

in order of most positive to least positive:

Liked animals and exhibits 45%Fun for entire family/kids 23%Was clean and looked nice 12%Liked hands on interactive exhibits 9%Staff was nice, friendly and welcoming 9%Why was your last visitto the Zoo very good?Net positives

In your opinion, is the costof a ticket into the Zoo

In your opinion, is the costof a ticket into the Zoo

What would you like to make it easier to go to the Zoo?Where to improve

Editors Note

The Diversity Survey consisted of 165 pages of raw data, categorized into two ethnic groups. Although not intended, the choice of language and direct comparison presented by the external survey agency could be viewed as culturally insensitive. As this assignment was suggested to be for both internal and external presentation, the data is displayed by neutral category designations.To clarify here, using the survey agency lexicon:Group A is People of Color which was defined as Black persons in the survey introduction.Group B is White persons as defined in the survey parameters.

Circle of LifeElton JohnVarious ArtistsThe Lion King (Original Motion Picture Soundtrack)2006-05-30T07:00:00Zcarolrutter22@gmail.com2015-06-04 04:57:11Lion King (Original Motion Picture Soundtrack)Universal:isrc:USWD10110145