Houston Zoo prices take another leap

The $31 Juan Toledo paid for tickets to the Houston Zoo on Tuesday left him feeling a little sticker-shocked.

"What happened to the prices?" Toledo asked, looking down at his receipt. "Is the lion eating more? It's a lot of money."

Next month the same family outing will cost Toledo, who paid for four adult tickets and one child, $7 more.

Houston Zoo Inc., the private nonprofit that operates the zoo, will increase adult ticket prices 21 percent July 1 — the third increase since it took over management of the city facility in 2002.

Deborah Cannon, president and chief executive officer, said the increase will help the zoo continue to add staff and improve animal exhibits.

Cannon said zoo officials looked at at least 18 other comparable zoos before setting the new rate schedule.

"We're trying to edge up. It gets us a little closer to our competitors," Cannon said. "It's really all about delivering a better guest experience. For a family of four, we're still cheaper than going to the movies, and it's all-day entertainment."

The increase — a $7 adult ticket will now cost $8.50 — coincides with the new fiscal year. The zoo's board approved a $20.2 million budget for 2006, up from $18 million.

The zoo will also increase the cost of its membership packages that include unlimited free visits and discounts to special programs and to other zoos. For example, the basic membership package will cost $50 up from $45.

From 1922 to 1989, it cost nothing to visit the Houston Zoo, which today draws more than 1 million visitors each year. When HZI took over operations of the city facility, admission was $2.50 for adults.

But as zoos move from city-operated ventures to privately managed operations, the pressure to invest in fancier facilities and more elaborate animal settings forces many zoos to raise ticket prices. Other sources of funding may include parking charges and fees to use other attractions such as a train or carousel ride, similar to the one that opened at the Houston Zoo after HZI took over.

Officials at other zoos such as The Woodland Park Zoo in Seattle and San Francisco's zoo say prices have also gone up because it simply costs more to operate these facilities.

Michael Hutchins, executive director of Zoo Think Inc., a consultant firm that works with zoos, natural history museums and conservation groups, said the change allows facilities to have more freedom to hire higher-paid professionals and rebuild aging structures without the bureaucratic red tape that hinders improvements at city-managed zoos.

He thinks zoos have historically underpriced themselves.

"It's a complex operation to run. It's not cheap," Hutchins said. "Somebody's got to pay the bills. With these public-private partnerships you can increase the quality of the experience without government paying the cost. The advantages you get are huge."

There are still a few free zoos in operation, including the Smithsonian National Zoological Park, Lincoln Park Zoo in Chicago and the St. Louis Zoo.

Some Houston Zoo patrons offered mixed opinions about the increase.

Jennifer Gegogeine, who spent $16 for herself and three children, said the price increase didn't matter as long as the money goes to improve animal exhibits.

"We're still going to bring the kids," she said.

But visitors like Amy Bridges, who drove from Beaumont, balked at paying higher prices.

"With the cost of gas to get down here, it wouldn't be worth it to me," she said.

Stephen Antwi, who brought four children with him, decided to buy a $60 family membership pass because he figured it would save him money in the long run.

Antwi said the price increase wouldn't deter him from coming to the zoo but he voiced concerns about how it might impact other families.

"The zoo is one of the few things that people can do that's an inexpensive local attraction for kids," he said. "If the cost does continue to increase, it's going to be an issue for some families."

salatheia.bryant@chron.com