Wonders of Wildlife cuts staff, reduces admission prices

Max Peterson experienced the good, the bad and the ugly in his first official day on the job as Wonders of Wildlife interim executive director.

Peterson and board chairman John Moore announced May 14 that the museum is cutting about 20 employees from its payroll. Museum officials also unveiled a new pricing structure that reduced general admission for adults to $9.95, discounted to $8.95 for residents of Greene, Christian and Webster counties.

The staff cuts are expected to save the museum about $500,000. Museum officials did not release names, but said there were about six upper-level management positions removed.

"We have to reduce cost," Peterson said. "You can't reduce cost without touching staff."

The modified pricing went into effect May 15. Moore said the pricing changes are "in response to concerns locally."

Moore acknowledged twice as many tickets will need to be sold in order to meet the $1.2 million debt obligation next spring. The museum is averaging 20,000 visitor per month this year and annual attendance has been less than half of the 900,000 visitors that were projected. Museum officials have said funds for the September payment on debt are secure.

Peterson also revealed a new name for Wonders of Wildlife. Peterson termed it a "zooquarium," hoping to change the public's perception. "For whatever reason, the story is not getting out of what's here," he said.

The next step is addressing marketing plans. Peterson said a new budget and strategy should be disclosed in a few weeks. It could involve a stronger connection with Bass Pro Shops next door, which draws 4 million people annually.

"The problem is getting them in the (museum) door," Peterson said.

Printing museum coupons on the back of Bass Pro receipts and an outdoor jungle gym attraction for children between the two facilities are possibilities being discussed, he said.

Moore also said the board is looking at ways to restructure the $36 million debt service.

The museum will be audited later this month, Peterson said.