Columbus Zoo and Aquarium goes paperless with mobile-first approach

A mobile-first guest experience that supports sustainability at scale

Before launching their mobile app, the Columbus Zoo relied on paper tickets, receipts, printed maps and mailed plastic membership cards — all of which required materials, postage, labour and ongoing operational cost. To modernise their approach and align with their conservation goals, the team needed a digital platform that guests could rely on throughout their entire journey.

Working with Attractions.io, the Zoo launched a connected mobile experience featuring digital membership, mobile wallet, event schedules, push notifications and interactive wayfinding. The impact was clear, with:

97%

Zoo members opting into digital membership

43,000

Ticket imports in the first month of Mobile Wallet

“Before we launched, we invited our volunteers to test the app and we got a lot of feedback from them. By involving them in the process, they felt a sense of ownership, which helped them understand the app’s value and embrace it. Ultimately, they became advocates, promoting the app to guests via a QR code displayed on their badges.”

Jane Cirigliano,
Director of Advertising and Marketing at Columbus Zoo and Aquarium

A connected guest journey powered by real-time information and smarter navigation

The new mobile app quickly became an indispensable tool for guests, volunteers and staff. Featuring mobile wayfinding, live schedules and location-aware notifications, the platform helps visitors explore the Zoo’s many regions with confidence — and even guides them to air-conditioned areas during periods of extreme heat.

The Zoo also uses an interactive heat map to understand real-world guest movement. This data allows the technology team to prioritise the most trafficked zones when placing Bluetooth beacons and is already informing a feasibility study for a future wireless network.

“They can look right at the app, put in the ride they want to go. Most people view an app as a tool for engaging guests while they’re in the park, but we know we can engage our guests pre, during and post. That was the moment where I realised the value that our mobile app can bring.”

Kevin Bonifas, Director of Innovative Technology at Columbus Zoo and Aquarium

With live push notifications and an accurate schedule of daily events, guests can discover Zookeeper talks, cheetah runs and other highlights without relying on printed materials.

Transforming sustainability with digital membership and mobile wallet

The biggest milestone came when the Zoo launched mobile wallet and digital membership cards inside the Attractions.io app. These digital passes replace paper tickets, email confirmations and all plastic membership cards — fully eliminating the Zoo’s reliance on physical credentials.

In just one month, 43,000 passes were imported and digital membership adoption reached 97%. The Zoo now produces plastic cards only upon request and has installed recycling boxes at entry gates to help guests dispose of old cards responsibly.

“That’s a significant amount of plastic cards that are not going into the environment. But it’s not just plastic cards. It’s printing, postage, paper waste from envelopes and even labour. It’s a huge sustainability initiative for us.”

Kevin Bonifas, Director of Innovative Technology at Columbus Zoo and Aquarium

With 94% of guests reporting a positive experience and half of all guests importing their tickets or passes, the Zoo now offers a faster, cleaner and more efficient visit for every guest.

Looking ahead, the team plans to use behavioural data and high opt-in rates to deliver more personalised messaging and targeted engagement.

“We’ve been talking about how we can further personalise the guest experience with the new data that we have access to. Now that we can differentiate between the types of digital tickets or memberships guests have in their wallets, and whether or not those passes have already been scanned, we can make our messaging all the more personalised and get really granular with our strategy.”

Kevin Bonifas, Director of Innovative Technology at Columbus Zoo and Aquarium

“We have Bluetooth beacons outside our gates, so if you have the mobile app and you come in, we can welcome you to the Zoo with a well-timed greeting. In the future, by better understanding our guests’ behaviour, we want to tailor messages based on how guests explore the Zoo to ensure that they have up-to-date information and the best experience possible.”

Bob Mayes,
VP of Technology Services at Columbus Zoo and Aquarium

A mobile platform that has accelerated Columbus Zoo’s shift to a paperless, guest-centric experience

For the Columbus Zoo and Aquarium, going paperless was about more than reducing waste. It was about delivering a better guest experience, streamlining operations and ensuring every touchpoint reflects their commitment to conservation.

With Attractions.io, the Zoo now has a mobile platform that replaces paper maps, plastic cards and printed tickets, while also giving guests a smarter, more personalised experience on-site. As digital engagement continues to grow, the team is well positioned to deepen personalisation, strengthen guest communication and support their long-term sustainability goals.