How Columbus Zoo went paperless
Columbus Zoo drives digital membership adoption of 97% and delivers a seamless, sustainable guest experience with their mobile app.
A mobile-first guest experience that supports sustainability at scale
Sustainability is at the core of the Columbus Zoo and Aquarium’s mission. As a global leader in wildlife conservation, education and animal care, the Zoo wanted its on-site operations to reflect the same values they champion worldwide. That meant reducing paper, eliminating plastic membership cards and creating a digital guest journey that supports guests before, during and after their day at the Zoo.
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.
Transforming sustainability with digital membership and mobile wallet
To achieve this, the team partnered with Attractions.io to launch a mobile app that replaces physical resources, streamlines entry and creates meaningful opportunities to engage guests at every touchpoint.
Working with Attractions.io, the Zoo launched a connected mobile experience featuring digital membership, mobile wallet, event schedules, push notifications and interactive wayfinding, and the impact was clear.
“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 CiriglianoDirector of Advertising and Marketing at Columbus Zoo and Aquarium
97%
Zoo members opting into digital membership
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 tickets and 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 BonifasDirector of Innovative Technology at Columbus Zoo and Aquarium
A connected guest journey
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 guests explore the Zoo’s many regions with confidence, and even guides them to air-conditioned areas during periods of extreme heat.
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At the gatesDigital passes
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ExploringMobile wayfinding
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Through the dayLive schedules
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Hot afternoonsAir-conditioned areas
“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 MayesVP of Technology Services at Columbus Zoo and AquariumMore personalised messaging and targeted engagement
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.
“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 BonifasDirector of Innovative Technology at Columbus Zoo and AquariumLooking 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 BonifasDirector of Innovative Technology at Columbus Zoo and Aquarium
A mobile platform that has accelerated Columbus Zoo’s shift to a paperless, guest-centric experience
- 97%Zoo members opting into digital membership
- 43,000tickets and passes imported into the mobile wallet in the first month
- 94%of guests reporting a positive experience
- Halfof all guests importing their tickets or passes
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.
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.
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