Audubon adds zoo-only memberships after price backlash
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A vintage Audubon membership card from 2019. The cards are now digital. Photo: Carlie Kollath Wells/Axios
Audubon is rolling out zoo-only memberships after backlash over steep price hikes last fall.
Why it matters: It's a transitional time for Audubon's new leaders as they work to get buy-in for multimillion-dollar projects.
The big picture: The new tiered system comes after Audubon blindsided members last fall by nearly doubling some rates overnight, sparking complaints about affordability.
- Starting in March, Audubon will have three types of membership packages.
- The first is the current option — unlimited access to the zoo, aquarium and insectarium — but it will be more expensive.
Case in point: The most popular option (Family Plus for two adults and up to five kids) is going from $260 to $325.
- A zoo-only membership at that level is $190, while the aquarium/insectarium-only membership is $250.
- See current prices and the new prices.
The fine print: Audubon is cracking down on guests and shared memberships. Adults must be in the same household, the website says.
- And while family memberships previously included free guest passes, those are now mostly gone.
- Admission fees have also increased in recent years. Adults are now $35-40 on weekends at the zoo and $50 for the aquarium/insectarium.
Pro tip: Orleans Parish residents can get free Audubon tickets through the Culture Pass program via the New Orleans Public Library.
- Audubon also has free admission days for Orleans Parish residents and discounted tickets for SNAP recipients.
What they're saying: Audubon has about 22,000 member households, says spokesperson Melissa Lee.
- The memberships cover more than half of the animal care budget.
- The increased prices reflect "rising operational costs, including food, veterinary care, utilities, insurance and staffing," Audubon says.
- The fees also support operations at Audubon's other properties: Audubon Park, The Fly, Woldenberg Riverfront Park and Audubon Louisiana Nature Center.
Zoom out: Audubon is moving forward on an ambitious $60M+ renovation of Woldenberg Park called Riverfront for All, with the goal of turning it into the longest contiguous riverfront park.
- The first phase is set to open later this spring.
- Plus, Audubon is renovating The Fly and buying a new carousel for the zoo.
- Some of the projects are public-private partnerships, with funding also coming from the city and other sources.
Zoom in: Audubon's spokesperson says membership fees are used for operations and don't fund capital projects like Riverfront for All.
Meanwhile, Audubon starts renovations next month on the Odenheimer building and the reptile house, as first reported by Axios.
- The reptile house and Wings of the World, which is a relatively new zoo addition, will close for about a year to add a dinosaur exhibit.
- It's the latest in a string of recent renovations: the $34M project that combined the aquarium and the insectarium, $5M revamp at Audubon Plaza, Jaguar Jungle River's Edge and a giraffe habitat upgrade.
What he's saying: "Expanding access to nature is a key part of our long-term vision for New Orleans," says Michael Sawaya, who just finished his first year leading Audubon after Ron Forman retired.
- Sawaya previously was president/CEO at the Convention Center.
- He's joined by Gilbert Montaño, whom Audubon hired in August as its executive vice president of operations. Montaño was previously the city's chief administrative officer and has since come under scrutiny by the City Council for his possible role in the city's budget crisis.
- Montaño did not respond to a request for comment for this story.