pathway to nature Final Report and Recommendations of the Minnesota Zoo’s Nature Task Force 2018
“ Connecting children to nature gives them space to explore, to problem-solve, to develop self-confidence, and to dream—and to carry those skills and dreams into the classroom and beyond.” —Charlene Briner, Deputy Commissioner, Minnesota Department of Education
When you
listen, it’s amazing what you can learn.
Richard Louv’s 2005 groundbreaking book Last Child in the Woods exposed how the inextricable link between humans and nature has been forgotten in today’s sedentary and technology saturated culture. This revelation sparked a global movement to reconnect
people
with the simple act of going outside and exploring the woods. Nature’s goods and services are the ultimate
nature has been proven to benefit human health and wellbeing. In foundations of life, and contact with
turn, positive experiences with the environment lead to a
conservation ethic later in life, which is critical to the Minnesota Zoo’s vision of a future where wildlife thrives in
Minnesota and beyond.
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“ I applaud the Minnesota Zoo for this innovative and critical initiative to connect people with nature. Especially in a large metro area, there is no better way to help our natural world.” — Tom Landwehr, Commissioner, Minnesota Department of Natural Resources
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The Case for Nature at the Zoo The Minnesota Zoo is committed to its mission to connect people, animals, and the natural world to save wildlife. With an annual attendance of nearly 1.3 million guests, the Zoo is very successful at connecting people to animals, and its award-winning local and international wildlife conservation work is a testament to its commitment to saving wildlife. But the Zoo recognizes that there is more that can be done to fulfill its mission, specifically, in connecting people to the natural world. Research shows that meaningful experiences in nature lead to empathy for nature. Empathy for nature is critical to making consumer and civic choices that benefit the environment or philanthropic decisions in support of conservation. Without a relationship with the natural world, people are not likely to recognize how their actions impact nature, and how nature, in turn, benefits them. Providing opportunities for people to develop a positive relationship with nature within their own cultural, social, and personal context builds the foundation for a conservation ethic that supports the value of saving wildlife. Our Theory of Change Nature play at the Minnesota Zoo is an important way we invite guests to join our mission of saving wildlife. We believe that by prioritizing opportunities for guests to experience the wonders of the natural world, they will grow to love and understand nature, which in turn builds motivation to preserve it. The simple bottom line case for the Minnesota Zoo joining the nature movement is that playing in nature leads to protecting nature. The Zoo’s ultimate goal is to create a whole new Zoo experience designed to be a catalyst for changing people’s relationships with and attitudes toward nature and wildlife. We want to move people from being nature wary to nature willing… from spectators to participants…from consumers to conservers.
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NATURE TASK FORCE The Minnesota Zoo began constructing its Pathway to Nature by amending its strategic plan to include a new, ambitious goal: develop a comprehensive approach for activating the Zoo’s unique resources for all people to explore and play in the natural world. When the Zoo and Zoo Foundation Trustees approved this new strategic priority to focus on nature in October 2016, Zoo leadership identified the need to honor and engage a network of leaders of respected outdoor education programs and facilities across the State of Minnesota to help define the Zoo’s role in the back-to-nature movement.
“ The vision of the Zoo as a gateway to nature that inspires and equips new generations for a lifelong journey among Minnesota’s natural wonders is exciting and important for all of our futures.” — Paul Austin, Executive Director, Conservation Minnesota
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In January 2017, the Zoo formed a Nature Task Force that included recognized leaders in outdoor, experiential and environmental education to advise the Zoo in its effort to develop a three- to five-year program and business plan for nature in fulfillment of its revised strategic plan. This report includes recommendations that will inform the direction, specific elements, and tasks required to complete the detailed Pathway to Nature Program and Business Plan.
Nature Task Force Membership Chad Dayton, C o-Chair Ryan Gage, C o-Chair
Zoo Foundation Trustee Outdoor Solutions Zoo Trustee U.S. Bank
Richard Louv
Honorary Member
John Andrews
Community Member
Paul Austin Tish Bolger Charlene Briner Terryl Brumm Bill Gray Glen Gunderson Cathy Jordan Rahul Koranne
Community Member Community Member Zoo Trustee Community Member Zoo Trustee Community Member Community Member Zoo Trustee
Greg Lais Tom Landwehr Katie Mortenson Sarah Milligan-Toffler Poppy Potter Jason Sanders David Schmidt Steve Sullivan Marnie Wells
Community Member Community Member Community Member Community Member Community Member Community Member Foundation Trustee Community Member Community Member
A uthor: Last Child in the Woods; The Nature Principle; Vitamin N; Co-founder, Children and Nature Network S cout Executive/CEO, Northern Star Council Boy Scouts of America Executive Director, Conservation Minnesota CEO, Girl Scouts River Valleys Deputy Commissioner, MN Department of Education President/CEO, Boys & Girls Clubs Twin Cities President, Uponor North America President/CEO YMCA Greater Twin Cities Research Director, Children & Nature Network S enior Vice President of Clinical Affairs/Chief Medical Officer, Minnesota Hospital Association Executive Director, Wilderness Inquiry Commissioner, MN Department of Natural Resources Community Volunteer Executive Director, Children & Nature Network Director of Operations, Voyageur Outward Bound School Executive Director, Dodge Nature Center Minnesota Master Naturalist Parks Director, Dakota County CEO, Campfire MN
Pam Hull
Facilitator
Mandorla Consulting
Tyler Ahnemann Michelle Benson Dave Frazier Tony Grundhauser Missy Remick Carol Strecker* Brenda Teats
Zoo Education Programs Supervisor Zoo Senior Director of Marketing and Communication Zoo Deputy Director Zoo Foundation Executive Director Zoo Director of Board and Legislative Affairs Zoo Senior Director of Education Zoo Foundation Director of Individual Giving
John Frawley John Geisler Samantha Capen Muldoon Dick Vogel
Zoo Director and President Zoo Foundation Board Chair Zoo Foundation Board Chair Zoo Board Chair
*Project manager and publication editor
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Objectives
Convened in March 2017, the purpose of the Nature Task Force was to explore potential capital projects and programs that would activate the Zoo’s undeveloped acreage in ways that would drive revenue, stimulate new partnerships, and reach new audiences. Ultimately, the Pathway to Nature Program and Business Plan will fulfill the following specific objectives: • Create new products such as recreational facilities, amenities, and programs that enable people to connect to nature with a wide variety of options. • Establish new revenue streams through fee-based experiences, but also sponsorships and underwriting such that the Zoo can maintain a sustainable business model. • Broaden the Zoo’s demographic appeal to attract both completely new audiences to the Zoo, in support of its efforts to become a more diverse and inclusive environment for both staff and guests, and to retain existing audiences by appealing to teens, young adults, and seniors who traditionally believe they have aged out of the zoo experience. • Develop new partnerships that will provide mutually beneficial outcomes including shared missions, broader access, and deeper engagement.
outcomes
The Nature Task Force met four times over a seven-month period. Between meetings, significant work was done internally to vet ideas with staff and trustees, act upon recommendations, and investigate potential barriers to success. Specific task force activities included: • Developing visionary ideas for this effort, aligned with the Minnesota Zoo Vision of a future where wildlife thrives in Minnesota and beyond, • Identifying the strengths, weaknesses, opportunities, and threats of the Zoo’s nature focus, • Brainstorming and debating potential facilities, programs, and amenities, and • Providing critical feedback regarding audience need, market status, and how to position the Zoo’s approach to best compliment and not compete against partner organizations.
Recommendations
Informed by the work of the Nature Task Force, the Minnesota Zoo identified the following resources, strategies, and major initiatives as the foundation of the Pathway to Nature, informing the direction of subsequent master planning, program development, and fundraising priorities to be detailed in the forthcoming Pathway to Nature Program and Business Plan.
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“ Zoos can play a critical role in connecting people to nature. They are an untapped resource in the children and nature movement. I am so proud of the Minnesota Zoo’s vision and leadership in this area.” — Cathy Jordan, PhD, LP, Associate Professor, Pediatrics and Extension, University of Minnesota Consulting Research Director, Children and Nature Network
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ACTIVATE ZOO RESOURCES
Upon the recommendation of the Nature Task Force, the Zoo’s Pathway to Nature will activate the Zoo resources that set it apart from its partners. Animals: As a home to more than 4,800 animals, the Zoo is uniquely positioned to connect people with the natural world in a non-threatening context. Most children and even adults have an innate affinity for animals and are emotionally drawn to their physical appeal and behavioral curiosities. By integrating intriguing animal themes and live animal encounters into our brand of nature, the Zoo can engage a broader audience, fostering a sense of wonder and fascination for wildlife and nature across the state. In addition to the animals the Minnesota Zoo is officially responsible for in its collection, many native animals occupy the undeveloped areas of the Zoo campus where Pathway to Nature facilities and programs will be located. As the Zoo is committed to the highest standards of animal care and wellness, it will endeavor to model positive humanwildlife coexistence strategies in its nature-based experiences as well. Secure Campus: Unlike traditional parks, trails, and campgrounds, the Minnesota Zoo’s 485 acre campus is secured with a daily monitored perimeter fence. Security personnel are on site 24/7, and experienced Emergency Medical Technicians are on staff to tend to the medical needs of guests young and old. The Zoo can rely on its secure campus to ensure a safe environment for exploring nature for those wary of its unknowns. The Zoo’s skilled staff and partners will provide an array of facilitated and outfitted experiences to empower people to move up the continuum of nature engagement and develop the skills and confidence to go beyond the fence. Proven Successes: The Zoo’s Hanifl Family Wild Woods, a nature-based play area featuring boulder climbs, dig pits, water play, loose parts for fort-building, and more, opened in 2015 to rave reviews and has become a valued amenity for Zoo members and guests. With funding and support from the Children and Nature Network, the Disney Conservation Fund, and the Association of Zoos
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and Aquariums, the Minnesota Zoo also developed successful nature play programs such as Family Nature Club, Wild Days of Play, Naturally Nature and BioDiscovery summer camps, and a family campout program. By engaging children and families to be active, explore, and have fun in nature, these prototype amenities and programs have laid the foundation upon which the Pathway to Nature initiatives will develop and thrive. Quality Landscape and Location: The Minnesota Zoo is favored with both a quality landscape and a prime location. Situated along the boundary of the prairie and deciduous forest biomes, the Zoo’s approximately 285 undeveloped acres are a patchwork of sixteen different terrestrial and aquatic ecological communities. In previous years, surveys completed by the Minnesota Department of Natural Resources denoted the property as a regionally significant ecological area and conservation corridor, particularly due to its continuity with Dakota County Parks, which, when combined, covers an area surpassing 2,500 acres. Guests participating in Pathway to Nature experiences will be immersed in undisturbed Minnesota natural habitat teeming with native flora and fauna. The Zoo is located within five miles of two major metropolitan expressways, providing access to greater than sixty percent of the population of Minnesota living within fifty miles of the campus. It is ten minutes away from the most visited tourism destination in the State—the Mall of America—and it’s accessible through public transportation. And most recently, the newly extended route of the Dakota County Greenway bike path, which winds through and along the Zoo’s eastern border, makes it much more accessible to local residents. The Minnesota Zoo’s rich natural landscape and its convenient location make it an ideal setting for an initiative that aims to introduce new audiences to nature.
CORE STRATEGIES
The Nature Task Force identified four core strategies to guide the Minnesota Zoo’s Pathway to Nature. Soft Footprint: Honoring the quality of the Minnesota Zoo’s site and the responsibility it has to model land conservation through sustainable and low impact design, the Zoo will endeavor to maintain a soft footprint and minimize hardscape development in order to preserve the valuable landscape and model sustainability. The Zoo will protect and maintain as much of the natural site as possible both by requiring low impact development for new programs and products on the existing undeveloped acres, and by maximizing the existing developed acres for new programs and products. Gateway to Nature: With its secure and quality site, convenient location, well-designed facilities, and skilled staff and partners, the Zoo is uniquely situated to position itself as a gateway to nature on multiple fronts. GATEWAY TO OUTDOOR SKILLS AND CONFIDENCE: Increasingly urban and technology-saturated children and families are spending less time outdoors and lack the skills and confidence to explore nature on their own. With the assurance of its secure site, the Zoo will position itself as the place to come and try it out—skilled staff will provide a range of tiered experiences that enable participants to learn and grow from being nature wary to nature willing, to move up the continuum of nature engagement. ATEWAY TO MINNESOTA NATURE: As participants G progress through tiered opportunities, they will be empowered to use their newfound confidence and skills to go beyond the Zoo’s fence to explore nature in their own backyard, in their communities, and across the state through Zoo-led outreach and key partnership programs. The Pathway to Nature will be a gateway to and economic driver of Minnesota’s nature brand—as a nationally unique attraction designed to promote nature-based experiences, partners, and destinations across the state.
GATEWAY TO SUSTAINABILITY: Ultimately, the Minnesota Zoo’s Pathway to Nature will be instrumental in the fundamental urgency of the larger nature movement. The Pathway to Nature will position the Zoo to leverage its scale, credibility, and communications platforms to prioritize the need for nature in community forums about sustainability, conservation, and education—both locally and nationally. The Nature of Wellness: The Pathway to Nature is about much more than the Zoo’s internal objectives. The plan’s programs and experiences will impact individuals in powerful ways by making people happier and healthier. Evidence shows that spending time in nature provides significant measurable benefits, including increased physical activity and health, improved mental wellness and emotional balance, and enhanced academic performance. Nature play can also strengthen relationships and promote a sense of community. The Zoo will prioritize experiences that maximize the relationship between nature and human health and wellbeing for people of all ages and abilities. Uniquely Zoo: Amongst a wide variety of existing programs and facilities dedicated to connecting people with nature across Minnesota, it is imperative that the Minnesota Zoo distinguish its experiences as being specifically characteristic to a zoo environment. Being true to its mission to connect people, animals, and the natural world to save wildlife, animals and conservation will feature prominently in the Zoo’s nature-based experiences. Specifically, Pathway to Nature initiatives will: • Include live animal encounters whenever feasible, • Connect programs and experiences to the Zoo’s Center for Saving Wildlife conservation plan, signature species, and act-for-wildlife campaigns, and • Prioritize animal-themed program content and topics.
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MAJOR INITIATIVES
The Nature Task Force identified four major initiatives that will guide the design and development of specific products, programs, and partnerships to be included in the detailed Pathway to Nature Program and Business Plan. Wilderness Retreat Immersion in nature can be life changing. The Minnesota Zoo’s Pathway to Nature must be anchored by elements that enable the simple act of retreating into the wilderness. Easily accessible and yet secluded facilities should be paired with uniquely zoo animal experiences and program options for staff-facilitated skill-building including tent setup, starting a campfire, meal preparation, and more. Facilities will be utilized for both inhouse programming and on-demand rental, and will also be available as a resource for partnership organization bookings. Facility and program design will be done in collaboration with potential audiences including underrepresented diverse Twin Cities communities as well as potential partnership organizations to ensure the highest rate of utilization and success. • Products group bunkhouse, single-family cabins and/or treehouses, single and group tent sites • Programs residential camps, campouts and overnights, facility rentals, expanded horse program • Partnerships youth groups, cultural and community-based organizations, scouts, retail Nature and Wellness Nature’s overall benefits to the body and mind can bring balance to the lives of children and adults. The Minnesota Zoo’s Pathway to Nature will provide activities that recognize and honor all stages of life and how nature can enhance and enrich people’s wellbeing regardless of their abilities or where they are in their journey. The Zoo will build upon existing relationships with appropriate partners to analyze needs, and design and pilot experiences targeted to specific audiences to ensure maximum quality and value. • Products treetop walk, accessible trails • Programs fitness-focused (yoga, walking clubs, cross country skiing), specific needs (memory care, sensory awareness, support therapy, different abilities) • Partnerships senior centers, clinics— “prescriptions for nature,” military family and veteran support organizations, access-based non-profits
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Nature Adventure For many people, nature is more of a context than a destination. Their entry point for experiencing nature may not be nature itself, but an activity, that while it takes place in nature, its primary purpose is to provide a physical or mental challenge, or to connect with family, friends, classmates, or coworkers through a memorable shared experience. Attractive adventure-based activities will appeal to teens and young adults who may not typically identify as zoo-goers. • Products canoes/kayaks, adventure courses, bouldering, rock climbing • Programs scout events, team-building experiences, school field trips • Partnerships youth development organizations, tourism, affinity groups, scouts, corporations Conservation and Education Building empathy for animals and nature starts with cultivating a sense of wonder for the natural world. Exploring and investigating natural phenomena builds affinity for and understanding of nature’s complexities as well as a desire to protect and conserve the balance of nature. Nature-based preschools are quickly emerging and growing around the country and lay a foundation for environmental literacy that can help build a lifelong conservation ethic. With its existing partnership with District 196, its natural appeal to families with young children ages 0-5, and its secure and convenient site, the Minnesota Zoo is perfectly situated to develop a successful nature-based preschool. The quality and convenience of the Zoo’s undeveloped acres also makes it an ideal base for student ecological research and engaging citizen science projects. • Products nature-based preschool, outdoor classrooms • Programs early childhood, citizen science projects, student research • Partnerships District 196/School of Environmental Studies, colleges and universities
IMPLEMENTATION
As the Minnesota Zoo reimagines the role of a zoo in connecting people to nature, the recommendations of the Nature Task Force, as outlined in this Pathway to Nature report, provides the framework for the products, programs, and partnerships that require further analysis in order to complete a comprehensive Program and Business Plan. The task force recommends the following next steps to generate the elements necessary to complete the final plan. 1. Develop New Master Plan SPATIAL PLAN: Conduct a comprehensive spatial analysis of the Minnesota Zoo campus in 2018 to provide the recommended design and placement of trails, facilities, and amenities, as well as back-of-house support and access resources. OPERATIONS AND ORGANIZATIONAL STRUCTURE: Identify and plan for increased staffing required to maintain new products and deliver new programs. Develop animal collection plan, design and place required animal care facilities, and identify additional keeper staff required to fully serve nature program participants and fulfill the strategy for the Pathway to Nature to remain uniquely zoo. FINANCIAL ANALYSIS AND FUNDING STRATEGY: Itemize capital costs of facility construction and campus planning. Identify costs of increased staffing and ongoing maintenance. Develop financial proformas for potential revenue streams each feature will support. Engage with the Zoo Foundation to develop a comprehensive funding strategy and outline recommended project phases. 2. Cultivate New Audience and Partnership Relationships NEW AUDIENCE DEVELOPMENT: In conjunction with the Zoo’s access, diversity, equity, and inclusion initiative, establish relationships with community organizations that represent audiences not currently reflected in the Zoo’s attendance. Engage these audiences in discussions about their personal, social, and cultural perceptions of the Minnesota Zoo. Present the Pathway to Nature and broaden the discussion to further inform Pathway to Nature product prioritization and design. Invite community members to serve as advisors to the Pathway to Nature implementation plan and to participate in pilot program opportunities as they arise. PARTNERSHIPS ON SITE: Engage with potential partner organizations in similar discussions about Pathway to Nature product prioritization and design to best support their audiences, program needs, and missions. Identify and execute pilot partnership experiences to inform iterative and final on campus product design. PARTNERSHIPS STATEWIDE: Introduce and refine a concept for promoting nature experiences beyond the
Zoo’s campus to extend Pathway to Nature participant engagement through off campus partner programs, recreational facilities, and destinations. 3. Integrate Nature with Zoo Communications and Branding Engage a marketing agency to migrate the Minnesota Zoo’s brand to include nature. In conjunction with the new master plan process, develop a comprehensive communications plan to support the detailed Pathway to Nature Program and Business Plan. Include initial marketing campaigns and ongoing requirements such as website development and support, content and media management, partnership and sponsorship engagement, and sales strategies. 4. Test the Vision The Nature Task Force strongly supports the due diligence required to complete the detailed Pathway to Nature Program and Business Plan. However, it also recommends taking certain concrete steps to maintain momentum and begin to operationalize the vision. EVALUATION: Hire a full time professional evaluator to assist with audience development and engagement, establish measurable goals for Pathway to Nature elements, and develop and implement formative assessments of pilot opportunities as well as protocols and tools to measure impact of final products, programs, and partnerships. PRIORITIZE PRODUCTS FOR FUNDRAISING: Due to the lead time required to secure funds for capital projects, the Minnesota Zoo will prioritize the following Pathway to Nature facilities for source funding identification and advanced design and planning. • Wilderness Retreat: Bunkhouse • Nature and Wellness: Treetop Walk • Nature Adventure: Adventure Park PRIORITIZE AND PILOT PROGRAMS: Testing of certain programs can begin with little to no capital development and manageable resource investment. Therefore, the Minnesota Zoo will prioritize the following Pathway to Nature programs to initiate, develop, and pilot in 2018. • Nature and Wellness: Prescription for Nature • Conservation and Education: Nature-based Preschool
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Conclusion
The purpose of the Minnesota Zoo’s Pathway to Nature is to outline an approach to activate the Zoo’s undeveloped property in order to provide opportunities for people to connect with nature and build loyalty to nature as a means to care more and do more to save wildlife. This report provides the conceptual framework that will guide the development of a detailed Program and Business Plan to follow, including a new master plan for the Zoo, audience development, a comprehensive communications and branding strategy, and insight gained from initial pilot testing and evaluation. The Nature Task Force strongly endorses the Minnesota Zoo joining the larger nature movement and applauds the Zoo for its creative and collaborative approach to prioritizing nature as a means to affirming its mission, vision, and values.
“ Way to go Minnesota Zoo for pulling together a multi-stakeholder group from across the state on the Nature Task Force—passionate individuals from across industries who brought the power of their perspectives and their constituencies to the table to reimagine how to reconnect back with nature. This is an exciting and critical conversation we need to be having in 2018!” —Rahul Koranne, MD, MBA, FACP, Chief Medical Officer, Minnesota Hospital Association
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Mission
The Minnesota Zoo connects people, animals, and the natural world to save wildlife
Vision
Our vision is a future where wildlife thrives in Minnesota and beyond
Values
Stewardship: We act to save wildlife, and we are responsible stewards of all resources entrusted to us. Excellence with Integrity: We conduct all our work at the highest level of quality. Smart Fun: We deliver smart fun: exploration, excitement, discovery, and surprise. Engage to Inspire: We believe that engagement with animals and learning about the environment leads to action on behalf of wildlife. Diversity and Inclusion: We embrace diversity and promote inclusion in all we do.
“ Nature can calm your heart and feed your soul, take time to soak in all of its creation.” — Jason Sanders, Executive Director, Dodge Nature Center and Preschool
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