Felis Consulting

artesian alliance comprehensive master plan 2021

albany, georgia

The newly formed Artesian Alliance, located in the heart of southwest Georgia, sought to create a long-term vision uniting each of its four sister attractions toward a common goal of uplifting the Albany region through tourism growth. In order to do so, Felis Consulting led a Visioning process bringing all stakeholders across the institutions together for the first time. Unifying brand characteristics and shared messages were identified for all attractions within the Alliance, then a Master Plan was developed for each attraction. Afterwards, the plans were aligned to create a comprehensive project roll-out across institutions.

While three goals were shared across the Alliance—to improve facilities, grow revenues, and support Albany as a whole, each facility faced its own unique challenges and opportunities addressed within each individual master plan. Chehaw Park and Zoo primarily lacked a cohesive brand identity and design approach across the park and zoo, and faced a mountain of deferred maintenance resulting from recent violent storms. Additionally, the Zoo had lost its AZA accreditation in recent years, and improvements to achieve accreditation guided the master plan. Faced with the challenge of being located on a very active floodplain, the Zoo was reorganized around a central theme of Basecamp Georgia—creating thematic zones based in three key habitats of Georgia. The Wetlands, Grasslands, and Forests zones connect visitors to native animals found in these habitats, then take visitors on a journey to visit important similar habitats around the world—balancing a native and exotic animal collection to appeal to both residents and tourists alike. The Park focused on adding and expanding family-focused activities, like the popular playground and splash pad, and new revenue-generating rental spaces and renovated campground.

The Flint RiverQuarium’s main challenge was a stall and decline in attendance due to—despite its relatively new age, the aquarium experience being perceived as “one and done.” With a limited content focus related to the Flint River and iconic yet unapproachable architecture and design experience, residents and tourists alike were no longer visiting. The master plan for RiverQuarium included expanding the content similarly to the Zoo—focusing on habitats of rivers locally and around the world to add more interesting species, immersive experiences, and opportunities for interactions. Additionally, an entry renovation added color, motion, and fun to the dreary and unwelcoming plaza enhancing the aquarium’s place as a vital downtown community asset and anchor.

The Thronateeska Heritage Center master plan focused on the “identity issue” related to this unfocused hybrid history and science museum. Residents and tourists alike were confused about the experiences offered at the museum, and didn’t think it was “for them.” Because of this root issue, the master plan focused on identifying the foundational brand experience—defining the museum as a Discovery Center for Southwest Georgia that creates storytelling experiences through exploration and play (rather than defining and limiting content to Science vs. History). By doing so, stories about the region can be told in creative, repeatable ways that build a community asset for residents and a unique attraction for tourists. Logistically, the site plan includes a new entry experience to resolve confusion and perception of safety, and much needed expansion and definition of use for the historic buildings across the site.

All of these long-term plans were phased into the highest priority projects for a total Stage One of phased projects across all facilities budgeted under $15 million.

NAPLES ZOO Tropical AMERICA TRAIL 2020

NAPLES, florida

In an effort to provide a more immersive guest experience along with richer, more complex habitats for a selection of tropical species including giant anteater, Baird’s tapir, and golden lion tamarin—all at a budget well under $500,000, the Tropical America Trail creates a simple, naturalistic, yet adventurous exploration of the Naples Zoo’s own wetland forest. The seasonal and frequent flooding of the Zoo’s wetland parallels the flooding of the Amazon, and provides a naturalistic habitat for the species. This area of the zoo was also the inspiration for the guest experience central to the project’s concept.

Inspired by stilt villages found in South America along the Amazon river, guests wander along elevated pathways past thematic holding buildings and mesh enclosures designed to blend the zoo’s existing ‘tropical garden’ character with the thematic modern day stilt villages. The experiential storyline is intentionally more subtle than thematically immersive, however, and may not be fully intuited by all guests. The concept goal was to provide a framework for design decision-making without attempting to re-create a real place or time. Important design features include the use of wooden structures with round, rough-hewn poles, corrugated metal, thatch roofing, and faded and aged thematic paint treatments.

Felis Consulting led Concept Design with the intent of a local architect leading the construction documentation phase. The selected architect attended design meetings and contributed to the concept development, thus streamlining the documentation process.

WRIGHT PARK ZOO MASTER PLAN 2019

DODGE CITY, KANSAS

Seven-acre Wright Park Zoo, located in historic Dodge City, faced an uncertain future—close  down or re-invest in a full renovation. As a city-owned zoo with zero current revenues, Wright Park Zoo relies entirely on the City for operating and capital budgets. Therefore, measuring public interest in re-investment in the zoo was critical to the decision-making, so the master plan included more than 16 public meetings, two digital surveys, and a digital public feedback website to prove support for the future of the zoo—and to gather an understanding of what would be appealing to residents and tourists alike.

From that data, the master plan was created with the goal of improving animal wellness, creating revenues, and creating a strong, clear experiential brand identity focused on the region’s natural and historical significance.

Based on projected revenues and operating expenses, the 10-year plan includes two new thematic zones, Pioneers on the Prairie and Viva Kansas!, with a relocated entry experience (to improve first impressions of the zoo and wayfinding to parking and the entrance) and improved efficiency of back of house service, along with new or expanded and renovated habitats for the North American animals in the Zoo’s care.

Both thematic zones were created with the input from the community and tourists, especially the appeal of the historic nature of the region and the unique cultural influence of the large Hispanic community in Dodge City.

All of the master plan’s improvements are estimated to be implemented at a cost of less than $5 million.

zoovolution visioning & business plan 2020

berrien county, michigan

With a bold idea for an innovative new zoo facility, Zoovolution’s founder, Kayla Kolberg, partnered with Felis Consulting to visualize the zoo concept and create a solid business plan to share with potential investors.

The high-level Visioning process explored the market viability, identifying areas of challenge and opportunity for locating a new zoo in Southwest Michigan. After visiting regional competitors, the team created a mission and vision statement alongside organizational pillars, foundational goals, and a brand statement.

From this strategic planning, a Vision Plan was created with an animal and experience program, experiential concepts, and theoretical site plan outlining sizes and adjacencies of attractions, amenities, and support areas of the as-of-yet unidentified zoo site. Based on these, a 10-year Business Plan projected annual attendance, earned revenues, and operating expenses in two models (conservative and aggressive).

Zoovolution is a highly unique facility with goals to elevate often-overlooked animal species to star status and erase irrational fears related to animals essential to the web of life. Conceptual zones are organized in revolutionary ways, dedicated to Weird and Wonderful species like pangolin and Tibetan fox, Small and Mighty species like ants and small cats, and Living Dinosaurs such as Aldabra tortoises and cassowary. New approaches to storytelling refocus the farm story in the Our Farm Life zone to the conflict and benefit of domestic and native species in America and around the globe. Conservation stories are told in Nature’s Lab with the goal of recruiting young people to get involved in science—right at the zoo through citizen science, training programs for marginalized communities, and a research institute on-site with space for local high school and college students.

pinecrest gardens Upper Gardens master plan 2019

pinecrest, florida

Felis Consulting served as zoo consultant on the design team charged to reimagine the existing northwest portion of the unique and historic Pinecrest Gardens. Felis led an intensive Visioning and Master Planning effort for the Upper Gardens area including robust analysis and team-driven workshops.

The results of the Analysis phase and the mission of Pinecrest Gardens were the foundation of the Upper Gardens’ project goals. These goals included the need to reflect the brand of the Gardens overall, increase revenues, create an inclusive family experience for all ages and abilities, preserve the history of the Gardens, integrate art in meaningful ways, and embody environmental stewardship.

The new master plan for the Upper Gardens incorporates art, nature, and play into a whimsical experience inspired by and respecting the history and architecture of Pinecrest Gardens. The new Upper Gardens will be a family experience, highly inclusive, and appealing to all ages and all abilities. Combining a petting zoo, a playground, rental venues, and education facilities, the design concept is story-driven, encouraging guests to explore the magical village of Lincoln Lizard (who literally forms the main pathway) and his animal friends.

After the master plan, the village of Pinecrest immediately embarked in full design services where Felis Consulting continued as an advising design consultant to lead designer Landscape DE for the petting zoo area only. The new project is slated for a 2022 opening at an estimated $4 million dollars in construction cost.