How the Jackson Zoo can survive and thrive: Experts weigh in on historic site

What does the City of Jackson need to do to run a successful zoo?

That's been the question ever since the city took over the Jackson Zoo in 2019 from the Jackson Zoological Society.

Each year since then it seems the city has run into problem after problem. Whether issues with the zoo's location in West Jackson, low attendance numbers, the COVID-19 Pandemic or finding a group to manage the attraction.

The latest problem that came up during this year's budget talks in August was about funding. Should the city really fund the zoo? Even with all the other problems the city faces?

Ward 6 Councilman and Council President Aaron Banks said it bluntly: Is it worth it?

"(It's) $1.8 million to fund the zoo and only $50,000 of income," Banks said back in August. "The city has thousands of other needs that have gone unattended too."

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But other Council members, as well as Jackson Mayor Chokwe Antar Lumumba, are hopeful things will start trending upwards for the 104-year-old zoo. The Council ended up funding the zoo again for this fiscal year.

So, back to square one: What does the city need to do to make the Jackson Zoo an attraction people will visit?

Move the zoo?

Heather Logan, a member of the volunteer group Zoo Area Progressive Partnership, has more than a few ideas. Whenever the zoo is an agenda item during Council meetings, Logan is there to advocate for it.

She said the city needs to steer away from the narrative that the Jackson Zoo needs "saving." For years, there has been this notion that relocating the zoo from its location in West Jackson and reopening it in LeFleur's Bluff State Park is the answer. Some think the state park is more inviting than the zoo's current location.

Logan denies that. The city, along with ZAPP, has worked hard to try to make the zoo's West Jackson location more appealing to families all over the city, she said. Renovations were made to the zoo back in 2020. West Capitol Street, the main road to the zoo, has been repaved. ZAPP regularly goes out to clean up garbage and beautify the areas surrounding the zoo.

Logan also said LeFleur's Bluff is state-owned property, so Jackson would not see any of the revenue the zoo could create if it is moved there.

"You hear it from residents of Jackson, non-residents of Jackson and people in the area: 'We should just move it,'" she said. "That's not an option… The City of Jackson will not benefit if that happens."

The mayor has also stated for years that the Jackson Zoo is not going anywhere, most recently, at a press conference earlier in October after Hinds County Supervisor David Archie suggested the move.

Mayor's viewpoint on moving the zoo: Keep the zoo in west Jackson: Mayor Lumumba

Ward 5 Councilman Vernon Hartley, who represents the ward in which the zoo is located, is also against moving the zoo. The zoo is instrumental to the livelihood and development of west Jackson, Hartley has said. He continued, saying people who don't use the zoo will think it's "a waste of money." But to him, the zoo plays a pivotal role in increasing the economic impact of West Jackson.

"I'm interested in stabilizing that entire area and making it prosperous, so that the entire city can benefit," Hartley said at the Council's economic development meeting.

Logan is on the same page as Hartley. She is a lifelong resident of West Jackson.

"West Jackson has been disinvested in for so long and the idea of having an empty zoo in the middle of Capitol Street would devastate our community," Logan said. "If the city shuts down the zoo, Jackson as a whole will feel it, but West Jackson will disproportionately feel it."

City needs to hire someone dedicated

Logan suggested the city hire someone or some entity whose main job will be "to wake up every morning and think, How can we make the Jackson Zoo successful?" Right now, the city's Department of Parks and Recreation is in-charge of the zoo. The department has too much on their plate, Logan said, with already having to oversee the city's 57 parks.

"It has to be someone's job. Someone who thinks, What does the zoo need? How do we get money? Who is interested in donating? What type of fundraisers or special events will attract people? How should we advertise?" Logan said. "A zoo is too big to just be a part of parks and rec. It is such a different thing."

The Jackson Zoo used to be managed by the Jackson Zoological Society until it was discovered that funds were mismanaged, costing the city nearly $6 million in unpaid water bills. A settlement was reached where the city agreed to drop the $6 million in exchange for keeping the JZS' remaining assets, including some animals.

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But since then, it has been up to the parks and recreation department — already struggling with understaffing and the maintenance of other parks — for the zoo's upkeep. But Abram Muhammad, deputy director of the parks and recreation department, told Council members at a recent economic development meeting that his department is "fully committed and beyond" to restoring the zoo to its former heights.

More funds needed for advertising

Advertising for the zoo has been nonexistent, Logan said, and that needs to change. She has talked to residents who don't even know the zoo is open.

Muhammad stressed that need to Council members. He said his department has been trying to advertise and host more events for residents, non-residents and families to attend.

Muhammad also said there have been talks on looking at marketing in other cities to try to make the zoo a destination area.

"We're centralized. You can't go north, south, east or west without coming through Jackson if you're traveling on I-55 or I-20. So we have to think of a way of marketing outside of Jackson," he said. "We have to look at marketing in Louisiana. We have to look at marketing in Memphis and these places people are traveling to and it (the zoo) can become a destination spot."

The parks and recreation department has also been looking into federal and state grants that would bring more dollars to help pay for advertising and resources for the zoo, he said.

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Logan suggested looking into grants that are given for historical places. The zoo is listed on the Mississippi Historic Registry. She also said there needs to be more emphasis on fundraisers and talking with groups willing to offer support.

"There are funds out there for that kind of stuff. There are grants. Someone has got to be tapping into that," she said. "I think we can capitalize on the historic aspect of our zoo."

Livingston Park

Across from the Jackson Zoo is Livingston Park. Revitalizing the park is a major goal for the parks and recreation department. The idea is that if more people visit Livingston, then they will also visit the zoo.

"I have always looked at the zoo and Livingston Park as a package," Ward 6 Councilwoman Virgi Lindsay said. "I absolutely support marketing efforts for both the zoo and Livingston Park."

Lindsay is a former member of the now-defunct zoo board.

She said there needs to be creative discussions in how to make Livingston a place families will want to visit.

Lindsay is also in agreement that the zoo shouldn't be moved.

"It is historic, and it's over 100-years-old," Lindsay said adding that making Livingston Park a destination for families and residents will require "serious marketing efforts."

One of the creative ideas being put into place is the addition of a new disc golf course in Livingston Park.

It will be the first disc golf course in the city. In addition, a train that runs through Livingston is being repaired and will soon be up-and-running. Muhammad said the train is great for attracting families. He said the parks and recreation department is looking at bringing in fish for the lake in the middle of the park so residents and families can use it to go fishing.

This article originally appeared on Mississippi Clarion Ledger: How to fix the Jackson Zoo. More advertising, dedicated leadership