Tim Morrow is the CEO of San Antonio Zoo and the instigator of its visionary masterplan. Morrow has been with the organisation since 2014 and is responsible for implementing the San Antonio Zoological society’s mission and its strategic objectives at both San Antonio Zoo & Will Smith Zoo School.
Previously, Morrow spent almost two decades at SeaWorld and four years at Six Flags Fiesta Texas. This experience in the theme park sector put him in good stead to inject some excitement into the zoo in San Antonio, Texas, which has been open since 1914. Set over more than 50 acres, San Antonio Zoo is home to over 750 species, some of which are endangered or extinct in the wild. It now welcomes an annual attendance of more than 1 million guests.
Speaking to blooloop in 2018, four years after taking on the role of CEO, Morrow said:
“We have made a lot of changes in those four years. We are attracting 1.2 million visitors a year, and have had a big 20% jump in attendance from 2016 that we have maintained without any big capital projects. We have brought a whole new level of guest experience, new updated habitats, and a new focus on conservation and education.
“The community has got really excited about the rebirth of the zoo, and the feedback is what drives me. I like to say the community has fallen in love with the zoo all over again.”
By creating a beautiful zoo with engaging exhibits and opportunities for safe and ethical interaction with animals, Morrow’s goal is to educate by stealth:
“We build connections to inspire and communicate what we believe in. Our first job, as with all the hospitality industries, is to create fun memories. We have the added pressure and bonus of being able to educate people, and of having all this stuff that we do enable our mission of conservation work and education in the community and around the world.”