Zoo Valuations

Leisure Business Advisors (LBA) specializes in valuations and business appraisals for attractions such as zoos and aquariums. This typically involves three approaches:

Income - Financial performance is evaluated and capitalized.

Market - Sales of similar attractions are examined and their experience applied to the one being valued.

Asset - The current value of equipment and other assets is estimated. 

John Gerner, our managing director, has conducted many valuations for attractions. He spoke at IAAPA's annual convention on "How Much is Your Attraction Worth? Identifying and Maintaining Value." Click here to download the presentation slides.

Selected past consulting projects are described below. All involved John Gerner, LBA's managing director.

Proposed Indoor Zoo (New York City, New York  USA)

The Wildlife Conservation Society operates the the Bronx Zoo, Central Park Zoo, Queens Zoo, Prospect Park Zoo, and the New York Aquarium. During the mid 1980s, it explored the possibility of developing an indoor zoo in Manhattan and retained Economics Research Associates to conduct the analysis. John Gerner (LBA's managing director) was a consultant with ERA and evaluated market demand and financial performance.

Ripley's Aquarium (Myrtle Beach and Gatlinburg  USA)

As a subcontractor to International Theme Park Services (ITPS), LBA prepared valuations of the Ripley's Aquarium in both Myrtle Beach and Gatlinburg in 2003, 2006, and 2009. This effort involved an on-site review of each aquarium and its operation. Past annual  attendance and financial performance were also analyzed


Downtown Aquarium (Denver, Colorado  USA)

In 2002, Gerner Consulting (LBA's previous name) conducted a valuation of Colorado's Ocean Journey as a subcontractor to ITPS. This aquarium was later renamed the "Downtown Aquarium - Denver" by Landry's Restaurants, Inc. The analysis included an evaluation of past market and financial performance


Virginia Aquarium Expansion (Virginia Beach, Virginia  USA)

As a subcontractor to Economics Research Associates (ERA) in 1991, Gerner Consulting (LBA's previous name) prepared market and financial projections for this $35 million expansion of the Virginia Aquarium that tripled the aquarium's size in 1996. It has been named the Travel Attraction of the Year by the Southeast Tourism Association.

New York Aquarium (Brooklyn, New York  USA)

ERA was retained by the New York Zoological Society in 1985 to evaluate the potential performance from significantly expanding the New York Aquarium. John Gerner (LBA's managing director) was a consultant with ERA. He provided the market and financial analysis for this consulting effort.

National Aquarium in Baltimore (Baltimore, Marylandnbsp; USA)

The National Aquarium in Baltimore is a nationally-recognized tourist attraction and an anchor of Baltimore's successful Inner Harbor urban revitalization project. ERA was retained by the aquarium in 1984 to conduct an evaluation of expansion alternatives. John Gerner (LBA's managing director) was a consultant with ERA. He provided market and financial analysis for the consulting effort.

More Information

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Contact Information

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Office Address:
Leisure Business Advisors LLC
2010 Princess Anne Avenue
Richmond, VA  23223  USA

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