Worcester Business Journal

10 Worcester Business Journal | May 1, 2017 | wbjournal.com The largest Central Mass. tourist attraction has added a restaurant and rebranded with interactive tools to position itself for the future O n one side of Galliford's Restaurant and Tavern – Southwick's Zoo's new restaurant – is a view of the African plains exhibit, giving the restaurant a mini-animal kingdom lodge feel. Visitors can sit overlooking a mixed enclosure watch- ing ostriches and zebras while eating a bowl of chowder. In March, Galliford's became the zoo's first ever full-service food estab- lishment. Named after Robert Galliford Brewer – the father of Betsy Brewer, zoo co-owner and vice president of market- ing – it specializes in New England comfort food, with seasonal menus. "It was something to help our visi- tors," said Brewer. "They used to have to leave to eat, and the kids were all cranky. This will just be a nice way to end the day." For what's new at Southwick's, Galliford's is just the tip of the iceberg. The Mendon zoo is in the midst of a long-term rebranding project, with the help of Worcester marketing agency Envision Digital Group. A new website, more digital advertising and updated commercials are in the works. Southwick's visitation has doubled over the past 10 years, and it is expect- ing 500,000 visitors this year, making it Southwick's visitors' favorite animals Source: Southwick's Zoo the busiest tourist attraction in Central Massachusetts. The goal of the rebrand- ing is to better appeal to the changing Southwick's Zoo BY SAVANNAH DONOHUE Worcester Business Journal Editorial Intern population of zoo goers, said Brewer. "The rebranding is timely with some of the newest updating," said Jeannie Hebert, president and CEO of the Blackstone Valley Chamber of Commerce. "The zoo is a big part of the area, and it is tremendous for tourism." A family business Southwick's Zoo was founded in 1963 by Brewer's grandfather, Justin Southwick, and has remained a family business, so Brewer grew up there. "I remember stories of having baby tigers in her laundry room and feeding [them] every few hours until they could be on their own," said Hebert. Brewer's grandfather had a passion for waterfowl, often going to fairs to show his exotic birds, said Brewer. Originally called the Southwick's Animal Farm, the zoo started with Brewer's grandfather taking donations from people who wanted to see his birds, before expanding to other animals. Today the Southwick's Zoo covers 200 acres and had 450,000 visitors last year, its busiest year to date. The exhibits have shifted to mixed enclosure, which con- tain more than one kind of animal, with its largest being its 50-acre elk wellands. "We learned more about animals over the years. We want to do what is best for them," said Brewer. What's changing The new logo, designed by Southwick's Manager of Marketing Rebecca Mansfield, is simple with the zoo's name next to a stylised lion's face. It replaces the old orange-and-black logo featuring silhouettes of animals. A new website is expected to launch within the next month and a half, said Kham Inthirath, founder and president of Envision Digital Group, which helped with the rebranding. The new website will be easier to use and include an interactive map to help potential zoo goers design a personalized itinerary. In addition, Envision plans to help Southwick's create immersive video con- tent on the exhibits and pro- grams, as well as a video on the zoo history. Dedication to the environment Within all the changes, however, the Southwick's Zoo 1) Giraffes 2) Tigers 3) Lions 4) Monkeys 5) Sloths The new Southwick's Zoo will add in-depth video content and an interactive map to its website so potential visitors can get a better look at its offerings. The zoo updated its logo this April for the first time in its 54-year history. P H O T O S / S A V A N N A H D O N O H U E

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