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Zoos putting digital signage on display

Conservation-minded organizations in general, zoos have been embracing digital signage as a more eco-friendly signage medium than printed posters, as well as a better way to actively engage visitors and drive revenues.

February 26, 2015

Conservation-minded organizations in general, zoos have been embracing digital signage as a more eco-friendly signage medium than printed posters – as well as a better way to actively engage visitors and drive ancillary revenues.

From the "best" zoo in the world to one of its oldest, digital signage has a history of enhancing the visitor experience at zoological gardens around the world.

The Henry Doorly Zoo and Aquarium — rated by TripAdvisor last year as the top zoo in the world — in Omaha, Nebraska, has deployed digital signage in several areas of the zoo, most notably a huge LED sign welcoming visitors to the zoo at the entrance. And the Bristol Zoo Gardens in Bristol, U.K. — founded in 1836 and among the oldest zoos in the world — deployed digital signage to engage visitors and deliver dynamic messages about wildlife and conservation.

And those are just two of many examples.

The Toronto Zoo and the Columbus (Ohio) Zoo and Aquarium recently joined their ranks in making the switch from static to digital or upgrading the digital already in place.

One of the largest zoos in North America, the Toronto Zoo relies on dependable and high-performance technology products to inform more than 1.3 million yearly guests, according to an announcement from outdoor digital signage display provider SunbriteDS. Newly mounted at the park's admission gates four months ago, SunBriteDS's Marquee Series outdoor television displays are not only designed to be fully functional in all weather conditions, but also will serve in the Zoo's mission of energy efficiency while doubling as a source of advertising, the company said.

And in mid-2014, the Columbus Zoo and Aquarium embarked on a project with Peerless-AV to revamp the facility's signage, according to a case study from Peerless-AV. The non-profit organization welcomes approximately 2.2 million guests annually, but was relying on static wayfinding signage and a handful of flatscreen TVs showcasing videos via the zoo's internal digital content network. In hopes of enhancing visitor experience, the Columbus Zoo and Aquarium sought out a rugged, weatherproof solution to keep guests informed on zoo and aquarium updates, events and severe weather warnings, Peerless-AV said.

Energy efficiency a key for the green-minded

The Toronto Zoo — a 710-acre facility home to more than 5,000 animals representing more than 450 species — requires more than 11 million kilowatt hours of electricity annually for its operations. But in an effort todemonstrate environmental leadership, the zoo has committed to lowering its carbon footprint and employs several alternative energy sources, including solar power, geo-thermal heating, solar thermal water heating, green roof technology and energy-efficient equipment. 

"SunBriteDS displays would not be a part of our facility without fulfilling each of our needs, especially our green energy initiatives," said Charles Duncan, the Toronto Zoo's manager of computer and telecom services, in the SunBriteDS announcement. Duncan, who oversees nearly all the Zoo's technology, first installed SunBriteDS displays seven years ago. "As soon as our digital signage software stops transmitting a VGA signal when the park closes, the Marquee Series models are automatically powered off and then on again when the park opens the next morning thanks to the automatic Power Save feature."

And, according to Peerless-AV, the Columbus Zoo had similar concerns. With 10,000 animals representing 600 species spread across the facility's six regions, preservation of the natural habitat that each region emulates was key. The conservation-minded organization also hoped to reduce the use of printed materials to assist in keeping the environment green, Peerless-AV said.

Outdoor habitats mean outdoor weather

Located in Powell, Ohio, the Columbus Zoo and Aquarium faces a multitude of weather challenges, including snow, ice, moisture, bright sun and humidity. Open 363 days of the year, the Columbus Zoo and Aquarium remains a visitor attraction even during winter months with its annual holiday lights display. As such, the zoo and aquarium needed a solution offering clarity and outdoor capabilities, so it deployed Peerless-AV Xtreme Displays according to the Peerless-AV case study.

Their patented design completely seals all components, including cable entry, against outdoor conditions such as rain, snow, sleet, dust, insects and even pressure washing, the company says. And with no fans or filters, the cost of maintenance is greatly reduced as well.

Similarly, the Toronto Zoo's Duncan needed displays that not only adhered to the zoo's energy policies but that could also withstand the naturally severe conditions that are routine for outdoor facilities in Canada, according to SunBriteDS.

The SunBriteDS 55-inch digital signage displays installed at the zoo are fully functional in extreme temperatures spanning -40° to 122° Fahrenheit due to automated internal cooling and temperature regulation systems, the company said. The exterior cabinet, manufactured from durable powder-coated aluminum, includes gasketing and filtration systems to keep out all forms of moisture and prevents insect and spider entry, a significant threat at a zoo.

"Spider silk is extremely conductive and can cause arcing across internal electronics," said Jonathan Johnson, director of brand marketing for SunBriteDS. "[Our] watertight cable entry and filtration systems guarantee that no unintended foreign objects or organisms tamper with the interior."

Digital signage brings additional benefits

The Toronto Zoo is using its displays to advertise as well as inform. "Beyond providing guests with crucial information such as various daily events and special exhibits, our displays give us the ability to advertise our sponsors and partners," Duncan said. "Now our displays are fully readable throughout the day."

And the Columbus Zoo and Aquarium also uses its displays for the numerous after-hours events it holds, as well as for interactive programs throughout its business hours.

"As a dynamic property with shows, talks and events occurring year-round," said Gregg Oosterbaan, vice president of technology for the Columbus Zoo and Aquarium, "we needed a solution that would help us further promote these activities, while maintaining the true essence and habitat of the zoo and aquarium … We were able to install a non-intrusive solution that required very little maintenance on our end, and afforded us the ability to share information in an exciting way. We can't wait to continue the installation and add even more signage."

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Peerless-AV

Peerless-AV is a leading designer and manufacturer of audio visual solutions, including award-winning outdoor displays and TVs, indoor/outdoor kiosks, video wall mounting systems, and more.

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