DECIDING ON PRICES
The prices of most activities in any attraction are based on the cost of delivering the activities. This includes manpower cost, research and development cost, operating overheads and advertising and promotional costs, said Dr Chiam.
When deciding on prices of tours and activities, places such as Singapore Zoo must ensure that the fees collected are able to cover the cost of running the programmes and that their target audience can afford the fees, the senior lecturer added.
At Mandai, prices of wildlife experiences are reviewed on a yearly basis and the programme duration and content are taken into consideration, said its spokesperson.
The organisation also conducts price benchmarking externally against other similar attractions and experiences both in Singapore and overseas.
Admission tickets for the Singapore Zoo cost S$50 for adults and S$36 for children aged three to 12.
In comparison, Resorts World Sentosa’s SEA Aquarium entrance fees are S$43 for adults and S$32 for children between four and 12 years old. For Singapore residents, the tickets are S$40 and S$30 respectively.
Mr Benjamin Cassim, senior lecturer at Temasek Polytechnic, said: “While a visit to the Singapore Zoo can occupy a family for a good four to five hours, a visit to the SEA Aquarium would typically last between two to three hours.
“Prices at the Singapore Zoo – entry and activities – are in fact affordable,” added Mr Cassim, who teaches the diploma course in hospitality and tourism management.
At the same time, experts agreed that prices have increased for general zoo activities in the past five years.
“If you go back to the rationale for price adjustments, you will note that costs of goods sold have been increasing year-on-year, as have been indirect costs such as staff salaries,” said Mr Cassim.
One way for Singapore Zoo to operate in a “sustainable manner” would be to correspondingly adjust prices, he added.
Ngee Ann Polytechnic’s Dr Chiam also highlighted that the rise in prices is “inevitable” given the increased costs of running the zoo, from animal feed to manpower and logistics.
However, both also pointed out that Singapore Zoo’s S$50 (US$37) entry fee for adults is comparable to zoos around the world.
For example, the United States’ San Diego Zoo charges US$71 for adults. Zoo Berlin in Germany charges €20 (US$22), while England’s Chester Zoo costs £30 (US$39) and Australia’s Taronga Zoo in Sydney costs A$51 (US$66).
Most of the zoos also offer tickets at lower prices if purchased online.
Calling the Singapore Zoo a “visitor attraction at heart”, Mr Cassim said where pricing is concerned, it has been “very consumer-centric” especially for Singapore residents.
Discounts are available for senior citizens and local residents who sign up for a free WildPass, which includes offers such as 30 per cent off admission fees.
“The zoo is mindful that families come from all backgrounds and do cater to them,” said Dr Chiam.