10 Membership Perks That Keep Zoo and Aquarium Visitors Coming Back

After decades in the field and seeing what works (and what fizzles), we’ve pulled together the 10 membership perks that keep guests coming back for more. Whether you’re looking to boost renewals, increase revenue, or just make your members feel like true VIPs, these are the benefits that deliver real value—for your guests and your bottom line.

Why Membership Perks Matter for Zoos and Aquariums

Memberships aren’t just about upfront revenue. They’re about building a community of supporters who visit often, spend more per trip, and advocate for your mission. But here’s the hard truth: if your perks aren’t compelling, members will let their benefits lapse and look elsewhere for their next family outing.

The right membership perks:

• Encourage frequent visits (and more in-park spending)
• Boost retention and word-of-mouth referrals
• Differentiate your zoo or aquarium from local competitors
• Make your operation more resilient in slow seasons

And with guests expecting digital convenience and unique experiences, it’s never been more important to modernize your offerings.

10 Membership Perks That Keep Visitors Coming Back

1. Unlimited Free Admission

Let’s start with the obvious: free, unlimited entry is the foundation of any successful membership program. It removes the friction of deciding whether to visit (“We’ve already paid!”) and encourages members to pop in for short trips, rainy days, or just to see a favorite animal.

Pro tip: Use digital membership cards and QR codes to speed up entry and reduce headaches for your front gate staff. No more lost cards or long lines—just a quick scan and they’re in.

2. Member-Only Events and Early Access

Everyone wants to feel special. Member-only events—like after-hours tours, animal feedings, or sneak peeks at new exhibits—make members feel like insiders. Early access to popular events or exhibits is another easy win.

These experiences don’t have to be expensive to run. A simple “Sunrise with the Sea Otters” or “Members-Only Holiday Lights Preview” can create lasting memories and strong loyalty.

3. Guest Passes and Buddy Days

Your members are your best marketers. Give them a few guest passes or designate special “Buddy Days” when they can bring a friend for free. Not only does this add value, but it also introduces new families to your zoo or aquarium—potentially converting them into members themselves.

Make it easy to redeem guest passes digitally, so members don’t have to keep track of paper vouchers.

4. Exclusive Discounts (Retail, Food, Experiences)

A 10–20% discount at the gift shop, café, or on behind-the-scenes tours is a classic perk for a reason—it drives incremental revenue and makes members feel rewarded for their loyalty.

With the right point-of-sale integration, you can automatically apply discounts when a member scans their card or QR code at checkout. No more awkward coupon codes or manual lookups.

5. Behind-the-Scenes Experiences

This is where you can really shine. Offer members-only access to animal encounters, keeper talks, or backstage tours. These experiences are often the highlight of a membership and can be offered as a perk or as an exclusive paid add-on.

Even a quarterly “Meet the Keeper” session or a chance to watch a training demonstration can make your membership stand out.

6. Digital Membership Cards and Seamless Entry

Physical cards are a pain—for both guests and operators. Digital membership cards stored in a mobile wallet or accessed via email make entry fast, secure, and easy to manage. They also cut down on printing costs and lost cards.

With a modern system, members can scan their phone at the gate, renew online, and even upgrade their membership in just a few taps.

7. Priority Booking for Programs and Camps

Families love camps, classes, and special programs—and they hate missing out. Give members early access to registration for summer camps, animal encounters, or holiday events. This not only rewards their loyalty but also helps fill your programs faster.

Send reminders to members when registration opens, so they never miss their chance.

8. Personalized Member Communications

Keep your members in the loop with targeted emails or texts about upcoming events, renewal reminders, and exclusive offers. Personalized communications (not just generic newsletters) make members feel valued and keep your zoo or aquarium top-of-mind.

Messaging tools make this easy—set up event invitations, birthday greetings, or renewal nudges to go out automatically.

9. Flexible Family and Group Memberships

Not every family looks the same. Offer flexible membership options for multi-person households, grandparents, or caregivers. The more accessible your memberships, the more likely guests are to join—and renew.

Clear, simple options (like “2 adults + 4 kids” or “Family Plus Caregiver”) make it easy for guests to find the right fit.

10. Online Renewal and Upgrade Options

Don’t make members jump through hoops to renew. Offer online renewal and easy upgrade paths right from their phone or computer. The less friction, the higher your retention.

A unified platform like RocketRez can handle renewals, upgrades, and even upsell prompts—so you never miss a chance to keep a member on board.

How to Implement These Perks with Modern Tools

You don’t need a patchwork of systems or a big IT team to deliver these perks. With a unified platform like RocketRez, you can:

• Issue digital membership cards and guest passes
• Apply discounts automatically at POS
• Manage member-only events and priority bookings
• Send targeted communications and renewal reminders
• Track member activity and engagement in real time

Everything works together, so your team spends less time on manual admin and more time creating great guest experiences.

Key Takeaways for Operators

• Membership perks aren’t just nice-to-haves—they’re the engine that drives repeat visits, higher spend, and long-term loyalty.
• Focus on perks that are easy to deliver, valued by your audience, and supported by your technology.
• Audit your current perks: Are they easy to use? Do they feel exclusive? Are you making the most of digital tools?
• Modernize your program with digital cards, seamless entry, and personalized communications to meet today’s guest expectations.

Conclusion

Memberships are the backbone of your zoo or aquarium—but only if you give guests real reasons to come back. By offering the right mix of perks, delivered seamlessly with modern tools, you’ll not only keep members renewing—you’ll turn them into your biggest advocates.

Ready to upgrade your membership program? Start by reviewing your current perks and see where you can add more value, more convenience, and more “wow” for your members. The results will speak for themselves—both at the gate and on your bottom line.