The Dallas Zoo entrance in Dallas is pictured on May 2, 2024 | Image by Shadowspeeder/Shutterstock

A Dallas Zoo-commissioned economic study says every $1 the City of Dallas provides to the zoo generates $18 in broader economic activity, a figure zoo leaders highlighted as City Hall weighs a proposed 3% reduction in partner stipends.

Tourism Economics, an Oxford Economics company, and Canopy Strategic Partners prepared the analysis. The zoo announced the findings Wednesday. The detailed report projects $3.2246 billion in Dallas business sales from fiscal year 2025 through fiscal year 2036, an annual average of $268.7 million.

“We have always believed the Dallas Zoo is one of the City’s most powerful economic engines, and now we have independent data to confirm that,” Dallas Zoo CEO Lisa New said in a statement. “Every dollar the City invests in the Zoo comes back as jobs, tax revenue, and spending at local restaurants, hotels, and businesses. We are more than a great Zoo. We are a great investment for Dallas.”

What the model counts

Researchers used a customized IMPLAN input-output model to estimate direct, indirect and induced effects from zoo operations and visitor spending.

The zoo’s one-page overview and a March briefing to the Dallas City Council state the $18 figure. The detailed report explains the $3.2 billion forecast but does not separately show the city-funding figure or arithmetic behind the ratio.

The model starts with $596.3 million in zoo operational spending and $1.0771 billion in off-site spending by nonlocal visitors. Together, those categories produce $1.6734 billion in direct spending. The model then adds $770.4 million in indirect business sales and $780.8 million in induced sales, bringing total projected business activity to $3.2246 billion.

The study projects 14.5 million zoo visits over the 12 fiscal years, or about 1.2 million per year. Researchers expect 77% of visitors to come from outside Dallas. Those visitors would spend $324.8 million on food and drinks, $258.3 million on lodging, $202.2 million at retailers, $198.8 million on recreation and entertainment, and $93.1 million on local transportation.

The model also projects an annual average of 1,842 part-time and full-time jobs. It estimates $369.6 million in total tax revenue, including $219.7 million in federal taxes and $149.9 million in combined state and local taxes. The report does not identify how much of the state and local total would flow directly to Dallas city government.

Budget pressure raises the stakes

The study comes as Dallas works to close a current-year budget shortfall of more than $30 million and prepares the fiscal year 2026-27 budget. City Manager Kimberly Bizor Tolbert has called for a 3% reduction in stipends for partner organizations, including the Dallas Zoo.

As previously reported by The Dallas Express, the city used unpaid furlough days, a hiring freeze and overtime restrictions to reduce spending.

The City of Dallas and Dallas Zoo Management Inc. formed a public-private partnership in 2009 after an earlier budget shortfall. The nonprofit handles daily operations, while the city pays a management service fee. The zoo says that fee supports operations across 111 acres, more than 150 city-owned buildings and facilities, and care for more than 2,000 animals.

The zoo says more than 35% of its employees live in Oak Cliff.

“We’re not only generating tourism but, more importantly, creating local jobs that support development in southern Dallas and ensuring the public investment benefits Dallas families,” New said.

Safari Trail drives growth plan

The study assumes continued attendance growth as the zoo expands Safari Trail and other Wild Horizons projects.

The zoo says Safari Trail will reactivate 15 acres of city park land with a half-mile experience featuring rhinos, cheetahs, a cafe and event space.

Dallas voters approved $26.5 million for a new Safari Trail habitat in the 2024 bond program, as previously reported by The Dallas Express. Zoo officials plan to open the expansion in phases and say it will draw more visitors from Dallas and beyond.