Amid fierce public criticism, the Audubon Nature Institute is rethinking the new pricing strategy it rolled out last week, which nearly doubled the cost of zoo and aquarium memberships.
In a statement late Tuesday posted to its website and sent to local media, Audubon said, “We thank all those who have provided feedback on our Membership pricing. We are temporarily pausing the sale of Memberships in order to develop more cost-effective alternatives in addition to the Audubon All Access Membership.”
Signed by the Audubon leadership team, the statement said Audubon is working to have the alternatives available by mid-December and will communicate with existing members “once the solutions are confirmed and the system reconfigured.”
The about face comes a day after after CEO Michael Sawaya defended the steep price increases that sparked criticism last week, arguing that nearly doubling the annual cost for families puts the zoo in line with attractions in other cities.
In a prepared statement late Monday, Sawaya, who took over from longtime CEO Ron Forman last year and has begun putting his stamp on Audubon, noted that several attractions are covered by the family memberships and that it is still a good value that quickly pays for itself with repeat trips.
Zookeeper Danielle Brennan gives Fennessy treats during World Giraffe Day at Audubon Zoo in New Orleans, Saturday, June 21, 2025. (Photo by Sophia Germer, The Times-Picayune)
STAFF PHOTO BY SOPHIA GERMER
“Audubon Nature Institute isn’t just one attraction, it’s a family of 10 world-class parks and attractions,” Sawaya said.
“After much research and consideration, we modified our pricing to allow membership to pay for itself in just two visits. This is lower than the 2.5 visit average for memberships at other accredited AZA facilities,” he said, referring to the national organization known as the Association of Zoos and Aquariums. “Unlike other Zoos or Aquariums that operate largely as stand-alone entities, an Audubon Nature Institute membership includes all of our parks and attractions.”
The statement from Sawaya came after hundreds of irate comments about Audubon’s family membership pricing flooded social media over the Thanksgiving holiday. The scenario is a potential early test of how he will navigate controversy at the beloved New Orleans institution.
Though potential changes to membership pricing were briefly discussed at recent Audubon Commission board meetings, the size of the hikes only came to light after members began showing up on Audubon’s web page to take advantage of a 15% off holiday sale for renewals.
When they did, they found that the price of a family membership had nearly doubled, to $425 for two adults and two children from $225 a year ago.
In its statement Tuesday, Audubon said it would reach out to members who purchased or renewed a membership since Nov. 28, when the new pricing went into effect, “to allow you a different choice should you wish.”
The statement goes on to say, “If your membership expires before the system is again live, we welcome you to visit in the interim as our guest.”
What do other nationally ranked zoos cost?
Audubon’s new membership rates are among the priciest of other top-ranked zoos in the U.S. But the rates are comparable when the price of memberships to aquariums in those cities are added to zoo prices.
For example, membership for a family of four to the Cincinnati Zoo costs $162 a year. The metro area’s Newport Aquarium, located across the Ohio River in Kentucky, however, costs $260. Together, the two memberships, at $422, is comparable to Audubon’s new price of $424.
The Jacksonville Zoo and Botanical Gardens costs $270 for an annual membership for a family of four. When a family membership to the nearby Florida Aquarium is added in at $250, the total jumps to $520.
Admission to the St. Louis Zoo is free, though an annual family membership, which buys access to rides and special attractions, costs $250. A family membership to the St. Louis Aquarium costs $220 for a total of $470.
One outlier is Omaha’s Henry Doorly Zoo and Aquarium, which are housed under a single roof and are among the top rated in the country. An annual membership for two adults and up to six children to both attractions and an affiliated Doorly Wildlife Park costs $233.75.
Sawaya said Audubon’s new membership pricing was designed to bring the institute’s parks and attractions more in line with the national average of organizations that belong to the national Association of Zoos and Aquariums.
It also comes as the zoo has been looking at ways to improve its offerings while also raising revenue. Sawaya, the former head of the Ernest N. Morial Convention Center, was appointed to lead Audubon in November, 2024. In the year since, he has begun to reshape the organization.
He hired Gilbert Montaño, formerly Mayor LaToya Cantrell’s chief administrative officer, as his chief of staff. He also created the new position of chief commercial officer, merging the senior vice president of business development and senior vice president of philanthropy positions, and naming Cara Banasch to the post.
A former hospitality executive, Banash unveiled the new “commercial strategy” at the Audubon Nature Institute board’s September meeting. According to minutes from the meeting, she explained that the strategy involves making changes to Audubon’s pricing, distribution, membership, special events, group business and philanthropy.
With respect to pricing, the goal of the new strategy is to “maximize revenue while supporting mission,” she told the board. With respect to membership, the idea is to give members “more value in programming versus price.”
In his statement Monday, Sawaya said that programming will include “an extensive calendar of more than 30 events and opportunities to attract and engage with their neighbors and friends based on their individual interests. “
Audubon has had a difficult year financially, with attendance and revenues down from 2024. The institute is expected to finish the year with a $2.7 million loss, records from the board’s September meeting show.
Sawaya has blamed the challenges on a slow start to 2025, with the Bourbon Street terrorist attack and January snowstorm adding to a downturn in the hospitality market that has affected museums, attractions and hotels across the city.
Audubon spokesperson Melissa Lee said those factors were not related to the decision to increase in the price of an annual membership, which had not gone up in nearly a decade.
Questionable approach
Still, critics of the new pricing at Audubon say while price increases may be needed after many years of remaining unchanged, they question the wisdom of shifting so much of the burden onto loyal local members.
“What is the point of a zoo that most people cannot afford to go to?” said Scott Howard, president of Parks for All, a local nonprofit that advocates for more accessible parks and recreational spaces around the city. “Especially in a town as poor as ours?”
Zoo pricing is not inelastic. It’s not like coffee,” he added. “This is not going to produce the desired results.”
Lee said the zoo has a free Orleans Parish appreciation day every month and that SNAP beneficiaries can be admitted to the zoo for $3. Also, she said, the new price increases do not apply to school groups.