the fish are seeing a slow down
 

http://www.ajc.com/metro/content/met...f_changes.html

Aquarium shake-up is about boosting visits
Interim CEO cites slowdown in repeat business

By LEON STAFFORD
The Atlanta Journal-Constitution
Published on: 08/05/08

The recent staff shake-up at the Georgia Aquarium ? which saw the resignations of some of the attraction's top officials and the promotions of others ? is part of an overall strategy to boost visitation, says interim Chief Executive Officer Mike Leven.

After three years as one of Atlanta's top attractions, the world's largest fish tank ? which opened with 3.6 million visitors in November 2005 ? has seen a 37 percent decline in attendance this year, Leven said Tuesday.

And while the mortgage meltdown and high gas prices have played a role ? many attraction nationwide have seen attendance fall ? Leven said he thinks a bigger reason is a slowdown in repeat business.

"I can't take the risk of that trend going to 1.9 million or 1.8 million," he said. "You've got to change the basic strategy of how you're working.

With a goal of boosting annual visitation to 3 million by 2011, Leven is instituting changes that include beefing up sales in the states surrounding Georgia and altering the regulations to make it easier to use the facility's banquet areas.

Leven, interim director since former Executive Director Jeff Swanagan announced his resignation in May to head up the Columbus (Ohio) Zoo and Aquarium, said he also will dramatically increase the number of new animals on exhibit.

"We want people to come back to the aquarium," said Leven, who expects attendance to jump when dolphins are added during the aquarium's five-year anniversary in November 2010. "It's not that crowded, except on Saturdays."

Not all those leaving bought into his vision, he said.

Last Thursday, Ray Davis, senior vice president of zoological operations, and Tim Binder, director of animal husbandry who reported to Davis, both resigned.

"These guys made very significant contributions to the aquarium, but they have decided to move on," aquarium spokesman Dave Santucci said.

Mike Hurst, vice president of plant engineering and operations, lost his job because the reorganization made it redundant, said Santucci.

Santucci said the aquarium "will be actively searching for replacements" for Davis and Binder.

Tim Mullican will act as the supervisor of husbandry until the positions are filled, Santucci said.

The aquarium employs about 240 full-time workers, 250 part-timers and 1,100 volunteers.

Because of the aquarium's success out of the gate ? officials were expecting only about 2 million visitors the first year ? Leven said some in management were not adapting to change quick enough.

"The organization was not prepared to make changes for the downturn in attendance," he said. "We did so well the first year that people didn't react with urgency because they didn't have the time.

"If the senior leadership doesn't buy into that strategy, you have to change," he said.

On Monday, Leven notified aquarium staff of a series of promotions.

Anthony Godfrey was promoted to executive vice president and chief operating officer; Carey Rountree became senior vice president, sales and marketing; Deb Parsons became vice president, human resources & cultural development; and Santucci became vice president, marketing & communications.

The aquarium has received criticism for its push to attract visitors, especially its recently introduced program that lets tourists swim with its whale sharks. Some say it has become more of an entertainment venue than learning center.

Leven said the facility is committed to research and education, two of its key missions. But it has to pay the bills.

"You have to be financially viable," he said. "Entertainment is purely a strategy to pay for it."