RIDING THE WAVE AQUARIUM OF NIAGARA STRATEGIC PLANNING CASE STUDY Opportunity The 50-year-old Aquarium of Niagara, nestled in prime real estate in the shadows of Niagara Falls, the Finger Lakes, and Buffalo, New York, received its first-ever AZA accreditation in 2018, acknowledging its commitment to animal wellbeing, conservation, and education; its adherence to high standards; and its growth from a small, private research center to the popular Aquarium of today. But there was more work to be done. Although the Aquarium had experienced significant improvement in the recent past with strong new leadership and vibrant new exhibits, the public was largely unaware of these changes and room for improvement remained. De- spite these deficits, the Aquarium was determined to forge ahead. To c

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