REVEALING THE “HIDDEN ZOO” TORONTO ZOO STRATEGIC PLANNING CASE STUDY Opportunity Soon after his selection as CEO in August 2018, Dolf DeJong and the Zoo Board of Management knew operations needed to change. Years of declining attendance and a shrinking community profile needed to be reversed and the site reinvented to regain public sup- port. Dolf spent countless hours exploring the Toronto Zoo’s vast campus, meeting with staff, and hosting “fireside chats” with his new team of 1,100+ staff and volunteers. What he heard and saw was a 44-year-old zoo ready for change, requiring a bold vision and committed leadership to guide the Zoo toward a bright future. By “opening the doors” to the Zoo—literally and figuratively—Dolf wanted to create a more welcoming presence in the community,

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