Tennessee Aquarium

STRATEGIC GOALS FOR THE FUTURE

Aquarium Experience:
- Be ranked among the top 10 attractions in the US each year

Education:
- Increase knowledge of and connectivity to the natural world among people reached through experiential education efforts

Conservation/Research:
- Be recognized as the authority on Southeastern U.S. freshwater conservation

Governance:
- Build a highly efficient Board of Trustees that directs and enhances the Aquarium's planning and policy development efforts, builds the organization's financial strength, and broadens the organizational base of support in the community and the Southeast.

The Tennessee Aquarium is a vital link connecting people to freshwater and the ocean beyond. Our excellent exhibits and dynamic living collection entertain and inform. We celebrate and seek to protect the rich biodiversity of the Southeast. We lead and partner to make a meaningful difference in the economic and environmental well-being of our community.

The Tennessee Aquarium opened its doors in 1992 as the world's largest freshwater aquarium. For more than 20 years, the Aquarium has provided the community with both an extraordinary educational resource and a beautiful showcase for aquatic life. Fulfilling a mission to inspire wonder, appreciation and protection of water and all life that it sustains, the Tennessee Aquarium is a vital link connecting people to freshwater and the ocean beyond. Fully accredited by the Association of Zoos and Aquariums since opening, our excellent exhibits and dynamic living collection entertain and inform nearly one million people each year.

Through two spectacular buildings, the Aquarium's exhibit path tells two stories. First is the River Journey building's story of the Tennessee River following the path of a raindrop from the streams of an Appalachian forest to the Gulf of Mexico. Second is the Ocean Journey building's larger story of every watershed's connection to the world's oceans. In addition to all that guests experience during a tour of the Aquarium's buildings – animal encounters, docent talks, narrated dives, gallery programs and much more – they delve deeper into the Aquarium's river of knowledge through hands-on learning during classroom programs, summer camps, outreach programs, behind-the-scenes tours, teacher training sessions, and an interactive Aquarium website and mobile app. In addition, the Aquarium's IMAX Theatre showcases environmental and nature-themed films as a complement to our exhibit story.

As we look towards the future, leveraging 25+ years of incredible success as an educational asset, environmental leader, and economic engine for the Tennessee Valley, the Tennessee Aquarium is taking a bold step to solidify our region's standing as the conservation capital of the South.

The Aquarium is proud to serve as a model for zoos and aquariums across the country and is routinely honored as a leader in its field. In 2009, the Aquarium received the National Medal for Museum Service, the highest national honor awarded to museum institutions, for its ongoing commitment to serving communities in a four-state region, including Tennessee, Georgia, Alabama and North Carolina. The Aquarium's outstanding conservation work has been recognized at both the state and national level and has received the Governor's Environmental Stewardship Award and the North American Conservation Award. Since 2010, we have been rated the best Aquarium in the nation for guest satisfaction.

An interdepartmental task force actively pursues specific and measurable outcomes and outputs based on the above-mentioned goals. Our primary objectives and successes are listed below by department:

Husbandry
• Develop a Master Exhibit Plan (developed 2017, on-going)
• Open new exhibits or experience every two to four years (on-going)

Guest Services
• Expand experience options for guests (on-going)
• Continue to attain at least 80% overall visitor satisfaction ratings (on-going)

Research/Conservation
• Continue world-class species conservation including: sturgeon, mollusks, salamanders and turtles (on-going)
• Create a new conservation and research facility (opened 2018, research on-going)

Human Resources
• Provide staff with additional professional development opportunities (on-going)

Education
• Increase interaction with visitors (education strategy and structure revised 2018, on-going)
• Expand outreach programs (ongoing)
• Expand on-site education programs (on-going)
• Evaluate and expand gallery programs (on-going)

Marketing
• Increase attendance, membership, web hits and media coverage (on-going)
• Generate additional contributions, marketing partnerships and trade value (on-going)
• Ensure a strong, cohesive brand image in all materials and at the Aquarium (on-going)