JURONG BIRD PARK |
Overview |
On 3 January 1971, Jurong BirdPark was opened to the public. As a 20.2 hectare open-concept park, it is the largest in the Asia Pacific. Its collection of more than 9,000 birds from 600 species is among the largest in the world. The BirdPark’s exhibits and aviaries are specially designed to closely resemble the natural habitats of the birds. There are also open spaces landscaped with exotic flowering plants to enhance the beauty of the BirdPark. |
Strategy |
Mission |
To meet its objectives of being a Pro-Family business, Jurong BirdPark sets clear directions for its strategies and initiatives through a specific pro-family mission: “To create a wholesome experience for the whole family through excellent service, engaging exhibits and enjoyable bird shows. The BirdPark strives to make everyone’s visit a memorable one, by inspiring an appreciation for nature through meaningful and exciting wildlife experiences for the whole family”. |
Product & Service Mix |
To ensure that the whole family has an enjoyable time, a wide variety of product and service offerings are planned for families to have fun. The Park has four aviaries, among which, is the world’s largest walk-in aviary with the tallest man-made waterfall for visitors to enjoy a close-up view of free-flying birds. There are bird shows and educational programmes that include themed workshops, overnight camps for families, thematic programmes for young children and guided tours which are popular with families. |
Marketing & Promotions |
To encourage tri-generational families to visit the BirdPark together, senior citizens get 50% off the adult-priced tickets.
BirdPark is also popular with organisations’ “Family Day” outings. The park’s Picnic Grounds, with many mature trees to provide shade for this vast open space is a perfect outdoor location for Family Days with facilities that include a sheltered stage, nine gazebos, children's playground and new shower room facilities. BirdPark will even work hand in hand with organisers to plan a successful event. |
Service |
Service Attitude |
To provide a memorable experience for its visitors including families, the BirdPark has established customer service standards are various touch points. Under the park’s service excellence programmes, staff are trained to handle customers of all ages and backgrounds.
Staff are empowered to execute service recovery procedures such as giving refunds and changing of ticket dates upon reasonable requests by customers. |
Nurturing service care |
To nurture service care at the BirdPark, special touches have been incorporated into its facilities and services. These include rainy day services with umbrellas and ponchos available for visitors and golf buggies to ferry stranded visitors during heavy rain.
The Splash N Slide Station allows wheelchair-bound children to participate in water-based activities safely without getting out from their wheelchairs.
Disabled persons are given complimentary admission into the park. |
Safety first |
Safety features highly on the BirdPark’s objective of providing of a memorable experience for its customers. Its facilities are selected and designed to ensure the safety of all family members. For example, the park has specific guidelines on walkway construction, handicap-friendly facilities and children-friendly facilities and infrastructure. |
Infrastructure |
Access & Layout |
To meet the needs of different family members, consultants designed the BirdPark to incorporate layout and facilities to ensure easy access and mobility. For example, the Penguin Expedition feature has a split-level viewing gallery and wall-mounted LCD display screens so that young and old have a chance to view the feeding sessions.
The Panorail train around the park is also designed for easy access by the elderly and handicapped. Ample rain shelters, benches, cooling mist fans and diaper changing facilities are provided throughout the park. |
Facilities |
To maximize family fun at the BirdPark, the park has
a “Splash N Slide Station”. This is the 1st wet and dry playground in Singapore without the requisite splash pool. The absence of a splash pool, a zero-water-depth concept, breaks new ground in playground safety and hygiene, as it eliminates the possibilities of pool-based accidents and diseases. It also allows wheelchair-bound children to participate in water-based activities safely without getting out from their wheelchairs
The park’s Picnic Grounds, with many mature trees to provide shade for this vast open space, a sheltered stage, nine gazebos, children's playground and new shower room facilities also provide outdoor fun for the whole family.
The Pools Amphitheatre is a semi-open air amphitheatre that can seat 2,000 and features three free shows daily namely Birds ‘n Buddies (11am & 3 pm) and The Children’s Parrot Show (1 pm). |
