Problem StatementThe main problem facing the Vancouver Public Aquarium is to develop operating hours that meet the needs of its target markets. These operating hours must also make it possible for the aquarium to remain in compliance with its mission statement of providing education, recreation and research. The hours must also be in line with the aquarium's desire to remain a non-profit and self-supporting institution.
The Vancouver Public Aquarium is located in Stanley Park in Vancouver, well within reach of more than one million local inhabitants. The aquarium features indoor galleries and outside pools, and is host to a large number of aquatic species. The aquarium enjoys a strong worldwide reputation, and has been featured on television shows as diverse as Sesame Street and The Nature of Things. The aquarium also received national attention with the "In Celebration of Whales" concert in 1986, a concert which combined the Vancouver Bach Choir and the Vancouver Symphony Orchestra with the performance of the killer whales in the facility.
During the summer months, the aquarium is open from 9am to 9pm each day. During spring and fall, the aquarium is open from 10am to 6pm. The aquarium closes at 5pm during the remaining winter months. In addition to revenue from memberships and admissions, the aquarium also receives revenue from renting the facility to local individuals and groups in the evenings. A recent survey indicates that few visitors are aware that the aquarium maintains extended hours during the summer months.
Attendance reaches a peak during the summer months, when weekday and weekend attendance averages more than 1,000 per day. Daily attendance drops off precipitously during other months of the year. During the school year, weekday visits are made by schoolchildren with their supervisors; this is a popular program, but one which must currently be limited to a maximum of five such tours per day. School ...