We Bought a (Fairfax County) Zoo . . .

And new owners seek to engage business community

There is a place in Fairfax County where the buffalo not only roam, but the deer and antelope play within shouting distance of goats, sheep, a year-old giraffe named Waffles and a sloth named Priscilla.

The former Reston Zoo is now Roer's Zoofari, under the management of Vanessa Stoffel, who, along with fiancé Jacob Roer, took over last March and three months later finalized the purchase of the 30-acre property that was once a dairy farm.

Camel Encounter is part of the Roer's Zoofari experience. (Photos courtesy Roer's Zoofari)

They did so with an eye toward education and engaging the corporate community as well as families. With about 700 animals, including a camel, they have quite the attraction. However, with a price tag of more than $3,000 a day to keep the park open, will they draw the kind of attendance numbers they need to get over the hump?

"As a family attraction, I feel that what we offer is unparalleled," says Stoffel, 42, who has been in the zoo business all her adult life. "It's an easy drive to get here. There is no cost for parking. It's a very clean and safe environment.

"The National Zoo (in Washington, D.C.) does amazing things and has a long history of excellence, but parking is a hassle, concessions are expensive and it cost our family of four $47 to get there on Metro. We feel that we offer the great family experience right here."

One of Zoofari's hallmarks is also one of its hurdles. Nestled amid upscale homes at the corner of Hunter Mill Road and Baron Cameron, the animals are just far enough off of Route 7 to make themselves inconspicuous. Without signage, nearby residents might not even know they exist -- until they drive by and do a double-take at the sight of the big-horned Ankole-Watusi (an African cattle breed)  or scimitar-horned oryx (an antelope, once extinct in the wild) wandering the open field.

"I've talked to dozens of people who live within five miles of us and didn't even know we existed," Stoffel says. "Marketing is one of the biggest challenges we face."

Even after committing an extra $300,000 this year for initial upgrades (paving walkways for strollers, improving electrical service in the barns, installing backup heaters and adding fresh sod), Stoffel, who holds a bachelor's degree in agriculture education and a master's degree in planning and land use, both from from Iowa State University, is optimistic.

"The zoo drew about 100,000 in years past. We're looking to have about 130,000 visitors this year," she says. "Revenue is up about 30 percent. What we really need to do is take out some of the highs and lows and expand upon our group and corporate offerings."

Zoofari already hosts school groups, scouts and summer camps. It hopes to get more local businesses involved through corporate outings and larger events. The ongoing Chinese Lantern Festival (in collaboration with Hanart Culture through Jan. 15), featuring 800 hand-sculpted Chinese lanterns in the form of animals, Chinese artisans and nightly martial arts-themed stage shows, is an attempt to expand the audience during the winter season.

Pandas are among 800 lanterns currently on display during zoo's Chinese Lantern Festival.

Stoffel has considered bringing in other seasonal events but hopes to focus on her core audience. Ideally, she hopes to enlist corporate sponsors for various segments of the park -- for example, the aviary that's currently home to several hundred parakeets.

The lantern event drew a record 1,300 on a Thanksgiving weekend evening, but Stoffel sees year-round opportunity to attract a new audience.

"There are several hours each night that we can host a completely private zoo experience," she says. "A business or organization can rent the zoo out and have it all to itself.

Stoffel was most recently COO at Bearizona Wildlife Park in Williams, Ariz. "I was a one-woman show," she laughs. "Over time, I've done everything from putting hotdogs on rollers to cleaning toilets to selling retail merchandise.

"I was looking for a new challenge. I was thinking about going into zoo consulting. But then I heard this zoo was available. So, last Valentine's weekend, Jacob and I flew out. We fell in love with the area and the zoo itself. I loved that it was so hands-on, very family-oriented and that it just felt safe."

Roer's Zoofari employs a staff of 14 -- seven, including a veterinarian technician required by law, are in animal care. The others handle maintenance, IT, retail and guest relations. In season, the staff more than doubles.

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Zookeeper Meri Lawrence gives summer campers a chance to pet Andy the Alligator.

The park offers visitors the chance to get up close -- to pet domesticated animals, feed birds, enjoy a bus tour through the grazing area full of large African animals and participate in optional encounter sessions with a animals such as Luxor the camel. It offers special events for kids, including a winter camp Dec. 26-30, tailored to ages 6-10.

For security, the zoo has double perimeter fencing and numerous security cameras. Stoffel, who is on the Zoological Association of America board of directors, says all exhibits are up to ZAA standards and that caring for the animals is as important as catering to zoo visitors.

"We're very fortunate to have tremendous neighbors and a tremendous staff to care for the animals," Stoffel says. "We give them the best care possible. Their welfare -- along with the comfort and security of our guests -- is our No. 1 priority because we don't have a livelihood without these animals."

Roer's Zoofari is located at 1228 Hunter Mill Road, Vienna, Virginia 22182; 703-757-6222. Visit www.roerszoofari.com for event and admission information.