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The National Aviary – Ready to Soar Above its Competitors

August 4, 2009

aviary_538x3201In a city that has feathered its nest with a variety of attractions, it’s hard to challenge the major players.  Cultural powerhouses such as the Carnegie Museums, theaters, and symphony are a big draw, while students of the natural world can explore the zoo, Phipps Conservatory or the Science Center. However, Pittsburgh can boast one high-flying challenger that’s clearly not just for the birds. Hatching from a local treasure to hit the big time, the National Aviary has worked hard to move up in the pecking order.

The Aviary’s evolution included several twists and turns. Originally a plant conservatory in the late 19th century, the building was destroyed by a natural gas explosion in the 1920s. Rebuilt 30 years later, birds were added to the 25,000 square feet of indoor gardens and the facility became a pioneer in providing free-flight bird habitats.

As the years went by, the Aviary’s mission continued to evolve, moving from simply displaying birds to tackling wildlife conservation. Endangered birds have found a champion in the Aviary, with breeding programs devoted to their future. However, the Aviary itself became endangered in the 1990s. Privatization came to its rescue, followed by its designation as the National Aviary in Pittsburgh.

  • Located on Pittsburgh’s North Side, admission to the Aviary is $10 for adults, $9 for seniors, $8.50 for kids over age two and free for younger children
  • Memberships provide free admission all year
  • An online e-store and gift certificates supplement the onsite gift shop to satisfy bird fans and line the organization’s nest with green

Still flying high, the Aviary continues to expand its flight path with a $26 million, multi-year expansion project which broke ground on Earth Day 2009. When completed, the facility will feature a new theater for bird shows and an open-air rooftop theater for bird-of-prey performances.

Proving that members of the local hockey team are not the only famous penguins in town, Penguin Point joined the family of Aviary attractions, the first of the new areas to open. At 2,300 square feet, it features the Kids’ ViewTube, where kids can get an up-close and personal view of the action.

Aviary visitors can stay all day, with a schedule of interactive and instructive activities. Visitors can feed nectar to the Lories (lorikeets) and fish to the pelicans, flamingos and their friends. Little Peepers Story Time and summer Flight Camp are designed for the youngest inhabitants of the nest. Visitors can watch the Flite Zone (free-flight) bird shows or sit in on a practice session where birds buff up their feathers and show off their antics. The veterinary staff brings a patient to the atrium daily at noon, and visitors can stop by the kitchen to learn about meal preparation for over 800 birds.

The National Aviary is such a special place that it has become a popular destination for events. Weddings, banquets and galas take place in the Rose Garden Tent, Atrium or Rainforest, adding another feather to the cap of this birdhouse, which has been lovingly built as a perch for birds and people alike.

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Keywords: aviary, birds, branding, Challenger Branding, endangered birds, marketing, National Aviary, penguins, Pittsburgh, Pittsburgh Penguins

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