Membership Analysis of the Long Beach Aquarium of the Pacific

The Aquarium of the Pacific in Long Beach, California, is a nonprofit, membership-driven organization, relying heavily on the support of its members. Within one year of opening, membership had risen to more than 53,000 households. To analyze and evaluate membership development and retention strategies, the Aquarium looked at the membership distribution from a geographic perspective. Atlas GIS DOS was used primarily for graphic manipulation of the base map data, while Atlas GIS Windows did geocoding and spatial analysis of the five major membership categories and map production. CellBNA created the spatial grid.

Thirty maps were produced for the atlas showing six different themes — spatial concentration and distribution of memberships, number of active members per membership class by ZIP Code, percent of active members per class by ZIP Code, number of inactive members per class by ZIP Code, percent of inactive members per class by ZIP Code, and level of active membership.

Three maps show the spatial concentration and distribution of memberships in which the richer color indicates more members. The level of active membership of dual (couples) charter subscribers map shows which ZIP Codes are predominantly retaining and which are predominantly losing members in that class.