Noah's Ark Zoo Farm Accessibility Case Study

Find out how Noah's Ark Zoo Farm are leading the way and creating an accessible environment for all, with their award-winning Ark for All project, the mindset shift at the charity and what the future holds for them.

1. How would you describe your business to visitors who may not be aware of you? / Tell us briefly about your business and the services you offer. 

Noah’s Ark Zoo Farm is a conservation charity and family attraction in North Somerset. We’re home to over 100 animal species, from African elephants and spectacled bears to gibbons, lions, and rare breed farm animals. As well as caring for animals, we care about people and our mission is to create a space where everyone can experience nature, learn about wildlife, and make lasting memories together.

We offer a full day out for visitors of all ages, with animal talks, educational programmes, seasonal events, adventure play, and an award-winning animal collection. Since becoming a charity in 2023, our focus has grown to include conservation, education, and supporting people and wellbeing.

2. What changes have you made at Noah's Ark Zoo Farm to make it more accessible and inclusive? 

Our accessibility journey started in 2017 with the launch of our ‘Ark for All’ project, and it’s still evolving today. Some of the changes we’ve made include:

• Mobility aids – We have mobility scooters and wheelchairs available to hire

• Changing Places facility

• Inclusive toilets and Stoma-friendly spaces – Based directly on visitor feedback.

• Inclusive play equipment

• Inclusive signage - Signs are large font, high contrast and include pictorial sentences.

• Staff training

• Tailored events - Such as Home Educator Days, parent/toddler groups, midweek offers for over 65s and an over-70s go free event in December.

• Working with community groups - Including hosting out-and-about breastfeeding groups to help parents feel confident feeding in public.

3. What motivated you to make these changes? 

The motivation came from real people. Early in our journey, we met guests who loved visiting us, but as access needs changed and grew, they found they could no longer come. That was a lightbulb moment for us: families wanted to visit, but couldn’t.

We also received feedback from accessibility mystery shoppers, who challenged us to think about the whole family experience - not just physical access but thinking about the diverse needs of a multigenerational family.   

4. Since you began improving accessibility, what benefits have you noticed (e.g. on customer satisfaction, bookings, staff morale)? 

We’ve seen huge benefits, including:

• A significant rise in visits from guests with disabilities, their families, friends and companions - and those numbers continue to grow.

• Improved customer satisfaction and word-of-mouth recommendations - visitors are telling others about their positive experiences.

• Staff pride and morale - our team feels empowered to support all guests and are part of the decision-making process.

• Better relationships with our local community - we’ve built connections with families, charities, and other organisations who share our values.

• Awards and recognition - our work has been acknowledged through local and national accessibility awards.

5. What were some challenges, if any, that you encountered when implementing accessibility measures? 

Our biggest challenge is the nature of our site, it’s a working farm on the side of a hill, with uneven terrain and open spaces. We also have to content with the British weather!

Accessibility is not “finished.” It’s ongoing. Needs change, visitors are diverse, and there’s always more to learn. We’ve made mistakes, but we’re open to feedback and committed to continuously improving.

Another challenge is funding, improving accessibility can often seem very costly. However, many accessibility improvements can be made in very cost effective ways and are sometimes free!

6. What advice would you give to other businesses thinking about making changes to their accessibility? 

• Start somewhere. Don’t wait for perfection - small changes build momentum.

• Listen to your visitors. Involve disabled people in your planning. They are the experts on their needs.

• Think beyond physical access. Consider sensory needs, family experiences, communication barriers, and staff support.

• Be honest about your challenges. Accessibility is about progress, not perfection.

• Stay curious. Visit other venues, share ideas, and ask for advice. The accessibility community is generous and collaborative.

7. Did you use any particular resources, tools or partners (e.g. audit services, training providers)? Which would you recommend for a business just getting started? 

Yes. Some of the key tools and partners we’d recommend include:

• Local disability groups and families – They are your best resource for real-life insight.

• Accessibility mystery shoppers – Their feedback was invaluable and changed our approach.

• Visit England Accessibility tool kits – These helped us improve the information we share with visitors.

We also visit other attractions to learn from their approaches. Peer learning has been one of the most helpful parts of our journey.

8. Are you planning any further changes to your accessibility? New products, expansion etc.  

Yes, we’re currently working on our long-term site plans with accessibility built in from the start. This includes:

• Better signage and wayfinding for all guests.

• Fundraising for future accessible projects.

• Improving accessible play facilities and sensory learning

• Providing quiet spaces for guests

• Improving the toilet provisions for those with access requirements

9. Can you share one example from a customer that demonstrated the measures you had implemented had made a difference? 

A recent piece of visitor feedback really highlighted how our staff training and charitable values are creating meaningful, inclusive experiences for everyone.

Our team is trained using our internal visitor charter, RAINBOW, which is embedded in staff inductions and ongoing training. Our RAINBOW visitor charter focuses on our welcome, conduct and inclusivity.

One guest recently shared:

“Such an inclusive place! Great customer service when we had a query about our tickets. The park is laid out really well, and suitable for wheelchair users. Staff super friendly, especially Cloud the bird of prey handler who came over to my grandmother to ensure she could see the bird and ask questions. Highly recommend!”

It’s moments like this that show how accessibility isn’t just about infrastructure — it’s about people, attitude, and the small things that make a big difference to our visitors.

Find out more about Accessibility at Noah's Ark Zoo Farm and get in touch with them here.